The different types of sellers on Amazon

The different types of sellers on Amazon

There are two main types of merchants on Amazon: the Vendor, who will sell their stock to Amazon directly, and the Seller, who will sell their products directly on the marketplace.

Beyond this quick definition, we will see here what are the advantages and disadvantages of each of these statuses.

What is a Vendor on Amazon? 

The Vendor is a status that allows you to sell your stock directly to Amazon . He does not manage the logistics part or customer service. It also does not have control over the selling prices that will be charged directly by Amazon.

The merchant thus becomes a supplier to Amazon who will buy the products wholesale. This type of seller can be easily repaired by mentioning “ Shipped and sold by Amazon ” on the sheet of the products concerned below the Buy Box.

This status is special, since it is Amazon that invites merchants to become Vendors. 

What is a Seller on Amazon? 

The Seller is a merchant who has registered with Amazon to be able to sell their products there . Unlike the Vendor, it has full control over its selling price. This type of status is open to all merchants and easily accessible through the Amazon interface.

Seller sellers then have two options regarding logistics:

  • FBA (Fullfilment by Amazon) : logistics are managed by Amazon
  • FMA (Fullfilment by Merchant) : logistics are managed by the seller

The Seller FBA (Fullfilment by Amazon)

In this case, the Seller FBA entrusts all the logistics management to Amazon , that is to say, it completely discharges all the delivery and its products are stored at Amazon. It is therefore Amazon that will handle customer service and all returns.

This solution is not free but guarantees the seller to be among the Prime merchants and really maximizes his visibility on the marketplace.

The Seller FBM (Fullfilment by Merchant)

Unlike the FBA, the Seller FBM merchant will manage its logistics itself . This solution is preferred for sellers who master their logistics extremely well or who offer products that do not meet Amazon conditions for FBA. 

Note that Amazon can also offer to join sellers to be in Prime, even if they are in FBM.

Advertise on Amazon

Whether the advertiser is in Vendor Central or Seller Central, he has access to the same paid visibility tools via Amazon Ads. He can therefore set up campaigns :

  • Sponsored products
  • Sponsored brands
  • Sponsored display

He can also have access to Amazon’s DSP to be able to launch larger display campaigns.

You have understood it, there are therefore several ways to sell your products on Amazon, according to your needs but also according to the functioning of your business. 

To see more clearly and have all the cards in hand to optimize your presence on marketplaces and increase your sales tenfold, 联系我们 for the complete guide produced by our experts! 

 

9 reasons to start with video marketing

9 reasons to start with video marketing

Advantages of video marketing

For various reasons, video has become an essential element within the online marketing strategy because it is a more powerful format and generates more engagement. It is an effective means of communication that relies on the popularity of smartphones, social networks and YouTube for its dissemination. As experts, in addition to offering you a free seo analysis , we tell you about the reasons to do video marketing now.

9 reasons to start with video marketing

  • It is easy to consume . Due to its entertaining nature, we have become accustomed to the simplicity of playing and just watching a video. It requires no effort from the user and captures their attention for longer than reading.

  • Generate clear statistics . In general, 81% of brands have a video on their pages, this content represents 74% of network traffic, 100 million see at least one clip a day and 9 out of 10 see the spots of their favorite brands.

  • It can be shared . Due to its dynamicformat , videos tend to be more shared than other types of content. To generate virality, you must know your audience, give you what you are looking for, and allow them to decide the level of popularity you deserve.

  • Improve SEO . Since they capture the attention of the public, it favors the time spent on your website. When a video is shared, its organic positioning grows and has a 50% more chance of appearing on the first page of Google.

  • Increase engagement . Ideal for storytelling, video is used to convey a message with more resources and in a more creative way. In fact, in 1 min the information contained in 1.8 million words fits.

  • Improve the conversion rate . Video helps 85% of people decide to buy from sites that show it. In addition, it increases the open rate by 5.6% for email marketing and improves conversions by 80% on landing pages.

  • It has a good cost-benefit ratio . You don’t need to invest too much capital for a good video marketing campaign. While the content can be straightforward, the editing needs to be professional and there are multiple tools for this.

  • They are essential in social networks . Videos are an integral part of usage within social networks such as Facebook, SnapChat, and Twitter. With its different functions, editing and compression tools, it is not surprising that more and more users are using them.

  • Competition with TV . There is a tendency to watch less television and more content online. In fact, 42% of people now watch their series or movies online. As they now share the same Prime Time schedule, this has increased the competition between both options.

Impact of COVID-19 on digital marketing

Impact of COVID-19 on digital marketing

It is clear that the coronavirus crisis will impact the advertising and digital marketing market . In fact, it is already changing things. Ad spend has been reduced, paused, or completely eliminated. Marketing strategies have been realigned and changed, and marketers are assuming that the cuts in ad spend will be quite noticeable. COVID-19 has had a considerable impact on advertising and marketing companies. Digital marketing agencies know first-hand the crisis in this sector, but you will surely ask yourself, what awaits us?

How is COVID-19 impacting marketing?

The year 2021 has been… different. As you know, the confinement generated by the new Coronavirus (Covid-19) is something new for everyone and nobody was, nor is, really prepared to face an event of such magnitude. In addition to the obvious health crisis, the economic ravages that social distancing and quarantine measures have had are beginning to be more notable. These measures have been adopted with the purpose of spreading the contagions and, with this, resuming routine activities.

Cancellations of advertising projects happen every day because advertising is the first thing that companies cut in the presence of uncertainty in economic issues, estimates that given the current situation, the turnover of the marketing and advertising sector will drop from 10% to 15% in this year 2020.

Despite the foregoing, digital and mainstream media audiences are on the rise.

Increase in consumption

Among the recommendations issued by the authorities is self-isolation in homes. This has led companies to seek alternatives to remain in force and provide quality service to customers, as a compensation for the absence of physical transactions.

However, this does not mean an increase in online advertising investment . In fact, the effect is the opposite. This is due to the fear of making advertising investments that do not have a positive return on investment. Financial resources in times of uncertainty (such as today) are very valuable, so investments must be taken seriously.

