Products are sold in more than 80 countries and regions around the world! On-line Amazon 15 sites! Earn $400,000 in one and a half days on Amazon Japan!

I believe that many people have already seen the demeanor of Naturehike! (The following brand name is referred to as "Nuoke")

When it first launched on Amazon, it wasn't all smooth sailing. In the sharing with Mr. Liu, we found that we encountered many "unexpected" in the process of growing up. So in the face of these unplanned challenges, we dig deep:

1. How to adjust the global development strategy according to the characteristics of different sites ?

2. Experience summary of the characteristics of different sites ?

3. New ideas for product selection and brand development ?

4. What gave them the confidence to say that "it is not difficult for domestic brands to go overseas" ?

5. What advice and experience does Naoke, who has accumulated a lot of successful experience, have to share with sellers who are also cross-border e-commerce ?

01

<disk layout>

"I was on all of Amazon's popular sites from the beginning, but I didn't expect that the Japanese site performed unexpectedly well."

Mr. Liu: Since we are doing cross-border e-commerce, we must do it in the mainstream. Amazon is No.1, so of course we do it!

Mr. Liu has been working in the cross-border industry for more than ten years and has his own unique vision and insights on cross-border e-commerce.

Talking about the start of Nooke, Mr. Liu recalled: "In the beginning, many customers took goods to sell overseas through Nooke.

Seeing that it was selling well, they saw an opportunity, so they decided to go online and do cross-border e-commerce. On-line Amazon is also because of Amazon's high popularity and site coverage around the world. Since we want to go cross-border, we must do it in the mainstream. Amazon is No.1, of course we do it! And no matter how the objective situation changes, Amazon has always been our first choice for cross-border people . "

"Our product categories cover camping-related outdoor products, and we are currently online in the United States, Japan, Canada, Mexico, Europe, Australia and other sites. Amazon's sales account for more than 60% of the overall overseas e-commerce platform. "

Mr. Liu : The sales of the Japanese station accounted for one third of the whole, and the profit is still the highest!

"We made an overall layout plan before going online, and we planned to launch all mainstream sites, but I didn't expect the Japanese site to grow up first, and to develop faster and better . " Mr. Liu said, "In our original idea, we always believed that the United States was the largest market, and the Japanese and European markets may be relatively small. But from the results, the Japanese station has developed rapidly and the sales volume is very good!"

Speaking of the current development of Naoke on Amazon's various sites, Mr. Liu said: "The multi-site sales add up to 9 million US dollars, and the Japanese site accounts for one-third of the whole . "

"Maybe many sellers, like our initial perception, think that the United States is a big market, and Japan's volume is not so large, and they are worried about affecting the long-term development of stores."

Mr. Liu emphasized: "First of all, we have to ask ourselves: the US market is big, but is it related to our brand? Is the market size the main factor for us to choose a site? Does the market size have a great relationship with ourselves? This requires us to Measure it yourself. In addition to market size, there are many more important dimensions worth studying. ”

Mr. Liu used an old Chinese saying , "It's better to be a chicken head than a phoenix tail" as a metaphor, and break those inherent prejudices through the experience he has accumulated in Japan for many years.

" The profit of the Japanese station has always been the best. On the one hand, the Japanese station has a relatively higher threshold and higher requirements for funds and knowledge, so the competition is relatively less intense ; on the other hand, the commission of the Japanese station is relatively high. Relatively low , only 10%, correspondingly, the profit of our sellers will also increase.”

Mr. Liu : Japan is close, the logistics cost is low, and we are flexible in stocking. We will also do some tests in Japan.

" Japan is close to us! Relatively less money is spent on logistics and transportation. The delivery time is short and fast . Shipping is about a month faster than Europe and the United States. This makes us less likely to hold goods. In terms of funds, The pressure on shipping has been relatively reduced , and we can adjust the stocking more flexibly . Before the epidemic, the freight we sent to the United States was about 20-30 yuan per kilogram, but Japan only needed ten yuan per kilogram. The cost is less and the profit It is also higher . ” Geographical location is a unique advantage for Japan.

" We also like to do more testing at the Japanese station . We have accumulated more data on development and product selection, and the feedback speed of the Japanese station is also very fast , which can help us to select products more clearly. "

In addition to helping Nokian to measure and select products, Mr. Liu also said that the close geographical location also contributed to the similarity of cultures . "Japan is in Asia, similar to Chinese culture, and the product differences are relatively small. Everyone can understand each other and can better develop products."

Mr. Liu : The Japanese station has many promotional activities and is friendly to newbies. Our fast start in Japan is inseparable from the many promotions!

"There are very few stores with sales of over US$100,000 in a single store on Amazon's US site, but it will be easier to achieve US$500,000 in sales in Japan."

Talking about whether the novice can gain a firm foothold in Japan, Mr. Liu believes that the Japanese station is more friendly to the novice, "The Japanese station has a lot of promotional and operation activities , and our improvement and activities in Japan are inseparable. We will participate. Amazon promotions, including daily deals such as Lightning Deals, and events such as DOTD.”

