Private domain traffic operation will become another booster for overseas merchants to deploy cross-border e-commerce
Today, some centralized e-commerce platforms dominate cross-border e-commerce, however private domain traffic channels will become an opportunity for industry revolution, and this is also the revolution that overseas retailers trying to cross-border e-commerce are eager to see.
In fact, as a comprehensive service provider in the cross-border e-commerce field, LinkieBuy has provided a complete full-link solution for the cross-border e-commerce industry, providing cross-border settlement, purchase guarantee, and SaaS transaction platform construction, cross-border payment, warehousing and logistics, customs port docking and other services.
An irreplaceable private domain operation mode
The private domain traffic management of new channels has become a new growth driver for the cross-border e-commerce industry. The sales mode like the Mini Program Mall is suitable for community marketing, accumulating fans, and continuously outputting value. The WeChat ecosystem covers the main social position of this kind of small program mall crowd, and most of the transactions are completed after in-depth content operations through official account operation and private domain community operation.
LinkieBuy provides a professional operation team for cooperative merchants. We help merchants builds a private domain core user system, and provides campaigns such as product promotion information communication, live broadcast delivery… Through continuous interaction in the private domain, user purchase conversion is achieved . At the same time, more direct feedback from users can be obtained in the process. In addition, product lines and marketing decisions can be further optimized according to the demand from users, and find more growth opportunities.
What types of overseas products are suitable for entering the Chinese market through private domain traffic channels?
For Chinese consumers, the overseas commodities that they use can be mainly divided into four categories:
The first category is the products of international conventional brands that consumers can buy in China. For such products, the reason why consumers choose to buy through cross-border e-commerce channels is the price/performance ratio of the products. ;
The second category is new products launched by international brands that are familiar to consumers. For such products, selling through cross-border e-commerce channels can make consumers aware of them more quickly;
The third category is the products of some new overseas brands or niche brands that consumers have not been exposed to before;
The fourth category is some overseas offline supermarkets, duty-free shops, retailers, etc. that consumers have come into contact with when they travel overseas or purchase on behalf of others. These offline stores sell more types of products and more diverse brands. For such commodities, the outbreak of the epidemic has greatly blocked the channels for consumers to purchase.
At present, the private domain traffic users built by LinkieBuy for merchants are more willing to accept the brand products sold by these offline supermarkets, duty-free shops and retail stores. Because users themselves have a natural sense of dependence on the products sold by these supermarkets, and the consumer demand of customers does exist, the conversion efficiency of such products will be higher through private domain operation.
The private domain traffic operation team provided by LinkieBuy for merchants said that in order for consumers to buy goods on its mini program mall, in addition to the cost-effective products, the products and services provided by merchants also need to be guaranteed, then consumers should would be willing to purchase goods through this channel.
Of course, this does not mean that private domain traffic channels are not suitable for new overseas brands or niche brands, but that different categories of products have different difficulties in acquiring customers in private domain channels.
The second conversion of core users is the key way
It has to be said that in the past few years, cross-border e-commerce has been developed through traditional e-commerce platforms, and the cross-border shopping habits of most users are also cultivated through these platforms. At this time, private domain traffic channels must have advantages that are different from centralized e-commerce platforms such as Tmall, so that they may become one of the choices for overseas brands and retailers to enter the Chinese market.
Linkiebuy helps numerous overseas retail merchants to explore the Chinese market through the mini program mall, the advantages of this sales channel are more reflected in the private user acquisition.
For overseas retailers entering the Chinese market, a more sticky operation method is needed to allow consumers to continuously contact their brands and products. Compared with the customer acquisition model of the centralized e-commerce platform, private domain traffic channels can cultivate core users and allow consumers to generate secondary consumption, so as to achieve deep links with real core users.
For traditional centralized e-commerce platforms, merchants obtain sales by placing advertisements on the platform, but in the final analysis, consumers who buy products are always users of the platform, and the platform does not really allow merchants to sell platform users. Become a merchant’s private domain user, and even some platforms do not allow merchants to directly contact consumers outside the platform. This will inevitably lead to which merchants on the platform place more advertisements, and the customers will be attracted.
Different from the way that centralized e-commerce companies import users through advertisements, the private domain traffic channel operation provided by LinkieBuy is equivalent to opening an offline store online for merchants. When consumers consume online, they can take the initiative to introduce products to consumers through private channels such as communities, and can also flexibly provide consumers with some discounts, so as to improve the purchase conversion rate.
In the private domain traffic operation, after a series of consumer behaviors are generated by consumers, the consumer is automatically classified as a merchant’s private domain user traffic pool, and the development cost will be lower in the subsequent secondary conversion. This is also the essential difference between private domain traffic operations and centralized traffic operations.
Continuously iterative private domain operation model
This kind of connection method needs to continuously stimulate users to understand products and do shopping also means that the private domain traffic operation of cross-border e-commerce has a certain threshold.
With the iteration of private domain operation, from the initial WeChat public account operation, to community operation, and now the popularization of short video and live streaming models, more and more consumers have the opportunity to contact overseas products and realize The shopping decision-making cost lower.
Today, LinkieBuy’s mini-program mall that helps merchants go online will also provide merchants with the ability to live streaming. This can be regarded as the official opening of the “official account + mini-program e-commerce + community + live streaming”. This more effective private domain operation model will gradually spread to more overseas merchants.
Obviously, as a new type of trade model, cross-border e-commerce is forming various new business models through private domain traffic channels, and the diversification of models will also become another booster for overseas retailers to deploy cross-border e-commerce.