It is a good time to invest in advertising

For most companies, this is a good time to improve their positioning in Google , optimizing loading time, content and creating an online store, to name a few, anticipating that, once the contingency is over, things will soon return. gradually back to normal. In this way, your company will be ready for the challenges in the world after the Coronavirus.

To convince you of this, it is important to mention that the demand for web applications, e-commerce, digital strategy and website creation has increased considerably. This increase could be linked to the current restrictions that countries have imposed: since they cannot make purchases physically, as is customary, they look for alternatives of home delivery, “filling” virtual carts or ordering food at home through applications of mobile.

Although there is a decrease in advertising investment, the adaptation, flexibility and adaptability of companies in the advertising and marketing sector will be the key to overcoming the consequences that the current contingency will bring.

Tecnicas-de-marketing-digital-B2B

B2B digital marketing techniques

The sales process in B2B marketing ( marketing for companies ) requires establishing stable and lasting relationships, which require more time and participation, since the sales that are made are generally on a large scale with longer sales cycles and, therefore, the purchase decision is more premeditated.

It is important to note that the number of customers and the number of transactions is lower, which means that these customers can accumulate a certain degree of bargaining power over the final sale price.

Many times the generation of sales is not the most important objective of the digital marketing actions of B2B companies, but rather they seek longer-term actions, increasing brand visibility and generating leads over time.

In most cases, these types of marketing actions seek to be a good support for the commercial teams of companies.

What are the most suitable B2B digital marketing techniques

Professional Social Networks

What social networks are more suitable for this type of company?

There are many companies in the B2B segment that are still reluctant to have an active presence on social networks. However, the presence in social networks allows these companies to improve their  corporate branding, increase traffic to their website and improve SEO .

In addition, they contribute to generating a sense of belonging among their collaborators and in many they function as an internal communication channel.

The B2B social network par excellence is undoubtedly  LinkedIn . Consolidating as the main social network for companies and professionals.

Another social network of great importance in industrial sectors is YouTube . Since it allows sharing audiovisual content, corporate and branding videos  , promoting new products, instructions for the use of machinery, among others.

Linkedin for Business

This social network currently has more than 600 million users in more than 200 countries. It offers companies a unique opportunity to make themselves known, network and do business. As we mentioned before, it is also an important place to stay connected with the company’s collaborators.

Having an optimized LinkedIn company page and generating content periodically is many times more important in the B2B segment than doing it in other social networks. The trust and reliability that LinkedIn generates in potential contacts is much higher than other networks or media for this niche.

B2B digital marketing techniques LinkedIn allows us to keep in touch with colleagues and collaborators, and at the same time it has a powerful search engine that allows us to get in touch with professionals from different industries and expertise.

It has a series of paid tools designed for the sale, search and selection of HR and advertising that are very useful for this segment of Companies ( Talent Solutions, Sales Solutions , Marketing Solutions and Learning Solutions).

Talent Solutions : aimed at consulting firms and Human Resources professionals. It allows the post of job offers as well as tools that facilitate head hunting

Sales Solutions : which allow you to optimize your search to find companies or professional contacts in certain sectors.

Marketing Solutions : advertising platform that allows us to segment by geographical area, sector, position and by type of company. In order to reach, in this way, the desired target audience and thus maximize the return on investment.

SEO in B2B Marketing

As far as SEO is concerned, it must be borne in mind that  the SEO strategy for B2B is not the same as the B2C strategy . Although the factors that Google takes into account for one case or the other are the same, there are some things that do change.

Both strategies must have different approaches, when it comes to selecting keywords to rank for, on social media or in the content of the website.

In general, for the B2C segment we seek to position ourselves in more massive keywords, with high search volume and low CPC. While for B2B SEO the keywords of interest tend to have a low search volume and high CPC. Of course, as in everything there are exceptions, and we have items in B2C, with large search volumes and high CPCs such as travel or loans. The reverse is also the case in the corporate segment.

The news section or blog has a fundamental role for both types of market. The content must be of high quality, informative and generate trust with potential clients or consumers. In addition, to serve as a source for the  generation of backlinks,  something that is fundamental in any SEO strategy, regardless of whether it is B2B or B2C.

When choosing the theme of the content, it is important to consider:

  1. It is important to generate content taking into account the keywords of interest and the search trends of our clients.
  2. The content does not need to be specifically targeted or optimized for the desired keyword. It is always advisable to use synonyms and similar key phrases
  3. We must try to avoid falling into the  error  of generating content that  exclusively describes the products or services offered by the company .
  4. It is important that the generation of content is something sustained over time and not something that is easily discontinued.

Online Advertising in B2B Marketing

When we think about an SEM strategy for a B2B company, it is essential to analyze the category and the behavior of buyers and suppliers. Although for many areas, Google search campaigns are an excellent ally, there are certain services where buyers do not usually search the internet and are more than asking for references and recommendations. In the latter cases, for example, social networks, participation in events, company directories or business conferences can be beneficial.

In B2B search campaigns, we tend to find higher CPCs than in the B2C world because they are more important markets and purchases. Another factor that influences the higher costs is that in B2B, regional or global campaigns are often carried out.

Email Marketing in B2B

Email marketing campaigns continue to play a fundamental role in the B2B segment. Marketers consider this tool to be still very effective  in keeping in touch with customers and generating leads.

As in B2C, it is essential to have a good database of clients or prospects of interest to our industry. In addition to the typical newsletters that are sent with news about products, services and promotions, the sending of news from the sector is widely used.

Something important to consider many times, in addition to the emailing campaigns themselves, is to participate in the newsletters sent by references in our sector: news portals, cameras and company directories.

Marketplaces

B2B marketplaces are electronic commerce platforms where commercial exchanges take place between different companies. Its main value proposition is to increase the possibilities of selling products or services, by providing a meeting point between buyers and sellers where the company basically benefits from the traffic of visits and exposure that the portal has.

