|
Yesterday, the annual Prime Day officially kicked off. Up to now, half of the promotion period of some sites has passed. Looking at the performance of sellers on each site, some are happy and some are worried. It was observed that during this year's Prime Day, cross-border joke makers have somewhat hidden themselves, but photo-editing masters are still legendary in the cross-border world. Someone created a sales miracle of 99.9 billion orders with Ferrari and "Brother-in-law": ▲ The picture comes from the seller communication group Someone relied on a picture to make over 10 million in Japan in one hour and over 100 million in the UK in two hours , and won Martha, creating endless possibilities: ▲ The picture comes from the seller communication group Some people have pressed F5 to pieces , but still haven't received any orders: ▲ The picture comes from the seller communication group It can be said that those who hear it are sad and those who listen to it cry. As we all know, for cross-border sellers, Prime Day not only gives them the opportunity to achieve explosive sales, but it is also an important festival that allows sellers to see the deficiencies and changes in operations and the market from the Prime Day order performance, and thus adjust their strategies for the second half of the year. So, what new things have happened to sellers during this year's Prime Day? Let's take a look~ Japan's counterattack has a huge number of orders, while the popularity in Europe and the United States is slightly muted Yesterday, sellers on Amazon Japan fired the first shot in the Membership Day sales boom. Cross-border navigation , like 16 ▲ Video account focuses on cross-border navigation 12 hours after Prime Day started on the Japanese site, a seller posted his sales snapshot, with total sales of nearly 170,000 RMB , a year-on-year increase of 78 times compared to the day before Member Day . ▲ The picture comes from Zhiwubuyan Also on the Japanese site, some sellers reported a 960% year-on-year sales increase compared to yesterday, and a 1414% increase compared to the same day last year . ▲ The picture comes from the seller communication group According to Statista, Japan's e-commerce market will grow by more than $273.4 billion at an annual compound growth rate of 8% by 2025. As can be seen from Prime Day data, Japan's e-commerce market will continue to grow in 2022, providing huge market opportunities for online sellers. In contrast, sales on the European and American sites, which have also been open for more than 12 hours, appear to be relatively calm. Many sellers said: There is no change compared to last year, and there is a slight increase compared to yesterday. ▲ The picture comes from the seller communication group On the forum, a US seller posted his Member Day sales, which increased by about 100%. Many US sellers were very envious of this and left comments: Let's get some good luck. ▲ The picture comes from Zhiwubuyan It is understood that this situation is mainly due to the impact of continued inflation and skyrocketing energy prices , which has led to a decline in the consumption budget of European and American consumers on Prime Day. However, despite the budgets falling short of expectations, European and American consumers will still flock to Amazon to buy some household necessities. eMarketer predicts that during the two-day promotion, American and global consumers will spend $ 7.76 billion and $ 12.52 billion on Amazon , respectively, an increase of about 17% year-on-year . So far, the main battlefield, Amazon US, has just started. Many sellers believe that after the subsequent flash sales begin, the US site may be able to achieve further performance growth. However, the fact that sales can achieve a certain growth is still good news for sellers. After all, in the fiercely competitive Member Day, in addition to the opportunity of explosive sales, there is also the risk of difficulty in maintaining the original sales volume. ACOS continues to soar, suspected malicious clicks by peers As soon as Prime Day kicked off yesterday, many sellers in the seller communication group exclaimed: It’s booming! It was learned that among these, some sellers had an explosion in orders, while another large number of sellers had an explosion in ACOS. ▲ The picture comes from the seller communication group Among them, the most eye-catching one is the European seller below, whose ACOS soared to 2441% on July 9. After seeing this, many sellers exclaimed, "It's so good that my scalp tingles" and "Who says those with ACOS exceeding 2000% are not heroes?" ▲ The picture comes from Zhiwubuyan But there is always someone stronger among the strong. Not long after the seller posted his results on the European site, the following seller on the American site directly set an ACOS of 3221% , which made the sellers exclaim that "ACOS has no limit" and "one ACOS is higher than ACOS". ▲ The picture comes from Zhiwubuyan It is understood that there are two main reasons for such a high ACOS: 1. Prime Day traffic continues to surge data.ai predicts that during this year's Prime Day, US consumers will spend 70 million hours on shopping apps on Android phones, a 39% increase from last year and a 137% increase from 2019 before the epidemic. Prime Day traffic continues to surge. 