In 2020, the cross-border e-commerce industry is going through the process of "offline retail has been hit hard, and online channels have accelerated penetration". In the current market, cross-border e-commerce platforms, B2B foreign trade platforms and independent stations have formed a situation of "tripartite confrontation", in which the trend of independent stations becoming more popular is particularly conspicuous.
While the epidemic has changed the consumption habits of buyers, cross-border e-commerce online retail has ushered in an unprecedented positive growth. Behind the market outbreak, Xu Chunyi, director of training of Xichuang Technology Products, also reminded sellers to observe the expected growth rate of online retail e-commerce that may slow down this year, and pay attention to various year-end promotions in the second half of the year to catch up with the consumption boom.
The epidemic has spawned four new consumer behaviors
Undoubtedly, this year's epidemic has boosted the sales of cross-border e-commerce. Taking the US market as an example, Global-e survey data shows that the growth rate of cross-border e-commerce sales in the US in May 2020 will reach 42% year on year, and the growth in the coming months will also be considerable.
Based on the impact of buyers' purchase channels and consumption habits transferred to online, buyers' insight into consumption behavior has correspondingly changed. Xu Chunyi pointed out that 80% of American consumers are trying new consumption habits, of which the top four types of consumption behaviors mainly include: trying to use new consumption channels; Try to buy different brands; Try to purchase from different businesses, platforms and websites; Try to consume different independent brands.
For example, when the number of newly confirmed cases in the United States increased in July, Americans' willingness to buy goods online increased by more than 10% compared with that before the epidemic. The commodities with the largest increase in online sales were: OTC drugs, with a year-on-year increase of 44%; Personal care products ranked second with an increase of 41%; Daily necessities such as paper towels increased by 38% year on year; The sales growth of furniture products is consistent with that of daily necessities. In addition, other goods with high purchase intention that American buyers are willing to cut their hands mainly include home entertainment, 3C digital, newspapers, magazines, books and clothing.
In view of the favorable online growth in the post epidemic era, Xu Chunyi suggested that sellers should follow the new trend of American consumption and formulate targeted product and marketing plans, such as new product trials, new channel development, etc. At the same time, after the epidemic enters the new normal, whether the sales plan can be reasonably arranged becomes the key to the seller's profitability.
Hot sale potential, big analysis of category data in 2020 peak season
As the cross-border year-end peak season is approaching, whoever can understand the market demand first will be able to take the lead in the market sales on holidays. In this regard, Xu Chunyi, based on the data observation of Xichuang Technology, provides the following suggestions for sellers to choose products in peak season:
1. Clothing: the demand for clothing/fashion items will increase
Affected by the travel ban and home observation order caused by the epidemic, consumers in many countries are unable to buy clothes in offline physical stores; In view of this special situation, overseas buyers rely on online shopping. Therefore, it can be predicted that the demand for clothing/fashion items will increase in the future market.
As far as the clothing category is concerned, the trend of American consumers' purchase of commodity categories is very obvious due to the epidemic. While the search volume of most segmentation products is declining, the search hits of slippers, underwear and formal wear are growing against the trend.
Similarly, the search volume of French consumers for ordinary clothes, sportswear and pants also increased during the epidemic.
The search focus of Italian buyers is different from the former. The products whose search volume has increased significantly are mainly accessories and underwear.
2. Electronic equipment: high demand for peripheral equipment/electronic equipment
Home observation triggered the "home economy" as well as the trend of home office. Globally, more and more users use electronic devices to maintain business activities or handle personal affairs.
Compared with consumer electronics, the click rate of computer related products in the U.S. market has increased more, such as computer manufacturing, computer consulting, computer accessories and other peripheral products.
In addition, the click through rate of computer hardware, laptop computer and tablet is also on the rise.
3. Home gardening: gardening products/gardening equipment
Restricted outdoor activities have led more people to switch to indoor gardening. Consumers are willing to spend more time at home and in the garden than before. Horticultural products/gardening equipment are the consumers of such buyers.
The growth of home gardening in the US market is mainly due to the "home" factor and seasonal factors. The search volume of kitchen appliances, gardening tools and other products has soared.
The three popular categories of home gardening mainly include:
1) Domestic tables and chairs: European and American people have high requirements for quality of life, and online shopping just reduces their restrictions on shopping for large items; It is suggested that the seller's product assembly instructions should be as detailed as possible to avoid the buyer's high installation costs; Product design needs to take into account the body shape and structure of European and American people;
2) Storage supplies: The product is easy to disassemble and assemble, and the movable storage products are more popular with buyers all over the world; Easy to clean, the height of the product can be adjusted by itself, and the shelf can be moved; In addition, innovative new products are also popular with buyers;
3) Lighting supplies: Most of Europe and America are independent courtyards, so there is a great demand for courtyard induction lights and flashlights; With the extension of home and office hours, the demand for small lamps such as desk lamps also increases; Most regions in Europe and the United States have expensive electricity prices, and sellers need to focus on energy-saving products; Similarly, the introduction of new products/functions, such as LED display and other innovative products, will attract more consumers to buy.
(By Zhong Yunlian on Hugo. com)
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