Don’t go blind when investing heavily overseas! The “changes” and “unchanges” in the tide

At the beginning of this year, overseas expansion continued the "downward trend" of last year, and many cross-border sellers lamented that "going overseas is not smooth", but judging from the overall trend, the overseas market is still very hot.

According to data from the China Academy of Information and Communications Technology , more than two-thirds of Chinese companies have already conducted cross-border business overseas , and more than 60% have expanded to more than three continents and regions, while 14% of companies have overseas revenue accounting for more than 50% of their total revenue . Obviously , the growth momentum of China's cross-border business is still very rapid.

What remains unchanged is the booming overseas market, but the overseas market is changing day by day and cannot be ignored.

The era of "extensive growth" has come to an end, and the "refined brand operation" model has been launched

The overseas market is changing with each passing day. Compared with the previous pursuit of "Made in China", "Created in China" has become a more profound theme of going overseas, and cross-border companies are paying more and more attention to quality and branding.

It is worth noting that if you want to continue on the path of branding, the principle of safety and compliance must not be forgotten. The pursuit of this principle has also forced Chinese companies going overseas to have a high demand for global vision and local operations , and a new trend has already emerged.

Liang Yan, general manager of Amazon Web Services' Digital Native Business Unit , said at the meeting that due to the pursuit of branding, Chinese overseas companies have made great progress in refined operations in the past two years .

Technological upgrades , the rapid development of cross-border e-commerce , and changes in new trends in going overseas have all put forward new requirements for corporate strategies. Liang Yan said, " Intelligent innovation determines China 's long -term competitiveness in going overseas . "

Amazon Web Services , which upholds the spirit of innovation , can use its products to fully cover the needs of overseas companies .

For example, in e-commerce platform development , from SDK, development framework, testing services, various out-of-the-box platform services, big data, artificial intelligence, etc., enterprises can quickly build a new modern e-commerce application on the Amazon Web Services platform. At the same time, they can use machine learning, artificial intelligence, big data and analysis to gain business insights, greatly reducing operational complexity and costs.

In terms of data intelligence, we integrate, analyze and refine data from all aspects including production and manufacturing, design, operation, warehousing, customer feedback, etc., so as to enhance our keen analytical and responsive capabilities to the market.

Refined operations are full of challenges, and overseas marketing has many pain points

Even the best wine needs to be hidden in a remote alley.

For companies going overseas, it is crucial to get the "first shot" in the market, and marketing plays an important role. However, 4KMILES CTO Duan Chengsen also said that overseas operations and marketing are not easy, and the biggest pain points are mainly reflected in two aspects.

First, many traditional Chinese brands and companies do not fully understand the preferences of foreign consumers , such as what kind of copywriting, pictures and communication methods they prefer. On Amazon , the differences with foreign companies can be clearly seen in terms of copywriting style and video shooting techniques .

Second, Chinese sellers have information barriers and are not very familiar with various hot events overseas. For example, a company may miss out on the crazy promotions held by large supermarkets in the main target market, resulting in a decline in its own product sales on that day. Duan Chengsen said that this information can play an important role in online advertising and operations , such as how to capture the target population when placing advertisements and how to analyze the feedback and voice of target users after product sales .

As for the many difficulties on the road to branding today, Duan Chengsen also said that this difficulty is foreseeable.

“The difficulty of branding and going overseas is not because of the fierce competition caused by the increase in the number of people engaged in export trade, but because of the changes in demand brought about by the upgrading of consumption concepts of the overall overseas e-commerce customer groups and end consumers, which in turn requires more difficult marketing. ”

Duan Chengsen also said that compared with the maturity of domestic e-commerce , foreign e-commerce is still in the development stage. During this process, consumers pay more and more attention to product quality and brand. This is also the general trend of the development of the entire e-commerce . " If you cannot adapt to this difficulty, you will only be eliminated . "

The market is cruel, and sellers who can adapt to changes will naturally have a smoother road . " Once a company builds a brand and completes the supply chain upgrade, branding becomes a long-term thing. "

However, on the road to branding, refined operations are a big challenge. " In the past, management, production, channels and other aspects may have been relatively extensive, but now we need to be more refined and improve efficiency in all aspects from supply chain to promotion ," Duan Chengsen told Ennet.

Of course, danger and opportunity coexist . In Duan Chengsen's view, the difficulties of going overseas are temporary. As long as you can get through them, you will have opportunities . Only by insisting on developing in a more refined direction, relying on tools and data to make decisions, and formulating more systematic and scientific plans, can you make this journey more labor-saving .