As the domestic e-commerce environment continues to mature, the Ministry of Commerce has also begun to carry out a series of support and promotion work for cross-border e-commerce, including the introduction of relevant policies and clear enhancement of the functions of e-commerce platforms in serving foreign trade, thus Effectively promote the development of cross-border e-commerce and use it as a new growth point for my country’s import and export trade, thereby promoting the stable growth of the country’s import and export trade and promoting the transformation and upgrading of domestic and foreign trade.
Under this favorable policy environment, more and more traditional foreign trade companies have begun to transform towards cross-border e-commerce. And as the domestic e-commerce market gradually becomes saturated, more and more powerful and outstanding e-commerce companies have begun to move to the international market and start cross-border e-commerce.
However, there are many differences in the operation of cross-border e-commerce and general e-commerce. Therefore, many e-commerce companies are prone to fall into misunderstandings when transforming into cross-border e-commerce. So for cross-border e-commerce, How can newbies in cross-border e-commerce effectively avoid these misunderstandings and do a good job in cross-border e-commerce?
◆The product positioning of cross-border e-commerce in different markets
Whether it is traditional Whether the enterprise is still a general e-commerce enterprise, when transforming into cross-border e-commerce, the first thing that should be solved is the positioning of the product, because the so-called cross-border e-commerce will simply sell products overseas, but the same products will be sold overseas. Different countries or markets will have different audience groups. Therefore, in order to cater to the preferences of different audience groups, the packaging and concept of the product should be changed according to the specific needs of consumers, which is to solve the problem of product positioning.
Take the European and American markets with relatively strong economic development as an example. This is also the focus of competition in the foreign trade market. However, this does not mean that all products are suitable for delivery to the European market. A survey shows that categories of imported products that have continued to grow in the European and American markets include clothing, furniture, food, stone, etc. In other words, European and American countries mainly import daily necessities.
If we further subdivide the product into lamps, we should regard the European and American markets as the main battlefield for competition and establish our own competitive advantages. For example, in Germany and the United States, we should focus on the characteristics of them being important automobile producing countries. We can focus on promoting its HID and LED automotive light sources, and in countries with more humanistic and romantic atmosphere such as the United Kingdom and France, decorative lighting will have a broader market.
Therefore, although market positioning seems simple, it requires detailed investigation and research to determine a more precise and professional positioning. Accurate market positioning is also the starting point for the development of cross-border e-commerce, which can help companies avoid more detours and achieve faster growth.
◆The difference between cross-border e-commerce and general e-commerce
There are big differences in the development methods between cross-border e-commerce and traditional foreign trade and general e-commerce. Traditional foreign trade Usually, the business process of “first inside, then outside” is followed. After establishing a foothold in a familiar environment, it then seeks external development. However, cross-border e-commerce does not have the concept of inside and outside. Moreover, compared with traditional foreign trade and general e-commerce, cross-border e-commerce faces a more complex market environment. Different countries have different cultural backgrounds, and it is difficult to sell products without understanding the cultural environment of the target market. , so this requires a long-term and systematic product construction process.
For example, Taobao keywords have formed a certain pattern in China. Therefore, when many merchants set cross-border keywords, they will first think of directly translating domestic e-commerce keywords for use. However, In fact, this method is incorrect. Although English is also used, different countries have different language usage habits, and there are also huge differences in the culture of different countries. So how should merchants use keywords for cross-border e-commerce?
Merchants must first determine the English keywords based on the product. Each product’s English keywords will have many names. Merchants should find the customary names for product keywords in different regions. Secondly, based on the keywords, find out where the buyer is. Which relevant long-tail keywords will be used when searching.
Taking Alibaba International Station as an example, standardization is a major trend in the future. Therefore, standardization of product information, top-level planning and design of product showcases, and keyword orientation will become the three key words covering the industry. aspect. And this is also the key to improving product launch ratings. The higher the rating, the higher the product information will appear in searches, making it easier to attract consumers’ attention.
The difference in keyword setting is only one of them. Although cross-border e-commerce and general e-commerce are both e-commerce, there are huge differences in the actual operation and operation of the two sides, and different industries are also faced with the same Different situations, therefore merchants should pay attention to more exploration in the process of cross-border e-commerce, so as to accumulate more experience in the exploration, find breakthrough points in the industry, and then successfully join the ranks of cross-border e-commerce.