When it's time to ask questions, many people will ask the question of scalping. There is no answer here, considering the Anti Unfair Competition Law, Online Transaction Management Measures, Anti Unfair Competition Law, E-Commerce Law and the official Amazon platform regulations.
Q： Toy category, infringement leads to seal, complaint service provider channel: expensive fees, 40-60% payment collection, what is the principle
A： First of all, I must tell you my position. I firmly support the official policies of Amazon platform and firmly oppose and condemn all violations on the platform. In fact, such complaints are illegal and have violated the legal red line. At present, the channels and methods of each service provider are somewhat different. The most common way to catch the dead number is to "combine inside with outside". Here is an example. Among the service providers contacted in the past six months, some of them are relatives who study in the United States and work at Amazon after graduation. Then relatives on the mainland of China are responsible for receiving orders, and the United States helps to earn accounts. This is not the first day. Amazon has a dedicated team to combat this kind of behavior. This practice has touched the red line of the law, and is a violation of the platform. Amazon strictly enforces such illegal and illegal account salvage. At present, it is recommended that sellers operate in compliance and not rely on illegal appeals. The most important thing is that there have been "settling accounts" in the past. Even if the account comes back this time, it may be settled one day and be re registered.
Q： What indicators do you have to know about the category of snack paradise you choose? You can get 5.6 orders a day without advertising
A： At present, the competition in small categories is not small, and it is common sense that you can never be 100% sure of your sales volume before you sell. So how do we reduce the risk of trial and error? The simplest step for beginners is to control MOQ. On 1688, "high price" purchase is a means to control MOQ. Generally, it is acceptable to purchase only 100~200 pieces and send them to FBA for testing before stable order issuance. Big sellers despise this practice, which is just a way to earn pocket money.
Q： Capacity of new stores and advertising methods
A： Are these two questions? The storage capacity of the new store. Considering that my position is on the official side, and I also know that there are illegal expansion operations outside, I would advise you not to use it, because there is a precedent of blocking. Amazon doesn't have enough inventory capacity for you. I suggest you consider using overseas warehouse to cooperate. This is normal operation. Previously, it could be solved through the Seller Fully Prime, but today, August 1, 2021, the registration of new users has been stopped. You can register on the official website in advance to enter the candidate list: https://sell.amazon.com/programs/seller-fulfilled-prime.html?lang=zh_CN 。 Then how to play the advertisement? The routine operation is to say a word first, because I don't know you don't understand. After the new products are put on the shelves, they will continue to advertise, automatically run the word, and manually run after screening. Multiple manual advertisements will be launched to screen out the best words layer by layer. It is unrealistic to have a deep discussion, because this is a question and answer area. So here's a tip. Many people will ask whether to increase the bid for "top of search results". If you are a new product (because you are a new store), it is not recommended. Generally, your product does not have such strong competitiveness to compete with other mature products on the top. However, for products that have accumulated some comments, we should improve them. Generally, the click rate and conversion rate will be more ideal. I won't go on talking at length here. There are a lot of public information about advertising methods. I will also consider adding this content to my notes.
Q： How to avoid risk conversion of public domain traffic in independent stations
A： Failed to understand the words "independent station public domain traffic" and "risk avoidance". Generally, the traffic of independent stations is their own "private domain traffic", so what is the "public domain traffic of independent stations"? So there is no way to answer the question of "conversion".
Q： Shopee has been established for more than a year, with an annual sales volume of 1000w. How to introduce Shopee and Titok traffic to independent stations
A： To make a platitude, shopee traffic can be introduced to independent stations through after-sales. At present, Tiktok traffic wants to be imported into independent stations. Many people will say that it is "comment area" and "personal introduction". In fact, we all know from the bottom of our hearts that the best thing is to apply for shopping carts in the future (shopping carts are gradually opening, but many people still do not have shopping carts). The most important way to apply for shopping carts is to cooperate with foreigners. In other words, it is not recommended that you keep your own number, but that you make friends with some foreigners. They keep their number abroad, and you help them deliver goods in China. I am optimistic that tiktok will open shopping carts to most foreigners in the future. And I also think that tiktok will be more and more cruel to all kinds of marketing numbers in mainland China. So tiktok wants to divert to independent stations. I still think it needs to rely on the shopping cart function, but it is very difficult to obtain this permission. At present, you can only wait and accumulate foreign resources.