See main differences between a marketplace and ecommerce

Marketplaces in general allow forms of contact through their website or directly carry out transactions on their platform. We can find horizontal marketplaces, which are platforms with a more general audience such as Alibaba.com and Amazon Business. And we also have vertical marketplaces, platforms specialized in specific products or industries such as portals for Agro, Medicine and others.

北美跨境电商,一个人也能的生意 ,从0到1 (上)

 

对于没有做过跨境电商的人来说,很多人都认为跨境电商必须要很雄厚的资本或是很充裕的人力才能处里,但其实很多赚得盆满钵满的跨境电商的团队都只有在5人以下,甚至还是个人或夫妻在做,或是一边在公司上班,下班后再经营跨境电商。而之所以不需要太多仍力还能够顺利经营跨境电商这件事,主要有两个原因:一、整体的电商环境跟上下游间的合作已行之有年,二、文化不同,美国的消费者不太会去询问客服意见,他们更倾向自己做判断。
我们应该要这样思考,美国亚马逊1994年创立至今已逾25年,也就是说线上购物对美国的消费者来说是一件非常自然的事情,这就像是便利商店来台湾已经30余年,难道你需要教别人怎么去全家买东西吗?而回到刚才讲的产业成熟,无论是你今天要在亚马逊销售商品又或是要自架品牌官网销售,都只需要你先把产品寄到亚马逊的FBA仓库,一有订单,亚马逊就直接帮你出货,所以我们只平常只需要不时的注意一下仓库的库存和记得及时补货,再来就是一个礼拜查看一下自己的信箱,看有没有需要回复的客服信件即可。也就是说跨境电商的前期需要比较多投入,在整个系统跑顺之后就只需要把精力放在选品跟行销上面即可。不过虽然话说的轻松,想要让系统跑顺这件事情其实就有很多的门道,你可以回想一下在你刚进入一个陌生产业的时候,花了多少时间和努力才让你现在做甚么事情都游刃有余?同样的,想要在跨境电商这个新领域混的风生水起也会需要一番功夫,但是你不需要太过担心,因为我们已经帮你先做好了功课,无论你遇到什么样的问题,我们都可以帮助你全全解决,

 

三个初始步骤:
1. 选择适合的平台
2. 如何正确地选品
3. 做好行销

步骤一、选择平台
一说到跨境电商,大家都会很直接地想到要在Amazon或是eBay上架销售,这当然是一个很好的方法,但是在这类地方销售,其实就像我们在做虾皮一样,同时也会有很多竞品在跟你打对台,最后就会变成大家都在压低成本打价格战。除此之外,你还会有另外一个隐藏的可怕对手在虎视眈眈,那就是亚马逊的自有品牌。亚马逊除了智慧音箱外还搞了四百多种的自有品牌,就算他现在不是你的竞争者,未来也会成为你的竞争者。
现在主流做法是「亚马逊+品牌官网」
而也是因为这个原因,现在许多在美国做电商的人都开始弄WIX、shopify等平台来架设自己的品牌官网,然后除了在亚马逊贩售之外,也在品牌官网贩售并且透过一些技法将亚马逊的客户吸引成自己的会员,也就是说「亚马逊+品牌官网」是现在最流行的做法。
除了可以降低未来对亚马逊的依赖程度外,还有一个很重要的关键是美国的消费者很习惯在亚马逊购买商品前,先看一下有没有品牌官网,如果你的品牌连自己的网站都没有的话,他就会怀疑你的商品品质,毕竟现在有太多的卖家进驻亚马逊,商品的品质也都参差不齐。

不推荐使用WIX、shopify的原因

建议你不要用WIX、shopify这类的系统主要原因有两个,第一个是他们只是单纯的架站平台,很多你需要的行销功能都需要串接第三方服务,而串第三方的问题就会复杂很多,像是系统的相容性或是更新速度外,也有发生第三方服务商直接倒闭的情况。
另一个不推荐的原因是,你要使用在地金流就需要先注册美国公司,而注册美国公司除了手续繁琐外,你还会需要另外聘一位会计师帮你对帐和报税,这些都会花去你很多的时间和精力,又需要承担不必要的风险。(我们的服务项目里有覆盖这方面)
所以我的建议是寻找像我们同样的跨境服务公司来代理这些繁琐的工作,同时你能把中心放在扣内容和产品营销,比较搭建架构已经成为了标准化的流程了。
到底该如何选择电商平台

大型电商平台的优点就是他会有自主流量,系统是非常完善跟稳健的,但缺电就是他没有那么的弹性,如果你只是想要单纯上架销售,而且你的产品也不怕低价竞争,那这个会是一个不错的选择。
反而自创平台因为是自己的品牌官网,所以弹性相对来说充裕很多。你可以自己决定要打多少折扣、举办什么活动、给谁优惠等等的事情,而且最重要的是你可以拿到客户资料,可以让你的过路客变成回头客。而也是因为有了很多选择,你会需要花费比上架大型电商平台来得更多时间。但是不要忘了,亚马逊商店说封你号就封,你当然可以上诉,但如果上诉失败你就一切归零,这也是大家会做「亚马逊+品牌官网」的原因,我们近期也面对很多相同的状况,大面积封中国商家的号。

步骤二、掌握选品技巧
在我们决定好要在哪边上架之后,要解决的第二个问题就是选品了!选品是一件非重要的事情,要谨慎选品,关于如何选品,我有以下几点建议:

