In recent years, despite the unfavorable factors such as the epidemic, anti-globalization, and geopolitics, cross-border e-commerce has maintained relatively stable growth. This article will compare the two models of “international platform station” and “overseas brand independent station” in cross-border e-commerce, the main differences in the construction and operation process, and share how to make full use of their respective advantages to quickly expand overseas markets.
1. Business model of cross-border platform station
Taking the Amazon platform as an example, the business model of cross-border platform station mainly includes the following aspects:
1. Store registration
Before opening a store, prepare relevant store opening materials, including business license, dual-currency credit card, payment account, email and mobile phone number, etc. Register an online store according to the platform process.
2. Brand trademark registration
Registering a brand trademark on the platform is a key step. The brand effect not only helps to stand out from many products, but also brings additional benefits to subsequent promotion and series of products.
3. Product listing and maintenance
Ensure a certain frequency of new products, and constantly maintain and update product information to maintain a relatively stable flow and conversion rate.
4. Daily operation and maintenance of the store
Involves a series of work such as store risk elimination, handling of negative comments from buyers, viewing of sales data, data analysis, advertising, inventory management, etc.
2. Business model of overseas independent stations
Under the DTC business model, building an overseas independent station of their own brand is the choice of more and more merchants. The business model includes the following steps:
1. System installation and deployment
Adopting an open source independent station system, a separate installation and deployment is required. Prepare the server, domain name and other facilities to ensure that the independent station can be successfully launched.
2. Construction and decoration of the mall
Involves the configuration and debugging of the mall style, product menu, checkout page, and logistics interface to provide customers with a better shopping experience and ensure smooth and fast order completion.
3. Promotion and diversion
Since the independent station lacks natural traffic, it is necessary to divert customers to the station through a third-party platform to complete the transaction. Convert traffic into mall visitors through platform stations, streaming media ads, short videos and other means.
4. Daily operation and maintenance
In addition to daily maintenance of the store at the operational level, it is also necessary to pay attention to the maintenance of the website technology level, including mall system upgrades, server expansion, plug-in application updates, bug fixes, etc.
3. How to use their respective advantages to quickly expand overseas markets?
1. Advantages and utilization of platform sites
Traffic advantages: Platform sites have natural traffic, and sellers can increase exposure through reasonable advertising.
Brand recognition: Registering brand trademarks helps to establish brand recognition on the platform.
Low-cost start-up: Compared with building an independent site, the starting cost of a platform site is lower.
2. Advantages and utilization of independent sites
Brand independence: Independent sites help to establish an independent brand image and increase product premium space.
Data autonomy: Sellers with independent sites can independently control data and reduce the risk of information leakage.
Autonomous pricing: Independent sites do not need to be restricted by platform rules, and can be independently priced to increase flexibility.
International platform sites and overseas brand independent sites each have their own advantages. Sellers can choose the appropriate model according to their own situation. In the operation process, it is necessary to carry out refined management according to the characteristics of the model. Make full use of the traffic and brand recognition of the platform site, and at the same time establish an independent brand image on the independent site to gain a larger market share.