According to eMarketer, a U.S.-based market research company, the global e-commerce market will continue to expand in 2023, reaching 5$92 trillion, an increase of 80% over 2019. This trend shows that e-commerce continues to grow globally and is expected to continue its strong growth in the coming years. In addition, the survey also showed that the global average for the share of e-commerce in retail sales in 2023 is 202%, compared to 46 in China9%。
1. How do white sellers stand out from the fierce competition?
In recent years, the field of cross-border e-commerce has been in full swing, attracting the attention of many sellers. Jewelry sellers have also followed suit, shifting from the domestic market to the foreign market. With a stable ** chain, high number of SKUs and semi-customization capabilities, Seller W expects to be able to seize this wave of going overseas, enter the overseas market in a short period of time, and achieve large-scale profitability.
At present, the market is highly competitive, and the target market targeted by jewelry sellers W - the American fast fashion jewelry industry is even more so. In order to stand out from the crowd, sellers need to make full use of their competitive advantages and create momentum in overseas markets. How to effectively adjust and optimize the sales strategy to break through the sales dilemma is an urgent problem to be solved.
If you want to run a successful independent website, the first task is to bring in traffic. As the main way for overseas users to obtain information, search engines are an important channel. If sellers and brands can improve their brand ranking and degree on search engines, they have the opportunity to attract more traffic and potential customers. In order to achieve this, sellers need to understand how search engines work and how they rank, and adopt appropriate optimization strategies to improve their visibility and ranking.
In addition to optimizing descriptions such as content, keywords, and titles to improve quality and relevance to boost organic rankings, brands and sellers can also increase click-through rates and conversions by running paid ads. For example, platforms such as Google Ads can selectively display products or services based on the user's search intent, thereby attracting more potential customers. By leveraging paid advertising, brands and sellers can increase traffic and performance more quickly and effectively.
In the early stage of entering the new market and launching an independent station, semi-custom fast fashion jewelry seller W is faced with the problem of how to increase the number of products in the market and how to choose diversified advertising strategies. This can be quite a challenge for novice sellers.
2. Choose the right advertising to expand the target customers
Google is one of the most popular search engines in the world, covering 250 countries around the world and accounting for 92% of the global search engine market share2%。Every day, hundreds of millions of users use Google to search for information, making Google an ideal platform for brand sellers to reach potential customers. By advertising on Google, sellers can showcase their products and services to potential customers, thereby attracting more traffic and leads.
W, a semi-custom fast-fashion jewelry seller, also took a fancy to Google's influence in the world, and resolutely chose to use Google product word search ads to accurately locate people with active purchase intentions, and cooperate with Google's intelligent bidding to successfully take the first step for the brand to go overseas.
After the ad warmed up the independent site and attracted a certain amount of traffic, Seller W made a wise decision to join the Google Ads Interest Audience and Remarketing list. By targeting and expanding target customers, sellers are able to attract potential customers more effectively, improve conversion rates and close order efficiency. A week after the launch of the ad account, Seller W began to set up Performance Max ads and increase their placement. By working with product catalogs and creatives, sellers are able to better showcase their products and services, increase the attractiveness and conversion rate of their ads, and thus achieve further growth in return on investment (ROI).
The hard work paid off, and the efforts of the seller W finally paid off. By using Google's smart marketing solution, they were able to increase their orders and ROI in just 3 days. Specifically, they shipped more than 260 orders, achieved a 400% return on ad spend (ROAS), and spent less than $40 per day.
Similarly, apparel brand C has successfully achieved an increase in orders and ROI through Google's smart marketing solution. Although they lacked experience in overseas and independent station marketing, they successfully expanded their brand through precise advertising strategies and tools, gaining more than 2.3 million times.
In the post-pandemic era, consumers' desire for collective socialization continues to drive spending on apparel purchases. According to data, 61% of consumers say they plan to spend more on clothing.
In the face of fierce competition and competition in the category track, Brand C actively seeks to create its own differentiation while ensuring profitability. By expanding the product word, highlighting the brand's strengths and features, and cooperating with Google's Smart Bidding strategy, they achieved traffic harvesting and growth in the first step. Subsequently, Brand C gradually launched performance maximization advertising, unleashed the potential and space of multiple SKUs, and cooperated with advertising creatives and audience groups to achieve further growth in order volume. This step strategy effectively increases the brand's awareness and audience reach, laying the foundation for the brand's long-term development.
Finally, brand C uses discovery advertising as the medium to attract new customers and attract traffic, so as to obtain the growth of new customers and the improvement of brand voice. This step strategy not only increases the brand's degree and influence, but also attracts more potential customers and provides strong support for the long-term development of the brand.
3. The official team continues to empower and build a healthy and independent station
In the era of the Internet, the e-commerce field is like a vast ocean, and countless sellers are swimming in this ocean, eager to stand out. However, in the face of increasing competition in the e-commerce industry, sellers are facing tremendous pressure and challenges. They need to constantly innovate, improve product quality, and expand sales channels, all while meeting the needs and expectations of consumers. And in this process, a strong partner can provide sellers with all-round support and assistance, so that they can focus more on business development and do not have to worry about all kinds of problems in the back.
Google's 1,000-station independent station plan - marketing growth assault camp (Xiamen station on December 14 and Hangzhou station on December 21) is about to kick off, and jointly how to make enterprises take the lead in the highly competitive market.
The marketing growth assault camp of Google's 1,000-station plan will also be open to recruit sellers to participate in the Google incubation camp. This incubation camp will provide sellers with a series of resource support, including the growth of Google's official team and its partners, the official professional empowerment to help platform sellers transform into independent stations, and 0-30 days to build a healthy independent website foundation.
Whether you are an independent station seller who has doubts about website building, marketing and operation, or a cross-border platform seller such as Amazon who is looking for off-site drainage methods, or a domestic seller who has transformed into a cross-border factory and traditional foreign trade, you can gain something in this series of activities of Google's independent station thousand-station plan - marketing growth assault camp