"After the pandemic ended, the expected explosion of consumption did not materialize. Li Yonghao, head of Amazon products of Geek India e-commerce, told reporters that although since the beginning of this year, the company's pet household products have achieved eye-catching sales in the United States on Amazon, but overall, overseas online consumption is still weak.
Data from eMarketer, a market research institution, confirms that at present, the growth rate of global e-commerce has increased from 26 in 20207% to 89%。Rapid growth is no more! In the context of the slow expansion of the market, the operation and product strategies of cross-border e-commerce sellers are facing a big test, forcing sellers to gain more timely and accurate insight into the structural changes in consumption. In the meantime, observing the category trends of Amazon, the world's largest e-commerce platform, may provide a reference.
Market resilience
In the cross-border e-commerce market, the United States occupies a significant share. According to market research firm eCommerceBD**, global e-commerce sales are expected to reach 6At 3 trillion US dollars, China and the United States account for half of the world's e-commerce sales. Despite the slow global economic recovery, high inflation, and regional turmoil, the U.S. continues to demonstrate the resilience of the world's largest retail market. Recently, the "Key Insights and Analysis of Amazon Industry Growth" report released by Oulu, a cross-border e-commerce intelligent product selection and operation tool under the global payment platform Pingpong, shows that in the first 10 months of this year, the sales of Amazon's US station increased by more than 20% year-on-year. In the same period, the sales of the other two major sites, the United Kingdom and Japan, showed sales growth of 5% and 4%, respectivelyA 1% decline.
In terms of sub-categories, in the U.S. market, handmade products, computers and accessories, and home appliances have all doubled. Among them, the fastest growth trend is handmade products, especially handmade sports and outdoor products, handmade toys, handmade shoes and clothing accessories, handmade pet supplies, handmade stationery and party and other categories of sales increased by more than 2 times year-on-year. Sales of electronics, cameras and ** products, mobile phones and accessories, groceries and gourmet products also grew by more than 60%.
Looking at Amazon's three major sites in the United States, the United Kingdom, and Japan, consumers' pursuit of a healthy lifestyle is more common in the post-epidemic era. After cross-comparison, it was found that sports and outdoor, home and kitchen ranked high in sales at the three major sites. From January to October this year, the sales of sports and outdoor categories in the United States and the United Kingdom increased by nearly 20% year-on-year, and the sales of Japan increased by about 10%. Among them, the sales of sports clothing in the United States increased by more than 50% year-on-year, and the consumption of outdoor shoes, walking shoes and other products is also **.
Under the trend of sports and health consumption, the products of Quanzhou Aisiqi chain have also ushered in hot sales. Since the beginning of this year, the sales of the company's walking shoes products in the United States have increased by about 30% year-on-year. "We found that since March this year, Amazon's sales rules have gradually changed from explosive product logic to pan-product logic. According to Huang Qibo, the founder of the company, in order to strive for a larger market share, the company has developed a variety of new walking shoes, and through the flexible chain support to quickly upload products to sales, to complete the closed loop of new products.
In the UK, more and more men are taking part in outdoor sports and are taking the need for sports equipment seriously. According to the report, the sales of men's basketball wear, tennis wear, rugby wear and golf wear on Amazon UK have increased by more than 150% year-on-year, and the sales of matching men's socks have increased by more than three times.
Category opportunities
In the United Kingdom and Japan, where the overall sales growth rate is not high, there are also many consumption bright spots.
On Amazon UK, sales of toys and games and lighting products increased the most, reaching 69% and 41% respectively. Among them, the sales of children's dress up and pretend games and children's dress up accessories under the category of toys and games increased by more than 403% and 383% respectively. The report suggests that under the category of toys and games, businesses can develop more fun and creative role-playing games and accessories for children to attract consumers' attention.
In Amazon Japan, toys, stationery and office supplies, DIY tools and gardens rose significantly, reaching % and 35% respectively. At the same time, the sales of Japanese station doll products have maintained steady growth.
From the perspective of new categories, the RV category of Amazon UK station and the mahjong station of Japan station are worth paying attention to. Motorhome travel is becoming more and more popular among consumers in Europe. According to the report, in the first 10 months of this year, the sales growth rate of RV power and electrical products under the car category of the British station reached 242%. As auto parts manufacturers continue to focus on the steady growth of this category, they can increase the supply of more products related to RV power and electrical.
In Amazon Japan, mahjong sales in the first 10 months of this year increased by 28% year-on-year. Although the overall sales proportion of this category is not high, the report believes that with reference to the diversification of China's entertainment forms and the background of global integration, Japanese mahjong may be integrated with other entertainment forms to gain more market space.
Insight into market changes and adaptation to change is the way for enterprises to survive in adversity, and it is also a demonstration of strength.
Against the backdrop of slowing global economic growth and downgrading of consumption, we are also actively adjusting our product structure, gradually reducing the proportion of products with low unit value, eliminating products with low gross margins, and continuing to improve cost performance. Li Yonghao said that Geek India has focused on developing household products for medium and large pets to meet the preferences of American consumers. The company also plans to gradually promote home furnishing products to the European market, where consumer demand is similar.
Next year, the focus of Aisqi will be on the precipitation and optimization of superior products, and gradually enhance the competitive advantage through branding.
Reporter of this newspaper Tang Li.