Amazon promotions can increase product exposure faster and convert better sales . "In April 2019, we participated in the Monthly Deal, and the daily sales were around 10,000 US dollars. When we participated in the Monthly Deal activity, it reached about 100,000 US dollars a day! In 2019, we participated in the DOTD of Prime Membership Day. Let's take a day and a half of the big promotion. Our sales are about 400,000 US dollars . But we rarely participate in such a big event in the United States. "

Including the language problem that many sellers are worried about, Mr. Liu said: "Language is actually one of the easiest problems to solve. For example, if you can speak Japanese, it doesn't matter if you can't speak Japanese. Amazon is very friendly to sellers and will provide us with Listing translation tool. ”

02

<Talking about buyers>

"Japan has strong spending power, professional and high-quality consumers, and the return rate is only 1%."

Mr. Liu : Japanese consumers are willing to pay for good products! Their spending power is also very strong.

Mr. Liu used one word to describe Japanese consumers – pick

"They are very concerned about the appearance of the product (whether it looks good or not), the quality of the product, and the inconvenience of storage, etc. Their spending power is also very strong." Japanese consumers will not be stingy to pay for good products , and they will also pay for good products. Recommend the product to others. "In the second half of 2018, we had a product that sold for 15,900 yen. At that time, the sales volume of the product was not large, so there was no inventory. When the stock was about to be out of stock, we increased the price by 20%, but the result was that the sales became better. Later We've been selling at a higher price, but the sales are getting better and better!"

Mr. Liu used another word to describe Japanese consumers – high quality

"The Japanese station has a large number of high-quality customers. They will give detailed evaluations of the products, and we will improve and upgrade the products according to these evaluations." Nooke collects buyer feedback and data to dig out product deficiencies and more potential Business opportunities, "And the return rate in Japan is also very low , accounting for about 1%. We also highly respect Amazon Prime members. They are relatively high-quality buyers in terms of quality and economic strength."

Mr. Liu : Japanese consumers have high requirements for product segmentation, which also brings us more business space.

The operating experience in different sites has given Norike a clear understanding of the characteristics of consumers in various countries. "American consumers like more cost-effective products; Germany accounts for more than 60% of European business. German consumers have high quality requirements, but are not sensitive to price, and their user stickiness is very high."

When evaluating Japanese consumers, Mr. Liu used another word to summarize – professional

"Japanese consumers are very professional , and they have very precise product requirements . For example, in professional mountaineering projects, equipment is even calculated in grams. Also, they use different tables for coffee, tea, and barbecue, which are very delicate and subdivide the scene. very much. ”

The more demand, the more tracks and the greater the business space. "We need to develop different products to meet different needs. In fact, the more finely divided the products, the higher our profits . "

Mr. Liu : We will listen more to the voice of the market and consumers.

In the face of different markets and different consumers, it is even more necessary to understand the voices of the market and consumers. "We can't do things behind closed doors. Products must be market-oriented . We need to listen to the voices of the market and consumers. "

"The peak season of our products is from April to September, but we have also developed some winter products according to the needs of consumers, and will replenish according to the needs of consumers. For products such as down jackets sold in winter, even in June we also will sell."

Talking about the development goals of the brand, Mr. Liu said eight words " forward- looking and leading the market ". On the road of leading the market, Nooke has been making efforts to this end, "Our team will communicate and analyze frequently, and will learn and track the market from a professional perspective, and make some new products that can keep up with the market. We We will also cooperate with professional institutions to obtain consumer insight data, and then improve and improve our products.”

03

<Speaking about products>

"We don't make explosives."

Mr. Liu : Compared with popular models, we prefer products with their own characteristics.

It does take a bit of luck to create an explosive product. But Nooke's product selection ideas seem to be somewhat different: " We don't like to make popular products, and products must have their own characteristics. We believe that the unit price of popular products is not high and too popular, and it is easy to be plagiarized. We used to have a 10 There are many sellers copying products around US dollars.”

"We will develop products with different appearances and colors under the fixed product line . For example, in terms of color, Japan prefers plain and cool products; in terms of style, Japanese prefer tents with halls and can support outdoor families. Products for activities, and Americans prefer tents combined with cars. ”

Mr. Liu : We grow together with our suppliers.

To do cross-border e-commerce, you do not necessarily need to have your own factory. In the development process of Nooke, the tacit cooperation with suppliers is also an important part of creating good products. "Working with suppliers, there will be some inadequacies in the beginning, but we treat them as partners and grow together."

"Now we will also do a good job in process supervision , control is very necessary, and we have been learning and making progress together. We didn't supervise much before, but now we will send quality control colleagues to follow up and supervise key nodes, and find problems in a timely manner. processing, and the inspection link should also keep up. ”

Mr. Liu : Japan has many advantageous categories.

