Ma Yuhang, head of industrial development of AliExpress Spain, said that there are 74.5 million e-commerce users in West France, accounting for 66% of the total population, and the overall per capita consumption expenditure in the EU is $6.5438+0.6 million. Another data also proves the huge per capita spending power of Spain and France. China's total exports to the EU reached US$ 700.8 billion, up by 30.8% year-on-year, while the main countries, Spain and France, increased by 3 1.3% and 24.3% respectively. The conclusion is that the whole European market represented by western France is not only large in scale, fast in growth, but also low in penetration.
Let's take a look at the position of AliExpress in the local market. In Spain and France, for example, the overall brand awareness of AliExpress reached 70% and 90% in the local market, and the monthly active visitors reached 38 million and 28 million, ranking second among shopping apps. At the same time, the number of cross-border parcels ranked first, and the overall order penetration rate reached more than 55% on 10.
Ma Yuhang restored the achievements made by AliExpress in the e-commerce market in western France in the past year, and looked forward to the layout direction in 2022, making suggestions for the majority of businesses.
AliExpress achieved the following five dimensions at 202 1:
1. Localization compliance: From July 20265438 to July+February 2065438, AliExpress successfully landed three compliance projects: VAT, EPR environmental recovery fee and EU ce certification. Strengthen the platform's foreign exchange collection capacity, stabilize the compliance operation area, and help the business develop in Europe in compliance and stability.
Second, localization performance: AliExpress logistics infrastructure continued to increase investment, achieving 4,000 self-promotion points. At the same time, the original trunk charter flights increased from 4 flights per week to 18 flights, the penetration rate of cross-border orders reached 60%, and the light and small parts were merged into 15 days by 35%, and the cross-border optimal warehouse orders achieved a significant growth trend. More than 60% of orders will achieve a performance experience of 3- 10 days.
Third, localization ecology: In the past year, AliExpress has achieved a richer local ecology, helping businesses reach users through all channels such as compliance agency, media cooperation, localization translation, after-sales maintenance, TP service and offline stores. To make the local cooperation ecology more sound.
4. All-media matrix: Last year, we cooperated with 17 super brands, and all of them achieved over 1 0 million exposure in the station and over10 million exposure outside the station. Based on these actions, we have helped the explosive growth of top and cutting-edge brands in Europe.
Verb (verb's abbreviation) User's market scale investment: 90% brand recognition greatly enhances the user's purchase recognition.
Global AliExpress e-commerce market layout and strategic play in 2022
First, the warehouse is safe.
AliExpress has a first-class logistics infrastructure. Taking cross-border direct delivery as an example, the overall infrastructure will add more than 65,438+00 distribution centers to increase the overall flight frequency. Cross-border 10 will mainly promote this single business, of which 10 will be compensated, and the spot online rate will be 80% for 48 hours.
At the same time, we will enrich the existing logistics model, increase the number of self-promotion points from 4000 to more than 20000, give more pricing differentiation on the basis of the existing logistics model, and improve the core competitiveness of the overall logistics template. In terms of local warehousing, it pays more attention to catching up with FBA service level, including but not limited to improving the service ability and timeliness of merchants, and providing merchants with more competitive logistics quotation schemes in the market, thus achieving better quality improvement of the overall local warehousing.
In addition, logistics rights and interests will be further blessed.
The first is the core area of overseas warehouses. For example, Madrid, Spain and Paris, France will make the timeliness of logistics distribution in these core areas more convenient, even within one day. At the same time, in order to make the whole overseas warehouse and consumers' minds land faster, the platform will also provide different subsidy schemes to let consumers perceive logistics efficiency faster;
Two, the preferred warehouse to maintain 30 days rent-free service. On the premise of evaluating the original protection policy of logistics full custody merchants, the platform will also implement preferential activities for some KA merchants to further ensure that sellers enjoy more policy support on different routes;
The third is to ensure timeliness. On the 3rd, 5th and 7th, the company will conduct transparent bidding at the front desk, including the goods with combined orders, to ensure that the goods with clear logistics timeliness are supported by more front desk traffic resources.
