Cross-border e-commerce industry

We are experiencing the era of blooming flowers

New opportunities start from Amazon's cross-border e-commerce . With the expansion of overseas demand, China's cross-border e-commerce industry is getting better and better, showing a thriving cross-border e-commerce industry.

Under the wave of going to sea, a group of new foreign traders born in the 90s have appeared one after another . They are looking for unique secrets to win by surprise, and they are constantly polishing their martial arts, looking forward to making a difference in the martial arts.

Nanjing Xinmai Information Technology Co., Ltd. (hereinafter collectively referred to as "Xinmai Technology") is one of them.

In 2017, the two formed a group and ventured across the border. Relying on the perfect supply chain system, digital operation capabilities and the hard work of the post-90s, in 2019, Xinmai Technology has achieved sales of over 100 million. Now, The cross-border operation team has expanded to 50 people, and sales have doubled in the past two years.

How did Xinmai Technology achieve such a fast growth rate?

Let me listen to Mr. Wang, the founder of the post-90s generation, how does he tell his story?

01

Use data to drive product innovation

Explosions are a matter of course

Every Wednesday morning, analyzing the product data on the data board for half a day has become the normal work of Mr. Wang.

"The data department collects the data once a week and summarizes it to me." Mr. Wang has a natural sensitivity to data, "Data is the most authentic way to reflect the product and market conditions, and I will also require operators to have data awareness and data analysis capabilities. ”

According to Mr. Wang, Xinmai Technology has long realized that digital operation is the general trend of cross-border e-commerce, and began to try to build a data model in 2020.

From product selection to operation, from hardware to software, from team to supply chain, and so on.

The trial and error process of more than two years also made Mr. Wang feel the hardships and difficulties. But all the hard work comes, and data-based operations have become the "killer weapon" for Xinmai Technology to win the overseas market .

Photo /Photo provided by Xinmai Technology

ask

Many single products have won the best seller, what is the secret to create a hit?

Xinmai Technology replied:

Our data department will include the company's own data, competing product data, industry data, etc. From the perspective of data analysis, we will build different product promotion models, and then conduct comprehensive analysis based on the model, and repeatedly carry out key indicators Optimization, of course, the model is also constantly being optimized and upgraded , which may be the main reason why "we can run faster than our opponents, faster than ourselves yesterday" .

In the initial stage, we tracked and analyzed the market and keywords, and found that there was a surge in demand for a product in the North American station— shelves hung on the wall for display and decoration, but the material, color, pattern, and matching of wood How to choose the shape of the piece is a matter of attention. "

Xinmai Technology’s approach is: through the collection of product selection data, select the “enduring” product elements in the shelf market in the past three years as the basic elements; then select the new products that have risen fastest in the past six months, and analyze their differences from the old products The popular elements and attributes are refined; then the classic and recently popular elements are integrated and innovatively mixed and matched, and the five designs are tested in small batches, and then based on the feedback of the operation data after the launch, it is decided whether to mass-produce.

ask

How to mine the meaning behind the data?

Xinmai Technology replied:

Building a model requires collecting a large amount of data, which is what our operations do every day. In the process of collecting data, they can also simultaneously understand the current location of their products and the room for optimization. When the operation discovers the optimization point from the data, it can use the data promotion model to verify whether the decision is effective.

ask

How can enterprises achieve cost reduction and efficiency increase through digitalization?

Xinmai Technology replied:

Finely manage every important indicator! When "efficient operation" becomes the "secret weapon" for the sustainable development of the enterprise, every data is refined, and the cost reduction will naturally come sooner or later!

02

Cross-border e-commerce is a long-term business

Can't just watch the day and night

As a semi-senior veteran player in the cross-border industry, "Remain true to the original intention and make good products" has always been the credo that Mr. Wang adheres to.

Since its launch on Amazon, it has built its own data department from scratch. The operation team has continued to expand and formed five subdivision groups according to the product line, and continues to launch new patented products … It can be seen that what Xinmai Technology wants to do is to be trustworthy, Good quality, great product.

Mr. Wang also admitted frankly that he had stumbled in the "quick for success", which further strengthened the determination of the company to develop rapidly.

"Brand building needs to be done step by step"

Xinmai Technology / Mr. Wang

We stepped on a trap before and wanted to be in the high-end market when we came up, because the profits are very high , but it turns out that if you want to go high-end, you actually need to build the minds of users. It is difficult to pay directly if you don’t recognize the brand. This matter is still urgent. Not coming.

