In recent years, protecting health is the top priority, especially the small matter of washing hands, which is a big matter in front of protection ! Small categories such as mobile phone dryers and soap dispensers also have big business on Amazon 's cross-border e- commerce! AIKE, a professional hand washing technology brand with 30 years of manufacturing experience, is the leader in this category .

Amazon's global store opening: How does an old factory transform into Amazon's cross-border e-commerce? What's the secret to keeping Amazon's sales doubling in four years? Let's see together!

Founded in 1992, AIKE is a leading brand focusing on hand washing technology in China. Before entering the cross-border e-commerce business , it has been doing foreign trade OEM business for more than ten years, and its main customers are from North America and Europe. After long-term precipitation, AIKE's products are favored by the target market, especially high-end customers with high viscosity. The recognition of the products has further strengthened AIKE's confidence in expanding overseas markets.

At the beginning of 2018, AIKE learned that Amazon has a large number of consumer users in Europe and the United States, and the product demand is highly consistent with that of foreign trade customers. It also found that many of their B-end customers are doing very well on Amazon. AIKE realized that traditional foreign trade should also adapt to the changes of the times, seized the opportunity of cross-border e-commerce, and decisively chose to launch the Amazon US site, and simultaneously opened Amazon Enterprise Shopping, and achieved very good sales results in the first year .

Since its opening, their sales performance on Amazon has doubled every year, and more than 30% of their orders come from B-end buyers. AIKE has also obtained commercial purchase orders from well-known companies and institutions in different industries such as McDonald's, Mazda, Oracle, Hilton, and overseas government agencies on Amazon. At the same time, small B-end customers such as nail salons, small restaurants, and homestays are also their main customers. user group.

Ma Yimeng, head of cross-border e-commerce at AIKE

If your factory or business specializes in exporting products to European and American countries, Amazon is very suitable for you.

►Quick -step innovation: listen to user feedback and realize micro-innovation

The first step in product creation is to clearly analyze competing products, but to replace strong competitors, it is necessary to use the manufacturing strength accumulated over the years to upgrade product quality, cost-effectiveness, and user experience to achieve dimensionality reduction.

Ma Yimeng, head of cross-border e-commerce at AIKE

Just like a group arena, we compete and compare from various aspects, product quality, cost and profit control, and user evaluation and rating are all dimensions for us to compete in the arena. If we do better, our sales performance will naturally be better .

At the same time, AIKE pays great attention to the feedback of each user, and believes that being good at listening to users' voices is very helpful for product iterative innovation. Every user comment and after-sales feedback of AIKE will be recorded and resolved in a timely manner. Problems will be found through user feedback, and product improvement and innovation will be carried out. At the same time, pay close attention to the changes in product ratings. Once bad feedback occurs, communicate with users in a timely manner, do a good job in after-sales service, and maintain good ratings.

Ma Yimeng, head of cross-border e-commerce at AIKE

We will collect every piece of customer feedback from various channels and discover opportunities for development of new product iterations.

Product Innovation Examples

Case 1: For a soap dispenser product, many customers reported that "the amount of soap dispensed by each press is too large". AIKE has optimized the product so that users can choose the desired liquid output. This product, which can control the amount of liquid, has received a good response after its official launch, and is now one of AIKE's evergreen hits.

Case 2: AIKE found that many orders came from nail salons, beauty shops and other stores with more female consumers. There is relevant feedback from buyers: I hope to have a product that can fit the decoration style of the store and the female customer group. Shortly thereafter, AIKE released this pink soap dispenser. They are also the first soap dispenser brands to create products of different colors for different users and usage scenarios. After adding the color, the sales volume of the product immediately increased significantly.

In addition to the liquid output and color of the soap dispenser, they have optimized and improved the temperature balance and shortened air outlet time of the hand dryer product. By skillfully using Amazon user reviews, keyword trend analysis and other tools to achieve product differentiation, AIKE finally won a higher score and created more popular products.

►Show your strengths: improve seller information, the secret of successful Amazon business purchases

On Amazon 's cross-border e-commerce , AIKE can also conduct bilateral business on the BC side, not only selling products to individual consumers, but also to corporate and institutional buyers. Through Amazon Enterprise Purchase, they also obtained orders from well-known overseas companies such as McDonald's and Mazda . Amazon Enterprise Purchase can be said to be a powerful tool for billing.

Ma Yimeng, head of cross-border e-commerce at AIKE

Corporate buyers are different from individual consumers. Individual consumers are more emotional and will be affected by factors such as product appearance and brand culture. Corporate buyers pay more attention to the stability of product quality and after-sales service. For example, the after-sales process of products must be simple, the quality and quality must be guaranteed, and communication must be timely and effective. This is an advantage for us factory-type sellers. Enterprise buyers will feel more at ease and more assured when they choose us.

