From the perspective of cross-border e-commerce, a successful brand includes at least two aspects. First, it has a high brand premium ability. A product without brand premium ability cannot bring high profits to make up for the investment in R&D, management and marketing. Second, the ability to control channels. Since the Amazon platform is product-oriented rather than store-oriented and has a platform positioning, it is currently the most suitable enterprise for branding.
At present, the first choice for China’s cross-border e-commerce overseas channels is still Amazon, but this has also led to many brands being very dependent on Amazon channels, and even unable to sell at all after leaving the Amazon platform. A successful brand should have a three-dimensional and comprehensive sales channel, whether it is online Amazon or offline Walmart, it can be recognized and recognized by consumers. Whether an enterprise wants to brand its products or not, it still has to go back to the enterprise itself.
On the one hand, it is related to the background of the enterprise, including the background and capital background of the founder, whether the founder is willing to give up the low-profit but fast-money model of mass distribution. Making up one’s mind is to change the model, which is one of the factors that determine whether the enterprise can succeed in branding.
On the other hand, the ability of the founder. For example, the founders of Anker are all Google engineers, and they certainly know more about search algorithms and search engine promotion than those who have transformed from traditional foreign trade to e-commerce in China. Therefore, the Anker brand has always done very well in off-site promotion and marketing, and the brand recognition is relatively high.
In addition, there is another very important factor – capital. The early stage of branding requires a very large investment, including the management of quality control (quality control is the quality control of the product), marketing investment, talent recruitment, etc., but since brand cultivation takes some time, the company’s gross profit and net profit may fall, or even lose money. If there is no sufficient financial support, it will be very difficult for the company.