At this stage, female operators are more suitable for Amazon?
The gender issue of Amazon's operating positions has always been a hot topic of discussion among cross-border practitioners, and the proportion of male and female operations in the company also depends on the situation.
As some companies become more mature, many small and medium-sized Amazon seller bosses believe that women may be more suitable for operational positions, mainly due to carefulness and stable work. Compared with female operators, there are more self-employed entrepreneurs in male operators, and the brain drain rate is relatively high.
Some industry insiders have found that the proportion of female operators in many companies in the industry is relatively high. At present, there are also some companies with more male operators. In order to balance the ratio of male and female employees, they have begun to recruit "female operators" .
However, with the development of the industry, just like men, the cases of female operators/women entrepreneurs running Amazon or entering the cross-border circle alone are also increasing, and some have achieved good results.
These new entrepreneurs are expanding the number of Chinese sellers. The market share of Chinese sellers on Amazon has returned to the peak. Most people believe that they should not rely too much on Amazon and strive to achieve diversification from Amazon. However, judging from the current performance, Chinese sellers have not given up on Amazon. is also relatively high.
For stability, Amazon sellers prefer female operators?
Recently, the industry seller blogger "Amazon Beauty Knife" said that for the small Amazon team, 8 of the company's operations are women. The reason is generally that female operators are more stable, male operators are more likely to work alone, and it is easy to bring female operators with good performance to open mom-and-pop stores.
The seller also launched an interesting survey: For small teams, which is more suitable for Amazon male or female operators? As a result, most of the voters chose female operators. By the time the author looked at the data, the proportion of women operators was as high as 85%.
In this regard, more seller bosses have their own opinions. A seller bluntly said that Amazon's operation requires carefulness, patience, and strong execution. Under the same education level, girls have an advantage.
Amazon seller Mr. Tian said that most of the company’s female operators are female operators. Relatively speaking, he prefers to recruit female operators, because it’s really easy for male operators in Shenzhen to go out and work alone.
Seller boss A said that there is no gender discrimination, and I do not recruit men or local people with my team, because the candidates who have been interviewed are either unstable or not down-to-earth. Relatively speaking, there are many women who have done well. One Hundreds of thousands of commissions per month are also safe and steady to continue to work hard.
Cross-border practitioner B introduced that in the past, all the foreign trade salesmen of the old company were women. They said that men’s ambitions were too big, and they would go out to work alone when their performance was good. The best female salespersons made 40 million a year, and they were also safe and stable. Work steadily.
Cross-border practitioner C mentioned that he visited a client a few days ago and found that there was only one boy in their office on the 20th or 30th.
D, a cross-border practitioner in inland cities, also confirmed that his company has established multiple e-commerce platforms, and the operations of each platform are basically dominated by women, accounting for more than half.
From seller E's point of view, it is more realistic for a male operator to bring the best-performing single female operator to open a mom-and-pop shop . In the company he used to work for, basically a male operator with a little "two brushes" would go out and work alone. The operation is basically the Women's Army, and the women's operation is more stable.
1. Do you have more male or female operators in your company?
1. There are many male operators
2. There are many female operators
2. When recruiting, the company prefers male operation or female operation?
1. Male operation, keen and courageous in selection
2. Female operation, stable and meticulous, small chance of going it alone
Judging from the feedback from many sellers at present, some Amazon small and medium-sized enterprises have a higher proportion of female operators, and industry operations have also confirmed this situation.
Operation A said, I am the girl with good performance. Our company has 30 employees and 25 girls . Operation B said, "My boss prefers girls when recruiting, and basically doesn't want men." In terms of recruitment, some companies also make special cases to recruit female operators.
