Channeladvisor President Of China James.Huang: Explore Multi-Channel Network Marketing

On the morning of September 17th, 2014 China

The fourth annual conference of business conference and Trade Fair was held in Shenzhen.

James.Huang, President of ChannelAdvisor China, delivered a keynote speech at the site to "see the world-famous e-commerce platform and explore the multi-channel marketing of the whole network".

Xiaobian reorganized the speech record and published the highlights to share with you.

I am president of James.Huang, ChannelAdvisor China. Today, I am very grateful to the Hai Trade Association for inviting us to Shenzhen, and inviting so many excellent sellers to attend.

First of all, I would like to spend some time understanding the background of the seller. There are three questions: first, you have heard of this company, almost 1/3 people raise their hands; second, you sell more than 2 platforms, more than 1/3 people raise their hands; finally, if you have a self running website.

Thank you for sharing your background.

This morning, when I went downstairs, I took a calendar. Actually, I saw that the trade fair arranged very rich exhibitions and many topics. Today I am very honored to have chosen this topic for you. I believe everyone has 2 ideas in this room.

First, in recent years, relying on 1 or 2 platforms for sales risk is too great, whether eBay or not.

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Two, especially some old rivers and lakes, there are 3, 5, 10 years of sales experience, now the team is mature, the supply chain has stabilized, and we have been looking for this opportunity to do more channels, so today we are going to give you a special topic, that is, dig the global electricity supplier channel, through this opportunity, we can make greater efforts.

We are divided into 4 parts today.

1, our introduction;

2, the status quo of China's foreign trade business.

3, some analysis of foreign electricity supplier's platform.

4, our solution.

In order to win everyone's interaction, many of my colleagues in private have prepared some exquisite gifts for you.

We set up in 2001, and in North Carolina, our mission is to provide a cloud channel management tool to enable Chinese businesses to reach consumers around the world.

Through our efforts in the past 13 years, we have accumulated nearly 2500 core benchmark customers, such as the UGG of the United States and so on. In China, we have accumulated some benchmark customers. The core customers of Dunhuang network, Lanting Pavilion and Lenovo spent almost 4 billion 400 million dollars on our platform last year. Our efforts finally paid off, and they were listed on the New York stock exchange in May 2013 last year.

Our company has been pursuing globalization, so we have set points everywhere, including in North America, South America, Europe, Australia and China. This is for easier access to local consumers, businesses and platforms. You can see that the blue area is the integrated platform of all parts. It adds up to almost 335 platforms abroad to integrate into our platform, so I will give a brief introduction to our company's background.

Recently, many news reports are talking about domestic electricity providers. Why? Alibaba listed, many news data are pparent, but many are also very vague, so today I integrate some data to share with you.

Although businesses are now sub base, most of them are divided into

Shanghai, Guangdong, and now the foreign trade business is almost $29 billion, of which 20 thousand are bought on the trading platform. The trading platform is for example, Amazon, eBay, my first question is to ask the audience, the top 3 trading platform, guess which trading platform is the first place? Please raise your hand. We have some good gifts.

Speed sell, so last year's earnings report, he has written out that almost 4 billion 500 million U.S. dollars trading volume, followed by eBay, and then Amazon.

I like this industry very much. Why? In the industry for 10 years, I have always appreciated Chinese businessmen, and I have always been concerned about these data. But friends often call me and say that although I have done a lot, I am not reconciled to it. I feel that I have not done anything in the past, and have not done so. How can I expand my business on other platforms?

Really, the problem they say is right, they do not have a good chance, because many foreign businessmen have 4 billion 400 million dollars in our trading on the platform, I will supply a database to show you what opportunities should be held in foreign countries.

From 2002 to 2007, you can see the trend of the development of the whole business in the United States. Why do we take the United States as an example? Because the United States is the most mature market, and it is also representative.

China is the trading platform, such as Tmall and Taobao. What did I mean by that? When I was in college in 2001, when I wanted to buy a new computer, I was going to drive to buy it.

But my friend said stop, you should not go to the physical store to buy, you should go to a website to see.

At that time, I realized that I had a good customer experience. I could assemble my own computer and deliver it to my door.

