Before the layout of cross-border e-commerce, Deli was already a well-known national stationery brand in China. After going overseas across the border, Deli has also laid its own place overseas, becoming a Xi partner and work assistant for consumers at home and abroad.
01 Is it necessary to go to sea after developing so well in China?
The effective brand has gone overseas for nearly ten years, from the beginning of OEM processing for other brands, to now expanding the overseas offline distribution of the brand. In 2018, Deli resolutely chose to go overseas through Amazon's transformation into cross-border e-commerce, and after four years of development, Deli's brand value was maximized.
Processing trade is not a long-term solution, but now it is the main output mode of most domestic factories, and the development of traditional foreign trade continues to be blocked. With the rise of cross-border e-commerce and the continuous increase in demand for overseas stationery, the products sold by Deli cover many application scenarios such as office meetings, holiday decorations, short-distance commuting, laboratory cleaning, etc., which are required by enterprises and schools. Under such a general trend, Deli has set up a group of cross-border e-commerce teams with the post-90s and post-00s as the main force, relying on desktop storage boxes, staplers, whiteboards and other fist products, so that Chinese manufacturing goes overseas, and overseas stationery brands seize market share, only 3 years, Amazon occupies 90% of the effective cross-border e-commerce business.
02How does Deli ride the wind and waves in Amazon?
When the products were first launched, Deli adopted the strategy of large-scale distribution and put all the products that sold well in China on the shelves, but the results were unsatisfactory. The difference in the preferences of consumers at home and abroad has made Deli find that the product selection strategy cannot be "copied with one click". Therefore, Deli immediately re-conducted market research, studied the most popular stationery products in various overseas sites, analyzed the product features, appearance design, price and other aspects, and deeply understood the selling points that consumers are concerned about. According to the analysis, Deli relaunched a set of desktop storage, staplers, colored pencils and other stationery that are more in line with the preferences of overseas consumers, which quickly became a popular product on Amazon.
Get the most out of platform tools
Take advantage of Amazon's Best Seller list to understand the product features, sales, pricing, and keyword analysis of your competitors, and find the key to your core selling points. If you are using an Amazon VC account, you can also use the powerful ARA data analysis in the platform to obtain product category data, consumer behavior analysis, competition analysis, and product review analysis. In addition to the resources on the site, learn to use third-party tools outside the site to understand the popularity and consumption trends of different school supplies categories, and better grasp the hot sales trend.
Good at spotting hidden business opportunities on Amazon
In addition to the huge overseas consumer base, Amazon also has more than 5 million high-quality corporate and institutional buyers! Nearly 90% of the top 100 American school and educational institutions, more than 3,000 French schools, and more than 90% of Japanese national universities are all on Amazon Business for the purchase of school supplies. And every time the stationery category-related promotion nodes are greatly increased, the repurchase rate is also quite high, which is a great business opportunity for Xi supplies sellers. It was found that the purchasing potential of enterprises and school institutional buyers is very high, and the average number of commercial orders sold is also higher than the overall 40.8%. In 2021, sales increased by 485% compared to the previous year!
Understand consumer preferences and focus on review management
Different sites and different types of consumers have different purchasing preferences. Understand buyer portraits and accurately target people. At the same time, we always pay attention to the reviews of competing products and the reviews of our own products, analyze the pain points of users, and better dig into the needs of buyers. Corporate buyers pay attention to cost performance, so we mainly recommend standard products. Individual buyers pay attention to personalized products, so it is especially important to adjust the color and appearance of the products.
Provide cost-effective products and continuously optimize products
Improving the product is a key step in creating a hit. In order to strictly control the quality, before the product is put on the shelves, relying on the supply chain, cost advantage and optimization of product packaging, like Deli with a price advantage of 5-10% lower than competing products, the launch of high-quality, cost-effective, and functional products that are benchmarked against other top explosive models.
Seize the Amazon promotion node, and turn traffic into sales
In addition to Prime Day and Black Friday, which are well known, we can also focus on the back-to-school season and the start of school season. The back-to-school season is an important annual event on Amazon's business side, helping educational business customers purchase educational supplies such as school supplies and teaching activity supplies, and conduct large-scale commercial storage. For the back-to-school season activities, Deli has also formed a complete preparation plan for product selection, development, stocking, publicity and promotion. The back-to-school season usually starts in the middle of the year, but Deli will start developing the selection a year in advance to ensure the depth and breadth of the product.
Successful success is not achieved overnight, perhaps we can only see its glamorous after success, but in fact, we have stepped on a lot of thunder and pits. As the world's "manufacturing power", made in China is now all over the world, as a part of China's strong industry, we must also gather momentum like a force, bravely explore new opportunities, expand overseas markets.