Ma Ying Long, The Leader Of The Brand, Is Also Pushing On Him.

Looking at the world, China's brand of the sea force is giving birth to another new industry -- the brand goes to sea to operate.

Founded in 2014, the fire bat electricity supplier launched its brand generation operation in 2016, and began to enter the operation of the brand in 2018.

Whether it's $102 billion in Southeast Asia, or $69 billion in the Middle East, or a huge volume of other markets, Chinese service companies want to bring branded businessmen to the sea.

1. The "passive" brand goes to sea.

Clothing, home appliances, shoes and hats, light industry enterprises and other industries have begun to set foot in cross-border electricity providers, but they have unwittingly revealed that the pace of following the platform is undoubtedly "passive".

ODM, a garment manufacturer born in the past, has been aware of the need to integrate online and offline. However, in the area of "going to sea", it mainly relies on the platform to launch online sales.

At present, Yin man and Ali's fast selling, Jingdong's Jingdong Indonesia station has cooperation.

The head of the company has told the billion power that although the platform has already solved the related payment problems, in the aspect of logistics, it can only use the platform designated logistics mode and follow the rules of the platform.

"Yin man has just started, so he can only follow the platform now."

The person in charge said.

As a major domestic munitions light industry enterprise, China International Group is also beginning to take the road of cross-border electric business. For its future plan, its head also admits: "as a newcomer, we will follow Ali more in the future."

Of course, even if Tmall's brand launch plan has been implemented for some time, there are still many enterprises in a fog. Even overseas sales are also told that it can be said to be very passive.

The head of a household electrical appliance company told the billion state power that it did not take the initiative to do cross-border business, nor did it set up a special cross-border electricity supplier department or team. The reason why the existence of overseas consumers was purely "unexpected" was that a group of data released by Tmall was able to know its sales across the border area. However, after knowing the data, it hesitated because of whether to increase investment, because it was not ready.

When Chinese brands know something about "going to sea", the operation of brand operation on the sea has come into being.

2, hatch 10 brands to the sea.

In September 2014, Tmall electric merchants served 42 operators, and 18 of them sold 300 thousand in the first month of trial operation.

According to Nie Xuefen, at present, the number of domestic Tmall brand businesses has exceeded 100, and has been selected as "Tmall four star service providers".

The qualification requirement is that the total GMV of the service providers will exceed 1 billion 500 million, and the annual sales of the service brand will reach twenty million to thirty million.

In the domestic market has already become familiar with the times, the fire bat electric business began to try to broaden channels, to go overseas.

Of course, as with Chinese brands, the fire dealer has difficulty in doing business at sea.

Nie Xuefen said that due to the basic situation of Southeast Asian six countries, consumer demand is also different, coupled with language barriers, lack of small language talents, fire bat electric business in the early stage will also encounter challenges.

"Now, the fire bat electric business is still rented third party overseas warehouse, using the fast selling and Lazada through the rookie logistics system, with the brand operation, we will also set up our own overseas warehouse in Southeast Asia and Russia," Nie Xuefen said. "Our company has done a lot of preliminary research work for the cross-border part, and has gradually focused on Southeast Asia and other emerging markets through in-depth understanding of cross-border characteristics."

At present, there are only 3 brands of commercial brands on the behalf of the fire bat, including Ma Ying long, Mark Ed Faye Mens and its nothing.

Nie Xuefen said that this year's goal is to hatch 10 brands.

3, the attempt of Ali system

As a leader of the brand, it seems to be less active on behalf of the operators.

In 2017, Ali opened Tmall's marine project. "Taking Tmall as the main engine, using Tmall and Taobao as the 2 billion core commodities of the electricity supplier, we gradually succeeded in duplicating the Tmall ecological mode and landing in Southeast Asia, India and the whole world.

In the past two years, Ali has also increased strategic investment in Lazada in Southeast Asia, and gradually opened up with ALI system.

Under the firm strategic objective of the platform, in 2018, the fire bat business group set up a special international business department and made it an important development strategy for this year.

"Like the rest of the country, we are more of a platform based policy. At present, we have cooperation with fast selling and lazada," said Nie Xuefen, a partner in the electric business of fire bat.

"The difference is that the threshold for brands to do Taobao and Tmall in China is relatively low, but to do cross-border electricity business, we need to consider brand awareness, supply chain situation and products themselves."

Nie Xuefen believes that the brand goes to sea, and goods are very important. Some brands may be very suitable for the brand to go to sea, some may not be suitable.

For example, Ali is also supporting the brand to sea, but mainly for a small number of categories and shops, such as clothing, cosmetics, household goods and other products with strong supply chain in China.

Whether Chinese brands are suitable for overseas markets and whether overseas consumers accept them is a problem that brands must consider.

But many brands still do not have this kind of thinking, blindly follow the domestic business strategy to do overseas markets.

"In particular, many brands have not even done foreign trade, and sales after sea are not ideal."

In Nie Xuefen's view, Chinese brands should be divided into two parts for cross-border electric business, one is the re establishment of brand awareness, and the other two is to increase sales.

She believes that the two are mutually beneficial, with brand awareness to do the incremental, with the increase, brand awareness naturally increased.

4, with overseas social interaction.

Of course, different enterprises have different needs. How can the electric power providers meet the personalized needs of the brand?

According to Nie Xuefen, "Mark Ed Faye just wants to have more sales channels, so we only do increments, they supply, we are responsible for the operation and platform building, Ma Ying long, in addition to the incremental need to build overseas brand awareness, we provide operation and technology and brand promotion services, in order to collect fees and commissions."

So, how does the fire bats electricity supplier lead the brand to attack an overseas city?

Nie Xuefen said that he mainly relied on the following two points:

First of all, the fire bat electric business has its own brand shop. Its annual sales volume in the domestic Tmall can reach thirty million to forty million. It has its own operation mode for the brand building, plus the resources that the generation runs, has the innate superiority.

Second, combine the pformation ability of overseas social interaction.

In the promotion aspect, the fire bats electricity supplier will carry out the station promotion with tiktok and Instagram.

Nie Xuefen said that although the social platform abroad started earlier, the commercialization at this stage is still not mature domestically, and most of the brands have yet to pay attention to the pformation of this part.

It is reported that online, the fire bat electric business will be promoted by post and short video, such as the existing Facebook flagship store, to help brands shop promotion.

Nie Xuefen said the Facebook flagship store had abandoned the traditional advertising method to jump and drain, and converted to direct purchase page and pformed it to a higher level.

And the cost is not high. The annual fee is between two thousand and three thousand yuan.

Online, the fire bat electric business will not do more promotion at present.

Nie Xuefen said, like Ma Ying lung, a brand that has already done well under the overseas line stores, many of their products are exported to large quantities overseas, distributing to overseas drugstores and supermarkets, and the experience is very mature.

Nie Xuefen believes that there are few service providers in the country who are going to operate their brands on the sea. They serve more and more small and medium-sized sellers and sell goods on express selling and Lazada.