How to formulate an effective cross-border e-commerce promotion plan: from imported goods management plan to diversified marketing strategies

When shaping the market strategy of cross-border e-commerce, a clear promotion method is crucial. This article will integrate strategies from different fields, including imported goods operations, search engines, videos, internet celebrity marketing, etc., to help companies better formulate and implement their cross-border e-commerce promotion plans.

1. Formulate a business plan for imported goods

Before launching cross-border e-commerce business, companies should first grasp the price trends of imported goods, evaluate the creditworthiness of suppliers, and determine the appropriate logistics model. The selling price of imported goods should be based on the principle of equality and mutual benefit, based on the international market price level, and combined with the business objectives of the enterprise. The import cost calculation formula is as follows:

• Domestic sales price = import cost price + import fee + import profit
• Import charges = foreign freight + foreign premium + import duties + import consumption tax + import VAT + actual paid VAT + domestic charges

It is particularly important to note that for cross-border e-commerce import retail business, the tariff rate for goods within the limit is temporarily set to 0%, and the import value-added tax and consumption tax are also exempted from 70% of the tax.

2. Determine cross-border e-commerce market strategy

When formulating a market strategy, it is recommended that you first conduct a self-assessment of your own resources and understand the market situation. Taking Jack’s golf training simulator project as an example, he recognized his competitive advantages and market opportunities through SWOT analysis, thereby clarifying the brand positioning and finding a suitable market entry point. The specific process includes:

• Self-assessment: Discover your own strengths and determine your target market.
• Benchmarking company analysis: Obtain market data and customer needs through benchmarking companies.
• Market research: Conduct targeted research in the preset market to form a SWOT matrix.
• Brand positioning: Find brand differentiation and ensure the professional image of the product in the target market.

3. Search engine promotion plan

Successful cross-border e-commerce promotion is inseparable from effective search engine marketing (SEM). Key steps include:

• Clear purpose: increase the chance of the website being included, improve ranking and optimize the quality of website access.
• Determine target groups: Accurately target potential customers by analyzing consumer psychology, interests and online habits.
• Promotion execution: Involves keyword refining, content writing, advertising design, etc., to make the company stand out in search results.
• Measuring effectiveness: Comprehensive evaluation of promotion effectiveness through website click-through rate, conversion rate and other data.

4. Video marketing plan

As a powerful promotion tool, video marketing mainly relies on video websites, with content and creativity as its core. The main steps include:

• Determine the purpose of the promotion: Make it clear whether it is to promote the brand, attract new customers, or build a brand image.
• Choose video content: Content is the core of video marketing and must be closely integrated with the brand image.
• Promotion methods: Videos can be optimized and combined with other marketing methods, such as social media and influencer marketing.
• Test performance: Evaluate your video’s views, interactions, and shares.

5. Internet celebrity marketing plan

Influencer marketing focuses on using influential influencers to spread brand information. Effective implementation steps include:

• Identify potential customers: Gain insights into your product audience to find influencers who match it.
• Find influencers: Use Google, social media and dedicated influencer platforms to filter.
• Build partnerships: Partner with selected influencers to expand your brand’s exposure and consumer base.

6. Comprehensive promotion strategy

Successful cross-border e-commerce promotion requires diversified strategies. It is recommended to comprehensively use search engine promotion, social media, EDM promotion and participation in trade exhibitions to increase brand exposure through the following methods:

• Use news media: hold press conferences and issue press releases to promote brand communication.
• Social Media Engagement: Post engaging content to connect with potential customers.
• Trade Show: Display new products and discuss cooperation, and interact directly with customers.

Through the formulation and implementation of the above comprehensive plans, cross-border e-commerce companies can stand out in the fiercely competitive market and facilitate the long-term development of brands and market expansion.