At the meeting, a set of data showed that as an important force of foreign trade, cross-border e-commerce helped more and more enterprises set sail. With the rapid development of cross-border e-commerce, enterprises have also upgraded from the original distribution model to brand building and deep-rooted supply chain model. Among them, in recent years, the swimwear category has been particularly prominent on cross-border e-commerce platforms such as Amazon, and it has become a fragrant steamed bun.
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Cross-border e-commerce has changed from a new format to a normal state. This is the view shared by Phoebe, the regional development manager of Amazon's global store opening.
This view has been verified by data. From $2.3 trillion in 20 17 to $5.2 trillion in 202 1 year, the global retail e-commerce sales have increased steadily year by year, and it is expected to exceed $6 trillion in 2023; The proportion of global retail e-commerce in global retail sales is increasing year by year, from 12% in 20 18 years to 18.8% in 20021year, and it is expected to exceed 20% in 2023.
Undoubtedly, China's cross-border electronic commerce is in a period of rapid development and has become an important force in foreign trade. Among them, the performance of swimwear category is particularly prominent.
In May, 2022, the search volume of swimsuit products in Amazon America Station exceeded 800,000, an increase of 8 1% compared with April. According to Euromonitor international data, the global swimwear market has exceeded $654.38+06 billion in 2020, and it is estimated that by 2025, the market scale will grow to $265.438+04 billion.
? Consumers' holiday needs range from travel and leisure to seeking new experiences. Consumers are more daring when choosing swimsuits, and are more willing to try new styles and patterns. Some consumers even hope that swimsuits can be worn on the streets. Therefore, the diversity of swimsuits and scenes has become a bargaining chip for swimsuit track. ? Phoebe said.
In this context, many enterprises seize the opportunity to charge. Hong, general manager of Fujian Garment Weaving Co., Ltd. attended the meeting. ? Each of them is responsible for different sections, some pay attention to the fashion trend of swimwear, and some study the cost accounting of products. Everyone has his own duties and knows what he needs. ? Hong told reporters that the company began to operate Amazon from 20 17, mainly for the three major markets of the United States, Japan and France. In recent years, foreign trade orders have been affected to some extent, and cross-border e-commerce platforms have reduced many intermediate links to consumers, saving a lot of costs, which is an inevitable trend.
While favorable policies help China brand set sail, Amazon's local services are also helping China sellers ride the wind and waves. In the face of new sellers, Amazon launched an introductory package, including exclusive benefits for new sellers of more than $50,000. In addition, as long as the brand is registered within 6 months after the first available ASIN is released, it can get 5% brand sales rebate (up to $50,000), $200 Vine product discount and $65,438+000 transparent plan discount.
? Cross-border e-commerce has already shifted from the distribution model to the era of brand building and deep cultivation of supply chain advantages. ? Phoebe told reporters that Amazon Logistics can provide sellers with a one-stop solution from commodity selection, packaging, distribution to after-sales service. Sellers only need to prepare a set of registration materials to realize the global expansion plan of opening multinational stores.
Clear brand positioning
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On the Amazon platform, swimwear belongs to the fashion category. According to Phoebe's past experience, successful sellers of fashion brands generally have the characteristics of forward-looking trend, grasping the trend of product selection, accurate and efficient operation, attaching importance to brand promotion, building a stable supply chain, anti-infringement redesign, and efficient material guarantee.
On this platform, a new cross-border brand from China is emerging? Cupshe has more than 65438+0 million fans on Instagram and Facebook, and its DTC website has a monthly visit of 65438+0 million, which has won 97% praise on Amazon, the world's largest e-commerce platform.
Started as a swimsuit, its products sell well in more than 40 countries around the world. Cupshe received hundreds of millions of yuan in financing only six years after its establishment.
As an explorer of overseas brands in China, Cupshe's development course is worth learning from. At the beginning, Cupshe was positioned as a fast fashion brand, with a wide range of products, not mainly swimwear.
In 20 16, Cupshe began to focus on market segments, take the road of branding, build a professional brand line of swimwear, and successfully opened the North American market. In 20 17, Cupshe became the first 1 name in online sales of swimwear in the North American market. In the same year, the company quickly opened up the Australian and European markets and doubled them. In 20 18, the brand's customer volume and flow reached a new level, and its sales reached a new high. In 20 19, Cupshe became one of the top 100 import and export cross-border brands in China. In 2020, the brand was rated as the most influential brand 15 of Google 2020 BRAND Z in China, with annual revenue of10.50 billion USD. 202 1 strategic investment exceeding 1 100 million yuan.
