For entrepreneurs who are cross-border e-commerce, the upcoming peak sales season will definitely affect the overall revenue of the whole year! So in peak season marketing, what are the key elements that we must pay attention to?

First, the flexibility of replenishment

There must be multiple channels. For example, you can consider the combination of sea, land and air, as well as the way of multi-service providers for replenishment. Because we cannot guarantee that the goods of a single channel will not be stuck in a certain link. If the same batch of goods is sent through the same channel, once it is stuck, it will lead to out of stock, so we must spread the goods as much as possible to reduce the risk.

At the same time, it is also possible to combine overseas warehouses and FBA for delivery. In the case of very severe inventory constraints, if we rely on FBA only, the probability of inventory out-of-stock is also high. In addition, you can also predict the sales situation in the next peak season in advance. If it is not very optimistic, it is recommended that you be conservative when replenishing goods, otherwise there may be a large amount of goods in your hands after the peak season, which is very uncomfortable. .

Second, the coexistence of profit and flow

There must be enough styles in our store. For some products, we do not pursue the order volume. The number of orders per day may be a few or a dozen orders, but there must be enough such products.

The distinguishing feature of these products is that it must be very profitable. In fact, there are both drainage and profit funds in the same store. This logic applies not only to Amazon, but also to any other platform.

Third, the verticalization of products

In recent years, Amazon has paid more and more attention to brands, which requires us to pay attention to the characteristics of specialization and verticalization when building our own stores and selecting product line layouts.

If your store is selling all kinds of messy products at the same time, it does not have the characteristics of specialization and verticalization, it is just like a grocery store, and it is obviously difficult to retain old customers. It is very likely that after a year or two, it will still be the same size.

Fourth, improve the promotion ability

All sellers are staring at the second half of the year, so advertising costs (customer acquisition costs) in the second half of the year will definitely rise. If your advertising promotion ability is still at the level of only opening an automatic advertisement and then disregarding it, then it will be a normal event for your advertising acos to explode in the second half of the year.

We must continue to learn, constantly improve our advertising capabilities, and try to avoid the delivery of those invalid traffic as much as possible - these traffic will only waste the budget, but will not bring us output. For this part of the traffic with very good conversions or clicks, we must firmly grasp it and increase the market share of this part of the traffic.

In this regard, you can use the search term display share report released by Amazon in the first half of the year to do detailed data analysis, and finally eliminate the traffic that has no output, and then reduce the traffic with a very high output but a low market share. increased bids to capture more market share.

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