1. 把握产品品质
2. 产品独特性
3. 成本利润分析

选品#1:把握产品品质
好的产品品质是长久经营的关键,尤其是现在的网路传播非常的快,以前有一句话叫「好事不出门,坏事传千里」,在网路时代甚至会传遍全世界。而尤其是现在的消费者非常依赖使用者的评价,用户就会直接搜寻「某某某商品开箱」或是「某某某商品 评价」,看一下网路上的的用户评价或是部落客的开箱文,再决定要买不要购买。
而北美市场的消费者已经习惯再收到或使用过商品后打星星留言评价、分享使用经验,无论好的或坏的北美消费者都不吝于赞扬或批评,而其他消费者更是会仔细参考评价而决定是否要购买你的商品。也就是说,如果我们的商品品质有问题或是容易引起争议性的话,就很有可能会在网路上被大肆讨论。反过来说,如果我们的商品非常优秀,受到很多消费者的推荐时,就会无形中减少了自己的行销费用。只要消费者的口碑一出来,就会有更多的消费者愿意购买。
而想要做好这一点,有一个非常重要的提醒是,不建议贩售容易引发客户争议的商品,就像是保值期较短的商品(比如咖啡豆存放两个月后的风味就会慢慢地改变),或个体体验差异大的商品(例如之前很红的蓝黑白金裙事件,你看是蓝黑色,别人看是白金色,或是有特殊剪裁的衣服)。因为当消费者对这件商品有疑虑的时候,他往往会直接去购买其他的商品,而不是跑来跟你厘清他的疑惑。又或是当他收到商品觉得与想像中落差太大时,往往都会直接上网发表评论而不是好好地跟你沟通。所以我们要减少收到负面评价的一个好方法就是,不要进那些可能会造成负面评价的商品。

 

 

选品#2:产品独特性加入北美电商市场的这个战局,我们要面对的是数以万万计的竞争对手,而如果你卖的商品是一般人在超市就能买到的东西(例如:可口可乐),那你只能够拼价钱了。
为了避免加入这种削价竞争的泥潭,我们必须要推出有独特性的产品,你的产品独特性越高,消费者越容易在茫茫人海的产品中选中你。这也是为什么当主流设计都走绚丽风的时候,苹果坚持要走简洁路线的原因。这种作法可以在消费者一眼望去的时候,脱颖而出。
有一点不能忘记的就是线上购物和实体购物是有差别的,消费者无法直接触碰到你的产品。而当他搜寻电热水壶的时候,他会同时看到一百种的电热水壶,如果你的产品就长得跟其他电热水壶一样,那他也很难区分出你的电热水壶在哪里。
而我们要解决产品独特性的问题,建议你可以在几个主流电商平台如Amazon、eBay等搜寻你的商品关键字,仔细观察搜寻结果中竞品的共通性,无论是颜色、样式、材质、附赠商品等等。研究相同竞品后,我们作一些小调整,可能是多送你一个小礼品、市面上没有过的颜色和样式。类似的调整,可以让你脱颖而出。

选品#3:成本利润分析经营电商,最重要的当然还是利润。、一开始还没有品牌知名度的时候,我们需要花资源去建立品牌认知。所以我们在选品的时候,不建议以售价少于20美金的产品为首批商品,如果低于这个数字扣掉生产成本、头程物流(即从出口地进口美国这段的物流)、仓储、电商平台费用、配送物流等等的,会几乎无利可图。
所以我们作跨境电商的时候,必须要谨慎地去计算我们的成本,而且要记得非常重要的一点是要先把耗损跟退货的运费摊平在价格里面,这个费用会因你的商品属性有所差异,就像是一件衣服的运费跟一台电脑的运费或是耗损率是天差地远的。但很多人在初次作电商的时候,忽略了可能会有退货的这件事,最后作年终结算的时候,才发现自己的利润都被退货给吃掉了,最后自己白忙一场。

因为很多小伙伴对于细节很感兴趣,我想好好的分享实用的内容。这些相关内容也会在我们之后的小白手册/全攻略出现,先让大家抢先看~ 希望大家希望今天的内容,明日继续更新,还有一些问答区内容值得看哦!

 

关注跨境加+您的跨境电商小管家~

外贸转型:跨境电商海外需求暴涨,你还在观望吗?

昨天跟大家分享的website audit 很快就要在我们的微信上发放免费体验了,我们有提供一系列的跨境电商服务包括大家最关注的引流服务,优化提高转化率服务和自媒体代理营销等等服务。跨境加+一天天在完善我们的服务内容和项目针对一些想从0开始的新店家们,帮助他们早日达到目标,销售红红火火满载而归。至今,我们有好多客户都是之前做贸易的厂家和商家所以我希望从今天的分享带给更多客户们一些不同的启发。我自己看待目前的外贸问题上是非常乐观了,其实很多国家都想跟我们合作但是缺乏良好的桥梁罢了!如果你是其中的一位,请你快联系我们~

 

今天分享时下的趋势

传统外贸 VS 跨境电商,全球贸易趋势转变

广义上的外贸是指,国家(地区)与国家(地区)之间的商品、劳务和技术交换的贸易活动。针对于我国,因为依靠于强大的成本控制和全品类的工业生产能力,出口贸易顺差一直是推动我国经济发展的重要抓手,因此我们讨论更多的是出口贸易。

伴随着最近几年全球经济增速逐步放缓,国家间贸易往来受到地缘政治等影响,传统的外贸行业发展略显疲态。国内行业巨头尚且可以依靠品牌优势在海外市场打出一片新天地,但那些行业中真正的腰部和长尾客户,却很难在大时代变迁中独善其身。

就像众多传统行业一样,外贸出口产业近几年也经历了数字化的转型创新。

传统外贸模式,是不主要依靠互联网进行对外贸易的模式,一般为国内企业厂家与海外经销商直接对接(B2B 模式),通过电话、邮件、展会营销或海外办事处达成业务合作,采取大批量采购模式,以银行国际证或 TT 电汇形式支付货款,最终通过海运集装箱完成运输交割。

跨境电商模式则是主要依靠互联网平台达成交易的新型外贸模式,主要分为 B2B 和 B2C 两大类型。

B2B 类型相较传统外贸,互联网参与进模式创新的地方,主要集中于信息展示和业务撮合领域,国内商家将产品信息和营销广告通过线上进行投放,需求者在跨境电商平台中寻找到合适的潜在卖方,再通过与其进行线上沟通达成初步合作意向,但双方之间后续贸易的产品定制、信用证付款、集装箱海运等一系列流程,依然与传统外贸区别不大,交易产品涉及范围更广泛,包括日用消费品、工业产品、食品等,更适合希望进行利用数字化扩大市场的国内供应商。

