风云粤商|阿里国际南粤大区五星商家首次公开五星秘笈
发布时间:2019-11-07 18:08:44
来源:阿里国际南粤大区
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在产品为王的贸易时代,商家做好产品展示的同时,如何提升与产品配套的加分服务,在强化消费者购买体验的基础上让店铺进阶提升?五星商家广州乐骑体育用品有限公司四家金品诚企店铺齐上线,顶展、P4P、平台活动多渠道推广,月询盘高达600条,营业额年增长45%。总经理沈清华首次公开五星秘笈,为服装行业提供可复制的成功之路。

Offering the right product is the key to success in trading business,while in the ecommerce world, it is crucial to showcase the product properly with quality listing, meanwhile the merchant should also enhance the buying experience by providing value added service to drive sales conversion. In this article, the captioned five star merchant – Guangzhou Joyord Sportswear Co.,Ltd, is going to reveal their winning secret of getting 600 RFQs per month and achieving 45% annual GMV growth in Alibaba.com, their general manager Qinghua Shen will share with us about how they become success by utilizing four verified supplier accounts with always-on-top ads & P4P promotional tools and marketing campaign participations.

阿里巴巴国际站跨境电商运营之商家五星之路4D秘笈快闪:

1、提升商家力和商品力分数

在专业外贸建站公司阿里巴巴国际站发布优质产品,要求评分至少4.7,关联各种证书;详情页优化站内(PC+手机端)页面布局;多渠道推广,将出口数据分批关联旺铺产品,提升实力优品数;

2、提升营销力分数

买家询价快速响应,平台回复率平均在93%以上;顶展+P4P+活动多渠道推广,每月除基础RFQ,可适当投入预算购买更多RFQ,配备专门同事做该渠道客户开发跟进,访客营销以及客户通站内营销坚持使用,每月可获取一定的客户反馈;

3、提升交易力分数

从产品基础信息、点击率、询盘转化率、交易数据积累、买家评论5个维度重点打造精品爆品:区分vip、一般客户、意向客户等,每日按工作量化表持续推进,定期复盘总结;每天至少发布2-4条粉丝通,周平均增加50-70新粉丝关注;

4、提升保障力分数

重视交货期承诺,跟进客户是否收货、收货后的需求以及问题反馈,客户纠纷先线下协商,产品问题一般重新生产,如纠纷不可避免,给予客户下次订单折扣或进行退款;收到货后,获取客户反馈,满意客户邀请好评,根据实际情况明确交期,避免客户投诉情况发生。

专业外贸建站公司阿里巴巴国际站商家故事:

广州市乐骑体育用品有限公司主营户外运动服装,产品出口欧洲、南美等中高端市场,90%的客户来自于专业外贸建站公司阿里国际站。阿里巴巴国际站跨境电商运营:该公司总经理沈清华非常认可金品诚企的价值:“金品提供的证书、认证、视频展示等功能,可以快速展现企业实力以及提升客户对企业的信任。金品在一定程度上提升了产品的权重,以及获得更多增值服务,如运费9.1折等。”

认可专业外贸建站公司阿里平台、紧跟规则变化、重视店铺星等级,使乐骑体育的业务增长迅速。乐骑体育年均销售额4000万,覆盖全球50多个国家。商家非常重视商品力、营销力、交易力、保障力分数的提升,在维护这四个指标方面也有妙招:

A、阿里巴巴国际站跨境电商运营:实力优品是流量收割机

乐骑体育非常重视产品的发布。沈清华说,精品对产品标准分要求是4.0分,他往往要求发布产品评分必须在4.5分以上。产品详情页往往是买家接触企业的第一扇窗口,沈清华要求在产品的详情页,要上传SGS、迪士尼检测、环保墨水等多个证书,快速提升产品以及商家的可信度以及实力,提升旺铺更多访客二次转化。通过多渠道推广,将出口数据分批关联旺铺产品。

沈清华的经验是,专业外贸建站公司阿里巴巴国际站跨境电商运营:想客户多想,给客户所要,想方设法让客户通过详情页进入店铺。他要求在主推产品的详情页里附上金品诚企展示企业实力的小视频,顾客甚至能在详情页通过“联系我们”的引导按钮,获取最新产品目录报价表。

