Hangzhou Haiying Technology Co., Ltd. (Cross border Valley) is a data technology service enterprise, focusing on providing one-stop solutions for cross-border brands. Haiying Technology, founded in 2015, was jointly founded in Hangzhou by middle and senior managers from many well-known international e-commerce platforms and industries. Its core team has Cross border e-commerce Operation experience, proficient in various operation rules and skills of cross-border e-commerce. With the concept of "data-driven operation, practical training and enabling businesses", the company helps Chinese traditional Manufacturing+ The enterprise quickly opens up overseas sales channels and overseas brand influence.
Advantages of cross-border valley
1. Professional team: members of the core operation team of the cross-border valley come from the Ali operation waiter, and have rich experience in operation and management. The expert members of the operation team all have the operation cases of stores with millions of dollars, and the front-line operation waiters basically have more than two years of AliExpress Practical experience. The expert members of the design team have rich experience in website UI design and outstanding visual design ability for overseas users.
2. Technical support: Cross border Valley has built its own FastConnect ERP system to realize seamless platform connection, automatic order processing, automatic diagnosis and optimization of titles, and real-time data tracking of competitors.
As a one-stop service for cross-border e-commerce hosting, the cross-border valley provides one-stop services for AliExpress sellers, including data selection, hosting operations, marketing and promotion.
(Picture source: screenshot of official website of Cross Border Valley)
Cross border Valley Operation Case
Kaiping Baite Trade Co., Ltd. was founded in 2016. It is a small company and only operated by husband and wife. We mainly sell curtains, curtain accessories, carpets, floor mats, bedding, textiles, etc. BYETEE is a brand of the company focusing on household curtains. Its sales performance has met a bottleneck. In order to improve sales, customers cooperated with Cross Border Valley in December 2016.
The shop is mainly engaged in curtain categories, and the source of goods is mainly large pieces of cloth, which can be customized after purchase. Rich styles but no stores Hot money The overall flow rate is low. Although it is good to purchase and collect, Conversion rate There are obvious deficiencies. Customers attach great importance to the buyer's shopping experience and seller's service, which is also a very important factor for later success.
The screenshot is the current service data of the customer
Before taking over
The overall flow is low, and the data in all aspects have declined seriously. The data includes the data of the Double 11 (2016 Double 11)
Problems after taking over
The overall store decoration is relatively simple, and the product branding is not obvious relation Marketing placement is vague. The traffic of the main single products without promotion activities is moderate but the conversion is low. There is no innovation in store activities, which is relatively rigid, and there is no integration in the grouping of store fans and shopping collection customers. The online rate of platform activities is low
After taking over
The screenshot shows the situation of the store one month after taking over
After taking over the Double 11 (2017)
After the reception, the Double 11 Festival saw a year-on-year growth of 1014%, which is a qualitative breakthrough for small sellers without any background.
Cross border Valley has optimized the production of the home page and the main map of details visually through the adjustment of marketing means and operation ideas. The order volume and turnover increased, and the customer cooperated with Cross border Valley to provide excellent buyer services for each order. The operation team communicated frequently with the waiter, whether in terms of product selection direction or service nature, and went to Guangdong to meet with the waiter. After improving performance through professional operation, it can be said that this service is one of the best in the world without being in the source of goods. On the whole, the waiter is very willing to support businesses like Cross border Valley, and finally gives resource support to become a good seller.
The hard work of Cross border Valley has also been recognized and praised by customers.
Operational strategy
OPERATION STRATEGY
The early stage of store operation is mainly divided into three steps (this means before the store becomes a good seller)
1. The store's products are popular
2. Promotion
3. Drive
Best seller
The store itself has no popular models, the price advantage is general, and the style of the order is scattered. Search the products of the same model on the platform through the product information provided by the customer, and list 3 products with similar prices. The profit space of the three selected products is compressed and the price is close to the cost price. Cooperate with the customer unit price of the three products to make a coupon with 100% reduction of the corresponding amount (20 for customer orders, minus 1 for every 20). The price reduction and coupon action are not carried out at the same time, and they are set according to the plan (first discount, then coupon)
The details of curtain category are analyzed according to the stores of big sellers, and buyers are very concerned about the style and description of products. In order to emphasize its functionality, in the product details, the corresponding text of the image is added to enrich the content and increase the readability of the product details.
In terms of product attributes, the core data should be as complete as possible. If there are redundant attributes, hot search keywords can be added repeatedly.
extension
The direct train is promoted at 30 yuan per day for the purpose of increasing exposure in the short term, and giving out evaluation as soon as possible. The core is to register for platform activities. The league raised the point by 8% and gradually (the peak value is 18%, which is gradually decreasing at present).
At this time, the total number of visitors to the store is still only between 1000 and 1200, and the flow is very low. If the through train is actually driven higher, the flow change will not be particularly obvious, and the conversion rate will be diluted. Before the Dragon Boat Festival holiday at the end of May, the best sellers finally went to a general goods activity. This activity is of great significance, becoming GMV To sum up, the price of platform activities does not meet the standard and will be effective. The activities will be effective only if there is an attractive price advantage, and can also affect subsequent orders. The role of platform activities is to make products live. Although the products produced during the activity suffered a small loss, the original discounted price was restored after the activity ended, but the traffic volume remained at 3000-5000 in the week after the activity ended, which was higher and more real than the traffic volume of the through train.
drive
Three popular models were created, although only one was successful. However, the successful one is enough to drive other products in the early stage of the new store. Up to now, the proportion of GMV of popular products and general products is 6 to 4. The code association is used in affiliate marketing, which improves the aesthetic feeling and is expected to increase Click rate 。
Classic strategy
In addition to the necessary promotion and creation of popular products, there is also a key step in the explosion of stores: window recommendation. When picking up the store, Cross Border Valley selected a floor mat for low customer and single drainage through data analysis and made a window display, which visually saw the growth of single model traffic and transformation. However, the window promotion time is limited. In the limited time of single model, Cross Border Valley vigorously promoted this single product, maintaining the traffic conversion after the window time display. In contrast, it is easier to recommend platform activities for products that apply for window recommendation.
Of course, there are many means. Operation focuses on multiple aspects rather than one activity for one optimization, which requires the cooperation of multiple means and the precipitation of time This is also the charm of operation.
Store status search
At present, the performance of the store is more than 6 times of that before cooperation. Good team service enables customers to cooperate with the cross-border valley again and again. So far, the cooperation has lasted for more than two years, and it has been handed over to another store operated by the cross-border valley agent, which has also become a gold seller. In terms of the industry, it has become the top household brand from an ordinary member of a large number of businesses, and the industry waiter has also made a special interview. The successful cases are understandable, and the byetee brand will be popular overseas.
Tips: To learn more about AliExpress marketing tools, you can go to the official website of Cross Border Valley.