Selection and site are mutually accomplished. "The outdoor industry originated in Europe and the United States, but it was developed in Japan." It is precisely because of the fact that outdoor products are suitable for the Japanese market that Norike can develop faster and better in Japan.

Speaking of Japan's dominant categories, Mr. Liu made a brief summary. Combined with Japan's own characteristics and environment, sellers of these related categories may wish to try the Japanese station first:

★Furniture, storage, DIY, Cosplay and other personalized products;

★Heating, heating, drying and other related products to deal with the rainy season in Japan;

★Emergency products such as outdoor power supply;

★ Air purifiers and other related products that can relieve Japanese pollen allergies.

04

<Make a brand>

"It is not difficult for domestic products to go overseas."

Mr. Liu : We believe that brands and Amazon should have a complementary relationship.

"We have adjusted the localization of our products under different market backgrounds and based on the general principle of the brand. In terms of brand image, the brand promotion strategy is also different. Foreign countries still like paper media very much. "

Norke also uses Amazon brand tools to build overseas brand images . "Brand analysis tools are helpful to us." When referring to the relationship between Amazon and brands, Mr. Liu added, "I think brands and Amazon should be A mutually reinforcing relationship . On the one hand, sales and exposure on Amazon can promote our brand, and on the other hand, the increase in sales of our brand is also helpful to Amazon’s overall sales. ”

Mr. Liu : In fact, small internet celebrities will bring unexpected benefits.

As we all know, big influencers can bring a lot of traffic and exposure to brands, and many brands are also willing to cooperate with big influencers to increase brand awareness, but Nuoke has new insights on this: " In fact, small influencers will bring meaning Unexpected gains , we think part of the reason may be that personalization is now advocated, and the attitude of following the trend is not strong. ”

"The unit price of this tent in the picture is about 200 US dollars, and it can sell about 20 pieces a day at most. The sales volume is very high. When this tent was launched, it was recommended by a small Internet celebrity on YouTube in Japan. He took our tent to Outdoor camping, I posted it on YouTube, and traffic quickly picked up."

Mr. Liu : We must have national self-confidence, and it is not difficult for domestic brands to go overseas!

"In fact, foreign countries are very willing to accept new brands." Talking about the competition of new brands at home and abroad, Mr. Liu also said, "E-commerce is developing so fast now that new brands are often launched, but there will also be more ways to make brands growing up."

Talking about whether there are many difficulties for domestic brands to go overseas, Mr. Liu said that it is not difficult for domestic products to go overseas, and foreign big brands are not necessarily insurmountable peaks. "We must have national self-confidence ! Our bosses often say: 'We are a complete Chinese outdoor brand!'"

Regarding the future , President Liu is also full of expectations for the brand , "I hope that our brand can make a breakthrough, not only in the sales stage, but also help us achieve the preset goal of 10 million US dollars as soon as possible!"

Amazon Global Store: Finally, I would like to invite Mr. Liu to share some suggestions for novice sellers who are considering doing cross-border e-commerce, or old European and American cross-border people who are planning to expand their business to Japan.

Mr. Liu : I can't talk about suggestions, I can only say that it is a few small summaries of my Japanese station, I hope it can help everyone. As I said before, the Japanese station is more friendly to novices, and for the old sellers who want to expand their business, Japan has a lot of business opportunities and it is worth deploying:

★ Japanese consumers are relatively high-quality and highly professional. For sellers, as long as the products are excellent, these consumers are willing to pay .

★ The profit is relatively high , because the commission of the Japanese station is low, the cost of our investment is relatively small

★Japan is close to us, the logistics cost is relatively low , and we can flexibly adjust the inventory ; at the same time, it is very convenient for quick product testing

★ Japan is very suitable for beginners to start , because there are many promotions, it is suitable for beginners to gain a firm foothold in the early stage

★Japan has many advantageous categories , and sellers will have more business choices

★The cultures of China and Japan are relatively similar , which is conducive to our understanding and mastery of consumer preferences

★Finally, Mr. Liu did not forget to remind all sellers to pay attention to compliant operation, "We operate compliantly, so one set of accounts is not afraid of streaking!"

The success of Naoke is not accidental. In the process of cross-border e-commerce, Naoke has truly achieved product-based, brand-deep, and compliant operations . Since its launch in 2017, Nooke has also faced unknowns and challenges, but it is precisely because they have clearly figured out the way they want to go from the very beginning, continuously optimized their products, listened to the voices of consumers, and insisted on cooperating with others. Regular management and no black technology, let the brand ride the wind and waves in Japan and even the world, and make good results.

The success of Nooke in Japan also confirms the potential value of Amazon's Japan station. Smaller competition, higher profits, faster logistics, high-quality buyers, rich activities … Take the fast lane of the rapid development of Amazon Japan Station, I believe you can be like Nooke, in full of opportunities and profits. Not a small Amazon Japan station, lay a piece of your own!