Cross-border e-commerce traffic channel analysis and distribution of popular category industry zones

In the field of cross-border e-commerce, understanding the channel distribution of traffic is crucial to formulating effective marketing strategies. This article will conduct a comprehensive discussion based on the traffic channel analysis method and the distribution of industrial zones of popular categories.

1. Traffic channel analysis

1. Clear traffic channel analysis thinking

First of all, it is necessary to clarify the analysis thinking of traffic channels. By analyzing the proportion of visitors in traffic channels, we can understand the traffic channel structure and find the largest traffic channel.

2. Analysis method

Use the dimension-added method to extend downward and split from the overall traffic channel to find the sub-traffic channels contained in store traffic. Use the comparison method to find the traffic channel with the largest proportion of visitors.

3. Detailed explanation of indicators

• Dimension-increasing method: Used to add information when there are too few indicators. It is mainly based on the logical relationship between indicators or measurement values ​​to derive new indicators for analysis.
• Number of visitors: The number of people who visited the store page or product details page within the statistical period.

4. Practical cases

Take the traffic and number of visitors in each channel of a certain store from April 1, 2020 to April 7, 2020, as an example. Use the “Pivot Table” function of Excel to filter the data and visualize the data through charts. The specific steps are as follows:

1. Open data source: Select table data and insert a pivot table.
2. Import PivotTable: Drag the “Source of visitors” field into the “Row” label box, drag the “Number of visitors” field into the “Value” label box, and set the “Value display mode” ” is the “summation term”.
3. Insert Chart: Select “Recommended Charts” in the “Insert” tab and select the “Pie Chart” option.
4. Chart optimization: Modify the title of the chart to “Proportion of visitors by traffic channel”, add data labels, and adjust label options.

Through the above steps, it was finally concluded that the main traffic channel of the store is “Paid traffic” (paid channel), accounting for 75% of the total number of visitors to the entire store traffic channel.

2. Industrial zone distribution of popular categories

Understanding the industrial distribution of popular categories can help cross-border e-commerce companies better choose supply chains and optimize costs. The following is the distribution of industrial belts of some popular categories:

1. Luggage industry belt

• Hebei Baigou: “The Luggage Capital of China”, with lower product quality and lower prices.
• Shiling, Guangdong: “The capital of leather goods in China”, with high quality, comprehensive categories and complete industrial chain.

2. Lamps Industry Belt

• Zhongshan, Guangdong: “China’s lighting production base”, with a large scale and a complete industrial chain.
• Liangnong, Zhejiang: “The Hometown of Lamps in China”.

3. Pet food industry belt

• Hebei Nanhe: “The Hometown of Pet Food in China”. In 2019, there were 40 pet food companies with more than 330 brands and an annual production and sales of 650,000 tons.

4. Swimwear Industry Belt

• Xingcheng, Liaoning: The main swimwear production base in China, with products sold to more than 20 countries and regions.

5. Guitar Industry Belt

• Huiyang, Guangdong: “The Capital of Guitar Industry in China”.
• Guizhou Zheng’an: “The Hometown of Guitar Manufacturing in China”.
• Fujian Xiangcheng: “China’s third largest guitar production base”.
• Shandong Shangdong: “Guitar Town”.

6. Home appliance industry belt

• Hefei, Anhui: “China’s home appliance industry base”.

7. Toy Industry Belt

• Chenghai, Guangdong, Anhai, Fujian, and Shanghai: collectively known as the “Three Seas”, they are the three major toy production bases in China.

8. Eyewear Industry Belt

• Danyang, Jiangxi, Ouhai, Zhejiang, and Yingtan, Jiangxi: are all lens production bases.

9. Home textile and home decoration industry belt

• Nantong, Jiangsu: Rich in home textiles.
• Shaoxing, Zhejiang: Rich in curtains.
• Yiwu, Zhejiang: rich in home furnishings.
• Tianjin: Rich in carpets.
• Gaoyang, Hebei Province: Rich in towels.

10. Wig Industry Belt

• Xuchang, Henan: One of the “wig production bases in China”.

11. Mask Industry Belt

• Henan Changyuan, Hubei Xiantao, Zhejiang Shaoxing, Shandong Zibo: are all called “China The Land of Masks.”

12. Sports shoe industry belt

• Jinjiang, Fujian: “China’s sports shoe production base”, with complete products, advanced equipment and a complete industrial chain.

13. Women’s Shoes Industry Belt

• Wuhou, Sichuan: “The Capital of Women’s Shoes in China”.
• Huizhou, Guangdong, Dongguan, Guangdong, Wenzhou, Zhejiang, and Chongqing: are all “China’s women’s shoe production bases” “.

14. Clothing Industry Belt

• Women’s clothing production base: Guangzhou, Humen, Shenzhen, Guangdong; Hangzhou, Zhejiang.
• Men’s clothing production base: Ningbo, Zhejiang, Shishi, Fujian.
• Shirt production base: Puning, Guangdong, Dachen, Zhejiang.

15. Socks Industry Belt

• Zhejiang Datang: One of the “China Socks Production Bases”.
• Liaoyuan, Jilin: “The largest cotton socks production base in the country”.

16. Makeup brush industry belt

• Luyi, Henan, Cangzhou, Hebei: both are “the hometown of makeup brushes in China”.

Through the above analysis, we can see the distribution of industrial belts in different categories, which has important guiding significance for cross-border e-commerce companies in supply chain management and market expansion.

Summary

When conducting traffic channel analysis, cross-border e-commerce companies should start from the overall traffic channel and find the largest traffic channel through the dimension-added method and the comparison method. At the same time, when choosing a supply chain and optimizing costs, it is equally important to understand the distribution of industrial zones in popular categories. We hope that the content of this article can provide valuable reference for cross-border e-commerce companies.