Q： How to judge the profit of SB advertising and how to judge the search volume of SP advertising
A： At present, SB advertising is suitable for some innovative products. For example, the 360 degree vacuum cleaner head launched by dyson has no dead space. It conveys the innovation of your product through video advertising, so that it is possible to make "direct profits". In the past six months, there are some vacuum cleaners that can meet the demand of ultra-high cabinets and are also suitable for SB advertising. I'm sorry here, but each category is different, and I'm familiar with the category of small household appliances, so I directly used the industry of small household appliances as an example. How do SP ads judge search volume? This is actually a quite false proposition. Because your SP ads focus on exposure, not search volume. Your exposure is determined by your bid. Even if you get 1 million searches per month for a keyword, but your bid is too low, you won't get much exposure. If you just want to know how many searches per month are for a keyword, you can use tools like seller wizard, acos007.
Q： Two months after the launch of the new product, the product was searched by keyword, but no product was found, but the keywords can be found by manual advertising report. What is the problem
A： If you ask why there is no natural ranking, only advertising ranking. The answer is that if your listing is not well written, the system does not give you an index under the current keyword, or your product order volume is too low, or you forget to change the region in the upper left corner to the local country. In fact, in my opinion, this is very normal. At present, there are many products related to almost all keywords. It is impossible to show all products. The platform is displayed according to the relevance. If you have problems with listing or misplaced categories, they may not be retrieved. Finally, the reason why there are thousands of people and faces is personalized recommendation. For details, please refer to the Collaborative filtering mentioned in the platform recommendation algorithm explained in the 724 Summit.
Q： With regard to the supply of products, at present, it is mainly from 1688, Taobao and Pinduoduo. There are many homogenizations. How to find some more distinctive products or how to find suitable manufacturers to create characteristic products
A： The cooperation of the manufacturer is achieved by legs. So we usually find some good factories on 1688 and start running errands. In this process, you need to communicate your needs and ideas with the factory, which will help you judge the cost and feasibility. So, there is no secret, just run out with legs. Because more communication, you will learn more. Some factory salesmen, in order to express their factory's cooperation intention, will also directly educate you about the pitfalls. Over time, you will understand more and more and develop "special products". However, the cost of developing a product is high, so it is usually done by "changing the mold", some of which are also directly changing the color. This can only be requested by you and the factory. If you ask me how to judge whether a factory is good or bad, I can only tell you that many of the online products are deceptive, and you can only go to see and talk on the spot.
Q： What is a good solution to the return risk of independent logistics customs.
A： If you ask what to do with the customs withholding, you can only find your logistics service provider. If you want to know what to do with customer returns, it all depends on your scale. Generally, the larger ones have overseas warehouses to coordinate with the return and exchange of goods. For early independent stations, customer returns often symbolize abandonment. So you need to make sure that the profits are large enough to accept the expected losses.
Q： At present, the annual revenue of Amazon's VC account is about 300 million yuan, but the SC account is less than 20 million dollars. Can we give up the SC account and focus on supplying Amazon?
A： I think 20 million dollars is also money and sales. I don't think you should give up as long as you don't brush up. If you have violated the rules, your next job is to maintain the annual sales of 20 million dollars without violating the rules. I don't think giving up SC is the right way.
Q： Independent stations in the United States, docking with celebrities to promote and bring goods, docking from institutions or independent direct docking efficiency? What is the difference in cost.
A： So the problem is efficiency and cost, that is, time cost and money cost. If institutions are connected, the price difference of middlemen that each online celebrity institution will earn is about 10000 yuan. A friend bought upfluence.com, a platform for docking with online celebrities, which has been more than 100000 yuan a year, but none of them succeeded in docking. I think the biggest problem of institutional docking is that the IQ tax of intermediaries is too high. If you connect yourself, you can't get in touch with a lot of online celebrities. Youtube is limited to 5 contacts a day, and it will gradually decrease. You can contact five people on the first day, three on the second day, and only one on the third day. That's why I set up leapca.com on the first day. It doesn't earn the price difference of middlemen, but also allows you to contact in batches. Hahahaha, it's Amway, but I'm really solving the problem.
Q： How do you view the role of reddit in grass planting and promotion of independent stations? It's better to do drainage by yourself or find some posts that have been pushed to the head to cooperate
A： First of all, the ethos of Reddit is very similar to that of Zhihu, which is extremely exclusive of marketing posts and marketing numbers. Trying to advertise on Reddit is undoubtedly digging its own grave. Our company has done marketing on Reddit before Amazon. You need to write your own soft articles very, very soft. It doesn't look like soft articles. This is a big challenge for Chinese sellers. If you want to cooperate with "top to top posts", you can see all the top posts of a Reddit group. If you post ads, the new traffic will not be optimistic. So if it's cheap, you can send it. If you want to charge a lot of money, I don't recommend it. In addition, the top to the head of the post is also time limited, after the time limit will sink.
Q： Did Brother Ma use the seller wizard to show his own selection sales data in the group before? Natural orders can achieve such sales data. What data is used to filter? Concentration? New product rate?
