The World Cup hit Double 11. At the end of the year, the biggest opportunity for cross -border merchants to explode, get on the bus!

Ye Chen, a world network businessman

Edit Wang Shiqi

When the Double Eleven, World Cup, and Black Friday "Gathering" November, can Chinese merchants seize this opportunity and make beautiful "Linmen"?

At the "Chinese Store Exit Summit" held on September 22, Zhang Kaife, Vice President of Alibaba Group and head of Global Expressway Cross -border Platform Center, shared his insight: "This year in overseas markets, consumers are more sensitive to activities promotions in the event There will be a wave of consumption in November. "

Platform data also shows that European and American consumers' sensitivity to activities at the end of the year is increasing, which means that the "Overseas Double Eleven" this year's "overseas Double Eleven" may be more important than previous years.

To fight the most important "blood return" battle at the end of the year, the full preparation of cross -border merchants is a hard foundation, and the continuous support of the platform is equally key. In this regard, Zhang Kaife said that AliExpress will continue to focus on three keywords in the help of domestic goods on the sea:

China's high -quality supply; more certain service experience; unique user mind for the markets of different countries.

Three keywords point directly to the three major links of cross -border business, logistics and market positioning, which will not only provide a support for merchants to create explosive models, brand building, and service upgrades during the promotion period, but also the core of cutting into the speed -selling business: High -quality supply goes to the world and helps domestic goods go out to sea.

How to convert high -quality supply in China to overseas explosive products

Today, overseas consumers can easily buy a variety of high -quality domestic goods on the speed -selling platform.

But there may not be enough supply. From the perspective of AliExpress, there is still an optimized solution for "unique high -quality supply in China" — for example, making the sea outs more clear: what kind of cargo heat selling? How to sell the goods better?

The first is the front -end. The strong and orderly productivity of the Chinese factory is the competitive advantage of domestic goods. Continuously providing source factories for good goods is the focus of merchants.

Similar to many domestic small and medium -sized foundry companies, WOSAI, the power tool brand, originally started OEM (foundry production) business, which is mainly well -known internationally renowned brands, and accumulated mature electric tool manufacturing strength during the period. Therefore, in 2017, after the company promoted the brand "WOSAI" to settle in quick sales, with the production advantage of the factory, WOSAI used more than 3 years to make overseas online business 36 million yuan.

Secondly, at the mid -end, merchants need to do a good job in performance and improve the quality of goods, especially in the target market to do their homework.

For example, consumption in Europe and the United States has been strong for a long time, but due to the long geographical distance and the cost of transportation time, many Chinese merchants are discouraged. In order to seize this key consumer market, the fishing gear brand fishing and hunting has been added to overseas warehouses and preferred warehouses. At present, its overseas shipment timeliness is 3-7 days. Relying on the early layout of logistics, fishing and hunting quickly penetrate into the European and American markets with huge potential and sell products to more than 200 countries and regions around the world.

Finally, the end of the consumer experience. The birth of hot sales also requires merchants to have better user understanding.

Taking the Chinese small home appliance industry as an example, in recent years, the brand of adding and pursuing brands has not lost its hardware strength that is not inferior to global smart home appliances. However, if you go out to the sea, you need to go abroad to collect and feedback the needs of overseas users. For example, the groundwashing machine that can be launched in Europe and the United States pays more attention to the use effect in the large -scale indoor carpet environment. The vacuum cleaner launched by Japan is based on Japanese consumption. The storage habits of the person are getting small and light, easy to store. Localized play effectively helps brands have created explosive products recognized by consumers in the market with different consumption habits and scenes.

As domestic goods go out to sea, challenge and opportunities coexist.

The logistics upgrade is fully upgraded, and the order of the marketing merchants skyrocketed

During the entire process of domestic goods, "high -quality supply" is the foundation, and merchants are undoubtedly the protagonist; and when the logistics link, the platform and merchants singing together are even more important.

At the Summit of the Chinese Store, Zhang Kaife said that AliExpress will continue to invest in logistics capacity building. In fact, since the Fast Trassful Merchants Conference in April this year, the platform has revealed more than once to reveal the determination and practical results of heavy warehouse logistics construction. Merchants and consumers standing at both ends of the supply and demand are benefited from it.

The logistics upgrade has brought practical dividends to the merchant. Among them, the high -speed sales link focuses on the three points in the summit:

The first is to join Cangfa and promise "X Rida" to enjoy the traffic recommendation flow, and the conversion rate will be greatly improved; the second is that Cangfa is conducive to reducing the business cost of merchants, such as nearly foreign South Korea , Russia, Youxuan Warehouse can help merchants solve most of the problems. The ocean can improve the time limit for logistics through the combination of excellent selection and overseas warehouses. The third point is that the platform will upgrade through domestic unilateral formulas. When the consumer purchase amount is higher than a range, the AliExpress will upgrade the order for free orders. It promises X Risa and encourages consumers to buy more.

