According to the data, as of the third quarter of 2023, a total of 34 overseas consumer brands have successfully obtained financing, of which more than half are emerging brands established after 2020. The amount of a single financing for these brands varies, ranging from thousands of RMB to hundreds of millions of US dollars. In the face of a complex and highly competitive global market environment, these brands urgently need to learn from the successful experience of cross-border marketing from the pioneers, which is the original intention of Feishu Shennuo to launch the 2023 Meetbrands China Overseas Emerging Consumer Brands List. 50 cutting-edge consumer brands are on the list, and they have achieved remarkable results in going overseas
The evaluation dimensions of the 2023 MeetBrands China Overseas Emerging Consumer Brand List combine brand influence, product innovation, and sales performance, etc., and the significant cross-border marketing results make people see a new breakthrough in the digital intelligence capability and brand comprehensive potential energy of cutting-edge consumer brands.
For example, catlink, a pet products brand with smart cat litter boxes as its main product, has not only been recognized in China's local market, but also occupied a dominant position in Southeast Asia, Japan, South Korea, Europe, North America and other regions; Fast fashion brand CIDER chose to build its own digital ** chain and improve its cross-border marketing capabilities in terms of production and marketing synergy; Velotric, the e-bike brand, has independently developed the core three-electric system of e-bike, and optimized the design based on the characteristics of users and usage scenarios to create emotional resonance with consumers.
In the list, cutting-edge consumer brands going overseas also show a new phenomenon: it seems to take less time to build a brand from 0 to 1. For example, bedstory, the home brand on the list, has achieved global sales of 100 million yuan within 3 years of its establishment. In addition, it took less than a year for JOVS, a high-end personal care brand, to achieve the top sales of similar products in the Japanese and British markets......The cross-border marketing strategy that keeps pace with the times allows consumers in the global market to see the diverse advantages of Chinese brands.
How to develop the core competitiveness of cutting-edge consumer brands
Feishu Shennuo's 2023 MeetBrands China Overseas Emerging Consumer Brands List also pointed out that even though the performance of the top 50 cutting-edge consumer brands has its own merits, there is still an objective gap between the overall and benchmark brands. In the increasingly complex environment for brands to go overseas, the expectations and needs of overseas consumers have also quietly climbed to a higher level, and the road to overseas is full of various changes and challenges, and it is imperative to develop core competitiveness.
The list builds a core competitiveness system for cutting-edge consumer brands going overseas, emphasizing the criticality of brand digital infrastructure and transformation. The system focuses on the three core dimensions of products, users and merchants to provide support for cross-border marketing and actual operation of brands
1.Establish a consumer-centric innovation system on the product side.
Cutting-edge consumer brands need to learn to use data and algorithms to grasp the changes in consumer demand, and at the same time strengthen the R&D and production systems.
2.Convey the brand's unique values and story background on the user side.
Cutting-edge consumer brands need to further deepen the differentiated image of the brand in the minds of consumers, expand user assets, and establish emotional resonance with consumers in subdivided circles;
3.Strengthen the control and linkage function of terminal channels on the merchant side.
Cutting-edge brands also need to improve their ability to deploy and control online and offline channels to improve the shopping experience of overseas consumers.
Feishu Sinono's "2023 MeetBrands China Overseas Emerging Consumer Brands List Report" provides an in-depth analysis of the new trends of cross-border marketing and the successful experience of pioneers in the overseas consumer goods industry. For more strategic references for emerging consumer brands, please refer to the report.