Online Marketing: The Most Important Thing For Cross-Border E-Commerce Enterprises

In 2022, China's cross-border e-commerce has gone through the boom of the previous years and entered a period of adjustment and transformation. At the same time, all parts of the country also attach great importance to the development of cross-border e-commerce. In recent years, cross-border e-commerce has become an important engine to support "external circulation". The development of cross-border e-commerce has led to changes in the entire industrial chain. The digital transformation of trade represented by cross-border e-commerce will have a profound impact on trade and industry.

On March 30, the Cross border E-commerce Roundtable hosted by the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the e-Commerce Research Center of the.

The event attracted nearly 40 people from more than 30 cross-border e-commerce enterprises, including Dalong.com Group, Zhimeitong, Siyiou, Coral Cross border, Netfirst Cross border, Skyee, Foreign Trade Commune, Yanwen Logistics, Lianlian Digital, Tianyuan Pet, Quanzhitong, Dousha Bao, Baishi International, Global Trade, Yiwugou, Lingshou Cloud Business, Italy Hello Group, to attend the event, covering cross-border e-commerce platforms Big sellers, supply chain enterprises, service providers and other fields.

1、 GMV over 15 trillion cross-border e-commerce market data report was released

The first part of the round table released the 2022 China Cross border E-commerce Market Data Report, which was reported by Zhang Zhouping, a senior analyst of B2B and Cross border E-commerce Department of the e-Commerce Research Center of CESTC. The report analyzed the development status of cross-border e-commerce in 2022 from five aspects: industry overview, industry data, companies above designated size, financing data, and user data.

Zhang Zhouping mentioned that in 2022, the scale of China's cross-border e-commerce market will reach 15.7 trillion yuan, with a year-on-year growth of 10.56%, accounting for 37.32% of China's total import and export value of goods trade of 42.07 trillion yuan. Among them, export cross-border e-commerce accounted for 77.25% and import accounted for 22.75%. In terms of model structure, cross-border e-commerce B2B transactions will account for 75.6% and cross-border e-commerce B2C transactions will account for 24.4% of China's cross-border e-commerce transaction models in 2022. In recent years, the cross-border e-commerce retail model has developed rapidly, and policy support has also brought about an increase in the proportion of models in cross-border e-commerce.

Zhang Zhouping introduced that since Hangzhou was approved as the first comprehensive pilot zone in 2015, China's cross-border e-commerce comprehensive pilot zones have reached 165 so far, realizing full coverage of 31 provincial-level administrative regions in the mainland except Hong Kong * Macao and Taiwan. In addition to Beijing, Tianjin, Shanghai and Chongqing, four municipalities directly under the Central Government have been approved, the number of approved cities can be divided into three echelons. The first echelon is: ≥ 10 cities; The second tier: ≥ 5 cities<10 cities; The third tier:<5 cities< p="">

Zhang Zhouping said that at present, Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou are the main centers of cross-border e-commerce. Major cross-border e-commerce businesses in Beijing include: Amazon Global Store, Dunhuang, Jingdong International, Baby Grid, etc; In Shanghai, there are eBay, Wish, Temu, 55 overseas shopping, bean paste buns, etc; Guangzhou: Zhuozhi Group, Onion Group, Payoneer, Skyee; Shenzhen has: Zhimeitong, Disifang, Shopee, Youkeshu, Tongtuo Technology, Lanting Jishi, patpat, Xingyun Group, Savi Times, etc; Hangzhou area includes: Alibaba, Lianlian International, AliExpress, Lianlian Interactive, Zibuyu, PingPong, etc.

In 2022, cross-border e-commerce enterprises generally feel under great pressure. It can be seen from the data that the growth rate has declined compared with the previous two years. The 2022 cross-border e-commerce can be reviewed from the following perspectives. The first is the policy. In 2022, the country will still place high hopes on cross-border e-commerce, and increase support for cross-border e-commerce across the country through the comprehensive pilot zone; Second, the market has developed steadily into a new driving force for stabilizing the economy; The third is that Internet giants have increased their cross-border e-commerce, and Temu with Pinduoduo has developed most rapidly; The fourth is the collective "cold winter" of import cross-border e-commerce; The fifth is that compliance has become the consensus of cross-border e-commerce enterprises; Sixth, DTC brand independent station is favored.

