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The movie "Barbie" has become a global hit. As this "pink storm" intensifies, cross-border merchants with a keen business sense are seizing overseas business opportunities from it.
Barbie pink storm brings popularity to multiple categories, sellers rely on "riding on the popularity" to increase sales As early as during Prime Day, Barbie became a popular search keyword on major shopping websites. According to early data provided by Numerator, Barbie's ranking in the top brands rankings on Prime Day this year jumped from 85th to 49th compared with last year.
For this reason, before the official release of "Barbie", the e-commerce war in the name of this IP has already started. It is reported that Mattel (Barbie doll manufacturer) has reached an agreement with more than 100 brands to authorize them to sell fashion, beauty products, accessories, etc. with Barbie as the theme.
In the context of economic downturn, many retailers and brands have pinned their hopes on the Barbie craze, using this bright pink to drive away the shadow of summer inflation and boost sales.
As it turns out, the global success of "Barbie" not only brought this slightly "outdated" classic old IP back to the top, but its surrounding radiation effect also successfully ignited multiple related categories, injecting vitality into cross-border e-commerce sales.
According to the search trends of the Top25w hot search tool, in the past week, the search volume of Barbie-related keywords on Amazon's US site has soared, among which Barbie dolls, Barbie-related clothing and Barbie Dreamhouse are the most popular categories among consumers.
With the official release of "Barbie", consumers' enthusiasm was ignited and they frantically rushed to buy related peripheral products. The sales of items such as Barbie dolls, Barbie dresses, Barbie perfume, and Barbie earrings increased rapidly.
It is learned that the pink storm led by Barbie is fully penetrating the food, clothing, housing and transportation of overseas consumers, covering multiple categories such as clothing, household goods, groceries, auto parts, 3C, etc.
The collaboration between well-known brands and Barbie has pushed the popularity to a higher peak: the sales of the joint models of MINISO and Barbie have continued to surge, and some popular styles have been snapped up and sold out quickly; the joint clothing series of Zara and Barbie, including round earrings, perfume, and pink hoodies, are currently sold out, and even men's T-shirts and purple-pink suits have been snapped up.
Cross-border merchants with a keen sense of smell have also seized this pink business opportunity. An independent website seller said that he found that the popularity of the movie "Barbie" in the United States was very high after its release last week. Many people deliberately wore pink clothes to watch the movie in the cinema, and TikTok was flooded with a large amount of related content output.
Therefore, the seller immediately seized the popularity and selected a product to market to this group of customers. According to him, this product belongs to the category of cross-border e-commerce that is easy to become a hit, and the audience is very wide. Even if the movie craze is over, consumers can continue to use this product.
The original product came in many different colors, but the seller specifically put up a pink landing page on his Shopify store. The product video was the same one that had been released before, but the background music was replaced with Barbie-related music.
In order to seize the best opportunity to take advantage of the popularity of the movie, the seller aggressively increased the intensity of TikTok advertising and successfully received feedback - within a few days, the daily sales reached more than 3,000 US dollars.
As we can see, Barbie is currently very popular, and many cross-border merchants have taken advantage of the situation to launch products. However, such classic IPs often require commercial authorization before they can sell related products. Sellers should focus on the various needs of consumers derived from them, and should not take risks to sell infringing products, especially in the recent situation where risk control continues to be upgraded. The heavy hammer of product removal and store closure is very likely to fall.
Breaking news! Amazon once again launched a large-scale address verification trend! As the Barbie pink trend sweeps the world, a new storm is also brewing on Amazon.
On May 24, Amazon suddenly launched a wave of address verification. A large number of sellers received relevant emails and were required to complete the verification before late July.
Now, two months later, Amazon address verification has returned. On July 24, a seller reported that he suddenly received a warning that his account was at risk of being deactivated and that he needed to perform a postcard verification before the restriction could be lifted.
▲ The picture comes from Zhiwubuyan
In fact, many sellers have encountered the same situation:
"I also received it this morning. The key is that I just verified the address in May, and it came again this time. I don't know if it's a system bug." "It's the same here. I passed the verification in mid-June, but today they told me to verify my address again." "I need to verify all my information. It has been 5 days since I submitted my identity verification, but it still shows as "in progress". Is this normal?" "When I verified last month, I didn't ask for address verification, but today I asked for postcard verification, as if to fill in the gaps."
It has been observed that many sellers who received the email had already passed the address verification in the wave of address verification in May. Now, only two months later, Amazon has sent mass emails again when most sellers have not modified their address information. This is truly puzzling.
Some sellers speculated that this round of address verification was probably Amazon's way of filling in the gaps. "I opened the homepage this morning and saw the yellow bar again. I clicked into my account and saw that the address verification was pending. It had been verified in June. I immediately opened a case to ask customer service what was going on. The customer service said that I didn't fill in the recipient's name at the office address, and the yellow bar disappeared immediately after I filled in the recipient's name."
However, some sellers said that it was probably a bug in the Amazon system. After receiving the notification, a seller filled in his identity information as required, and after saving, it immediately showed that the verification was completed, and there was no step to fill in the verification code. After opening a case to consult customer service, the feedback received was that no action was required and the verification had been successfully passed.
So far, Amazon has not made an official explanation for the verification incident. Judging from the feedback from sellers, generally speaking, the risk warning can be eliminated by simply supplementing the relevant information as required.
Although the Consumer Law has been officially implemented for some time, the continuous verification wave it triggered has not yet completely subsided. Just last week, some sellers reported that their accounts were suspended and their products were removed from the shelves due to failure to pass information verification.
Connecting the two, we can speculate to a certain extent that Amazon's risk control is still being tightened. Sellers still need to act prudently and not change account information at will to avoid being scanned again.
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