Which is the trend of cross-border policy frequent adjustment of "independent stations & platforms"?

With the continuous development of epidemic situation in foreign countries , And influenced by international logistics and platform policies , It makes life difficult for the seller , First, let's talk about the platform during this period 、 Independent station 、 The impact of logistics on sellers .

logistics ：

4 month , Due to a large number of grounded flights , The capacity cannot meet the demand of air transportation , Major logistics service providers raise prices in different forms , The seller's logistics cost has risen sharply . According to the statistics ,58% The seller 4 The overall logistics price of the month , Compared with the same period last year 80% above . among , Yes 24% The seller said that it was higher than last year 200% above . Some sellers said ： Logistics costs skyrocketed , Sell one, lose one , I'd rather have no order .

In addition, it was affected by the American riots and the explosion of positions in Europe , The seller is 6 The overall logistics timeliness in January is generally low . According to the statistics , More than 90% of the sellers' overall logistics timeliness is affected , In case of delay , among ,42% The seller is slower than normal 10 Days or more , The logistics tail is quite affected .

Amazon ：

3 month , Prohibit goods from being warehoused .

4 month , Limit product shipments .

5 month , Extend the return window .

6 month , Pause Amazon Shipping Distribution service .

7 month , delay Prime Day.

In fact, various policies show that , Amazon is not slowly returning to normal , But more strict than before ！

Independent station ：

Affected by the epidemic , Mainstream e-commerce platforms such as Amazon have decreased Facebook、google Online advertising , Bring a certain traffic window period to independent station sellers .

According to the statistics ,39% The seller Q2 The sales volume of the independent station was basically the same as that of the previous quarter ,36% Sellers are up , Only 19% The seller Q2 The sales volume of independent stations fell . in other words , Stand alone in the channel Q2 Overall, it still maintains a good growth trend .

Changes in the external market have also led to changes in category sales , Epidemic prevention materials were the largest selling category in the second quarter , According to the statistics , Proportion of sales of epidemic prevention materials 28%, The second is household furniture , Proportion 24%, The proportion of shoes, clothing, suitcases and bags 15%. Beauty products 、 Exercise outdoors 、 Groceries are also popular .

Because of the above factors , And because Amazon 、eBay And other large foreign trade platforms , Increasingly stringent terms 、 Being less and less friendly to sellers , Therefore, more and more businesses begin to choose to stand alone and go to sea .

Cross border e-commerce has developed to this day , It began to split into two patterns ：

One is the Amazon platform , Businesses apply for an Amazon account , Upload your products to your Amazon store , Then the buyer buys , But with more and more businesses , Market growth is slow , The competition among merchants is intensifying , Profits are down .

So the market has another independent station mode , Businesses leave Amazon and open their own stores , Bypass the platform , Direct benchmarking with buyers , No middlemen to make the difference , Self reliance looks good .

Of course , We will not discuss the advantages and disadvantages of the two modes of platform and independent station here , I have written many articles before .

trend ：

In the second half of the next year or even longer , Traditional foreign trade export enterprises will face “ Disintermediation ”、“ Online ” as well as “ Order fragmentation ” Three irreversible trends , Therefore, the cross-border e-commerce independent station has also become the preferred channel for the transformation and upgrading of these enterprises .

The overseas epidemic has brought great impact to the whole cross-border e-commerce industry and traditional foreign trade . Even now , The epidemic is still going on overseas , We need to face a lot of instability . But at the same time , The epidemic has also had a far-reaching impact , Home order makes the overseas market with low e-commerce coverage break out in a short time , More and more overseas consumers contact and get used to online shopping , At the same time, the plight of offline physical retail has also released the consumption space to online .

so to speak , This epidemic is a turning point for both cross-border e-commerce enterprises and traditional foreign trade enterprises （ The overseas epidemic situation will not end in a short time ）, Seize today as a time point , Is to seize the future 5 year 、10 Years or even longer .17 In, I began to emphasize the future development trend of the independent station , If 3 Years ago, independent stations were laid out , It must have done a little better now .

Finally, let's talk about the most prominent problems encountered in the process of operating an independent station ： Insufficient marketing ability 、 Poor traffic acquisition capacity and insufficient website operation capacity lead to poor traffic conversion .

According to the data , Main problems encountered in the operation of independent station sellers , More than half of them are closely related to advertising digital marketing .22% Of the sellers chose advertising stability ,13% The choice of marketing 、 Insufficient capacity to obtain traffic ,13% Poor flow conversion ,8% Lack of talents , have other 3% The production level of advertising materials is low .

About the flow , You can consider doing Google advertisement .

2020 year 4 End of month ,Google The platform announced a new policy ：Google Shopping Advertising section , It will be open to all users for free ！

2020 year 6 month 17 Japan ,Google
Ads Express , Will include China 、 Germany 、 India 、 Italy 、 New Zealand 、 Spain 、 Taiwan, China 、 Ukraine 、 The British 、 These countries and regions in the United States give advertising gifts . This fee can be used to automatically offset future advertising expenses , Advertisers don't have to do anything .

Google The platform is a big brother in the paid advertising field , Where are advertisers Google Ads Every time you spend 1 dollar , You can earn 8 dollar . Every day 35 Billion interactions , The return on investment is about 700％. And search means demand , When users take the initiative to find this keyword , It shows that he has a demand for this product , Therefore, the traffic quality of Google Advertising is relatively good , Personally, I also recommend that you choose when advertising Google, And now it is Google Flow bonus period .

therefore , Before we plan to make an independent station , Be sure not to be biased by any news and public opinion around you , Be alert to the negative energy around you and the so-called advice . All opportunities must be tried with questions , To study the , To grope for , When you're exhausted and still can't do it well , This is the final conclusion .

official account ： Cross-border Savior