At present, it is undoubtedly cross-border e-commerce that is at the forefront. Although in 2020, 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, consumers' willingness declined, and the industry experienced a dark period; Soon, however, everything was reversed. I didn't expect cross-border e-commerce to be particularly hot in 2020, which not only attracted a lot of capital, but also gave birth to a number of new consumer brands. The data shows that the proportion of global e-commerce in global retail has increased from 65,438+04% in 2065,438+09 to 65,438+07% in 2020.

And this hot trend has continued until now. The first China cross-border electronic commerce Fair (hereinafter referred to as the "Cross-border Fair"), which came to an end recently, attracted a large number of foreign trade and manufacturing enterprises that have not really started their "online" journey. 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 62,000 professional merchants, and the total number of visitors reached 6,543,800+3,000. According to incomplete statistics, during the three-day exhibition, the amount of intentional transactions reached by * * * exceeded $3.5 billion.

Undoubtedly, 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 smooth sailing. Someone stepped on the tuyere, flew to the branches, became a phoenix, and gained fame and fortune; Some people were abandoned by the tuyere, fell into the abyss and left at a loss. But what is certain is that the reason behind the success of the real way out is 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 strategies. 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.

Grasping the Lifeline of Brand Going to Sea and Solving the Problem of Going to Sea

1, grasp the consumer demand

One of the difficulties that consumer brands need to face when going out to sea is that their grasp of the needs of overseas consumers may not be accurate enough. For all brands, insight into consumer needs is the core of supporting products. However, in the face of rapid changes in social environment and consumption environment, consumers' needs and preferences are also changing dynamically. From the perspective of overseas markets, overseas consumers' trust in the quality, original content, quality and safety of China brand products 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 trade friction between China and the United States, or the new agreement under the RCEP framework, the requirements for overseas brands are getting higher and higher and more specific-brands are no longer just trademarks and LOGO, but also need excellent product quality and high-quality supply chain resources integration to endorse. Judging from the international trade environment, Sino-US trade relations, EU policy changes and 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 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, there are opportunities and challenges for brands to go out to sea now. Fortunately, the opportunities for China brands to go out to sea are still considerable.

The opportunity is full, and it's 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 encryption and convenience of foreign exchange and payment systems, 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. Such as Tencent Cloud, Alibaba Cloud and Huawei Cloud. So that more enterprises can quickly build their own enterprise management framework with the help of the existing underlying tools, not limited 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, and the global consumer market has undergone irreversible changes due to the epidemic, which provides more increments for e-commerce.

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

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

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

1. Positioning: On the premise of in-depth study of overseas audiences' consumption preferences, accurately grasp the positioning of their 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 can 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 two main aspects: content and carrier. Through graphics, text, video and pictures, the brand core competitiveness, brand strength, product strength and customer cases are transformed into content. The main principle of making content is to shape the content that can impress customers, have a sense of substitution, and cause * * *. 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 buyers, combine content with 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: With the gradual saturation of the domestic market, "going out" has become the only way for domestic traditional manufacturing enterprises and brands, 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 achieved overnight, especially in all-round planning and layout. Especially in the context of this year's epidemic, the response speed of the brand to consumer demand has become the key to success or failure, and it is also the embodiment of the brand's ability to resist risks. Therefore, it is suggested that the brand should change from single-point operation to multi-point operation, and put its vision into more diversified markets to enhance its anti-risk ability. In addition, brand ability and product ability are still the core abilities that sellers need to constantly exercise and improve, which jointly determine the long-term value of the brand. All these determine whether China brand can successfully open the "second curve" overseas.

Excellent products grab local brands to go to sea "new seesaw"

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

As a new type of social cross-border e-commerce platform, Youpin Grab takes advantage of three core functions: cross-border grab and drain, social chat interception and short video live streaming back, breaking the original e-commerce model, occupying the Hong Kong market, taking Hong Kong as a springboard, achieving three jumps and radiating Southeast Asia and the world.

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

The three core functions of Youpin 5G cross-border e-commerce platform are: cross-border e-commerce shopping function+short video live broadcast from the media function+social chat function system, and create a drainage-interception-backflow-realization system. With the business model of "one store, many countries and two platforms", we can help domestic brands get traffic more cheaply, increase the stickiness with customers and reduce the communication cost. Help merchants to strengthen brand awareness from the 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 also has a team of "online celebrity traffic partners" with more than 5,000 people, and adopts various methods such as policy support, platform subsidy, short video live broadcast and head commission to help brands increase fan stickiness and citizen traffic, thus achieving the effect of rapid communication, expanding brand effect and making it easier for brands to go out to sea.

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