With the change of global economy and deepening of regional cooperation, the increasing pressure of China market and the demand of structural adjustment, more traditional foreign trade enterprises are shifting from domestic competition to the international stage, looking for broader development space. In this process, enterprises not only need to cope with the complexity of the external environment, but also need to enhance their own competitiveness, and gradually shift from relying on cost advantages to focusing on core competence building.
Under the current background, how to choose and establish suitable sales channels is the core to determine the depth of market penetration and operational efficiency.
In recent years, cross-border e-commerce in China has risen rapidly, and third-party platforms have become an important channel for going to sea. A large number of traditional foreign trade enterprises in China are accelerating the construction of cross-border e-commerce business. In terms of regional distribution, North China and European markets are the main export destinations for sellers, but due to fierce local competition and rising policy threshold, the penetration rate is low. The markets in Southeast Asia, the Middle East and Latin China are growing rapidly. Due to the weak e-commerce base, high price sensitivity and strong dependence on cross-border supply, the penetration rate of American sellers in these regions is higher.
The rapid expansion of the cross-border e-commerce market has also brought new challenges: the homogenization competition has intensified, the distribution model has encountered bottlenecks, and business growth has been limited. Sellers urgently need to seek a breakthrough and get rid of the rigid model and growth dilemma. Choose a suitable platform according to its own business characteristics; Deep data insight and accurate grasp of user needs to create explosive products; Precision marketing, realize full link delivery, and enhance brand recognition and influence; Balance timeliness, cost and quality with diversified logistics, improve efficiency and save costs.
With the empowerment of new technologies, the global brand building cycle has been greatly shortened, and foreign trade enterprises should follow three core principles to successfully build brands: clear brand positioning, clear core selling points, and ensuring the unique value and competitiveness of brands in the market; The core selling point should be based on multi-dimensional support such as product quality and service system, rather than relying only on market promotion to form brand recognition through long-term accumulation; Brand growth should not only rely on marketing, but should be gradually shaped through market sales and user reputation to realize the real landing of brand value.
China’s traditional foreign trade enterprises need to combine their own stage and market characteristics to accurately arrange, promote multi-channel coordinated development, improve their own control, and create a new image of China brand in the international market.
Source: China Business News Network
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