Introduction:
Every year in late autumn, the global shopping frenzy begins with a massive “ Black Friday ” (short for “ Black Friday ”) The prelude, followed by “ Cyber Monday ” (short for “ Net one ”) Will push this consumption feast to the climax. The two major promotion nodes not only swept North America, but also triggered a warm response around the world, becoming an important moment for major cross-border e-commerce platforms and consumers. So, as POD clothing sellers, how should we deal with this big promotion? This paper will deeply analyze the geographical coverage of Black Five network one, the characteristics of promotional activities on each platform, the key points of marketing rules, and how to subtly avoid taboos and effectively promote sales in clothing categories. At the same time, we will reveal the return rate of the clothing category in the major platforms, to help you accurately grasp the pulse of the market and win the black five network.
First, Black Five Network 1 swept the world: hot spots and participating countries
The Black Five network has evolved from a traditional shopping festival in the United States to a carnival in the global e-commerce market, and its influence covers the following core areas:
1. North America: As the birthplace of Black Five network 1, consumers in the United States and Canada are enthusiastic about such promotional activities, and major retailers and e-commerce platforms such as Amazon and Walmart have launched unprecedented discounts during this period.
2. European market: The United Kingdom, Germany, France and other European countries responded positively, e-commerce platforms such as eBay, Zalando, ASOS and so on have joined the battle, bringing consumers a variety of preferential products.
3. Asia Pacific: Consumers in Australia, Japan, South Korea and China have gradually accepted and are keen on Black Friday shopping, and local e-commerce platforms such as Alibaba, Shopee, Lazada, etc., have also actively participated in creating promotional activities in line with local characteristics.
4. Emerging markets: E-commerce markets in Latin America, the Middle East, Africa and other places are also developing rapidly, such as Brazil's Mercado Libre, Saudi Arabia's Noon and other platforms, and gradually incorporate Black Five network one into the annual promotion plan.
Note: Deep cultivation of the traditional black five network one market, is the greatest respect for this promotion, at the same time, pay attention to the emerging black five network one market, from which to explore more business opportunities, for our small partners in the POD clothing industry, may also be an unexpected surprise.
Two, cross-border e-commerce platform black Five network one promotional activities inventory
1. Amazon: As the world's largest cross-border e-commerce platform, Amazon launched &ldquo during Black Friday 1; Deals of the Day” , “ Lightning Deals” Such as a variety of forms of limited time special offers, and through Prime members to enjoy exclusive discounts to enhance user engagement.
2. Aliexpress: Alibaba's AliExpress with “ Global Singles' Day ” In conjunction with the Black Five network, we provide massive commodity discounts, full discount coupons, limited time flash sales and other activities to attract global buyers.
3. Wish: Wish is dominated by mobile terminal and uses big data to push personalized preferential products, launched during the first Black Five network “ Flash Sales” Multiple promotional means such as platform subsidies.
4. Shopify independent site: Many brands choose Shopify to build independent sites and participate in Black Five through customized promotional strategies, email marketing, social media promotion and other ways to show a unique brand image.
The strength of the major platforms is not the same, the consumer group is also different, the effect of the promotion is naturally different, at the same time, the platform rules are different, will also make different platforms of business strategy, pricing strategy, and even profit calculation are very different, if the energy, time is not enough, it is recommended to specialize in a platform, With the improvement of the team and comprehensive management ability, it will spread to more platforms, open up more sales channels, and bring in more large traffic.
Three, Black Five network one promotion rules and marketing points
1. Advance planning: Merchants need to prepare inventory, pricing strategies, logistics arrangements and marketing materials months in advance to ensure smooth operation during the event.
2. Precise selection: Select hot products according to historical sales data, market trends and consumer demand, and formulate competitive discount programs.
3. Optimize listing: Update product description, pictures and keywords, highlight promotional information, and improve search ranking and click conversion rate.
4. Advertising: Use internal advertising tools of the platform and external channels such as social media and search engines to carry out accurate promotion and improve the visibility of activities.
5. Customer service: Strengthen pre-sales consultation, after-sales support and return and exchange policies to ensure consumers' shopping experience and reduce the return rate.
Note: Every big promotion, for our small partners in the POD clothing industry, is a “ Basic skills ” The inspection, the forecast of sales volume, the arrangement of inventory, the early drainage marketing, the promotion strategy in the promotion, the after-sales service after the promotion, etc., each step is testing our “ Basic skills ” Only when each step is the best in the current state, can we maximize the absorption of the flow of the promotion and transform the pleasing effect, so we must accumulate relevant experience in peacetime, rehearse the situation of the promotion, and streamline each step, and precision, in order to be fearless when the promotion comes.
Four, clothing category black five nets a big promoting taboo and coping strategies
1. Avoid size confusion: Provide a detailed size table, encourage consumers to refer to the evaluation or use virtual fitting function, reduce the return caused by inappropriate size.
2. Carefully deal with the problem of color difference: Adopt professional photography and late color adjustment to ensure the true restoration of the color of the product pictures and reduce the dissatisfaction of consumers due to color difference.
3. Avoid excessive publicity: Realistically describe the material, process and quality of the product, and avoid exaggerating the publicity leading to too large a gap in consumer expectations.
4. Flexible return and exchange policy: set a reasonable return and exchange period and conditions, for high value or seasonal goods can be considered to provide no reason to return and exchange services.
5. Real-time inventory update: Ensure that online inventory is synchronized with actual inventory, avoid oversold resulting in order cancellation, affecting consumer trust.
Note: The advantage of deep education in a class is that you can deal with all the major problems that may arise, and have enough experience to solve these problems well, so that all the “ Accident” Or “ Management ” In the same profit, or even lower prices, to ensure that their profits are higher than their peers, is a deep cultivator should have the quality, so, we POD clothing industry partners, usually must accumulate more experience in this area, encountered, solve, record, and repeat, See if the next encounter can do better, reduce the loss even lower, so that we can slowly open the gap with other peers, so as to form their own unique advantages.
Five, clothing return rate disclosure: cross-border e-commerce platform comparison
1. Platform return rate Overview: According to industry data, the overall return rate of apparel in the cross-border e-commerce platform is about 10%-15%, of which the return rate of fast fashion, women's clothing and special size clothing is relatively high.
2. Platform with the highest return rate: Taking a research report as an example, the return rate of clothing on Wish platform is relatively high among major cross-border e-commerce platforms, which may reach about 20%.
3. Specific performance: The reasons for the high return rate of clothing on the Wish platform mainly include consumers' low quality expectations of low-cost goods, inappropriate sizes, color difference problems and long logistics cycle leading to changes in purchasing decisions.
Categories with a high return rate, when doing cross-border e-commerce, we must choose a relatively friendly e-commerce platform for ourselves. In addition, when calculating profits, we must also calculate the loss of this part in the cost, according to the normal return rate, actual freight damage and logistics losses, calculated among them. Only by including all possible losses into the cost, your product will ensure that there is a profit, rather than more and more losses, the last bit of risk can not bear, can only admit defeat and leave.
Conclusion:
Black Five Network one is the global cross-border e-commerce market can not miss the annual event. We POD clothing sellers should deeply understand the coverage area of the activity, the promotion strategy of each platform, accurately grasp the marketing rules and clothing taboos, and reduce the return rate through fine operation and quality service, so as to stand out in the fierce market competition. At the same time, paying attention to the return rate of clothing items on different platforms will help our partners adjust their sales strategies, optimize supply chain management, and achieve the successful landing of Black Five network one promotion activities.
