|
▶ Video account attention cross-border navigation Recently, the State Council approved the establishment of cross-border e-commerce comprehensive pilot zones in 27 cities and regions including Ordos. Gradually expanding from the coast to the inland, more than 100 cities in China have become cross-border pilot areas.
The Year of the Tiger has just begun, and the central and local coordinated policies have been launched one after another, stimulating cross-border e-commerce to continue to move forward. However, while maintaining a strong momentum, the cross-border industry still faces huge challenges in the new year in the face of a complex and severe foreign trade situation. Looking back at 2021, some sellers have made great progress while others have hit rock bottom, some big sellers have collapsed while others have achieved great success. What will the situation be like in 2022? The 2021 cross-border head report is released, and these sellers are among the top 100! It is learned that according to Marketplace Pulse data, in 2021, more than 60,000 Amazon sellers worldwide had annual sales exceeding US$1 million, a number that has doubled in the past three years. It is estimated that in 2021, approximately 350,000 sellers will have annual sales exceeding $100,000, 60,000 sellers will exceed $1 million, and 3,000 sellers will exceed $10 million. Among these sellers with sales of hundreds of thousands or millions, there are of course many cross-border sellers from China. Although the industry has been hit several times by the wave of account bans, throughout this year, there are still many cross-border export companies and cross-border logistics service providers who have kept pace and reached a new level. Not long ago, the E-commerce Research Center of the China Internet Network Information Center released the "Top 100 Chinese Cross-border E-commerce Companies in 2021" . The list is evaluated based on hard indicators such as enterprise scale, revenue, and profit, as well as soft indicators such as industry influence and reputation, and it brings together leading domestic companies in various fields. ▲ The picture comes from Netease We can see that the list includes 36 export cross-border e-commerce companies, 24 import cross-border e-commerce companies and 49 cross-border e-commerce service providers, including well-known cross-border listed companies such as Anker Innovations, Cross-border Link, and Zebao Technology, as well as cross-border unicorns led by SHEIN. Compared with 2020, former big sellers such as Zhiyu, Lens Technology, and Wantuo were unfortunately not selected, while companies such as Zebao and Zibuyu successfully entered the top 100. ▲ The picture comes from Netease In 2021, the cross-border market remains hot, with countless capitals and entrepreneurs flocking in. The broad market prospects and the emergence of a series of support policies have provided a fertile soil for development for a number of sellers and companies, allowing them to successfully become leaders in the industry. On the other hand, the boosting effect of the epidemic is weakening, and many sellers are caught in a critical juncture of life and death due to internal and external troubles such as the platform's strict regulation and the imbalance of supply and demand in the container shipping market. According to the "2021 China Cross-border E-commerce "Death" List" , 12 cross-border e-commerce platforms "died" in 2021, namely: VOVA, HIGO, EasyGo, Global Easy Shopping, GMALL Global Shopping, Lewutao, etc. The once-prosperous cross-border e-commerce giant Global Easy Shopping declared bankruptcy, and the VOVA platform suddenly collapsed, leaving sellers unable to recover their payments... The sudden demise of these giants and platforms is enough to reflect the turbulence in the cross-border circle. As we step into 2022, there are vast opportunities waiting for sellers to explore, but risks and challenges still exist. The top sellers are competing for supremacy, some have unfortunately fallen, while others have risen to become tomorrow's stars. For the vast majority of small and medium-sized sellers, under the fierce competition, where will the cross-border vane point to? Traffic and sales both dropped, and sellers received shocking emails from Amazon! It is already mid-February, and sellers have been back to work for a while. However, many sellers not only failed to have a good start in sales in the Year of the Tiger, but their store backends are full of red warnings. Although relevant research shows that demand from foreign consumers will increase significantly on Valentine's Day, based on the current situation, sellers' overall performance is not good, and even worse, Valentine's Day has turned into a disaster for lovers. A seller engaged in the outdoor category said that in previous years, outdoor products basically started to come into the limelight at this time of year. However, now it is mid-February and the number of orders has decreased instead of increased. ▲ The picture comes from the Internet It is learned that sellers in other categories also feel that they are in the same boat: "Personal care is so boring that it can't be any more boring. I feel like I'm going to pack up and leave at any time." "The gardening category was already on the rise last year, but why is there no improvement this year? Am I the only one like this?" “In the same outdoor category, the order volume has shrunk by at least three quarters.” At present, the sharp decline in sales and traffic compared with the same period last year has become a common headache for sellers. Sellers in the auto parts category said that compared with the same period in 2021, traffic and orders have decreased by 1/4, and the Google search index has also been declining. Many sellers sigh: Is it because the operating model needs to be changed urgently or is it due to the economic downturn abroad? It is normal for the market to enter a relatively sluggish period after the peak season. However, this year's off-season has made sellers feel that the future is bleak. Both traffic and profits have shrunk severely, and increasing advertising efforts has not seen much effect. Some sellers admitted that in fact, the amount of consumption in the United States has been on the rise in the past two years, but due to inflation, consumption is more concentrated on essential goods, so the category of non-essential goods has declined visibly. In addition to the quiet changes in the consumption structure of foreigners, Amazon also seems to be making moves in secret. Recently, many sellers have received Amazon's flow restriction emails: We have detected suspicious buyer review activities on the opinions or multiple items you sell in our store. In view of the existence of this activity, we will reduce the exposure of the affected products in search results and promotion channels. ▲ The picture comes from the Internet Although the products can be sold normally, the chances of buyers seeing the products will be greatly reduced due to Amazon's intervention. A seller who received the email reported that even if he increased his advertising investment, it had little effect. He had to spend a lot of money to get a few orders, and the link disappeared from the top of the category rankings. When it was restored after 30 days, the link was basically declared dead and had to be removed from the shelves. According to sellers, the products with this problem are generally in good momentum and have maintained stable orders. However, at the same time, they all have a history of reviews, and even if they have not violated any regulations recently, they are all severely punished by Amazon. Not only do they have to spend double the cost to promote, but it is also difficult to recover later. The Year of the Tiger started with a "good" start in performance and a "disaster" in sales. Now Amazon is settling accounts and issuing a flow restriction warning. It can be said that misfortunes never come singly, and bad things come in pairs. On the other hand, while warning sellers, it also points out a certain direction. In 2022, abiding by platform policies and operating in compliance will still be the unshakable survival rules. In terms of operations, the market demand structure is changing. Sellers can also try to develop some new categories and appropriately enter markets where product demand is still relatively strong to cope with the current traffic bottleneck. What do you think? Feel free to leave a comment in the comment area.
|
