In the current situation of increasingly fierce competition in cross-border e-commerce, many sellers who want to open stores on the AliExpress platform are often troubled by store positioning and product selection issues. They don’t know how to position the store and what products to sell in order to gain a foothold in the fiercely competitive cross-border e-commerce market.
In fact, at the Yiwu Summit of the “China Good Seller” Support Plan jointly hosted by AliExpress and the Yiwu Municipal Government in May 2015, AliExpress proposed to build a Chinese “quality manufacturing” brand, that is, to pay more attention to the level of “quality” rather than “quantity”. As buyers increasingly favor “small and beautiful” high-quality products, creating a unique “small and beautiful” store is obviously the best choice for sellers on the AliExpress platform.
Store operation strategy of the AliExpress platform:
Compared with the previous “big and complete” demands, users in the mobile Internet era prefer “small and beautiful” products that are flexible and agile and meet the needs of fragmented and rapidly changing scenarios. “Small” means simple and light, which meets the demand for simple and fast Internet consumption; “beautiful” means professional, delicate and high-quality, which meets people’s demand for the experience of high-quality products.
Under the new normal, “small and beautiful” is increasingly becoming an important magic weapon for merchants to acquire and retain users, and it is also the best way for any store or company to expand and strengthen its brand. Specifically, the mainstream operating strategies of “small and beautiful” stores include:
(1) Price card: Product price is still an important issue that buyers pay attention to, so using price as a starting point to attract customers is a common and effective way. AliExpress sellers can attract customers through a low-price policy, such as creating traffic-generating and profit-making products.
(2) Professional card: That is, win the recognition and favor of customers through high-quality professional services and establish a trusting relationship with customers. For example, sellers can make full use of the store page on the AliExpress platform to show customers their professional level in the corresponding field.
(3) Feature card: Choose distinctive products to enter the market, deeply explore and create store features, so that customers with related product needs can first think of their own store, and deeply stimulate customers’ desire to buy through featured products.
(4) Additional branding: This means increasing the variety of goods, beautifying the store, providing gifts, optimizing services, etc., so that consumers feel that the products or services are of higher value than those of other stores, forming a difference and contrast, so that customers remember their store and are willing to continue to buy in the store.