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.
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.