Alibaba International Station aims to create 100 benchmark brands next year and tailor a "digital export outlet" for B2B merchants

Under the new global trade situation, overseas procurement demand has undergone new changes, and China's foreign trade is facing an important window period for high-quality development. In order to help domestic and foreign trade merchants enhance their brand influence in the field of global wholesale procurement, on December 1, Alibaba International Station released the China B2B brand overseas methodology for the first time, which will integrate the resources of the entire station, focus on supporting a group of competitive high-quality supply, and tailor a complete set of brand overseas solutions. It is planned to incubate 100 B-class cross-border benchmark brands in the next year.

"The next 10 years will be a decade of rapid development for Chinese brands around the world," said Jin Jing, head of Alibaba International Station's brand overseas expansion. At a time when China's foreign trade is undergoing a high-quality transformation, overseas expansion and brand creation are also facing an important window period. After experiencing the WTO dividend and the "supply chain + Internet" period, China's manufacturing industry is currently accelerating into the first echelon, on par with Germany and Japan.

In recent years, the overall scale of China's foreign trade has continued to expand, the quality of trade has steadily improved, and it has continued to move from a large foreign trade country to a strong foreign trade country. Under the wave of going overseas, more and more Chinese merchants are accelerating the transformation from "Made in China" to "Chinese Brands". As early as 2020, China's machinery and equipment exports exceeded Germany for the first time, ranking first in the world. Domestic laser cutting machinery has also recently broken the overseas monopoly and gradually established the influence of domestic laser brands. China's new energy industry has maintained triple-digit growth on the Alibaba International Station platform for three consecutive years.

Alibaba International Station's brand overseas methodology believes that the core of B2B brand building lies in product strength and service strength. If small and medium-sized enterprises do well in these two aspects, they will also have the opportunity to go overseas and create brands. In the past year, many excellent benchmark cases of small and medium-sized enterprise brands going overseas have emerged on the international station. Xinteli is a lighting company in Zhongshan, Guangdong. It is known for its product strength, has more than 500 Chinese and European and American patents, and its annual export volume reaches 125 million. A DO is an electric bicycle merchant that only does brand overseas. It wins by service strength. While entering the European market with precise differentiation, it has deeply built a local market after-sales service system. Its current business scope has covered major EU countries, and its export volume has exceeded 100 million.

Establishing Chinese B2B brands overseas is a sign of China's high-quality overseas transformation of foreign trade, and is also the mission of digital platforms led by Alibaba International Station. Alibaba International Station will fully empower B2B brands to go overseas in terms of product strength and service strength through its leading digital capabilities, helping companies tell good brand stories around the world.

Alibaba International Station believes that B2B brands going overseas should focus on brand thinking, localization thinking and compliance thinking. Enterprises should move from the perspective of traffic to the perspective of operation and continuously accumulate brand assets; the so-called localization thinking means that brands should be rooted in the local area, make good use of digital methods to grasp trends and local insights, and consolidate localized product and service capabilities; in addition, brands going global must have strict bottom-line thinking and strengthen compliance construction.

As a long-established Chinese automaker, Dongfeng Liuzhou Motor has perfect technology and product development capabilities, and its brand covers dozens of product lines for passenger cars and commercial vehicles. In overseas markets, Dongfeng Liuzhou Motor has opened up some markets in South America through local dispatch, and has also formed a dealer service system in the process. Through Alibaba International Station, Liuzhou Motor has comprehensively digitalized its product and service capabilities, and told a good brand story online through content marketing. This year, with new energy vehicles as its core product, it has launched a marketing combination through the international station and successfully entered the European market.

In the past year, global trade has faced many uncertain challenges due to factors such as the global epidemic, geopolitical conflicts, inflation, logistics fluctuations, and stricter overseas compliance. Alibaba International Station has upgraded its full-process one-stop overseas solution, and has launched a package of new products and services such as digital mixed exhibitions, live video reception, digital logistics, and cross-border payment and collection, helping small and medium-sized businesses to receive orders, ship goods, and receive payments during the epidemic, opening a "digital export port" at the doorstep of businesses, and enhancing the competitiveness of Chinese foreign trade brands through a more certain experience. In the future, Alibaba International Station will integrate these products and services to tailor a complete set of B2B brand solutions for high-quality merchants on the platform, and accelerate the incubation of a number of Chinese B2B brands with global influence.

Alibaba International Station