A Thousand Word Long Article | Understanding the General Knowledge of "AI+Cross border E-commerce" in One Article
Product Notes of You Yao
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2024-09-09
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Two major challenges for B2B product managers: how to analyze and design products from multiple perspectives such as market, user, and business? How to effectively manage and promote project implementation?
This article will delve into the various roles in the cross-border e-commerce industry chain, analyzing how AI empowers these roles to improve efficiency, optimize experiences, and increase profits. From promotion, sales operations to infrastructure construction, the application of AI is gradually penetrating and reshaping every aspect of cross-border e-commerce. Through specific cases and product analysis, we will reveal the current situation, challenges, and future trends of the "cross-border e-commerce+AI" model.
According to iiMedia Research, the scale of China's cross-border e-commerce exports in 2022 is expected to reach 1.53 trillion yuan, a year-on-year increase of 10.1%. By 2024, the scale of China's cross-border e-commerce exports is expected to reach 2.95 trillion yuan, showing a significant growth trend.
1、 What are the roles in the cross-border e-commerce industry chain?
1. Platform side
According to the operation mode, China's cross-border export e-commerce can be divided into third-party open platforms and self operated platforms, with the classification standard being that self operated platforms have their own products and cargo rights.
Should product managers choose to work on the B-end?
In recent years, the Internet has experienced the upsurge of spending money on the market, and more and more realize that it is not enough to rely solely on the power of the C end. It needs to make up for the shortcomings of the B end as soon as possible. Should product managers choose to transition to the B-end?
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According to the different target users, it can be divided into B2B and B2C. The following is the main platform information:
1) B2B third-party open platform
2) B2C third-party open platform
3) B2B self operated platform
4) B2C self operated platform
2. Brand merchant/manufacturer
From going global in the form of integrated industry and trade to going global in the form of brand power, various brand merchants continue to strengthen their digital capabilities, accelerate the integration of supply chains, and enhance brand influence. Cross border e-commerce brands/manufacturers will choose to join a combination of third-party open platforms and self built independent websites. The following is information on the main brand/manufacturer:
3. Service provider
According to the management chain of cross-border e-commerce sellers, cross-border e-commerce SaaS can be divided into three major scenarios: marketing, ERP, and supply chain.
1) Marketing service providers
According to product functions, cross-border marketing SaaS can be divided into four categories: website building, product selection, operation, and customer acquisition, covering various marketing needs of cross-border sellers from "0" to "1". Due to the interconnection of functions and data between different scenarios, manufacturers are also building product matrices towards one-stop marketing SaaS. Among them, the integration between operation and customer acquisition vendors is high, while the connectivity of website building vendors is strong. The following are the main marketing service providers:
2) ERP service provider
Enterprise resource management ERP is the core management work for sellers internally, focusing on "things", "people", and "finance". According to the direction of product function extension, cross-border e-commerce ERP SaaS can be divided into operational ERP and supply chain ERP. Operational ERP is based on the basic functions of ERP and extends functions such as data analysis and advertising to the marketing end. Supply chain ERP is based on the basic functions of ERP and extends functions such as sourcing, procurement, warehousing and logistics management to the supply chain end. The following is a brief overview of major cross-border ERP vendors:
3) Supply chain service provider
Cross border e-commerce supply chain SaaS covers the funding, logistics, and product flow links after users place orders, corresponding to three sub tracks: cross-border payment management, warehousing logistics management, and procurement sourcing management. The following is a brief overview of major cross-border supply chain service providers:
4) User reach channels
User reach channels are also crucial in cross-border e-commerce, and the following are the main user reach channels for cross-border e-commerce:
2、 What are the key demand scenarios that AI can empower?
The common goal pursued by all players in the cross-border e-commerce industry, whether it is third-party open platforms, self operated platforms, or brand merchants/manufacturers, is to maximize profits.
The profit of cross-border e-commerce can be broken down into the formula: "Sales profit=Traffic x Conversion rate x Customer price - Product cost - Other operating costs".
The precise content generation and delivery in the promotion process determine traffic acquisition, the automation and intelligence of the sales operation process determine conversion rates and unit prices, and the efficient solution of infrastructure determines the cost and expenses. These are the three most important links in the cross-border e-commerce industry, and the existing AI products mainly provide services around these scenarios.
