The period from Thanksgiving Day in November to Christmas day at the end of December every year is the peak season for sales promotion in European and American countries, especially the first Friday after Thanksgiving (Black Friday), followed by Cyber Monday, which is the biggest online shopping festival of the year. Gratifying, both the international and domestic e-commerce departments of Phoenix Artist Material performed well in 2018. They not only successfully ranked among the "brand merchants", but also increased the brand flow while increasing the sales volume, winning a good reputation among the end consumers at home and abroad.
During the period from "Black Friday" after Thanksgiving on November 23, 2018 to "Cyber Monday" on November 26, 2018, Amazon's online store of Phoenix Artist Material won a small battle, with daily average sales rising, the sales reached the highest value of the whole year on November 26. This is due to the partners of the e-commerce group of Phoenix Artist Material working hard to fully seize the business opportunities and the factory's efforts, which ultimately achieved a new high sales month. And there’re zero complaints customer service performance and commodity policy compliance, 95% of consumers give Phoenix Artist Material products 5-star praise.
In order to fully seize the market opportunity and expand the brand effect, the e-commerce Department of Phoenix Artist Material is ready to apply to Amazon's official website from September 2018, and carefully prepare for the early preparation of goods, store operation, platform promotion and page design, striving to improve the sales volume and the awareness and reputation of Phoenix Artist Material.
Amazon is not only a global e-commerce platform, but also an important promotion platform for many Chinese brands. Amazon has a broad and deep consumer base in Europe and the United States, and it also has a relatively mature business service system. For example, Amazon implements the FBA system (Fulfillment by Amazon), that is, overseas brand businesses send the corresponding goods to Amazon's warehouses in North America in advance, and at the same time, they undertake the online order receiving and after-sales customer service, and Amazon is responsible for the storage, packaging and delivery. However, Amazon's warehouse cannot be rented at will. Instead, it provides storage space according to the qualification of the merchants and the best-selling degree of the goods and give a certain period of time. Once the goods are not sold in time, the brand merchants will have to bear the high cost of storage rent, Therefore, Phoenix Artist Material need to have a full prediction of the market, which is a test for Phoenix Artist Material. On the one hand, Phoenix Artist Material should seize the opportunity of online shopping promotion to improve sales performance; on the other hand, Phoenix Artist Material should reasonably calculate the stock quantity to maximize the brand effect.
Brand and product must have a certain popularity, in order to get better home page exposure. In order to get the home page exposure as much as possible, the e-commerce Department of the import and export of Phoenix Artist Material on the one hand, carefully selects and prepares goods, on the other hand, cleans up the market and sweeps away the miscellaneous brands by appealing to Amazon, Phoenix Artist Material cleaned up more than a dozen informal sellers. In order to ensure the reputation of the products, the quality inspection department of the import and export department implements the strictest inspection standard before all the goods sent to Amazon are put into storage. At the same time, the domestic factories also actively cooperate and seriously pay attention to it. Finally, there is no bad comment on all the orders.
Li Jinsong, general manager of Phoenix Artist Material import and export department, said: after one year's operation, Phoenix Artist Material e-commerce Department has laid a good foundation among European and American consumers. The sales peak of "Black Friday" and "Cyber Monday" in 2018 is the best proof, which not only brings sales performance growth, but also improves brand awareness and exposure, making more consumers in Europe and the United States recognize Phoenix Artist Material, accumulated a good reputation effect. In the next step, Phoenix Artist Material will further expand the range of products, launch more self-owned products on Amazon, and strengthen the visual design ability of stores, so as to keep up with foreign well-known first-line brands.
In Li Jinsong's view, brand going global is more strategic than sales. Although the performance of online shopping is not much, but the target audience is wider, and it is for the end consumers, their satisfaction directly determines the reputation of the brand.
“Leveraging on Amazon is a way for brands to go overseas. In the future, Phoenix painting materials will open up more channels in the overseas market. For example, off-site platform promotion, diversion, development of exclusive agency and so on. After 3-5 years, Phoenix Artist Material will become the first echelon of the world's outstanding paint brands and open the market in five European countries outside North America, and strive to achieve both the influence of its own brand and the promotion of new channels.” Li Jinsong said.