In order to enhance the trust of corporate and institutional buyers and increase the conversion rate of purchase decisions, AIKE has improved the B-end page display by adding corporate information . In addition to the fixed seller introduction, feedback score and QA module, it also adds information that enterprise users are more concerned about, such as location, establishment time, logistics performance, enterprise type and certification, brand or product pictures, etc.

The picture above shows the seller's introduction seen by individual consumers on the C side

The picture above shows the seller’s introduction seen by corporate and institutional buyers on the B side

In addition, AIKE also displays factories, product production pictures and related introductions on the product details page , showing their manufacturing strength and highlighting their own advantages. Let the B-end buyers who pay more attention to the seller's qualifications eliminate their worries and increase their trust.

Hard power is the criterion for attracting big customers

It was through keyword search that McDonald’s saw the relevant information of AIKE. First, because of the top ranking, and second, because of the factory strength information displayed on the details page, they chose to buy AIKE’s products and tried several times. After a small amount of purchase, McDonald's has been repurchased many times, and now McDonald's is one of AIKE's long-term customers.

AIKE's analysis concluded that the most repurchased types of enterprises are chain restaurants, hotels and real estate.

Ma Yimeng, head of cross-border e-commerce at AIKE

Through Amazon business purchases, we will always get relatively large receipts. For example, some customers who are engaged in real estate projects purchase our products in one project and have a better experience, so they will fission to other projects. The same is true for chain restaurants and hotels. If a brand customer chooses us, they will use our products along with dozens of real estate properties, hundreds of restaurants and hotels. In this way, the sales efficiency will be higher and the purchase quantity will be larger. This is the advantage of opening Amazon Enterprise Shopping.

AIKE believes that what drives users to make final purchase decisions lies in the quality of the product itself and the experience and value it brings to users. Under the value proposition of "product is king", AIKE is relatively simple and rational in terms of product promotion methods.

Vine comment tool

Every new product promotion of AIKE will use the Vine comment tool. On the one hand, it can quickly obtain high-quality evaluations for new products, thereby strengthening endorsement and attracting more users to purchase and convert. On the other hand, it is also possible to obtain the user's first-time experience feedback through evaluation, and collect information for product upgrade iterations, killing two birds with one stone.

From cross-border e-commerce Xiaobai to products selling well in many countries, AIKE has experienced a magnificent turn from a traditional factory to an international brand, and has also experienced different development stages of foreign trade models. What is the biggest difference before and after Amazon? AIKE believes that by opening Amazon Enterprise Shopping, you can open up overseas markets without traveling.

In the past, when doing traditional foreign trade, AIKE mainly developed customers through channels such as exhibitions, online development and customer visits. These methods mean the establishment of a large number of sales teams, a long procurement cycle, multi-level relationship maintenance and the input of various resources.

Amazon makes business simple and direct. At first , AIKE's cross-border e-commerce team only had one person in charge, and it successfully started the operation of Amazon's US station. Today, it is still light-packed, and three full-time operating personnel can handle hundreds of millions of business volume.

Ma Yimeng, head of cross-border e-commerce at AIKE

After we joined Amazon, we didn't actually need a lot of operations. On the one hand, improve the seller's display information, on the one hand, set exclusive purchase prices for enterprises and institutional buyers through tools such as enterprise prices and quantity discounts purchased by Amazon enterprises, and then ensure product quality and after-sales service to improve product ratings and rankings. Being at the top will naturally attract many B-end buyers to place orders.

The new foreign trade model of Amazon Enterprise Buying is in place in one step, efficiently linking the supply and demand of merchants, directly reaching overseas end enterprise buyers, helping AIKE to successfully transform the traditional foreign trade business online, and more easily and effectively realize the brand cross-border overseas.

E-commerce has become a new choice for traditional manufacturing companies to break through performance bottlenecks . AIKE, as a seller with rich experience in e-commerce , summed up the secrets of factory-type sellers' success in placing orders on Amazon . That is to pay attention to products, whether it is product information, seller qualifications and product quality, we must do better, even if we don't need too much marketing, we can get good results.

Ma Yimeng, head of cross-border e-commerce at AIKE

Amazon has its own model for operations, such as requirements for pictures and copywriting. Through analysis tools such as management experiments, we can understand user preferences and optimize listings to increase the conversion rate of purchases. In Amazon, products are the core, and user needs are constantly being introduced. How to gain insight into user needs, continuously develop new products, and improve production technology is the key.

And this is also the reason why professional sellers like AIKE who are good at technology research and development and deeply cultivate a certain field are like a fish in water on Amazon -they can concentrate more on serving customers, innovating products, and realizing their brands go global. As AIKE said: This is the golden age for factory sellers to go overseas.