1. Promotion: Precise content production and delivery
To some extent, e-commerce is actually a way of monetizing traffic, and traffic is the first step in reaching users, determining the scale at which enterprises can reach consumers. Cross border e-commerce mainly has the following promotion methods:
AI can focus on empowering the content production and precise delivery modules in the promotion process. While improving efficiency, the ultimate goal is to enhance marketing effectiveness and increase traffic conversion rates
1) Content production
Almost all promotion channels involve the production of promotional copy, promotional images, and promotional video content, and require the generation of personalized marketing content based on the tone of the promotion platform and the target user group. At the same time, it is necessary to solve the cross-border multilingual problem. AIGC models such as ChatGPT have strong text generation capabilities and can achieve low-cost and high-efficiency content production.
2) Accurate targeting
By utilizing AI capabilities and collecting relevant data and information from consumers, such as purchase history, browsing history, search history, etc., precise analysis of consumers' consumption habits, preferences, needs, etc. is conducted to build a consumer database. Based on the interest characteristics presented by consumers, accurate advertising and marketing content is delivered, including channel selection, keyword research, bid management, etc.
2. Sales Operations: Automation and Intelligence
AI can focus on empowering modules such as product selection analysis, product listing, operational management, and customer service in the sales process, improving overall conversion rates and average customer value
1) Product selection and development
Merchants can use AI to optimize their product selection models, improve product selection efficiency and accuracy, and achieve more efficient product selection decisions from dimensions such as sales routes, advertising platforms, shelf time, and product features.
2) Product listing
Merchants can use generative AI to extract product selling points from user purchasing motivations, product advantages and defects, customer expectations, usage scenarios, customer situations, and other aspects, and generate competitive product detail pages (including product descriptions, high-quality product images, and videos);
Based on analysis of consumer evaluations, product performance, and competitors, automatically generate reasonable pricing recommendations for products, and adjust pricing strategies in a timely manner through real-time evaluation of market dynamics and monitoring of competitive prices.
3) Operations Management
The platform can utilize AI to enhance the correlation between the platform and users, and target potential consumer groups for precise marketing of products.
4) Customer Service
Intelligent customer service can be utilized for pre-sales guidance and recommendation, in sales Q&A, after-sales service, to enhance user experience and strengthen conversion.
3. Infrastructure: Efficient Solutions
AI can also provide efficient solutions in warehousing, logistics, and payment settlement modules, improving efficiency and reducing related costs
1) Warehousing and Logistics
Based on the collection and analysis of weather, traffic, and other information, predict potential logistics risks, plan reasonable delivery routes, and significantly improve order delivery efficiency; Real time monitoring and intelligent management of the complex logistics process enables businesses and consumers to accurately grasp logistics dynamics and provide efficient delivery solutions.
2) Payment settlement
Reduce cross-border transaction risks faced by e-commerce merchants and platforms, such as exchange rate fluctuations and payment fraud.
3、 What are the typical "cross-border e-commerce+AI" products?
1. Platform side
1) Amazon
2) AliExpress
Alibaba's AliExpress announced that the cross-border merchant AI tool Pic Copilot is free of charge. As a mapping tool developed by Alibaba International based on deep e-commerce insights training, Pic Copilot can quickly generate marketing selling point maps that are suitable for different national markets and languages, improving product click through rates. In overseas market deployment tests, the average click through rate of product selling point maps generated by Pic Copilot has increased by more than 7%, significantly better than traditional advertising images.
3)ebay
In 2023, a beta version of the AI tool "magical listing" was released, allowing sellers to take or upload photos in the eBay app, and AI will fill in product details based on these images. At the same time, the image background removal tool has been improved, allowing sellers to share better product images.
4) Alibaba International Station
5) China Manufacturing Network
On May 15, 2023, China Manufacturing Network officially launched the exclusive AI assistant "Michael" for foreign trade enterprises to both buyers and sellers worldwide. It has been upgraded and iterated three times so far. The nine core functions have covered the entire scenario of foreign trade transactions, including marketing promotion, brand going global, and procurement negotiation, with full chain AI service support capabilities.