A： It's a seller wizard, and people in the company are using it. I usually focus on sales concentration. It is difficult to judge the selection of products from a single data, but I think the sales concentration can feed back a lot of problems. This was also explained on the day of the 724 Summit, the advantages and disadvantages of decentralized sales.
Q： At present, we plan to raise funds to enter the platform. It is estimated that we can raise 200000 yuan. Is there any platform recommendation? Is it recommended for Southeast Asia?
A： First of all, there are outstanding representatives on each platform, and there is a shopee upstairs who has an annual sales of 1kw, which is also good. I think it is also good to spend tens of thousands of yuan on the FBA if you really want to choose a platform for 200000 yuan. I also asked my classmates to do this, and the current effect is good. Although the big seller looks down on this business, for one person, this income is still beautiful. But what will I do if I get 200000 yuan? I will find some more friends. Because if you hold 200000 yuan, you can find 500000 yuan. With 700000 yuan, you can find another 1 million yuan. Then after 1.7 million, if you give up some shareholders for the reason of "too many shareholders", there will be only about 3 shareholders left, and you will also have 1 million. It is impossible to raise money in a straight line in real life. But there are a few things you can't do. The first is to cheat, the second is to lend, and the third is to borrow. I think what we can do is to use the 200000 yuan as chips and leverage more funds. There are many ways to leverage more funds, and there is one way ahead. The other is to directly use this as the starting fund to find ways to go to crowdfunding platforms, such as kickstarter, and then use the 200000+idea to raise 500000~800000 yuan. Learning to leverage existing assets is a must for everyone who wants to increase wealth.
Q： After Brexit, is the UK station still suitable for beginners?
A： It's just very introverted. It can be done.
Q： How to select keywords and how to use them properly after extracting about 1000 long tailed words
A： I think this big probability is a novice problem, right? I have created a free tool that can automatically generate your search term according to the repetition and importance of keywords. You can directly open 51asin.com. Throw in these 1000 long tailed words and automatically generate the search term you need.
Q： How to conduct security evaluation in the US and Japan stations
A： My position is to firmly oppose and condemn the people who conduct daily evaluation, and firmly support the platform policy. Evaluation is a violation, and there is no security theory. If you really want to enhance brand awareness and retention rate, I think you still need to return to the product itself, so I don't want to say more here. Most sellers spend most of their time every day looking for overseas Chinese. I have stayed in the UK for many years. During this period, many people contact us through Facebook and other channels to ask for scalping. I know this behavior is an inevitable outcome of fierce competition and a shortcut to sales growth, but it has never been a successful method. I believe that when you asked me this question, you didn't think that your account might be blocked tomorrow. Maybe you think you can get it back from the service provider after you seal it. In fact, the whole world has already changed. I still want to advise you to study products and develop new products seriously. Only in this way can your team achieve long-term sustainable development.
Q： The account holder is inconsistent with the brand holder and has been filed. How to set the product to join vine ?
A： I remember that only brand representatives can register goods in vine 。
Q： Does optimizing listing affect weight?
A： Many operators think that the listing can be modified in the first 1 to 2 months after the listing is launched in the early stage. After this time, it is not recommended to optimize the listing. And I am in favor of this approach.
Q： What suggestions do you have for Xiaobai Soho to do cross-border e-commerce? He has many years of foreign trade experience
Q： If you have foreign language background and want to return to the foreign trade industry to do B2C cross-border e-commerce, do you have any suggestions
A： The bigger the team and company, the more they will tell you: "This is not a game for the poor". Cross border e-commerce is a heavy asset industry. If you want to be engaged in the role of selling goods, you can only follow the route of mini seller. Purchase in 1688, pack and label your own products and send them to the FBA. If you sell well, you can make up. If you don't sell well, you will lose thousands of yuan per SKU. If this method is operated correctly, it is possible to earn tens of thousands of dollars a month. At present, many operators in Shenzhen are working as part-time workers, and they have opened their own stores privately. In their spare time, Soho also manages its own stores. It is no problem for Niu X to earn more pocket money every month. But I still think that this can be achieved only after you pay a lot of attention. Money is not so easy to earn. If you have a foreign language background, it's really a good thing, but foreign languages can't play a decisive role. At most, it just makes it easier for you to write lists and understand foreign cultures. At present, this industry still depends on products. Your product development ability is decisive.
Q： Which platform or plug-in can collect the image click rate of a certain category
A： Put in Facebook ads, and then test the click rate of pictures. I will spend money and test myself. This is the only plan I think.
