On August 24, the 2022 6th Brand Globalization Summit 2022 hosted by Morketing Global ended successfully in Shenzhen.
This summit is themed "Find Certainty". It has a main venue, macro-platform field, branch venue, e-commerce market, branch venue, e-commerce market, focusing on cross-border e-commerce and brand overseas, and exploring new trends in the industry. On the
site, guests from upstream and downstream companies in overseas industries such as brand parties, third-party marketing companies, social media platforms gathered to share hard-core and gain insight into future marketing trends.
is the main venue·Macau field hard-core dry goods selection:
2022 Cross-border export e-commerce Current status insights and growth trends
Morketing Founder and CEO Zeng Qiao
Morketing Founder and CEO Zeng Qiao: The theme that will share with you today is the current status insights and growth trends of cross-border export e-commerce
Entering 2022, my country's foreign trade exports continue to have a strong growth momentum, maintaining positive year-on-year growth for seven consecutive quarters. With the inclination of national policies and the formal takeover of RCEP, the cross-border export e-commerce industry continues to improve and the market is becoming increasingly mature.
According to data, cross-border trade exports continue to grow. In the first quarter of 2022, the trade volume of export e-commerce increased by 13.4% year-on-year, but the year-on-year growth rate has slowed down in recent years. From the perspective of regional markets, the main ones with higher growth rates are emerging countries, such as Southeast Asia, Latin America, and Middle East and Africa.
In addition, Morketing surveyed nearly 30 companies. The survey results show that the macro challenges in the industry that currently believe ranks in the top five are: multi-player entry, track congestion, obvious homogeneity (63.9%), trade restrictions, and platform supervision becoming increasingly stringent (41.7%), logistics, supply chain, and marketing costs surge (39.6%), full localization is difficult to build (29.6%), and industry talent shortage (26.9%).
At the same time, the current overall globalization awareness in the industry is increasing. Overseas categories are becoming more comprehensive, transitioning to all categories, and the track is further refined. Born to be global is also becoming a new choice for more companies.
As for the overseas strategies and trends of Chinese companies, we believe that branding is the key direction for future efforts, digital is a must-have option for overseas companies, refinement is a new requirement for cross-border sellers, diversification is the main layout logic, and compliance is the direction of future exploration.
Global Brand Matrix Exploration
Anke Innovation Global CMO Chen Yalei
Anke Innovation Global CMO Chen Yalei: We believe that "building a benchmark brand" is a highly certain thing to help companies travel through the industry cycle and is also a necessary means for companies to in the process of globalization. So far, Anker Innovation has three brands, with annual sales reaching more than 3 billion yuan. So how does Anker Innovation do it?
First of all, the product is always the first 10, and through innovation, it meets the unmet needs of consumers and creates a certain event for benchmark brands.
Secondly, in the globalization of marketing, it is not difficult to find international talents. The difficult thing is how you can retain talents and make good use of talents. At present, Anke has been internationalized for 5 or 6 years since the innovative layout of Anke , and we have been continuously exploring this topic.
Then, China and foreign countries have interrupted the gap. In recent years, some achievements in China's efforts in e-commerce, new brands and new marketing have made us ahead of foreign countries. For example, short video operation and live streaming sales, foreign countries are still in a starting stage, and the experience of the Chinese market can be copied abroad.
Finally, despite the dividends of China-foreign differences, the past year has been affected by the epidemic, international politics, and economic factors. Although there are many challenges, we firmly believe that "China's rise as a great power on the world stage is a very certain event. The next 5-10 years will still be the golden period for Chinese brands to go overseas.
DTC go overseas is a must-have pool
Snapchat Industry Operations Director of China Pavel Wang
Snapchat Industry Operations Director of China Pavel Wang: overall marketing and cross-border overseas market share will become larger and larger in the next three years.There is a trend that cross-border industries pay more and more attention to brands, and overseas sellers are increasingly willing to establish brands and channels themselves. The characteristic of a new overseas brand is that it has new vitality and is more innovative. So how can brands gain users’ love on Snapchat?
First of all, e-commerce brands such as clothing, home furnishings or daily chemicals are more suitable for using AR advertising and interacting with each other. For example, you can also buy with one click, so you can directly experience the product. At present, there are two types of advertising forms for Snapchat cameras. One is that pure AR filters are based on front lenses or rear lenses to try on and try them on. Brands can also use simple stickers to make brand exposure and highlight brand awareness.
Secondly, the brand can also introduce products in a vertical video to guide users to purchase. Snapchat's video content is all immersive vertical content, and brands can customize content according to their own needs. For example, if a beauty brand sells many products, it can display multiple products at one time through window advertisements, or introduce brand products through story advertisements to enhance users' awareness of the brand.
How e-commerce brands seek development in the uncertainty of going overseas
Meta Chen Zhen, deputy general manager of new business development in Greater China
Meta Deputy general manager of new business development in Greater China Chen Zhen: Today's Meta family has multiple APP applications, which constitute a huge 3.6 billion monthly active users and is the world's largest social platform.