The fourth is the postage products. Still keep the foreground transparent and enjoy the global traffic tilt. At the same time, you can also participate in some national marketing activities and shopping guides. , and strive to help sellers enjoy more logistics rights.
Second, the certainty of investment.
1, marketing. Major promotion, performance IP and brands will define the corresponding national top-level allocation resource threshold, so that businesses can evaluate all the precise guarantees in a straight line when considering investment.
2. Social content. The platform will open all official KOL live broadcast numbers and social media, clarify cooperation standards, and make every effort to help businesses reach more and enjoy 42 million fan resource packages.
3. Commercial traffic. The platform will focus on supporting 100 merchants to accurately launch 200 core local channels to help merchants obtain more commercial traffic on the basis of existing traffic.
4. Targeted subsidies for head goods. The goal is to hatch 65,438+00,000 potential parcels and provide deterministic traffic, thus ensuring that all traffic in the world can be delivered more accurately.
Third, the perfect ecology.
AliExpress will fully open all ecosystems built on the original basis, and further help businesses to promote localization channels. Including more than 65,438+0,000 media, more than 90% of e-commerce users reach, and media such as shopping guides and content groups will get more business needs from European businesses, further realizing price competitiveness, brand competitiveness and product competitiveness.
At the same time, the platform will also open the online celebrity community matrix. There are 6500 online celebrities, KOL communities, live broadcasts with exposure frequency exceeding1300 million, and cooperative social promotion exceeding 1200 KA. Under such a matrix, businesses that achieve full coverage will show their due competitiveness in the global market and make China brands spread all over the global market.
Fourth, the richness of goods.
On the one hand, subdivide the demand market. Including localization mining-driven, scene-driven, supply-advantage-driven, and epidemic-driven at home, to promote greater growth space in various segments;
On the other hand, the public needs the market. The platform will complete more deterministic traffic based on the needs of brands, and it will also be driven by refined styles, such as social and crowd-driven stylized products.
In 2022, AliExpress will continue to enrich its products, giving more market demand, mass market demand and corresponding business cooperation to sub-sectors. Based on the year-round marketing rhythm of western countries and France, all kinds of goods from different countries are integrated with holiday scenes, so as to achieve better communication and expression with local consumers.
Three guiding principles for business growth in Europe
In order to help merchants advance to regional million-dollar clubs, AliExpress has set up1million-dollar stores and 20 million-dollar stores, adding 100 sub-categories, with the growth rate exceeding 100%, which helps the platform merchants of the long-tail category to develop better.
First, basic ability.
In terms of the basic capabilities of merchants, including localization capabilities, timeliness protection and basic services. Merchants need to pay attention to the value-added tax policies they like to find, and at the same time make effective matching according to the service plans provided by the state, including but not limited to after-sales maintenance and return. In addition, in the process of operating in western France, businesses need to pay attention to improving the ability of localized languages. Most consumers in Spain and France have relatively low recognition of English. If English is widely used on the details page, it is likely to hinder the information transmission and output of the whole goods and brands.
In terms of timeliness guarantee, it is divided into 3C household appliances, which are mainly operated in depth through overseas warehouses; For home standard products, time-limited control operation is carried out by optimizing the warehouse; The standard product mainly based on clothing is cross-border order. These three scenarios are based on the quota guarantee, and at the same time, combined with front-office operations and policies and regulations to promote the overall business.
In terms of basic services, 48-hour delivery is realized, and NR and DSR meet the platform-level and post-delivery business services.
Second, steady growth.
After meeting the basic ability, businesses need to make targeted choices based on the existing differentiated national needs if they want to achieve rapid growth in the whole country. Referring to the backstage "hot search by country" of merchants, the national station will launch local information and commodity demand from time to time, giving merchants more reference and suggestions.
In terms of stabilizing the supply of goods, you can see the overall sales and stocking turnover of core goods in the corresponding countries by entering the backstage "supply chain collaboration platform" of merchants. At the same time, the platform will further provide the weight and overall guarantee of stable supply.
On the whole, we need to make positioning settings according to different countries and recommend state price for a product. Try to set your own daily sales price, daily activity price and big bid in a single country, so as to ensure the overall daily sales level and the explosive force of big promotion, and then support the rapid growth of stores.
