Big Sellers Are Vying For Layout, And This Channel Has Become A New Outlet

Since the beginning of this year, the word most mentioned by sellers is the difference in order volume. The most direct impact on sellers is the decline in order volume and the halving of order volume. Looking back on the situation in 2022, many sellers say that the past two years have been a waste of time. Busy work. But the reality is not like this. While sticking to Amazon, many sellers have also developed multiple growth curves, which ultimately drive the growth of overall performance. Among them are the well-known big sellers Anke and Zebao.

Order volume cut in half, sellers open up a new growth curve

"The order volume keeps falling again and again, and I don't want to open the backend anymore," a seller said. Although the first quarter of each year is not the peak season, many sellers did not expect that this year’s order volume would be so ugly. There were only a few pitiful orders every day. The order volume was cut in half, which is considered good. There are also many sellers whose order volume is only what it used to be. One to two percent.

Looking back at the situation in 2022, the same is true for sellers. A large number of sellers reported that the order volume in the peak season was not strong, and the order volume in the off-season was particularly bleak compared to the past. The interest rates of some companies were under continuous pressure. At that time, most sellers were busy clearing inventory, and some even posted on Weibo asking for help: "Does anyone have a way to sell goods in dozens of cabinets at low prices in offline supermarkets in the United States?"

While sellers are busy clearing inventory, it also brings about a series of chain effects. The price of inventory disposal is extremely low, only 5%-10% of the selling price, which is quite painful for sellers; sellers suppress a large amount of inventory, resulting in cash flow Restricted, the company's liquidity is extremely low.

Under pressure from multiple factors, the performance forecasts of some sellers are not good-looking. However, there are also a group of sellers who, in order to get rid of their dependence on Amazon, have already started multi-channel operations and achieved good results. One of these channels is independent websites.

At present, among domestic listed companies, Lege and Anke laid out independent stations relatively early. For Lege, independent stations are already a relatively important channel and growth curve for the company. In 2021, Lege’s independent station revenue reached 527 million yuan, accounting for 18.35% of the total revenue, with nearly 250,000 purchasing users. As far as Anke is concerned, its independent station business sales in 2021 reached 390 million yuan, a year-on-year increase of 83.57%.

More cross-border sellers strengthened the layout of independent websites after Amazon blocked their accounts. For example, we are familiar with Tongtuo Technology, Aoji and Zebao. They all started the transformation path after Amazon blocked their accounts and put independent stations on the market. In a more important position to reduce dependence on the Amazon platform.

Zebao achieved good results after adding the independent station. The 2021 annual report data shows that the revenue of Zebao’s self-operated independent station is 119 million yuan, a year-on-year increase of 101.06%. At the same time, the number of registered users of Zebao’s independent stations is also increasing, and its independent stations of major brands such as RAVPower, Taotronics, and VAVA are all active.

But for big sellers, the layout of independent websites is only one part of their performance growth curve. They have deeper considerations about the future: it is difficult to operate independent websites, and not all cross-border e-commerce independent website businesses can achieve sustained growth. Therefore, in addition to diversifying their deployment of third-party platforms, they are also accelerating their deployment of offline channels.

Offline "counterattack", a large number of sellers outperformed their opponents

Including some of the big sellers we are familiar with, such as Anke, Zebao, Bestek, Aoji, Tongtuo, etc., are diversifying the focus of their business and increasing the layout of overseas offline channels.

Taking Anker as an example, its offline channels mainly target global retail stores and regional large-scale retail stores, such as Walmart, Target, and Best Buy. Anker currently cooperates with more than 40,000 retail stores worldwide, covering many countries and regions including North America and Europe. In the first half of 2022, Anker's offline channel revenue was 2.099 billion yuan, a year-on-year increase of 12.39%.

Zebao, on the other hand, mainly sells the company's products offline through channels such as Best Buy, SoftBank, Costco and other large chain supermarkets, regional distributors, etc. In 2021, Zebao's offline operating income was 390 million yuan, which was 20% higher than 2020's. 100 million yuan, a year-on-year increase of 99.37%.

It is undeniable that overseas offline markets are indeed a huge growth space for cross-border e-commerce sellers. Earlier data showed that the penetration rate of online markets in overseas countries such as the United States and Germany is about 20%, and it is lower in other regions. This means that the proportion of online and offline consumption in the United States and other regions is about 2:8.

In addition, for sellers, the combination of online and offline is more beneficial to the development of their brand. Although online consumption is highly developed, offline high-end stores still have incomparable advantages. The brand characteristics and brand stories presented by offline stores are more likely to resonate with consumers, and consumers trust offline brand stores. higher than online.

However, it is not easy for sellers to enter offline supermarkets in the United States, because offline supermarkets in the United States are mostly invitation-based, and the expansion cycle of sellers is relatively long. Before sellers can settle in, they need to spend a lot of time and effort. cost.

Therefore, when sellers develop offline markets, a capable assistant is particularly important. The editor learned that many sellers frequently mentioned a global commercial retail service platform called Geotailer. They have had successful experience in helping baby food brands, medical device brands, etc. to deploy offline channels.

Take the medical device brand HEYPEX as an example. With the help of Geotailer, in just three months, Heypex had 8 SKUs in Walmart, with sales exceeding US$300 million, and total sales in the later period reached US$600 million.

It is reported that Geotailer helped Heypex expand offline channels and took several key steps to enhance brand influence. First of all, Geotailer completed the brand development and sales of Heypex within one month; secondly, Geotailer will also be responsible for related product development, research and packaging design; finally, they will also comprehensively manage the brand from purchase to distribution to all supermarkets. The main distribution center can be said to be a one-stop service.

Compared with other platforms, Geotailer's services are not single, but provide a full range of services for sellers. These services include supply chain management, sales plan customization, packaging design, product design and development, logistics and warehousing, and supermarket in-store services. , purchase order financing and inventory management, etc., it truly achieves all-round resource integration and opens up offline channels for sellers in one stop. Of course, if a seller wants to develop a localized marketing strategy that suits the market, Geotailer can also provide customized services.

If there are sellers who want to join Geotailer and expand offline sales channels, you can click on the QR code below or read the original text at the end of the article to fill in the registration information. The registration information includes personal information and company information. Personal information includes name and contact information; company The information includes the company name, product categories on sale, brand details, willingness to expand offline channels, as well as the budget for channel expansion and expected promotion effects.

After the information is submitted to the platform, Geotailer will conduct a preliminary evaluation of your information. If you pass the preliminary evaluation, the platform will contact you.