In 20 18, due to the explosive sale of a mobile phone in the cross-border market, three science and engineering men unexpectedly joined hands to start a cross-border e-commerce business. They focus on the Southeast Asian market and the local pilot e-commerce platform Shopee, and gradually grow from small white sellers to preferred sellers and mall sellers. At the same time, with the spirit of loving thinking and active research, they have formed a unique methodology in product research and selection, brand operation and promotion, and opened up a gold rush lane for brands to go out to sea quickly. Therefore, they were promoted to the first batch of official operation service providers of Shopee platform.
On this track, they have empowered more than 10 brands to rise rapidly, including many high-priced brands and well-known domestic brands.
Under the strong fission, more brands will gradually rise from their hands in the future. ...
Understanding cross-border e-commerce originated from an explosion. Wang Guang, one of the founders, recalled: "In the early days, the three of us were engaged in mobile phone research and development in the same company. At that time, one of the company's mobile phones became a cross-border explosion and sold hundreds of thousands of units, far exceeding the sales performance of offline stores. Let us be very shocked. " Based on this, three people who felt the explosive power of cross-border e-commerce, with excellent R&D technology and full of entrepreneurial enthusiasm, formally registered and established Shanghai Yaogui E-commerce Co., Ltd. in March 20 18.
Clarify the cross-border battlefield, which side should we force? Like other sellers, Wang Guang actively obtains industry information and potential business opportunities through cross-border forums, Hugo cross-border and experience sharing among sellers. When they found that all business opportunities pointed to the Southeast Asian market and Shopee platform at the same time, the three men did not hesitate to start preparations for opening a store and decided to March. Facts have proved that their choice is correct. Even if you can only use your spare time outside of work to run the store at first, the first shop order for high-priced goods will be realized in less than three days.
However, as Shopee shops gradually got on the right track, Wang Guang at that time was faced with another choice. "In fact, shortly after Shopee's store was on the right track, I received an offer from a listed company's director level and an offer from the factory management. I also struggled for a few days, thinking about whether to stop now, reduce the cost of trial and error and return to the workplace. After all, at that time, I couldn't guarantee that I would succeed, and the future was still full of uncertainty, "Wang Guang sighed. "But then I was full of enthusiasm and felt that since the store had stabilized, could I try again and see how far this road can go? So I turned down two offer and concentrated on running the Shopee store. "
As a cross-border white monk, I have no clue in the face of complex choices: "In the beginning, I actually had a little knowledge of cross-border e-commerce and often chose products by feeling. We believe that China has a good industrial foundation and is a big manufacturing country, so we decided to test the water products in the form of' grocery store' in the early stage; After a while, from the feedback of the market and buyers, we found that it was actually very difficult to deeply cultivate groceries in the market, so in September of 20 18, we decided to adjust our choice direction to the boutique category, focusing on 3C products. "
The boutique layout in the past year has received rich returns, which makes the three people more sure of the profit point of Shopee platform. After their efforts were fruitful, they began to try to negotiate the agency rights of some other brands and seek more diversified development.
Different from the category that was biased towards meeting men's needs before, 20 19, they focused on the category of women's accessories.
Wang Guang said that they hope to find products that meet the needs of the Southeast Asian market. These products are highly accepted by local consumers and have a high repurchase rate. Therefore, they decided to pay attention to price, brand and product style from consumers' shopping preferences.
Around the core factor of price, the three tried brand products with high customer unit price and low customer unit price, and the result was a win-win situation. In a short period of time, the outstanding performance of the brand attracted the attention of Shopee account manager, and the brand supported by Wang Guang's team was invited to join the brand mall Shopee Mall, which won the love of more Southeast Asian consumers with high-quality products.
"The review process of Shopee Mall is very fast. After joining, the platform has also provided us with some resources, and the product exposure and brand awareness have been significantly improved. At the same time, relying on the strong endorsement of the brand mall, consumers also trust us more. In the past few months, the monthly growth rate of Indonesia and Vietnam sites has reached more than 30%. " Wang Guang introduced.
After several months of category shaping, reasonable product selection, refined operation and brand blessing of Shopee Mall, Wang Guang realized the replicability of this model. Just when they expected to try to empower more brands to go to Southeast Asia as a third party, in June 2020, Shopee launched the Shopee official partner certification program in due course, which attracted their attention. It became an instant hit, and Yao Gui became one of the first three officially certified agent operators of Shopee.
When talking about the opportunity to develop brand operation, Wang Guang frankly talked about the experience of the founding team: "Although we have 10 years of mobile phone research and development technology, social circle precipitation, supply chain resources, etc. If we really want to produce and sell 0-/kloc-0-products, we not only need to invest a lot of manpower and material resources, but also do not have the strength to resist R&D risks. Lenovo's domestic e-commerce environment has successfully hatched a complete and streamlined brand operation link. We began to consider whether we can capture the profit appreciation space of the brand in the form of brand authorization or agency. "
China brand lacks local operation experience in Southeast Asia, and is in urgent need of professional support, while Wang Guang's team has such operational strength. At the same time, relying on Shopee's one-stop cross-border seller solution, they can provide all-round hosting services for China brands interested in going to Southeast Asia, including initial store opening, pre-sales and after-sales, warehousing and logistics docking, daily operation management and marketing promotion. Shopee platform will also hold regular training communication meetings with official operation service providers, adjust brand strategy in time, and let them know the local market more clearly, which will break out in Southeast Asia.
