The new energy track continues to heat up, and the lithium battery leader Yiwei Lithium Energy is preparing for the foreign trade Double 11

"The plan for a professional live broadcast room has just been approved, and millions of dollars will be invested. After checking the progress with the engineering department, this professional live broadcast room will probably be just in time for use during the September Procurement Festival of the International Station." Like many merchants on Alibaba International Station, Pang Ruili, director of EVE Energy's e-commerce department, is currently making full preparations for Alibaba International Station's September Procurement Festival.

For cross-border B2B sellers, Alibaba International Station's annual September Procurement Festival is comparable to the "Double 11 " of domestic e-commerce . Many overseas buyers are waiting for this annual foreign trade Double 11 to prepare for the second half of the year . According to Qin Fen, head of Alibaba International Station's industry and merchant business, after the global energy crisis, new energy products continue to heat up , and the purchase of green environmental protection and energy-saving and emission-reduction products has accelerated , which will become one of the five major purchasing trends in the overseas market in the second half of the year .

"September is a critical month, and live streaming must be the focus! Our performance in the first half of this year mainly comes from the live streaming in September and October last year. " Whether it is business acumen or the intuitive display on the digital end, Pang Ruili and her foreign trade e-commerce team are like lions waiting to attack on the African savannah, ready to go.

(Evee Energy's live broadcast on Alibaba International Station)

"Mobilizing a large number of people" to turn live broadcast into a professional forum

Many people will ask a question when they first meet Pang Ruili : "Why does EVE Energy want to engage in cross-border e-commerce?"

Founded 21 years ago, Yiwei Lithium Energy continues to maintain rapid development . In 2021 , the operating income of consumer batteries was 6.876 billion yuan, a year-on-year increase of 67.79% ; the operating income of power batteries was 10.007 billion yuan, a year-on-year increase of 146.25% .

In the past 21 years , Yiwei Lithium Energy has successively seized opportunities such as the Internet of Things and the Energy Internet . This time, Yiwei Lithium Energy has stepped into the cross-border e-commerce track, and it is also at a time when new energy is hot. Data shows that in the past three years, the cumulative growth rate of the new energy industry on Alibaba International Station has exceeded 10 times, among which photovoltaic modules + photovoltaic inverters, photovoltaic systems, wind turbines, lithium-ion batteries, lithium-ion energy storage systems, etc. have become hot-selling new energy products on the International Station.

The offline market has a solid foundation, the online track is taking off, and with the high attention of the company's management, Yiwei Lithium is moving more and more smoothly on the road of digitalization of foreign trade and has achieved exponential growth.

In December last year , EVE Energy completely overturned the B2B e-commerce live broadcast mode of one table, one product manager, one PPT and a few samples at the December Customized Exhibition at the International Station , and turned the live broadcast into a professional forum. Not only did it focus on its own emerging technologies that are about to be released, it invited well-known experts and corporate CEOs to give keynote speeches and share industry trends, and there were also interactive sessions such as roundtable discussions. In terms of product display, the professional skills of dual-lens split screen were used to present the local details of the product, which more clearly reflected the product craftsmanship.

" Foreign trade has moved away from the previous offline sales war, and the industry's focus has shifted to cross-border e-commerce. Overseas buyers prefer domestic businesses with factories and customization capabilities and strength. Compared with prices, they pay more attention to the development trend of the Chinese market and the overall industry. " Pang Ruili said that at that time, there were many customers inquiring on the international site, but these new customers who did not know Yiwei Lithium Energy were reluctant to place orders. After all, there were hundreds of thousands, millions, or even tens of millions of orders involved. "Professional ability" has become the ultimate proposition that overseas customers have to repeatedly question Yiwei Lithium Energy. However, traditional means such as emails and video calls have never been able to break the deadlock.

"It's wonderful. I believe you must be a professional company . " If there was a sense of trepidation in the early planning stage, after the live broadcast, overseas customers gave heartfelt praise and placed orders quickly, which made Pang Ruili determined to do a good job in the international live broadcast.

"I was very impressed. A customer from Belgium had been communicating with us for three months but had been reluctant to place an order . We invited them to watch our live broadcast and they immediately placed an order. " Pang Ruili said that live broadcasts shortened the communication time. Last September, a leading overseas customer placed an order through live broadcasts. Another buyer from Spain, who was a customer of a competing company and had a good understanding of the battery industry , held a video conference with EVE Energy after watching the live broadcast to discuss the annual plan and subsequently signed a large order.

How do giants stand on the shoulders of giants?

To those who don’t know the truth, EVE Energy’s annual triple-digit growth on the international site is just a giant standing on the shoulders of another giant. However, even the preparation for a live broadcast, from the preliminary market demand research, determining the live broadcast format and content, guest lineup, to the preliminary product selection market research based on the international site’s “data consultant” and other digital tools, takes a month to prepare.

On the eve of the live broadcast, Yiwei Lithium Energy invited all potential customers for the "Xiaoman" event, thus ensuring that each live broadcast had 10,000 to 20,000 professional buyers watching online. After the live broadcast, the live broadcast teams of Yiwei Lithium Energy and Alibaba International Station also reviewed the live broadcast again and again, establishing Yiwei Lithium Energy's external brand image of "new energy, new manufacturing, and new technology".

What surprised Pang Ruili even more was that the live broadcast on Alibaba International Station, on the one hand, broke the deadlock of offline exhibitions, and on the other hand, it also trained the team invisibly. In the past, many salesmen of Yiwei Lithium Energy had some difficulties in communicating over the phone due to their poor oral skills. However, with the high-intensity training on the live broadcast platform, a large number of salesmen, technicians, and researchers who are willing and good at communication have grown rapidly.

In addition to live streaming, Yiwei Lithium has maintained the greatest curiosity about various new digital foreign trade methods in the cross-border e-commerce track. In March this year, Yiwei Lithium achieved a 150% month-on-month increase in professional and high-quality potential buyers in March through the " Super Star Brand " event of Alibaba International Station , successfully opened up four blank national markets such as Sweden, Belgium, and Australia, achieved a breakthrough in nine mature national markets such as Germany, France, and Canada, and won orders from the world's top 5 buyers . At the first new energy digital exhibition in May and the summer online trade fair in June, Yiwei Lithium was one of the most active Chinese sellers.

"We have signed up for five live broadcasts during the September Procurement Festival. After the professional live broadcast room is delivered, we will maintain a frequency of one live broadcast per day to continue to advance at a high speed." Pang Ruili said that although there is still a long way to go from the company's "small goal" of 20 % of online foreign trade , this hot cross-border e-commerce track is full of challenges and imagination. The e-commerce team led by Pang Ruili has always maintained the mentality of a "small seller" and dares to try, play, fight and break through on the road of digital foreign trade.