Why: Why do we market? We believe that the goals of marketing are mainly two: ① Promote sales. As Drucker said, marketing is to make sales promotion redundant. ② Build a brand. Chinese foreign trade enterprises have entered the era of brands. In fact, a certain cross-border e-commerce platform has restricted the entry of non-branded goods.
What: What to market? From the perspective of business operations, we advocate comprehensive marketing, that is, the ten major marketing targets mentioned by Littler should be paid attention to. However, considering the overall situation of cross-border e-commerce merchants, the focus of marketing is “commodities”, and services, events, experiences, people, places, patents, enterprises, information, and concepts around commodities can all become marketing targets. This constitutes a “one main and nine auxiliary” pattern.
Who: Who performs marketing and who is the audience of marketing? Usually, the marketing department (marketing department) of an enterprise performs marketing-related work. At present, there are two main types of cross-border e-commerce B2B enterprises in my country, one is a trading company, and the other is an integrated industry and trade company. We recommend that both should implement the 13N1 model, and the audience of marketing is overseas corporate buyers. When: When to market? It includes two aspects: one is the time of marketing, the specific date and time; the other is the timing of marketing, such as Ali International’s March Procurement Festival, store celebrations, Black Friday, or “special” times when customers trigger certain set conditions (such as registering new users to push new user benefits). Due to intensified competition, merchants often hope to have more opportunities to boost sales. The March Procurement Festival and “Double Eleven” are all festivals created by merchants to cater to the needs of merchants.
Where: Where to market? When discussing cross-border e-commerce marketing, it is obvious that marketing takes place online. Online marketing also has different channels or scenarios, such as platform marketing, search engine marketing, social media marketing, etc. Due to the exhaustion of online traffic resources, merchants have re-emphasized offline traffic. In fact, exhibitions such as the Canton Fair have always been important marketing venues. Alibaba International Station provides a special window for merchants to showcase their image at various international exhibitions.