The product went online within 3 months and rushed to the top 50 category!

During the event, the sales of goods in a single day will increase by 20 times!

Domestic projector brands enter the Amazon US station bravely,

In just 7 months, the performance exceeded 10 million US dollars!

How did they overcome the difficulties on the way to sea?

how to achieve

The successful transition from a novice Xiaobai to an international brand?

Amazon's global store opening: We invited King Wang, the head of the business, to talk about the way to go overseas with tens of millions of dollars.

Going to sea with 0 experience, the actual operation is far more difficult than expected

King Wang: Overseas markets have great potential, which gives us the opportunity to compete on the same starting line as big brands.

King Wang: In the overseas model, we have considered using the old method of wholesale to make an impact on the low-price platform. However, after further investigation, it was found that there are no particularly leading laser projection products in the overseas market at this stage. For us with technology support, if we can directly face consumers and obtain feedback on the direct needs and pain points of overseas users, it will undoubtedly be established. Great opportunity for a brand. We chose Amazon because of its user traffic base and reputation , as well as the level playing field that is crucial for new sellers.

Going to overseas markets is an all-round test of the competitiveness of products, brands, and even teams. As a brand that has achieved certain results in the domestic market, when King leads the "pioneering force" to the sea, it is inevitable to have "personal burdens", and the pressure is self-evident.

"In order to grasp the first-hand information such as sales, operation promotion, overseas user feedback, etc., and quickly pass it to the production end and design end, to maintain the market competitiveness of the product, and to shape the long-term value of the brand, a self- built team is essential! "

To King's surprise, the daily operation was far more difficult than expected. Overseas users have different operating habits, consumption preferences, and use scenarios for electronic equipment from those in China. It is difficult to replicate the successful experience in the domestic market, and a little carelessness may cause huge cost losses. Not to mention how to make your products stand out from the crowd of competing products in the face of unfamiliar cross-border e-commerce operating rules?

The cost of trial and error is high, and there is no room for loss in product selection

King Wang: Because of lack of experience, when the product was first launched, traffic and sales were not good. But everyone in the company has high hopes for us, and there is no way out when we go to sea to fight.

Faced with the increase in trial and error costs, the King team faced up to the difficulties. Among them, mastering the differences in domestic and foreign market environments and the differences in user consumption habits are basic homework.

King Wang: In the research and development stage, we must ensure that the design of overseas products fully complies with the US FCC, UL and other certification requirements, and break through hardware barriers; in terms of software, we must fully consider the usage habits of local consumers and adapt to Google and Netflix. We will pay attention to the trends of some big Japanese and Korean brands in the international market, but at the same time, we also notice that the American market group has obvious viewing needs, such as using in front of the garage door or in the garden, which has special requirements for sound gathering and picture effects. Therefore, some projection products suitable for "home culture" launched by Japanese and Korean brands are not fully applicable in the US market. In short, if our competitors do well, we must find a way to surpass them; if they do not do well, we need to research more information to avoid repeating the same mistakes.

King Wang: In order to better expand market growth and tap new demand points, we have expanded the scope of research to products with similar usage scenarios, not just limited to products of the same category. For example, if the audience of large-screen TVs overlaps with home projectors, we will investigate whether it is possible to win over these users through product upgrades and let them try to use projectors.

King is not afraid to fight for technology and products, but with the deepening of research, collecting data has become a "stumbling block" in product selection decisions. "If you can't fully understand the sales situation of the projector category, you won't be able to make an accurate judgment on the market. We can't afford the risk of making mistakes in product selection."

Unable to rely on random blind selection by "slapping the head" and fearing delaying business opportunities, King sought a "shortcut" through Amazon's official service.

King Wang: After participating in Amazon’s new seller launch plan , we can use Amazon’s official data to make category analysis reports. In addition to clarifying the market capacity and predicting future sales trends, the official account manager will also focus on the sales trends of the off-season and peak seasons throughout the year, as well as stocking and shipments to give guidance and advice, which played a vital role in our grasp of the market rhythm.

