Table of contents

01Hangzhou Yuese

02Transform to cross-border e-commerce?

03New dawn of cross-border market

04Independent station overseas plan

05 Half a year of hard work, successful transformation

foreword

From the beginning of 2022 to the present, the total number of visits to the cross-border independent station under Hangzhou Yuese in 6 months has reached 1 million+, the total order volume has reached 80,000+, the conversion rate has reached 7.3%, the repurchase rate has exceeded 40%, and the independent station has been established for 6 months. The total sales of more than 800,000 US dollars!

1. Hangzhou Joy

Hangzhou Yuese was established in April 2017. It is a company engaged in the development and sales of home textiles. The main products are luggage, textiles, etc. The company has its own manufacturing factory. In China, Hangzhou Yuese mainly operates on the 1688 platform for wholesale sales and OEM processing.

He has been deeply involved in domestic e-commerce for 5 years. Starting from 2021, in the face of domestic waves of epidemics, e-commerce business has declined significantly, and the involution among sellers has intensified. If he does not seek new channels to achieve growth, he will be slowly "Waste to death".

2. Transform to cross-border e-commerce?

Thanks to the dividends brought by the epidemic, batches of rookies will emerge on the cross-border e-commerce track in 2020 and 2021, which allows Zhang Jian, the head of Hangzhou Yuese, to see the opportunity to go overseas.

But just when Zhang Jian wanted to transform into a cross-border e-commerce business, events such as Amazon's account ban, PayPal's large-scale account ban, and the collapse of cross-border companies gave him another blow. In addition, after the overseas epidemic returned to "normalization", offline consumption once again Negative news such as the rise made Zhang Jian a little cautious again, and even made him feel that cross-border e-commerce is a high-risk industry. Zhang Jian said that he did not dare to start easily because he was afraid that he would lose everything in the end.

The head position of e-commerce platforms such as Amazon has long been monopolized by large companies. It is undoubtedly difficult for novice sellers to break out of the blood. In addition, the platform fees have continued to rise in recent years. If Zhang Jian chooses to enter the cross-border e-commerce platform at this time. , the risk will undoubtedly be higher.

3. A New Dawn of Cross-Border Markets

At the end of 2021, Zhang Jian, who has been paying attention to cross-border information, has noticed a new trend: many sellers have switched from platforms to independent stations, and sellers of all sizes have transformed. In terms of independent website construction, Shopify is the leader in the industry. At the end of 2021, Shopify has become the world's largest independent website building platform, and the second largest cross-border e-commerce service provider in the world after Amazon. Its annual revenue in 2021 will reach US$4.6 billion, a year-on-year increase of 57%.

That is to say, when Zhang Jian learned about the independent station and browsed relevant webpage information, he came into contact with the partners of Shopify in China. After fully communicating with Zhang Jian's professional station planners about his current situation, thoughts and concerns, his station builder proposed a targeted plan for independent stations to go overseas.

4. Independent station going abroad plan

01 Multi-channel traffic input

Using Tiktok/Google/Facebook advertising and Tiktok/Facebook livestreaming , a professional "independent station + social media" drainage method has been created for Hangzhou Yuese, so that continuous social media traffic can provide a steady stream of independent stations. Oversea customer.

02Intelligent robots improve conversion rates

In cooperation with QuickCEP, the real-time chat tool and intelligent robot shopping guide are embedded in the independent station of Hangzhou Yuese, which saves the customer service cost of the independent station and improves the conversion rate of orders. According to authoritative data from the Baymard Institute abroad, about 2/3 of shopping carts are eventually abandoned, and about 76% of customers expect their inquiries to be answered immediately. Fortunately, real-time chatbots can help convert these customers, providing timely consulting services to customers with high purchase intentions, helping sellers achieve greater gains in revenue and customer retention.

03 Focus on one category

Looking back at the successful cases of cross-border going overseas, they all focus on one category , such as SHEIN, an independent station unicorn focusing on clothing, Lvlian, which recently submitted an IPO, and Ecovacs, which is a big seller of sweeping robots. For domestic e-commerce sellers who want to go overseas in 2022, it is unrealistic to invest everywhere. Hangzhou Yuese has established an exclusive independent station around the categories of textiles and bags that it is good at.

04Enhance product competitiveness

At present, products sold on domestic e-commerce platforms cannot be directly sold abroad. Because consumers in different countries have different needs for product color, function, etc., and their acceptance of product prices is also different, pricing is also very important. Product competitiveness also needs to start from cost performance, differentiation and personalization, so that the possibility of success will be higher.

05Independent station localization

The most important thing for domestic sellers to go overseas is to understand the local user habits. The layout of independent stations can start from the macro social customs, language, and consumption habits, and penetrate into the micro-level website design, user experience design, shopping process and payment method design. The independent station interface provides multi-language support, eliminating language barriers for customers in mainstream markets around the world.

06Explore emerging markets

In addition to the traditional mature European and American markets, it can also develop emerging markets such as Southeast Asia and Brazil. Domestic products have strong competitiveness in Southeast Asia and are favored by local consumers. Moreover, after the rapid development of domestic e-commerce, Chinese sellers have rich experience in e-commerce marketing and learn from overseas markets, which can just meet the preferences of Southeast Asian consumers, thereby stabilizing user stickiness.

Five. Half a year of hard work, successful transformation

It has been half a year since Hangzhou Yuese established an independent station with the cooperation in early 2022. The total number of visits of the independent station of Hangzhou Yuese in 6 months has reached 1 million+, the total order volume has reached 80,000+, the conversion rate has reached 7.3%, the repurchase rate has exceeded 40%, and the total sales volume of the independent station in 6 months has exceeded 800,000 dollars.

Now when it comes to cross-border e-commerce, Zhang Jian, the person in charge of Hangzhou Yuese, said: "There is still an opportunity for Chinese traditional manufacturing and domestic brands to go overseas this year. Domestic e-commerce sales are more important than product shaping, packaging and details. Cross-border e-commerce is more in-depth, they go to cross-border e-commerce in the opposite direction, choose a suitable independent station model, promote marketing methods, products and markets, and go overseas can get twice the result with half the effort.”