B、顶展+P4P、月询盘达600条

乐骑体育的主要推广方式是顶展、P4P和参加专业外贸建站公司阿里平台活动。阿里巴巴国际站跨境电商运营对于重点推广的品类,一定要留足够的预算,让其保持长时间的曝光。一些新的产品,还会根据市场、客户类型进行定向测款、推广。目前,乐骑体育四个平台月询盘达到500-600条,乐骑把询盘及时回复率列入业务团队的业绩考核,使平台回复率平均达到93%以上。每月除基础RFQ外,平台额外赠送20多条,另外公司每月预算购买50条RFQ。安排专门人员做RFQ转化。

C、后台工具用起来、交易力涨上去

乐骑体育从不断优化产品基础信息、优化主图及排名提升产品点击率、提升询盘转化率、积累交易数据(通过发送信用保障教程及链接给新客户,每个月积累50-60条信保订单)、邀请买家评论等五个维度重点提升,打造精品爆品;在客户分层方面,区分vip、一般客户、意向客户等,分类跟进,每日按工作量化表持续推进,每周复盘总结。

善于利用粉丝通、客户通和数据管家等工具。沈清华说,粉丝通每天持续发布2-4条,除了发布产品的小视频,还会发布车间生产情况的小视频,让顾客更加信赖企业,平均每周增加50-70个新粉丝。

D、你的实力最终体现在,品控和供应链能力上

乐骑体育在番禺拥有5000平米的厂房,从原材料采购到印绣花、成品制作一条龙,乐骑公体育对产品品质和交期的严格把控,换来今天客户对公司的信赖。据沈清华介绍,目前从确认设计到出样品,发货时间只需要7天,大约15-5天内就能出大货。目前,企业的按时发货率达到95%,生产过程中,如果有什么意外或中断,会与顾客协商,延缓交货期,甚至可以退款。

沈清华说,公司还会密切跟进客户是否收货,收货后的需求以及问题反馈。客户纠纷先线下协商,产品问题一般重新生产,如纠纷不可避免,给予客户下次订单折扣或进行退款。顾客收到货后,会获取客户反馈,邀请满意客户进行好评。通过反馈形成不断优化的过程。

风云粤商国际版

1、4D enhancements to obtain five star rating

Enhance Merchant and Product Capability Score List high quality products with minimum of 4.7 product score, provide product certificates if available. Optimize detailed product descriptions and make sure the contents are both PC & mobile friendly. Use omni-channels to promote the products, link the export trade statistic with the listed products to boost the number of high-grade products.

2、Enhance Marketing Capability Score

Instant response to customer’s inquiry to achieve an average of over 93% timely response rates. Adopt always-on-top ads, P4P and omni-channel promotion, use adequate marketing budget to purchase extra RFQs in monthly basis and assign particular personnel to develop the customer relationships and handle the RFQs. Interact with visitors and customers with CRM tools can help to collect valuable feedbacks.

3、Enhance Trading Capability Score

Analyze 5 major attributes including product info, click through rate, RFQ conversion, accumulated trade data, customer’s feedbacks, to identify and promote hero items. Segment the customer based into VIP, ordinary client and potential client, to deal with them with independent selling tactics and perform regular review to track the conversion progress. Post weekly average of 2 – 4 feeds in MyFeeds, acquire an average of 50 – 70 new followers per week.

4、Enhance Performance Capability Score:

Meet the committed delivery date and confirm with customer if the goods can reach its destination on time. Collect post-purchase feedbacks and make timely communication with customer if any issue arises. In the event that the problem cannot be solved, offer the customer a discount for the next order or full refund to close the case if necessary. Encourage customers to leave positive feedback if they are satisfied after they received the goods. Keep the customer updated about the production progress to manage their expectation and mitigate any potential conflict.

Guangzhou Joyord Sportswear Co.,Ltd has expertise in development and production of sporting apparels, they focus in mid to high end markets in the continent of Europe and Latam, 90% of their clients comes from Alibaba.com. Their general manager Shen appreciates the value of verified supplier account, which enable the function of certificate & compliance visualization and video display to showcase their ability and gain the trust from the customers. Verified supplier account can enjoy certain exclusive benefits, i.e. 9% off discount on delivery fee.

