Since last weekend, the news that multiple big-selling accounts on Amazon have been blocked must have flooded the circle of friends of cross-border e-commerce merchants. I won’t go into details here.
There is no doubt that the answer is whether it is right to conduct fake order evaluation, but why countless sellers are willing to take risks and do it again and again. The bottom line is that it is nothing more than to obtain more traffic and customers.
Everyone knows,Store sales and comments on the e-commerce platform will affect the exposure of the product. The exposure of the store and products determines its customer traffic and directly determines the seller's overall income. How can there be business without traffic?
However, the platform’s traffic, which is what we often call public domain traffic, is too expensive!
01 Brushing orders, an “involution” in the cross-border e-commerce circle
With the great abundance of stores and products, the battle for public domain traffic has already become fierce. Customer acquisition is becoming more and more difficult, traffic is becoming more and more expensive, return on investment is getting lower and lower, and profit margins are getting smaller and smaller. Therefore, sellers have begun to evaluate their orders by cheating.
The behavior of fraudulent orders is an "involution" in the cross-border e-commerce circle. If you don't swipe your orders, there will always be someone else who does, and over time, everyone will be in a situation where they have to swipe their orders. If this continues, it will not be a good thing for the platform, sellers and buyers.
02 Change your thinking and get rid of the difficulties of fake orders and account bans
Corresponding to public domain traffic is owned audience.
Owned audience means that the merchant has complete control over the fans, customers, traffic, etc. accumulated on the account, and can be reached and used multiple times for free.
Don't put your eggs in one basket. owned audience is the second basket of cross-border e-commerce merchants.
03 Why cross-border e-commerce should have an owned audience
- First: As mentioned above, help you get out of the "platform dilemma"
Many cross-border e-commerce companies are platforms that thrive and fail. Not to mention, the recent incident of big sales accounts being blocked is the best example.
Under the principle of customer first, the platform can only ensure that buyers’ interests are maximized and their experience is optimized by restricting sellers. The platform mechanism is the rules established by the platform, sellers, and buyers in the continuous buying and selling process. They restrict and interact with each other, and no one can stay out of it. It can be said that the status of the platform is related to the life and death of sellers.
- Second: It is said that last year was the first year of the awakening of the owned audience.
In China, WeChat is an important carrier of owned audience. Here, WeChat groups, public account fans, personal WeChat friends, and fans of last year's popular video accounts are all important components of owned channels.
When the official account first started, there were many people who attracted millions of fans through high-quality content, but there was no concept and term of owned audience at that time. And the first batch of people who played with official accounts have already made a lot of money.
Nowadays, consciously and plannedly establishing an owned audience pool is a major task that many domestic businesses are rushing to do. We have every reason to believe that now is the first year of overseas owned audiences.
- Third: Cross-border e-commerce companies are also seeking transformation
If you are building a large platform, the platform is your double-edged sword. It is said that the contact information of Amazon North American buyers has been blocked from sellers. Although it is now regional, there is no guarantee that it will not expand the geographical scope in the future, or be imitated by other platforms.
If you are an independent website, if customers leave after purchasing, it will inevitably be a huge loss. Only by retaining customers and achieving repeat purchases can the business snowball and grow bigger and bigger.
If you are planning to do cross-border e-commerce, whether it is a large platform or an independent website market, you will already be jealous. Newcomers who have just entered the game must find differentiated competitive advantages under the new traffic trend if they want to get a share of the pie.
Seeking transformation is a step that cross-border e-commerce merchants must always take: platform, independent station, owned audience and even offline multi-channel integrated marketing are sufficient and necessary strategies for the future.
04 Where do overseas owned audiences come from and how to tap them?
– Where are the domestic owned audiences mainly located?
– WeChat! In the same way, when deploying overseas owned audiences, social media is the first choice, and WhatsApp, Facebook, etc. are indispensable.
How to obtain overseas owned audiences is an important and challenging part of the process. It is also what SocialEpoch has been doing and will continue to do in the future.
We have established a SaaS solution + training growth empowerment service system of three treasures and one platform, and achieved commercial success by empowering global brands and building social marketing owned audience operations.
SaaS solution + training growth empowerment service of Sanbao One PlatformIncludes:
Dianliubao: Easily implement traffic diversion services such as WhatsApp, Facebook, Tik Tok, etc. for merchants;
Operation Bao: Including customer management systems such as WhatsApp SCRM and Facebook SCRM;
Marketing Bao: Provides intelligent marketing system, intelligent business card system, intelligent material management and other services;
Lopdeals distribution fission e-commerce platform: helps small and medium-sized DTC brands gain differentiated competitive advantages;
SocialEpoch Academy: Continuously output global expansion social marketing professional methodology.
Summarize it in four words:Comprehensive, professional, efficient and systematic。
One final question: It’s 2021, are your eggs still in one basket?
