Brands go to sea, the trend of the times!In recent years, the development of Chinese brands has entered an accelerated period of globalization, and how to achieve effective brands going overseas and build a truly global brand is a topic of common concern for cross-border industries. So,Is brand globalization a distant future or an achievable dream?Brand globalization has brought new opportunities and challenges, what are the future prospects?What are the means and tools that can help cross-border enterprises take the road of brand globalization?
On November 30, the 2023 Ebang Brand Globalization Annual Conference was held in Shanghai, bringing together many industry leaders to refine the underlying insights and practical experience behind brand globalization, and jointly explore opportunities to break the situation in the changing brand globalization.
How can Chinese cross-border enterprises answer the question of brand globalization?Next, we'll take a closer look.
2024 brand going overseas
New strategy
With the tide of globalization raging, what trends and opportunities can be grasped by Chinese brands?Facing a new market and a new customer group, what challenges and problems must Chinese brands face and solve?McKinsey's latest overseas consumer survey found that Chinese companies going overseas haveTwo advantages and one disadvantage:
Yuyi:The scientific and technological content is relatively high, and the innovation ability is relatively strong;
Superior two:The quality of the products is getting better and better;
One inferior:Weak in localized marketing, the construction and support of local consumer groups.
It can be said that the products of Chinese enterprises have "gone out", but they have not completely "gone in". Therefore, in the new stage, enterprises that pay more attention to the construction of "soft power" will gain greater growth opportunities.
Liu Minghua, associate managing partner of McKinsey & Company, pointed out that if you want to build a global Chinese company with both soft and hard power, you need to have the following elements:
1) Focus on intangible assetsBuild brand recognition by delivering better value to customers through faster, more sustainable innovation;
2) Pay attention to the local business and operational layout;
3) Organizational collaborationIt includes the strategic process of taking into account both China and the world, the improvement of risk awareness and control system based on the characteristics of geography and different localized markets, as well as the talent system from a global perspective, and a reasonable authorization and governance model.
Now there are more and more companies focusing on cross-border e-commerce, so what kind of companies will go more smoothly in the future?Wei Zhe, chairman and founding partner of Jiayu Capital, believes thatCross-border e-commerce 10 is "trade", that is, the strong operation stage, but to 2At stage 0, it is necessary to see how trade, industry and technology can develop in a balanced manner. Therefore, focusing on promoting the balanced development of trade, industry and technology, and taking R&D investment, production capacity layout, and channel expansion as the "source power" to support growth, enterprises are more in line with the new trend of brands going overseas in the future.
"Trade" refers to **,It needs to be achieved by expanding regions, channels, and categories. In terms of regional expansion, don't go to Europe to do five different languages and different countries at once, you can penetrate one country in Germany first. In terms of channel expansion, cross-border enterprises must go out of Amazon and establish a channel matrix. In terms of category expansion, the off-season should be centered on eliminating the original category, so that the off-season is not light.
"Technique" refers to technologyInvest money in technology research and development to develop new products. Strong product research and development capabilities are the core barriers.
"Work" refers to production capacity and factory layoutEnterprises can find a balance through proofing in their own factories and some outsourcing productionThrough the layout of overseas factories in Southeast Asia and Mexico, the production cost of its own factories and the impact of punitive tariffs are considered in the whole link.
2024 brand going overseas
New technology
What kind of sparks will be produced by the most cutting-edge technology and cross-border e-commerce?The combination of AI and industry must be the next opportunity. Taking AQARA Lumi, one of the first companies to enter the whole house intelligence, as an example, he perfectly integrates new technology with traditional industries through the flexible combination of AI algorithms and spatial intelligence applications, so that consumers can enjoy the iterative upgrading of the life experience brought by AI technology in advance, and conquer the city in overseas markets. It is based on this kind of application innovation that Lumi has also won the strong cooperation of global technology manufacturers: it is interconnected with global smart devices such as Apple, Google, Amazon, Samsung, and Mijia, and the moat is deepened and widened, so as to achieve the strong and strong.
