There is a saying: "Pigs can fly when standing on the tuyere."

at the moment, it is undoubtedly cross-border e-commerce. Although in 22, the cross-border e-commerce industry experienced a "roller coaster" experience: at the beginning of the year, affected by the epidemic, logistics was blocked, customs clearance time was extended, consumer willingness declined, and the industry experienced a dark period; Soon, however, everything was reversed. Unexpectedly, cross-border e-commerce is particularly hot in 22, which not only attracts a lot of capital, but also gives birth to a number of new consumer brands. According to the data, the proportion of global e-commerce in global retail has increased from 14% in 219 to 17% in 22.

and this hot trend has continued until now. The first China Cross-border E-commerce Fair (hereinafter referred to as "Cross-border Fair"), which came to an end recently, attracted a large number of foreign trade and manufacturing enterprises that have not really started the "online" leg. According to official data, the first cross-border trade fair attracted 2,363 enterprises from 22 provinces, autonomous regions and municipalities across the country, covering 33 cross-border e-commerce platforms around the world. * * * There were 62, professional merchants attending the meeting, and the total number of visitors reached 13,. According to incomplete statistics, during the three-day exhibition, * * * reached an intentional transaction amount of more than $3.5 billion.

There is no doubt that opportunities do exist and the space is indeed vast. A large number of small commodities in China are speeding up their sailing with the help of the vast market on the other side of the ocean. But in this process, it is not all smooth sailing. Someone stepped on the right tuyere, flew to the branches and became a phoenix, earning both fame and fortune; Someone was abandoned by the tuyere, fell into the abyss, and left in a daze. But what is certain is that the reasons behind the success of the real outlet are generally similar: find the right track! Therefore, we should seize the opportunity to test the brand's understanding and grasp of market trends and e-commerce website strategy. Then, in such a period, how can China brands open the second curve overseas? Before discussing this issue, we must first have a clear understanding of the difficulties faced by brands going out to sea.

grasp the "lifeline" of brand going out to sea, and solve the difficulties in going out to sea

1. Grasp the consumer demand

One of the difficulties that consumer brands need to face when going out to sea is that the demand of overseas consumers may not be accurate enough. For all brands, the insight into consumer demand is the core of supporting products. However, in the face of the rapid changes in social environment and consumption environment, consumer needs and preferences are also changing dynamically. From the perspective of overseas markets, overseas consumers' trust in the product quality, original content, quality and safety of China brand still needs to be improved. Therefore, for cross-border e-commerce, what it needs to do is to respond quickly to changes in consumer demand.

2. Grasp the new situation of e-commerce

Whether it is the e-commerce environment under the epidemic situation, the Sino-US trade friction or the new agreement under the framework of RCEP, the requirements for overseas brands are getting higher and more specific-brands are no longer just represented by a trademark and LOGO, but also need excellent product quality and high-quality supply chain resource integration for endorsement. From the perspective of international trade environment, Sino-US trade relations, EU policy changes, regulatory upgrading under the RCEP framework, cross-border e-commerce will also face new problems such as intellectual property protection and customs supervision, and it is the general trend for enterprises to accelerate compliance. From the perspective of the industry environment, adjusting the establishment of overseas brand power in the future needs the support of industry prosperity, R&D and supply chain.

In fact, to sum up, opportunities and challenges coexist for the current brands to go to sea, and what is gratifying is that the opportunities for China brands to go to sea are still considerable.

full of opportunities, it's just the right time for China brand to go to sea!

1. The continuous progress of technology has greatly lowered the threshold for China brands to go to sea. On the one hand, thanks to the improvement of the encryption and convenience of the foreign exchange and payment system, more and more small and medium-sized enterprises can easily pay for local product promotion, production and transportation. On the other hand, the improvement of software efficiency in the digital age has provided software and hardware support for many small and medium-sized enterprises. For example, Tencent Cloud, Alibaba Cloud Cloud, Huawei Cloud, etc. enable more enterprises to quickly build their own enterprise management framework with the help of existing underlying tools, without being restricted by time and space.

2. The structural changes in the consumer market and the maturity of global e-commerce websites such as Amazon have provided a new development direction for more China consumer brands, especially a large number of traditional brands neglected in the domestic market.

3. E-commerce scenarios provide brands with a lot of consumer data that can be studied, and support China brands to grasp the real needs of consumers in different countries through these data, which is one of the basic conditions for cross-border e-commerce in China to gain favor overseas.

4. From the global trend, consumers' shopping habits and shopping patterns are rapidly shifting from offline to online. Due to the epidemic, the global consumer market has undergone irreversible changes, which provides more increments for e-commerce.

