Precise market positioning to promote Chinese brands to the world
According to data from the Ministry of Commerce, in the first 11 months, exports of private enterprises increased by 12.2%, pulling up the overall growth rate by 6.2 percentage points. However, the new crown pneumonia epidemic is still spreading around the world, and international demand is still constrained. Chinese foreign trade companies cannot take it lightly and still need to work hard.
With the rapid development of new formats and models of foreign trade, the business environment continues to be optimized. The Internet and digital technology have played an important role in efficiently connecting domestic and international markets and stimulating the vitality of small, medium and micro foreign trade entities. Li Liyuan, COO of Xiamen Gudao Group Co., Ltd., recently stated at the “Focus on the World, Exploiting New Routes for Digital Trade” at the conference that companies should make good use of the Internet to explore international markets under the epidemic situation. "Emerging or newly-transformed foreign trade companies lack foreign trade experience, and often have very single sales channels, few orders, and can’t open the market; the domestic market tends to be saturated and products cannot enter the international market; peer competition is high, and their own websites, Product exposure is not enough, and there is an urgent need for brand promotion and exposure.” Li Liyuan believes that in the environment of digital foreign trade and advocacy policies, the first thing to do is to make accurate market positioning to promote the brand to the world.
How to find a suitable development direction for foreign trade companies and accurately target overseas markets. Li Liyuan believes that its core lies in strong data analysis capabilities. "Through analysis of competitors, keyword placement, website and keyword correlation analysis, etc., keyword accuracy Only by layout and continuous exposure can we continue to develop the target market, increase the order conversion rate, and solve the open source problem for foreign trade companies.
The new crown pneumonia epidemic has not only accelerated the development of online digital trade, but also aggravated the poor international sales. Many foreign trade companies began to actively try to export to domestic sales with the support of policies.
But when the channels are unfamiliar, customers don't understand, and standards are inconsistent, it is not easy to switch to domestic sales. "Various countries and regions have different requirements for China's export commodities, and the domestic market also has its own requirements." The person in charge of a manufacturing foreign trade company in Ningbo told reporters that if the company wants to eat well, it must adapt to the domestic market rules. To adjust product positioning. As consumer needs continue to diversify and refine, Chinese sellers must also change their mindsets, gradually shifting from providing standardized, inexpensive and high-quality products to providing personalized, high-value products. "After the epidemic, people's consumption outlook has become more rational and mature, and Chinese people have become more confident in Chinese brands, and more and more love to use domestic products. This has laid a solid foundation for the rise of Chinese brands." The person in charge said.
Of course, for foreign trade companies, overseas markets are always the focus, and their export business has been hit but they cannot give up. The recent signing of RCEP has not only extended and reconstructed the regional industrial chain and value chain, it has brought more opportunities for economic and trade development in developing countries and underdeveloped countries, and has made the Asian supply chain more closely connected. At the same time, it has improved the sales efficiency of goods in the region and will further promote the development of cross-border e-commerce.
"In the agreement, the parties reached important consensus on issues such as cross-border information transmission and information storage, and reached a unified rule for regional e-commerce transactions. This is a great benefit to cross-border e-commerce in China and other countries in the region." Yang Fanxin, director of the International Cooperation Department of the National Institute of Development and Strategy, Renmin University of China, introduced to reporters that for China's cross-border e-commerce, branding and localization of overseas destination countries are essential for businesses to gain a firm foothold in the region. The institutional construction of the RCEP agreement can ensure that there is a unified e-commerce transaction specification in the region. She explained that in theory, Chinese e-commerce companies no longer need to invest a lot of money and work to meet the requirements of a specific export destination country. Cross-border sellers entering a member country are equivalent to entering the entire RCEP region. Such a big environment is conducive to the promotion of branding of Chinese e-commerce companies in the region, and it also improves the efficiency of e-commerce investment.
Yang Fanxin also mentioned that under the RCEP agreement, tariffs will be gradually reduced within a 10-year period. For Chinese cross-border e-commerce companies, this move reduces the cost of Chinese e-commerce companies on the one hand, and on the other hand can also improve the competitiveness of Chinese e-commerce products in the export destination countries. "Due to the reduction and exemption of tariffs, the prices of goods purchased through cross-border e-commerce are much lower than in the past, which directly improves the competitiveness of cross-border e-commerce."
In addition, export-oriented cross-border e-commerce companies often have long international logistics cycles and many intermediate goods circulation links, resulting in slow logistics timeliness and high transportation costs, which have a negative impact on users' shopping experience. The adoption or establishment of simplified customs procedures among RCEP member states, coupled with the relaxation of tax declaration policies, will greatly reduce the transportation costs within the region, and the logistics of domestic export products will be more time-sensitive, thus effectively solving cross-border e-commerce This big pain point of logistics.