How Do Cross-Border Enterprises Seize the Overseas Market After the COVID-19 Turns Better？

How Do Cross-Border Enterprises Seize the Overseas Market After the COVID-19 Turns Better？

Recently, the first Global Digital Trade Expo opened in Hangzhou. Ding Zhongli, Vice Chairman of the Standing Committee of the National People's Congress, delivered a video address and announced the opening. Ding Zhongli said in his video address that at present, digital trade with data as the production factor, information network as the carrier and digital technology as the enabler is booming and is becoming a new form of global trade and a new engine for future trade development. Especially in the context of the global pandemic of the COVID-19, digital trade has shown great advantages in breaking physical barriers and reducing physical contact, and has become an important force to promote the recovery of global economy and trade and reshape the global economic and trade pattern.  

Now, the domestic epidemic prevention and control is gradually opening up, and it is believed that the domestic and global markets will recover in the near future and reach a new level with the help of the digital Internet. Under the influence of three years, the pattern of overseas market has also changed imperceptibly. Many data show that overseas marketing is one of the industries with the strongest growth against the trend during the epidemic. Under the good momentum of effective overseas marketing, brand overseas marketing has become a strong trend.

For the overseas market plan of the brand, from the technical point of view, use the programmed flexible adjustment strategy; From the perspective of the whole case, more cooperation opportunities and better cost-effective choices can be obtained through the ability support of data, creativity and integrated marketing, accurate product positioning, the use of social media, embracing new things and new business models.  

The recently released Report on Social Media Trends in 2023 shows that TikTok has achieved a staggering 4 billion downloads in the past four years (January 2018 November 2022). It has become the social media platform with the highest number of downloads, surpassing Google, YouTube, Facebook (now Meta), Instagram and other overseas mainstream platforms.

It is not difficult to see that following the trend of the times will be pursued by everyone.

Cross border e-commerce brand sea going path

First of all, we should find out the target market positioning, whether to go to developed countries or developing countries, whether to go to the United States or Africa? At present, the overseas market, represented by Europe and the United States, accounts for more than 40% of the market, making it the largest stock market in the world; Africa, India, Southeast Asia, South America and other developing countries are global e-commerce emerging markets, accounting for 60% of the market share. Do they pursue cost performance or high quality; The second is to strengthen product quality. Establish brand thinking, strengthen product innovation, quality management and intellectual property protection. The third is user demand. The core competence of globalization is localization. Enterprises should not only focus on product quality, but also on the functional value and emotional value brought to consumers, the convenience brought to consumers, and the concept and spirit advocated by the brand, as well as the social identity brought to consumers. Fourth, communication channels. The enterprise realizes diversified layout by selecting cross-border e-commerce platforms or independent stations suitable for local purchase. Fifth, marketing means. Brand going to sea requires the help of global well-known marketing institutions and marketing tools, and the use of search engines, e-mail, short videos, social media, online celebrity live broadcast and other marketing means to comprehensively improve the brand's ability to obtain customers. The sixth is digital technology. Brand going to sea needs to use digital technology to improve ERP management ability, independent station building ability, short video shooting and production ability, and data analysis and operation ability. Seventh, supply chain management. Before going to sea, the brand needs to evaluate its flexible customization and rapid response capabilities. After going to sea, it needs to consider the challenges of supply chain capabilities, full process compliance, local laws and regulations, and humanities. Eighth, service ecology. The ability of financial payment, brand training, overseas localization service, intermediary service and technical service should be considered when brand goes to sea.