However, there are also a series of problems hidden in the development of cross-border e-commerce. Zhang Zhouping cited the case of user rights protection accepted by the well-known online consumer dispute mediation platform "Diansuibao" After sales Service, commodity quality, false publicity In addition to traditional problems, there are some new "blocking points", such as The logistics cycle of cross-border shopping is long, and the time of receiving goods exceeds the warranty period It is difficult for consumers to maintain their rights.

According to the effective complaints of cross-border e-commerce users accepted by "Diansuibao" in 2022 TOP10 The following are listed in the order: Ocean Wharf, Global Express, China Free Daily, Panda Life, Tmall Global, Kelp Treasure, Know Season, Don't Like, Kaola.com, German BA Bodyguard Mall; 11th to 20th The order is: Haihu Haitao, Amazon, 86 Chinese Shopping Mall, Dunhuang. com, Shining Moment Haitao, Dolphin Home, China Post Overseas Shopping, Bingbing Shopping, Lamb Shell Overseas Shopping, Onion; 21st to 29th They are: Feelunique, Chop Bang, 86mall, Xingyun Warehouse, Haitao No.1, Bonfont, shopee, wish, and Haitao app.

2、 How can "Media+Think Tank+Supply Chain Finance" empower cross-border e-commerce?

The second item of the conference was Cao Lei, the director of the e-Commerce Research Center of NetEase and Economics, who delivered a speech on "NetEase and Economics" Media+Think Tank+Supply Chain Finance "Enabling cross-border e-commerce, enabling cross-border e-commerce from three perspectives of media services, think tank services and supply chain financial services.

At the beginning of the speech, Cao Lei introduced NetEase from eight aspects: company introduction, office environment, development history, development strategy, track focus, media influence, data wall and peer comparison. Cao Lei said: "With a history of 16 years, we have provided three services, namely, media platform, professional think tank and finance/financing, and are committed to building a" leading digital economy service provider in China "driven by big data."

Cao Lei mentioned that in order to better serve cross-border e-commerce enterprises and users, after several months of testing and operation, in 2021, the one-stop cross-border e-commerce "information data service" portal - the online economic and trade cross-border e-commerce platform will be officially launched, covering export cross-border e-commerce, import cross-border e-commerce Cross border e-commerce service providers (cross-border logistics, cross-border payment, cross-border technology, cross-border marketing, etc.), cross-border policies, cross-border parks and other fields, including Amazon, ebay, Shopee, Lazada, TikTok, Dalong Group and other leading platforms in various fields.

Cao Lei mentioned that, in terms of the honors won, the Cyber Economic and Social E-commerce Research Center has won the following industry honors: selected as one of the top 10 influential social think tanks of the "Belt * Road", outstanding contribution award of China EU cross-border e-commerce, member of the expert pool of the China 50 cross-border e-commerce forum, deputy secretary-general unit of the China 50 cross-border e-commerce forum, and so on.

In book publishing, at the end of May 2019, the era of the whole industry chain of cross-border e-commerce: the opportunity period under the policy dividend, which was edited by the Research Center of Cyber Economic and Social Affairs, was the first monograph that systematically proposed and discussed the development of the whole industry chain of cross-border e-commerce in China.

On how media services can enable cross-border e-commerce, Cao Lei introduced six ways to achieve it: Member services, business reports, e-commerce quick reviews , e-commerce evaluation, community activities, conference services 。 Among them, e-commerce quick reviews are written with the original signatures of industry authoritative experts such as industry analysts and special researchers of the Cyber Economic and Social E-commerce Research Center in response to hot issues such as e-commerce industry trends, major investment and financing, listed mergers and acquisitions, law and policy promulgation, e-commerce promotion, and all kinds of infringement. The Cyber Economic and Social E-commerce Research Center exclusively and authoritatively publishes our own media We Media Matrix, 3000+registered media library.

In the think tank service section, how to enable cross-border e-commerce, Cao Lei said that it mainly includes four parts: report customization/sponsorship, data service, list customization, and expert training, to meet the needs of cross-border e-commerce enterprises in an all-round way. Among them, in terms of report customization, it relies on resources such as the 15 year digital economy industry precipitation, 1 million+"Dianshubao" big database, and 100000+digital economy industry chain.

Finally, Cao Lei focused on the supply chain financial services. On November 23 last year, NetEase announced the establishment of the "Consumer E-commerce Supply Chain Financial Service Center" and released the consumer E-commerce supply chain financial solutions, aiming to solve the financing problems of consumer goods circulation enterprises. "Consumer e-commerce supply chain financial solutions" provide cross-border e-commerce supply chain enterprises with: 1、 Financial loans Solve enterprise purchase funds Shortage; 2、 Trading platform Realize online integration of order purchase, logistics and capital flow.

