How to create best-selling products for overseas retail e-commerce

As cross-border e-commerce has become increasingly popular in recent years, many businesses have started to expand their e-commerce business overseas. For retail e-commerce, how can they create hot products and increase sales when going overseas? You know, brand building and marketing are the big waves in the era of going overseas.

Today we will show you the popular strategies for creating hot products and independent station marketing, open up your mind and provide you with tips

The benefits of third-party e-commerce platforms are obvious, and it is easy to get started. However, while bringing in a lot of sales, it also limits profits and brand building. For example, in the large category of luggage, countless competitors are fighting fiercely, and the price war on the platform is very "brutal", and it is difficult for people to pay attention to brand characteristics; secondly, due to the limited amount of data accumulated from platform sales, when you want to accurately segment your consumer groups and plan future marketing models, you often encounter bottlenecks, and it is even more difficult to create a hit product on the platform.

Therefore, when the rising trend of platform traffic dividend slowed down, a large number of e-commerce sellers began to rush into the independent website layout. This is indeed a recent trend. A very practical motivation is that the threshold for building a website is much lower now, and the development service is very mature. A team of three or five people can build an independent website for four different brands under an enterprise within a month. Why not do it? At least start omni-channel marketing first.

In the process of making a hit product, we often encounter some challenges. But don't worry, we can easily resolve them with a few tricks:

● Challenge 1 for brands to create hit products: How to choose hit products?

Many merchants may wonder, I have more than a dozen product lines, and it is impossible to create a hit through large-scale launch of each product. How can I choose the appropriate ones among these products to push to consumers?

In fact, choosing products is very simple. Product selection actually tests your superb insight into overseas markets. Google uses artificial intelligence technology to provide cross-border e-commerce with the Trends Finder tool to help sellers grasp popular trends and explore user preferences. This helps sellers solve the problem of product selection, and even has a reputation as a "hot item finder" among sellers.

In addition to the "Hot Product Finder", we can also use Google Trends to grasp the attention of different regions in real time and keep up with the ever-changing market; we can also use the Global Business Opportunities Market Finder to grasp the potential of each market from a macro perspective and quickly plan your global business.

● The second challenge for a brand to create a hit product: How to drive traffic to the product?

After selecting the best seller, the next step is to attract traffic to the website/best seller. This is often a headache for many merchants. In fact, there are not many tricks to attract traffic overseas. Google Ads is our highly recommended choice. The reason is very simple. When overseas consumers want to buy something, they often search on Google first, and then go to different brand websites to make a selection. Moreover, they are more likely to trust brands with independent websites because the concept of brand is important to overseas buyers.

When we place Google ads, we can set the landing page to the page of popular products and directly direct traffic to them, allowing users to smoothly access and purchase products.

The operation of the placement is also very simple, and it is easy to see the results. Here we take the Xiamen star overseas merchant Xinweifa Worthfind as an example to see how they attract traffic.

Xinweifa started out as a traditional luggage manufacturer. Since 2018, Xinweifa has transformed from a platform star seller to a brand and started independent website marketing. After they built the website, they used the "Smart Shopping Campaign" of Google Ads Shopping Campaign to drive traffic to the website.

The power of Smart Shopping Ads is that it can automatically determine bids and ad placements. It uses Google's machine learning technology to improve the website's conversion rate, attract more target customers to visit the website on a large scale, and push different display content based on the conversion potential of the customer base.

Here we have to talk about automatic bidding. Google Ads will automatically determine the placement and bid for each ad in the campaign to maximize the conversion value without exceeding the budget. By collecting historical information about related ads and evaluating the signals that appear during the auction, the system will automatically find the most ideal CPC (cost per click) bid for the ad every time the advertiser displays the ad.

In terms of operation, "Smart Shopping Campaigns" are easier to set up than general shopping ads. By combining existing products and material resources, they will automatically display products to potential customers on Google's vast network (including Google Search, Google Ad Network, YouTube and Gmail), greatly improving the return on advertising spending.

“We were surprised to find that people from countries that our platform could not reach in the past, especially those in non-English speaking countries, also came to our official website to buy.”

— Li Jiasong, CEO of Worthfind

After just one year of cooperation with Google, Xinweifa’s return on advertising expenditure increased by 143%, its return on investment increased by 4 times, and its sales increased by 46%. The sales of its independent website increased to 30% of its total sales. In one year, it gained more than 184,000 new users and discovered potential consumer groups in non-English-speaking countries.

● The third challenge for a brand to create a hit product: How to understand consumers?

However, even if the sales are strong, it does not mean that the brand is well managed. There is a huge gap here: who do you want to circle? What are the characteristics of these people? What kind of feedback and feelings do they have about the product? Can the product be improved through consumer feedback?

At this time, the role of independent website plus Google Analytics comes into play: the significance of Google Ads is not limited to traffic and sales promotion. Simply put, it is to acquire customers through Google Ads first, drive traffic to your own official website, and then use the background to analyze the data of these visits: the data obtained by marketing represents market feedback and is "directional", which is very valuable for R&D and marketing. Through Google Analytics, you will obtain more accurate and segmented user portraits, and then brand development and new generation product research and development will also have important data support. If you want to upgrade your product, you also have a direction.

In this way, the hot products created by the company will be in constant optimization and become a powerful tool for the company to attract traffic and increase sales.

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Therefore, overseas marketing should start with understanding overseas consumers, understanding online marketing, and then mastering some basic skills to launch it. If you do these well, you will soon find the brand and sales potential that the independent website brings to you: for consumers, it can provide a good shopping experience; for enterprises, the subsequent daily management and operations are greatly simplified, and it can also help the brand accumulate valuable user insights.