In previous years, the "Black Five Network One" has become a feast for cross-border sellers to "show their muscles", "clear inventory" and "impulse sales". Sellers who frequently blew up orders have put this foreign "Double 11" on the "altar".
This year's "Black Friday Network One" came to an end with the beginning of December, and the report card of cross-border e-commerce can be said to be "unusual"...
The growth rate of Black Friday Network slows down
As one of the most lively promotional festivals in the United States, Black Friday will attract many consumers who are looking forward to it through various tempting discounts and benefits. However, the overall Black Friday sales in the United States this year only reached 8.9 billion, lower than the record of $9 billion in 2020.
According to Adobe, this year marks the first time in history that Black Friday's online sales have seen negative growth.
Net1, which is also a big promotion festival, has slowed significantly this year's sales growth, with online sales reaching US$10.7 billion, a year-on-year decrease of 1.4% . This is the first time that Adobe Analytics has recorded a slowdown in consumption during this major online shopping day nine years ago.
On earlier Thanksgiving Day, consumers spent $5.1 billion online, the same as the same period last year.
In addition, during the Black Friday, the number of visitors in physical stores increased, but compared with the level before the epidemic in 2019, the number of visits this year still fell by 28.3%.
The big promotion festival becomes the big promotion season
It seems that the highlights of the entire promotion are mediocre, and it is not an exaggeration to say that it is mediocre, but in fact it is not.
Due to supply chain obstacles, this Black Friday, like domestic Double 11, has lengthened the shopping festival cycle. Many mainstream cross-border platforms fired the first "gun" of Black Friday marketing from October to early November, extending the entire shopping week into the shopping season.
From November 1 to Cyber Monday, sales of U.S. online retailers totaled $109.8 billion, up 11.9% year-on-year, with 22 days of daily sales exceeding $3 billion, compared with nine days last year.
At the same time, Adobe Analytics predicts that from November 1 to December 31, US consumers will spend $207 billion online, a year-on-year increase of 10%, which will also be a record growth data.
The lengthening of the cycle means that people no longer need to rush to buy goods in specific time periods. Shopping in advance or off-peak has become the main consumption habit this year, and it has also made Black Friday Network, which should have been crowded with markets, deliver a "unusual" answer.
"Top students" in slowing down the environment
Faced with the slowdown in the overall environment, many "top students" still face difficulties.
Shopify set a new record for Black Friday sales in this year's Black Friday sales , with sales of more than 1.7 million small businesses and direct-to-consumer brands around the world totaling nearly US$2.9 billion, a year-on-year increase of 21%.
The largest shopping locations include London, New York and Los Angeles; the most popular product categories: clothing and accessories, followed by health and beauty and home and gardening; the average shopping cart price: $101.20, up from $90.70 last year’s Black Friday;
It is worth mentioning that Shopify's global seller cross-border orders account for 15% of the total orders in this Black Friday!
As a mainstream cross-border e-commerceAlthough Amazon, the platform has not announced sales during the big sale, its official senior executives said in an interview with the media: The rising inflation has not dragged down consumer spending at present, and Amazon's sales on "Black Friday" this year broke the record.
In addition, according to official Amazon data, since October this year, the Amazon platform has delivered more than billions of packages to consumers around the world! Furniture, toys and clothing became the world's best-selling category during the first period of Black Friday.
In addition, the number of orders on the mainstream Russian e-commerce platform Ozon has increased by 5 times compared with last year; sales on that day increased by 4 times compared with last year, reaching 5 billion rubles (about 4.2 billion yuan).
Black Friday Network 1: Chinese sellers achieve success
Behind the repeated record-breaking of mainstream cross-border e-commerce platforms, the support of cross-border sellers is inevitable.
It is reported that 50% of Amazon's Black Friday sales come from third-party sellers around the world, including many Chinese sellers.
Anntrue, a brand under Yijialai Technology, achieved remarkable results in Black Friday No. 1 Middle School this year, with its Japanese team growing by 248% year-on-year and American team growing by 125% year-on-year.
Shangbai Global's home textile brand [Bedsure] exceeded US$5.4756 million during this year's Black Friday, a year-on-year increase of 42.5%.
Lehang Technology's brand [Lefant] grew sales at its European, American and Japanese sites by 200%, setting a record high.
Xinhe Industrial, which mainly engages in sports products such as yoga mats and dumbbells, has sold 8 times the sales of its main products during this year's Black Friday;
In addition, Ecovacs, which mainly engages in sweeping robots, has formulated a comprehensive strategy for Black Friday and has laid out emerging sites such as Australia, India, and the Middle East in advance. The overall sales have also increased significantly compared with last year.
Guided by the domestic policy of "expanding imports and promoting balanced trade development", cross-border e-commerce plays an important role and is also an unstoppable future trend. I believe that more "going overseas" brands will achieve good results in the future.
Now, Black Friday Network has come to an end, and the Christmas promotion is approaching. The subsequent marketing nodes have put a lot of pressure on many cross-border sellers. How to come up with a satisfactory answer while extending the marketing period is bound to be the "ittingle" in the heart of every cross-border seller.
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