In this scheme, the core enterprises of cross-border e-commerce are provided with loan lines, and the supply chain enterprises, together with the supply chain financial center of Netsun, divide the lines to qualified downstream stores, who purchase goods from enterprises in cash after obtaining bank loans. The advantages are: first, unsecured, pure credit loans; Second, one-time credit granting and recycling; The third is to withdraw funds on demand, use them for specific purposes, accrue interest on a daily basis, and borrow and repay at the same time. Cao Lei vividly explained: "This is the plan that four people can win when playing mahjong.".

3、 Enterprise representatives discuss the development of cross-border e-commerce

In the third item of the conference, representatives of cross-border e-commerce enterprises and industry experts held a round table meeting to express their views and discuss the development of cross-border e-commerce.

1. Sun Deliang, Chairman of Wangsheng Business Treasure: The profit model of the Internet is essentially "trading" and "service"

1) Difficulties in the development of industrial Internet: First, different objects. The object of the Industrial Internet is a legal person. A legal person is an organization, not a person can decide. The target of the consumer Internet is a natural person, who can make decisions on his own. Second, online transactions are difficult. Large online transactions between enterprises are quite complex, so the financial attribute is strong in the industrial Internet, and supply chain finance plays a significant role and needs in the industrial Internet.

2) In essence, the Internet has two profit models: one is to provide commodity trading, and the other is to provide industrial chain services. The same is true for cross-border e-commerce, which provides commodity trading services to earn price differences and services to earn service fees.

3) Supply chain financial services mainly solve the problems of inventory and accounting period in commodity circulation. Enterprises in cross-border e-commerce, especially sellers on the platform, also have similar problems. The platform also has an accounting period, so there should be a suitable scenario for supply chain financial services in the cross-border e-commerce field.

2. Feng Jianfeng, Founder and Chairman of Dalong.com Group: It is worth thinking about whether cross-border e-commerce is a one-stop revolution or a gradual revolution

Starting from B2C, I have accumulated a set of my own playing methods. First, we did not follow the path of sellers on third-party platforms. Second, we made an attempt called self run large platform, which objectively cost a lot of money. At that time, it was the model of large platform and large department store. Third, the cross-border e-commerce chain was split and several trend judgments were made.

First, many cross-border e-commerce sellers sell on eBay, Amazon, Shopee and other platforms, while Chinese sellers sell on foreign platforms. Its essence is that our operating experience and supply chain are relatively developed. But from the historical trend, for example, Lazada in Indonesia, because of the localization of language, localization of e-commerce, localization of logistics, localization of services, as overseas sellers become more mature, perhaps those on the platform will be replaced by foreigners.

Second, whether cross-border e-commerce is a one-stop revolution or a gradual revolution is a question I have been thinking about in the process of entrepreneurship. Whether it is self operated e-commerce, B2C, or third-party platforms, they actually reach out to Chinese factories and create overseas consumers through traffic, including TikTok. These intermediaries should be opened by us, but when you grow in a country, you will certainly touch the interests of the previous online and offline retail channel groups in the other country. So Dalong chose a new method.

Feng Jianfeng summed up the business that Dalong is doing at present as S2b2C mode. In short, it directly links the domestic supply chain source with overseas small b enterprises. Our target is not overseas traders, nor overseas purchasers, but overseas corporate big sellers, online e-commerce, downstream small wholesalers, and some enterprise buyers. It can be understood as the end of the lower channel, but it must be B, not C. Dalong.com has built 97 industrial parks and 97 points in China, and this year it has more than 120, which is the centralized purchase center for many new businessmen in this town. In this case, we build Chinese factories on the left hand and connect lower channels overseas on the right hand, without middlemen. But the first mode is the B2B mode, and the second mode is definitely the tax paying mode. No package is a container. Whether this model can work still needs time to test. But in Feng Jianfeng's words, Dalong.com is the pioneer on the road that it insists on.

3. To Xu Yi, General Manager of Meitong: Many data of cross-border e-commerce are hidden overseas

Zhimeitong is a company engaged in overseas warehouses and cross-border logistics. Founded in 2015, the company is mainly based in North America. Now there are four warehouses in the United States and one in Canada. At present, we mainly focus on overseas warehousing, and provide e-commerce order distribution for cross-border sellers, factories, foreign trade enterprises and some cross-border investment service providers. At present, there are about 100 motorcades in the United States, which are specialized in dragging the container to the warehouse from various concentration ports in the United States. Our warehouse is scattered to all parts of the United States, especially the FBA warehouses sent to all parts of the United States. At present, we have in-depth cooperation with this rookie. We are responsible for most of the North American orders of rookie.