I immediately saved the webpage to my browser and saved it to my favorite web page, which is the mode that most consumers consume in the US.

Then compare search, many consumers say I want to go to the cheapest place to buy things. Finally, I want to socialize. For example, Facebook, you should not buy things from the trading platform. Your most reliable friend is the product you can introduce to your friends, so today the American market has become a scale of 300 billion dollars, and it has been allocated into various channels.

What does the business represent? The consumer becomes very complicated and very selective. There are many ways to digest your product information. This is the point, so the electricity supplier and the seller are becoming more and more complex.

The next question I want to ask is: just now, someone said that when dealing with multiple trading platforms, I would like to ask you how much the trading platform accounts for more than 30% of the US electricity suppliers. Now the trading platform accounts for almost 40% of the total number of searches, accounting for almost 40% of the total number of pactions, and other items including parity shopping or social networking accounts for a little less than 20%. Then almost 190 million of the consumers are in the US, so today we are looking at this matter from the perspective of us businessmen. If we look at the operation of the trading platform first, how do the US businesses operate? So the trading platform accounts for almost 90 billion dollars in the 300 billion platforms, so the US will see how these decisions decide which platforms to give priority to.

What is the coverage of this platform? What is the consumer product category again? Can you say third or fourth what is the biggest platform? Walmart, Sears become his additional platform, for example, the new egg net, they are almost from the big row to the small, so because of the limited resources, they will operate the core platform first, then do additional platform.

The next question many businessmen will ask is that I am a comprehensive seller. How do I know the standards that meet these platforms? Registration standards? We will list the 4 different specifications that are the main platforms.

1, is registration open or invitation?

2. Where do you need the business license?

3, the company or the United States.

4, there are special provisions for freight and payment.

Basically, these 4 platforms are very easy to operate for Chinese sellers. Amazon, eBay, speed sell, Sears, and registration of US companies are very important. If you want to develop more channels, I will try to register other companies, but they ignore me. They can also help you, because we are the biggest partners, there are special service docking platforms, such as green channel, or help you arrange a customer manager.

They also have some ads on the front page. How do you participate in the promotion of this homepage? These are open channels. This is a way of trading platform.

I said just now 3 kinds, 3 kinds of channels, just now is the paction platform, now is the advertisement platform.

Advertising platform you must focus on the core platform, the core platform is the first paid search, which accounted for 40%, that is, in all the market, but there are so many search engines, you do Google, Microsoft movies, and YAHOO, has caught most of the market, the good news is that they do not have any registration restrictions, Chinese sellers can register, I see that there are some old rivers here. If you register Google from Chinese companies, it is likely that the cost cost is different from that of American companies, because the business tax issue will cause higher cost.

Again, for example, if you do 5 platforms, it's about grabbing 80% of the market, so we all know that we have several priorities. The first point is that if you want to be an American market, you must strive for it, but every country has its different ways of distribution, like Europe, which is almost the same as that of the United States, but Asia is the trading platform. Finally, South America is almost 25%, so you must do more channels.

The two is to focus on the core platform. Third means that we must register American companies. Local companies are more likely to do more platforms and are more likely to attract local consumers. Finally, each country has different ways of operation.

In fact, many bosses have a dream. They will have to do all kinds of platforms like this businessman. Of course, our operators will have a headache, because real implementation is very difficult, so we also know that many people use third party software.

There are many third party software. This is the data from eBay to 11 years to 12 years. If you choose the right software, it will help you grow fast. If you choose the wrong one, you will spend a lot of time. Another situation is that the company has closed down and put you down together, so finding partners is very important.

If you are a business, you can import your inventory information into the system. We have the cloud, which will let you know that we provide three functions, one is automation, the second is advertising optimization, and the third is optimization.

Every year we are forcing ourselves to add a lot of platforms. As the platform added in September, there are two major conferences a year. In September, we added some German platforms. So now Germany supports 5 big trading platforms, and we support new eggs in North America.

On the advertising platform, we strive to add social platforms. We support YAHOO from the mobile end, adding 5 to 10 new platforms every year.

Finally, we also know that we can't throw software into everyone, so we can do a very successful business, so we need to provide a service, support structure, and bring consultants back. Every time we join in our activities, there will be a customer.