Foreign trade enterprises need not only a perfect external environment but also a better internal atmosphere and conditions to carry out cross-border e-commerce. In view of the internal problems existing in the application of e-commerce by my country’s foreign trade enterprises mentioned above, foreign trade enterprises should take the following countermeasures when carrying out cross-border e-commerce activities.
1. Strengthen network marketing and choose a suitable third-party platform
Enterprises need to change their traditional marketing concepts and marketing perspectives, pay attention to the latest marketing methods, methods and channels, and formulate new marketing strategies from the perspective of consumers. The use of e-commerce by foreign trade enterprises should not only be limited to understanding market prices, supply and demand and other information, but also use e-commerce to conduct irregular quantitative evaluation and improvement of their own products, services and brands.
Foreign trade enterprises also need to consider carefully the choice of third-party platforms. Good third-party platforms have good reputation and credibility, and the crowd-gathering effect is also very obvious. my country’s foreign trade enterprises should comprehensively select suitable third-party platforms to carry out cross-border e-commerce based on their own positioning, product nature, market demand and other aspects. At present, several outstanding cross-border e-commerce websites include eBay, DHgate, LightInTheBox, Alibaba, etc. Choosing a good and well-known large third-party platform is equivalent to getting a VIP ticket to enter the international trade market.
2. Actively develop new market segments
Most small and medium-sized foreign trade enterprises are labor-intensive enterprises with low technical content. If they want to get out of trouble under the new trade barrier environment, they must change their business ideas and develop market segments. For example, developing and replacing Japanese and European products will gain a better market space.
3. Improve product technology content and implement diversified business strategies
For some small and medium-sized foreign trade enterprises, the level of science and technology is still relatively backward, and they need to implement diversified business strategies when facing green barriers. The green barriers of different countries are different, and their inspection standards are also different. When conducting cross-border e-commerce, enterprises should consciously look for some countries with relatively low inspection standards, so as to leave a way out for themselves when encountering trade barriers, and find a market for their products to be marketed again in the shortest time, reducing market risks. Where permitted, large foreign trade enterprises can also effectively avoid the green trade barriers of importing countries through sole proprietorship, cooperation, and acquisition.
4. Improve the management capabilities of enterprises themselves and establish a professional cross-border e-commerce team
my country currently lacks world-class first-class enterprises, largely because of the backward management capabilities of Chinese enterprises, and cross-border e-commerce enterprises are no exception. Enterprises must have a professional team to develop the market. This team must not only be proficient in website operations, but also have very professional knowledge of products and foreign trade. For many foreign trade companies, they often receive various inquiries, but often there is no follow-up after the reply, thus losing many potential customers. Different customers often have different needs, but due to other reasons such as foreign trade personnel’s unfamiliarity with business processes or company products, the reply is delayed or the answer is irrelevant, resulting in the loss of a large number of potential customers. In addition to being able to communicate with customers better and promote their own products, a professional team can also use the information conveyed by customers to sniff out the international market’s demand for products and adjust and update their products in a timely manner, so that they can stand at the forefront of the international market.