Global E-commerce: multi-channel layout and precision marketing help rapid rise

Global.com was founded in 2007, the same year as DX. It is a leading domestic export cross-border retail e-commerce company. It mainly uses a buyout self-operation method to conduct direct sales overseas and promote products made in China. Global E-Commerce is developing rapidly and has established multiple vertical B2C e-commerce platforms, including clothing platform sammydress.com and 3C electronic product platform everbuying.com.

Since its establishment, Global.com’s revenue has grown significantly, reaching RMB 466 million in 2013, a year-on-year increase of 135%. The sales growth rate in the first quarter of 2014 exceeded 100%. At present, Global Tesco has covered more than 200 countries and regions around the world, of which Europe and North America are the most important sales markets. Revenue from these two regions accounts for 80% to 90% of the total revenue.

Global.com has a stable buying group, mainly young people. They have more contact with the Internet and are more receptive to novel purchasing methods. The total number of registered users of Global E-commerce exceeds 6 million, of which Sammydress has more than 2.6 million registered users, Everbuying has 1.2 million registered users, and the actual number of purchasing users has exceeded 2 million. The repeat purchase rate of 43% in 2013 shows the good user stickiness of Global.com, and the average monthly average customer price is also continuing to grow.

Global.com has set up multiple vertical category sales platforms, such as comprehensive clothing, wedding dresses, retro clothing, minority languages, consumer electronics, etc., and has established a vertical category e-commerce system for these categories through self-built platforms. Sammydress and Everbuying are the core platforms. Through precise website positioning, different types of consumer groups can be brought together to achieve precise marketing. In addition, Global.com has also joined forces with third-party platforms such as eBay and Amazon to conduct online B2C sales, which not only increased sales but also expanded user coverage.

Global Tesco has a wide variety of products that can meet the various needs of consumers. As of the first quarter of 2014, Sammydress has 150,000 SKUs and Everbuying has 120,000 SKUs. Combining the duplicate SKUs of the two, the total number of SKUs of Global E-Commerce has reached 210,000. These rich SKUs have enabled Global Tesco to expand rapidly, and the richness of SKUs is also one of the key factors in whether the website can attract consumers to browse for a long time and finally make a purchase.

Global.com’s business model makes full use of the role of data and has formed a unique data-driven precise operation model. Use Facebook, Google and other platforms to obtain data to conduct user behavior analysis and consumer interest positioning, thereby improving advertising efficiency. Global Tesco’s traffic comes from free channels such as natural search, email marketing, and referral traffic, as well as paid channels such as affiliate advertising and online search. Then, through big data analysis, the cost per click (CPC) is continuously reduced. In order to improve marketing accuracy, Global E-Commerce makes full use of emerging marketing methods such as SNS. Data show that in the first quarter of 2014, Global.com ranked among the top foreign trade B2C companies with a conversion rate of 1.66%.

Take Everbuying.com, the 3C electronic goods platform of Global E-Commerce, as an example. Its average daily visits are as high as 100,000. Judging from the traffic composition in June 2014, direct access traffic accounted for 45%, followed closely by social traffic, which quickly increased to 23%. Facebook is a major source of social traffic. This shows that with the development of mobile Internet and the enrichment of social media functions, social platforms have become an important position for cross-border e-commerce, and the emphasis on SNS marketing has also been raised to a new level.