Amazon and independent station are not simply two choices

Now , In the cross-border e-commerce market , The independent station seems to have appeared “ Re prosperity ” Signs of . On the one hand, it comes from the tightening of platform e-commerce rules , It has brought great pressure to the seller of goods distribution , Changes in the business environment have made independent stations a necessary choice for these sellers . On the other hand ,Anker、SHEIN Wait for the success of the brand to go to sea , It is a shot in the arm for the whole market .

according to the understanding of , Lane Bryant SHEIN After its popularity in the global market , Its beauty product line has also been put into operation through independent stations .

At the strategic level , Splitting up separate category operations is SHEIN In order to develop its second growth curve with potential beyond clothing , The beauty market is large enough , So it is split into new independent stations for operation , Help create new brands .

Need to know , Independent stations and platforms , It represents two different abilities ： The logic of platform e-commerce is more traffic thinking , In other words, how can we get customers at low cost 、 Explosive growth of completed orders , More needs the operation ability of matching the flow with the goods . The independent station is more about the relationship between brands and consumers and consumers' purchase experience , Mainly around people's management .

therefore , Enter the platform and make an independent station , Obviously not “ A choice ” The subject of , Most head sellers will choose to layout at the same time .

below , Let me talk about the difficulties of the current platform , And the reason for standing up on your own .

The platform is difficult ： When the product is on the shelves , cannot be sold , Worried about sales .

Platform difficulty 2 ： When the product is on the shelves , It's selling well , The subsequent expansion of the scale worries about the funds .

（1） Amazon now focuses on FBA Pattern , The scale of funds occupied is too large . （2）FBA Ensure that there is no shortage of goods in the warehouse , Press a batch of goods . （3） The factory should guarantee the supply of , Pre production of a batch of goods .
（4） Floating in the sea , It's to make up for the past goods .

The previous places add up to , All the money earned is in it . In addition, in the process of operation , What kind of store is it 、 Off the shelf 、 Infringement and so on , That's even more trouble .

therefore , For those novice sellers who want to enter the industry , I have always stressed that you should first have an in-depth understanding of this platform before entering , Don't tell stories about getting rich by hearsay , I thought I could pick up money with my head down .

in addition , Many sellers lament that the management of the platform is becoming more and more cumbersome , The rules change when they change . by comparison , Independent station “ Have a high degree of autonomy , And the preparation cost is small 、 Short collection time 、 There's a lot of room for profit 、 Traffic and customer resources are controlled independently 、 High replicability 、 Strong autonomy 、 More conducive to highlight brand value ”. This series of advantages , It has also attracted more factories and platform sellers to transform into independent stations .

2020 For the year , The independent station market is also very friendly to sellers ：

（1） The cost of inbound independent station is reduced , In especial Instagram Wait for social media traffic bonus period , It brings a good opportunity for the independent station to develop .

（2） It is different from the pattern that China's domestic e-commerce market is monopolized by giants , In the cross-border export e-commerce market , Amazon and other third-party platforms have not yet formed a monopoly , This gives the independent station more development space and opportunities .

（3） Amazon and other platform policies are gradually tightened , Many sellers have difficulty making money , As a result, some sellers flocked to independent stations , Long term planning .

（4） Platform sellers who want to build brands , We need an independent station to endorse the company culture , In addition, some offline brands are online , Also take the independent station as the display of the brand model .

（5） More Chinese brands and domestic e-commerce sellers are also trying to find increment in the cross-border e-commerce market , meanwhile , National policies have also given strong support to cross-border e-commerce .

I have to mention that , Epidemic situation is an important reason , It has stimulated the rapid development of the global e-commerce market . According to a report released by MasterCard company ：

stay 2020 year 10 month 11 solstice 12 month 24 During the holiday shopping season on the th , Retail sales in the United States have increased 3%, This holiday shopping season , E-commerce sales soared in the United States 49%.

