Revelation of cross-border e-commerce product competitiveness and operational capabilities

With the rapid development of globalization, cross-border e-commerce has become the choice of more and more companies to expand international markets. However, to succeed in the field of cross-border e-commerce, it is not only necessary to identify and convey product competitiveness, but also to master a series of operational capabilities.

The importance of product competitiveness

Product competitiveness can be understood as: when buyers compare our products with peer products, whether our products have advantages. Product competitiveness is very important to cross-border e-commerce companies. “Seven points are products, three points are operations” and “good products speak for themselves”, which fully illustrates merchants’ pursuit of product competitiveness. The important task of cross-border e-commerce marketing is to convey product competitiveness to customers.

Convey product competitiveness on the search results page

When buyers search for keywords or products, they can immediately see product information from different sellers on the web page, making it very easy to compare similar products. For example, when searching for scarf on Alibaba International Station, there are a total of 100,166 search results. You can see product pictures, product titles, product prices, product minimum order quantities, company information, company timely response rates, company buyer reviews, etc. of different merchants. . These are all factors that affect product competitiveness. Among them, product price and product minimum order quantity are the first priority influencing factors for Alibaba International Station. Therefore, before releasing a product, you need to analyze and compare peer products to set competitive parameter information for your own products.

Convey product competitiveness on the product details page

After buyers find products they are interested in on the search results page, they will click to enter the product details page to obtain more product and business information. The details page is mainly composed of text, pictures, tables, etc., and can also have videos.

• Arouse customers’ interest in browsing: Don’t let customers close the web page directly before starting to look at product details, that is, you must reduce the bounce rate of website pages. There are three common presentation methods: visually presenting the selling points of the product or company; displaying the company’s best-selling products or product categories; displaying product reviews or buyer shows.
• Meet the potential needs of visitors: By introducing effective product information in detail, including product parameters, product pictures, product details, product usage scenarios, product certificates, etc., as well as related product recommendations, let buyers Can continuously select products on the website to meet their purchasing needs.
• Win the trust of visitors when placing orders: This part focuses on presenting the company’s strength, including company advantages, company pictures, product production processes, exhibition information, team introduction, company certification, customer feedback, etc. For Type B buyers, in addition to caring about product information, sometimes they also care more about the strength of the merchant.
• Provide incentives for placing orders to encourage customers to make decisions: Intersperse some details throughout the details page to guide customers to contact the merchant immediately, such as receiving coupons, obtaining product catalogs, etc.

Operation capability revealed

International market analysis capabilities

Understanding the consumer trends, market size, competition, etc. in different countries and regions is an important foundation for successfully conducting international business. Through market research and analysis, companies can understand the differences in consumer needs, formulate corresponding marketing strategies, and improve the market competitiveness of their products.

Supply chain management capabilities

Be familiar with international trade processes and related laws and policies, and effectively manage suppliers, logistics, customs and other links to ensure product quality and timely delivery. An efficient supply chain system can help companies reduce costs, improve operational efficiency, and enhance their competitiveness.

Cross-cultural communication skills

Have good foreign language communication skills and cross-cultural communication skills, and be able to communicate and cooperate effectively with partners and customers from various countries to avoid language and cultural misunderstandings and establish good business relationships. This is crucial to expand international markets and improve customer satisfaction.

Marketing planning capabilities

Formulating differentiated marketing strategies, including product positioning, pricing, promotion, etc., according to the needs of consumers in different countries and regions, can bring greater market share to enterprises. At the same time, compared with the domestic market, overseas markets are more complex and diverse, so companies need to formulate marketing strategies more accurately and flexibly to achieve success.

E-commerce platform operation capabilities

Be familiar with the rules and operating procedures of major e-commerce platforms, understand promotion techniques and data analysis methods, and be able to optimize store pages, increase product exposure and sales conversion rate. At the same time, by building a corporate brand image and creating a good user experience, companies can attract more consumers and enhance customer loyalty, which is also crucial to their future sustainable development.

After-sales service capabilities

Establishing a complete after-sales service system, including return and exchange policies, customer service training and complaint handling, can improve customer satisfaction and loyalty. Good after-sales service can help enterprises win reputation among users, increase repurchase rates, and lay a good foundation for the sustainable development of enterprises.

In short, in addition to the capabilities introduced above, there are actually many capabilities required for cross-border e-commerce operations. I will not describe them one by one here. More of them still require everyone’s actual operations in the later stage. Explore and summarize on your own during the process. After all, no matter when, after the actual operation, everyone can truly feel the improvement of the capabilities required for cross-border e-commerce operations and the continuous exploration of potential.