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How Can Chinese Brands Successfully Go Abroad With The Help Of Cross-Border E-Commerce?

2022/8/9 17:19:00 0

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After the outbreak in 2020, the global new retail has ushered in new changes. Consumers have accelerated to transfer to online channels, and the growth rate of e-commerce has entered a new acceleration period. Driven by independent stations, live short videos and social media, the DTC mode of cross-border e-commerce has witnessed explosive growth.

According to the data of the General Administration of customs, the total import and export value of China's goods trade in the first three quarters of 2021 was 28.33 trillion yuan, an increase of 22.7% over the same period last year. Among them, exports reached 15.55 trillion yuan, an increase of 22.7%. It is normal for Chinese brands to seek rapid growth and expand overseas business. Nowadays, in addition to the traditional export trade, service providers with new models have created new links for overseas enterprises. Cross border e-commerce has entered a multi-mode parallel stage, and a new cross-border e-commerce industrial ecology has been formed. Chinese brands have begun to enter the international market.

The vigorous development of cross-border e-commerce is inseparable from the support of corresponding policies. From the establishment of the national pilot project of e-commerce services for cross-border trade in 2012 to July 2021, the State Council issued the opinions on accelerating the development of new formats and new models of foreign trade, which clearly proposed to "support the use of new technologies and new tools to enable foreign trade development, improve the supporting policies for cross-border e-commerce development, and cultivate a number of excellent overseas warehouse enterprises". In the past nine years, a series of cross-border policies have been successively issued, and relevant processes, laws and regulations have been improved in terms of quarantine, payment, settlement and other aspects, laying a good foundation for the brand to go abroad.

Behind stepping into e-commerce is the strong support brought by capital admission. China's export e-commerce has attracted the attention of enterprises and institutional investors. According to the monitoring data of data. 100ec. CN, a large e-commerce database under ECOSOC, there were 24 cross-border e-commerce financing events in the first half of 2022, with a total financing amount of 2.81 billion yuan. The investors include: Meihua venture capital, Guangzhou Science City venture capital, Zhejiang xingzao, etc., and the enterprises involved include ogcloud, Sanmo technology, quickcep and EUROLINK.

Among the top three categories of cross-border clothing, home furnishings and electronic hats are top three. In terms of the composition of the top 100 brand social media influence list of brandos 2021q3, the consumer electronics industry accounts for 28%, the highest proportion in the subdivided industries. Games (including game product brands and game company brands), e-commerce and industrial manufacturing accounted for 17%, tied for the second place. Pan entertainment and tourism service brands accounted for 8% of the top 100.

When Chinese local new consumer brands go out to sea one after another and open up the international market, how to localize the overseas reform as a non new consumer goods brand? How to carry out marketing work? What platform should be selected for promotion?

In the face of such problems, service providers have been born to help Chinese brands go abroad. Founded in 2018, as the official agent of Facebook and Tik tok, Eno, a one-stop overseas marketing service provider, focuses on providing overseas promotion planning, advertising and marketing training, and providing operation strategies for brands.

Help Yuanqi forest complete the overseas brand test in 3 months, expand the southeast and sub markets, and empty 50000 inventory; Assist Xiamen pemet to transform from a factory into a star brand after raising 11 million US dollars through three crowdfunding. Organizations such as eno are constantly accelerating the marketing of overseas social media to help the brand gain popularity, increase sales volume and win loyal customers, making it convenient for Chinese brands to go abroad.

In contrast, Shein, a cross-border fast fashion e-commerce giant in China, has been unable to copy its popular model. Its website sells clothing, furniture, daily necessities, pet products, etc., and is a comprehensive e-commerce platform, which is hot in overseas markets. According to app Annie and sensor tower, Sheen has replaced Amazon as the most downloaded shopping app on IOS and Android platforms in the United States. In the United States, Shein's market share in fast fashion jumped from 7% in January 2020 to nearly 30% in June 2021. The success of Shein is inseparable from the support of traffic bonus. Social media, fashion bloggers, search engine drainage and other ways bring users to the platform, while the fast response supply chain mode and warehousing system provide guarantee for customer service. According to the official information, sheen will launch a billion yuan fund to expand and transform the factories in the supplier community. The enabling plan for this expansion and upgrading covers capital, technology, management, and software and hardware environments to help the supplier partners and their communities develop more comprehensively and sustainably.

China's textile and garment industry has a complete production chain and logistics foundation. After the epidemic, the change of world consumption trend has brought opportunities for local brands. With the rise of overseas live broadcasting and the success of Chinese brands relying on Tik tok or independent stations, it is no longer difficult to go abroad. However, with the continuous operation of localization and the response speed and ability of supply chain logistics, if a perfect closed-loop can be formed, it is no longer difficult to go abroad, Then the Chinese brand will create new achievements.