Meta, as an international mainstream social platform, also believes thatAI has always been at the heart of Meta's innovation effortsIn the future, through AI technology, Meta advertising and human-computer interaction private domain operation, we will continue to help overseas enterprises optimize the input and output of ROI going overseas.
2024 brand going overseas
New marketing
How to achieve localized marketing according to local conditions and seize the mental highland of local consumer groups?Jiang Nanchun, chairman of the board of directors of Focus Media, pointed outBrands need to be "preferred".Becoming the first choice of users in specific categories, functions, consumer groups, and usage scenarios is an important moat for brands and the best escort barrier for enterprises to cross the cycle.
In the face of the depletion of traffic dividends and the increasingly fragmented marketing field of user attention, brands must combine the "central idea" and "extensive planting" to make the core value of the brand familiar to everyone, and then use diversified KOLs, marketing scenarios and content to trigger, in order to break through the growth bottleneck and leave the imprint of brand recognition in the minds of consumers.
All in all, what enterprises need to do to go overseasThe first is to innovate and create differentiated products and services, and the second is to become the first choice of a certain group of people and a certain category through marketing, and finally form a brand and generate lasting compound interest.
2024 brand going overseas
Wisdom ** chain
Determined the strategic direction of the future brand going to sea, and strengthened the route of cutting-edge technology + localized marketing, the current focus is on how to achieve the upgrade of the first chain that both goes out and comes in, and what kind of new ** chain can adapt to the future brand going to sea
"The new first-chain model must start with the end in mind, reverse the needs at all levels in the consumption scenario, guide the management of the whole life cycle of the first-class chain through standards, processes, tools, models, algorithms, and indicators, and must also be refined, intelligent and data-oriented enough to achieve flexible costs, flexible timeliness, flexible service combinations, and flexible support operation strategies. ”Li Qin, president of Yida Cloud, said.
In addition to the high-efficiency and high-quality transportation guarantee at the logistics end, it also includes a series of upgrade requirements such as intelligent warehousing, intelligent logistics, intelligent price calculation, intelligent inventory, dynamic inventory management, intelligent after-sales management, AI documents, and AI customer service. In terms of granularity, it is also required to be very fine, from cabinets, boxes, pallets to SKUs, PCS, etc.
At the same time, C-end consumers are also growing, not only requiring the convenience of shopping, but also the timeliness, transparency and reliability of shopping delivery, so major platforms and service providers are assessing various indicators one after another, so that overseas consumers can be more "silky" from shopping to receiving goods.
The higher requirements of cross-border enterprises and overseas consumers have promoted the upgrading of the ** chain, and the cross-border ** chain solutions have also changed from:The integration of direct logistics to overseas warehouses and then to global warehousing and distribution continues to develop and upgrade. The overseas warehouse model pulls logistics delivery and chain delivery back to the real local segment, but to solve the problem of the last mile, we should not only see the part of the overseas warehouse, but also see the whole chain.
Yida Cloud realizes the tracking, visualization and management of global delivery through cloud technologyAt the same time, through the construction of a global network of overseas warehouse entitiesImplementationLocalized delivery for the last mileIt manages more than 50 overseas warehouses in 25 cities around the worldProvide brand owners with full-stage fulfillment and delivery solutions from the factory end to the C-end end.
Chinese brands, shared by the world, have never been a slogan. Yida Cloud has been deeply cultivated for 9 years and is committed to building a one-stop cross-border e-commerce service platformOpen up the end-to-end full-link link of international logistics through the digital and intelligent SaaS systemWe will further improve the first-chain and fulfillment services for cross-border enterprises and global consumers, improve the global logistics infrastructure, strengthen the operation and expansion of omni-channel business, increase investment in digital R&D, and continue to provide efficient, flexible and high-quality logistics first-chain services for cross-border enterprises and global brands, so as to help Chinese brands go overseas without worries and achieve unbounded buying and selling.
Part of the content of this article is excerpted from the article of Ebang Power: "New Brand of Globalization, Our Next Systemic Opportunity丨Documentary of Ebang Annual Meeting".