So, how to implant brand value deeply into the hearts of customers through product strategy?

Xinmai Technology has thought of a way – focus on mass models in the initial stage, occupy the market share of basic models, and after establishing a certain sales scale, go to the shelves of patented products to improve brand recognition . Once you know it, you can accept that we sell a slightly more expensive product, which is more profitable and can save a lot of advertising expenses.”

Mr. Wang said

Patented products can guarantee profits, and can also strengthen the industry competitiveness of our company, which in turn inspires us to develop new products.

Therefore, Xinmai Technology has continued to increase investment in research and development, established its own product research and development center, and recruited many front-line industrial designers, hoping to make products that "continuously meet consumer needs and have brand attributes".

Do "small and beautiful" first and then "big and comprehensive" "

Xinmai Technology / Mr. Wang

We have also stepped on the "cross-category" pit. The direct result of this approach is that the traffic is not accurate, which is very detrimental to product conversion.

The lesson this time also gave Mr. Wang some inspiration: " You can't subdivide for the sake of subdivision, you have to think carefully about what problems consumers need to solve in this scenario, and the appropriate category is determined by the needs of consumers. "

Facing the market environment surrounded by wolves, Mr. Wang showed a kind of rare patience.

"

Xinmai Technology / Mr. Wang

Our top priority is to refine each category, so that each subdivision team can focus on the category they are responsible for . Of course, we will recruit more artists and designers to form a more refined operation mode.

As for whether the successful experience will be copied to other sites, Mr. Wang said: "The hard bones have to be chewed out piece by piece. Let's concentrate on getting a thorough understanding of the North American site."

03

Online Amazon Enterprise Shopping

I won a large order from the enterprise

As the saying goes: "Good wind relies on strength to send me to Qingyun." If you want to easily deploy the world, sometimes you need to use appropriate strength. Xinmai Technology has always been well aware of this truth.

Xinmai Technology / Mr. Wang

We found that a considerable number of overseas companies are also purchasing on Amazon, so we launched Amazon Enterprise Shopping. Enterprise shopping has helped us obtain new business growth. At present, our sales on Amazon's B-side account for about 10% of our total sales, and this proportion is still increasing.

"On Amazon, we can not only face end consumers, but also win large orders from enterprises, allowing us to walk on two legs." Mr. Wang revealed that relying on Amazon's enterprise purchases, Xinmai Technology's business has taken on a new look. The vitality, to a large extent, is due to the selection itself.

"Some products have their own B-end hot-selling attributes. For example, our magnetic whiteboards have always been a product with a high frequency of purchases by overseas companies and schools . As the overseas epidemic situation improves, magnetic whiteboards have also ushered in a peak purchase. "

If you want to know about the "evergreen tree" category and "potential stock" category that Amazon buys from companies , please click on the link Overseas corporate buyers are crazy about buying!Inventory Amazon 's 9 major categories, 180+ hot-selling sub-category selections

How can it be easier to directly hit the preferences of corporate buyers? Mr. Wang also gave two points of experience.

Set quantity discounts

" We set up bulk discounts according to different quantity levels . For example, the prices of 10, 30, and 80 products are successively reduced. When corporate buyers see a suitable discount, they will place an order directly without additional communication."

Qualification and certificate display

" We have uploaded relevant certificates such as environmental protection certificates and product certifications , which will make it easier to gain the trust of buyers and increase the chances of getting orders. "

As a brand owner, Mr. Wang believes that Amazon Enterprise Purchase has built a global bridge for Xinmai Technology, helping Xinmai Technology to efficiently connect with global enterprise end customers.

In the future, Mr. Wang said that Xinmai Technology will continue to carry the "free ride" of Amazon's corporate purchases , seize more business opportunities for B-end large orders, and continue to optimize its own operating model while increasing the buyer's repurchase rate , to further expand the brand influence.

Mr. Wang, who has successfully stabilized his footsteps, what do you want to say to new and old sellers?

01

Deepen the product line. To make the product to the extreme, let users know the story behind the product.

02

No data, no life! Using data to predict the future can not only avoid pitfalls, but also predict business opportunities.

03

You should take a long-term view , don't be too rigid about the immediate achievements, and at the same time do a good job of fine-grained articles, the two are inseparable.

04

Brand building is not a one-day effort , it must be done in a long time , and don't rush for quick success.

05

Keep up with Amazon's trends and policies , and use continuous learning to seize new business opportunities!