Whether it is online or offline, attracting customers and increasing transaction volume is the foundation of retail. The marketing of imported cross-border e-commerce is very close to the “method” of domestic e-commerce. Of course, the methodology is also the same as that of export cross-border e-commerce marketing. The specific operations are slightly different. At present, the “regular army” of domestic cross-border e-commerce is increasingly mature in terms of business model, platform operation and logistics distribution. Marketing has become the most “visible” competition. Marketing measures are valuable in being fast, accurate and ruthless, with broad impact and long aftertaste. Otherwise it is easy to imitate.
One is social media. In the era of mobile Internet, the vertical segmentation of people, the mutual influence and connections between people have been amplified, and it is necessary to use the characteristics of strong social attributes to introduce consumption scenarios. The real-time interaction between e-commerce and fans and the fan economy have become a consensus and are closer to precision marketing.
SNS platforms such as WeChat and Weibo have made online traffic more fragmented, but traffic and influence resources such as celebrities, Internet celebrities, influencers, big Vs, and KOLs may trigger spread at any time Effect, and become a powerful and long-term off-site traffic drainage. The diversification of shopping scenes also means the diversification of marketing scenes, but attention must be paid to the focus.
The second is mobility. Mobile shopping is no longer a trend. Even now, the proportion of mobile cross-border online shopping exceeds 80%. The pattern of large-scale traffic gathering in the PC era has undergone new changes in the mobile e-commerce era. Taobao VR virtual shopping, Boromia’s mobile video interaction, and Yangquan’s buyer live broadcast have all exploded in China through immersive overseas experiences.
Mobile cross-border e-commerce import is an important point of development, and even a place where it can overtake. Although cross-border e-commerce APPs are small in size, they are at the forefront of the market. Higo is opened an average of 24 times per person per week, and Xiaohongshu is opened an average of 22 times. 100% of Xiaohongshu’s orders come from mobile devices, and mobile users are very sticky.
The third is verticalization. Regional vertical, category vertical, and crowd vertical specialization are the only options that cannot make it big enough to become strong. Countries with higher cross-border online shopping transaction frequency indexes for Chinese consumers are driven by cross-border e-commerce platforms that are keen to launch national pavilions. As product selection becomes more dispersed and non-standard, the target countries/regions for overseas online shopping are becoming more popular. to disperse.
The domestic consumer population is extending from first-tier cities to second-tier and third-tier cities, and consumers in lower-tier cities have fewer channels to understand foreign brands. This is undoubtedly a good opportunity for imported e-commerce, NetEase Kaola According to the data, the overseas shopping consumption share of users in second- and third-tier cities accounts for 64%, which has exceeded the 30% share of users in first-tier cities and has become the main force of overseas shopping.” The availability of consumption in third- and fourth-tier cities is even weaker, showing With huge consumption energy, large supermarkets with imported goods have become the offline market of cross-border e-commerce B2C.
Fourth is service. Usually, promotion and discounts have become the core work of e-commerce operations. Merchants prefer to use SEO, online advertising and other promotion marketing, use coupons, exclusive red envelopes, etc. to attract users to register or download the APP and then register through phone numbers, binding members to facilitate later SMS marketing, but single price war marketing is difficult for maintenance. It is difficult for customers to continue. Services such as trendy product broadcasts, global direct supply, and worry-free after-sales must be used as marketing selling points to impress customers.
For example, Amazon’s marketing appeals to customers. It boasts: pure overseas shopping, real-time international prices, timely cross-border arrival, and localized services, making full use of its global product procurement and distribution network advantages. Most platforms support unconditional returns in the short term, but after paying taxes, the return threshold is too high. Most of them are internally digested by e-commerce companies and cannot be re-sold, and they must beware of buyers “swapping authentic products”
The fifth is the momentum-building strategy of e-commerce companies, which covers far more than traditional channels to create an atmosphere or marketing. Events are better at publicizing to the largest audience. Large-scale online shopping festivals have affected the entire retail and logistics industry.
The so-called cross-border imports sell foreign goods. Naturally, the introduction of “foreign festivals” is inevitable, following the “double”. After November 11, “Black Friday”, “Thanksgiving”, “Christmas”, etc. have all been targeted by everyone. During this peak season, there are big promotions and opportunities to grab users. The customer acquisition cost of competing with the giants for traffic is increasing day by day, so it is necessary to design Different category proportions, price ranges, three levels of popular items, traffic-drawing items, and profit items, and unsold items are cleared in a timely manner