The operation (sales) management link can be said to be the core department of cross-border e-commerce. The difference between the cross-border e-commerce industry and the traditional industry in sales is that the traditional industry relies on salesmen to expand customers offline one by one, and the customers that can be reached are limited; while the cross-border e-commerce industry mainly relies on product selection and operation, and the platform can reach global customer resources. As long as the product selection is correct and the operation is done well, the company’s products will not worry about selling.
Amazon operation positions need to do a good job in order statistics and analysis, logistics tracking, advertising, inventory statistics, after-sales processing and other work. In the operation (sales) link, the standard of “good” can be divided into doing a good job in platform sales data statistics and analysis, advertising effect monitoring, store inventory replenishment plan, store performance management and other work.
Platform sales statistics and analysis: All economic activities of an enterprise start with business, and the front-end business data is very important for the decision-making of the enterprise management. Taking the Amazon platform operation (sales) staff as an example, the operation (sales) staff needs to monitor the store sales in real time, analyze the store sales and which products sell well and which products sell not so well, and compile sales analysis reports, user portraits, new product launch forecast reports, etc. based on historical sales data and give them to the (operation) sales manager; the sales plan will be given to the production department for production arrangement after approval by the superior, and the production department will give it to the procurement department for material procurement. After collecting the feedback from consumers in the front-end market, the operation staff can also give it to the R&D staff at the same time. The R&D staff can better improve the company’s products based on user needs and design products that make customers more satisfied based on market feedback.
Monitoring the effect of advertising: Advertising expenditure in marketing has always been the largest expense of enterprises. After a large amount of money is spent, has it achieved the expected effect? This requires real-time monitoring and comparative analysis by the operation (sales) staff. The main thing to look at when investing in advertising expenditure is the conversion rate. The advertising conversion rate refers to the proportion of advertising clicks converted into sales. Generally speaking, the Amazon advertising conversion rate of 7% to 10% is a relatively comprehensive indicator. If it is a 3C type, the conversion rate will be higher. If the index is lower than the comprehensive range, we need to analyze where the problem is and consider whether the advertising strategy needs to be adjusted.
Store inventory replenishment plan: Amazon inventory management is related to store sales. If it is out of stock, it will not only affect sales, but also store performance indicators. In addition, the logistics time of transporting goods from China to FBA overseas warehouses (third-party overseas warehouses) is relatively long, and the logistics procedures are also cumbersome, which is not as convenient as the single-line operation of domestic logistics. More urgent goods can be shipped by air, but the logistics cost of air transportation is relatively expensive. The price of air transportation is about four times the price of fast sea transportation and about ten times the price of slow sea transportation. If you can make a good inventory replenishment plan, you can choose cheaper sea transportation, and you don’t have to rush to choose more expensive air transportation, so it is really important to make a good overseas warehouse inventory replenishment plan. As an Amazon operation (sales) staff, you must be aware of the store’s salable inventory, in-transit inventory, and domestic warehouse inventory data to avoid out-of-stock situations; choose sea transportation as much as possible when there is plenty of time. Reducing logistics costs is equivalent to increasing profits.
Store performance management: Amazon operations (sales) personnel also need to pay attention to the store’s performance indicators. The level of store performance indicators not only affects sales, but failure to meet the indicators may even result in the store being closed.