Q： How to consider the multi-channel layout (brands and products are copied on AMZ and eBay), how to judge the entry, and how to consider other platforms
A： My intuition told me that the person who asked this question seemed to be new to the industry, considering the brand layout. I recommend only two channels, the official website of the AMZ+brand. Give up other channels first, you really don't have so much mind to learn and manage so many platforms. The layout of the official website of the AMZ+brand can help you sort out the supply chain, logistics and warehousing issues when you start early. Once these three things are sorted out and the internal management system has been set up, it will be easier to expand the sales channels (ebay, etc.). How to consider other platforms? I think other platforms are very good. There are sellers who know eBay well, and there are also those who know Shopee well. I think you should focus on your products, and whether your products are really what consumers need. If so, go directly to Amz, because Amz's group should be large and active at present, and you can get more help and communication opportunities than other platforms.
Q： How to quickly identify audience groups when entering a new category?
Q： What dimensions can FB boutique station analyze target users from? The dimension of analysis has guiding significance for business.
A： Boutique mode+Facebook advertising drainage is a feasible route, but many sellers have ignored the success factor, that is, video materials. So before discussing the "target users", I personally want to emphasize that whether the boutique model can be successfully combined from Facebook is, to a large extent, still the product and your promotion video. The next step is to answer your question, which dimensions can target users analyze from. First of all, I believe you know some characteristics of your users. For example, you know that your products are for women. And you should also have some things that you are not sure about, for example, you do not know whether the conversion rate between 25 and 30 years old is better or between 30 and 35 years old is better. To solve the problem of crowd orientation, you can open multiple advertisements for comparison, which is a common AB Test. This method helps you analyze conversion rate, click rate and customer price through AB test. After your analysis and conclusion (for example, the conversion rate of 25-30 years old is lower than that of 30-35 years old), how do you take this as the "guiding significance of business"? You can develop your marketing strategy based on these data. For example, if you know that a forum is full of married women aged 30 to 35, and your products have a high conversion rate for such women, you can cooperate with this forum commercially. In other words, the user's attribute characteristics (that is, the "dimension" in the question) can help you do more reasonable advertising.
Q： What kind of return expectation should the planning of Fb boutique station have?
A： I think that the boutique mode+Facebook wants to see returns only when your investment reaches a threshold. For example, you invested 10000 yuan, and your return was 0, because your investment did not reach a basic threshold. If you invest 1 million yuan, you can see a return of 100000 yuan. So how much you should expect to return is entirely based on how much money you have invested. However, I think that the cost of developing a product (private model+software and hardware design) in the boutique mode is about 700000 to 1000000 yuan, and the subsequent procurement, logistics, warehousing and marketing also need at least 1000000 yuan. Finally, there is a human resources and office costs, so the overall investment threshold is about 3 million yuan. When you reach this threshold, you should expect a return of 10-20%. Keep investing, and your profit margin will gradually rise, because the brand effect has come out. Finally, I would like to add that it is not enough to spend money, and spending money without brains is nothing but waste. The investment threshold mentioned above refers to the reasonable consumption of funds, not including the invalid expenditure that you have wasted.
Q： What dimension can we think about the repurchase rate of Fb boutique station? (Formation of repurchase and improvement of repurchase rate)
A： The question should be how to improve the repurchase rate, right? First, it depends on whether your product attributes are suitable for re purchase. At the summit, there was mention of subscription e-commerce for mothers and babies. This kind of products are easy to re purchase, which also led to the use of membership in this type of model. If your product is suitable for re purchase and users have periodic needs, you may as well try the membership system. The way that members can discount is really the most reasonable way to improve re purchase.
Q： Suggestions on vertical independent stations? (Product: important parts for mobile phone maintenance)
A： I am not the first day to contact the category of mobile phone repair parts and sellers. If you want to do such independent stations, you must build a mobile phone repair website that is very suitable for retrieval. A simple e-commerce website can't make your project successful, because there is no lack of such things in the market. But it would be better if your website could directly retrieve some maintenance parts according to different mobile phone models and was equipped with maintenance teaching. Of course, the purchase of such goods is sometimes done by professionals, so they care more about the price, because they know the model, parts and how to repair them. They just need you to provide cheap products. So the price is also a problem you can't ignore. I think the biggest space for such websites is to optimize the process teaching of retrieval and maintenance. Do these two things well to make your website enter the amateur market. Amateurs don't care about the price so much. They don't mind giving more money and enjoying better services. The market for amateurs is far larger than that for professionals, because professionals are always a minority.
Q： Which is the most important: product, flow and brand positioning?
A： location. Positioning is actually a company's general direction for its own products and services. The right positioning will affect your product design and development, and the right positioning will help you attract the right traffic. So positioning is the most important.
Q： Which is better, Google ad or FB ad?
