Traditional enterprises need to solve the problem of platform selection when transforming into cross-border e-commerce. Among the three major cross-border e-commerce platforms, AliExpress has developed rapidly, but it is increasingly trapped in a vicious state of price war; although eBay has lost some market share to Amazon in the past two years, it has always maintained a strong position; Amazon has a relatively high threshold, but its advantages in brand precipitation have attracted more and more sellers.
In layman’s terms, the core issue and appeal of traditional enterprises when choosing a cross-border e-commerce platform is: which platform can allow sellers to obtain long-term and stable income. At the same time, the self-positioning of traditional enterprises also affects the choice of platform. For example, if an enterprise is only satisfied with reselling goods, purchasing products from the wholesale market and then reselling them through cross-border e-commerce to earn the difference, then eBay and AliExpress are both good choices.
However, if traditional enterprises want to deepen their cross-border e-commerce field, and hope to deeply layout the cross-border e-commerce market with excellent product quality, market and product segmentation, and then achieve product precipitation and brand building, then Amazon is a better choice. This is mainly because Amazon’s unique operating mechanism and philosophy are more conducive to the precipitation of enterprises’ products: including the continuous precipitation of product functions, user demand satisfaction and product design, as well as the precipitation of “from trademark to brand”.
Specifically, there is a very important content in the Amazon platform ecosystem, namely the user comments on the product page. These comments are real feedback from users on the product, including pictures, videos, user experience and other diversified information. This information can not only provide useful references for users who want to buy the product, but also enable sellers to obtain product usage information, thereby providing direction guidance for optimizing marketing methods. For example, the American C&A Marketing company mentioned above has used the product review function on the Amazon platform to achieve more targeted and precise marketing. In addition, Amazon strictly protects and strongly supports its own brand products. With more and more participants in the cross-border e-commerce market, homogeneous competition has become a development pain point for many cross-border e-commerce sellers. Registering foreign trademarks is conducive to merchants avoiding homogeneous competition of products. Therefore, for traditional enterprises that are transforming into cross-border e-commerce, entering the Amazon platform with trademarked, high-quality, and marketable products will help them gain strong support from Amazon and achieve smooth growth. Through the accumulation of these trademarked high-quality products, they can build a good reputation for the company and achieve brand accumulation.