2. Malicious clicks on ads by competitors The vicious competition that has emerged one after another on Amazon seems to be unavoidable during Prime Day. A seller recently revealed that many of his peers took advantage of Prime Day to maliciously click on competitors' ads in order to increase their advertising costs. ▲ The picture comes from the seller communication group However, the news has not been confirmed so far. Here, we would like to remind all sellers that when setting up advertisements, they need to set the budget in advance to avoid the cost exceeding the budget too much due to too high ACOS, which would not be worth the loss. In addition, during Prime Day, in addition to the growing calls of "ACOS has exploded", some sellers, as always, called the membership day "Amazon Charity Day." Discounts plus inventory clearance, is it another charity day? During this year's Prime Day, many sellers also used large price cuts and super high discounts to process orders in order to alleviate inventory pressure. In the seller communication group, many sellers complained that the discounts this year were too generous and they were all working for Amazon. ▲ The picture comes from the seller communication group There are also sellers complaining on the forum, wondering if everyone doesn’t want to spend money this year, and there are many sellers offering zero-yuan purchases. ▲ The picture comes from Zhiwubuyan Some sellers said that cross-border sellers offer 40% off plus Prime Day exclusive discounts. This discount plus inventory clearance method is basically charity: “Foreigners: Thank you Chinese sellers for your charity.” "Clearance sale, clearance sale, Yaduoduo is open for business, welcome!" However, some sellers speculate that these stores that are frantically stacking discounts are not only trying to boost rankings, attract traffic , or clear inventory , but some of them may have made operational errors . However, even though the discounts have been stacked up to the point where the price is close to 0 yuan, some sellers' products still show no signs of explosive sales , and many sellers have complained about this: "When I opened the background, I had only one feeling: Don't foreigners know about this festival?" "I just regret that I'm not in America, otherwise I would be able to make these sellers cry." In this regard, it is learned that industry analysts have previously pointed out that Amazon Prime Day's sales growth has tended to peak. Has the traffic on Member Day peaked? Sellers are calm In the poll [Did you have a huge order volume on Prime Day this year?] released yesterday , a total of 759 sellers participated in the poll as of press time. Data shows that in the performance on the first day of Prime Day this year, only 13% of sellers achieved a surge in sales, and 23% of sellers said that Prime Day performance increased compared to usual days. It is worth noting that among them, the proportion of sellers who regretfully missed out on Prime Day and chose not to participate in Prime Day exceeded half.
The reason is that since last year, the growth "bottleneck" facing Amazon Prime Day sales seems to have appeared. Numerator data shows that after Amazon set a high average order size of $58.77 on Prime Day in 2020, the average order size on Prime Day in 2021 reversed the growth trend and dropped to $54.15, and the spending per item also dropped from $33.88 to $30.83. It is learned that since this year, the factors affecting Amazon's Prime Day sales data are mainly the following three aspects: - Reduce the budget and discounts for Prime Day;
- The platform policy has been tightened, and the growth rate of sellers has slowed down;
- The platform has expanded too much and reached its ceiling, resulting in reduced marginal benefits and inability to continue growing.
- Supply chains are disrupted and port congestion challenges continue;
- After the epidemic bonus faded, consumers turned to offline shopping channels;
- Costs on many sides soared and profits were squeezed.
- Inflation rates in Europe and the United States hit new highs, and consumers’ discretionary spending budgets have shrunk;
- Rising prices have created negative consumer sentiment and reduced shopping desire.
However, the latest eMarketer forecast indicates that Amazon's global Prime Day sales this year will reach US$ 12.52 billion , and the United States will account for more than 60% of Prime Day sales . Although the situation seems a bit bad at the moment, this tug-of-war is not completely over yet. Unless we fight to the last minute, no one knows who will be the final winner of this year's Prime Day. When one is about to succeed in doing something, the most difficult times come. A journey of a hundred miles begins with a single step. If one is determined to do something in this world, one must be cautious and diligent. Finally, I would like to remind all sellers that for cross-border sellers this year, Prime Day is more like a midterm exam for sellers. How to make good use of this "midterm exam" to optimize the operation and product selection strategy in the second half of the year and complete the real year-end "final exam" is the key to standing on the final podium. In response to this, a group chat "2022 Membership Day Sprint & Order Sharing Group" was created Welcome everyone to scan the QR code to join the group to warm up or post your order to "attract hatred"! ▲ Scan the QR code to enter the "2022 Membership Day Sprint & Order Sharing Group" |
