2016 was the first year of the concentrated outbreak of cross-border e-commerce. After 10 years of development, under the stimulation of policy dividends and new tax reform policies, the cross-border e-commerce industry has begun to reshuffle, and the competition pattern has accelerated. The future market will return to the essence of business and tend toward increasingly standardized competition.
Liao Weicheng: A member of the Crown Club, and he created in the United States Bracoo Bengku Sports. He has been the champion of Amazon's sports category for three consecutive years. In 2015 , Amazon's sales in the United States alone had a turnover of RMB 60 million. The cross-border fields include Germany, the United Kingdom, the United States, Canada, Mexico, Japan, etc. It entered the domestic market in 2016 and is now developing channels such as Alibaba, JD.com, China Amazon, and WeChat Business.
Early stage of starting a business: None of us is
In the early stage of the "Benku Sports", Liao Weicheng and the former company manager, but in the early days they had only three people. Why are there only three people? At first they developed in the electronics industry because there were many OEM companies around South China, Shenzhen, Dongguan and Guangzhou. From 1982 to 1985 , Mr. Deng Xiaoping led the atmosphere of OEM in the entire South China region, so they kept spinning and working hard in the electronics industry. Ten years ago, the electronics industry achieved certain results. Electronics fluctuated and were far away from people; in the past, the electronics industry might have been doing some electronic parts and other things, which were not that close to people, so they began to transform and truly serve users. From 2010 to 2011 , they resolutely decided to start some industries similar to others, and they jumped into the medical industry, sports products, and medical beauty fields. This way, you can directly contact the user, understand what the user actually needs, and even lead to many brands and manufacturers behind the user.
Over the past decade or twenty years, the electronics industry has had new things every month, like the iPhone ... these things are constantly changing and improving. When you make progress to a certain level, you will encounter bottlenecks. Like Nokia , Nokia encountered bottlenecks under the circumstances at that time, and many companies also had no new tricks. Have these companies really solved the purpose of users? Actually, there isn't. So, Liao Weicheng and his partners decided to jump to some relatively unpopular industries, and to serve those people who are not valued so much by everyone, and resolutely switch to retail products that are closer to people.
Liao Weicheng believes that the electronics industry is the first industry for Chinese to adapt to global marketing . They want to use their experience in electronics and globalization to create our own brand in the medical industry. They first selected the US and European markets, and they put the US and European markets first. Of course, the competition there is the most intense and the most difficult place to challenge directly, and invested in all the leading American brands in the market. After a lot of effort and many setbacks, they founded their own brand - " Bracoo American Sports", which is sold online on Amazon and Walmart in the United States .
Liao Weicheng said that none of them were the problems encountered in the early stage of entrepreneurship. A few of them went to the United States to create a brand, with their own factories and sales channels; but when they went to the United States, they were completely facing a new market. When there is nothing at all, no one wants to sell their things. This is the first point; they were originally going to go to physical stores. That is, we need to sell and promote it in physical stores, and there are all kinds of difficulties. In the early stage of cross-border e-commerce, cross-border trade was done. This is from the brand from zero to there, there is no sales channel or physical sales channel, and I am willing to sell their things. When you go to any larger physical channel to talk about it, the other party will only ask one question, "I already have three or four brands on it, why should I sell your brand?" They encountered a difficulty that no one sold their things because the customers didn't know who they were? The brand has been created, but there is no channel or channel for brand awareness. That is, two of the most terrifying "three-no products" that everyone calls it. "Three no" means: "No product, no people, no funds." They have some funds invested in the early stage, but it is only enough for their entrepreneurship, and there is not much capital, and no one knows who they are? They don’t have brand awareness, so they are all kinds of difficulties for them. How do they want to sell this thing first at the lowest threshold? Six or seven years ago, they used e-commerce because the threshold was the lowest, and the United States was different from Asia and mainland China. The e-commerce in the United States was already very mature and the market was standardized. Next, they studied the e-commerce platform in the United States. Amazon accounts for the total sales in the United States, and retail platforms exceed 60% to 70% of the figure. So they started doing e-commerce in Amazon and started to sell things in cross-border e-commerce, but the second problem arises.
The second question is that Amazon is also a very mature market, and it is still a long-standing problem. What should I do if I don’t have brand awareness? How to let everyone know them and let terminal users know them? In the previous year, Liao Weicheng was depressed. He always hit a wall while joining the e-commerce online market and could not find a way out.