2. Brand merchant/manufacturer
1) Huakai Yibai
Huakai Yibai is a representative of Amazon's general category sellers, with hundreds of thousands of SKUs and a large number of stores, covering more than 100 sub categories, and has a practical need for the large-scale operation capability of AI. The company adds 200000 to 300000 SKUs annually, and the number of online stores sold on Amazon in 2021 was 678. The company's self-developed "Yibaiyun" digital operation system, combined with ChatGPT, has achieved functions such as intelligent publishing, intelligent price adjustment, intelligent advertising, and intelligent stocking
Intelligent Price Adjustment: Continuously upgraded through independent research and development, achieving rapid price adjustment in batches. As of December 2022, intelligent price adjustment has achieved 6.1 billion price corrections on product pages through algorithm technology support;
Intelligent publishing: The number of monthly listings per capita has significantly increased, combined with the continuous upgrade of ChatGPT, greatly improving the exposure and conversion rate of the company's products;
Intelligent advertising: Continuously upgrading advertising system algorithms, steadily improving the conversion efficiency of promotional expenses;
Intelligent stocking: independently developed MRP system, significantly improving inventory age structure and turnover rate.
2) Jihong Corporation
Actively promote the application and implementation of AIGC technology in various business scenarios to help reduce internal costs and increase efficiency:
Optimizing intelligent product selection: The company independently developed the e-commerce text vertical classification model ChatGiiKin-6B based on Transformer, improving the efficiency and quality of large-scale product selection, and automatically generating matching advertising copy. As of 2023, the e-commerce text vertical model ChatGiiKin-6B has helped the company launch over 100000 new products, increasing the efficiency of product selection decisions, product selling point sorting, and advertising copy output by 95% year-on-year;
Optimizing intelligent advertising placement: The company has launched the Jike Yin AI intelligent advertising assistant ("G-king"). As of 2023, G-king has helped optimization engineers reduce an average of about 3.62% of ineffective advertising budgets, and the work efficiency in multi platform advertising placement operation processes and advertising placement has increased by more than 50% year-on-year;
Optimizing intelligent design and material generation, intelligent translation: As of 2023, the company's e-commerce intelligent design and material generation vertical model GiiAI has helped the company obtain over 50000 graphic/video materials, helping designers improve efficiency by 40% year-on-year in material design and short video editing, and helping small language translation teams improve video material content translation by 90% year-on-year;
Optimize intelligent customer service: The company's cross-border social e-commerce operation management system has been integrated with ChatGPT, and has taken over customer product inquiries and casual conversations for over 300000 customers, saving a total of 5000 customer service hours.
3) Anke Innovation
The company has been deeply involved in the field of algorithmic AI for many years, and its business is highly compatible with AIGC technology. In the future, it is expected to:
Launch intelligent 3C products that combine new technologies such as Chatgpt to enrich the product matrix. AIGC can serve as an important auxiliary tool for smart home appliance technology, enhancing interaction with customers and forming a product ecosystem.
Open the traffic portal to alleviate the pressure of marketing expenses. The company's advertising and marketing expenses account for a relatively high proportion, squeezing profit margins. Chatgpt and similar models are expected to become new traffic entry points, significantly optimizing brand company expense ratios.
3. Service provider
New products/features that have been launched by service providers in combination with AI on the track:
Emerging vertical AI service providers:
Advertising platforms: Google, Meta, Microsoft, etc
4、 Short term risks and opportunities of "cross-border e-commerce+AI" landing
1. In the short term, the combination of AI and manual labor is still the main way for AI products to be applied in cross-border e-commerce
At present, the "illusion" problem inherent in large models and the insufficient fine-tuning training have limited their accuracy. Various AI products still have problems in real scenarios, and any slight "unreliability" in the entire business chain may bring serious consequences. The combination of AI generation and manual adjustment can reduce the risks that AI may bring and improve efficiency.
In product design, based on the current state of AI capabilities, it is necessary to consider the convenience and ease of manual adjustment after AI generates generated content. At the same time, the manually adjusted data can be integrated into the model for continuous iteration and evolution, thereby continuously improving the usability of the product.
In terms of delivery method, you can refer to the image generation service process of Yunxiang Intelligence. After AI generates the effect image, professional manual adjustment is carried out, and finally the image is delivered to ensure the quality and effect of the final deliverables.
Yunxiang Smart Image Generation Service Process
2. In the medium to long term, the ceiling of "AI+cross-border e-commerce" lies in whether it can create conversion rates similar to or better than real people
In various aspects of cross-border e-commerce, AI products can quickly generate images, videos, product descriptions, and copy, as well as provide multilingual customer service and other services, thereby reducing labor costs and improving operational efficiency. However, for enterprises, the cost of saving manpower itself is very difficult to calculate clearly, and there is uncertainty. At the same time, deep cooperation from employees is still needed in the process of using AI products. They need to 'translate' their knowledge and abilities into instructions for AI. In fact, workers are somewhat skeptical and wary of such a new technology that may replace them.
