Since the Lunar New Year in 2022, I have seen various groups saying that sales have dropped. Now everyone feels like they are lying flat, and it has caught up with the traditional off-season from May to September. In the past, PRIMY DAY could barely hold on and generate some sales. Now, PRIMY DAY is simply about losing money and making money, because there is almost no profit on ordinary days. Most membership days are simply a 10% member-only discount. As for As for participating in activities, unless the time is good, it is almost difficult to do the activities.

1. Why are the click-through rates of ads high, conversion rates low, and acos very ugly?

If you are not making seasonal products, you will find a problem: recent clicks The conversion rate is very high and the conversion rate is very low. In fact, it is not surprising in this off-season, because many people just click and not buy. Just like in 2020, many people just take a look and keep the money in their pockets. Buy less, don’t buy what you shouldn’t buy, and just shop around, especially when it comes to mid-to-high customer unit prices, as well as some non-necessities.

As for why the economy is so sluggish, I actually don’t know. I only know that the overall market is not active now, not to mention the domestic market. Everyone can feel that the foreign market, especially the European market, There are many categories that have dropped by 60% this year, and the United States and Japan are slightly better.

2. Waist sellers are getting more and more uncomfortable, and it will be even more uncomfortable in the future

This is an inevitable trend, and the head effect is becoming more and more obvious. Why? Because shopping on mobile phones Now there are more and more. Amazon released the clicks and conversions on the mobile phone this year in the backend, which shows that the proportion of the mobile phone is increasing. Amazon has not said the specific number, but it already accounts for at least 30%.

Why is it that with the popularity of mobile phones, orders will become more and more concentrated at the top? There are few products on the mobile phone, and there are only 20-30 products displayed on the mobile phone. Few people will browse to them when buying. It’s the second page, unless you’re buying clothes, so orders will be more and more concentrated on the head.

If, like China, mobile accounts for 80%, then there will only be two types of sellers, head and tail sellers, and there will no longer be waist sellers, which means there will be almost only head sellers. There will be traffic, otherwise it will be the tail sellers who pick up the traffic. This trend is inevitable, so now we need to plan carefully for the display on the mobile phone.

3. Is it possible that in the development of Amazon, like Taobao, it will end up being monopolized by big offline brands?

According to the laws of objective development, if time is infinite, In the end, the world will definitely be dominated by big names, but some objective and subjective reasons for cross-border e-commerce will cause this process to not develop as fast as Taobao. The intermediate links and the particularity of export trade will cause this process to take a long time. It is long and very slow. The information is poor and there is too much uncertainty in product dissemination. Therefore, in my judgment, small sellers in the cross-border field will always have room to survive.

Whether it is the Southeast Asian market, the European and American market, or the Japanese and Korean market, it still relies heavily on rules, especially the fair rules of e-commerce. There will be some loopholes in the rules, especially the transnational rules, so everyone sees There are a lot of bugs in Amazon, eBay, and Shopee, but this is very difficult in China. In the end, Chinese e-commerce is more like the traditional B2B industry, which pays attention to human relations and sophistication. Whoever has a good relationship with the waiter will have more activities. The ranking is at the front. These inevitable developments are like B2B. The last thing to fight for is the network resources and the price resources. So this is why in China’s e-commerce, you can see that most of the categories now belong to big offline brands. The world.

Because they have money and connections, this is the drawback of the human society.

4. Will it always be so difficult to do business on Amazon?

No.

On the seller side, why is it difficult to do business this year? It’s because there were too many sellers coming in last year. As a result, competition has increased exponentially, so we must slowly adapt to this kind of competition and abandon the previous profiteering mentality. This information gap is no longer available.

On the buyer's side, many reasons such as the epidemic and the war this year have led to a low enthusiasm for consumption. This is definitely not the norm. According to the inverted U curve, the economy will definitely pick up slowly, investment and Consumption will slowly increase.

At this stage, stay stable. The objective laws of e-commerce will definitely not change, and the market will come back sooner or later.

To summarize

1. This stage is actually not suitable for large-scale investment products. Just look at the stock market and you will know that everyone is generally not optimistic about the economy, so consumption must be the same. What we usually talk about , go with the trend. If you want to go against the trend at this time, you can also be superior.

2. After surviving this stage, overall, there should be retaliatory consumption in the second half of this year, so recharge your batteries in the first half of the year and prepare products and promotions in the second half of the year.

3. Confidence in foreign e-commerce, poor information on foreign e-commerce, and bugs in rules. These ambiguities will always exist, so small sellers will grasp these imperfections and avoid them. Like domestic e-commerce, in the end it’s all about fighting for money and connections, which will never happen.

4. Gradually pay attention to mobile e-commerce. This is an inevitable trend. The development of China’s Internet consumption model is far more advanced than that of Europe and the United States, so just look at Taobao. In 2011, the rise of smartphones In just 10 years, almost 99% of the web has been replaced by mobile devices, and Europe and the United States will also slowly follow this trend.