▶ Video account attention cross-border navigation As Xin Qiji said, "It's a pity that in life, eight out of ten things are not as we wish." Everything in life is always difficult to go as we wish. Since the end of April 2021, a large number of Chinese cross-border e-commerce sellers have had their stores shut down by Amazon, causing a storm in China's cross-border e-commerce industry. The reasons why sellers were blocked are "all kinds of things", whether it's because of fake orders, infringement, or account association... The results are all the same: "miserable." Whether it is a big seller or a small seller, the performance has been affected by this wave of account bans. Recently, Zebao's parent company, Xinghui Co., Ltd., disclosed its 2021 performance forecast. The report stated that due to the impact of the "Amazon account blocking" incident, the company's performance in the second half of 2021 was hit hard. Xinghui shares' net profit loss is expected to exceed 1.2 billion! It is learned that on the evening of January 26, Zebao's parent company, Xinghui Co., Ltd., released its performance forecast, predicting that the net profit attributable to shareholders of the listed company in 2021 will be a loss of 1.24 billion to 1.42 billion yuan. ▲ The picture comes from the announcement of Xinghui Shares In the report, regarding the reasons for the sharp decline in performance, Xinghui Co., Ltd. stated that due to the impact of the "Amazon account blocking" incident on its subsidiary Zebao in 2021, the company's performance in the second half of 2021 was hit. ▲ The picture comes from the announcement of Xinghui Shares It is understood that since June 2021, stores of multiple brands including RAVPower, Taotronics, VAVA, Anjou, Sable, and Hootoo under Zebao, a subsidiary of Xinghui Holdings, have been suspended from sales by Amazon one after another. As of October 2021, the number of sites where Zebao has been suspended from selling on the Amazon platform has reached 330, accounting for 70.21% of Zebao's total existing sites. Affected by this, Zebao's sales revenue in the first three quarters of 2021 fell 24.83% year-on-year, of which sales revenue in the third quarter fell 74.88% year-on-year. At the same time, the frozen funds of the relevant stores amounted to RMB 60.0346 million. Coincidentally, in addition to Zebao’s parent company Xinghui Holdings, Youkeshu, which was also involved in the Amazon account blocking storm, also had unsatisfactory performance from its parent company Tianze Information. Tianze Information's net profit loss is expected to exceed 1.8 billion! It is learned that on the evening of January 25, Youkeshu's parent company Tianze Information released its performance forecast, predicting a net loss of 1.8 billion yuan to 2.5 billion yuan in 2021, a year-on-year decrease of 107% to 187%. The loss in the same period last year was 870 million yuan. ▲ The picture comes from Tianze Information Announcement As for the reasons for the decline in performance, Tianze Information's report stated: 1. Affected by changes in the policy environment of the Amazon platform and fierce competition in the European and American markets, the company's cross-border e-commerce operating performance in 2021 has declined significantly;
2. Due to the uncertainty of the policy environment of cross-border e-commerce platforms, intensified industry competition and the lower-than-expected operating performance of the main cross-border e-commerce business , the goodwill formed by the company's acquisition of its holding subsidiary Shenzhen Youkeshu Technology Co., Ltd. showed signs of impairment;
3. During the reporting period, the operating performance of the subsidiary Yuanjiang Information Technology Co., Ltd. (hereinafter referred to as “Yuanjiang Information”) deteriorated sharply, its cash flow basically dried up, and its staff turnover became increasingly serious. It is understood that as of July 2021, Tianze Information's subsidiary Youkeshu had about 340 sites blocked or frozen in 2021 for suspected violations of Amazon platform rules, accounting for about 30% of the average monthly number of sites with sales revenue on the Amazon platform from January to May 2021, and about 130 million yuan of funds were frozen. ▲ The picture comes from the Youkeshu official website Looking at the situation, Amazon can be said to be "ruthless and ruthless" in destroying stores. However, it is worth noting that although Tianze Information's cross-border e-commerce business has been hit hard, when an investor asked Tianze Information questions at the end of 2021, the company still stated that its current main business is cross-border e-commerce export business, and it tends to continue to focus on its main business of cross-border e-commerce. This shows that Amazon’s “ruthless store destruction” still cannot stop sellers from wanting to share the big pie of the Amazon market. But as the saying goes, if the ruler is not straight, you cannot make a square; if the compass is not straight, you cannot make a circle. The way to operate long-term on Amazon is to operate under the premise of complying with Amazon's rules. I hope that sellers can operate in compliance with the rules and have a big sales in the future! |