In the first quarter of this year, the overall foreign trade environment has declined, and the foreign trade of cross-border e-commerce now accounts for more than 30% of the normal foreign trade. However, in fact, there are still a lot of data hidden overseas, such as our warehouses. Basically, many warehouses, especially those that come to the United States in the form of general trade through containers, are hardly in the statistical caliber of cross-border e-commerce. In fact, they go through cross delivery e-commerce. Even because of the trade war, after the Americans did not take the initiative to purchase Chinese goods, many corresponding terms have been improved from the purchase terms. Many previous fob orders have been changed to EDP, while our overseas warehouse has undergone a great change. Many traditional foreign trade orders have been delivered, It will also be delivered to such purchasers in the United States through overseas warehouses.

For supply chain finance, the main two points are summarized, one is data. The sales data of the store, including the historical sales, need to be reinsured by the insurance company, and the unit is month. Another is procurement. To purchase is to purchase his products and services. However, from the perspective of individuals here, many customers' data may not be fully available, or they may not be more than next year. It is difficult to find these cross-border e-commerce data.

The other is procurement, because cross-border e-commerce procurement is not like the traditional export procurement. It may be said that there are relatively few corporate procurement from factories, from such supply chain enterprises, and then get the invoice for export tax. Most of the time, our country may also realize that it is stock purchase, which is a business of more overseas companies' direct transactions. In fact, there are product difficulties, even payment service providers.

4. Chen Yong, Deputy General Manager of Siyiou: Foreign trade enterprises still have high expectations for the whole industry

The company's foreign trade business started with the optimization of Google's search engine and evolved into a SaaS system to help customers build independent stations and optimize some keywords. The company has served more than 10000 foreign trade enterprises. Now, in addition to the optimization of the traditional independent station, I also started to do some optimization of TikTok. At present, the optimization of TikTok is much less difficult than that of search engine optimization.

At present, there will be fewer peers doing this. When doing search engine optimization, some popular keywords will be relatively difficult. From the perspective of the first quarter, the expectations of foreign trade enterprises for the whole industry are relatively high.

5. Wu Qirong, General Manager of Wangxian Cross border E-Commerce: At present, there is no very strong brand in the cross-border e-commerce agent operation industry

The company started from self operation at the earliest, and started to operate on behalf of others in 2015. In fact, the track of cross-border e-commerce on behalf of others is a very large track. At present, many domestic e-commerce on behalf of others have been listed, so the industry of cross-border e-commerce on behalf of others has not yet had a very strong brand, and there are also great opportunities. The company hopes to become some of the top brands in the network in this industry. Since last year, the company has gradually developed from agency operation to joint operation, because we found that if agency operation is good or bad, customers will abandon you. Since last year, the company has become a company that not only invests, but also incubates and operates.

China's listed companies, especially those enterprises that have been doing foreign trade, are really doing B2C brand licensing. Not many of them have done well, that is, there are still a large number of enterprises that have not done agent operation and self support. So his dream of doing brand has always been there. He thinks that the reason why he did not do it is not because this thing can not be done, His supply chain has failed, and the market has failed. What's more, his team is not good, because e-commerce is a good thing.

6. Gui Zaiqin, head of Yanwen Logistics' overseas warehouse: the earliest logistics mode of China's cross-border e-commerce export is postal packets

Yanwen Logistics was founded in 1998, mainly to make small bags. The earliest logistics mode of China's cross-border e-commerce export was postal small bags. Then with the upgrading of overseas consumption, the category continued to expand, including the continuous improvement of the value of goods, there was an overseas warehouse. At present, Yanwen Logistics has achieved the head position in the small package. However, the company's links in the logistics sector are not complete, and it is currently laying out overseas warehouses.

7. Yu Wanling, Founder and Chairman of Foreign Trade Commune: Integrated suppliers are the key to the overall marketing channel layout of cross-border e-commerce

The foreign trade commune platform is mainly to solve the problems of international trade and trust. It has created a unique B2B+social model. At present, the platform has 420000 registered users, about 100000 in China, and about 200000 overseas. On this basis, comments and big data of customs transactions have also been added. As a buyer, if you come to our platform, for example, there may be tens of thousands of LED suppliers, but there are only dozens and hundreds of friends. If these are not satisfied, you can look at the worst point of the third party. If this is not enough, there will be customs data based on import declarations of about 57 countries, Several of the declaration databases of more than 40 countries are updated weekly.