Empathy is Wang Guang's answer to the advantages of performance operation. "The roads that small and medium-sized sellers have traveled, and the roads that brand mall sellers have traveled, we have all traveled. Now we have accumulated a complete set of empirical methods, which is a model that most brands can directly apply and can help them avoid many problems. " When asked what kind of brands they want to cooperate with, Wang Guang said bluntly that they don't need to be famous. They still hope to find brands that are truly down-to-earth and highly cooperative, and can trust each other on the premise of win-win cooperation. Sometimes, they even choose to invest 20-30% of the profits that service providers should get in brand promotion for free, just to push the brand to the sea faster, enhance brand awareness, and really help the brand approach Southeast Asia and enter the hearts of consumers.
In daily life, perhaps we have all been asked such a question: "When is the best time for a brand to go out to sea?" Wang Guang's answer is simple. This brand is the best at present.
Under the background of European and American markets during the epidemic, Southeast Asia showed a brand-new blue ocean style, whether it was the sales volume of existing sellers at sunrise or the huge consumption potential of Southeast Asian markets ... These cases and data proved the powerful explosive power of Southeast Asian markets. Southeast Asia is not what it was ten years ago. Even in recent years, with the development of mobile digitalization and Internet, the market in Southeast Asia has undergone great changes.
For example, Wang Guang said, "First of all, the cost and method of promotion ten years ago were completely different from today. Ten years ago, if you wanted to enter the Southeast Asian market, perhaps the brand could only invest in some star advertisements, outdoor advertisements or push advertisements. But now, e-commerce in Southeast Asia is just emerging. Because the economy of media and network celebrities makes the promotion cost lower, under the same marketing effect, the overseas promotion cost may only be110 of the domestic promotion cost. If the seller does not settle in now, the entry threshold and input cost in the future may need more; Secondly, overseas consumers, except some China people, basically have no idea about domestic brands. Consumers often have the principle that "whoever comes to the market first, I know who first". If the quality is good, the impression of the brand will naturally arise. In this case, if domestic big brands choose to go to sea after three years, they may only become' third-line brands' in Southeast Asia, while those' small brands' in Yiwu who have a keen sense of smell and go out earlier. Perhaps it is because it took the lead in grasping the minds of consumers and became a local first-line brand. "
After solving the problem of channel laying and the timing of going to sea, we will discuss the topic that sellers are concerned about and easy to misunderstand: Is there no market for products with high customer price in Southeast Asia?
In fact, judging from Yao Gui's practice in Shopee Mall, the answer is no, which can also be proved by the increase of several large-scale explosion promotion orders in the second half of last year.
"The high unit price of customers is not unsold. The customer unit price of our agent brand is three times higher than the average customer unit price of the platform, but we can still keep the order and the sales volume is not bad, "Wang Guang went on to say. "In fact, the market consumption in various countries will definitely be graded, and there will definitely be more consumers with low prices, but people who buy high customer prices and pursue quality of life will also occupy a corresponding proportion."
"So, taking live broadcast with goods as an example, according to people with different demand levels, the benefits of high-priced products are not necessarily worse than those of low-priced products. Things always have two sides. Although high-priced and high-profit products cannot compete with low-priced products in sales figures, they can occupy an advantage in total sales, profits and after-sales labor costs. This is also the reason why many products with high unit price and high profit exist. On the other hand, due to the high time cost of people with high consumption capacity and relatively few people watching live broadcasts, how to improve the conversion rate of live broadcasts under limited volume is the main problem faced by high-customer unit price brands. "
Therefore, Wang Guang reminds customers that brands with high unit prices should pay attention to the following matters:
Cost-effectiveness: this is the first and most important point. The product quality should be guaranteed and conform to the fact of unit price;
Get rid of low-price competition: the best way is to beautify and optimize the description, pictures and advertisements of the whole product at a high level;
Get rid of vicious competition: taking Shopee as an example. If a brand wants to jump out of the circle of low-price competition, it can choose to be product-oriented, consolidate its brand competitiveness and quickly enter the official mall.
In Wang Guang's view, to make high-quality products, it is absolutely not only the high price, but also the products themselves. When the seller has accumulated enough favorable comments, these favorable comments may also attract the attention of consumers who originally belonged to low customer unit price. Even if the product price may be more expensive, it may cost half a month's salary, but because the product life cycle is longer and the quality is better, they will have such a willingness to try.
It is just the right time for the brand to go out to sea. No matter whether the operation is insufficient or the resources are limited, as long as the brand has a vision and is willing to dig deep, it will certainly gain a full list from the experience of going out to Southeast Asia!
(Text/Hugo Cross-border Clock)
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