The most popular consumption trends on social media should be inspirational, fashionable, display, creative and functional. Such products are very easy to sell.
We believe that in the women's clothing industry, including the entire women's fashion industry, there will be these four trends worth paying attention to, namely compatibility, integrated fashion, sustainability and virtual fashion.
According to statistics, more than 84% of people believe that women's clothing compatibility is improving. There are three important trends in compatibility: size compatibility, skin color compatibility, and gender compatibility. The fashion of
is to mix and match some different styles. According to our predictions, the fusion of workplace and sports styles will be a big theme in the future at parties.
The third one is sustainability. If you are a brand in a developed country today, you must pay attention to the topic of sustainability. You can see that from 2019 to the next 2023, we predict that the scale of the sustainability market will grow by 6.8%.
The fourth one is the concept of virtual fashion. Today, the form of virtual fashion has become increasingly popular in many countries. There are currently two main forms. One is a virtual copy of the physical form, which may be a try-on or virtual clothing for AR, and the second is a completely virtual clothing and NFT.
In the era of globalization, the new "blue" picture of brand development
Lanhan Interactive South China Business Department Hu Fangzhou, head of
Lanhan Interactive South China Business Department Hu Fangzhou: More and more Chinese companies are firmly embarking on the road of globalization and seeking all-round and wide-field development in the turbulent situation. At present, they may face four major challenges:
First, going overseas has slowly shifted from digitalization to digitalization going overseas. In this change, if you want to improve the optimization efficiency of enterprises and achieve overtaking on the curve, the key is digitalization.
Secondly, Chinese brands nowadays need to consider establishing a brand experience when they go overseas, so they need to think about how to localize marketing. Including product selection, understanding of local channels, independent website or offline channels, etc., every detail will affect the final overall overseas marketing results of the brand.
Third, how to achieve localized marketing. Brands’ overseas travel situations are very different and will face different challenges. Some brands lack the use of multi-dimensional media channels, while others lack a full understanding of overseas markets.
Fourth, in addition to the general public, when we expanded the consumer category, we found that there are more advanced Chinese brands that need to continuously increase their marketing power from shallow to deep.
In fact, when we continue to analyze the links of the development of Chinese overseas brands, we have changed our mission to upgrade "help Chinese brands go overseas" to "help Chinese brands go overseas with a more comprehensive service link and a global perspective to help Chinese brands fully exert their brand power in the process of globalization." What does the globalized link include? Including full-dimensional brand empowerment, including private domain marketing, and providing continuous traffic support to brands. What is the kernel for the
brand going overseas?
The Trade Desk Cuiyi Wu Yulin, Director of Business Development of China, Ashley
The Trade Desk Cuiyi Wu Yulin, Director of Business Development of China, Ashley: What is a brand of ? We believe there are three keywords: 1. Brand is the user's "trust". Among them, brand story, product quality and user experience are the golden triangle. 2. Brands are the "moat" of business. Without strong brand assets, there is no way to support a relatively large sales increase in the long run and stable manner. 3. Brand is the "premium space" of the product. Brands can sow user experiences to specific groups of people and guide consumers to pay for the premium of this experience.
builds a brand that cannot be separated from long-term management of brand assets. The three elements that a brand needs to build itself: 1. "Meaningful". As a bottle of beverage, Coca-Cola has been conveying the meaning of "sharing happiness" to consumers for 100 years. The transmission of this sense of experience far exceeds the actual value of the beverage; 2. "Differentialization" shapes the brand positioning that is uniquely different in the industry; 3. "Snatch the first mind" and become the first impression of consumers in a specific track, and the first track means the first mind.
From a strategic perspective, how to achieve the key steps in building a brand? First, brands need to have a scientific and correct population asset structure. At the top of the funnel is a customer pool that is constantly storing water. Through marketing actions, it will deepen customer favorability, and then focus on social media and site conversions. From broadly cultivating the crowd, a stable structure can better affect the health and durability of the brand. In essence, this is the process of leaving "traffic" and turning it into "stock" and "increment"; second, brands must scientifically invest in brand marketing budgets, establish and continuously communicate brand assets based on their own industry and product stages, establish a trustworthy brand image, and accelerate consumption decisions.
In terms of strategy, TTD provides three marketing tips. 1. Large-screen marketing seizes the first wisdom of users. Reach the target audience through CTV smart large screens and DOOH electronic outdoor large screens, and accelerate the opening of the market; 2. Place the platform's macro frequency control. Through a one-stop platform combined with frequency control, avoid waste caused by repeated exposures and improve delivery efficiency; 3. Crowd-oriented and vertical media combination. With the circle as the core, quickly penetrate the target population, "invest" what they like in the sports and music entertainment environment, work in a targeted manner, and spread through the circle.
