Every peak shopping period is closely related to festivals. The sales of cross-border e-commerce sellers cannot be separated from the festival promotion. Therefore, it is very important to pay attention to the time of the annual promotion. Before the start of each big promotion, we must warm up, prepare for advertising, data analysis, keyword optimization, new products on the shelves, and delivery to overseas warehouses. The operation from top to bottom is organized and implemented in an orderly manner.

In the trend of cross-border e-commerce year-end peak season promotion, home furnishing, electronic products, health management, art, hand sewing, etc. have become the best performing categories this year. In the upper reaches of the industrial chain, orders from factories have also skyrocketed. Factory orders for textiles, electronics and digital have already been scheduled until mid next year. Looking back at the first three quarters of this year and the recent peak season promotion, which products are the best-selling categories this year? In the following year-end promotions such as Double 11 and Black Friday, which categories will become "potential stocks"? How should sellers prepare?

Since the outbreak of the epidemic in 2020, the traditional foreign trade export and cross-border e-commerce industry structure, as well as the consumption habits and hobbies of overseas consumers have undergone tremendous changes. The global economy has been greatly affected, and the number of users buying goods on e-commerce platforms has reached a record high. 63% of U.S. consumers said that before the epidemic, they might have never considered the products they would buy online; 52% of U.S. consumers believed that they would buy just-needed products online.

According to relevant data such as E-Marketer, the growth rate of mobile e-commerce sales in various regions of the world is higher than the overall e-commerce sales growth rate. Among them, the growth rate of mobile e-commerce in North America and Europe exceeded 20%, and even reached 30% in Latin America.

From the perspective of platform traffic, because the sales rhythm this year is different from previous years, the traffic in the second quarter increased by 28% compared with the same period last year, and it also increased by 10% compared with the first quarter of this year. It can be seen that even in the off-season of cross-border e-commerce as generally understood by sellers, the traffic of the platform is still showing a growth trend, and it has undertaken the epidemic shopping needs of a group of overseas consumers.

From the perspective of the national market, the second quarter of the platform's key country market compared to the first quarter shows that the US market is still a country with a relatively severe epidemic. In this case, the local market has very strong demand for e-commerce. Platform data also demonstrates this point. The United States is the fastest-growing national market, followed by the United Kingdom, Canada and Italy, and France and Germany also have significant growth.

From a category perspective, hobbies (hobbies), fashion (fashion), gadgets (gadgets), home decor (household goods), and accessories (accessories) are still the top five categories with the highest transaction volume on the entire platform. Among them, hobbies, accessory, makeup, baby & kids and other categories compared the second quarter with the first quarter, and their quarter-on-quarter growth exceeded 50%. In addition to these categories, the "home economy" and other related products, such as nail salons and home sports products, have grown by more than 100%.

The peak season promotes the exposure of hot-selling products, and the volume of sellers' high-customer unit price products has risen. If the comparison between the second quarter and the first quarter does not reflect the growth trend of the cross-border e-commerce industry, sellers can also experience the aggressive peak season and cross-border e-commerce from the performance of the recent big promotion. The development potential of the industry lies. Although there are two outbreaks of overseas epidemics at present, consumers' demand for online shopping remains unabated and even stronger, especially in head markets such as Europe and the United States.

Consumers in some countries' markets have more evidence to follow in terms of category needs. For example, Streetinsider website released a report saying that sweeping robots and smart switches in the US market; Halloween-themed bags and electric toothbrushes in the UK market; multifunctional disinfectants and automatic water dispensers in the Mexican market; smart switches and detergents in the Japanese market; Canada The sales of water purifiers, anti-aging beauty products, rice cookers in the market; game consoles in the Italian market, etc. are more prominent in the local market.

In addition, the seller's choice of high-customer unit price products is also clearly visible. Red represents a slower growth interval, and green represents a faster growth rate. Obviously, in the first eight months of 2020, the sales orders for high-customer unit price products on the platform have increased significantly compared with the same period last year. Orders for products with a unit price of more than US$20 increased by 30% over the previous year; orders for products with a unit price of more than US$50 increased by 60% year-on-year.

The rise of high-customer unit price products is actually closely related to whether the products are branded products. On the one hand, while satisfying the needs of buyers, high-customer orders can also bring sellers a higher premium; on the other hand, from the platform data, the current high-customer unit price of branded products accounts for a higher percentage High customer unit prices for non-branded products. The Wish platform also attaches great importance to the growth of brand merchants this year. In addition to attracting traffic in the "brand zone", it also has customized operation support and one-to-one communication with VIP customer service channels.

Looking back at the first three quarters, from the external environment, sellers have experienced changes in demand from domestic demand to external demand; from the internal environment, sellers’ product selection and platform operation methods are also different from the past. An e-commerce product data report pointed out that in the first three quarters of this year, buyers were concerned about tear-off masks, nail polish, fitness elastic bands, water cups, blankets, yoga mats, kayak accessories, puzzles, Products such as kitchen/dining furniture, carpets, board games, and laptop casings are in higher demand.

At the same time, sellers' choices in stocking are also more oriented. From this year’s epidemic, it can be seen that sellers have three characteristics in product selection: more, more accurate, and more predictable. More, that is, more and longer time used on the platform, the platform traffic will also increase; accurate, which is reflected in the more purposeful shopping of consumers, and at the same time the traffic brought to the store is more accurate; easier to predict, That is, sellers can extend to various categories through a certain category scene to seize the potential explosion.

In terms of product selection, sellers can refer to the following directions in addition to traditional product selection methods:

Attractive. For sellers, in the process of selecting products, they will pay more attention to the sales scale of the category, recent sales trends, conversion rate and cost composition, including how much PB (ProductBoost product promotion) it needs to spend, logistics costs, and calculations In the end, how much room for bargaining with suppliers can be obtained in this category and so on.

Freshness. The so-called freshness refers to how many new products in the category can occupy a share of the overall sales. For example, the proportion of GMV of new products, including the rate of new products’ dynamic sales, plus the average number of new products on a daily basis, are all good measurement factors. As a novice seller, if you want to enter this category, you can consider the freshness.

concentration. That is, the top Listings in a category can account for a few percent of the sales of this category. For example, the top 100 links account for the proportion of GMV in this category or the proportion of the top 100 vertical merchants. The higher the concentration, the higher the barriers in this category. For novice sellers, more knowledge reserves may be needed to occupy a certain share in this category.

Degree of competition. How many products are similar to the seller in this category? Sellers can observe the number of active products in the category and the sales rate. For example, there are 1 million products in a category, and there are 10,000 products in the order. At the same time, what is the number of unique products in these categories; categories with high attractiveness indicators must also be highly competitive.

Right now, the year-end peak seasons such as Double 11 and Black Friday are approaching. For sellers, replenishing inventory, participating in the pre-heating of activities and the flow of traffic to stabilize the order is the top priority. During the big promotion period, there should be multiple channels to attract traffic. In addition to the platform on the site, you can use search engines, social media, EDM emails, official websites and other channels. In terms of product selection, you must choose the main product, which is the product that can generate high profits to sell.