Cross-border e-commerce provides foreign trade enterprises with a relatively low cost and relatively low risk (specifically, it can be compared from the aspects of brand building cost, brand building time, brand building threshold, and brand trial and error cost);) to the brand road.
Take the very popular Anker mobile power product as an example. The cost of an ordinary 3000mah mobile power bank is US$21, and the sales price is US$19.99, including free shipping, which is equivalent to RMB 121. It has 1,550 real and heavy user reviews (all from foreigners, real word of mouth), with an average of 4.5 stars. Although it is a pseudo-brand, it is only the leader in the online field, but it has already gained a lot of envy and jealousy. Brand is relative. In addition to Lenovo, Haier and the goddess-level product “Laoganma” of cross-border e-commerce (foreigners commented: noble Chinese seasoning sauce!), there are several Chinese brands in the hearts of foreigners. Domestic home textile brands such as Luolai and Mercury have traveled across the ocean, but no one buys them without modification. In this regard, the brand road of cross-border e-commerce is summarized.
(1) Register the brand of the destination country – Narrator: It is only eight or nine hundred US dollars, which is the smallest investment. Regardless of whether it can become a famous brand in the future, at least it has a chance to become a famous brand.
(2) Try to give the product its own name Narrator: When the traditional order-based foreign trade production line is not ready for the e-commerce supply chain, you may try distribution and supply cross-border e-commerce; regardless of the profit, at least you can give your products your own name, rather than the brand name of the foreign trade customer.
(3) Focus on building a “pseudo-brand” – Narration: On eBay, Amazon and other authentic overseas third-party platforms, “learn from the barbarians to defeat the barbarians”, study the platform rules (the rules are fixed, as long as you are diligent and down-to-earth, it is relatively simple), and build an Internet brand like Anker mobile power bank (do the math: when 10,000 people buy and use your “named” product through e-commerce, it means that at least 100,000 people have browsed your product, and it also means that there are 100,000 people who may see your product offline, or hear your product reviews, and have the opportunity to be “nominated”); or lay the groundwork for your own channel brand in the future, contact direct users, analyze user habits, grasp the real market situation, and finally guide traffic to your own independent channel brand site. (4) Try to build a real online brand Narration: Utilize China’s manufacturing capabilities, plus a preliminary understanding of the target consumers in the destination country, continue to improve, and launch adaptable and cost-effective products; at this time, you need to start trying some SNS operations to deeply implant the brand influence in the hearts of loyal customers; you can also try to form a team and try cross-border e-commerce B2C sites. The channels you control will make the journey of building a brand more possible.
(5) Try offline breakthroughs and establish brand narration: Brand fans, experience and market accumulation accumulated through online sales have formed a certain “digital goodwill”, and at the same time have exercised the e-commerce capabilities of the domestic supply chain. Powerful manufacturers can set up foreign design and R&D business teams according to the situation (such as Huawei’s Japanese research institute; many foreign trade manufacturers and overseas trade partners have become brothers in business for many years and established joint ventures; some foreign trade companies have acquired foreign second-tier brands and channels, etc.), and perhaps the road to branding is not just a dream.