Self built stations are undoubtedly the hottest new trend in the current cross-border e-commerce industry, with many sellers competing for layout. Among them, there are many sellers with zero foundation, and even some transformation factories without e-commerce experience are eager to try.
How to build a self built station from scratch? What pain points will sellers encounter when operating their own stations?
The construction and operation core of self built stations
"Thanks to the breakthrough in technology, we can build a website in five minutes. But the key to the success of a self built station lies in the later operation and brand packaging," said Kin, marketing director of Ueeshop.
Kin said that to do a good job in building a self built website, first of all, we should improve our website, including the settings of materials and SKUs. After completing these basic operations, we will repeat the promotion and drainage work - looking for useful traffic, giving up useless traffic, repeating this process, and constantly screening accurate traffic.
"To build a self built station, the key is to consider how to promote the website, just like the thinking of creating a blockbuster on a third-party e-commerce platform. However, there are many differences between self built stations and platforms. For example, in terms of pricing, the price of self built stations is often higher than the price of the platform. Because all the traffic needs to be promoted at the seller's own expense, and the products on the self built station also have brand premium. It is possible for consumers to enter the platform, generally starting from the cheapest products, while the sellers on the self built stations have independent pricing power, and do not have to worry about the price war with peer sellers; In addition, it is the consideration of traffic. It may be more afraid of being sold by others as a platform, and more afraid of no traffic as a self built station. "
The operation direction of self built stations and platforms is completely different, and the problems encountered and to be solved are also different. Self built stations pay more attention to the shaping of the brand itself, but on the platform, the brand is more difficult to do.
Kin said: "For cross-border e-commerce sellers operating on the platform, your customers don't belong to you, they just keep loyalty to the platform. Just like we are shopping on Taobao, we are loyal to the platform, not a store. As an independent station, customers find you through your brand. If a customer has a good experience when buying your product for the first time, he may deepen his positive impression of your brand, thus facilitating the second and third purchase in the future. So building a self built station may be a steady development, while building a platform may be unstable, which is why so many platform sellers are trying to build their own stations. "
Pain points and development trend of self built stations
At present, for cross-border e-commerce sellers, building self built stations will still encounter many pain points. Among them, the increase in traffic cost is the main reason.
"The traffic cost of search engines and social media is constantly rising, and accurate traffic is becoming more and more difficult to find, so the requirements for refined operation of self built site sellers will also be higher. Maybe earlier, sellers would have customers buy by simply and rudely spending money to advertise, but it is difficult to achieve the previous effect if they still advertise in this way. At present, the emphasis is on information-based, targeted delivery to accurate audiences, and repeated testing. " Kin said.
The operation mode of self built stations may not be suitable for sellers with zero base. Kin said: "Our Ueeshop is not only a provider of website building tools, but also helps some sellers who are just starting to contact self building websites to grow up quickly. In addition to providing the website system, it will also provide targeted online free courses for customers. For example, there will be some offline practical training in Guangzhou, Shenzhen and other places every month to teach customers how to promote and help them better transform. "
Turning to the possible future trend of self built stations, Kin said that some emerging countries may be more popular in COD COD mode some time ago. Next, due to the advent of the 5G era and the current development trend of short videos at home and abroad, there may be more of a "self built stations+social media+short videos" mode. In addition, the self built stations have also begun to develop in more emerging countries, including Vietnam, Myanmar, etc., instead of focusing on Europe and the United States.
"The advent of the 5G era may not bring about fundamental changes to self built stations in the short term, because the mobile terminal is more affected by 5G itself. But in fact, as early as 2013, we have already experienced the migration of customers from the PC end to the mobile end, and we have deployed the mobile end for a long time. Now the sellers pay more attention to the mobile end, and everyone is moving in this direction, so the impact will not be great. "
However, Kin also said that the current hot trend of social media has biased the proportion of self built station drainage channels. For example, in the past, customers used to search for products and purchase online through search engines, but now they may click on the ads when they see them while brushing videos. Therefore, changes in consumers' shopping habits will also bring changes to the drainage channels of self built stations. (By Zhang Yi on Hugo. com)
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