Third, seize the opportunity.
On the one hand, it lies in ecological relay. In 2022, AliExpress will open its ecology to merchants, and brands can gradually develop their own brand power and expand their own brands and brand groups with the help of the overall ecological strength of Western France.
On the other hand, in terms of "new" power, it includes new categories, new brands, new styles and new commodities. When merchants can provide similar new impetus, China Station will be more willing to provide corresponding resources and solutions to meet the needs of consumers.
(Source: AliExpress Training Camp)
"、" force_purephv":"0 "、" gnid":"993e728 138bc465eb "、" img_data":[{"flag":2、" img":[{"desc ":"、" height":"2322 "、" title ":"、" URL ":"/t 0 / Kloc-0/3 efb 0 FD 79d 3 f 7 ea 7. jpg ","width":"45 14"}, {"desc ":","Height-At the beginning of 2020, the author bought some US dollars to travel abroad. The lowest price is in 6.7 yuan, and the highest price is also in 6.9 yuan. At the peak, the dollar reached 7.2 yuan against RMB. With the trend of the Federal Reserve's unlimited easing policy after the outbreak of the epidemic, the epidemic almost destroyed the real economy of the US dollar. ...
Can a dollar rise to seven dollars? The central parity of RMB was raised for four consecutive days. After recovering the 6.7 mark, many parties pressed the Asian plate step by step. Offshore RMB surged back, up 23 points, and now it is reported at 6.6589. The cross-strait price difference is 49 points. Han, a senior researcher at China Construction Bank, said that with the decline of the US dollar in the international market, the motivation of domestic institutional investors, such as self-operated commercial banks, to do more US dollars will decrease, while the motivation to do more RMB will increase.
Why does the dollar keep rising? When will it rise to seven dollars? Hello, the US economy continues to strengthen, but China and other economies in the world continue to slump. In addition, the Fed has been expecting to raise interest rates, which has greatly increased the enthusiasm for buying dollars. It is not difficult to understand whether the dollar will continue to rise. As for whether it will break 7, not for the time being. After some consolidation and observation at the end of the year, the probability of breaking 7 is still relatively large.
Will the dollar continue to fall in 2022? -:Please check the paid content for free within a limited time and answer hello! I'm glad you chose to use Baidu to inquire about consulting projects! Thank you for your trust in us! Here I join hands with the general questions, staff and answers. I express my heartfelt thanks to you! ! ! For your question, our system has assigned you the most professional answer. ...
When will the dollar rise to 7-: If the government is unwilling this time, it is estimated that it will depreciate to 7: 1 soon. However, intervention is expensive and should arrive within six months. Now is the time to give enterprises with a large amount of dollar debt a buffer opportunity to pay back the money quickly, otherwise many enterprises will suffer great losses because of the exchange rate difference.
Is it possible for the US dollar to rise to 1 USD 7 RMB this year? Is it possible? -:It is possible. It rose to 7 yuan years ago.
Why did the exchange rate of the US dollar suddenly rise to 7 yuan? -:It's a double-edged sword. Although the competitiveness of export products can be enhanced, the corresponding prices of goods imported from China will also rise. The price increase of various domestic products is obvious to all, and it can only be more serious, and it is likely to face the threat of tourism inflation. Although the exchange rate looks similar to that of ordinary people, ...
Will the dollar rise in the future? Will the dollar rise after the Olympic Games? Now RMB: USD = 1:6? It won't grow up. Now affected by the subprime mortgage crisis in the United States, the economic bubble is very big, and the dollar will continue to depreciate.
Can 202 1 USD go up? The rise and fall of the US dollar is the rise and fall of the US dollar index. The trend of US dollar is influenced by American economy, world economy and risk aversion. And American monetary policy; After several rounds of economic stimulus plan (QE quantitative easing), the dollar has remained weak. Trump once reached the level of 103 (1 13) after he took office. I forgot. 202 1 Without much analysis, the US dollar will remain between 90 and 97. If it falls below 88, it is recommended to short the US dollar index.