Full text dry goods: TikTok's operation skills are all available

With the deepening of digitalization and globalization, cross-border e-commerce is evolving and has gone through the following three stages: · 1.0 e-commerce: traditional e-commerce model: Amazon, eBay (cross-border platform)· 2.0 E-commerce: E-commerce+social media: Instagram, Facebook (independent station+promotion discount code)· 3.0 E-Commerce: The era of e-commerce interest: short video+live broadcast (TikTok) At the Tweak E-commerce Ecological Conference in 2021, "e-commerce interest" was proposed and became the development strategy of Tweak E-commerce, that is, the e-commerce business model driven by interest, relying on the platform's rich content ecology and accurate recommendation mechanism, and using high-quality content to stimulate users' interest, so as to transform it into a purchase behavior, so as to achieve the goal of "finding people for goods".
From the "people looking for goods" in the traditional e-commerce era to the "goods looking for people" in the e-commerce era, users' consumption habits have changed greatly.
TikTok e-commerce, which belongs to the same ecology as Tiaoyin, is bringing a new shopping experience to overseas consumers.
However, when the business model of interested e-commerce is being verified by the market step by step, cross-border e-commerce sellers have seen new opportunities with the popularity of products with "novel" and extreme cost performance attributes in TikTok.
Recently, Alex, CEO of Hare Technology, deeply shared with a group of cross-border e-commerce sellers about TikTok's operational dry goods.
The following is a transcript (edited): 1.
What stages does a mature TikTok account need to go through? The establishment of cross-border e-commerce from 0-1 mainly goes through the following four stages: · Primary stage: At this time, the seller needs to find out a good account operation environment by itself, which can fully simulate the real online environment· Selection confusion stage At this stage, the sellers are mainly thinking about how to go from "pop videos" to "pop products"· Account positioning stage: considering the current cash flow methods, consider whether you want to increase the amount of cash, make quick money or plan to operate for a long time.
In the long run, since we have chosen e-commerce to bring goods, we should make long-term and lasting plans· Continuous order issuing stage: at this stage, the account has entered the standardized and procedural operation, and the team has also entered the right track.
2.
What difficulties may sellers encounter in account operation? In the early stage, it is inevitable to step into some pits.
For example, in the early stage, just thinking about increasing the amount of flour, the amount of flour increased by several million in the first two months, but only a few hundred yuan was realized· Less experience in brand infringement, resulting in the closure of payment channels· The video burst, but forgot the link, wasting a lot of traffic· Due to the lack of connection with the ERP system, the store issued an order and forgot to backfill the order number, so it was punished by the platform· The products have received many orders, but the cooperative manufacturers have no inventory· The independent station stores were not decorated, not classified reasonably, and no variants/tabs were set, resulting in low conversion and refund of returns.
3.
How to achieve the status of sustainable order issuing? In the early stage of operation, when there is a lack of fan traffic, you can choose to keep up with the hot trend of the platform and try to create popular videos.
Once the video has a certain popularity, you can select products similar to the hot selling products of the platform based on your own supply chain situation.
After the order is issued on a scale, re distribute the selected products