At present, merchants can achieve overseas warehouse stocking, which can achieve Europe 2 to 7 days (core cities 2 days) and the United States 5 days; preferred warehouse stocking, such as Russia, Spain, South Korea and other markets will realize the timing experience of local e -commerce experience experience experience Essence

Merchants better complete their performance, which means that consumers can enjoy a more certain service experience in the logistics side and improve the conversion rate and good review.

"The construction of You Xuancang and overseas warehouses has continued, especially for overseas consumers, which can ensure a more certain inventory and time limit. In the future, we will have more marketing resources to match it." It is also mentioned that "Compared with the data in March, the order volume of the current selection position (merchant) has increased 6 times." Insight insight into different consumer minds in various places, and encourage refined operators

"If you want to upgrade your products, how to understand the changes in consumer habits in other countries?" Merchants who are going to sea or preparing to go to sea are more or less confused.

Therefore, it is particularly important to help merchants refine the market insights, research, and point -to -point services of platforms to help merchants help merchants in accordance with the unique users of different markets.

At present, the key operating markets of AliExpress include Russia, Europe (Spain, France, etc.), the Americas (the United States, Brazil, etc.), South Korea, the Middle East. With the footsteps of domestic goods brands to go to sea, more markets have been excavated, and the "bottom" of the platform will be a valuable resource for product upgrades, marketing promotion, and user operations for merchants.

Consumption hotspots are conveyed more quickly to merchants. Not long ago, AliExpress combined with overseas consumption trends, summarized the "six major trends in domestic goods" in the second half of 2022, including creative pets, garage economies, and home new energy, and planned to make suggestions for the corresponding merchants. For example, this year's European countries have another power shortage, and the lithium iron phosphate battery launched by Shenzhen battery brand LIITOKALA will open the sales on time. The AliExpress also opens a new category of "energy storage power" for such products. Today, the brand not only achieves the head of the category, but its 20%repurchase rate is much higher than the industry average.

This ability has also had a good successful experience on Lazada, which belongs to Ali ’s overseas digital business. For example, in the Southeast Asian e -commerce market, the style women's clothing from China on Lazada has been well received.

Lazada's three core consumers' minds "trend, cost -effective, rich" also helped many businesses who just went to Southeast Asia to quickly accurately accurately accurately the local user habits. Today's Southeast Asia, the "planting grass and grass" driven by hot spots and topics has become a new consumption trend to meet the needs of women's clothing such as the needs of local fashion trends. password".

Opening up the user's mind is a sign of the brand's gradually mature, long -term and incubation. "The service goal of the industry operation team this year is to help more merchants jump into sellers who sell over one million years." Zhang Kaife said.

World Cup+"Black Five", Overseas Double Eleven will welcome consumption heat

This year, the overseas Double Eleven met the World Cup and "Black Five" -what is the play? Become the most concerned about merchants.

It is reported that the promotion will be opened on October 29th and sold on November 1. The preheating time is shortened from 10 days in the past to 3 days. It is convenient for buyers to see the promotion and can move quickly, and the merchant can lock the business opportunities in advance.

Employees who are working in Yiwu Youxuan Warehouse

The platform will also be subsidized directly to drive a longer outbreak with the maximum investment. For example, this year's platform will be subsidized directly. Based on the previous reduction of merchants' cross -store reduction, the price is more favorable, and the merchants can sell more and the explosion period is longer. At the same time, the longer outbreak time can also alleviate the pressure of merchants' delivery.

In order to make the merchant more convenient to participate in two major promotion activities, after the investment phase is opened, the quick sales simplified the registration process of overseas Double Eleven and the "Black Five": participating in the Double Eleven merchants, you can import the products with one click to make it easy Signing on the "Black Friday" on the ground saves the time cost of merchants' stocking and operation.

In terms of marketing and determination, AliExpress is also actively deployed. During the period of "Double Eleven" and "Black Five" overseas, the platform will open special venues such as the World Cup to attract more consumers with football superstar endorsements. At the same time, the AliExpress will combine the explosion of merchants to organize special activities in key countries to form online and offline marketing linkage.

In addition, AliExpress also made three suggestions for "creating explosive models" for merchants:

Understand the registration rules, combine Primary Second suggestions, join the overseas Double Eleven to achieve one stocking and two rounds of sale; the excellent selection or overseas warehouse of explosive products to ensure the definition of consumer experience; prepare high -quality good goods according to the characteristics of the market in different countries.

It is worth noting that the AliExpress will use the "Internet rate" of merchants as one of the important criteria for investment, because it focuses on the service quality and service level of the seller. After all, it is not a platform that tests the product power, power, and brand power of the merchant, but the overseas consumers who vote with wallets. High -quality merchants can often take the lead. "Facing the cross -border retail of overseas consumers will be one of the biggest opportunities for Chinese small and medium -sized enterprises in the future." Zhang Kaifu said.

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