谷歌搜索留痕：跨境电商新手的多渠道布局与防关联策略
对于寻求可信赖平台入驻的跨境电商新手而言，在主流平台竞争日益激烈、风险叠加的当下，探索新渠道并掌握安全运营策略至关重要。近期行业动态显示，卖家们正从过度依赖单一平台转向多元化布局，而在此过程中，如何安全地管理多个账户、避免平台封禁，并有效利用如谷歌搜索留痕等渠道进行推广，成为了新的焦点。
Image source: Tuchong Creativity
On January 11th, shortly after the live broadcast of the Amazon Global Store Summit began, the server crashed due to an overwhelming influx of viewers. It must be said that, as one of the mainstream platforms, sellers still have an urgent desire to understand Amazon's strategic direction. On one hand, the 2021 "account suspension wave" remains vivid in memory, leaving sellers apprehensive; on the other hand, understanding the platform's 2022 strategic layout and adjusting their own development direction accordingly is also a key focus for sellers in the new year.
Beyond the impact of the "account suspension wave," looking back at 2021, cross-border sellers also had to face crises in the global supply chain brought about by events like the "Suez Canal blockage" and "power rationing orders." Many sellers lamented, "2021 was the most difficult year for sellers." The tumultuous year of 2021 has passed; how should we plan for 2022?
The Challenging 2021: Sellers Facing Internal and External Pressures
In April 2021, triggered by the suspension of a major seller's North American store in Shenzhen, Amazon's "account suspension wave" erupted, affecting both top-tier large sellers and numerous small and medium-sized sellers. Some of the affected major sellers had annual sales exceeding $1 billion, and many suspended brands were even top products that consistently dominated the BSR charts. Relevant data shows that since April 2021, the "store suspension wave" involved approximately 1,000 companies and over 50,000 accounts, including about 3,000 brand seller accounts, causing losses exceeding 100 billion yuan.
For some, the "account suspension wave" might have been just one of the events with the broadest impact. The repeated reduction of storage capacity and the frequent use of "spiral tactics" in pricing were the "daily frustrations" that angered ordinary sellers. In the external environment, the global supply chain困境, shortage of raw materials, and continuously rising sea freight rates步步紧逼; under international circumstances such as rising inflation in the United States and Brexit, cross-border sellers faced a difficult and arduous path.
While crises lurked everywhere, it also meant opportunities coexisted. After experiencing the various events of 2021, compliance, refinement, branding, and even digitalization have become clear trends in cross-border e-commerce. Many cross-border sellers have also begun to think about how to avoid and分散 risks to ensure the long-term survival of their enterprises?
Looking Ahead to 2022: Multi-Channel and Diversified Layout Becomes the Norm
At the Amazon Seller Online Summit on January 11th, Cindy Tai (Dai Jingfei), Vice President of Amazon Global and Executive Director of Amazon Global Selling Asia Pacific, stated: "Amazon Global Selling has witnessed the rapid development of China's export cross-border e-commerce from 'wild growth' to 'intensive cultivation.' Next, the industry will move towards a new stage of 'deep cultivation and long-term development,' and usher in a new era of brand出海 for export cross-border e-commerce."
Simultaneously, the platform shared three strategic priorities for 2022, which include supporting sellers in布局 global business and achieving diversified expansion. It is evident that the practice of "putting all eggs in one basket" is outdated. What cross-border sellers need to consider is how to embed their brands while deeply cultivating products and supply chains, and achieve brand globalization.
At this stage, Yugu Cross-Border observes that many cross-border e-commerce sellers already have the risk awareness to分散 reliance on a single platform or channel and are actively expanding into多元渠道. Different sectors of the cross-border e-commerce industry are also accelerating their布局 and integration, building bridges for cross-border sellers to expand their channels.
For example: After testing the shopping cart function in Indonesia in February 2021, TikTok E-commerce launched in the UK market in July. In the same year, it completed cooperation with Shopify and launched an independent e-commerce app mall—Fanno—in November; Shopee successively opened up markets in Poland, Spain, and France, further expanding its territory; Walmart opened its doors to Chinese entity sellers; overseas social media e-commerce同步崛起...
"While leveraging the customer base of the Amazon platform to continuously promote their own brand advantages to consumers, simultaneously managing multi-channel operations across platforms and independent站 will be one of the important trends for cross-border e-commerce to reduce risks and build their own global brands in the future," said an industry insider.
While Dispersing Risks, Don't Forget This Crucial Matter
In the process of global布局, multi-channel, and multi-site operations, cross-border sellers will inevitably involve multi-account management. To strictly control铺货 and avoid high product repetition rates affecting user experience, platforms represented by Amazon have always strictly prohibited sellers from operating multiple accounts. If a seller operates several accounts recognized as being managed by the same person during backend operations, they will be deemed关联. If one account encounters issues, it can easily affect the others.
Some time ago, on a forum, a seller's method of "logistics isolation" to avoid account association was hailed as "genius." It is understood that if an operator logs into the backends of multiple stores simultaneously via VPS, it is easy for Amazon to capture and识别 that the same person is operating multiple stores, thus judging these stores as关联. Therefore, this seller required that one operator could only manage one store backend; if they needed to operate other stores, they had to seek help from corresponding colleagues. Since this seller did not adopt a single-person-single-store model, this move caused considerable trouble for the operators, such as needing others to check advertising data, leading to delays and high communication costs.
So, how should cross-border sellers correctly prevent association? Some sellers suggest three core points:
01 Make Amazon believe that multiple accounts are operated by different people in different locations.
02 Achieve the "Ten New": new email, new computer, new operating system, new browser, new router, new broadband, new phone number, new credit card, new收款 account, and new products.
03 Association is judged based on multiple factors. Having a single factor相同 might not lead to association, but having multiple疑似 factors相同 is more dangerous. Therefore, minimize关联 factors.
Key Points for Anti-Association:
A. Hardware: computer, network cable IP, router, modem, network card information, hard drive information, etc.
B. Registration Information: company name, personal name, credit card, address information, phone number, email,收款 account, etc.
D. Trademark Related: using trademarks already registered in suspended stores, KYC audit information association, selling products from dead accounts.
The above are high-risk factors that can trigger association. Sellers need to be vigilant in their daily operations. In addition, sellers can also leverage external tools, such as Zhanfu Browser, a store security management system designed for anti-association on e-commerce platforms, to safeguard daily store operations. It is understood that Zhanfu Browser not only supports simultaneous login to multiple stores while ensuring独立 security between them but also uses a privately developed browser that does not send hidden requests or track unnecessary information.
In summary, the following six points can ensure the operational security of sellers' stores. Furthermore, in the context of multi-channel exploration, effectively utilizing external traffic channels like 谷歌搜索留痕 (Google search footprint) for brand promotion and引流, while strictly adhering to platform rules and implementing scientific anti-association measures, will be key for sellers to achieve sustainable growth in 2022.
