CAMEL Camel: 2015 Will Change The Development Strategy Of Cross-Border Business

It seems that the trend of domestic brands to cross border is an irreversible trend. However, what path to go out of the country is still a matter of long-term exploration.

Recently, shoes and clothing brand

Disclosed to reporters that it will change from 2015.

The platform and the official website "go to sea" have been pformed into the local market by setting up overseas branches.

Wan Jingang, general manager of camel, said that camels have been in progress in 2014.

EBay, Amazon and some proprietary B2C have launched cross-border business, but the base is very small, and the proportion in the overall business is not enough.

After more than a year of exploration, camels gradually discovered that the way of doing cross-border business through the third party platform and the brand official website is not feasible. It is difficult to really go deep into the overseas market, nor is it suitable for brand promotion.

"Most domestic cross-border e-commerce platforms are not mature in foreign markets, and local language, culture and customs are hard to penetrate, so it is difficult to achieve localization.

In addition, if we are a brand name, if we rely on these platforms to enter the overseas market, we will face many problems, such as the difficulty of brand promotion, product design which is not in line with the local people's aesthetic, Limited sales channels and so on.

Wan Jingang said.

However, camels will change the development strategy of cross-border business starting in 2015.

Wan Jing Gang pointed out to reporters that camels have chosen the two target markets of the United States and India, plans to set up branches in the local area, engage local staff in product design and operation, and choose the local e-commerce platform as a sales channel.

This ensures the localization from the front end to the back end, as well as the brand development in the long run.

It is reported that camels are preparing the team for the US branch and building overseas warehouses, and will soon be formally put into operation. At that time, camels will enter eBay, Amazon and other large US e-commerce platforms.

And its India branch will also choose to cooperate with Snapdeal, Flipkart and other well-known local e-commerce platforms in India.

Mr Wan pointed out that the choice of two distinct markets in the United States and India as a starting point has multiple considerations.

The United States is mainly based on price factors. China's clothing products are quite popular in the US market because of its high cost performance, so this is a good opportunity for camels.

"Through China's cross-border e-commerce platform to sell products to the United States, facing slow logistics, after-sales service is not in place, slow update style, and achieve the operation of the United States can solve these problems.

According to market demand and fashion design, the American team will produce products from Chinese factories and then deliver the goods to the US for sale.

As for the India market, Mr Wan said that India has a large population and a high degree of youth and rapid economic development, and is a potential market.

At the same time, there is a lack of outdoor brand in India, and the clothing brand is doing very little, and the market demand is huge. If the camel cut in as early as possible, there will be a chance of success.

In addition, he told reporters that it is a major trend for Chinese enterprises to strengthen foreign investment.

For camels, the global layout is not something that can be accomplished in a short time, but a long-term strategy.