[Introduction] The most important thing in the 21st century is talent, and the foreign trade will become the hardcore of the era of Industry 4.0. For enterprises, the most important thing is research and development. Therefore, 20% of the annual profit of Zhongshan Baishun Lighting Electrical Co., Ltd. is invested into the research and development of new products, which makes their solar technology has always been imitated but never been surpassed. Zhongshan Baishun Lighting Electrical Co., Ltd. reached 30 million sales during one year by using the super showcase to promote hot products.
依赖灵活稳定的交货制度，柏顺照明也开始布局Ready To Ship的产品，胡德斌说，RTS商品的普及，极大优化了当前买卖交易体验，不仅减少了买卖双方的沟通成本，而且对提高店铺的交易转化发挥了至关重要的作用。
[Four Dimensional Star Rating Ascent Secrets ]
1. Enhance Merchant and Product Capability Score
Optimize some products with high feedback rate into RTS products, and concentrate the promotion on these products by using the Showcases and Performance so as to improve the commodity capability score to meet the requirements of superior products; Upload management certificates and product certificates such as ISO9001, CE, CB, FCC, SAA etc. for corresponding products.
2. Enhance Marketing Capability Score
We required our staff try to meet the monthly RFQ before the end of the month, quote accurately, and have daily follow-up marketing and inquiry to the visitors; try to manage the reply time within 7 hours, and use p4p for promotion every day, analyse data and make price adjustments for key words regularly.
3. Enhance Trading Capability Score
Occupy most of the keywords and allocate more resources into the promotion of popular products; Facilitate communication with customers by using EDM and posting news in Myfeeds to increase product exposure rate; Categorize customers into different types, and communicate with them via different marketing methods to target customers more precisely , which is helpful for the overall conversion of the store.
4. Enhance Performance Capability Score
Organize the inventory in advance and maintain the on-time delivery rate at about 90%;Buyers are invited to make reviews, and the positive feedback will be posted on the website.
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Gathering Resources for the Promotion of Popular Items
The most popular product of Zhongshan Baishun Lighting & Electrical Co., Ltd. is the solar street lamp holders. The company mainly developed in the domestic market since its establishment in 2007, beginning to open up its foreign market in 2015 due to the fierce price wars in the domestic market and serious loan defaults. Nowadays, foreign trade accounts for 90% of the sales volume, and the main export markets are North America, South America, Southeast Asia, and the Middle East.
At present, the three stores of Baishun at International Alibaba are all verified suppliers, one of which has been open for ten years. Hu Debin said that they gained favorable traffic resources, the optimization of showcase numbers and promotion due to the verification of stores; of these resources, super showcase is the most efficient. The management system certificates and product certificates, such as ISO9001, CE, CB, FCC and SAA, coupled with the store verification, have greatly enhanced the trust of merchants. "Uploading these certificates can not only enhance our store’s merchant capability score, but also shows quality assurance of our products, which is of great help to improve the conversion rate. " In addition, Hu Debin said," The star rating of the store not only affects the weight of the store and the ranking of products, but also determines whether the store has the qualification for event registration. The lower ranking of products has impacts such as fewer buyers and fewer order inquiries, and the traffic from events is also an important resource that we should strive for. "
In terms of enhancing the product capability score, the products with higher feedback rates will be picked out on the basis of recent products’ data according to exposure, click and feedback rates, then they are optimized into RTS products with the key promotion by Showcase and Performance, improving the product capability score to meet the requirements of superior products.
The three indicators of business opportunities, marketing ability, and regular reply time, determine the star rating of marketing capability. Baishun required the staff to meet the monthly RFQ each month, quote accurately, and have daily follow-up marketing inquiries to online store visitors. At present, Baishun invests 200 yuan per day into P4P, and increases the investment to 300-500 yuan per day during the promotion event to ensure that both the number of promoted products and keywords are higher than the average of their competition. Regular data analysis and keyword price adjustments are performed. There are currently more than 200 inquiries per month, and 400 inquiries per month combined from three stores. The time to reply to inquiries is typically within 7 hours however during promotional events time to reply is cut to 2 hours. The visitors to buyers conversion rate reached 10% when the buyer's purchasing experience had been improved and business opportunities had been seized.
In addition, Baishun will pick out new products with more reviews, and focus on the promotion of them by using super showcase . "The most important factor of the birth of a popular product is the use of keywords and many resources, while also using EDM to facilitate communication with customers and post news in Myfeeds to increase the product exposure rate." Hu said, " We should categorize customers into different types, and communicate with them via different marketing methods to target customers more precisely , which is helpful for the overall conversion of the store."
Baishun operate their own factory, which make it possible to ensure product quality and on-time delivery. Hu Debin said, "we are able to ship out the sample in 5-7 days, while bulk production can be completed within 15 days. we will organize the products in stock in advance and shorten the delivery time to ensure the on-time delivery rate is maintained at about 90%." On completion of the transaction, the customer is encouraged to leave positive feedback if they are satisfied, and the feedback will be posted on Myfeed to promote the product. Hu said, "reviews are the first to show the quality of our products to customers and therefore they play a vital role in increasing conversion rates. "
Thanks to their flexible and stable delivery system, Baishun also began to layout the Ready To Ship products. Hu Debin said, "the current transaction experience has been optimized greatly and the communication between buyers and sellers has been facilitated because of the popularity of RTS products. It plays a crucial role in improving store transaction conversion rate.
The manager of Baishun Lighting & Electrical Co., Ltd., Hu Debin, said, "It is no longer an era that wins by volume, but by intelligence in this 4.0 Industry. There is a big bonus and a lot of room for development for the solar street lamp holder". Therefore, the company has focused on research and development by setting up a five-person development team and investing 20% of the annal profits into R&D, which is a higher proportion compared with other industries. "So far we have rarely been surpassed by our peers due to the highly demanding technical requirements of solar energy, our extra efforts into R&D, continuous reform of product structure and performance, application for patents, and the increased investment in pattern design” Hu said. The results speak for themselves that the company's solar street lamp holder is the best in it’s category, compared to the competition.
Hu Debin said, "In the future, Baishun will continue to express importance in regards to research and development, and it is expected that another verified store will be opening in December this year, depending on its operational capabilities. Some shopping festivals such as Double Eleven Festival, Black Friday and Christmas will bring major business opportunities for promoting our products and brand. For a better shopping experience, the stock will be well-prepared to shorten the delivery time." This coming Christmas, a 5 million Yuan turnover target has been set up by Baishun.