There is only the last three months of the extremely involved 2021. While Amazon’s account suspension wave is still continuing, the operation of independent websites is still so difficult.A new cross-border differentiation model was quietly born.
For advancement, it can divert traffic to Amazon and independent stores; for retreat, it can help brand merchants achieve user fission growth, enhance repurchase and stickiness, and find incremental growth from the existing market.
If 2021 is a year of coexistence of crisis and opportunity, then many people have already felt the opportunities it brings:
❗There is a cross-border B2B company in Shenzhen that used this model to make millions of dollars in transactions;
❗There is a global expansion of a creative department store. Using this model, its monthly GMV has reached millions;
❗There is a multi-sku cross-border B2C company that has achieved impressive data of 50,000-70,000 new customers in a single month;
There are many, many real cases and surprises that happened to it.
This new model isOverseas social owned-channel marketing model. Below, I will tell you in detail about the past and present life of owned-channel expansion.
01
The cross-border e-commerce trend under the account suspension trend is actually the industry's "involution" of traffic.
❓Why is there account suspension? It is said that it is because many people cheat on their orders and review;
❓Why do we need to brush orders for evaluation? Because it can improve store ranking;
❓Why should you improve your ranking? Because you can get more exposure and traffic.
Platform sellers need traffic, and independent sellers need traffic even more. Without the public domain traffic pool of the platform, independent stations need to realize self-expansion of traffic starting from 0. In addition, how to retain customer data using the "free" model of independent sites, achieve repeat purchases by old customers and potential users, and reduce customer acquisition costs are all traffic problems.
The involution of traffic is not only difficult, but also expensive. When the entire number of Internet users reaches saturation and the bonus period disappears, the traffic of public domain platforms will naturally become more and more expensive.
Traffic is expensive and difficult, and it is not easy to attract traffic and acquire a user. Naturally, it is necessary to strengthen customer repurchase, information retention, and stock operation capabilities. And now,Owned-channel operations are a new model for retaining customer data, reducing customer acquisition costs, and finding incremental growth from the existing market.
In China, owned-channel marketing has experienced explosive growth in 2020, benefiting countless companies, and owned channels have become "experimental projects" and turned into "standard configurations." Nearly 80% of domestic companies have deployed owned-channel operations, and 10% of companies are already making deployment arrangements. When owned channels become a trend in the entire domestic marketing market, cross-border people naturally have to think about:Is it possible to do owned channel with global expansion?
02
Jinke can guide traffic to Amazon’s independent stations, and overseas owned channels burst out with magic.
Owned audience refers to the customer traffic that is accumulated in the exclusive channels of individuals or merchants, can be reached repeatedly at any time, and can be communicated directly.The key to owned-channel operations is not only retention, but also the progression of user relationships, that is, the progression from fans to customers to members and even to distributors, thereby increasing customer orders and achieving referrals from old customers.
The benefits of owned channels to merchants don’t stop there: because they face customers directly,Perfect fit with DTC mode, can gain insights into market trends and optimize products and services through interactions with customers. The precipitation of owned channel is even more serious for the enterprise.digital transformation, helping companies conduct big data analysis based on consumer portraits, providing a true and reliable data basis for marketing and products, and accumulating brand digital assets.
Moreover, owned channel is not a "separated" system. Whether it is a platform or an independent website, operating an owned audience pool can strongly help store traffic. Now,Compared with the boom of domestic owned channels, overseas owned channels have just started and are in the window period.
This year’s wave of Amazon account suspension fines can be said to have made many sellers tremble. The supervision of the Amazon platform has become increasingly strict, and the black hat and gray hat methods will eventually be abandoned. Under the premise of compliant operation of the platform, fake order evaluation will eventually become a thing of the past. Whether it is Amazon or AliExpress, Shopee, Lazada and other platforms, establishing an owned audience pool can attract traffic to platform stores and feed back the public domain with owned channels.
It is worth noting thatIn the event that a platform seller's store is blocked, he or she can quickly "make a comeback" with the help of owned audience, thus minimizing risks and losses.
Independent websites have natural owned channel genes. Many independent website merchants that SocialEpoch has served can directly contact customers on WhatsApp with one click., regardless of whether the transaction is completed or not, it can effectively retain the customer's WhatsApp account and guide the customer to the enterprise's WhatsAppowned audience pool. Then perform in-depth operations and management within the owned audience pool to accurately attract traffic to the store at low cost. These owned audiences can directly reach push notifications during events such as Prime Day and brand anniversary sales to awaken old users and attract traffic at low cost.
03
Retreat can carry out social fission and realize traffic monetization for merchants.
Social fission is another wonderful feature of owned audience.If the original cost of a customer is 1, then after social fission, one old customer brings two new customers, then the average customer acquisition cost is 1/3. If new customers become old customers and then undergo referral fission, this cost will be further reduced. If the entire owned channel referral model and process can be designed well, the entire user scale will be unimaginable, and unlike domestic, the overseas distribution model is legal, and in India it can even develop to ten levels of distribution fission.
In other words, in addition to attracting traffic to the platform and independent stores, if a complete system from owned audience pool to owned-channel operations to social distribution fission can be directly established in the owned audience pool, then the merchants will naturally be able to monetize the traffic faster and more directly.
SocialEpoch Three Axes - S2B2C global expansion social owned-channel marketing solutionThis is such a solution.「It solves the three major problems of traffic acquisition, traffic incremental operation and traffic monetization for cross-border sellers. Especially the fission micro-store KocShop, which finally handles the entire traffic collection and monetization process, can provide distribution income for each referral through distribution profit sharing, stimulating the continuous flow of referrals.」
Throughout the entire solution, there are moreSocialEpoch Academy Professional MethodologyContinuous output, combined with experience summaries from previous cases, enables customers to achieve dual empowerment in terms of product system operations and operational ideas.