A： For ordinary goods, GMC has the best ROI effect, but the traffic is too small, because ROI is based on low bid, and low bid has little exposure on GMC. For boutique sellers, the effect of Facebook is totally brainwashing by watching videos. A good marketing video is the key to success. For sellers of blockbusters, FB, 2021 is the end of blockbusters.
Q： How to select products based on materials in the transformation of traditional foreign trade factories? (We are the factory of bamboo products)
A： You can directly google shopping or search Amazon for keywords to see which products sell well. However, this practice will generally lead you to a sea of blood. But you still need to do so, because it can let you know some common goods in the market first. Then, according to the popular models on the market, we will make some changes. It is usually not a problem to modify the style because of the factory.
Q： How to stand firm in the Red Sea category?
A： Good products are the essence of business transactions. Although it seems that I didn't say it, let me add something. First of all, I think it is very important for an enterprise to choose a category and direction that can be branded if it wants to develop healthily. For example, it is difficult to brand the dishcloth, but the keyboard can be branded. If you want to gain a foothold, you have to see where you can gain a foothold. First, you need to choose a category that can be branded. Then in this direction, you should start to consider the characteristics of your own products. Having your own style is the best way for you to stand firm. Take the keyboard as an example. Your brand can only do a good job of black axis professionally. If you can make people know that you are a professional black axis in your user group, then you will have your own place. If you want your style to be more obvious, you can only make silver LED+black axis keyboard. Considering that most of the non mainstream hardware on the market is mainly light pollution, this kind of hardy black axis keyboard will also be liked by some people. Characterizing your products will reduce the audience of your products. Take the LED free keyboard as an example. Some homestead men just like LED light pollution, and your products will not sell. However, since the problem is "how to stand firm", the best way to stand firm is to clarify the product orientation and direction, although this strategy may not allow you to expand the market. Your mind may be wondering how to gain a firm foothold while expanding the market. Considering the current competitive environment in the market, most enterprises have entered a state of innovation exhaustion. If you really want to have a firm foothold and expand the market at the same time, you need to innovate in technology and ideas, and use technology to truly address the needs of consumers. And do you have hard core technology? If not, don't always try to have the best of both worlds. You should either face the competition or encircle your own small territory. Although the territory is small, it is not easy for others to invade it.
Q： How to make the first step of independent station (except decoration)
A： Go to Station B to search for Oxford Pony? If you want to advertise directly, here is one direction: if you have money, I suggest CPM advertising should be combined with KOL marketing. If you have no money, I suggest you use the only budget to shoot marketing videos and pictures, and then cooperate with CPC advertising. This is the simplest answer. If it is a little more complicated, I suggest that we first study the hot sales and diversion strategies of competitors. There are many tools to achieve this step. Then study how the competitors grow from 0 to the present. Then formulate marketing strategy.
Q： How to look at the current spiral play?
A： As long as your sales growth is not based on violations of laws and regulations, it is suitable for the team's sustainable development.
Q： Want to know how a startup company can do a good job in team building to make collaboration more efficient?
A： The simple answer is: simplify all the simplified ones, accept unnecessary defects, and only require necessary perfection. I still have many views on this issue. First of all, I think how many people are needed for the entrepreneurial team: that is, people are the core, so the number of people should not be too large. It is difficult for you to gather 10 awesome people. But you have the ability to gather two awesome people. So remember one thing: only the people you really think are great will be left as the team of the entrepreneurial team. But where can I find such a person? The first is contacts. You need to find the right people through your contacts. I think the boss directly hires a member, and the efficiency of daily interview is too low, and the probability of finding a talent is also very low. Of course, I think that the goal of efficient collaboration is based on trust and understanding. The upper and lower limits and scope of the ability of teams to understand each other. Amazon start-ups generally divide their work directly. Who does product development and procurement, who is responsible for operation and after-sales, and who is responsible for logistics and warehousing. So generally, Amazon start-up teams are only 2-3 people, and the division of labor is clear, so it is naturally very efficient. In this process, there will be many disputes. For example, the choice of style is A or B. This is also the reason why most start-ups are inefficient. That is ambiguity. The ideal state, of course, is that there is a respected person in the team who makes decisions. If everyone in the team is angry and none of them is convinced, they should not choose to vote. In fact, it's stupid to vote for a decision, because I don't think smart people occupy the majority. I think smart people occupy the minority, and even fewer are smart people who can understand business opportunities. So if voting can help enterprises make money, why not vote every day? The voting of the board of directors of listed companies or some large companies is the operation of a bunch of big men, which is different from that of start-up teams. The most reasonable way to solve the real ambiguity is to ask for help from the outside, the third-party neutral person. This neutral person needs to have industry experience, preferably known and trusted by all members of the team. It is generally ideal for the neutral person to coordinate the ambiguity and make the final decision. So in the final analysis, the waste of time and low efficiency are generally caused by ambiguity. I have seen many ways for start-up teams to resolve ambiguity. I think the most reasonable way is to ask for help from outside. The way to resolve ambiguity will not only affect the efficiency of the start-up team, but also affect its future.