而 B2C 类型,可以视为是更进一步的外贸线上化模式,国内商家不光将产品信息通过跨境电商平台展示给海外个人消费者或小批发商,同时利用社交媒体平台,进行线上广告投放,为自己的店铺引流,消费者还可以在平台或商家的独立站网站上进行在线支付购买,以及相关的物流运输和售后服务,也可以通过平台在线沟通和查看进度,产品主要为日用消费品、食品等,开展 DTC 商业模式的中小商家更适合这种多频次,小批量的销售模式。

目前海外市场的消费趋势,已经逐步显现出线上化、碎片化、个性化等新时代特征。随着移动互联网的爆发,以及新冠疫情的到来,都极大地改变了海外消费者的购物习惯,原本较为传统和发达的线下市场遭受冲击,线上购物正成为年轻一代的主流方式。

在今年 1 月国务院新闻办公室举行的发布会上,海关总署新闻发言人李魁文表示据海关的初步统计,2020 年中国跨境电商进出口规模达 1.69 万亿元,强势增长 31.1%。同时根据艾瑞咨询数据显示,去年中国跨境出口 B2C 电商仅在北美市场的成交额就高达 4573 亿元,同比增速可超过 35%。

可以看出,在这个世界局势和经济走势日益波动的时代,可谓危机与机会并存,新一代的创业者们正在大力拥抱新技术所带来的行业红利。

直接面向终端消费者,外贸产业数字化优势显现

相较于主要局限在 B2B 模式中的传统外贸,可以直接对接零售终端消费者的 B2C 跨境电商模式,显然更适应于目前的消费趋势和营销环境,并在发展的过程中,为外贸行业带来两大方面的改造。

新型外贸模式下,消费者通过跨境电商采购黑五网一商品

提升行业效率

传统外贸交易受制于信息不对称以及终端买卖方无法直接对接的影响,交易链条非常冗长,主要由国内商家、出口代理(贸易)商、国外经销商、国外零售商、终端消费者五部分组成。而对于跨境电商模式,尤其是主流的 B2C 模式下,整体交易链条中仅包括国内商家、终端消费者(如果是非生产厂商的话,可以走一件代发模式)。

这样优化的好处显而易见,首先是利润提升。传统外贸因为受制于交易链条中国内和海外经销商的渠道限制,需要分割出额外的利润于渠道,这就变向使得国内商家出海时,每单生意都需达到一定的数量规模才有可能达成交易,可谓薄利多销。而跨境电商模式下,原本需要支付给渠道环节的利润空间,此时因为链条的缩短,可以最大程度的掌握在国内厂商手中,并适当让利给消费者,增强产品竞争力。

其次是整体的销售周期也大大缩短。传统模式下,货物需要走集装箱海运,到岸后在经过经销批发环节到达消费者手中,整个流程动辄几个月上下。切换到跨境电商销售时,从国内商家发货,再通过空运物流抵达消费者手中,整体流程可缩短至一周,资金周转效率更高,一两件的散单也可以通过线上直接达成交易了,最大程度上发掘了海外的潜在市场,提升品牌知名度。

降低准入门槛

得益于跨境电商模式可以直面零售消费者,商家能以较高的资金周转效率,以及小批量备货,甚至通过代发货实现零库存成本的优势,大大降低外贸业务的资金门槛。同时,跨境电商平台较为灵活的主体准入审核机制,也给了大量个人创业者或中小微企业,参与进新时代下品牌出海大趋势中的机会。

相比较传统 B2B 外贸下,企业需要自备大量启动资金,用于开拓营销渠道、工厂生产,以及业务、跟单、财务等运营成本上,而跨境电商平台通过收取一定的服务手续费,就可以提供全流程化的配套衍生服务,可以较好地满足商家品牌营销、支付系统搭建、物流跟踪等基本需求。

规避行业风险

跨境电商线上化赋能传统外贸的另一方面的体现,则是如何利用新模式帮助商家低成本的规避行业风险。众所周知,大部分经过互联网化改造过的传统行业,其转型背后的核心的优势,就在于企业可以通过线上数据及时获得市场反馈。之前传统外贸常见的风险是,因为无法直接对接终端市场,使得当海外市场风向出现变化时,无法及时获悉,仍然持续投入原先的产品领域,进而船大难掉头出现滞销损失。

虽然一些较大的出海企业,可以凭借雄厚的资金实力在海外设立分公司解决信息差的问题,及时调整业务战略方向,但是对于规模庞大的中小企业,则需要另辟蹊径,通过跨境电商进行销售,即使没有海外分公司来随时洞悉市场风险,较低的备货成本和及时的数据反馈,仍然可以使其灵活调整,规避滞销风险,进而转向当下热销商品进行销售。

匹配线上模式,实现全平台运销

目前面向海外终端消费者的跨境电商,主要为第三方平台模式和独立站模式。

阿里巴巴旗下的全球速卖通( AliExpress),作为国内比较主流的第三方平台跨境零售电商,被广大卖家称为“国际版淘宝”。第三方平台的特点就在于较强的中心化管理,平台对于商家资质要求较为严格,同时由于同品类有大量的商家,其内部的竞争也会较为激烈。

但是这种模式还是比较适合于初次出海的新手商家,平台会提供比较全面的运营指导和低成本的营销展示,让商家可以建立和消费者的初步联系,获得市场反馈增长经验,其流量来源主要来自于平台供给。根据目前全球速卖通官网入驻政策(截止到2021年6月),目前全球速卖通要求商家主体需为公司或者个体工商,每个速卖通账号选择一个品类经营,商家需要统一缴纳平台押金人民币 1 万元,同时根据成交额平台收取 5%-8%的佣金。

