"In the field of cross-border e-commerce, all categories have the opportunity to be redone, and all categories have the potential to set off a new wave."
An investor's judgment has been confirmed little by little. In recent years, the scale and comprehensive strength of the cross-border e-commerce industry have achieved new growth rates. According to the statistics of the General Administration of Customs, from 2018 to 2023, the import and export volume of cross-border e-commerce in mainland China has increased by 1.2 times. Among them, cross-border e-commerce exports continue to outperform the market, rising to 1.83 trillion yuan in 2023 with a year-on-year growth rate of 19.6%.
A large number of enterprises and entrepreneurs have poured into this track, which has ushered in a big explosion on the supply side. This was followed by an accelerated shuffle, and it was difficult to reproduce the stories of the early days of extensive growth.
On the one hand, sellers need to accurately understand user needs, respond to market changes in a timely manner, and identify the direction of differentiated development; On the other hand, in the process of promoting global business development and meeting the diversified needs of users, it is necessary to have refined operation capabilities to ensure the healthy operation of the business.
Under the urgent growth demand and fierce competition, how can sellers capture business opportunities faster, better cultivate internal skills, and break through the shackles of development more effectively? If you want to solve these problems with half the effort, the guidance of a professional consultant becomes crucial. That's where Amazon's Seller Growth Service comes in.
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Directly hit the growth pain points of various cross-border sellers
Tailor a course of action
Factory transformation sellers, trader sellers, and brand entrepreneurial sellers, these three types of sellers, with different capabilities and resource advantages, have built a richer supply pool for cross-border e-commerce to serve a wider range of global consumers. However, they also have their own different constraints to growth. This is the breaking point of Amazon's "Seller Growth Service".
For factory transformation sellers, directly reaching end consumers through Amazon is not only a survival move to cope with the shrinking of traditional foreign trade business and open up a second growth curve, but also a window of opportunity to leapfrog from OEM to independent brands. They have product development capabilities and supply chain resources, and have many years of experience in a certain sub-category, but they lack experience in cross-border e-commerce operations. For example, how to get better promotion of high-quality products from the perspective of C-end users, and at the same time avoid falling into the trap of price war, is a common problem for them.
For traders and sellers, the early way to quickly occupy more exposure through distribution has enabled them to accumulate rich supply chain resources across many categories. However, with the changes in the external environment, relying on "quantity" and "speed" can no longer seize market dividends, and "quality" has become more important - product quality, operation depth and other aspects require more investment. For example, they need to analyze high-potential categories according to consumer-side data to improve profit margins; In the case of a large number of categories and markets, it is necessary to reduce the compliance risk caused by knowledge blind spots.
For brand entrepreneurial sellers, they have in-depth research on subdivided categories, product innovation capabilities, and long-term thinking for brand building, but how to formulate reasonable marketing/logistics/advertising strategies and how to use Amazon tools to complete brand growth are incapable of them. More efficient operational support, including professional brand strategy advice, comprehensive unlocking of Amazon tools, and first-hand authoritative interpretation of Amazon's new products and new policies, have become their rigid needs.
In summary, in the face of the new market situation and development demands, different types of sellers need Amazon's "Seller Growth Service" to provide customized professional insights and action plans. From a few typical cases:
Jincheng Home Decoration, a home storage seller, is a representative of small and medium-sized sellers in the factory, due to the lack of e-commerce thinking and insufficient operational experience, and has experienced a series of problems such as product frustration and inventory pressure in the process of doing Amazon, and has chosen Amazon's "seller growth service" in order to accelerate business growth. Exclusive official consultants help them develop a data mindset; Systematically analyze the category market, lock the general direction of storage products, and expand vertically; And in the refined operation, combined with C-end feedback to improve the product. Since last year, its stores have achieved a 42% increase in overall sales under the detailed operational guidance of the official exclusive consultant.
KingPavonini, a seller of protective gear for the elderly, has a mature supply chain, and it is difficult to stand out in the market due to weak brand awareness and serious product homogeneity under the initial distribution model. Amazon's "Seller Growth Service" has helped it streamline and optimize its product line, gradually focus on elderly products, achieve product upgrading and compliance development, and use Amazon's brand tools for brand building, so as to quickly accumulate brand fans and develop into a leading player in this category.
EarFun, a wireless earphone seller, has strong product innovation capabilities, but is puzzled about how to create brand uniqueness and maintain growth in the fierce competition. In this case, Amazon's "Seller Growth Service" helped it adjust its marketing strategy from market positioning, and effectively achieved online market expansion and brand recognition by adding emerging sites and unlocking more Amazon brand tools, and finally became one of the top 2 headphone brands in Germany.
