In the past five years, standing independently in the cross-border e-commerce industry is definitely a “ Hot word ” Is a popular choice for many cross-border e-commerce sellers, then, if we are a zero-based white want to do independent station, how to do it will have an effect? EZEJ Technology is here to introduce you first, what do you need to know about zero-based independent stations? Once you know this, you may know what to do.
First, What is an independent station?
Independent site refers to a completely independent website, built and operated by the company, including independent servers, website programs and separate domain names, etc., completely independent of any third-party platform. It was originally used to distinguish it from various third-party e-commerce platforms such as Amazon, eBay and Ali.
At present, there are three kinds of station building systems on the market: fully independent development, independent station based on open source software construction and independent station based on SaaS system development. The independent station based on SaaS system development is the most commonly used one at present. For example, the independent station is like we set up our own store in the city, rather than crowded with other merchants in the same mall, we want to have a larger independent space, so that we can provide high quality and unique service. Similarly, in the web market, we want to achieve this through independent sites.
Two, compared with the platform model, the advantages and disadvantages of independent stations
Advantages of independent stations compared with platform stores:
1, customer data independent station all. Compared with third-party platforms, having your own independent station can allow all customer data to be effectively deposited in your own system, which not only controls data security, but also enables you to dig deeper into the value of data and lay a solid foundation for subsequent marketing follow-up.
2, product branding. Because independent stations are self-built stations of their own brands, flexibility will be relatively high. Web design, product design and other content can be independently designed according to the needs of the situation, thus helping to increase the product premium.
3, the profit margin of independent stations is larger than that of the platform. Under the platform model, cross-border sellers need to pay a certain amount of commission to the platform, generally about 8%-15%. If you go to do paid promotion, the cost is about 20%-30%.
And do independent stations, like the current mainstream site construction platform shopfiy site construction commission is about 0.5%-2%, choose some domestic saas site many even no commission, for example, 2Cshop. The operating cost is greatly reduced. In addition, the price of the independent station is high, do a brand image website, there is no product homogeneity, buyers do not have the same product price as a reference, pricing can be higher than the platform, higher profits.
4, independent station can enhance user viscosity. Consumers who tend to prefer independent sites pay more attention to brand than price. Most of them have a certain sense of identity with the brand itself, and then have trust in the brand and become loyal fans of the brand. Independent stations can be independently designed and optimized according to their own needs, and the entire brand image will be more three-dimensional. After the customer enters the independent website, you can conduct brand education for the customer through a series of actions, including copywriting, video, brand VI and brand introduction, which can play a good role in brand publicity.
5, avoid platform rules. The independent station has high autonomy and strong flexibility, the design and publicity of the website are made by themselves, and there is no need to worry about violating the rules of the platform, and the rules of the third-party platform can be avoided. High degree of freedom, can give full play to the value of independent stations. In addition, visitors entering the independent station have a certain cognition of products and brands, while there is no interference from competitive products, it is easier to cultivate their own brands. Loyal fans ” . Through the re-introduction of loyal fans, it will inject more new traffic to the website, sales will naturally rise a step, and the re-purchase conversion rate will be higher.
Disadvantages of independent stations compared with platform stores:
1, traffic is difficult to obtain. Compared to operating on third-party platforms, independent stations face the problem of difficult access to traffic. Since there is no platform support and traffic entry, sellers need to improve the exposure and traffic of the website through various promotion means, such as search engine optimization, social media promotion, advertising, etc. This requires the seller to have certain promotion skills and experience, or seek the help of professional promotion services.
2, operation is difficult. The operation of independent stations is difficult, and certain technical and marketing experience is required to ensure the quality and experience of the design and content of the website. The operation of independent stations requires regular updates of the content and functions of the website to ensure the security and stability of the website, which requires certain technical and management capabilities. At the same time, independent stations need to actively participate in social media and online communities, interact and communicate with users, and increase user stickiness and loyalty.
3, security risks. Independent sites face the problem of security risks, because independent sites are easy targets for hackers, and companies may not have enough resources and technology to protect the security of the website. Independent sites need to take a series of security measures, such as installing firewalls, encrypted transmission protocols, regular backup, etc., to ensure the data security of the website and users.
4, lack of partners. Due to the lack of platform support and resources, sellers may have difficulty finding the right partners, such as advertisers, suppliers, content partners, etc. This requires the seller to actively expand the business and network, looking for the right partner, so as to increase the exposure and revenue of the website.
In general, independent stations have both advantages and disadvantages. EZEJ Technology believes that when deciding whether to operate an independent station or choose a third-party platform, it needs to weigh and choose carefully according to its actual situation and business strategy.
Three, the difference between the platform
With the rapid development of cross-border e-commerce, more and more sellers have begun to pay attention to the two different models of independent stations and cross-border e-commerce platforms. The two models differ in terms of definition, buyers, traffic, and how they operate.
1, Define the difference
Independent station is a new website with an independent domain name, businesses can freely advertise and promote products, equivalent to individual shops; The cross-border e-commerce platform is a third-party platform for enterprises or individuals to negotiate online transactions, such as Amazon, ebay, etc.
From the definition, you can see the difference in positioning between the two. Independent stations are sellers to independently formulate business rules, pay more attention to cultivating buyers and building brands, while cross-border e-commerce platforms are sellers to comply with platform rules and pay more attention to selling goods.