另一家在国内内乃至全球市场都拥有较高知名度的平台,是1995年创立于美国的亚马逊(Amazon), 作为起步最早的全球性跨境电商平台,亚马逊对于国内广大商家来说,在对接全球市场资源的渠道优势是不可比拟的。2015年亚马逊的全球开店业务正式进入中国,助力国内商家实现品牌出海。截止2020年年底,亚马逊美国、加拿大、墨西哥、英国、法国、德国、意大利、西班牙、荷兰、瑞典、日本、新加坡、澳大利亚、印度、阿联酋、沙特和波兰等17大海外站点已面向中国卖家开放。

广袤的市场资源和平台成熟的渠道优势,自然吸引了众多中国卖家纷纷入驻抢占市场。根据目前亚马逊的入驻政策(截止到2021年6月),入驻商家应具备相关公司法人资质,以及销售商品需满足平台的监管审查等要求。针对商家费用,商家开通多个站台需每月总计39.9$/月的服务费用,以及根据成交额平台收取8%-15%的交易佣金。

独立站模式的代表则为 Shopify,Shopify 是一家成立于加拿大的 SaaS 模式电商服务平台,致力于帮助跨境商家打造高效的独立站运营模式, 目前已有超过 175 万家中小企业使用 Shopify 平台创建了在线店铺。和第三方平台强中心化的管理风格不同,独立站模式顾名思义,其最终呈现给消费者的是品牌化的独立销售网站,主动权更多是掌握在商家手中,包括销售商品的种类、展示界面等。

 

用户使用移动设备浏览SHOPIFY页面

Shopify 对于商家,无企业或者个体工商营业执照及电商经验要求,仅对商家主要负责人主体身份信息及销售商品做基础的合规审核。主要采取月费的定价模式,商家是需要购买一个店铺运营计划(前 14 天免费试用),对平台功能性的不同需要,支付 29-299 美元/月,同时一些拓展功能的应用程序及模板主题需额外付费购买。较少的平台干涉,同时也对商家的出海销售经验和营销能力提出了更高的要求,商家需要利用如 Facebook、Instagram 等海外社交平台等线上渠道投放广告为自己的独立站引流,比较适合于希望打造品牌化营销的DTC 商家。

品牌商家需要根据自己的实际情况和资金实力,在合适的发展阶段去匹配合适于自己的线上化方法论。

第三方平台和独立站,作为跨境电商产业中生态位互补的两大主流模式,国内商家应秉持全平台运销的思路,尤其是在面对如东南亚、南美等新兴市场时,由于市场潜力巨大,消费者画像多样,商家可以根据目标人群进行差异化营销,以此来最大程度拓展海外市场。

 

总结

整个行业,无论是传统外贸还是跨境电商都有自己存在的价值。传统外贸的大体量优势以及对于国家经济的战略地位性显而易见,尤其是对于从事工业产品的 B2B 领域的成熟企业,或是在海外拥有稳定经销渠道的刚需消费品企业,通过互联网,进行线上营销和业务撮合可能只是起到整体业务战略部署的辅助作用。这是一个对于初创的企业绝好窗口,跨境电商所带来的前所未有的影响力能让你打造属于自己的品牌从而推向海外市场从中盈利。

do i need a website

Do i need a website for my business? 5 reasons why the answer is YES

Do i need a website for my business? 5 reasons why the answer is YES

If your business is growing today without a website, you might be wondering why it needs one?

The short answer is that there has never been a better time to invest in a website. This offers a wide variety of benefits for businesses, and most are growing exponentially from year to year, just like the Internet itself.

 Thus, your website will allow you:

  • Increase your visibility: What is actually happening is that consumer behavior is changing over time to adapt to the digital age. Each second, nearly 65,000 searches are made on the Google search engine by Internet users. This represents, according to Google, at least 2,000 billion annual queries, the equivalent of nearly 5.5 billion Google searches per day! ” With a well-ranked website, you have a huge chance of being seen by thousands of visitors as soon as they type in a keyword related to your business. 

  • to be available 24 hours a day: the website is always there and ready to receive new visitors. Whether you’re unavailable, sleeping, or just running out of time, your visitors will be able to leave you messages, comment on your items, and even place orders through your website.

  • automate certain tasks: you can automate tasks such as registering for a form, filling out a form, sending automatic emails to your customers … 

Today, we see that there are websites for different needs. And yet many companies have been slow to get hold of them, even though websites have been around for over a quarter of a century!

That is why in this article we are going to give you five (5) reasons why your business should have its own website.  

Today there are more than 1.5 billion websites on the internet.

According to Digital Business experienced the fastest growth rates, with the number of Internet users on the continent increasing by more than 20% year on year.’ 

Here are five (5) reasons why your business should have a website.

1 – A website professionalises your activity

Indeed, 84% of consumers today believe that a website makes your business more credible than businesses that only have social media profiles. 

93% of consumers use the Internet to research before making a purchase.

Your website is also the ideal place to present your company’s professional certifications or awards.

Beyond that, having your own website allows you to create a branded email address (for example, myaddress@mysite.com) that adds a level of professionalism to all your correspondence, especially if you have used an address personal email to do business so far.

"93% of consumers use the Internet to research before making a purchase."
 

2 – Have more customers thanks to your website via search engines (Google, bing …)

For the growth and success of your business, you need to attract new customers. One of the best ways to do this is to make yourself visible on Google search engines for example. Thus, you will be able to have more visitors, more prospects and more customers. To learn more about this methodology, I suggest our article on Inbound Marketing .

There are several free SEO tools that make it easy to optimize your website without any prior training.

3 – A website ensures your long-term success

In 2020, nearly 4.54 billion people (59% of the world’s population) use the Internet and more and more people are going online.

Without a website, your business is invisible to these people. As we move into the digital age, your business will become invisible to everyone unless you invest in a website.

So, to stay competitive in this increasingly digital world, your business must be connected.

Here is an article on how to develop a website based on user expectations .

4 – You can clearly present your products and services

You can show potential customers what they’ll get when they work with you by posting high-quality photos on your website. Find out how By Filling accomplished this on their website.