A company in Shenzhen specially recruits " female operators "
A company in Shenzhen has issued a recruitment notice to recruit a female operator of Amazon's US station. The requirement is to have two or more years of experience in the operation of the US station, preferably electronic experience, or strong ability. Experience is not required. The treatment is two days off every week, no salary deduction for taking leave, no need to clock in when you go to work, the basic salary is higher than that of ordinary companies, and the commission is based on your own performance. The company's insiders believe that the treatment given is good, but it has been slow to recruit female operators.
As for why you want to recruit female operators? The company mentioned that the proportion of male colleagues in the company is 90%, and the ratio of males and females is uneven.
Seeing the problem of the proportion of males and females, some colleagues said that different companies have different situations. When they were making clothing before, the company's operations were almost all girls, and there were very few boys. Later, they went to another company, and they were still women. More men than men.
This company, which recruits female operators in order to balance the ratio of men and women, also gives some operators a heartbeat. A cross-border practitioner said bluntly: " It's outrageous that you can't recruit people under such conditions ! " A male operator joked: "Can gender not be so dead? I can wear women's clothes to work."
Although some people are tempted by the treatment, they must meet the relevant recruitment requirements, so some people will be persuaded to quit. Some practitioners have analyzed the reasons why this company is difficult to recruit: 1. The company's salary is good, but the requirements are not generally high, and the degree of persuasion is much higher than the degree of attraction; 2. Maybe now during the epidemic, people want to stabilize and do not consider changing jobs many.
Some peers also mentioned that the operating environment of Amazon has deteriorated this year, the demand for jobs has dropped sharply, and the salary has also declined compared with last year. This year, the recruiter has an absolute active advantage. As some companies withdraw from the cross-border e-commerce track, The unemployment rate of the operation has begun to increase. At present, there are more operators looking for jobs, and there should be more female operators than male operators, because some male operators may start to work alone or change careers, some have become truck drivers, and some have switched to freight forwarding. Some became riders.
When the demand decreases, the recruiter either does not recruit people, or recruits people according to their own development.
This year, Amazon’s small and medium-sized seller bosses are not having a good time. With the cold market, more cross-border sellers are no longer blindly expanding or recruiting this year. Many companies are still laying off staff and reducing their scale, or fleeing Shenzhen’s stability. Return to the business model of mom-and-pop stores.
Obviously, the recruitment of operational positions is directly related to the business development of Amazon sellers. When sellers' advertising costs rise and logistics costs rise, profits will suffer a serious decline. In addition, this year, the price competition among Amazon sellers has intensified. Many sellers compete for market share at low prices, and do not hesitate to sacrifice profits. Many sellers have regressed in performance and their profits have shrunk, and the profits of sellers who have increased their performance have also been affected to varying degrees.
Under such market conditions, many sellers take "survival" as their goal this year, and everyone's mentality of seeking stability has also made the advantages of female operators more prominent. Therefore, in the current market, female operators may be more popular.
However, some people in the circle believe that in fact, female operators have advantages and disadvantages. Operational work is very tedious, and it is easy for women to worry about tedious things, leave important work aside, and focus their time and energy on solving small problems.
For example, a male operator dares to burn 2,000 dollars in advertising fees for a link , but most female operators will not have such courage. It is also because of this that it is difficult for many female operators (not all) to become the leading entrepreneurs of the company, so their jobs are stable.
Its statement has also been recognized by some female operators. A female operator said that the male operator spends $300 a day and still loses for 3 months in a row. Another female operator mentioned that the cost of our female operating a link is basically 3000-5000 US dollars.
In the opinion of a senior industry insider, in the cross-border e-commerce industry, male operators and female operators have their own advantages and specialties. Male operators are better at rational data analysis, more accurate in making operational decisions, and more sensitive in product selection; while female operators are better at basic operations and detailed processes such as picture design.
Based on the opinions of many people in the industry, it is generally believed that male operators are more courageous and female operators are more stable. In fact, men and women have their own advantages in operation, it just depends on the specific needs of each company, and the recruitment at a specific time is in line with the development of the company.
