Since the outbreak, cross-border e-commerce has bucked the trend, brought new momentum to China's import and export trade, and attracted countless "cross-border people" to join it. According to the latest data from the General Administration of customs, the total import and export volume of China's cross-border e-commerce reached 1.98 trillion yuan in 2021, an increase of 15% compared with the same period last year.
However, compared with the brutal growth in 2020, 2021 in the twists and turns such as the "title tide" of the platform and the soaring sea freight has put forward a higher test for the majority of cross-border sellers. Air freight
With the advent of 2022, what are the cross-border e-commerce trends worthy of attention in the rapidly changing industry environment?
01 independent station or become a new growth pole of cross-border E-commerce
In 2021, Chinese sellers experienced an unprecedented "title wave" of Amazon. More than 3000 Chinese sellers' stores were closed overnight, pushing the independent station to the wind again.
The concept of "cross-border e-commerce" has been developed for nearly 20 years, which is not new. In the stage when the third-party platform has not yet sprung up, if domestic sellers want to export, only independent stations can choose. At that time, independent stations were only used as a trade carrier, and they were generally developed with code, which was relatively simple and crude. The threshold for sellers is high and the user experience is poor.
With the continuous expansion of cross-border e-commerce market, some SaaS station building platforms began to develop. The burst of social media traffic in 2018 brought a new wave of traffic to the independent station. So far, the independent station has entered a period of rapid development.
Objectively speaking, independent stations have the following advantages:
1.Not subject to the rules of the platform and take the initiative.
This large-scale Title wave has alerted cross-border sellers: it is definitely not suitable for long-term development because it has been restricted by the platform. Without price comparison and recommendation, the independent station is your own. All contents in the station are built and typeset through your operation. All products in the station are products you operate. Customers enter the station, either buy or go. It will not lead to customer loss due to recommending similar products. At the same time, it will reduce customer selection and increase transaction rate.
2. It is conducive to data precipitation and improve flow utilization.
Because the independent station itself belongs to itself, we can get the data of all customers, realize that the customer data is really held by our own audience, and ensure the data security, especially the user portrait, conversion rate, jump out rate and other data of consumers, which are very conducive to the seller to study the target group corresponding to the product, and assist the seller in selecting products Marketing and advertising, accumulate their own private traffic and enhance consumer stickiness.
3. It is more suitable for brand packaging and improve product premium.
The independent station is an important carrier to tell the brand story well. When the brand construction is solid, the cost will become very low. The longer your brand is built, the less money you need to spend. If the subscribers accumulate to a certain extent, the repurchase brought by e-mail marketing will be considerable. For these users, you don't need to do any promotion, Can generate a steady stream of orders.
More and more sellers see the long-term dividends that the establishment of independent stations can bring to products. Then, coupled with the fact that the domestic industrial chain is in the stage of transformation and upgrading, the independent station mode is an inevitable development trend in the future, which has become a consensus. Air freight
02 tiktok seizes new heights of traffic
Traffic is the top priority for independent stations. Every change in traffic form and traffic structure can breed a group of new independent station players, and those who seize the new traffic dividend can often stand out.
From low-cost marketing of SEO and EDM to SEM, to the rise of social media traffic Facebook and instagram, followed by regional traffic dividends. The current traffic dividend in 2022 belongs to private domain traffic and tiktok. The core source of independent station traffic is content and social networking.
Tiktok, as the only independent station traffic source that may be outside the traffic system of Google and Facebook in the past decade, may create new independent station opportunities in the future.
At present, the following hot spots in tiktok's development are worth grasping:
1. Short video diversion
TikTok is like the jitter of two years ago. Users are growing faster and creators are less. The monthly tiktok has been 1 billion +, and the average monthly stay time is 19.6 hours. For cross-border sellers, Tik tok is a treasure land of traffic, and cross-border e-commerce is now developing in the direction of independent station. Therefore, the earlier sellers enter this track, the earlier they enjoy huge market dividends. As long as there are products, they can be realized directly by using tiktok channels.
2. Tiktok shopping e-commerce store
Tiktok launched the e-commerce product tiktok shopping in September 2021. The creator can add a shopping tag to his tiktok profile. Consumers can browse products without leaving tiktok and easily navigate to the creator's own online store for checkout.
In fact, both small yellow cars and small stores can accelerate the commercialization of tiktok and make foreigners have faster access to tiktok e-commerce functions. After all, tiktok's global downloads have exceeded 3 billion times, and the number of monthly live users in the United States has already exceeded 100 million.
3. Tiktok live broadcast
Tiktok live broadcast also brings more opportunities for brands and cross-border sellers to sell goods. For example, Balmain, a French fashion brand, displayed products through tiktok, made a trailer, published it on his personal data, and created a topic label called #balmainfw21. This topic has attracted more than 20 million views and achieved great success, More than 23 million sponsored advertisements were viewed, more than 11 million trailers were viewed, and more than 250000 people watched the live broadcast.
03 private domain traffic precipitation has become an important business growth point
Private domain traffic is different from search engines, social media and other aggregation traffic centers. It is a traffic pool that businesses reach repeatedly by themselves. Private domain traffic can help businesses carry out more than two links, touch, sales and other marketing activities to consumers.
When we advertise or promote content on Facebook, Google, instagram, youtube and tiktok, these traffic are collectively referred to as public domain traffic. When we get these traffic, if the sellers can keep them for a long time and settle down, it is the private domain traffic of independent stations.
Just like a friend of mine who runs Facebook social media, he has accumulated 30000 fans, with an average of 200 orders a day, of which nearly 40% comes from private domain traffic. Air freight
In the process of making an independent station, we should guide the customers who have already made a deal to their own social private domain and do in-depth operation, so as to realize re purchase and re introduction. For the customers who have not made a deal, we should guide them to the social private domain to promote the conversion of transactions and avoid the high cost of secondary drainage. The independent station SaaS software service provider just meets the industry needs mentioned above.
As the saying goes, "the direction is wrong and efforts are in vain", when laying out their 2022 strategy, sellers should also understand the development of the overall environment, grasp the growth point that can make cross-border business get twice the result with half the effort, and take advantage of the situation to make the sea journey more smooth and easier!
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