The content of this article does not mean to persuade new sellers to enter the market. The author shares it according to the current situation. Get some new sellers ready to enter or just entering the market to prepare for the war.
On the Amazon e-commerce platform, Chinese sellers are giants! ! !
In fact, according to my research, Chinese sellers account for more than 63% of all sellers on Amazon
In this article, we'll take a deep dive into how many Chinese sellers are "playing" Amazon in 2022
01# "How many Amazon sellers are there"
Over 63% of sellers are from China
Over 34.8% of sellers are from the US
According to Amazon's official statistics, there are 1,500,000 active sellers on Amazon
Roughly speaking, there are nearly 100 W of Chinese sellers
02# "Why are there so many Chinese sellers"
Before studying how Chinese people "play" Amazon, let's take a look at this typical triangular relationship: Amazon loves Chinese sellers – Chinese sellers love Amazon – Chinese government loves Amazon
03# "Why Chinese people like Amazon"
It is basically the credit of the "Barley" training class
04# "Why Amazon likes Chinese sellers"
Amazon's strategy: Offer customers super cheap products
Implementing a horizontal supply chain is the most important link, which means that the proportion of sellers is inclined to Chinese sellers (world factory)
In order to allow more Chinese sellers to enter the market, Amazon regularly holds recruitment summits in China every year.
05# "Why Our Government Likes Amazon"
Cross-border e-commerce = export trade
This is what it desperately needs, especially in the trade war with the US
In Shenzhen, the government has helped develop many industrial parks. For example, South China City is basically an e-commerce business. Zhejiang also joined later, and developed a "cross-border e-commerce pilot zone", focusing on promoting cross-border e-commerce to manufacturers and sellers ( Zhejiang has publicly disclosed about 8W cross-border e-commerce sellers )
06# "How do Chinese sellers "play" Amazon in front of foreigners"
/ fake reviews ( e.g. reviews )
/ counterfeit products (eg hijacking)
/ Attack competing product listings (for example, use VC to change the word with the sale)
/ variant abuse (e.g. merged variant heap Review )
/ Steal Amazon's internal data ( such as checking the mailboxes of buyers with bad reviews )
07#"Fake Reviews / Evaluations"
Amazon Review is one of the important factors that affects the conversion rate, in addition to that there is a lot of weight / traffic. Many sellers are deeply affected by the traditional operation methods of TB/JD . After they enter the market, the "evaluation operation" on Amazon has become the most common model.
/ Zack Franklin, a consultant for Chinese sellers , said that according to his statistics, more than 50% of Chinese buyers are using some type of black hat review style It is emphasized that the vast majority of Chinese sellers are more willing to stick to their own principles and build a truly defensive brand , rather than the above-mentioned "fast food" operation model /
There are two common types of " Review play": commission evaluation includes machine brushing, self-supporting, real people, merged variants, and general zombie listings . These two styles of play were popular in 2018 , and gradually decreased sharply after 2019 …
Evaluations are basically from domestic service providers, who generally have hundreds or thousands of "self-supporting accounts". They would then simulate the browsing rhythms of "real" consumers, evading Amazon's detection.
According to an unnamed Damai (Shenzhen Tianan Yungu), the commission price for evaluation is usually around 18~30 CNY , and the text Review .
08# "Counterfeit Products / Hanging"
Amazon acknowledges that "it is difficult for us to prevent our store partners and other store sellers from selling illegal, counterfeit, pirated or stolen products, selling in an illegal or unethical manner, infringing the ownership of others' products or otherwise violating our policies .. …. Furthermore … we may face civil or criminal liability for illegal sales by sellers" (eg a seller selling fake COVID-19 vaccination cards in the previous year)
This mechanism of co-selling keeps many quiet sellers up at night. Amazon allows multiple sellers to sell the same product. The most terrible thing is that Amazon will not take the initiative to audit the target warehouse, it will only look at the UPC barcode of the co-selling player, and these players only need to print a fake UPC barcode, paste it, and Amazon will think it is genuine. . It is conceivable how low the threshold for hijacking is.
Amazon Backstage Forum: Posted by Joe Cochran "Ever since our brand went live, we've had to battle malicious hijackers every year, and these battles have cost us tens of thousands of customers"
Amazon said: Counterfeit products / fake reviews are the biggest threat they face and they have taken a lot of steps to deal with it. For example , the Transparency Initiative, implemented in 2018 , provides products with exclusive and traceable barcodes (charged by the number of codes).This year, they also launched "Project Zero" to give sellers who are real brand owners more power to drive out follow-up sellers
09#《 Attack of Listing 》
It is also a problem with Amazon's mechanism, listing commonality .
In theory, any seller can secretly modify the target listing , modify the picture / copywriting of the target lisintg , and remove it from the shelf for violation or infringement.
For example , during the Christmas period of 2018 , malicious competitors modified all the listings on the homepage of the yoga ball category , and modified their pictures (modified to non-yoga balls), so that buyers who placed orders mistakenly thought that it was a non-yoga ball product, and waited to buy. After receiving the goods, I found that the goods were not on the board.For the modified listing , it is conceivable that there will be serious consequences
Listing killer: VC accounts ( Vendor Central Amazon suppliers) they have the highest editorial rights for listings . There are many domestic service providers for these accounts. Only 200~300 CNY for a listing (isn’t this lower than the cost of operating well)
10# "The Abuse of Variants"
Amazon variant additions are free
Some "advanced" sellers will combine completely different products with the target product to get reviews of different products .Often, many new products come with hundreds of reviews as soon as they are launched , which is basically the case.
For example, if I list a kitchen product, I can merge it into the Instant Pot pictured above , so that my new product "has" 37,970 reviews , which can greatly increase the conversion rate of my new product. In fact, these are illegal and unfair.
Those who violate the rules will of course be caught, but some "high-level" sellers will find some listings with a large number of reviews that are prohibited from being displayed and stopped selling (Note: Zombie listings ), so that Amazon will have a hard time catching him (Note: zombie listing )
11# "Amazon employees leak competitor information"
In 2018, an Amazon employee in China (a business manager) sold the stolen internal data (competitor's sales information) to other sellers
The operation is generally like this: the middle and senior level of Amazon China can directly access the internal network, which means that they can directly access the private information of all sellers.Generally, it is the word of the sales target listing , the time period of the order, the traffic channel, etc.
In addition, there are also privately contacting consumers and enticing them to delete negative comments (this is the internal service provider's internal negative comment deletion service, generally around 700~850 CNY )
This was in the Wall Street Journal, and Amazon insisted they would crack down on leaks or something, or pass legal warnings and penalties or something. But those service providers are domestic and are not subject to U.S. law. At most, they were fired by Amazon.That's why these services are still available today
The store group model is prohibited by Amazon. If it is caught, it will cancel the right to sell, and the balance in the background will be confiscated.
The store group model is also one of the traditional models of domestic e-commerce. Many sellers bring this model to Amazon. Secretly use IP/ network / auxiliary browser to operate the store group mode. Amazon calls these accounts "stealth mode"
For example, open a single network cable, use the "colored bird" browser (with multi-open, anti- IP association function), etc.
Any of the above operating methods is not a label for Chinese sellers, and there are many sellers in other countries.As Zach Franklin emphasized "Most of the Chinese sellers I know, their purpose is very clear, to hit a brand out, a real, defensive one. What they bring over from TB/JD is more than just some operations. Model. It is more about substantial competitiveness, such as art, and the pictures produced can be described as works of art. "You will see more and more sellers in the future, adopting the refined and high-quality model.
thanks for reading
I am Jingcheng
If you have any questions on Amazon, you can contact me, communicate and learn from each other