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Operational research, brand building, and global expansion
Comprehensive "problem solving" for cross-border sellers at all stages of growth
In addition to gaining insight into the growth pain points of different types of sellers and prescribing the right medicine, for sellers at different stages of development, Amazon's "Seller Growth Service" also grasps their business development demands and provides support from details to the overall situation. For example, what growing sellers need is to improve their daily operation capabilities and build brands to accelerate business growth. Mature sellers need to find new growth points while consolidating their existing advantages to achieve longer-term global brand expansion.
Zalda, who operates gift cards, is a representative of growing sellers, due to the limited resources of the individual entrepreneurial team, Zalda has always focused on products and light operations, so it often faces some troubles caused by insufficient grasp of operational details. In May this year, Zalda signed a contract with Amazon's "Seller Growth Service" to solve the troubles of daily operations - hoping that professionals can guide them to deal with emergencies such as malicious bad reviews and malicious competition.
came for "small appeals", but Zalda found that the role of Amazon's "Seller Growth Service" is not just "customer service to solve problems". The official exclusive consultant conducted a comprehensive business diagnosis of the account with him, thoroughly combed the current situation, identified potential gaps and growth opportunities, and formulated a clear action plan based on this, including comprehensive optimization of product listings, increased promotional efforts, and expansion of high-potential and high-value gift products with the help of product selection reports and "Quarterly Operation Focus Alerts". After a series of actions, Zalda's store competitiveness has been greatly improved, and it is no longer only relying on card products with low customer unit value, and it is expected that new products will account for 30% of total sales by the end of this year.
In Zalda's view, the official exclusive consultant has gradually helped him form a systematic and refined operation mode from teaching the operation details and clearing the blind spots of knowledge, to giving business development analysis, positioning and pointing out the direction of improvement according to the data, so as to achieve a breakthrough in business development.
In addition to seeking help from Amazon's "Seller Growth Service" from the perspective of operational details like Zalda, more sellers have drawn strength from Amazon's "Seller Growth Service" in larger aspects such as business development, strategic planning, and overall development ideas.
For example, the larger growth seller Zosi, which operates civil security monitoring products, initially only operated in Amazon United States, and in 2019, the United States station joined Amazon's "Seller Growth Service" to achieve good results, and began to expand its business to Europe and Japan. How to grasp the quasi-industry context and maintain long-term competitiveness in the process of global expansion? Under this demand, in 2022, Zosi's European site will also join Amazon's "Seller Growth Service".
In the past two years, Zosi's various modules have been supported by Amazon's "Seller Growth Service", the most prominent of which is that on the one hand, the official exclusive consultant of Amazon Seller Growth Service has guided it to expand its product line, solved the problem of product selection for new markets, and helped the market share of Zosi brand in Europe to rise from Top10 to Top5 in categories; On the other hand, in the face of complex compliance issues in the European market, the official exclusive consultant also helped it to comply with more than 10 projects such as DSA, EPR, and GPSR in a timely manner, and resolved potential business risks. At present, its products have ranked first in sales in the United States market, ranked in the top 3 by industry in major European sites, and the annual growth of the Japan market has also exceeded 50%, achieving better brand growth.
Shangyan, which integrates product development, design, sales, supply chain management and services, is a representative of mature sellers. In the process of pursuing more long-term brand growth, we chose Amazon's "Seller Growth Service". Since joining the program in 2023, it has received the help of official exclusive consultants in product selection, marketing integration, market expansion, brand protection, security compliance, etc., and has achieved a breakthrough in annual sales of 150 million US dollars.
"It gives us the idea of building a global brand, and it also provides all kinds of operational help, as long as we don't know, we will contact the official exclusive consultant." The founder of Shangyan said. For example, in terms of brand marketing, the official exclusive consultant provides targeted integrated marketing plans, including helping to use some marketing tools and resource support that have never been used before, so that the GMV of the store has been significantly improved.
At the same time, Amazon's "Seller Growth Service" also helps Shangyan continue to explore market opportunities and expand new business growth points. For example, the official exclusive consultant pointed out the direction of product research and development for Shangyan through the guidance of market trends and data, and finally created a big hit product; Originally, Shangyan only did the United States site, but after careful analysis and rigorous evaluation by the official exclusive consultant, it chose to expand the Canada site and achieved a significant increase in sales.
