Omni-channel operation represents the idea of cross-border e-commerce and is the only way for cross-border e-commerce. It does not ask you to do everything, but asks you to pay attention to all methods without prejudice. Find a path that suits you according to the actual situation. There are only three major categories of cross-border e-commerce channels.
Third-party platform: Typical representatives are AliExpress, eBay, Amazon, Lotte, etc. The advantages and disadvantages are clear at a glance; it should be mentioned here that, just like China has Taobao and JD.com, or Maibaobao, there are still many e-commerce platforms overseas that are not open and international enough, but the positioning of these e-commerce platforms may just be right for your category, and the cost is relatively low, which may be a better choice for you, such as Newegg, Ebags, etoys, etc. It is recommended that newcomers start with such channels.
Distribution: Everyone can understand this, and it is actually a way. Because for domestic and foreign trade factories to transform into cross-border e-commerce, this is not a tactical adjustment, but a strategic adjustment. E-commerce sales are just one of the difficult aspects. When the supply chain changes from OEM production to batch production to e-commerce retail, especially when the order volume is small at the beginning, the factory will still encounter many obstacles. At this time, it is better to transform in small steps, first try to supply large cross-border e-commerce sellers, overseas retail terminals or overseas e-commerce sellers, get used to the ordering method of e-commerce, and give yourself space for strategic transformation, which may be more stable. For example, Lenovo mobile phones, ZTE mobile phones, and ViewSonic monitors are sold cross-border in this way in many countries.
Self-built mall: For practitioners who have a brand dream, self-built mall has become a must. The platform has many changing rules due to various considerations, and it is difficult for foreign trade factories to keep up with the pace; distribution is just a small step forward on the original basis, and the only way is to build a platform.
Choose the right channel or channel combination, considering the following aspects.
(1) Market positioning: You know the materials and brand positioning of your product best. Only when you know the positioning clearly can you find the right channel. Relatively speaking, AliExpress is still in a rapid growth stage and focuses on emerging markets (the road of rural areas surrounding cities), so it is positioned at the low end. At the same time, due to historical reasons, it has a lot of small orders; eBay is a market model, so it mainly focuses on the low-end consumer market in Europe and the United States; Amazon is currently the market sharer of the high-end e-commerce market in Europe and the United States due to its well-known service. As for self-built platforms, it is your platform and you are the boss. You can do whatever you want.
(2) Marketing strategy: Basically, the marketing strategy is based on market positioning, your financial strength and short-term expectations.
(3) Supporting services: Logistics solutions, payment methods in the target country, service requirements of the corresponding channels, etc., sometimes become important considerations for you to choose a channel. For example, musical instruments are large and have a low turnover rate, so forcibly using Amazon’s FBA may not be a wise choice. However, this category has high prices, high profits, slow product updates and seasonality, and is suitable for community marketing. In this case, building your own website is a good choice. If you position it in the middle and high end, and then sell products on Amazon as a channel combination, it will be even better.
(4) Talent factor: Many times, when the plan is complete and ambitious, you suddenly find that the team does not have the corresponding talent, and team building also takes time. Unless you are ready to outsource, it may be that the members of the team are familiar with a certain channel, so they will tailor it to that channel, start operating it first, and gain experience. Then, slowly build the team needed for the most appropriate channel combination.
Of course, when companies make actual decisions, the situation varies and should be determined based on actual conditions.