Small size and high repurchase rate, these pet supplies details determine sales

When it comes to cross-border pet business, volume is really important

Friends who have been doing cross-border business in recent years should have felt that pet supplies are an increasingly popular category, especially in the European and American markets, where there is a lot of demand. But to be honest, if you want to develop the pet category, you can’t just sell a few SKUs. Our most intuitive feeling in actual combat is that the factor of product “volume” is too important for cross-border business. Not only because of the high freight and high first-leg costs, but more importantly, the logistics timeliness and prices displayed on the platform directly affect conversion. Small volume = low cost = more competitive, this is a very realistic link, especially in the current environment where profits are getting thinner and thinner.

Three product lines, all centered around "foldability"

Our three main product lines – pet ramps, pet camp beds, and pet bags – all have the following core features: they can be folded, broken, and are small in size. For example, the demand for pet ramps is stable, whether for small dogs or elderly pets, so we made them into a “fully foldable” structure for easy storage, which reduces the packing volume. The camp bed is also designed as a broken tube style, which is easy to assemble and compact in packaging; the pet bags are all foldable + broken tubes, and with lightweight materials, the freight structure is greatly optimized. To be honest, these details are all based on actual combat reviews, and every adjustment can lead to optimization in warehousing, delivery, and cost.

Why is the repurchase rate high?

Is it difficult to repurchase cross-border pet products? It is indeed more difficult than daily necessities, but there is a chance. From our observation, as long as the product is really “just needed + high-frequency scenario”, the repurchase rate will naturally not be bad. For products like ramps, many buyers have more than one pet at home. After using them for the first time, they feel good and will easily repurchase them for a second time to give to friends, or arrange a set for new furry children. For camp beds and pet bags, once you develop the habit of “taking pets out”, you will become more and more dependent on the products. The old ones are replaced every six months, or different styles are needed for different scenarios – there are actually many opportunities for repurchase. The key is that you want your product to “stand firm.”

Whether the details are done or not, the user's choice is there

Our team is now particularly “persistent” in the matter of product details. Because we know that overseas consumers are not like domestic consumers, who can watch product demonstrations repeatedly through video live broadcasts. Many times, they just look at a few pictures and comments and place an order. Therefore, we pay special attention to things like how to disassemble the packaging, whether the structure is easy to collect, whether it is stable when put in, whether there is any odor, and whether the buckle is smooth during the design stage. Even when we take pictures of the products, we will deliberately take clear pictures of these “seemingly unimportant” small points-because it really affects the conversion rate and the rate of bad reviews. Many customers later reported that “I didn’t expect this point to be taken into consideration”, and these are the key to impressing people.

Iterate with data, win repeat purchases with user content

We are now accustomed to regularly reviewing sales + evaluation data, not only looking at sales, but also looking at what customers say. For example, there is a pet bag. Some users said that the bottom was soft. We immediately changed the material, and the next batch received significantly more positive reviews. In addition, we also encourage users to post orders, take videos and upload them to platforms or social media. Many real usage scenarios have become our best “advertisements”. Now it is not just sales driven by advertising, but more by the good reputation accumulated from product details, which has driven repeat purchases in a fission manner. Especially for Amazon and independent sites, which have strong content seeding capabilities, whoever has better product details will have stronger vitality.

To sum up in one sentence - if the volume is small and the mind is deep, there will be no worries about sales

After talking so much, it can actually be summed up in one sentence: on the road of cross-border pet supplies, whoever can make the volume small and the details fine can walk the road steadily. We also optimize while doing it. Every time we adjust the product structure and reduce the packaging volume, the final profit is “a little more”; every time we pay more attention to a small detail, the customer will have one less complaint and one more repurchase. If you are also in the pet category or are preparing to enter the market, you might as well polish your products in this direction. Volume + details are really the two keys to driving sales.