As the world's leading consumer 3D printing technology brand, AnyCubic (Zongwei Cube), which is also a representative of mature sellers, has a market share and sales volume to reach a certain scale, and the next stage of task is to break through the growth bottleneck and achieve longer-term business expansion. To this end, Amazon's "Seller Growth Service" provides them with a full range of data analysis to better review and plan, and accurately formulate action plans for new product line expansion, global site expansion, brand marketing efficiency, etc., so that brands can effectively reach more users in the global market.
For example, the official exclusive consultant continues to provide AnyCubic with category trend analysis and product selection guidance, helping it expand its potential new product line and achieve an overall sales growth of more than 1.5 times in two years, and help AnyCubic strengthen the connection with users on Amazon and provide consumers with better after-sales service, so as to improve consumer experience and expand brand reputation. It also helped AnyCubic expand its advantageous market from North America to Europe, covering 15 Amazon sites by the end of 2023.
If you want to ask what exactly is Amazon's "Seller Growth Service"? To sum up the answer for sellers, it not only helps sellers solve various daily operation problems in detail like an operation instructor, but also provides sellers with longer-term layout planning and development plans as a strategic consulting expert.
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Customized, systematic, time-efficient, and ultra-accurate growth empowerment
From many cases, it is not difficult to see that as the role of "official exclusive consultant", standing in front of the majority of sellers, Amazon Seller Growth Service provides customized, systematic, timely, and ultra-accurate exclusive growth empowerment advantages.
· Customization
In-depth analysis of sellers' business pain points and accurate customization of strategies that can be implemented are the starting point for Amazon's "Seller Growth Service" to help sellers effectively solve problems. As one home textile seller said: "The official exclusive consultant can accurately identify the key business and operational problems, summarize the crux of the store's problems through the store's operating data and changes in the overall market trend, and give reasonable countermeasures." ”
· systematicness
The systematic empowerment is reflected in the fact that Amazon's "Seller Growth Service" will run through the whole link of operation, providing solutions in 7 dimensions: operation planning, product selection analysis, sales conversion, advertising promotion, brand building, logistics optimization, and business development, covering all aspects of the seller's cross-border e-commerce business operation. Specifically:
· High timeliness
In response to the situation that cross-border sellers did not know who to turn to when they encountered problems in the past, or delayed the problem again and again due to time differences, language and other factors, Amazon's "Seller Growth Service" provides high-efficiency support services that respond quickly within 12 hours, follow up with special personnel, and solve various business problems in a timely manner, which also allows sellers to get personal help.
"We have always been a small transparent seller, with the official exclusive consultant, we will always answer our questions as soon as possible, and will come to the company to discuss business with us in person and solve problems together, which makes us feel very down-to-earth and more confident in doing Amazon business." This is what one seller said.
· Ultra-accurate
In addition, having an official exclusive consultant accurately interprets Amazon's latest policies and shares product release consultation first-hand is a good way to help sellers quickly and accurately grasp the industry context, so as to gain an opportunity in the competition.
In addition to these tangible helps, the intangible value of Amazon's "Seller Growth Service" in the hearts of sellers is also highlighting little by little.
The founder of Jincheng Home Decoration used "teaching people to fish" to describe the help brought by Amazon's "seller growth service" - not only to solve specific problems, but also to help sellers improve their business capabilities and change their business thinking, so as to provide underlying support for business take-off.
"We have realized the transformation from traditional to B foreign trade to to C cross-border e-commerce through Amazon's 'seller growth service', and found a new direction and way of survival for the enterprise. He said.
It is different from the cooperation model of agency operation - the seller outsources the operation link and travels lightly, but there are certain limitations in the long-term development; It is also different from the "hosting" model of some platforms - the seller hands over the operation to the platform, and is only responsible for supply and delivery, which is easy to fall into the state of having orders and no users, and it is difficult to have the ability to have a premium; The empowerment method of Amazon's seller growth service is essentially to accompany and sail hand in hand in the form of official exclusive consultants under the premise of independent operation of sellers, so that sellers can be qualitatively improved from thinking to ability, solve immediate problems, and ensure the realization of long-term development strategic goals, and maximize the release of growth space.
It is certain that cross-border e-commerce, a high-potential track with high hopes, has basically completed the transformation from extensive to lean growth mode after rapid iteration in the past few years, and has entered a high-quality development stage. All sellers, no matter what life cycle, business scale and category, need to build the four core competencies of product power, brand power, operation power and cognition in order to move higher in the global value chain. Making good use of the growth empowerment of Amazon's "Seller Growth Service" is not only an injection of professional strength from the outside, but also a shortcut to build their own capabilities from within, so as to ride the wind and waves for the future.