Perhaps in a specific market industry, the proportion of female operators in Amazon has increased, but female operators are not necessarily stable and unambitious. Another situation is that the number of women trying to start a business is increasing.
Operating resellers, female entrepreneurs are increasing
"Stability" is one of the main reasons why female operators are favored, but under the continuous impact of the cross-border wave, more and more women have also begun to turn to entrepreneurship and go to Amazon alone.
The blogger "Amazon Chen Dasheng" shared his entrepreneurial experience.
This blogger is a girl in 1993. She was previously in the advertising industry and traveled frequently to work overtime. She decided to make a transition out of long-term considerations. In 2021, he settled in a small Amazon company that is mainly engaged in the US station. He personally operated almost all links such as product selection, ordering, taking pictures, packaging, and operation. After working for more than a year, he became familiar with Amazon's basic operation process.
In September of this year, he decided to quit his job and start a business. His goal was not big. It was enough to earn a salary and have a small monthly deposit. It is understood that the seller currently produces more than ten products, and the first product sells 600+ per month. However, because the development of new models was too anxious, after opening 5 new models in a row, a loss occurred in October.
Most of the time, the start-up capital for a solo business is limited. Entrepreneurs are often very cautious and explore step by step, and it is easy to enter a growth bottleneck after achieving a certain income in the later stage. "I started in Japan with 30,000 yuan, and now I'm using the money I made in Japan to open the U.S. station. Although the pace is a little smaller, it is very stable." A seller said. Another seller said that he has been doing self-delivery for almost a year, without advertising, and there are a few orders every day.
Seller Li Juan has successively deployed multiple e-commerce platforms such as AliExpress. This year, she officially started to operate Amazon. Because of her previous knowledge of the consumption and aesthetic habits of European and American users, about half a year after her products were put on the shelves, the Amazon store Profit has already started.
For Amazon, Li Juan felt a little bit late to meet, and bluntly said that she had missed tens of millions before. She thinks that it is relatively easy to do Amazon. Art and pictures are outsourced, shipped to FBA, and selected a few products. The overall situation is still good.
Entrepreneurial attempts, of course, are not always fruitful. A full-time mother has been working on Amazon for a year and has lost nearly 100,000. The problem is in the selected products, and then she is ready to rectify and then set off. Another seller has 3 years of Amazon experience. He started a business for one year and has a monthly turnover of 100,000, but he is still in debt and can't help but be confused.
Obviously, even for old sellers, it is not a labor-saving thing to do Amazon this year, so in the face of most voices who want to start a business, people will intuitively reply -this year is not a good time. But it is undeniable that the more difficult times are, the more opportunities there are for overtaking. As one seller said, the epidemic has frightened 80% of entrepreneurs, while the remaining 20% have obtained 80% of the resources, which is why they occupy this market. The best time for a fraction of the market share.
Recently, a big V in the industry mentioned that a female operator resigned to become Amazon in March this year. In half a year, the performance of a single store has reached an average of more than 10,000 US dollars, and when the sales are good, the amount exceeds 20,000, and what she does is not It is not a low-priced entry-level product, and the unit price is more than 20 US dollars. Another seller worked alone for 9 months, and the half-year profit has reached a Mode 3. Such high-quality entrepreneurship is admirable.
The success of entrepreneurs will attract many imitators. What do they think of others who want to start a business and become Amazon?
The blogger mentioned above said that women have many considerations such as marriage anxiety, especially after getting married and having children, it is difficult to balance family and small career. She said frankly that it is not easy to be an Amazon this year, and those who are interested in entering the industry are advised to consider carefully and not to leave the pit.
If the parties have made up their minds, what issues should be paid attention to in the start-up stage?
In the early stage of starting a business, new sellers changed from working workers to freelancers, and felt uncomfortable with the change in work and rest. In addition, the store had not improved yet and the income had plummeted, so they could not help but fall into anxiety.