Have confident in Alibaba.com, embrace change and enhance the star rating of their stores are the three major strategies employed by Joyord Sportswear to achieve rapid growth, their average annual sales have reached 40 million US dollars and they are now trading with over 50 countries across the world. Here are the key takeaways to enhance the above captioned 4D metrics.

A、Focus on high-grade products to enhance product capability score

Joyord Sportswear recognizes the ROI of offering high-grade products. The minimum product listing score for high-grade product is 4.0, while Shen sets a even higher standard for his team to follow, which is 4.5 or above. Since the customer gets the first impression of the product from the product details page, showcasing attained certificate and compliance standard like SGS audit report, Disney ILS program, Oeko-Tex standard 100, can enhance the credibility of their factory and products and help to gain the trust from the customers, resulting in sales conversion improvement. Use omni-channels approach to promote the products, link the export trade statistic with the listed products to boost the number of high-grade products.

Shen has his only business philosophy to become success, he always thinks ahead of the customer and formulates comprehensive solutions to suit their needs. He requires his team to upload video to showcase the ability of their factory on the product details page of the key products, as such exclusive function enabled for verified supplier can help to drive more traffic to their store. Interested customer can request for a latest product category with price quotation by contacting them through the messaging function on the product details page.

B、Use always-on-top ads & P4P promotional tools to get up to 600 RFQ per week

Always-on-top ads & P4P and marketing campaign participations are the major marketing tools used by Joyord Sportswear. It is vital important to reverse sufficient marketing budget to get more exposure for the key products. More targeted promotion is required for launching new products according to market and customer segmentations. Joyord Sportswear is able to get 500 – 600 RFQs from their 4 verified supplier accounts per month, they will take timely response rate as one of the KPIs to measure the performance of their operation team, which enable them to achieve an average of over 93% timely response rates among their 4 verified accounts. Despite of the monthly 500 – 600 RFQs they receive from their customer, Alibaba will also offer more than 20 bonus RFQs to them plus they have enough budget to purchase another 50 RFQs in monthly basis. Particular personnel are then assigned to handle the RFQ and convert them into sales order.

C、Utilize analytic tools to improve the trading ability scores

Joyord Sportswear performs continual listing optimization and encourages their customer to leave their feedbacks, which can help to improve the click through rate, RFQ conversion rate and accumulate trade data (50 – 60 Trade Assurance orders can be obtained by encouraging new customers to adapt the Trade Assurance service) for their products, and ultimately aid to identify and promote the sales of the hero products. Concerning customer demographic, they will segment their customer into VIP, ordinary client and potential client, to deal with them with independent selling tactics and perform weekly review to track the conversion progress.

Shen makes good use of Alibaba’s official tools like My Feeds, CRM manager, BizTrends to drive traffic to their stores. They post weekly average of 2 – 4 feeds with short video clips not just promoting their products, but also visualizing the production process to build the trust among their followers. They are able to acquire an average of 50 – 70 new followers per week.

D、Good quality control and on-time delivery

Joyord Sportswear understand that product quality and on time delivery matter in developing long term relationship with their customers, so they strictly control the production quality and lead time in every stage along the production chain covering materials sourcing, fabric printing, embroidery, sewing, packing and inspection. They operate their own factory in Panyu, Guangzhou spanning a total area of over 5,000 square meters, according to Qinghua, they are able to ship out the sample within 7 days against finalizing the design and details, while the bulk production can be completed in 5 – 15 days depending on the volume of the order. Currently, their on-time delivery rate is up to 95%, and if they find any issue during the production process which may cause potential delay, they will check whether the customer will accept an extension on delivery date or prefer a refund. Shen also suggests that they will make post purchase communication to ensure customer satisfaction and collect feedbacks to help them improve products and services. The customer is encouraged to leave a positive feedback if they are satisfied. In the event they receive a complaint on production quality from the customer, they will usually remake the order if the customer consents; otherwise, they will offer discount for the next order or full refund if necessary to close the compliant. Through receiving continual feedback from the customer, they can optimize their production flow for continuous improvement to suit customers needs.

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