But if it can generate incremental space, such as if I have the opportunity to help the merchant earn an extra 1 million, the other party will be very willing to promise to pay. If AI products can create conversion rates similar to or even better than real people through content creation, product display, and precise traffic acquisition in the promotion and sales operations, it will bring about an increase in sales revenue and huge potential for growth. To create better conversion rates, either provide products that implement end-to-end AI optimized workflows, or specialize in highly segmented scenarios.
At present, AI products focus more on single function applications in a single scenario, and there are very few products that achieve end-to-end AI optimized workflows. The improvement of conversion rates in cross-border e-commerce is interrelated and requires the integration of data from the entire chain.
Taking advertising products in the promotion process as an example, the current common product functions are relatively shallow because they are basically based on the rapid generation of marketing materials and then placed. The entire advertising placement may involve key aspects such as early stage advertising strategy formulation (promotion channel selection, budget allocation, promotion product allocation, etc.), keyword research, material production, bidding management, effect monitoring and optimization. At the same time, the advertising placement effect is also influenced by product details and website operation strategy marketing. If AI products can integrate data from various links and provide full chain services, it will greatly improve the conversion rate of advertising.
There are also companies that have entered into niche areas and taken a successful step towards commercialization, such as Kuang Ye Media from Hangzhou. They have received orders from Alibaba's middle platform, some of which are image materials for external placement on AliExpress, and some are image replacement for internal product detail pages. Unlike in the market, when solving the problem of image materials, companies like Qianmian AI mainly generate clothing model images. Huang Guanyu, the cross-border marketing manager of Kuangye Media, told the brand factory that their main focus is on the ability to produce images for the jewelry category.
3. In the promotion process, traffic acquisition needs to consider the transformation of search engine AI and other AI platforms
Gong Yi from Cross Sea Technology believes that in the next three to five years, or even shorter, the e-commerce industry will achieve over 50% of high-quality articles (including keywords) generated or assisted by AI, with over 90% of the processes being automated. With the improvement of AI generation efficiency, consumers may face the problem of information overload. Therefore, AI tools targeting the B2C industry may customize information according to consumer needs, providing them with condensed and algorithmic information.
At the same time, current e-commerce websites and search engines dominate the main sources of e-commerce traffic. With the implementation of AIGC applications, product sharing, professional evaluation websites, and AIGC platforms may become new traffic entry points. They can collect product information based on big data across the network to complete recommendations, save consumer selection costs, and profit through commissions. Cross border e-commerce sellers who are able to master AIGC search recommendation rules and write product titles/descriptions/detail page copy in the early stages of AIGC application may be able to obtain early zero cost/low-cost traffic dividends and take advantage of the situation to become protagonists.
4. Compliance, intellectual property, and controllability of large models are the main factors that may hinder the adoption of AI based products on the B-end.
Compliance: Whether using ChatGPT or other foreign underlying models, users generally worry about whether they meet regulatory requirements.
Intellectual Property: Currently, the legal definition of intellectual property rights for AI generated content is not clear. Although logically speaking, content generated using AI can also be considered original works, many large companies still maintain a cautious attitude and adopt a wait-and-see attitude towards intellectual property issues. This cautious observation limits the willingness of B-end users to adopt AI based products.
The controllability of AI big models: For example, in terms of material generation, although big models have rich knowledge and diverse art styles, they must be connected to real-life products in order to truly have value. However, it is difficult to train large models in many business scenarios.