Q： How to refine financial management? Does Linkstar work well? Is there a better listing?
A： Linkstar is really easy to use, and we are also using it. Then I can't understand what is called "Is there a better listing"? Is there any better ERP? If this is the problem, I think it is very convenient to use LeadStar now.
Q： How much does Xiaobai need to invest in Amazon? Will the warehouse be overstocked?
A： The answer of the leaders: at least 3 million. The cross-border training organization on Tiaoyin replied: "Zero cost entrepreneurship, one piece distribution, store cluster mode, you need to prepare a dollar counter, because your dollars will be soft to count.". My answer: If your wallet is empty, why don't you go to work directly? It's very stable anyway. Some bosses are willing to invest people with operation experience to start a business together, and the investment amount I have seen in the past half year is generally between 1 million and 5 million yuan. Local bosses also want to enter this industry, but what they need is experienced operation, so the best way for you is to accumulate some experience and then start a business with others. If you don't want to work now, and you don't have the ability to talk about investment, then you really have to work alone. Although there are many individuals around to start Amazon, they just look for small categories to do it. They do it alone, without offices or teams. They invest tens of thousands of dollars on their own, and can earn money every month. But the premise is that you must have operating experience, otherwise you will not know how to get killed by your peers. The warehouse will be overstocked, so it is important to control MOQ. Generally, if a style is selected incorrectly, thousands of pieces will be lost (MOQ 100, average purchase unit price 30). I don't encourage children who are short of money to mess around. I hope you still have a stable source of income.
Q： How to evaluate the newly recruited operation supervisor?
A： I don't know whether this is the operation director of Amazon or an independent station. Different people have different ways of investigation. I just want to say my opinion here. Whether it is Amazon or an independent station, if it has the ability of an operation director, it generally has a certain idea of cost control, that is, the ability to predict costs. He knows why they have this ability, because he knows how much money they have spent in their last company and how many achievements they have made. How much money has been spent, how many achievements have been made, and how much money has been spent. So he will slowly feel some cost, and will tell you how much money you need to invest in order to achieve more results.
Q： If you want to build a shopping website similar to shein, do you want to go directly to shopify or customize it separately?
A： I suppose you are asking what e-commerce websites should do if you want to build the SHEIN system. If this is the case, it requires a large number of personalized customization. It is recommended to customize separately. Some people may ask, why do you need to customize it separately? Isn't it just an e-commerce website? Because such websites actually have a particularly powerful background, corresponding to their App data, user data, member information, purchase data, SKU data, overseas warehouse data, inventory data and logistics data. Considering SHEIN is a women's wear leader, these data volumes are very huge, and it needs to customize a website backstage to make the internal operation of the company linked. So I think the main idea is not to build an e-commerce website, but to build a system. To implement such a system, customization development is required.
Q： 2B 2C Is it appropriate to put it on a website? Can C end drain B end?
A： Yes, 2B business is better just a single page, and then guide enterprise users to send e-mail inquiries and place orders in batches.
Q： How should the internal staff structure of the independent station be arranged? For example, do you need special personnel for product selection, advertising and website construction? How to allocate personnel and build incentive mechanism?
A： First of all, the selection of independent stations should be done by the boss. Because this is the key point of success and failure, I don't want to see the boss give this key thing to others. Decoration and SEO are done by the same person, who is the first operator. He mainly ensures that the website is beautiful, whether for consumers or for search engines. Then there are advertising and KOL marketing personnel. He is mainly responsible for the docking of various advertising and online celebrity marketing, and he is the most expensive. The amount of commission depends on your stage. Generally, the startup team can give a higher commission and tell the operation team that the commission will increase with the overall turnover, and the percentage of the commission will also decrease. Generally speaking, two specially assigned persons can be responsible for an independent station. However, the success or failure of the independent station was discussed at the 724 Summit. In fact, it is all connected with the brand content. It's your CPM and online celebrity marketing. Only by doing a good job in CPM and online celebrity marketing can you have brand effect and enter a good positive cycle. If you put CPC ads directly, you will generally encounter particularly bad results. If your product is better, of course, your positive circulation speed will be faster. Remember, the product is the core, and the marketing videos and pictures of the product are auxiliary. In my opinion, the early stage of architecture was just floating clouds.
Q： What do operators value most?
A： Is he willing to work overtime.
Q： Amazon's expansion of new traffic meets the moment when ACOS is very high and CVR drops sharply. How do we do grass planting in the station? Is it recommended to attract new users to the brand store?