Some fast fashion brands may be clearly oriented to Z generation consumers, but Cupshe is different. Its target is a wider audience, such as stay-at-home mothers and plus-size ladies. One of the ruffled one-piece swimsuits, Cupshe ruffled Monokini, got1.20,000 five-star reviews in Amazon.
The founder of Whismy Soul, a fashion and travel media website, has become a loyal customer of Cupshe in recent years. If you want to buy fashionable and affordable bikinis, especially bikinis, you will choose Cupshe brand products.
Thanks to clear positioning, Cupshe, who has been deeply involved in the vertical field, got on the fast-growing train.
Although the main category is swimsuit products, from Amazon stores and independent stations, Cupshe is still subdivided into one-piece swimsuits, bikinis, dresses, blouses, plus-size swimsuits and other categories. Among them, the sales of one-piece swimsuits and large-size swimsuits are higher. Especially the one-piece swimsuit, there are many products that have reviewed more than 10,000, which is close to five stars. The price of this kind of products is also relatively concentrated, mostly around 30 dollars.
The publicity copy and pictures of its products also reflect its brand positioning and concept everywhere. For example, the publicity copy will emphasize that different body shapes and sizes are taken into account when designing products, and the tolerance for body shapes is high, showing women's self-confidence. This kind of publicity has also received results. In commodity evaluation, a considerable number of consumers think that the product is very suitable for pregnant women and postpartum women.
Understand consumer portraits
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Understanding consumer portraits helps sellers grasp the growth space. Coco, business development and account manager of Amazon Europe, said that the United States, Japan and Europe are the main venues for cross-border fashion categories. In the next three years, the United States will usher in an annual growth of fashion e-commerce of up to 97.5 billion US dollars, followed by Europe and Japan, with high growth of 70.2 billion US dollars and 2 18 billion US dollars respectively, which is higher than the global average.
If the seller's sales market is in North America, Coco thinks that the United States, Canada and Mexico are good choices, while in Europe, it recommends Britain, Germany, France and Italy. In addition, emerging sites such as Australia, India, United Arab Emirates, Saudi Arabia and Singapore can also be considered. ? Many people choose North America as the first battle. Considering the inventory factor, I suggest that you use the United States as the warehouse and then send it from the United States to Canada, Mexico and other countries. The consumers in this place are young and have strong spending power, which is consistent with the attributes of the platform. ?
Coco said that 74% of American consumers use Amazon search products, 20% of American consumers shop online at least once a day, and 63% of American consumers shop online at least once a week. American consumers will listen to friends' recommendations when choosing new products. ? Made in China? This concept is deeply rooted in the hearts of American consumers, who most often buy goods from China. Clothing and shoes and boots are the first choice for American consumers to buy online, and they prefer free mail products.
In Europe, things are different. Coco said that more than half of European consumers are worried about the environmental problems brought about by the development of e-commerce, and hope that businesses can take relevant measures for environmental protection, so they prefer environmentally-friendly shopping. Half of European consumers do research before online shopping, and more than 40% of European consumers pay more attention to buyers' comments. ? Fashion products are the first choice for European consumers to buy online, and low prices and diversified choices are the primary reasons for them to choose online shopping. European consumers want to see a variety of delivery options on shopping websites, such as door-to-door, self-collection in express cabinets, self-collection in physical stores and regular delivery. ?
Technavio report shows that long-sleeved swimsuits, innovative smart swimsuits and comfortable fabrics have become the three hot trends of swimwear in 2022. The harmful effects of ultraviolet rays can lead to suntan, rash, sunburn and, in extreme cases, skin cancer. In view of this, consumers are paying more and more attention to their skin health and looking for swimsuits that can cover most of their bodies. Long-sleeved swimsuit has become a more popular type of swimsuit. Some suppliers have introduced innovative smart swimsuits according to consumers' needs to protect consumers from ultraviolet rays and ensure their products gain a competitive advantage in the market, which has also had a positive impact on the swimsuit market.
It is worth noting that comfortable fabrics have always been an important factor for Americans to choose swimsuits. For example, the swimsuits provided by adidas AG are made of high-quality fabrics, which provide comfort and design sense, and can be applied to consumers whether they participate in swimming competitions or go to the beach. (Reporter Shi Dong)