You can also use your website design, along with the images featured, to give visitors an idea of ​​what it feels like to walk into your physical location. Your potential customers need to be sure that you are the right company, that their investment will not be wasted. 

5. You can get all of these benefits without spending a fortune

Building a website is not only easier than before; it’s also more affordable. If you want to follow a simple DIY approach and non-technical ( DIY ) , you can create a website for cheap.

WordPress, which is once again the most popular way to build a website, is 100% free for the main software. If you add a free WordPress theme like Neve or Hestia and some cheap website hosting, you can get up and running at very low cost. You can also choose to work with professionals in the field who will bring their touch of expertise and experience so that your website can combine modernity and performance. I propose this article on the GDD methodology that we use in our website projects.

Here we are. Hope this article is of great help to you.

relates to MercadoLibre Is Changing the Way Latin Americans Shop—and Pay

MercadoLibre Is Changing the Way Latin Americans Shop—and Pay

When Latin American cities began locking down in March 2020, it seemed like an existential crisis for MercadoLibre Inc., the region’s dominant e-commerce platform. Sales slowed to a trickle—for about a week. Then they bounced back, and soon they were above where they’d been a year earlier.

MercadoLibre’s e-commerce revenue grew 90% in 2020 as Covid accelerated the shift toward online shopping, according to Bloomberg Intelligence. The number of buyers on its marketplace grew 40%, to 65 million, in the 12 months ended on March 31. “We moved forward three to five years, depending on the country,” says Marcos Galperin, the company’s co-founder and chief executive officer. “There’s no going back.”

If MercadoLibre is changing the way Latin Americans shop, investors seem even more excited about how it’s changing the way they pay. Payment volume at MercadoPago, the company’s financial tech arm, increased 75% last year, to $50 billion, as merchants incorporated the ability to pay through smartphone apps or QR codes. The company also more than doubled the portfolio of its lending business. In 2018, Goldman Sachs Group Inc. estimated that 40% of MercadoLibre’s value came from its financial-services arm; today it’s 60%.

Even the company’s backers don’t argue that it has pioneered any particularly novel financial technology or service. “MercadoLibre’s greatest virtue over the years was its ability to identify relevant trends early on, adapt them to local conditions, and, above all, implement them at the right time with precision, agility, and skill,” wrote Dynamo, the prominent Brazilian asset management company, which has held company shares over the past five years, in a letter to clients dated in 2018.

Galperin, 49, whose family owns a major leather tannery and distributor in Argentina, was studying for a master’s degree in business at Stanford in 1999 when he saw EBay thriving and decided he could make an auction website for the Latin American market. He named it, roughly, “Free Market” and facilitated his first sales that year. Everyone from the original team committed to finding 200 items to post; Galperin’s contribution was a set of family golf clubs. EBay ended up investing in MercadoLibre in 2001 and held a stake until 2016.

In those early days, the platform worked like a classifieds site that connected buyers and sellers via email; some deals fell through amid fraud concerns and logistical woes. MercadoLibre started a financial-services arm in 2003. Again, the inspiration came from EBay, which had purchased PayPal the previous year to develop relationships with credit card and payment service companies.

Today many of the transactions MercadoLibre facilitates don’t involve its own e-commerce business. From artisan fairs to beach coconut water sellers to taxicabs, it’s increasingly common to see stickers that say “We take MercadoPago.” Some small merchants say the commissions can be steep—but acknowledge that it’s the price of keeping up with consumer preferences.

Lourenço Campos Leite, a 67-year-old locksmith in São Paulo, started accepting mobile payments two years ago, saying he feels safer handling less cash and adding that customers prefer mobile payments, because they make it easier to control spending. “Fewer and fewer customers like to carry cash,” he says. Almost 80% of his clients now pay using MercadoLibre’s card reader, and up to 10% use QR codes.

In a region where 50% of people don’t have a bank account, MercadoLibre also saw an opportunity to expand its range of financial services. It now issues small loans both to merchants and consumers through a unit called MercadoCredito, which determines borrowers’ creditworthiness from data it collects through its platform. The company doesn’t fund itself with deposits, so it isn’t planning to seek a bank license, Galperin says.

MercadoLibre also allows users to put the money in their digital wallets into low-risk mutual funds—an attractive option in countries such as Argentina, where annual inflation is almost 50%. These products are largely responsible for a huge spike in retail investment accounts. In Argentina, there were 400,000 retail investment accounts before the company started allowing investments through its wallet app. Since September 2018, MercadoLibre customers have used the app to open more than 3 million new retail investment accounts. The accounts are also available in Mexico and Brazil, with about 15.7 million accounts across the region holding an average of $50 to $100.

Irma Sgarz, an analyst at Goldman Sachs, sees financial services as MercadoLibre’s most promising long-term business. The company’s loan portfolio has margins of 25%, compared with overall margins of 3%, according to Sgarz. She expects the loan business alone to grow more than eightfold in the next five years, to a portfolio of $5 billion, up from $600 million in the last quarter. Over the same period, lending will make up half of MercadoLibre’s financial-services revenue, up from 15% today, she says.

For now, retail remains MercadoLibre’s biggest business. Its commerce arm accounts for about two-thirds of its overall revenue, a higher share than before the pandemic. In Brazil, MercadoLibre’s bright yellow delivery trucks are ubiquitous in most major cities. They’re carrying growing numbers of products to housebound customers, many of whom have already begun to use some of its financial products, too.

relates to MercadoLibre Is Changing the Way Latin Americans Shop—and Pay
MercadoLibre’s e-commerce revenue grew 90% in 2020.
PHOTOGRAPHER: JONNE RORIZ/BLOOMBERG

The company is doubling capacity in its two largest markets, creating an air cargo fleet, and considering getting into fresh food deliveries and incorporating livestream video demonstrations into its shopping platform. MercadoLibre has fared well against local competitors and even attempts by Amazon.com Inc. to move into the region. For now, Latin America’s e-commerce market is growing so fast that it can seem as if everyone is winning, according to Sgarz. “One of the questions is whether rivals are taking market share or creating a new market that wasn’t previously online,” she says.

