|
▶ Video account attention cross-border navigation May 2021 is undoubtedly the darkest moment for sellers. In the bloody storm caused by the Amazon account ban, countless sellers were caught up in it and faced difficulties such as frozen funds, inventory backlogs, and plummeting performance. And to date, looking at the financial reports of the big sellers who have never collapsed in this wave of account bans, although some big sellers have managed to survive and reverse the downward trend, there are also some big sellers who have been unable to recover and collapsed. Recently, the big seller that was severely affected by the "Amazon account blocking" incident is notifying some employees to stop work and wait for resignation, and it seems that its days are numbered. The big seller asked employees to stop working and wait for their turn. It is learned that recently, a seller broke the news: a well-known seller in Shenzhen issued a notice to some employees to suspend work for 6 months. The notice letter stated that in recent years, due to the drastic changes in the cross-border e-commerce industry and the continued impact of the epidemic , the company's operations have been in serious difficulties. In order to alleviate operating pressure, the company has decided after research: Starting from September 3, 2022, employees who received this notice will be given a temporary six-month suspension of work and waiting arrangement. ▲ The picture comes from the seller communication group It is learned that the seller who was exposed was once the leading seller of goods in Shenzhen. Influenced by the e-commerce dividends of the epidemic, the seller carried out a large amount of strategic stocking in the second half of 2020. Data shows that the revenue of the seller in 2020 was as high as nearly 5 billion yuan . However, since the second quarter of 2021 , the policy environment of the Amazon platform has undergone tremendous changes, resulting in the closure of a large number of stores of this big seller, a large amount of inventory becoming unsold, and a severe impact on performance. Although at the end of May this year, the big seller also issued an announcement stating that the company had taken a series of measures to actively rectify its operating losses and stated that its operating conditions had stabilized, but judging from the current situation, its final adjustment results seem to be unsatisfactory. In early August this year, the seller was pursued for payment by many suppliers due to a large amount of overdue payments. According to suppliers, due to serious financial problems, the purchasing staff of the big-name company proposed a repayment method of using goods in the warehouse to pay off debts , and even threatened: I will give you the goods if you want them, but I won’t give you the money. If you don’t accept it, you can sue me! ▲ The picture comes from the seller communication group The once flourishing cross-border sales have now fallen into such a difficult situation, causing many sellers to sigh and worry about themselves. This can also be seen from the 2022 semi-annual report released by sellers. The semi-annual financial report of the big seller is released Performance generally shrunk! As September approaches, the first half performance of cross-border listed companies and their subsidiaries have been released. Based on the first half financial reports of 2022 released by major sellers, the following table is compiled for sellers' reference: It can be seen from the above table that except for the old big sellers such as Lejia Holdings and Anker Innovations , which are as stable as a rock, and Huakai Yibai , which has grown against the trend and escaped the impact of the account ban wave, the performance of other big sellers is obviously slightly worse than before. In addition, not only did the former big sellers suffer a series of setbacks and fall from grace, the performance of other small and medium-sized sellers was also unsatisfactory. According to survey data, more than 60% of sellers saw a decline in sales in the first half of the year , and only 17% of sellers saw an increase in sales. ▲ The picture comes from the report It can be seen that the continuous decline in performance has become the biggest pain point in the current cross-border market. So, why did the performance of cross-border sellers generally shrink in the first half of 2022? Observing the financial reports of big sellers, we can draw the following conclusions: 1. The international environment is unstable and inflation continues to intensify Since the beginning of this year, due to factors such as the deterioration of the local economic environment and the tense geopolitical situation, global inflation has been severe and the consumer market in Europe and the United States has been depressed. There are constant risks of changes in operating rules such as tax policies, exchange rate fluctuations, and compliance supervision policies in various countries. 2. The epidemic continues to recur and the supply chain crisis remains unresolved The epidemic continues to recur, the container stay time at ports is already long, inflation has intensified labor disputes, and a wave of strikes has swept the world, leading to more port delays, making the supply chain crisis even more difficult. 3. Industry competition intensifies, and operating costs soar Catalysed by the epidemic, the number of cross-border practitioners has continued to increase, competition has intensified, supply has exceeded demand, and the trend of price wars has accelerated. In addition, since the beginning of this year, in addition to raising FBA logistics fees three times in a row, Amazon's advertising costs have also increased. Under the siege of difficulties such as rising transportation costs and traffic costs and intensified industry competition, sellers' profits are shrinking. 4. Business adjustments have not yet yielded any results As the epidemic battle line gradually lengthens, the e-commerce bonus effect brought by the epidemic is slowly fading, and more and more cross-border sellers are beginning to seek transformation (for more brand overseas information, information, and strategies, please pay attention to [Brand Overseas Observation]) . Faced with the new landscape and market situation, many big sellers are continuously advancing their brand strategies and increasing their investment in technology research and development and their own brands. However, the business adjustments of some big sellers have not yet yielded results. - JMET: Continuously increasing investment in technology research and development and own brands, its gross profit margin also slightly increased to 60.93% compared with the previous year, but total revenue dropped sharply by 25.90%.
- Daotong Technology: The company's net profit declined mainly due to the sales and R&D expenses of 78.224 million yuan generated by the new energy business in the first half of 2022.
Faced with various difficulties in the first half of 2022, it is inevitable that cross-border sellers' performance will decline, but sellers do not need to be too discouraged. The 2022 holiday peak season is approaching . According to the latest forecast from retail media platform Criteo, holidays with strong consumption power such as Black Friday will still attract a lot of attention from overseas consumers. Here, I also wish all sellers to make further progress and usher in a surge in orders during the peak season. What do you want to say about this? Feel free to leave a message in the comment area~ |
