According to data, the export scale of China's cross-border e-commerce has increased tenfold in the past five years. The scale of China's cross-border export e-commerce reached 1.12 trillion yuan in 2020 and is expected to reach 2.95 trillion yuan in 2024. Despite the impact of the Amazon Title wave, it still can not stop the progress of Chinese cross-border e-commerce practitioners.
However, in the second half of the cross-border sea, the sellers no longer fought savagely in the city and began to explore more directions and markets. With the rise of independent stations such as sheen and Anker, the independent station mode of DTC brand to sea has become a new focus of cross-border industry. sea shipping to US
The transformation of cross-border e-commerce formats has become the focus independently
By 2020, the number of independent stations established by Chinese enterprises overseas has reached 200000 and is still expanding. At the same time, DTC Haihai brand had a total of 58 financing cases in 2021, involving categories including clothing accessories, home furniture, household appliances, mother and baby children, beauty and makeup, 3C accessories, with a financing amount of more than US $1 billion. These data are sufficient to prove the popularity of independent stations.
The independent station mode allows sellers to no longer be limited by the increasingly tightened platform policy, and can better transfer the brand content and values to customers, which can be used to precipitate customers and build private domain traffic operation of their own platform. Under various advantages, all sellers are eager to transform independent stations and try to copy the next sheen. sea shipping to US
The dividend of the old era has subsided, and the new brand dividend is about to open. With the economic development, consumers' requirements for "quality" will be further improved. The dispersion of sea destinations has caused consumers' habits to "vary from country to country". Diversified user needs promote the further upgrading of cross-border e-commerce formats.
However, for most independent station sellers transformed from the platform, they still retain the platform thinking orientation and follow the platform distribution route of massive SKUs, resulting in most transformed sellers losing in product quality and service experience. Some brand sellers spend huge advertising fees on platform drainage and rely on advertising traffic, but the website is simple and has no customer service, so they can not well retain customers and create long-term value for the platform.
When the cross-border industry enters a new era, cross-border e-commerce products will gradually tend to be high-quality, brand, digital, localization and diversified drainage methods. Taking the brand route and paying attention to consumer experience has become the key to survival at present.
However, compared with the refined operation of products and off-site advertising drainage, the customer service for platform users has been neglected.
Social media has become the adhesive between brands and users
With the rise of social media such as Facebook and instagram in recent years, overseas consumers tend to obtain brand information by tracking the brand home page, and also begin to contact the brand directly through platform private letters. WhatsApp and instagram messenger assume the responsibility of customer service similar to Taobao. The quick reply in a few seconds enables consumers to talk to the brand at any time. The timely customer service superimposes the wide coverage of social media, so as to continuously enhance the stickiness between users' brands. Social fast and high-quality customer service is very important to improve consumer satisfaction and brand awareness. This shows the importance of customer service to the brand building of independent stations. Many independent station head brands such as pat and sheen are also expanding their voice overseas in this way.
For independent station brand sellers with a certain user base, with the improvement of market share, how to serve the gradually expanding user group? Facing the huge amount of consultation from different channels, how to ensure the timeliness and satisfaction of customer service? Increasing user stickiness and creating long-term value of the brand is not a small challenge for independent station sellers. sea shipping to US
CM. Com provides new ideas for customer service
CM. As a global leading conversational business solution service provider, com is committed to providing enterprises with cloud communication and conversational business solutions for mobile terminals such as international SMS, international voice, instant messaging tool API, European payment, MMC mobile marketing cloud, MSC customer service cloud and so on.
For the pain points of independent station sellers in customer service, we have a quite mature system, which can be used to solve the conversational services required by customers in various situations.
CM. Com's mobile service cloud customer service cloud's one-stop overseas customer service platform integrates all customer information from different channels into the inbox of one platform. Whether through instant messaging tools such as WhatsApp, Facebook messenger and Viber, or email, online communication or voice communication, customer service can centrally process these information through one platform, To a great extent, it improves the timeliness of customer service, saves the human resources invested by the platform in customer service, and can deploy robots to automatically reply to information online to improve operation efficiency. sea shipping to US
At the same time, the four function points provided by the mobile service cloud customer service cloud for the seller can well handle the demands of customer service in different aspects for the seller.
In terms of user dialogue, the omni channel inbox can help the platform customer service easily deal with multi-channel user consultation from Apple messages for business, Facebook Messenger, Viber, telegram, twitter and email through one channel. If a user consults through multiple channels, the information will also be recorded and sorted in the user's dialogue file. The customer service staff can clearly and consistently understand the customer's problems and provide high-quality customer service. Robot automatic dialogue can also help customer service respond quickly and perform repetitive tasks, reducing the pressure on the customer service team.
At the same time, the functions of internal team cooperation and third-party system docking can link team members, external suppliers, logistics and other personnel for team cooperation. The cooperation process is transparent, and can comment on tasks and reasonably allocate task needs. When connecting with third-party systems such as CRM, ERP and CDP, the latest consumption dynamics and logistics information can be displayed next to the customer dialog box, which can have a deeper insight into the analysis of user behavior.
In the second half of cross-border e-commerce, the potential of brand going to sea will continue to expand, and the importance of independent stations will be highlighted. Among them, fine operation is a link that can not be ignored. Finding differences in services, doing a good job in customer service, maintaining the link between brands and consumers, and creating long-term value are the way to win independent stations in the future competition.
Previous：Independent station marketing - Google or Facebook?
Next：The US dollar fell to a four-year low after the war between Russia and Ukraine
