Sales can be defined as a transaction between two parties where the buyer receives goods or services in exchange for money (Sales , n.d.). However, marketing can be defined as a programs businesses use to reach and persuade customers (GORDON, n.d.). Nowadays, a company success are depend on the company’s sales and marketing effort. This is because sales and marketing can increase the company revenue.
There are three example Shenzhen Zerospace Technology Ltd use AliExpress to boost their sales and marketing. For example:
EXAMPLE 1: PROVIDE PROMOTION ON ALIEXPRESS.
A promotion can boost the company’s sales and marketing. Zerospace provide percentage based discount, coupon and free shipping for their customers. For percentage based discount they offer 10%, 30% or 35% off for certain product they sell (as shown at below).
For coupon, they will give away USD2.00 coupon for AliExpress user to attract them buy their products. Also, free shipping are provided for their customer with specific courier (as shown at below). By providing the promotion, it can attract more customers to buy their products.
EXAMPLE 2: BOOST THROUGH FEEDBACK RATING SYSTEM.
Zerospace use the AliExpress platform to boost their sales and marketing through feedback rating system. By using the feedback rating systems, buyers able to judge the seller’s overall performance. So, if the rating are high or there are positive feedback it will help give confidence to the buyers and proving that the seller is trustable. This can help to boost the seller’s sales and marketing directly.
From the seller summary, its show that Zerospace gained overall 95.6% of positive feedback (as shown at above). Apart from that, it involves three criteria which are the accuracy of product’s description, the seller’s communication level and the shipment speed with a measurement of one to five-star scale on each criteria (Help Center, 2016). For example, the detailed seller ratings showed that Zerospace gained 4.7 star on the items as described parts which is 11.90% higher than other sellers. These showed that the product’s description was accurate and the buyers were satisfied with the product received. So, it can attract others buyers to buy with them.
EXAMPLE 3: BOOST THROUGH CUSTOMER SERVICE.
Another way of Zerospace using AliExpress to boost their sales and marketing are through customer service. On AliExpress, the platform do provide the contact seller service (as shown at above) which the buyers can contact the seller directly. If the buyer have any doubts, they can ask the seller directly. For example, buyers can ask for special discount personally or detail of the product or the products warranty. So, it can create an interaction between the seller and buyers.
However, the attitude of seller can decide the willingness of buyer to purchase goods from him. The friendliness of the seller also can boost the sales and marketing at the same time. If the sellers are friendlier then a negotiation are easier to complete. For example, Zerospace had showed patience while communicate with us and replied us politely. He also shows his friendliness through sending emoji.
There are 3 obstacle faced by Shenzhen Zerospace in the course of action above:
OBSTACLE FOR EXAMPLE 1:
AliExpress is a platform with many seller and many buyers. When Zerospace offer promotion at the platforms, there are others seller offer promotion at the same time. For example, BlitzWolfs also offer promotion at the same time such as free shipping, coupon and percentage based discount (as shown at below). So, the seller’s promotion effectiveness will reduce.
Thus, it will increase the buyer sensitive toward the price directly. In the long term, buyers will only buy the product with the seller when there have special offer or promotion. Hence, it will cause the company gain less profit and pampered the buyer if sellers always offer promotion for buyers.
OBSTACLE FOR EXAMPLE 2:
By using the feedback rating systems, buyers able to judge the seller’s overall performance at AliExpress. A good rating of a seller will attract more customer to buy with the seller. However, if most of the customer leave a negative feedback, it would lead to negative impact on the seller’s sales. Thus, negative feedbacks will affect the company images too. There also have some buyers purposely give negative feedbacks for gain advantage from sellers. So, buyers will have less confidence toward the specific seller and they will switch to other sellers.
OBSTACLE FOR EXAMPLE 3:
“Contact seller” are a way for giving the buyers to contact the sellers in one-to-one conversation. However, it is a time consuming for the sellers to complete a negotiation with a buyers. Also, there are time difference between the buyers and sellers because the sellers are from China and the buyers are from the different country. So, seller may reply the buyers more slow and buyer cannot get reply from seller on the spot. For example, when we negotiate with the seller, sometime we only can get 1 reply in one days so, it needs more time for us to complete the negotiation. Thus, it will affect the company image by their low replied rate. When seller negotiate with buyer, there will be misunderstanding such as seller may give wrong information to the buyers and unable to solve customer’s problem. So, company need hire employee which expertise with multi-language due to conversation with different country buyer.
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