This article was originally published by @ You Yao's product notes on Everyone is a Product Manager. Reproduction without permission is prohibited
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本文将深入探讨跨境电商产业链中的各个角色,分析AI如何赋能这些角色以提升效率、优化体验和增加利润。从推广、销售运营到基础设施的建设,AI的应用正在逐步渗透并重塑跨境电商的每一个环节。通过具体案例和产品分析,我们将揭示“跨境电商+AI”模式的现状、挑战与未来趋势。
iiMedia Research(艾媒咨询)数据显示,2022年中国跨境电商出口规模为1.53万亿元,同比增长10.1%,2024年中国跨境电商出口规模有望达到2.95万亿元,增长态势显著。
根据运营模式划分,中国跨境出口电商可分为第三方开放式平台与自营型平台,划分标准为自营型平台拥有自有产品与货权。
根据面向的用户不同,又可分为B2B和B2C。以下是主要平台方信息:
1)B2B第三方开放式平台
2)B2C第三方开放式平台
3)B2B自营型平台
4)B2C自营型平台
从以工贸一体化形式出海转向以品牌力形式出海,各品牌商不断强化自身数字化能力,加速整合供应链,提升品牌影响力。跨境电商品牌商/制造商会选择入驻第三方开放式平台+自建独立站组合。以下是主要品牌商/制造商信息:
根据跨境电商卖家经营管理链路,可将跨境电商SaaS划分为营销、ERP和供应链三大场景。
1)营销服务商
根据产品功能可将跨境营销SaaS分为建站、选品、运营、获客四类,覆盖跨境卖家从“0”到“1”的各种营销需求,由于各场景间功能和数据相互衔接,厂商们也在朝着一站式营销SaaS的方向构建产品矩阵。其中运营和获客厂商融合性高,而建站厂商的连接性强。以下是主要营销服务商情况:
2)ERP服务商
企业资源管理ERP为卖家对内的核心管理工作,围绕“物”、“人”、“财”展开。按产品功能延展方向可将跨境电商ERP SaaS 分为运营型ERP和供应链型ERP,运营型ERP以ERP基础功能为基点,向营销端延伸数据分析、广告投放等功能,供应链型ERP以ERP基础功能为基点,向供应链端延伸寻源 采购、仓储物流管理等功能。以下是主要跨境ERP厂商的简要情况:
3)供应链服务商
跨境电商供应链SaaS覆盖用户下单后的资金、物流和产品流转环节,分别对应跨境支付管理、仓储物流管理和采购寻源管理三个细分赛道。以下是主要跨境供应链服务厂商的简要情况:
4)用户触达渠道
跨境电商中用户触达渠道也至关重要,以下是跨境电商的主要用户触达渠道:
无论是第三方开放式平台、自营平台或是品牌商/制造商,跨境电商行业中的所有角色共同追求的目标均是最大化的获取利润。
而跨境电商的利润可拆解为公式:“销售利润=流量×转化率×客单价-商品成本-其他运营成本费用”。
而推广环节的精准内容生成与投放决定了流量获取,销售运营环节的自动化和智能化决定了转化率和客单价,基础设施的高效解决方案决定了成本费用的高低,是跨境电商行业中最重要的三个环节,目前已有的AI产品也主要围绕着这些场景提供服务。
从某种程度上来说,电商其实就是流量变现的一种方式,流量是接触用户的第一步,决定着企业可触达消费者的规模。跨境电商主要有以下推广方式:
AI可以重点赋能推广环节中的内容生产和精准投放模块,在提升效率的同时,最终目标是改善营销效果,提高流量的转化率:
1)内容生产
几乎所有的推广渠道都涉及到推广文案、推广图片以及推广视频内容的生产,且需要根据推广平台的调性及目标用户群体生成个性化的营销内容,同时需要解决跨境的多语言难题。ChatGPT 等AIGC 模型具有极强的文本生成能力,可以实现低成本、高效率的内容生产。
2)精准投放
利用AI能力,通过收集消费者的相关数据和信息,例如购买历史、浏览历史、搜索历史等,对消费者的消费习惯、偏好、需求等进行精确分析,搭建起消费者的数据库,并根据消费者呈现的兴趣特征实现精准的广告营销内容投放,包括渠道选择、关键词研究、出价管理等。
AI可以重点赋能销售环节中的选品分析、产品上架、运营管理和客户服务等模块,提升整体转化率和客单价:
1)选品与开发
