Introduction: Five basic principles that should be paid attention to in cross-border e-commerce. Thank you for reading. Enjoy your reading.

First, do a good job in market research

Wal-Mart lost $7.4 billion in Korea because it didn't improve its marketing strategy for Korean housewives. Wal-Mart made these three wrong decisions, which led to complete failure, and these mistakes could have been avoided:

1. Wal-Mart sells clothes and electronic products in stores, but Korean consumer culture prefers supermarkets selling food and drinks.

2. Wal-Mart sells boxed products, but in Korea, the best sellers are those on display, and local people also use loudspeakers to promote them.

3. Wal-Mart is not keen to participate in local competition, even if it lags behind its competitors, they have not changed their strategy.

Therefore, to enter other markets, you need to understand the consumption culture of this market, adjust measures to local conditions, and establish corresponding marketing strategies.

The following are the basic contents that must be understood when entering other countries' markets:

(1) local competitors

(2) your division of labor in the target market

(3) Preference of local consumers

(4) Shopping equipment used (such as mobile phones and computers)

(5) Shopping channels (such as online stores, physical stores or social media)

(6) Payment methods (online banking, e-wallet, cash on delivery, etc.))

(7) Distribution methods (DHL, UPS, FedEx, etc. )

It is necessary to investigate the probability of mobile online shopping in the target market, because 750 million people around the world are mobile shopping consumers. In addition to designing mobile pages, you also need to provide mobile payment options.

Second, make sure that your e-commerce system can adapt to the international market.

If the e-commerce system adapts, it can save you a lot of trouble. Magento is a good system, which supports multilingual product description and provides seamless inventory management. There is also Shopify.

Besides Magento and Shopify, other platforms can also sell goods, including e-commerce platforms and social media platforms.

Among e-commerce platforms, Amazon, Yi Bei, Alibaba and Snapdeal are the most popular platforms.

Social media platform: Social shopping is the easiest to introduce, and people like to use social media more and more. According to social media Today, Pinterest has the highest average order amount, which is $65,438+$079.36, while Fbook and Twitter are $80.22 and $68.78 respectively.

If you are not interested in the above platforms, plug-ins are the last solution, such as WooCommerce and Drupal Commerce.

Third, try to reduce the scrap rate of shopping carts.

Even the most popular payment systems have customers leaving. In 20 15 years, the global average shopping cart abandonment rate was 68.63%. So it is very important to provide a stable payment scheme for the target market.

You can consider these payment schemes:

Payment systems: PayPal, Amazon Payment, MasterCard, Visa and American Express.

Payment gateways: Alipay, ProPay, Cartebulue, MercadoPago and 2Checkout, etc.

Payment integration: Stripe, Braintree, BlueSnap, Borderfree and Global-e, etc.

Fourth, formulate localized content and marketing strategies.

After finding the right market for you, you need to pay attention to the following localization issues:

Local languages: Translate these things into local languages, including product details, bills, terms, privacy policies and website content.

Local currency and payment method: display the price in local currency to enhance the trust of consumers.

Local regulations: formulate terms, privacy policies, safeguard regulations and return policies according to the regulations of the target market.

Local language style: Use common local language styles to attract customers and build trust.

Local contact information &; Support: Provide local services to maximize your reputation. You can apply for a local phone number to provide customer support in the local language.

Five, according to the local environment to develop marketing strategies.

The Wal-Mart mentioned just now is an example. Because there is no corresponding strategy according to the market situation in Korea, the loss is great.

For international e-commerce marketing, there are the following suggestions:

Keyword analysis: This step is very critical, especially when preparing to use Google ads. You should know the keywords that local consumers use to search for products.

Localized content: Posters, videos and product content must be in the local language. Needless to say, the pictures should best reflect the local culture.

Use Fbook ads, Google ads, etc. And cooperate with influential local industry people. These are your marketing tools. Cooperate with local people, and your sales staff should be able to communicate with local consumers.

Every country is different, so make your marketing strategy accordingly. The ultimate goal is to achieve success, not just a flash in the pan.

Further reading: Pay attention to the following points when operating an e-commerce platform.

First, e-commerce activities that do not understand the needs of users are hooligans.

According to reports, the founder of this closed e-commerce platform once said that engaging in e-commerce is inseparable from doing activities. In fact, this sentence itself is not wrong. But I think, before the activity, it is necessary to analyze under what circumstances your users will come to your home to buy your goods. If you don't understand this, blindly use so-called low-priced, special-priced, explosive goods to attract customers. Platform traffic has suddenly increased, but it is likely that your last user retention and customer unit price are not much better.

So this is the importance of doing a good job of user demand research before doing activities. There are also various ways to investigate users' needs. For example, you can do a questionnaire survey on your platform, let the customer service department call back to investigate, and let the front-end sales department contact users more to understand their specific needs. At this time, the operation department will list the contents that need to be investigated, and all departments should actively cooperate.

Of course, different users also have different needs. According to the accumulated users of the platform, these users need to be classified, among which

In addition, when making the activity operation plan, we should also pay attention to controlling the time node and activity frequency. Although the big promotion activities can really increase the platform traffic instantly and bring a large number of users, such activities should not be done too frequently, because a big promotion activity can't always think about users' problems, but also need to consider the pressure and endurance of related departments such as commodities, warehousing, distribution and technology.

Second, commodity operation is the core support of e-commerce and must be paid attention to.

User operation is the core of operation, but for the e-commerce platform, the position of commodity operation must not be underestimated. Because commodities are the core support of e-commerce.

Judging from the relationship between commodity operation and other operations, user operation, content operation and activity operation are inseparable from commodities. For example, if you want to attract users, you should choose products that are particularly attractive to users, but at the same time, you should also consider the choice of products and gross profit.

For example, if you want to use the official WeChat account to send a message to users about the promotion of activities, the content will definitely involve the display of goods. Otherwise, your content is likely to be unattractive and bring limited effect, which involves some work of the commodity department, such as selecting commodities in advance, pricing and quantifying commodities. Of course, in the process of doing the above work, they also need to judge the trend of commodity prices in the market, so as to avoid a platform for promotion on the day of the event. These all test the operation level of commodity operation departments at all times.

From the commodity operation itself, it also involves a wide range of content. Including but not limited to the selection of commodity categories, price negotiation with suppliers, quality and quantity control of purchased commodities, preservation of commodities during transportation, distribution and storage (especially fresh e-commerce), professional answers to problems in the distribution process, etc. If every link is cut, it is another fine field. Limited by space and experience, I won't go into details here.

Third, start a business in the field of e-commerce, don't overestimate yourself and don't underestimate the giants.

Although entrepreneurship requires a spirit of courage, even if you have made some achievements, don't be conceited and underestimate the power of giants, especially for e-commerce platforms. Take this C-round e-commerce platform as an example. It is really unwise to shout for a price war with the industry leader and the second giant just after making some achievements.

Cross-border e-commerce needs a strong supply chain and capital as support, and it is not easy to make full preparations in these two aspects. E-commerce giants are giants because they can have strong bargaining power in supply, and capital is not difficult for them. Therefore, for an entrepreneurial cross-border e-commerce platform, I think it will be a good choice to develop low-key and make money low-key.

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