Still, some investors think the company will have a tough time maintaining momentum as the pandemic fades. Shares have dropped sharply since peaking in January. Galperin says his strategy is to plow money back into capturing market share, rather than exercising pricing power and increasing profits. To do so, he’s doubling the company’s direct workforce this year, to 30,000. “We believe that e-commerce and fintech is going to grow over the next decades, and it would be a mistake to optimize the P&L at this stage,” he says.

For some people, Covid has led to an increasingly close association with the company. Before the virus hit, says Ricardo Ribeiro, a university professor in Maringa, a city in Brazil’s southern state of Paraná, he placed less than one order a month; now he’s up to about three times a week. Ribeiro’s enthusiasm has been so noticeable that when he turned 56 in May, his family made him a birthday cake shaped like a MercadoLibre delivery box. “Buying online has turned into a habit since the pandemic started,” he says. —With Erik Schatzker

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11 most influential people in digital marketing to follow on Twitter

Scrolling down Twitter is a lot of fun, and you can even find small clues between tweets from digital marketing influencers.

You don’t need to spend so much time on this. That’s the beauty of it. However, creating content that grabs attention is not easy. Your audience will see your tweet in their feed one day and they won’t. It should be memorable and interesting.

Where digital marketers aren’t? Digital marketing influencers everywhere, including Twitter, are sharing impressive ideas.

This article lists the best Twitter digital marketing influencers to make your feed more engaging than ever. Follow their 280-character tips and browse other resources they find helpful.

Digital marketing influencers to follow on Twitter

  • Hiten Shah / @hnshah
  • Joe Pulizzi / @JoePulizzi
  • Amy Porterfield / @amyporterfield
  • Sarah Evans / @prsarahevans
  • Greg Isenberg / @gregisenberg
  • Matt Navarra / @MattNavarra
  • Cyrus Shepard / @CyrusShepard
  • Ann Smarty / @seosmarty
  • Barry Adams / @badams
  • Weight Kao / @wes_kao
  • Talia Wolf / @TaliaGw

     Hiten Shah

Hiten Shah tweets about startups and the growing software (SaaS) business. These businesses are growing and therefore they are really closely related to digital marketing activities.

What’s more, the digital marketing community also follows up on new releases and hits for startups to develop the most exciting tools and products.

All of this makes him one of the most influential people on Twitter if you’re in the business of digital marketing.

Joe Pulizzi

Joe Pulizzi is an entrepreneur, speaker, author and podcaster. If you want to dive deeper into content marketing, he’s the influencer to follow on Twitter.

Amy Porterfield

Amy Porterfield helps entrepreneurs build online businesses. In addition, her areas of expertise include creating and expanding an email list, creating digital courses, promoting and selling courses online through webinars.

You can follow her for interesting digital marketing content in a variety of formats.

Sara Evans

Sarah Evans works as a digital correspondent and consultant for global brands. In addition, she is a Digital Strategist and Global Brand Correspondent who works with companies around the world to create and improve their social and digital strategies, advising on branding, marketing, advertising and public relations.

Here’s why you should follow her on Twitter as a digital marketing influencer:

She creates unique and original content for Twitter.
She is active and aware of digital trends.
You can find some tips from her tweets by scrolling down

Greg Isenberg

Follow Greg Eisenberg on Twitter to learn about community-focused companies With extensive experience in the tech business, he can show you how to grow a startup, and more

Matt Navarra

Matt Navarra is a social media consultant and industry commentator.

Over the years, social media has been one of the most important vehicles for digital marketing campaigns. Matt can help you as an informant about the social media industry on Twitter.

In addition, his other responsibilities included audience development, content distribution, branded content partnerships, stakeholder management for social media providers and platforms, training and development, and content optimization.

Cyrus Shepard

Cyrus Shepard writes and shares on SEO, Google Rank Factors, Higher Traffic / Conversions + 10X Content.

As an SEO professional, internet marketer, content publisher, speaker and writer, he has many years of experience. In addition, his experience allows him to generate high quality traffic through SEO and content marketing.

For valuable stats, reviews, or any SEO updates, just click the Follow button.

Ann Smarty

Ann Smarty is another Twitter SEO influencer who can also talk about her specialties below:
Online Reputation Management
Link building
Media Marketing
Follow her and be the one who sees what she discovers on the internet

Barry Adams

Barry Adams helps publishers increase search traffic through effective SEO.

As an award-winning search engine optimization consultant, he specializes in technical and editorial search engine optimization for news publishers around the world.

In addition, he enjoys sharing his SEO knowledge and expertise with industry representatives on Twitter, as well as in some lectures and digital conferences.

Cao weight

Wes Kao tweets about marketing, rigorous thinking and education. In addition, she shares some how-to posts and tips for digital marketing.

Talia Wolf

Talia Wolf is a conversion optimization specialist and speaker. What’s more, it helps fast-growing brands create funnels that audiences love to navigate through with customer-centric optimization.

Digital marketing and its components; Thalia knows everything. From emotional targeting, persuasion, messaging, landing page optimization, mobile optimization, customer service to optimization and analytics, it matters.

Digital Marketing & Twitter – Topic & Influencer Tracking


Did you know that Twitter has 330 million monthly active users? This is a chance to reach out to those who might also be interested in your products and services.

Everyone knows that social media is and will be the perfect vehicle for brands to send the right message to their users for a while.

In addition to being a powerful social media tool, it also allows you to find the latest information on any topic, updates and businesses that interest you. All of these positive results mean that you should also develop a Twitter marketing strategy.

Twitter digital marketing influencers also make it easy to get to know the latest industry blog posts. They share tips and tricks, sometimes helping you understand the pros and cons of some of the new discoveries in the industry.

By following these Twitter digital marketing influencers, you can learn about digital marketing, growth, entrepreneurship, startups, and more about the digital landscape.