2, buyer difference
Consumers on the platform shop around for a variety of goods and choose to buy the goods suitable for them, and do not necessarily have loyalty to a specific brand;
Consumers on independent websites pay more attention to brand cognition, are more inclined to buy brand products, and have strong initiative.
3, traffic difference
Cross-border e-commerce platform itself has its own traffic, and has higher visibility, but these traffic will also be distributed to other sellers, diluting the flow of sellers.
The independent station itself has less traffic, and it needs to introduce traffic to the website through some channels, such as website optimization, Facebook, Google, TikTok and other off-site traffic methods, but the traffic attracted is its own.
4, Differences in operation mode
The ultimate goal of independent stations and platform sellers is to sell goods, due to the difference in traffic, the two will be different in the operation model. Platform sellers need to consider the market capacity and competitors within the platform under the premise of following the platform rules and user attributes, focusing on reviews, lists and rankings, in order to obtain the promotion resources provided by the platform.
Independent station has no restrictions of various rules, is directly oriented to consumer groups, and has strong autonomy. All operations and marketing methods are to serve, precipitate customers, build brands, and establish brand reputation and brand loyalty.
Four, What are the operation modes of independent stations? Suitable for what group?
The independent station model actually has a big difference, if the seller chooses the wrong model, then how to do it will not help.
1, distribution mode
Distribution model, in fact, is the explosive model, cross-border sellers need to upload a large number of products in an independent station, and then advertise through Facebook. The greater the number of products, the more likely it is that there will be explosive products.
The distribution mode does not have much requirements for the selection of products, what products are available above, as long as the explosive products, then you can see these products.
Website Features:
① The products are very messy, there are different types of products
The re-purchase rate of the website is very low, almost no re-purchase rate, and sometimes there will be infringement products, you look at it over a period of time, this website may not be there.
③ The main picture or details page of the product, almost all belong to the whole steak, and occasionally make adjustments
Advantages: operation is simple, novice sellers can also operate, at the same time, the cost is low, as long as the order is directly purchased, finally, the product can be quickly listed, establish a stable sales network, can create a point, line, surface linkage situation.
Disadvantages: products are messy, the style is chaotic, can not form a stable target customer group, and the workload is large, only enough products can appear probability of single may no inventory products, sellers do not know the supplier inventory, it is very likely to produce inventory shortage and other problems.
Suitable for people: Sellers with less funds and insufficient operational experience.
EZEJ Technology reminds everyone that with the current development of the four platforms “ Full hosting ” Mode to sea, such a distribution mode, has been a great impact, difficult to continue, it is recommended that you choose carefully.
2, Dropshipping no supply mode
Cross-border sellers do not need to consider the problem of commodity inventory, once there is a transaction order, the supplier will directly ship to the buyer's hand, the seller earns the difference between the commodity and the selling price. Cross-border sellers who choose this way only need to focus on doing a good job of traffic.
In this mode, the seller also needs to do a good job in the supply chain control, from the source of strict selection of suppliers, qualified cooperative suppliers is the premise of good operation of the store.
Advantages: No inventory management and logistics transportation; The initial capital pressure is small.
Disadvantages: limited product quality control; The competition is fierce.
Suitable for: zero base, no supply chain accumulation of businesses; Start-ups with limited capital.
EZEJ technology reminds you that the model is also a domestic e-commerce generation model, although the risk is low, but in the actual operation process, often because of the supplier, that is, the distributor of the delivery and a variety of problems, especially in the delivery, distribution link, it is recommended that small partners must choose a reliable supplier, to avoid hard trading, But was defeated by the delivery of the situation.
3, POD mode
That is, on-demand customization, POD model on the one hand will be relatively high profit, because the price of customized products can be higher. On the other hand, in POD mode, cross-border sellers can stock goods according to consumers' orders, so there is no stocking pressure.
Like this custom may be one of the best models for cross-border independent stations to obtain income, because it has a unique design concept and personalized design of customized products always impress people, but also well meet their pursuit of personalized psychological needs. Such products are very popular in foreign markets! The US is currently the market with the largest demand for Pods.
Advantages: Large development space, uniqueness, high flexibility, low risk.
Disadvantages: If you choose the traditional POD model and choose a foreign supplier, the order may not be able to control itself, and the profit margin is relatively low.
Suitable for people: zero foundation, there is a suitable POD flexible supply chain platform supplier; Start-ups with limited capital.
EZEJ Technology suggests that small partners, you can consider the new POD model of self-design, through their own understanding of a specific group, design products that meet their needs, so as to create their own boutique independent station with personality style, in the current cross-border e-commerce into “ Low price ” “ Homogenization” Highly competitive “ The profit trap ” In break free, get high-profit orders at the same time, the future also has the opportunity to build their own brand.
END
From the above three operating models, the most suitable for zero-based independent station sellers, in fact, is the POD model, because it not only avoids the distribution model of large and miscellaneous, miscellaneous and poor, serious homogenization and other problems, but also a collection of Dropshipping no supply model of a generation function, Compared with the various problems you may encounter when you go to 1688 or other supplier platforms to find a supplier of a unique product, EZEJ technology clothing POD a customized platform not only allows you to quickly on the new, 0 inventory test is completely designed by your own online unlimited new, but also promises the fastest delivery in 48 hours, providing trouble-free after-sales service guarantee. It is definitely the best choice for independent stations at present.