TTD is the world's largest independent third-party programmatic advertising platform, committed to helping Chinese brands go overseas. Advantages: 1. Data insight output delivery strategy, 2. Large coverage of global media such as CTV, 3. One-stop intelligent delivery and real-time optimization system.
roundtable discussion
During the roundtable discussion session, MBGS invited relevant persons from Fengrui Capital, TikTok Shop, HEBE Beauty and Wholee to discuss "New markets, new channels, and new ways of playing, how can a brand take the next step when going overseas? 》.
Fengrui Capital Investment Partner Chen Shi
Ivy:Fengrui Capital has invested in many interesting brands and relatively new business models. From the perspective of the capitalist party, what new opportunities, new tracks or new marketing dividends do the entire overseas industry have?
Chen Shi: The new trends in are all centered around two "trunk lines". The first trunk line of
is to go overseas along European and American countries, using the Internet as a medium, through third-party platforms, independent sites, or new platforms such as TikTok; the second trunk line is to "downward" along developing countries such as Southeast Asia. This type of brand not only takes online channels, but also takes both online and offline, with a very large market space.
In addition, it is particularly worth paying attention to. One of the biggest dividends of all cross-border e-commerce brands at this stage is e-commerce and live broadcasts centered on video represented by TikTok and TikTok.I think this is an e-commerce marketing method that was first developed from China, and it will definitely develop overseas with cross-border e-commerce friends.
TikTok Shop Brand Strategy Leader of Cross-border E-commerce Business Li Shuya
Ivy: Do you think overseas brands can bid farewell to the past dilemma of buying volume? In addition, can you disclose some new gameplay or new models that TikTok Shop can bring to the brand?
Li Shuya: The excessive buying of , or the brand feels that traffic is getting more and more expensive, is actually the brand’s anxiety about traffic and conversion rate. We see that consumers' needs, interests and preferences are becoming more and more diverse. It is actually more critical to how to obtain more traffic and how to accurately improve traffic and improve traffic efficiency.
From the perspective of obtaining traffic, TikTok Shop is a "new channel" for overseas brands, and new channels often mean "new traffic, new ways of playing" and a new opportunity point. We have seen many brands that dare to try new ones join in, and they are very good at playing.
From the perspective of precision, TikTok Shop relies on personalized recommendation capabilities, which is a new model of "finding goods for people".
Whether it is short videos or live broadcasts, these brands and experts use high-quality content to obtain traffic, stimulate the interest of target users, attract users to stay and interact, and finally generate purchase conversions.
HEBE Beauty E-commerce Director Liao Yige
Ivy: According to your observations, what kind of overseas brands should Chinese companies create to truly match the needs of overseas target markets?
Liao Yige: What the overseas target audience needs most is to understand both international and local brands. Take Y.O.U, a brand under HEBE Beauty, for example, we will not define ourselves as an overseas brand, but an international beauty brand that has been deeply rooted in the local market and has been growing. China's beauty and skin care supply chain is leading the world. Compared with Southeast Asia or some emerging countries, we have very advanced production levels and production processes. When we go to the local area with this technology and level, we must first understand the local market demand, rather than putting all domestic products all over the place.
Now looking back at some European, American, Japanese and Korean skin care and beauty brands, it actually cannot produce local products for Southeast Asian consumers, or create local brands. But Chinese companies are now facing an opportunity to use supply chain strength to look around the world through platforms such as TikTok and bring our brand out. For example, Southeast Asia has relatively humid and hot climate, and consumers' skin mainly focuses on oily and acne skin. Y.O.U will create some products based on this feature. Recently, with the help of TikTok's full-link marketing, our products have been very popular in Southeast Asian countries such as Indonesia .
Wholee Live Broadcasting Business Director Han Mengyi
Ivy: How did Wholee build the entire overseas live broadcast? Any good experiences in vertical account operation?
Han Mengyi: In fact, we entered the market very early. We just started to do it with the help of the TikTok platform in March this year. The characteristics of Wholee's full-category shopping platform, massive supply chain merchant resources and powerful algorithm system are a prerequisite for us to do a good job in overseas live broadcasts.
. In the process of product selection, we consider more platform characteristics and consumer needs. First of all, we think that TikTok Shop is a content e-commerce company, so we chose the " novel and unique " small product that is more visual or has a more selling point, and used this as the entry point to create a vertical account. At first, we made two vertical accounts: small goods and children's clothing. During the live broadcast process, we also used some common experiences in domestic live broadcasts, including controlling the anchors. As we gradually accumulate some mature methodologies, more live broadcast rooms have begun to be extended, and overseas pilot projects such as Philippines have been laid out. Now, it took us more than two months to train a group of local Philippine amateur anchors in the Philippines to provide live broadcast services for brands or merchants that we want to be localized in Southeast Asia. Recently, we are also planning more live broadcast projects for overseas experts and making some attempts to local experts.
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-