American Brands See Opportunities And Embrace Alibaba

"Why is China's e-commerce site always colourful and messy like a bedroom for a fourteen year old boy?" my friend who worked in the US for electric business was puzzled. Just over the Thanksgiving Day, a large number of overseas retailers lame the Chinese market.

There is no need to talk about the size of the Chinese market.

But the difference between business culture makes them go deep.

China's consumer culture has formed a natural barrier. Not only for foreigners, even journalists like me who stay abroad, the best way to return home every day is to return home.

When you return home, you will be familiar with everything, eating, drinking and playing.

But every time I throw myself into the capital at the capital airport, I will be waved to my eyes by the colorful Chinese style business atmosphere. Every shining LED billboard seems to tell me that if I do not rush into the store now, I will mislead a chance to make money.

Because of this information gap, it is time for competitors to shake hands in the market.

China's big player Alibaba has become a big brother in the hearts of many American brands and retailers.

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It is the first stop service that many foreign brands first come to, like the three hundred years ago when the European ships arrived at New York port, Tmall was the goddess of liberty.

In order to attract excellent brands, Tmall is also willing to spend a lot of money on brand marketing.

Some famous foreign brands only follow the group baton on Tmall, so that they can achieve the goal of super large flow successfully.

"We hardly spend money on marketing on Tmall," said DavidWish, vice president of CalvinKlein.

Although all kinds of marketing activities hosted by Tmall can come in at a price of 50% discounts, foreign goods are also enjoying the huge market in China.

Moreover, for a foreigner who is not familiar with life, it is not easy to run a brand website with no strange Chinese expression. Such a marketing car is almost accessible.

Of course, Tmall is not the final destination of foreign goods, for example, CalvinKlein spends most of its budget on its own suffix flagship store.

Their strategy is to introduce Tmall to the flagship store brand.

Foreign companies cherish the definition of brand so that they can sing the right tune across the sea.

Nike's strategy is to release some of Tmall's products and hang up fans' appetite to patronize their online stores with full merchandise, because they have been well balanced by the relationship between Tmall stores and their own stores.

From the stereotyped Tmall store to the full featured brand store, the two pages of the consumer have exhausted their brains.

The left and right pacing is not the solution to Tmall store.

The only way of conflict is the innovation of service providers.

BorderXLab, a one-stop marketing service for foreign e-commerce brands, aims to solve the problem that overseas e-business can not launch personalized brand strategy well at Tmall stores, and its.CN shop does not have enough traffic. It has developed the "Fifth Avenue" APP platform, and has assembled many foreign brand electric providers, pushing its products through mass data analysis, and directly guiding users to the brand website. This is Taobao's reverse operation.

When users are attracted, how to tell their stories is the next hurdle.

From the end of the last century, foreign brands did not blossom everywhere in China, and now a small step from the offline to online is a big choice for brand rebirth.

"Who am I" is always the ultimate question of brand.

CEOMichaelDeSimone, who has just worked with Alipay to bring the five largest US retailers to China for Thanksgiving promotion, said that the phenomenon that the mid-range brands of the United States are smart enough to take advantage of the opportunity to go abroad and redefine the definition of brand among high-end brands is not uncommon. BorderFree

Chinese go to Starbucks to talk business. In America, tramps go to Starbucks to go to the bathroom.

A successful example of an American medium brand dress up in China with high-end brands is also rare.

Ma Yun created a singles day out of the blue sky on the land of Shenzhou. Following the Alibaba's listing, the stock price surged easterly, and the US Businessmen investors also opened their mouth "Singles' Day".

When I was reporting on the Nasdaq stock market in November 11th, I was asked by several American journalists whether they had received a gift from singles day, as if my Chinese children really had this traditional festival.

They are not kidding, but really wait for my feedback to make reference to the content of the report.

How can I explain to them that singles day is just a super upgrade version to "thank the masses of customers for their love, the twenty percent off of our store"?

No one will be obsessed with the definition of singles day except Wikipedia.

American businessmen see business opportunities.

From department stores like Messi, Bloomingdales and SaksFifthAvenue to brands like Coach, C.K. and Nike, hundreds of millions of goods fly over the conveyor belt and sparks. Thousands of newspaper websites are swanning in the air. An office worker opens the door on the winter morning to catch the subway to ensure that you are hit by happiness.

The two wars of logistics and brand marketing are in full swing in parallel time and space.

Seeing the sweat of the courier, we can not see how many sleepless nights the marketing team has been planning.

For the US brand, entering the Chinese market is like an entrepreneurial process.

The definition of brand redevelopment or enhancement may be destruction or rebirth.

Li Qiang, co-founder of BorderXLab, said: "McDonald's in China for 20 years is not selling hamburgers, but doing marketing."

Another notable feature is the large flow of mobile terminals.

With the increasing number of measuring devices on the human body, PU, the new style of women's clothing, the European and American style small leather clothing locomotive, has infinite imagination for the deepening of human learning.

At the early stage of the development of machine intelligence, the business innovation based on the mobile advertising market has made the industry smell business opportunities.

Li Qiang, the founder of BorderX, said, "when the machine is enough to understand people, truly locate the exact taste and interest, push advertising will become products and information."

Compared with the PC terminal advertisement, the data source of the push algorithm has a unique advantage.

Data need to be updated in order to play a role, especially in buying short consumption patterns.

For example, technology house Xiaoming has just bought an electric rice cooker, and the recommendation it will see in the next few days is electric rice cooker. Xiaoming can only touch the computer and sigh the human wisdom to make the machine learn to sigh and sigh.

It's just because the machine is not full of data.

Taobao and eBay, which are popular at the PC end, find that there is a big difference between user interest and personal interest. It is precisely because the data collection of PC ends is not timely.

Li Qiang of BorderX, for example, said, "a man is interested in watching electronic products and news in the industry.

But maybe these two days, he just wanted to buy a dress. Then, as an advertisement recommendation, how can we best meet the needs of users? "This also goes back to the important problem of mobile terminals.

PC terminal data collection is not timely, and the cell phones extended to human organs are easier to find personal tastes and interests.

Of course, the mobile terminal has become a business competition.

After the black Friday this year, foreign electric providers are silent about the actual sales volume. Some people say that Hai Tao is just a thunder and a heavy rain.

In fact, the progress of consumption concept and behavior will not be dispelled by the great era of bombardment, but will be shaped by the times.

For Chinese consumers, the real luxury is not the amount of enjoyment, but the freedom and power to enjoy.

About Hai Tao electric business, the real conquest is not a record of how many sales a day is, but a recognition of brand values.