A： I think it is a good idea to lead to the brand store, but it still cannot fully explain the problems of ACOS and CVR. However, due to the lack of information, this question is still difficult to answer.
Q： How to introduce Amazon's best sellers to independent websites? Now we have got general goods, and then KOL, FB, Google, community drainage, but the number of orders is very small.
A： First of all, not all Amazon's blockbusters are suitable for independent stations. Because Amazon is like a supermarket, everything in it can be sold. But your independent station is like a franchise store, not all products are suitable. I don't think we can blindly carry the popular Amazon products to independent stations, but we should return to the essence of business and develop our own products. In this way, your drainage will work. Many sellers focus on the drainage side, but to be honest, this is not a correct business strategy. The essence of business is trading. Use money to buy your goods. If your goods are not good enough, you blindly lead the audience to see your goods. This is just to magnify your own shortcomings, which is a very unwise behavior.
Q： Is it possible for a 2-3 person team to reach 70 million yuan a year?
A： At present, it is known that the record is a couple with annual sales of more than 100 million 。
Q： How to control ACOS?
A： Completely irrelevant words exclude some irrelevant lowered products, which are still the new product period modifiable main map products, which are still the new product period adjustable head premium products, which are mature old products, which can be appropriately adjusted head premium to calculate ACOAS, and correctly understand the role of advertising in natural ranking. If it is positive, keep the advertisement, otherwise stop it properly. Create a campaign/ad group for CVR keywords 。
Q： When I do AMZ, I have A+and definite products, but the conversion rate is not high. Do you want to stick to it? What is the prospect of live broadcast extension transfer?
A： I am not optimistic about the long-term development of this sub category. It should fall into a vicious competitive environment, and the vicious competition of peers will gradually become white hot. A+and specific products are not the same as conversion rate. No matter how beautiful the A+is or how clear your product is, it doesn't mean that consumers are willing to buy your product. I suggest giving up properly sometimes, and changing the way will be better.
Q： How can start-up cross-border companies avoid industry traps? And grow?
A： There are many traps in cross-border industry, which appear in different processes. Some are in the logistics link, some are in the product procurement link, and some are in the operation link. The best way to avoid it is to recruit a person who understands it into the team. At least one person must really understand it. Next is another question, how to achieve sustainable development. At the summit, there was a discussion on how to enter the process of healthy development of brands. CPM and online celebrity marketing are indispensable here. This requires a certain amount of start-up capital. Therefore, sustainable development requires you to have a good product direction and sufficient funds as the basis. In the former case, I shared some choices at the summit, including one for black people. That brand project is really great. However, although the financing of China's cross-border industry is not very prosperous at present, because many big sales suddenly died overnight, the difficulty of financing is still far lower than that of other industries. After all, cross-border e-commerce is still in a period of rapid development. When you have a correct product direction and sufficient funds, we can discuss the development problem. As mentioned in the previous paragraph, remember that you want a brand, not a sales channel. Therefore, we must invest in CPM and online celebrity marketing.
Q： How to push products without evaluation?
A： The official hope is that you will advertise. Many companies sell new products through advertising and off-site KOL drainage. The previous early reviewer plan has been canceled, but now everyone is urging and Vine, so first of all, the problem that your product has not been evaluated can be solved and is compliant.
Q： If CPC goes to two dollars, how much conversion rate does it need to keep the independent station profitable?
A： It's not that I don't want to answer this question, but it depends on your product purchase and logistics costs and product prices.
Q： Is there a universal management method for the development of the company? What is a healthy state? Whether there will be a large proportion difference according to the selected category?
A： I think the most ideal management state is that people do not need to manage, but through software to manage. This is what I am doing now. I hope that the company can automatically calculate his performance this month through the software in the future. This month's reward and this month's pay slip will be sent automatically. Then control his authority through software. This is the ideal state. In cross-border e-commerce companies, it is not easy to achieve this state, but I write code myself, so this is feasible. Because what you ask is "healthy state", and I always believe that "healthy management state" cannot be judged by "people". Because once there is a manager, his evaluation of lower level employees cannot be absolutely objective. There must be many subjective factors, which is unhealthy. I think as long as your selection category is not clothing, your management mode generally does not need to change too much. At present, many companies are managed through the use of ERP. Each employee has his/her own authority, and everyone interacts and operates in ERP. Link all departments through ERP. This is also a reasonable way. At present, ERP companies in the industry are not able to do things such as performance and pay. Because each company has different conditions and needs, ERP companies cannot develop a universal version. But if your question is "how to manage a company well without software", then I think you need to be a boss who can distinguish right from wrong. In most cases, the company will distinguish departments, and different departments will have a person in charge. You can't choose two kinds of people. The first one is a person who can only arrange things and can't practice. You can't choose the second one, that is, people who can only practice but can't organize arrangements. The person in charge of your department must be able to understand both practice and organization. Because this type of person is more likely to be respected by subordinates. The subordinate's respect for the person in charge will help the person in charge to manage better, and it is easier for the subordinate to learn something and grow better with such a leader. I think choosing the right person in charge of the department can solve most of the problems. Although it can't solve all of them, it can really avoid many problems. Only by successfully avoiding these problems can you make your business management more efficient. I am very opposed to recruiters, or when considering the person in charge, I yell, "This is the big guy from whom and where". Anyone who knows a little about the cross-border e-commerce industry will know that the industry can be started as long as they learn and do. In other words, it doesn't matter where the person in charge comes from. Whether he really has real talent is the most important. There are many talented people who have not been found, but many management with various titles have made little contribution to the team.
