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▶ Video account attention cross-border navigation Recently, Tianze Information released an announcement that due to the account suspension last year, Youkeshu had a large amount of unsalable inventory . In order to speed up the return of funds, it had to sell the inventory at a low price. However, although the revenue in Q1 this year fell by 70% year-on-year, the net cash flow has turned from negative to positive, and the revenue in Q2 has shown signs of stopping the decline. It can be seen that Youkeshu is gradually getting out of the sequelae of the account suspension.
Since the suspension of accounts, both big sellers and small and medium-sized sellers have been affected to a certain extent, and are groping for the next turning point in the midst of the slow peak season and the off-season. Now that the second half of the year is approaching, many sellers are gearing up to go all out. However, bad things happen every peak season. Recently, not only has the logistics crash affected the sellers' stocking rhythm, but the promotion mechanism has also seen major negative changes. Flash sales are frequently automatically canceled. Will Amazon take strong measures? As we all know, during the new product promotion and support stage, product rankings are more likely to fluctuate, so using flash sales to attract orders is a powerful means of promoting new products. However, recently some sellers have reported that their flash sales have been frequently automatically canceled, and the service providers that currently report flash sales have increased their prices. At this critical juncture in preparation for Member Day, is Amazon sending out some signal again? ▲ The picture comes from Zhiwubuyan The seller said that he had asked service providers to register several flash sales in May, but they were all automatically cancelled before the flash sales started. After consulting several service providers, he found that the relevant flash sales services not only increased prices, but also cancelled after-sales policies. According to the service provider, the entire industry market has suddenly changed recently. Amazon has modified the system rules, so it is difficult to apply for BD. For this reason, the service provider company temporarily adjusted the policy, charging 300 for BD/LD without after-sales service. The previous after-sales orders can be cancelled and refunded. ▲ The picture comes from Zhiwubuyan The seller speculated that if this was a short-term behavior of Amazon before Member's Day, then Amazon's review of flash sales might be stricter, resulting in a lower success rate for service providers to report flash sales, or requiring better port resources for registration. If this is the beginning of Amazon's long-term strict review of flash sales, it may start to settle accounts later, causing performance problems for stores, such as warnings for operating flash sales, illegally merging variants, etc. According to reports, some sellers were previously marked on the flash sales blacklist, and the flash sales function was permanently cancelled, and they could only promote products without flash sales. Not only that, under the trend of white hat compliance operations , once there is one less tool to promote new products, it will become more difficult to promote new products, the cycle will become longer, and it will become more difficult for new small sellers to make profits; while for mature and stable links with flash sale ports, the moat is strengthened. However, some sellers said that service providers have always had cases of cancellations when reporting on their behalf, but it is just a matter of probability. The principle of service providers acting on behalf of flash sales is actually to follow the sale of an ASIN that is eligible for flash sales, and use plug-ins to mirror the flash sales information of the ASIN that is followed to the target ASIN, that is, to take advantage of the BUG that the combination of Amazon's flash sales port and ASIN information is not checked. Now Amazon has fixed the loophole. Previously, you could transfer multiple target ASINs and participate in multiple time periods at the same time. Now, one seed ASIN can only be reported in one time period at most, and the first report comes first. Duplicate reports will be invalid. It is not difficult to see that as Amazon's rules continue to improve, loopholes are being filled one by one, and the use of black technology to exploit loopholes is gradually being eliminated. Of course, these are just speculations from sellers, and Amazon’s specific moves are still unknown. However, Amazon’s flash sale promotion mechanism has indeed undergone some changes recently. Major negative changes occurred on the European site, and sellers were forced to achieve common prosperity? It is learned that a seller recently revealed that there has been a major negative change in the promotion policy: on the European site (except the UK site) and the Turkish site, all promotions will refer to the lowest price within 30 days including the promotion price . Discounts will be calculated based on the reference price, and promotions that do not show a discount of at least 2.5% (5% in France, Sweden and Poland, 2% in Turkey) will be prohibited from being displayed. ▲ The picture comes from Zhiwubuyan Previously, if a seller participated in four flash sales in a month, the flash sale prices were the same; but now, each flash sale within 30 days must be 2.5% lower than the previous flash sale price. This means that for a product with an original price of 100 euros, if the 7DD price this week is 85 euros, then the 7DD price the week after next will be 85*97.5%=82.88 euros. The seller asked his account manager and learned that the policy is currently in effect in Spain, France and Germany, and will be implemented in other sites after June. Many sellers are complaining about this new policy: "Taxes are already high, and discounts are getting bigger and bigger. This is not about making money, this is about achieving common prosperity!" "There were several seven-day periods this week where there were no flash sale signs. If you don't lower the price, there will be no flash sale signs, but if you lower the price, there will be no profit at all." "The profit margin is already low, and the BD price is 70 euros, and there will be higher discounts in the future. If we continue like this, the profit margin will be very small." "I was wondering why the flash sale prices inexplicably dropped a little today. Can Europe continue to do business like this? The taxes are already heavy, and the selling prices haven't gone up. The flash sale prices are getting lower and lower. I'm almost out of money." Many sellers on sites that have implemented the new policy have been banned from displaying their products for not lowering their prices as required. Some sellers even said that the lowest price within 30 days was directly displayed on the front desk, causing the conversion rate to plummet, forcing sellers to either continue to run promotions or never do it. Not only that, similar changes have also occurred in Prime exclusive discounts, requiring that the discount must be lower than the lowest price of the ASIN in the past 30 days, that is, the lowest order price among all flash sales prices, promotional prices, and sales prices offered for the ASIN during this period. At present, the European site is affected by the Russian-Ukrainian war, inflation and other factors, and prices are generally rising, which has also led to a decline in consumer purchasing power. In addition, tax reforms and logistics have increased the cost burden. Currently, sellers on the European site are facing considerable challenges. The change in the flash sale mechanism is undoubtedly another blow to the profits of sellers. What do you want to say about this? Feel free to leave a message in the comment area~
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