Who is more fragrant between Amazon operation and independent station operation?

As far as the cross-border e-commerce track is concerned, deep cultivation of third-party platforms is undoubtedly the first choice for many sellers. However, under the influence of multiple factors such as the epidemic and the title, some sellers have already understood the importance of multi-channel layout to diversify risks. With its own natural advantages, the independent station has become the "third leg" for platform sellers to seek profits and avoid risks , and is rapidly rising.

At the same time, independent station operators have become the target of competition for many sellers, and their wages have also risen, and their average monthly salary has even exceeded Amazon's. Under the reality that the aftershock of the title caused some sellers to fall into business dilemma, and the independent station was supported by the government and the capital was optimistic, cross-border e-commerce operators also fell into contemplation: "Amazon VS independent station operation, which is more fragrant?"

The operating salary of the independent station surpasses that of the Amazon operation

In the past two years, as some sellers began to deploy independent stations, the operators of independent stations were favored by sellers, and some sellers even chose to hire them with high salaries.

According to data from recruitment websites, in the first quarter of 2022, the average monthly salary of Guangzhou Independent Station operators has surpassed that of Amazon, reaching more than 9k. Comparing the data that were almost close to the two in September last year, it is clear that a qualitative change has taken place.

After investigation on a recruitment website, the editor found that in Guangzhou, Amazon sellers have almost no educational requirements when recruiting and operating, and some require a college degree and 1-3 years of work experience; while the independent station recruitment operation mostly requires a bachelor's degree. 1-3 years or even more than 3 years of work experience. At the same time, multiple HRs indicated that independent stations will not accept operations with work experience within one year.

For operations with different working years, the salaries offered by Amazon and independent stations are even more different. It is also required to have 1-3 years of work experience. The monthly salary offered by the independent station is 7k-15k, and the monthly salary offered by Amazon is 6k-11k; for the operation of the independent station with 3-5 years of work experience, the monthly salary can even be opened to 11k-35k.

As far as the data is concerned, the salary of independent station operators has been increasing. From the average monthly salary of 5k in 2016, it has increased to about 9k today. In addition, while the demand for Amazon operations is much higher than that of independent stations, the demand for independent station operations has been increasing. Taking Shenzhen as an example, its independent station operation job demand ranks first in the country, with a job demand of 3.8k, which is still growing.

With the lure of high salary and good market prospects, it is not difficult to see why some Amazon operations choose to transform into independent station operations.

Comparing the operation of Amazon and the independent station, we can find the following differences: Amazon's operation work is not subdivided, while the independent station is subdivided into promotion, social operation and other positions according to the work content; compared with the weaker autonomy of the platform, independent The marketing, traffic and comments of the station have given the operation more room for independent play; unlike the platform that focuses on comments and listings, the independent station pays more attention to drainage and refined operations; on the platform, sellers rely more on products and prices. And praise wins, but the independent station emphasizes building its own brand.

In this way, there is a qualitative difference between the operation of independent stations and the work of Amazon. In terms of job requirements, independent stations have stronger requirements for operational capabilities and will be more challenging, but whether you choose Amazon operations or independent station operations, these positions have their own development prospects, and the focus still depends on personal development. planning.

Nearly 20% of enterprises plan to deploy, is the independent station under the tuyere easy to do?

According to a report by Haixi Cross-border Talent Network in 2022, among the 1000+ cross-border e-commerce companies, 15% of them have already deployed independent stations, and 20% of them plan to deploy independent stations this year.

The outlet of the independent station can be seen in a number of big-selling financial reports.

Lege : In 2021, the revenue of the independent station will reach 527 million yuan, a year-on-year increase of 89.19%, and the number of buyers of its independent station will reach 240,000.

Zebao : In 2021, the revenue of independent stations will reach 119 million yuan, a year-on-year increase of 101%.

Anker : In 2021, the revenue of independent stations will reach 390 million yuan, a year-on-year increase of 92.47%.

Zibuyu: The compound annual growth rate of GMV in self-operated stations in the past three years has reached 680.0%.

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In addition to the above-mentioned big sales layout of the independent station has achieved initial results, there are also some sellers who are flocking to the independent station track. The brand UNDERSTANCE of Huijie Co. , Ltd. will be launched on the North American independent station in 2021; Inhandong has established a digital marketing department and opened an independent station; Xingyun Group, which started from the import e-commerce supply chain, is also preparing to expand overseas independent stations, claiming to benchmark Shopify, with a revenue of 140 billion yuan.

As early as June 2021, the Shenzhen Bureau of Commerce issued a financial support policy for companies that develop overseas markets through independent station sales channels . This glow "second spring".

There is no doubt that with the continuous improvement of the independent station ecology and the help of domestic policies, the number of independent stations has risen to a new level. As far as the data shows, the number of independent websites established overseas by China has reached 200,000, which to a certain extent shows the popularity of Chinese sellers building their own websites.

When the independent station has become a hot topic in the industry, the demand for professional operation talents by sellers is also more urgent, which has also driven the popularity of independent station operation positions.

An HR said that at present, the company is gradually expanding its investment in independent stations, and urgently needs talents in various aspects such as independent station construction and channel promotion. In order to recruit satisfactory operations, the salary at the time of recruitment has been increased from 7k to 10k, but it is still unable to recruit suitable operations.

Operating costs are rising, and I am so happy that there are only migrant workers. As the demand side of independent station operators, sellers can't laugh in the face of rising operating wages, among which small and medium sellers are the most direct "witnesses".

"I was recruited in the second brush, and the company is on the verge of bankruptcy. I want to restore the blood of the independent station, but if I don't have money, I can't recruit a good operation . What can I do? " An independent station seller said no Less sadness from the transformation of independent station sellers.

A large number of sellers cannot do it independently. In addition to not being able to recruit suitable operators, they also face problems such as burning money and difficulty in obtaining traffic. Different from the platform’s regular play, the independent station is another set of gameplay, and for sellers, the establishment, operation, drainage and even supply chain and logistics distribution are all knowledge points that need to be repaired.

It is undeniable that the independent station is indeed the outlet, and it is also an important channel for sellers to deploy cross-border e-commerce. Especially after the independent station became popular again last year, many sellers began to set up their own independent station, but they were shelved after half a year. This is also a warning for sellers. We must clearly realize that independent stations are not so easy to do. Even if you choose to be independent stations, you need to plan ahead according to your own strength.

After all, it is a minority of people who are up-and-coming, and most of them are just looking at the back of their heads.