Q： Fb advertising traffic does Amazon bring natural traffic? (such as the increase of seo weight)
A： It can't be direct, but if the conversion rate of products and these external orders increase the number of evaluations, then the natural flow in the station is indeed enhanced indirectly.
Q： Some considerations and suggestions for novice sellers that you think are most needed, preferably in terms of details
A： First, it is always better to do it than to ask. Second, Amazon has a feature called Case, which can be opened as soon as problems arise. Third, since you are a novice, you should lower your goal, find a small category to survive, and then consider the development of fourth, in China's current business environment, cross-border e-commerce is still relatively easy to raise funds. So you need to finance your own project. Fifth, cross-border e-commerce needs to be very careful, which is mainly reflected in every expenditure, such as logistics and warehousing. Sixth, for novices, there is no return or replacement, only abandonment. Seventh, the reason why Amazon is popular is that in the past, everyone played in a single way. In fact, back and forth are the same way. The popularity of independent stations is not due to the single playing method of independent stations, but due to the internal volume of platform e-commerce. Eighth, we should value ACOAS rather than ACOS. Ninth, the optimization of ACOS takes time. Don't be afraid of ACOS once advertising is launched. Tenth, cross-border sellers will tell you that products are the most important. Yes, it is the most important. Eleventh, choose a good product positioning to distinguish yourself from competitors. Twelfth, in fact, Japan and Canada are both very good, for individual sellers.
Q： Does Amazon's flagship store play a role in the future? Is it necessary to devote great efforts to construction
A： Even if you spend a lot of time on construction, it won't cost you much. So you'd better invest.
Q： Is the main core method still scalping and in station advertising?
A： There were explanations at the 724 Summit, and they are all thinking about how to transform the brand. The operation that must be done is that CPM cooperates with KOL, and only doing one of them will not have a good effect.
Q： Our company has the ability to develop. The boss's idea is to select products with large market, and then upgrade and improve the head products (large upgrade in appearance, small upgrade in function). Is this right?
A： This idea is correct. Remember to combine some software services together. If you can do subscription e-commerce, it's worth trying.
Q： How much money should be invested in the early stage of self construction of the station, and what are the specific uses of the money
A： It is to invest in products, as well as product pictures and video materials. After doing these things well, it is the real marketing. In fact, the investment required for website decoration is far less than that of products.
Q： TikTok environment in Southeast Asia market
A： If you have a shopping cart, that's good. If not, it is bad.
Q： The order of fb pixel is inaccurate after Ios 14 update
A： There should be explanations at the 724 Summit. If it is a platform e-commerce, they will adjust the algorithm to maximize your GMV. Facebook can only target CTR. But FB has Pixel, which can properly track the conversion within the website, but this is still not accurate. It is affected by ios14. It is more about crowd orientation, which will affect the accuracy of Facebook advertising.
Q： One product issued 60-80 orders one day, but only 30-40 orders were issued these two days. After seeing the ranking, it did not drop, nor did it follow the sales. What is the reason?
A： Is it seasonal? Is it seasonal? Since your BSR has not changed, I really think it is because of seasonal reasons that people are less likely to search for related products.
Q： How does Amazon auto advertisement check its own advertising position ranking?
A： Acos007 can be found 。
Q： The success of facebook+shopify is everywhere. What do you think of the future of tk+shopify? Or what do you think of the future ecological development of tk? Is it good or bad?
A： In fact, I had a profound discussion on this at the 724 Summit, including the analysis of crowd issues and the importance of shopping carts. I have also discussed my short-term views and medium - and long-term views. At present, I would like to give you a brief operation advice, that is, if you want to succeed in tiktok, you need to cooperate with foreign friends. Because I believe that the shopping cart will be open in the future, but it will not be so easy to open to marketing accounts in mainland China.
(Source: Oxford Pony)
(Source: Oxford Pony)
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