商家可以利用AI优化其选品模型,提高选品效率和准确度,从销售线路、投放平台、上架时间和产品特征等维度实现更高效的选品决策。
2)产品上架
商家可以利用生成式AI,从用户购买动机、产品优势和缺陷、客户期望、使用场景、客户情况等方面提炼产品卖点,生成有竞争力的商品详情页(包括产品描述、高质量产品图片和视频);
基于对消费者评价、产品表现、竞争对手的分析,自动生成有关产品定价的合理建议,并通过对市场动态的实时评估和竞对价格的监测,及时调整定价策略。
3)运营管理
平台可以利用AI,增强平台与用户关联性,锁定商品的潜在消费群体进行精准营销。
4)客户服务
可以利用智能客服进行售前引导推荐,售中答疑,售后服务,提升用户体验,加强转化。
AI在仓储物流和支付结算模块也能提供高效的解决方案,提高效率,降低相关成本:
1)仓储物流
根据对天气、交通等信息的采集分析预测潜在物流风险,规划合理配送路线,大幅提高订单交付效率;对复杂化的物流全过程进行实时监测和智能管理,使商家和消费者可以精准把握物流动态,提供高效的配送解决方案。
2)支付结算
降低跨境电商商家及平台面临汇率波动、支付欺诈等跨境交易风险。
1)亚马逊
2)速卖通
阿里巴巴全球速卖通宣布,跨境商家AI工具Pic Copilot免费用。作为阿里国际基于深厚的电商洞察训练而成的做图神器,Pic Copilot能够快速生成适应不同国家市场、不同语言的营销卖点图,提升商品点击率,在海外市场的投放测试中,经由Pic Copilot生成的商品卖点图点击率平均提升了7%以上,显著优于传统广告图片。
3)ebay
2023年发布了AI工具“magical listing”测试版,允许卖家在eBay应用中拍摄或上传照片,AI会根据这些图片填写产品详情。同时还改进了图像背景去除工具,使卖家能够分享更好的产品图像。
4)阿里巴巴国际站
5)中国制造网
2023年5月15日,中国制造网正式面向全球买卖双方推出外贸企业专属AI助手“麦可”,目前已升级迭代三次。核心九大核心功能已涵盖营销推广、品牌出海及采购洽谈的外贸交易全场景,具备全链条AI服务支撑能力。
1)华凯易佰
华凯易佰是亚马逊泛品类卖家代表,具有数十万SKU及大量店铺,覆盖100多个细分品类,对AI的规模化运营能力具有切实落地需求。公司年均上新20-30万个SKU,2021年在亚马逊实现销售的网店数量为678个。公司自研“易佰云”数字化运营系统,结合ChatGPT ,已实现智能刊登、智能调价、智能广告、智能备货等功能:
智能调价:自主研发持续升级,实现批量快速的价格升降调整,截至2022年12月,智能调价通过算法技术支持实现对商品页面价格修正次数达61亿次;
智能刊登:人均月刊登Listing数量明显提升,结合ChatGPT持续升级,大幅提升公司产品曝光度、转化率;
智能广告:不断升级广告系统算法,推广支出转化效率稳步提升;
智能备货:自主研发MRP系统,大幅改善库龄结构和存货周转率。
2)吉宏股份
积极推进AIGC技术在各业务场景的应用落地,助力内部降本增效:
优化智能选品:公司在Transformer基础上自主研发电商文本垂类模型ChatGiiKin-6B,提升规模化选品效率和质量,自动化生成匹配的广告文案。截至2023H1,电商文本垂类模型ChatGiiKin-6B已累计帮助公司上架新品10万+,助力选品师在选品决策、商品卖点梳理及广告文案输出方面的效率同比提升95%;
优化智能广告投放:公司推出吉客印AI智能投放助手(“G-king”),截至2023H1,G-king已帮助优化师平均减少约3.62%的无效广告预算,在多平台广告投放操作流程、广告投放方面的工作效率同比提升超50%;
优化智能设计与素材生成、智能翻译:截至2023H1,公司的电商智能设计与素材生成垂类模型GiiAI已累计帮助公司获得图文/视频素材5万+,帮助设计师在素材设计、短视频剪辑方面效率同比提升40%,帮助小语种翻译团队在视频素材内容翻译工作同比提升90%;
优化智能客服:公司跨境社交电商运营管理系统接入ChatGPT,已累计接手客户商品咨询、客户闲聊30万+,累计节省客服5,000人次工时。
3)安克创新
公司在算法AI领域深耕多年,自身业务与AIGC技术契合度高,未来有望:
推出Chatgpt类新技术结合的智能3C产品,丰富产品矩阵。AIGC可以作为智能家电技术的重要辅助工具,加强与客户之间互动,形成产品生态。