Due to the extended work at home and distance learning policy , People spend more time at home , This has stimulated the demand for home decoration and home decoration products . This year, Amazon sellers, who are in the category of intensification, have had a good time , Some people have increased their sales 10 Twice as many . As early as 12 Before month , Some sellers reported an increase in orders compared with last year 2 times , Completed the annual sales task ahead of schedule .

Retail sales of household furniture and furnishings have soared 16.2%. Due to dining out 、 Spending on tourism and leisure decreased , Encourage shoppers to make other purchases , Electronics and electrical appliances also rose during this period 6%.

These data just show , Compared with platform e-commerce, the independent foreign trade station will see better growth this year . In addition, according to statistics , Whether it is the online flow of independent stations or the number of stores , This year, we got 20%-30% growth , contrary , The growth of platform e-commerce is not so obvious .

therefore , Looking at the European and American markets, we can find , Although the third-party e-commerce platform has a large traffic 、 Low traffic cost 、 High conversion rate , However, many brands operate third-party platform stores at the same time , Also adhere to do their own independent station .

Throughout the independent station market , The independent station market has not yet exploded , Because most people still take the play of Amazon and other third-party platforms to do independent stations , many SKU、 Wide distribution 、 Smash advertisement , As a result, the product quality and service experience are mostly dead .

below , It is divided into several aspects , Let's talk about several aspects that should be paid attention to in the transformation of independent stations .

1: Supply chain

Transformation independent station , The first thing sellers should pay attention to is the supply chain , This is for sellers who want to grow in the field of independent stations , Special attention needs to be paid to .

About supply chain , Divided into two big points ： On the one hand, we are looking for high-quality products , On the one hand, it is to find stable supply chain resources . Especially the latter , If the seller is in its infancy , Less shipments , Maybe it doesn't matter whether the supply chain is stable or not . There are even some independent sellers , Will adopt the mode of no source of goods , That is, without hoarding , A large number of products have been uploaded to the independent website . But if the seller's later volume increases , The supply chain is unstable , Or suddenly the supply can't keep up , That's very deadly for sellers .

2: product

From the big logical level of the whole website operation , Whether it's Amazon or stand-alone , In the end, it will return to the product itself .

For example, the problem of uploading products , In fact, many sellers are passing SaaS When building an independent station on the platform , There is no foundation for building a station , So when uploading products , Often ignore the problem of product picture size . If the picture is too big , It will slow down the access speed of the whole website , If the picture is too small and unclear , Will affect the overall visual effect of the website , It will also affect the conversion rate of the website .

Again for instance , Amazon's product pictures are all white background pictures , But the picture limit of independent station is not so much , In addition to the pictures displayed in the window, use white background , Other sellers can design their own style pictures in their own way , So on the product details page , Independent station sellers can optimize more content through pictures , More room to play .

3: Abandonment rate

For sellers who are transforming into independent stations , The problem of abandonment rate also needs special attention .

If the seller does not analyze these data , Maybe all the traffic from these hard-working advertisements has been lost . And it also produces “ It's hard to stand alone ” The idea of , Doubt the independent station model itself . But actually abandon the purchase , It is also a common state of independent stations , There are many factors that affect the abandonment rate .

for instance , Is your product free shipping？ If many consumers are buying products , I think the price of the product is appropriate , Just order , But when it comes to the settlement page , It is found that the final transaction price should be based on the original price of the product , Plus taxes 、 The freight , Exceeded his expected price , This led to the abandonment of the purchase .

Need to know , The first thing to build a website is not to promote it , But to optimize the website . Many companies went the wrong way at this step , Advertising costs a lot of money , But it didn't work. That's why ！

On the whole , some time , Traditional foreign trade export enterprises will face “ Disintermediation ”、“ Online ” as well as “ Order fragmentation ” Three irreversible trends , Therefore, the cross-border e-commerce independent station has also become the preferred channel for the transformation and upgrading of these enterprises .

official account ： Cross-border Savior