Laogao Cross-border E-commerce Club offline special training camp to help members lay out overseas markets

      From March 23 to 24, 2021, the Laogao Cross-border E-commerce Club held an offline special training camp in Shanghai. The theme of this special training camp is "Focus on business points and work together to sell cross-border". This is also the first event of the Laogao Cross-border E-commerce Club at the beginning of the year. It is mainly to help the members of the Laogao Cross-border E-commerce Club so that they can better deploy cross-border e-commerce and make their business overseas more smoothly.

1. Weight guests advise on Amazon store operation

      The two-day offline training camp invited a total of 12 guests, making this offline training camp full of practical information, covering the in-depth analysis of Amazon's front-end features, the three-part cross-border e-commerce store opening, how to achieve a breakthrough from 0 to 1, the traffic diversion, advertising and delivery strategies of the details page, as well as FBA topics, logistics reserves and other related knowledge.

      The guest invited on the first morning was Allen, the founding member of Laogao Cross-border E-commerce Club, and is also the leading seller in Amazon's home, fitness, and outdoor categories. He is familiar with Amazon's rules, has good risk control and strategic planning capabilities, and has branches in Shanghai, Shenzhen and Yiwu.

      The theme shared by Allen is "Analysis Methods and Key Points of Amazon Store Product Selection Through Data". He focused on sharing Amazon Store Product Selection. In his opinion, Amazon's product selection ideas can be divided into 8 types, namely the number of comments, search results, advertising bidding, traffic and trends, profit margin, patents, category data, and supply chain.

      In addition, Allen also shared the factors that need to be examined for Amazon's successful product selection. First, there is profit, second, there is conversion, the third is buyer's voice, quality feedback, the fourth is return rate, and the fifth is the output ratio of advertising input.

2. How to achieve safety and compliance with cross-border e-commerce funds

      After learning about Amazon’s product selection, the first afternoon mainly focused on trademark registration, intellectual property rights, cross-border payment and bill collection of cross-border e-commerce products. The first guest to share is Cai Wei, account manager of PingPong Hangzhou headquarters. PingPong is an emerging force in cross-border payments around the world. Cai Wei believes that innovative financial supply chain products use future capital flows to expand today's business and create a better future.

      The second guest to share was Zhang Yunxia, ​​the manager of Qizhen’s foreign-related business department and gold medal lecturer in trademark training. She focused on sharing the basic knowledge of cross-border e-commerce intellectual property rights, as well as some common problems in practice. Zhang Yunxia told members of Laogao Cross-border E-commerce Club that there are three principles for restrictions on cross-border e-commerce trademarks. The first is that trademark protection is regional, and Chinese trademarks are not protected in the United States; the second is who registers first and whom is who; the third is that others can no longer register the same or similar trademarks on similar goods and services.

      The third guest to share is Zhan Jikun, BD director of Lianlian Payment, who once served as the head of Standard Chartered Bank and Internet digital e-commerce projects. What he shared was "The ultimate experience of cross-border collection and collection", which talked about issues such as fund safety and compliance, cost control at different levels, and corporate financing and loans, which triggered active interactions among on-site members and conducted half an hour of on-site Q&A.

How to open a store on Amazon with 3.0 basic sellers

      The theme of the second day of the offline special training camp of Laogao Cross-border E-commerce Club is more focused, mainly focusing on Amazon's store opening and operation. In order to help members do a good job in cross-border e-commerce, according to the different progress of members, Laogao Cross-border E-commerce Club divides the content into two different venues. The first venue focuses on explaining "How sellers with 0 basics open stores on Amazon", and the second venue focuses on explaining "Amazon store operations: logistics, traffic diversion, and details pages".

      For sellers who are just preparing to plan for cross-border e-commerce, the prerequisite for doing a good job in Amazon is to understand Amazon first, so that they can know themselves and their enemies and fight to the death. To this end, Laogao Cross-border E-commerce Club invited the person in charge of Amazon's global store opening customer expansion in East China, as well as the Amazon's enterprise purchasing customer expansion operation manager, and introduced Amazon's basic concepts, business characteristics, cross-border business models, 17 major global sites and choices, corporate purchasing models, etc.

