What's the hottest thing about Prime Day Australia this year ? No doubt, absolutely: the smart home!
At the Australian station where the competition in the smart home category is so fierce, the dark horse Yuli Uoni was born – in just 10 days , it was listed on BestSeller and topped the list all over Australia!
The best-selling vacuum cleaner is a patented product of Uoni. In this company specializing in smart home cleaning products, there are only three or four types of products, but from technical details to appearance design, each product is meticulously cultivated, based on customer needs and iterative optimization.
Yuli does not blindly seek to become bigger and wider, but to keep improving according to its own characteristics. As Anna, the sales manager of Yuri's cross-border market , said, "The secret of Yuri selling all over the world is to make small and beautiful things to the extreme."
Like most of the post-90s generation, Anna is determined, confident, and dares to fight. She has experienced the ups and downs of the Red Sea Station, rolled up her sleeves, and went to the Blue Ocean Australia Station, with an operation team of 8 people moving forward. Go global.
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Anna shared with us the origins of Yuri and Amazon Australia.
01About brand positioning
"From the beginning, it was to be global, and Amazon was the way to go"
It started in Shenzhen in 2017. At that time, Yuri was only a small team of 10 people. Today, the company has more than 100 people.
A small team with big ambitions, Yuri has clearly defined the goal of "going global" from the very beginning. When the domestic product line is mature and the performance is booming, Yuli began to deploy globally at the end of 2020, and opened Amazon's US, Europe, Japan, Australia and other sites as soon as it came up. In 2021, the total cross-border transaction volume of Yuli will reach 9 million US dollars!
"We have tried many cross-border platforms, but it turns out that selling on Amazon is easier and more effective." Yuri's sales on Amazon account for nearly 92% of all cross-border business, which gives Anna confidence to choose Amazon .
Among the emerging sites, Yuri Australia is particularly effective.
Data shows that the proportion of online shopping population in Australia has reached as high as 75%, and the number of e-commerce users in Australia is expected to reach 21 million users in 2025. 1
Yuri's sales in Australia are also rising, with annual revenue accounting for about 1/5 of its global sites , and it can even double several times during peak activity periods! For example, this year's Prime Day, the sales of the Australian station have been evenly matched with the US station and the European station, each accounting for 1/3.
The Australian station is indeed not to be underestimated. What are the characteristics of this blue ocean?
02About Australia Station
"Sellers are not saturated, technology products are in great demand and have great potential"
Under the catalysis of home office , the burden reduction and efficiency increase began. The online consumption boom in Australia was surging, and Anna stepped into the game at that time and seized the opportunity.
How did Nayuri play a good card against the characteristics of the Australian station?
First of all, the consumption level of Australians is generally high , and the price of goods is also high, and some are even higher than the average market price. And this coincides with Yuli's strategy of increasing the unit price of customers.
"What we want to do is the best of the best." Anna said that Yuli will not deliberately lower the price in order to compete for sales. Small and beautiful does not mean cheap and low-quality.
Secondly, due to geographical differences, Australia and Europe and the United States are located in the northern and southern hemispheres, respectively, and the seasons are opposite. Sellers can take advantage of the same style to sell against the season , killing two birds with one stone.
Because of this, Anna applied her actual combat experience in the US station, the gameplay of Red Sea products, and the pits she walked through to the Australian station. " Using the way of the US station to do the Australian station is a dimensionality reduction attack !
From an operational point of view, orders tend to decrease after 12:00 noon in the US station , but at this time the Australian station starts to issue orders; the languages and products sold in the two countries are also the same, which is convenient for selling goods. And Anna observed that, operating at the same pace, the same product is always sold better in Australia than in the United States, and the price is also higher.
Third, the sales volume of the Australian station is good, but also because of the high profit of the site itself .
1 High return on advertising:
The market is not crowded, and ROAS (return on advertising expenditure) is high, that is, the same product, the same delivery method, the CPC of Yuli in Australia is 2/3 lower than that of mature sites, and it makes more money.
2 The platform has low commissions:
The Australian station platform commission is 7%, which is generally lower than that of mature websites.
3 Low return rate:
The data shows that the return rate of Yuli’s explosive product V980Plus in Australia is nearly 4% lower than that of mature sites.
Finally, and most importantly, the Australian industry is not dominant, so the demand for technology products is relatively large, and the smart home products of Yuli’s strengths happen to meet the needs of the Australian station.
Yuri's success is inseparable from the right time and place, and of course, it is also inseparable from good operations.
03About the operation of explosive products
"Australia station promotions, as long as they don't lose money, they will all be reported"
At the beginning of July, Yuli launched a new high-customer unit price vacuum cleaner. With almost no warm-up, this product became the Best Seller within 10 days, and in less than a month, it was almost firmly on the Top 3.
New products sell well, how does Yuli do it?
Anna shared that the first time the new product was on the shelves, they did a one-week off-site promotion. Before that, Yuri also made a Prime Exclusive Discount (Prime members exclusive discount) in advance, which boosted sales, and relied on a wave of OzBargain to drain traffic, making it the top 10 in small categories.
Then, with the help of Prime Day's traffic, the new product list was launched. After a few days of stability, Anna reported the in-site promotion at the end of July, and directly put Yuli's new vacuum cleaner on the Best Seller.
Pushing the new rhythm is fast, accurate and ruthless, Anna, born in the 90s, has given the brand a youthful ruthlessness.