According to the analysis of the people who come here, there are not many preliminary affairs to do alone. You can consider working and starting a business at the same time, not only do the preliminary preparation work and trial operation of the store, but also maintain a stable monthly income. In addition, the market as a whole is not optimistic, and you should be extra cautious in product selection; in terms of business model, too many SKUs will distract your energy, it is recommended to control it within 5, and optimize a single SKU to the extreme.
Chinese sellers return to the peak of Amazon's share
Entrepreneurs who keep joining are expanding the scale of Chinese cross-border sellers.
Due to the previous wave of bans, Chinese sellers have begun to pay attention to channel diversification and intend to reduce their dependence on Amazon. However , research from Marketplace Pulse shows that Chinese sellers have now regained market share they lost on Amazon in the past two years and set a record for the highest share of sales in the US Amazon market. "Abandoning Amazon" is also not true.
Currently, both the total number of feedbacks from Chinese sellers and the percentage of top sellers are back to November 2020 levels. Although these two analysis methods are relatively rudimentary in themselves, they both confirm the same directionality of sales.
( Review share of Chinese sellers among Amazon sellers )
Chinese sellers are still doing well on Amazon, almost all sellers use FBA services to stock and sell, and in this regard, some US sellers ship from their own warehouses or through other third-party logistics companies.
Since November 2020, the market share of US sellers has been increasing, reversing the trend of Chinese sellers on the platform for many years, but this stopped in March this year, and then reversed, Chinese sellers quickly regained lost market share. While U.S. sellers still make up more than 50% of the market, that share could soon drop below 50%.
After the ban incident, more and more Chinese sellers believe that they should reduce their dependence on Amazon. This is also the mainstream view in the industry. Avoiding dependence on Amazon can help companies avoid major blows from a single platform. Although Amazon is still the main channel for Chinese brands and sellers to reach consumers in Western markets, the “de-Amazonization” of Chinese cross-border e-commerce is growing.
After that, most sellers are working hard to diversify, hoping to no longer rely on Amazon for most of their income. The high and increasing fees of the platform, the inability to obtain customer data, and the freezing of funds in multiple sellers’ accounts have all contributed to their diversification. motive power.
Walmart seized this opportunity. Since opening the marketplace to international sellers last year, the platform has added more than 10,000 new sellers from China. Many items that were suspended on Amazon are now sold on Walmart.
But the reality is that very few sellers have successfully diversified their channels , first because Amazon is still the largest platform in the U.S. and many other major sales marketplaces, and other platform alternatives are smaller, such as Walmart and eBay, Amazon's marketplace is bigger than the other platforms combined.
The second is that its business model is completely different from that of third-party platforms such as Amazon. For example, in the boom of independent websites in the industry last year, DTC or Shopify both require sellers to have strong capital and operational capabilities, which blocks most small and medium-sized sellers. outside. Although some big sellers have set up independent stations, but after a brief taste, there is a huge gap between the business volume and the third-party platforms.
So in general, almost all sellers inevitably rely on Amazon to some degree. After experimenting with new markets and new platforms, many sellers feel that the new channel has a small customer base and a low input-output ratio, and gradually lost interest. Especially with the decline in the consumer market this year, some sellers have scaled back their expansion in other channels and put their focus back on Amazon to reduce expenses and ensure revenue.
But I have to say that Amazon’s ban on hundreds of top Chinese sellers shocked the market last year, and new markets like Temu seem to provide a way out for Chinese sellers to go overseas. Looking forward to new channels that are expected to rise.
Judging from the current performance on Amazon, Chinese sellers have not withdrawn from Amazon. Even if sellers' negative sentiment towards Amazon is getting higher and higher, the situation of heavy Amazon positions in the industry will not change significantly in the short term, and "Made in China selling on Amazon" will still be the norm.
With the return of Amazon's seller business, the demand for operations will also increase, and both men and women will show their respective advantages and promote more Chinese brands to go overseas.