"Luban & SDS Customized Selection: 2024 POD Overseas Marketing Growth Guide" is jointly released by Luban Cross-border and SDS Customized Selection. It mainly introduces the relevant content of the POD (Print on Demand) model, including industry overview, features, models, product selection, operations, marketing and promotion channels, etc., and provides some cases and a marketing calendar, aiming to provide a growth guide for POD overseas merchants.
1. Introduction to POD and Industry Overview
- Model Introduction: POD is an e-commerce operation method where products are produced and shipped only after customers place orders, suitable for small and medium sellers and entrepreneurs. As consumers' demand for personalization increases, the POD market continues to expand. It is expected that the global market size will reach $10.21 billion in 2024 and $87.13 billion in 2033.
- Consumer Analysis: The POD market caters to various types of consumers, with Generation Z being the main target consumers. There are differences in demand for POD products in different regions, with North America having the highest market share and the Asia-Pacific region having the greatest growth potential.
- Product Analysis: The apparel industry dominates the global print-on-demand market, and home decor is expected to achieve a compound annual growth rate of 27.8% during the forecast period.
2. POD Features and Model Introduction
- Customization Features: Content empowers emotional expression. POD customized products can convey warm and specific blessings at special moments and are deeply loved by overseas consumers.
- Model Preferences: Compared with traditional standard products, the customization model focuses on personalized experience, with production after order placement, zero inventory, and light assets, suitable for small and medium sellers.
3. POD Model Segmentation & Operation Models
- Model Segmentation
- Mass Quick Response Model: Sellers customize products by designing patterns and listing them for sale, which can be combined with current hot topics or self-traffic patterns to achieve zero-inventory product testing and low-cost operations.
- Customization by Image Model: Sellers customize production based on patterns/text provided by customers, giving products the attribute of personalized gifts, meeting consumers' personalized needs, and bringing product premium.
- Distribution Model: The store group general distribution model is suitable for startups, with a low operation threshold, but requires patience to accumulate stores and SKUs. After stable testing through refined distribution, products can be shipped from warehouses or directly selected and tested in small batches combined with materials.
- Customization Model: Merchants provide design templates, and customers add personalized elements. There is also a higher degree of full customization, suitable for teams with customization and boutique operation experience.
- Operation Elements
- Product Selection Elements: Consider people (audience segmentation, target), products (selection dimensions such as market potential, target customer group, product cycle, content model, cost pricing), scenarios (common scenarios), time (festival nodes), etc.
- Operation Points: Create customized products with emotional resonance for different groups, simplify the customization process, enrich the selection of customization themes, and improve conversion.
4. POD Product Selection & Operation Elements
- Independent Site Cases: Introduces POD independent site cases such as LGBTQ+ apparel brands, gift customization brands, pet customization gift brands, customized phone case brands, and home accessories brands, showing the positioning and operation models of different brands.
5. POD Product Recommendations: Recommends corresponding POD products according to different seasons and festivals, such as 3C products and study supplies for back-to-school season, jewelry and couple outfits for Valentine's Day, etc.
6. POD Marketing and Promotion Channels
- Traffic Channels: Social media (Facebook, Instagram, TikTok, Snapchat, etc.) and search engines (Google) are the main traffic channels suitable for POD marketing and promotion.
- Facebook Advertising Strategy: The fit between POD products and Facebook includes personalized needs and precise targeting, visually-driven ad formats, user behavior data-driven dynamic ads, social sharing and word-of-mouth communication, etc. Introduces the application of Facebook advertising strategies in POD, including preliminary preparation, pixel code installation, ad format selection, ad type and audience targeting, ad copy and creativity, dynamic adjustment of ad budget, product pricing and promotion strategy testing, etc.
- Google Advertising Strategy: Analyzes the compatibility between Google and POD merchants, including precise search intent capture, global coverage, visual appeal of display ads, remarketing functions, and precise targeting capabilities. Introduces the Google advertising guide for POD merchants, including pre-launch preparation, mid-campaign strategies, and post-campaign optimization.
- TikTok Advertising Strategy: Explains the compatibility between TikTok and POD merchants, such as a large user base, viral spread, freedom of creative expression, and precise targeting. Introduces the TikTok advertising guide for POD merchants, including the preparation stage, website compliance, TikTok account creation, ad setup, data analysis, account optimization, etc.
- Snapchat Advertising Strategy: Explains the compatibility between Snapchat and POD merchants, including immediacy and short cycles, social sharing and viral spread, regional and audience targeting, and low-threshold market testing. Introduces the Snapchat advertising guide for POD merchants, including pre-traffic preparation, ad optimization and adjustment suggestions, etc.
7. POD Marketing Calendar: Analyzes the psychological motivations of users purchasing POD products, such as the pursuit of personalization, creating a sense of participation, and serving as personalized gifts. Provides a marketing calendar for different quarters in 2024, including festival celebrations, promotional peak seasons, major events, etc., and classifies and introduces the characteristics of different countries and regions.
8. Company Introduction
- Luban Cross-border: A one-stop overseas marketing service platform under BlueFocus, with more than 20 mainstream overseas media resources such as Meta, Google, TikTok for Business, etc. It provides advertising marketing resource integration, multi-platform data aggregation and analysis, asset and fund management, and also offers overseas training.
- SDS Customized Selection: Committed to creating a new ecosystem in the customization field, providing one-stop comprehensive services for cross-border sellers with the S2B2C model, including self-owned and cooperative factory production, flexible customized supply chain selection, and efficient DIY customization design.
