Business strategy sometimes does not require any flashy business school dogma. Although the Internet is unbounded, when implemented at the specific operational level, the concept of global localization will never be outdated. Localization is the key to the sustainable development of cross-border e-commerce. The world is diverse, with many different religions and languages. Southeast Asia is relatively conservative in clothing and has religious characteristics. The same is true in Africa, where there are British, Portuguese and French colonies and various races.
If cross-border e-commerce wants to become bigger and stronger, it must eventually go abroad and provide localized services in order to compete with its foreign counterparts. Cross-border merchants are trying to carry out localized operations, including localized services and marketing, to get as close to consumers as possible and provide “last mile” services. For example, Dalong.com, Milan.com, Lantingjishi, etc. have all opened experience stores abroad. JD.com has also established a warehousing operation center in Russia. Big sellers have also established overseas warehouses and shipped and delivered locally to improve account performance.
Localized customer service is extremely important to increase customer loyalty. Quickly responding to customer inquiries and feedback is a magic weapon for users to remember the store. Using intelligent reply robots for customer service emails and using local languages can be the icing on the cake. A localized translation of a high-quality product sales page is as good as an unprocessed page. , the conversion rates vary greatly.
European and American consumers are accustomed to almost unconditional return and exchange standards in offline retail, and this mechanism has greatly promoted consumption. However, China’s cross-border e-commerce is still in a niche market, and mainstream channels are not smooth. The largest category of online shopping, clothing, still accounts for a small proportion of cross-border sales. The reason for this is that the return and exchange ratio is too high, making it difficult for cross-border sellers to deal with it. Under the supervision of the platform eBay, more than 80 million online disputes are handled every year. We still need to try various localization strategies. It is still a long way to go to maintain by relying on imitation brands alone.