These data are from the customs official, timely, accurate, complete and authoritative, and can be traced back to the past. At present, since its establishment in 2006, the platform has served about tens of thousands of enterprises at home and abroad, mainly small and medium-sized enterprises in the past. However, at present, it is mainly in the logistics and payment industries. For example, Lianlian and Pingpong are customers of the platform.

In Yu Wanling's opinion, with the development of information and the development of hardware, it is not difficult to find customers when the whole marketing channel is announced. Customers in the big data platform are real, so we can search his contact information and communicate with them. The most difficult thing may be to integrate good suppliers, especially good factories with innovation and R&D capabilities, which constantly innovate and develop products. Otherwise, it will be difficult to compete in the future. Next, China is no longer a developing country, and it will become more and more difficult in the export field in the future.

8. Wang Deli, Distinguished Professor of Business School of Shanghai Shanda University: The cross-border e-commerce field has obviously entered a new cycle

Since the exploration in 2010, cross-border e-commerce has obviously entered a new cycle. Due to this cyclical and structural impact, foreign trade is in a long-term uncertainty. The main reason is the cyclical nature of the global economy and the current structural adjustment. Judging from the situation in the first quarter of 2023, it is uncertain.

Industrial Internet includes not only cross-border e-commerce, but also how to promote this industrial Internet from the perspective of an industry. I do a lot of things now, basically from research to consultation in an industry, and then to the landing of this industry. Why do I do this? Because academic research alone cannot solve the problems of the industry, but consulting alone is not enough. You still need to stand in a higher perspective. In addition, there must be productization as a support, otherwise, it cannot be landed. So we also need the supply chain financial services provided by NetEase. Governments all over the country need some tools to plan such cross-border e-commerce comprehensive pilot zones, including such parks. So from this perspective,

As a part of the cross-border e-commerce ecosystem, when facing the government and making industrial planning for the government, including the high-quality development of the cross-border e-commerce comprehensive pilot area, we need such products to support. When planning and consulting some industrial parks, products and services still need to be delivered. When we are targeting some traditional manufacturing enterprises and brand enterprises to carry out cross-border e-commerce, we still need such a service when consulting them on digital transformation. Especially this year, more and more manufacturing enterprises and some brand enterprises are transforming, and they are all expanding cross-border e-commerce.

9. Gao Jinjun, General Manager of TransInfo: It is a very important core link for China's cross-border e-commerce to go out of intellectual property

At present, it is mainly engaged in cross-border intellectual property services, in the final analysis, such as overseas trademark patents. In the future, China's cross-border e-commerce will go out, and intellectual property is a very important core link. In 2016, we started to build a service company called Cross Zhitong Intellectual Property. The customer groups served by the company are roughly divided into 37 groups. 70% of foreign-related businesses are overseas businesses. Then 30% should be domestic businesses, such as domestic trademark patents. In fact, 70% of the group are sellers on cross-border e-commerce, and 30% are domestic traditional foreign trade.

After the closure of Amazon's store, there are fewer and fewer genuine resellers. We can't say that we have entered an era of branding, but if we can say that we can survive, I think the probability of making boutiques is relatively correct, so some groups of customers we serve now are not only doing some traditional trademark applications, Basic work. In other words, it is also the direction of quantity oriented service that has been transformed into quality oriented service.

In addition, relevant enterprises introduced the company's business. Liu Yi, general manager of Skyee Business Department, said that Skyee's main business as a payment company includes exchange of payments and virtual card business. Shi Dongxue, PR Director of Lianlian Digital Brands, introduced that the company's main business includes domestic payment, clearing business and international payment business. Zhang Bing, Marketing Director of Tianyuan Pets, introduced that Tianyuan Pets is a company mainly engaged in pet products. Cheng Ye, the person in charge of Dousha Bao supply chain finance, introduced that the company is a financial technology company that does financing credit business for sellers. Zhao Hongling, CEO of Lingshou Cloud Business, said that retail cloud businesses are mainly engaged in consumer brands, opening offline physical stores, and operating online in public and private domains. (Welcome to cross-border e-commerce cooperation consultation and WeChat zhangzhouping110, please note name+company+position)