打开流量入口,缓解营销费用压力。公司广告营销费用投入占比较高,挤压利润空间。Chatgpt等类似模型有望成为新流量入口,大幅优化品牌公司费用率。
赛道上已有服务商结合AI上线的新产品/功能:
新兴的垂类AI服务商:
广告平台:Google、Meta、Microsoft等
目前,大模型本身存在的“幻觉”问题以及微调训练的不足都使得其准确率有限,各AI产品在真实场景中仍存在问题,只要有一点的“不靠谱”,放在整个业务链条中则有可能带来严重的后果,而AI生成+人工调整这种打配合的模式,可以降低AI可能会带来的风险,同时提高效率。
在产品设计上,基于目前到AI能力现状,需要考虑到AI生成生成内容后,人工再去调整的便捷性和易用性,同时能将人工调整的数据融合进模型中不断迭代进化,以此不断提高产品的可用性。
在交付方式上,可以参考云享智慧的图片生成服务流程,在AI生成效果图片后,再进行专业的人工调整,最后再成图交付,以此保证最终交付物的质量和效果。
云享智慧图片生成服务流程
在跨境电商的各个环节中,AI产品可以快速生成图片、视频、商品描述和文案,以及提供多语言客服等服务,从而降低人力成本和提升运营效率,但对于企业来说,节省人力这笔账本身就非常难算清楚,存在着不确定性。同时在使用AI产品的过程中仍需要员工的深度配合,他们要把自己的知识能力‘翻译’成给 AI 的指令,实际上打工人对于这样一个有可能取代他们的新技术,多少是抱有怀疑和警惕的。
但如果说能产生增量空间,如我有机会帮商家多赚100万,对方会非常愿意承诺分钱。如果AI产品可以在推广和销售运营环节,通过制作内容、展示商品、精准获取流量等方式创造出与真人类似甚至更好的转化率,将会带来销售额的增长,增益空间巨大。而要创造更好的转化率,要么提供实现端到端的AI优化工作流的产品,要么切入非常细分的场景做精做专。
目前的AI产品更侧重于单一场景的单一功能应用,而实现端到端的 AI 优化工作流的产品非常少,而跨境电商中转化率的提升是环环相扣的,需要将全链路的数据打通。
以推广环节的广告产品为例,当前普遍的产品功能都比较浅,因为基本上都属于基于营销物料快速生成,然后进行投放。而整个广告投放可能会涉及前期的广告策略制定(推广渠道选择、预算分配、推广产品分配等)、关键词研究、素材制作、竞价管理、效果监测和优化等重点环节,同时广告的投放效果也受到产品详情和网站的运营策略营销,AI产品如果能整合各个环节的数据,提供全链条的服务,将极大的提升广告的转化率。
也有切入细分领域,在商业化层面迈出成功一步的公司,比如来自杭州的公司邝野传媒,他们接到了阿里中台的订单,一部分是速卖通的站外投放的图片物料,还有一部分是站内商品详情页的换图。不同于市面上,像千面AI等在解决图片物料问题时,主要是生成服饰模特图片,邝野传媒跨境营销负责人黄冠宇告诉品牌工厂,他们主要解决的是饰品品类的出图能力。
跨海科技龚毅认为,在未来三到五年内,甚至更短的时间内,电商领域将实现50%以上高质量文章(包含关键词的文章)由AI来生成或辅助完成,其中超过90%的流程将实现自动化。随着AI生成效率的提升,消费者可能会面临信息过载的问题,因此可能出现针对B2C行业的AI工具根据消费者需求定制信息,为其提供经过浓缩且经过算法处理的信息。
与此同时,当前电商网站和搜索引擎掌握着主要的电商流量来源,随着 AIGC 的应用落地,商品分享、专业评估网站和 AIGC 平台或成为新的流量入口,其能够基于全网大数据搜集商品信息完成推荐,或节省消费者选择成本,并通过佣金获利。而能够在 AIGC 应用早期,掌握 AIGC 搜索推荐规则进行商品标题/描述/详情页文案撰写的跨境电商卖家,或能获取早期零成本/低成本流量红利,乘势而起成为主角。
合规性:无论使用ChatGPT还是其他国外的底层大模型,用户普遍担心是否符合监管要求。
知识产权:目前法律对AI生成内容的知识产权界定并不明确。虽然从逻辑上讲,使用AI生成的内容也可以被视为原创作品,但许多大公司仍持谨慎态度,对知识产权问题持观望态度。这种谨慎观望限制了B端用户采用AI化产品的意愿。
AI大模型的可控性:比如在素材生成方面,尽管大模型具有丰富的知识和多样画风,但必须和现实中的商品有连接,才能真正具备价值。然而很多业务场景下调教大模型很有难度。
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