King Wang: In addition, product selection analysis services such as market share of competing products, hot-selling products and keyword trends, and consumer insights allow us to know ourselves and the enemy, and accurately locate which models and price ranges we have advantages in. This will improve efficiency in product selection, pricing, and R&D iterations, as well as discover potential business opportunities. Combined with our supply chain advantages, three products have been on the TOP10 list of sub-categories within three months of launch!

Advertising burns money and no orders? "Combined boxing" to pass the level

King Wang: customs clearance gameplay

One of our laser projectors with a high unit price is the main product. We originally planned to use advertisements to promote it, but we didn't expect the ACOS to be as high as 120%! I put in an advertisement but couldn't get an order, and I spent a lot of money in vain. Afterwards, under the guidance of the account manager, we used the advertising analysis report to reorganize our thinking, and thus summed up our own set of "advertising combination boxing":

Advertising Boxing Four Moves

l To expand the core keywords, we should not only use broad words like "projector", but also need to add long-tail words, especially words that can highlight product features and usage scenarios, such as "portable" and "home use";

l Create a new product advertisement by understanding the bidding ad group;

l Automatic advertising and manual advertising cooperate with each other, through more accurate budget settings, use automatic advertising to drive more traffic to occupy the high ground; then use precise advertising to steadily increase the conversion of advertising, accurately match the key keywords of order conversion, and closely monitor Focus on the position changes of words, so as to stabilize key keywords and achieve the purpose of occupying better advertising positions and rankings;

l Grab some higher-quality advertising traffic through the ranking of card advertisements.

In terms of conversion, we mainly start with Listing optimization

l In the initial title, we wrote a lot of words in the hope of increasing traffic, but it didn't work. After the account manager instructed us to use the Listing analysis report, we found that "smart devices" and "smart portable devices" were too repetitive, making the titles long and difficult to read, and even putting the cart before the horse and placing the core keywords too late. As a result, consumers cannot find our advantage selling point.

l Correspondingly, we also adjusted the five points, removed the lengthy descriptions that could not attract consumers, and updated the display angle of the product image, which is more in line with the aesthetics of overseas consumers.

l "After optimization, our advertising performance has improved significantly! ACOS has dropped from 120% to about 30% , the click-through rate of advertising has increased from 0.1% to 0.5% , and the conversion rate has increased from the initial 0.08% to 3.32%. "

Practice your internal skills well without stepping on thunder, and plan smartly for overseas business opportunities

Amazon's global store opening: Newbies going to sea, have you accidentally "stepped on the thunder"? How to solve difficult problems?

King Wang: We have also encountered the problem of "hijacking" that every seller worries about. Linked cart win rates plummeted, severely impacting traffic and order volume. Fortunately, after participating in the new seller's sailing plan, the official account manager introduced the Transparency transparency plan to us , which can not only prevent hijacking, but also help us improve consumer trust and establish a high-quality brand image.

Amazon's global store opening: "The peak season is here, King must have made full preparations, do you have any experience to share ?

King Wang: We are starting to integrate product lines, hoping to improve our internal skills and seize market share. On the basis of a steady and steady development in the United States, we will also pay attention to the expansion opportunities of the European station and the Japanese station.

Amazon global store opening: What are some practical suggestions for Chinese brands that have just landed on Amazon, or sellers who want to sell more?

King Wang: For new sellers, I think goals and planning are very important. The establishment of the key SKU and product selection system, the layout of the overall advertising strategy, structure and direction, and the continuous optimization of stores and listings are the prerequisites for the explosive performance. Benefiting from the new seller's sailing plan, we obtained the three-month action plan guidance provided by the official account manager, and we overcame the operational difficulties one by one in a targeted and targeted manner, and finally achieved success in going to sea.

In addition, everyone has to change their thinking, and can't simply rely on the domestic market's fancy way of grasping traffic and getting out of positions; for cross-border e-commerce, it is necessary to deliver good products to consumers, through Only by building a brand through such paths as word-of-mouth and word-of-mouth can there be room for growth.

Amazon global store opening: Newbie Amazon sellers, have you learned all the methods summarized by King? Are you still worried about product selection and poor advertising effect? Want to experience the same 1-to-1 official account manager service as King, so as to vertically and horizontally cross-border e-commerce? The 1-to-1 official account manager service of the Amazon New Seller Startup Program will escort you.

Startup Program for New Sellers

►4 major service content modules