5. Under the background of the global e-commerce opportunity period, China e-commerce brand has a unique advantage in this change. On the one hand, during the epidemic, the global market has a higher demand for telecommuting, distance education and other related materials, and this classification is just an obvious classification of China's supply chain, including Bluetooth headsets, cameras, lifting tables, etc. On the other hand, under the situation that the overseas epidemic situation is still severe, there are conditions for large-scale manufacturing in China, and the accelerated expansion of e-commerce brands in China provides a foundation.

6. The improvement of e-commerce website infrastructure and the structural opportunities under the background of the epidemic have opened a door for cross-border e-commerce in China to grow overseas.

Then, facing the opportunities and challenges, how can China brands open the "second curve" overseas?

1. Positioning: On the premise of deeply studying the consumption preferences of overseas audiences, accurately grasp the positioning of your own products and brands, and understand the situation of competitors, including brand situation, brand promotion situation, target customers and countries. Then according to these situations, we will decide our strategy, how to position ourselves and apply positioning to the production, design, operation and service of a new product.

2. Shaping: There are mainly two aspects: content and carrier. Turn brand core competitiveness, brand strength, product strength and customer cases into content through graphics, words, videos and pictures. The main principle of making content is to shape the content that can impress customers, and it has a sense of substitution and causes * * *. Carrier mainly refers to the bearing of content, such as platform, independent website, facebook homepage and other channel bearing methods. The process of shaping is to impress the buyer, combine the content with the carrier, and complete the whole process of brand building.

3. Communication: There are two main ways of communication: online and offline. Online, such as platform advertising, independent station+Google announcement, social media communication, video marketing, online celebrity marketing, etc. Offline such as exhibitions, overseas activities, etc.

Comments on Excellent Products: With the increasing saturation of the domestic market, "going global" has become the only way for traditional manufacturing enterprises and brands in China, and the transformation of traditional foreign trade enterprises from products to brands is imminent. However, the brand's going out to sea is definitely not an overnight success, especially the all-round planning and layout. Especially in the context of this year's epidemic situation, the brand's response speed to consumer demand has become the key to success, and it is also the embodiment of the brand's ability to resist risks. Therefore, it is suggested that the brand should shift from single-site operation to multi-site operation, and invest its vision in more diversified markets to enhance its ability to resist risks. In addition, brand competence and product competence are still the core competencies that sellers need to continuously exercise and upgrade, which together determine the long-term value of the brand. All these determine whether China brand can successfully open the "second curve" overseas.

excellent products are the "new seesaw" for local brands to go to sea

whether it is online transformation or global expansion, or building brands and upgrading products, it is not a simple matter. However, the good news for cross-border e-commerce brands is that the business environment, tools and help provided by excellent products are more mature and perfect, which greatly reduces the difficulty for brands to go to sea.

As a new social cross-border e-commerce platform, Youpin Grab Earn breaks the original e-commerce model by using three core functions: cross-border grab and drainage, social chat interception and short video live streaming back, occupying the Hong Kong market, taking Hong Kong as a springboard, realizing three jumps and radiating to Southeast Asia and around the world.

its B2B business platform-Youpin 88 provides one-stop enterprise "XaaS" service. Connect domestic high-quality merchants and brands, solve the problems of merchants in brand search, logistics and transportation, commodity docking, etc., lay the foundation for domestic goods to cross the border, and realize efficient, fast and reliable one-stop service. Help China's "good products" domestic products to go to sea, open up markets in Hongkong, Southeast Asia and the world, take China's good products for export, help merchants to open up private domain traffic, and let them truly sell their goods around the world.

The three core functions of the platform for premium products to grab and earn 5G cross-border e-commerce are: cross-border e-commerce to grab shopping function+short video live broadcast from the media function+social chat function system, so as to create a large circulation system of drainage-interception-backflow-realization. Use the business model of "one store, many countries and two platforms" to help domestic brands get traffic more cheaply, increase the stickiness with customers and reduce communication costs. Help businesses to strengthen brand recognition with self-media, provide a lot of sticky traffic and high repurchase rate, build an overseas brand IP private domain traffic pool, and obtain a large number of overseas accurate fan users at low cost.

Youpin Grab Earn also has a team of "online celebrity Traffic Partners" with more than 5, people, and adopts various methods such as policy support, platform subsidy, live short video, and head of delegation to help the brand increase fan stickiness and civic traffic, thus achieving the effect of rapid spread, expanding brand effect and making it easier for the brand to go to sea.

It can be said that many advantages of Youpin Grab Earnings coincide with the branding trend of the whole industry. As a "seesaw" for China brands to go to sea, Youpin Grab Earnings will meet the good times of cross-border e-commerce with many domestic brands.