Return to the essence, service first
After the company was founded in November, the following November was one of the well-known festivals in the United States - Thanksgiving. They chatted during Thanksgiving dinner and suddenly an idea popped up: they have no way out! So I'd like to thank those users who have supported them before. They have done many activities this year, such as giving free samples, etc. So they have accumulated more than a thousand lists, including those who have used and heard of their products or left information to them, but this does not mean that customers agree with them. They immediately decided to return to their original intentions, online and physical. No matter what they were like, they had no way to make terminal users contact them. They also wanted to contact customers, so they wanted to think about what terminal users wanted to contact? How did you contact customers decades ago? In the early days, they used letters to return to the essence, and returned to the attitude and seriousness of the initial letters to the guests; they gave up emails and faxes, they gave up any thanks made by electronic media, and even allowed terminal users to hear their voices. On Thanksgiving, Liao Weicheng and his partners were in the office, and each person sent hundreds of signatures a day with their handwritten cards, sending more than 1,000 copies in total regardless of the cost, and stamp fees, to terminal users. As a result, in less than a week, they began to receive reply letters, with reply letters ranging from elderly and middle-aged, and fewer young people. They unexpectedly discovered that these people said they had not encountered such a touching thing for a long time, and some companies were willing to do such retro, and so thoughtful and unscientific things! In the coldest e-commerce environment, they are willing to serve their final customers in the most primitive way.
This service began to grow, and gradually the customers spread to each other; they suddenly became very popular on Amazon, and everyone's rumor about them was that this company was different. Many large companies call to ask customer service and leave messages on machine or an unknown work student or a customer service that has no experience just to make excuses and deal with customers. Liao Weicheng and the others answered the phone in person, and they answered the phone in person. The operators answered the phone and listened to the customer's voice. They responded to the customer themselves, and were willing to spend time for the customer to truly understand their needs. Later, they began to have their voices on their Facebook homepage and other places. It cannot be said that they can succeed by sending cards, because they found an opportunity point, which is the essence of " O2O "; they found it in " O20 " , the thing that everyone lacks most online and offline. Many companies use very scientific methods to serve terminal customers, but do terminal customers really need such scientific services? Or, we must use scientific methods to reduce our work to improve efficiency, which can get support from the public and obtain big data, or services, and tend to ignore a small number of people.
On the contrary, Liao Weicheng supported the most vulnerable groups and the voices of 20 or 30% ignored in the market. The Thanksgiving event that year was a good response, so they changed the way they used to send their actual products to the person who replied to them. The person who replied to him would also introduce himself how he knew them. They contacted the customers to understand their needs, and even understood what customers think about the products. In December, they did a bigger project: if any customer gives them a sample of the suggestions, they would modify them one by one, and then send them to the customers who interacted with them as gifts .
After real interaction with users, everyone felt different about "Benku Sports" . Some buyers even appeared and said, "I like your attitude, I like your feelings, I like your dreams, so I buy your things, but I don't need your things." They also encountered this in the early stages of business, but in fact, Liao Weicheng thought that he hoped that customers would need their things. But the customer said that this activity had received spiritual comfort and hoped to introduce the "Benku Sports" to those in need. They started to transfer it through this relationship, and finally let the public know about "Benku Sports" . From not selling one order in the first month to selling one order a week, selling 150 items a day, and finally creating the current one that is about 1,500 orders a day!
They found our true vision from it. At first, we changed from the electronics industry to the current industry, helping users to the people who have not been served in the market, so we created OK results and did a few things to create our own brands. We can still make a bloody road on Amazon’s very mature platform.
Find the right circle and get twice the result with half the effort
At present, "Benku Sports" has entered the domestic market, and its current cooperative customers are distributed in 5 continents and more than 30 countries. It has entered JD.com, Taobao, and Amazon, and also engaged in micro-businesses, and has taken physical channels to develop comprehensively in China.
The domestic market is becoming more mature, which is a crisis and an opportunity. Crisis is an opportunity. Before China, no one sold these things. One of the challenges they faced was how to make the concept of truly willing to serve users able to be conveyed to users. At present, it can be said that the road of micro-business is no longer there, and there is no way to send advertisements to the public. 5 or 6 years ago, we might be happy to receive an electronic advertisement and would use it, but now when we receive an advertisement, we directly block it into spam. So what they are eager to overcome is how to build this brand in China so that everyone can accept and recognize the brand, and even believe in their channels and services. This is the most rare thing. That is why Liao Weicheng found a way to join Laogao Crown Club, especially to find a cooperation between a group of like-minded brands with sellers with the same concept. The reason I chose to join Laogao Crown Club is because the brand has just been stationed in China. Through such an e-commerce circle, it has expanded its external contacts and obtained information channels, and gradually made its domestic market more open! Just as Lao Gao said, " It is a terrible thing to have no circles in the world! It doesn't matter who you are, what matters is who you are! This is the power of the circle! " Liao Weicheng, the Crown Regular Meeting on July 28, will start his speech. As a practical big shot, his theme is: "How to promote cross-border e-commerce through multiple channels." He is a successful senior cross-border e-commerce experience and integrates with members to achieve win-win results!
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