It’s March, I haven’t waited for the news that the epidemic has passed, but I don’t want to suddenly break out about the global expansion of Pinduoduo—the bad news of Shopee’s account suspension and store closures. Looking back at the reasons for the account suspension and closing the store, it is said that there are "multiple account associations, fake local accounts", etc. We don't know the specifics. However, this familiar scene makes people have to recall Amazon in May 2021.
It is also a B2C cross-border e-commerce platform, and many global expansion sellers’ store accounts have been blocked. Unblocking them is also a difficult problem, with both people and money lost. We don’t know which platform will hit hard next? We don’t know which cross-border seller will be blocked next?What we can be sure of is that at a time when competition across the entire cross-border e-commerce platform is intensifying, seller operations are constantly being involved and platform policies are being tightened. In the constant dynamic adjustment of "you have policies and I have countermeasures" between the two, the dividends of platform sellers gradually disappear.
This is the practical problem facing platform sellers. The problem has been posed, how to solve it is the key. Please listen to us below:
People who know SocialEpoch should know that we are one of the earliest digital marketing service companies in China to study overseas owned-channel operations. We have created a full-link marketing solution with WhatsApp owned-channel marketing as the core. We have also contacted and cooperated with many platform sellers since May last year.
In this process, platform-based sellers have also been accumulatedAvoid account suspension risks and stop losses promptly + compliance assessmentTwo cracking methods with practical experience. Let me share them with you one by one here:
#01 How to avoid account suspension risk and stop losses in time
Many platform-based sellers can be said to be platforms that succeed or fail, and are heavily dependent on the platform. Therefore, the risk losses in case of account suspension are of course huge. In this regard, our proposition has always been “a red heart and two hands prepared”. To put it more simply, don’t put all your eggs in one basket.B2C platforms are not the only choice for cross-border enterprises. Independent websites and social owned audience pools are also opportunities to open up overseas markets.
Maybe you will mutter to yourself: Then it is just a platform + independent website, why do you need to build an additional owned audience pool? At this point, we have to mention the flexible use of the owned audience pool:
- Method one: Direct distribution fission within owned channels, expansion of categories, repurchase and referral, etc. I won’t go into detail on this point.
- Method 2: owned channel feeds back into the public domain. After building the enterprise's owned audience pool, it will divert traffic to public domain platforms (such as Amazon, Shopee, etc.), and the owned channel will feed back the monetization of the public domain. Guiding customers from the platform to off-site transactions is not welcomed by the platform; but the opposite is naturally desirable for the platform.
Such an owned audience pool is the enterprise's backup resource guarantee. If you advance, you can divert traffic to independent stations on the platform; if you retreat, you can combine it with the SocialEpochS2B2C model for distribution fission. In this way, if the platform policy is tightened, the company's first-hand customer resources are firmly in its own hands, without fear of the risk of account suspension and store closures, and fatal operating losses are avoided.
#02 How to conduct compliance assessment
We have to admit that Amazon has always been a mainstream cross-border model that many sellers cannot ignore. When doing Amazon, you must face a common topic: evaluation. Evaluations can not only increase the weight of a store, but also help users understand products more quickly and conveniently. They can also help manufacturers and sellers optimize product function experience, etc. Its importance is self-evident.
There is no doubt whether the evaluation should be done or not. Therefore, the question now facing platform sellers is: How to conduct compliance assessment?We have a strong say in this regard. In the past year, by building an exclusive owned audience pool for evaluation, we have successfully given many platform sellers a first taste of the benefits of compliance evaluation.
How it is carried out is very similar to how we build an owned audience pool for the purpose of distribution and fission, except that this traffic pool also has another function of compliance evaluation. In this way,The dual identity of exclusive owned channel users + real product users effectively guarantees the authenticity and compliance of the evaluation, and naturally also empowers the growth of platform sellers.。
#03 There are many ways to play overseas owned channels
owned channels were once considered the opposite of public domain platforms. In the process of SocialEpoch empowering cross-border enterprises, we found thatThe value of the social owned audience pool lies not only in distribution fission, but also in supplementing and empowering the public domain platform, and is another leg for cross-border enterprises to establish a global marketing strategy.
Last year, we also shared different strategies and strategies for owned audiences in different user scenarios. Click on the text below to view it. For more information on how to play overseas owned channels, please feel free to communicate with us.
TT/FB social media players click here - Practical Sharing Series ①
APPinternational businesses please click here - Practical Sharing Series②
Amazon platform sellers click here - Practical Sharing Series ③
DTC independent website sellers click here - Practical Sharing Series ④
B2Bcross-border sales merchants click here - Practical Sharing Series ⑤
