Advantages and Development Trends of Independent Station Group Mode
Introduction to 141
The independent station group mode refers to quickly building multiple websites through website building tools, and each website only sells products in a specific vertical field. This mode uses advertising, product testing, and explosiveness to achieve conversion, known as the "short, flat, and fast" strategy.
The gameplay of station group operation
Station group operators use website building tools to build multiple websites in batches. Each website is independent and only sells a small number of products in a specific category. Each product is tested through Facebook ads or Google's GMC, and products with the potential to become popular will have a higher budget for advertising. In short, station groups advertise, test products, and create popularity through a large number of websites simultaneously on social media and search engines, and finally achieve conversion.
Advantages and issues of station group mode
Station group mode itself does not have too much gray area. Similar to Amazon's stocking, it leverages the advantage of China's manufacturing industry to provide high-quality and cost-effective products to overseas consumers. However, the station group mode is not strongly regulated by platforms, which may attract sellers who do not follow the rules and lead to related problems.
Advantages:
- Light assets, low threshold: Compared to traditional physical stores, the threshold of station group mode is lower and requires less capital investment.
- Quick conversion: By promoting and testing products on a large number of websites at the same time, it is possible to quickly find hot-selling products and achieve conversion.
- Flexible and diverse business models: You can choose to operate multiple brands or single brands and adjust business strategies according to market demands.
Issue:
- Lack of supervision: Station group mode is prone to attract sellers who do not follow the rules, resulting in the occurrence of some irregular behaviors.
- Platform restrictions: Due to the behaviors of some sellers who do not follow the rules, some platforms have imposed restrictions and bans on station group mode.
Transformation direction: Boutique station group
Facing the challenge of supervision, some station group sellers choose a more secure transformation path: boutique station group. For example, a seller has 100 sites, of which 30 sites sell women's clothing without subdivision; another 30 sites sell 3C electronics products; and the remaining sites sell pet supplies. For testing hot-selling products, if the ROI red line cannot be approached after 2-4 weeks, the seller will decisively abandon the product.
Testing and Conversion
For new site networks, each product observation cycle may take 2-3 weeks, with 4-5 adjustments. For mature site network sellers, there are fewer product opportunities, with an observation cycle of about 1 week and 2-4 adjustments. The success rate of testing styles is about 10%. For products with high conversions, sellers will increase their budget to achieve explosive sales. The explosive sales cycle is about 3-4 weeks.
Optimize landing pages
To improve conversion rates, site network sellers should direct landing pages directly to the product's details page. In principle, it is necessary to shorten the shopping process, reduce the number of clicks and bounce rate.
In summary, the independent site network model achieves conversion by establishing a large number of vertical niche websites for rapid promotion and product testing. Although there are some problems, the site network model can become more robust and sustainable through transformation and optimization of landing pages.