In addition to pushing new products, Anna's courage and courage are also reflected in promotions and drainage.
As for promotion options, "As long as you don't lose money, you can report all of them!" Anna believes that all promotions are a process for sellers to receive traffic and stabilize their rankings.
Let's talk about the secret of traffic drainage, "The money that can be burned in the station must not be placed outside the station." For sellers who currently sell heavy traffic, Anna suggests to spend more money on the website to drain traffic. The method is as follows.
First of all, open the Sponsored Products (product promotion), Sponsored Brands (brand promotion), and Sponsored Display (display promotion) on the Amazon site, so that you can maximize the advertising and undertake all the traffic on the site.
Secondly, for promotional advertisements such as Lightning Deal (seckill), Best Deal (7-day promotion) and Top Deal (treasure of the town store), Anna will choose to optimize the search page ranking to obtain a higher conversion rate of the promotion position.
In addition, for off-site promotion, celebrity cooperation is a must .
Based on her experience in mature sites such as Europe, America and Japan, Anna has also started a celebrity cooperation route in Australia, seeking cooperation with vertical bloggers that fit the smart home category on social media, such as housewives, pet lovers, etc.
"It's not realistic to ask beauty bloggers to help me promote the robot vacuum cleaner," Anna joked, "We will always pay attention to the interaction, likes, and feedback of the influencers to know whether the influencers themselves need this product and whether they are satisfied with this product. ." Yuri will determine the partners suitable for its own brand from multiple dimensions.
Finally, in terms of logistics , Anna also reminded.
"In fact, the Australian station is not as mature as the American station in terms of logistics, promotion, and after-sales. This is a pain point." In Anna's impression, the trouble encountered occurred in August 2021.
At that time, Yuri, like other sellers, was intensively preparing for the upcoming Black Friday, but the goods could not be put into the warehouse for 2 months after delivery, disrupting the subsequent listing and operation rhythm, and it was not resolved until early November.
Emerging sites always have advantages and disadvantages, and they all need to be experienced and summarized to make them the cornerstone of the brand's future .
Fortunately, Yuri did a great job in Australia, but it only makes single products, and the big names keep entering the game. How to avoid risks?
04About product polishing
"Look for the track and make small and beautiful things to the extreme"
Compared with other sellers on the operation side, Yuli will be more meticulous in the whole process, and the safety cycle of products, inventory and logistics will be controllable and adjustable. This is the focus of Yuli's global stability.
"Small but beautiful" has always been the direction that Yuri insists on. In the face of big brands, Yuli has differentiated its products and found its own rhythm.
After finding the track, the next thing to do is to polish the product from the buyer's demand . Once again, Anna's previous experience with mature sites came in handy.
People around the world have different living habits and different shopping needs.
In the United States, about 137 million people live in areas with poor air quality, and the number of people affected by particulate pollution has increased by nearly 9 million2 . The market demand for sweeping robots that can clean up large particles; while in Australia, households with carpets account for more than 9 million people. Most, 60%, own pets, so they would be more inclined to opt for a wet and dry sweeper that can clean pet hair and vacuum carpets.
Based on the two major needs of Australia, Yuli has planned a streamlined replacement version of the previous product, allowing consumers to obtain a better shopping experience at a lower price .
"Because we specialize in household sweeping robots, customer experience will always come first." In terms of new product development, Anna uses voting to obtain consumers' preferences for product appearance, color matching, acceptable price, and functional requirements. Never blindly develop .
In the face of product feedback, Yuri also attaches great importance to it. Reading product reviews, reading email replies, leaving comments on cooperative celebrity posts, and researching product Q&A are all tasks that Anna's team must do every day.
In addition, Anna will also pull out all listings and reviews of Amazon's Top 100 similar products (often occupying 90% of the market share), conduct big data statistical analysis, and capture various comprehensive feedback.Find out by counting word frequency
What are users most concerned about?
Where is the acceptable price line?
What to expect from a sweeper?
What is the approximate proportion of each function?
Use these 100 data as support to customize product optimization strategies .
05About Yuri Future
"Looking at the world, Yuri has always been on the road"
For Yuri, supply chain and product quality are always No.1, and promotion is just an acceleration channel for good products .
In the next five years, Yuli will continue to optimize and upgrade with products as the core. In the long run, Yuri will also pay more attention to brand cultivation, and Anna will also focus on independent stations to enhance brand power from a global perspective.
For sellers who want to enter the Australian station , Anna also has a lot of experience to share
Do market research
Confirm that your supply chain is mature and that products match demand. Australia is rich in natural resources, but the manufacturing industry is underdeveloped, such as Exercise, fitness, PC, games, and home. These products are in high demand.
good operational combat
To achieve overtaking on a corner, first ask yourself a few things:
Is the product positioning accurate?
Are in-site operations refined?
Is there a supply channel for off-site traffic?
Is the product quality controllable?
Is the after-sales guarantee perfect?
Is the anti-risk ability strong?
These are all necessary for good operational combat effectiveness. If you do these points relatively well, your product moat will be stronger.
Grasp resources and make connections
Both internal and external, we must grasp good resources.
On the one hand, whether there is a very good account manager to connect, provide event information, help review, and point out the direction. On the other hand, having a relatively mature and safe logistics channel is also a necessary condition for successful sellers.