      The person in charge of Amazon's global store opening and expansion of major customers in East China believes that first of all, Amazon is an incremental market, and once the market and brand are opened, the profit will be higher; secondly, if the product quality is good, Amazon will be easier to do than domestic e-commerce; finally, opening an Amazon store does not invest much in the platform in the early stage, and the supply chain requirements will be relatively high. Therefore, for sellers who want to transform into cross-border e-commerce, if you meet these three points, it is better to plan cross-border e-commerce sooner rather than later.

      Amazon's major enterprise purchasing customer expansion operation manager focused on explaining Amazon's 17 major sites around the world (including newly opened Poland). Consumers in European and American countries are relatively mature, and this market is favored by many Chinese sellers. He introduced the consumer situation in Amazon's US market. Amazon's e-commerce sales accounted for 28%, the traffic of the Top 10 popular websites accounted for 54.1%, and the middle-class families purchased prime members reached 75%.

      "Good, money, and store preparation" is the most important part of cross-border e-commerce, and it is also the three most concerned issues domestic e-commerce sellers are. Therefore, Laogao Cross-border E-commerce Club invited guests to provide exclusive sharing with members from these three aspects. In terms of goods, it mainly explains the basic ideas of product selection, product selection tools, cost methods, and logistics selection; in terms of money, it mainly explains the methods, processes, precautions, etc. of cross-border payment collection; in terms of store opening, it mainly explains the overseas trademark registration process and qualifications, and the reasonable stocking after the new product is put on the shelves.

4. How to run an Amazon store

      For cross-border e-commerce sellers who have completed their initial layout, what they are most concerned about is the construction and optimization of the details page, how to divert traffic, how to choose logistics, etc. Therefore, the Laogao Cross-border E-commerce Special Training Camp has set up venue two to share around these.

      Amazon Global Store Opening Training Manager focused on explaining the key factors of high-quality details pages, the picture optimization guide for the details page, the key points optimization guide for the title and five elements, and the A+ page. Amazon Global Store Opening Training Manager said that many cross-border e-commerce novices are hesitating and don’t know which part of the content to be filled in for Listing. The answer is all, all the words on Listing are search objects, so you must fill in each one carefully. Such detailed content made the members present feel full of experience and gained knowledge about how to optimize their own details page.

      Whether it is domestic e-commerce or cross-border e-commerce, traffic is the mainstay. Therefore, how to attract traffic from cross-border e-commerce is also a concern for sellers. Amazon Global Store Opening Training Manager told the members participating in the conference that "product promotion" is an advertising form that uses keywords or products to match user searches, and accurately displays products on Amazon, and charges fees based on the actual number of clicks. Because it is close to the decision-making terminal for consumers to purchase, it is easier to improve sales opportunities.

      Amazon's advertising is different from that of domestic e-commerce. It does not adopt price wars, but focuses on products as the king. Amazon pays great attention to consumer experience and product quality. Therefore, Amazon's delivery has a basic logic, which is to choose the right product (advertising products) + find the right person (targeting customers) + talk about conversations (advertising settings) based on your advertising goals.

      The early product selection, details page, and traffic diversion have been done, and there is another last link, that is logistics. In this regard, the channel manager of Amazon's global logistics team explained the advantages of the self-delivery operation model. You can try new product selection first, and then transfer to FBA after sales are good. This can control costs well, the space for product selection is large enough, and the operation steps are relatively simple.

      The offline training camp of Laogao cross-border e-commerce came to an end with the interactive Q&A between members and the sharing guests. During the two days of study, many members learned the strategy of product selection, had a clearer understanding of cross-border e-commerce, had more confidence in operating Amazon stores, and were more confident in doing a good job in cross-border e-commerce.