Cross-border e-commerce corporate brands going overseas: opportunities and strategies

What is a brand and brand overseas

Brand, as a complex concept, is not only an emotional bond between a company and its customers, but also an intangible economic asset. In a broad sense, a brand is a comprehensive response that can identify differences; in a narrow sense, it is the result of standardization and regularization in four aspects: concept, behavior, vision, and hearing.

Brand overseas refers to the process of domestic enterprises expanding to overseas markets, which not only involves the sales of products, but more importantly, occupies the mental space of consumers. Brands going overseas face challenges brought by regional and cultural differences, so they need to pay special attention to the adaptability and attractiveness of the brand image in the local market.

The rise and characteristics of DTC brands

With the rapid development of e-commerce, DTC (Direct to Customer) branding has become an emerging business model. This type of brand reaches consumers directly through its official website, eliminating the need for intermediate links, making its products more competitive in price and providing more customized and innovative options. For example, lululemon’s success lies in its ability to capture the power of social media and effectively increase brand awareness through opinion leaders and users sharing their experience.

Opportunities for cross-border e-commerce corporate brands to go overseas

Complete manufacturing system

After years of development, China has built a world-leading manufacturing system, which provides enterprises with all-round support from “finding”, “making” to “creating”. Whether in product design or supply chain management, Chinese companies have a solid foundation.

Developed infrastructure

The vigorous development of the cross-border e-commerce industry is inseparable from increasingly mature infrastructure construction. In recent years, the government has increased its support for cross-border e-commerce and established a number of comprehensive cross-border e-commerce pilot zones, which has promoted the agglomeration effect of the industry.

Brand identity and internationalization foundation

With the changes in consumer concepts, more and more people are beginning to accept and love niche brands that focus on a certain segment. The application of Internet technology makes it easier for emerging brands to access the international market and reduces the gap with traditional well-known brands.

How overseas brands carry out “her marketing”

Marketing strategies targeting female users are particularly important in the field of cross-border e-commerce. By participating in discussions about women on social platforms such as Tiktok, brands can better understand the needs of their target audience. In addition, incorporating female values ​​​​in creating content and collaborating with female creators can also help brands expand their influence.

To sum up, when cross-border e-commerce companies expand their brands overseas, they must not only grasp the advantages of domestic manufacturing and complete infrastructure conditions, but also make full use of digital tools, especially in the field of “her economy” Continuous innovation in marketing strategies to win wider international recognition.