With the development of the Internet, the number of domestic consumers who shop overseas (through cross-border e-commerce import platforms, mail order) has gradually grown. In addition, the huge price gap between overseas brands at home and abroad has made more and more netizens keen on overseas shopping. The channels for domestic consumers to obtain information about overseas shopping products rely more on online virtual communities, such as Weibo, QQ, Tieba, shopping guide websites, BBS and other social media to build consumer communities. According to the survey, the proportion of domestic consumers who learn about overseas shopping websites from the above social communities exceeds 74%. Therefore, cross-border e-commerce platforms should pay full attention to the impact of community marketing on the overseas shopping market. The value of community marketing mainly lies in the following three aspects.
1. Feel the temperature of the brand
The establishment of a brand is a long process. The image created must be widely accepted and recognized by the public for a long time. The form of the community facilitates the company’s products to directly display their distinctive personality and emotional characteristics, allowing users to feel the temperature of the brand.
2. Stimulate product sales
Whether it is a learning community based on common interests or a sports and bodybuilding group based on personal goals, through common values and daily community marketing activities, people’s impulse to buy can be stimulated. Product information can be released or product purchases can be initiated through the community to achieve product sales with personality.
3. Maintain customer stickiness
In the traditional marketing environment, after the product is sold, except for returns and exchanges, it seems that the connection with the customer is broken. The community is to circle the customer, let them participate more deeply in product feedback and product promotion, and treat the customer as their own family, so that they fall in love with the brand and product and actively help the brand.