Cross-border e-commerce enterprises lack brand awareness and have weak brand management capabilities
From the current stage, my country’s cross-border e-commerce still relies on scale advantages in market competition and pays less attention to corporate brands. AliExpress (under Alibaba) and other cross-border e-commerce platforms with high popularity in my country have certainly promoted domestic exports. However, the small-scale e-commerce enterprises that have settled in them have launched fierce competition with each other because they lack their own uniqueness.
At the same time, the cultural environment and consumer behavior characteristics of overseas markets are very different from those in China. Moreover, most cross-border e-commerce enterprises are not good at brand marketing and cannot promote themselves through media channels in overseas countries. Therefore, compared with the operating entities in overseas markets, my country’s cross-border e-commerce is at a disadvantage in terms of sales scale and media integration.
Even among cross-border e-commerce enterprises, there are several brands with great influence, such as Tenvis, which adopts the B2C model, Anker, which has achieved success with its technological advantages, and Romwe, a foreign trade platform, etc., but looking at the cross-border e-commerce field in my country, these enterprises only occupy a very small part of it.