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▶ Video account attention cross-border navigation At the beginning of the new year, while sellers bid farewell to the magical 2021 and review and summarize the gains and losses of the past year, they are also imagining the cross-border blueprint for 2022. Many cross-border companies have held mobilization meetings and promised ambitious sales goals of tens of millions or even hundreds of millions.
Sellers have witnessed the overall shrinkage of industry profits last year, and what will be the development prospects of Amazon in the new year? It remains to be seen whether it can get rid of its internal conflicts and return to rationality. Are the sales targets of sellers just empty talk or are they achievable? The 2022 sales targets of major companies have been released. Are they just empty promises or reasonable estimates? Recently, many companies have released new performance indicators, and the sales target plan for 2022 has also become a hot topic in major cross-border forums. A seller shared his company's 2022 performance appraisal form, which lists in detail the monthly sales indicators of each operator to the decimal point. The company's annual sales target is 100 million, and each operator needs to achieve an average performance of 20 million. ▲ The picture comes from Zhiwubuyan
Another seller posted a company notice: The target sales volume for 2022 is 50 million yuan. Existing operation members will be assigned a performance task of 45 million yuan, and the remaining 5 million yuan will be absorbed by new businesses and new personnel next year. ▲ The picture comes from Zhiwubuyan According to the information revealed by sellers, the annual revenue targets of many cross-border companies in 2022 are basically in the range of ≧50 million RMB. However, some of these companies have certain strengths and have made reasonable estimates based on last year's performance, but some start-ups are just empty talk and put excessive performance pressure on their employees in the absence of financial support. A seller helplessly shared his company's failure experience: the revenue in the first year was 10 million, the target in the second year was 40 million, and the achievement rate was 95%. In the third year, the sales target jumped directly to 160 million, and after working hard, only half of the performance was achieved. The final outcome was no year-end bonus every year, and they had to make empty promises every year. The sales target is 50 million. Should we continue to persevere or run away? The explosion of Amazon in 2020 has attracted many newcomers, and start-ups have also sprung up like mushrooms after rain. However, these companies not only lack experience and sufficient capital chain, but also lack reasonable and effective development strategies. They are tempted by the so-called "dream of getting rich quickly" and "gold digging cave", and the goals they set are too unrealistic. A seller with two years of Amazon experience reported that he joined a small company in early December 2021. The staff consisted of only the boss and another operator. Currently, the company has scarce resources and operates in a pure white hat manner, maintaining an average daily sales of several thousand dollars. ▲ The picture comes from Zhiwubuyan In this case, the boss waved his hand at the summary meeting and set a target of achieving 50 million yuan in sales by 2022. Another operator was assigned a target of 10 million, and the seller was required to achieve a revenue of 40 million. "You can choose any product you want, but you must meet the sales target of 5,000. If you fail, you'll be fired." Faced with the pressure from his boss, the seller felt lost. Currently, the account he took over had two products, with daily sales of only $2,000. According to the boss's goal, he needed to increase the daily sales to $20,000. This means that the seller needs to develop nearly 10 products in a short period of time, and each product is a small hit with hundreds of orders a day. On the other hand, the investment in product costs and first-leg freight is also a high expense, which requires sufficient cash flow and resources. Without knowing the company's specific financial reserves and plans, such a goal is undoubtedly difficult to achieve. The seller is inevitably in a dilemma of whether to continue to persevere or run away. A similar situation also happened to another seller. The seller said that when his supervisor formulated the 2022 target plan, he proposed to achieve a total store sales of more than 51 million on Amazon + Newegg within 12 months, which is about 8 million US dollars. ▲ The picture comes from Zhiwubuyan However, in fact, the company's current major defects make it difficult to achieve this goal: 1. There is a gap in team configuration and there is a lack of sufficient manpower to bear the huge workload. 2. Lack of core products, SKUs are only in the single digits. 3. Insufficient capital investment, blind pursuit of making quick money, and lack of vision in leadership. 4. The supervisor does not understand cross-border e-commerce and the planning is unrealistic. Although the seller tried hard to make many operational suggestions about the store's SKUs, they were basically ignored. Due to the company's lack of strength and the arrogance and short-sightedness of its leadership, there was almost no hope of achieving the sales target of $8 million. Charity Dafa impacts sales! Will profits recover in 2022? Many people have ridiculed the sellers who are burdened with huge performance, saying that they do not consider profit margins and directly use Wu Sangui's method to increase advertising to the maximum: "If others sell for 100, I sell for 50. If others sell for 50, I sell for 25. As long as the number of orders is sufficient, the performance will be good. What? Are you asking me whether I make money? Isn't Amazon a place for charity?" Looking ahead to 2022, many cross-border companies have set ambitious goals of achieving sales of tens of millions or even hundreds of millions. However, looking back at 2021, many sellers have been spiraling like a tiger, and their profits are basically negative. Crazy internal competition and increasing operating costs continue to erode the increasingly thin profits. So what will be the prospects of Amazon in 2022? Can sellers still make money? A seller on Weibo revealed that one of his cousins worked in Amazon operations in Shenzhen for a year after graduation. The product she is currently responsible for has a monthly sales volume of over 1,000 and monthly sales revenue of nearly 300,000. However, the final net profit was only about 30,000, and she basically received no commission. Another seller said that one of his friends had not received any commission for several months. The account’s monthly sales were nearly one million, but it was still in a loss-making state. In fact, profit is the basis of Amazon's survival, and excessive pursuit of sales is likely to cause many problems. Only by finding a profitable product direction and model and gradually expanding and expanding it can an effective plan be achieved. Looking ahead to 2022, it is still full of unknowns whether the price war can be eliminated and whether freight rates can be reduced, but it is undeniable that cross-border e-commerce is still a thriving industry. The implementation of the RCEP agreement and the support of local support policies have brought new opportunities. What is your annual sales target? Feel free to leave a comment in the comments section.
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