2024 e-commerce conference cross-border e-commerce special session held in beijing
2024-09-14
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china development network reported that on september 13, the 2024 e-commerce conference - cross-border e-commerce special session and cross-border hosting special session were held as scheduled at the beijing national convention center. the conference was hosted by the beijing municipal bureau of commerce and the china general chamber of commerce, and co-organized by ebrun power, beijing e-commerce association, and morketing group.
on the morning of the 13th, a special session on cross-border e-commerce with the theme of "growing towards the 'new', becoming more local and more global" opened. in his speech, fu longcheng, member of the standing committee of the party committee and vice president of the china general chamber of commerce, and senior economist, said that cross-border e-commerce, as an important part of my country's circulation industry and foreign trade, has become an important force in promoting high-quality economic development. small and medium-sized enterprises have vigorously expanded their global markets with the help of cross-border e-commerce platforms, and have gradually grown into a new force in the global digital wave. as an important part of global economic cooperation, cross-border e-commerce not only provides chinese companies with opportunities to go global, but also injects new vitality into economic cooperation among countries around the world.
cross-border e-commerce is not only a channel for commodity transactions, but also a bridge for cultural exchange and brand communication. as the global market continues to change, chinese companies are also facing many uncertainties when going overseas. how to adapt to the rules and changes of globalization while maintaining local advantages has become a problem that chinese companies must think about.
zeng qiao, founder and ceo of morketing group, released the "2024-2025 brand globalization white paper: resonance of brand power and localization" on the spot. the report focuses on the market opportunities and growth strategies for chinese companies to go overseas, and explores feasible paths for chinese brands to go overseas.
whether it is the chinese cross-border e-commerce market or the global cross-border e-commerce market, its scale is still growing continuously. from november 2023 to august 2024, a total of 125+ companies received financing, among which smart hardware, automotive travel, medical health, and related companies are more favored by capital. maternal and child parenting, environmental protection & health, short dramas, etc. are regarded as potential tracks in the future.
combining the market environment with investment and financing trends, china's cross-border e-commerce market shows three major trends: the pace of internationalization of chinese companies has accelerated, with overseas registration trends rising significantly; the number of large-scale financings has increased, with nearly half of the companies' financing scale exceeding 100 million yuan; and financing for upstream and downstream companies in the new energy vehicle industry has frequently occurred, driving technological innovation and industrial upgrading.
at the same time, the "six strategies for overseas marketing" summarized in the report are the key paths to achieve the resonance of "brand power" and "localization": online and offline omni-channel integration; short video marketing cannot be ignored; making good use of ai to form good interaction with consumers; deepening localized content; creating major holiday marketing events; and focusing on digital marketing.
in the subsequent keynote speech session, representatives from brand companies in different categories, such as smart travel, chain restaurants, and beauty, also shared their own experiences and suggestions on the globalization of their companies.
niu electric ceo li yan believes that in the global layout, localized operations are the focus, including localization of product form, localization of operation model, and localization of brand promotion. for smart travel brands, the combination of online and offline is very important. after online exposure and traffic diversion to attract consumers to buy, the online acceptance and delivery capabilities are also critical.
chen yongqiang, co-founder and director of inspur innovation, believes that in the field of panoramic cameras, the company has taken technological innovation as the cornerstone of development and used technologies such as ai algorithms to gradually solve problems such as slow shooting speed, jitter during shooting, and slow image acquisition of traditional panoramic cameras, creating a complete solution for users' "imaging work".
luo mingbo, general manager of tineco's international business unit, believes that with the support of technology and products, whether it is online channel marketing or offline channel operations, the key is whether the internal personnel of the organization, especially the operations and sales personnel, truly understand the products. only in this way can the localization operation and construction of the brand be truly carried out.
huang yong, vice president of yatsen group, said that in the past two years, the penetration rate of chinese brands in the overseas market has continued to rise in the field of beauty and personal care. behind the overseas expansion of chinese brands is actually the expansion of technological strength and brand strength. as the aesthetic proposition of chinese domestic brands, they insist on beauty without limits and encourage the younger generation to have aesthetic confidence.
yang ou, vice president of happy lamb, believes that for chinese catering to go overseas, finding the right target market is the first step, and the second step is to actively integrate into the local market during the brand management process. in addition, in the process of integrating the brand into the local environment and culture, it is also necessary to reasonably use local spokespersons and media platforms for promotion, which can further eliminate the gap between the brand and local consumers.
finally, around the topic of "in the process of localization, should we do business first or build brand first?" zeng qiao, founder and ceo of morketing group, yang ou, vice president of happy lamb brand, xing lin, general manager of government relations and public policy of ebay greater china, rui feng, general manager of new customer business department of google greater china, and wu peng, founder and ceo of kaye technology, also shared their wonderful views.
regarding "should you build your brand first or your ideas first?", brands at different growth stages and in different categories can choose different focuses based on their own development situations when going overseas. but in fact, the current overseas expansion of chinese brands is fundamentally different from that of ten years ago. previously, companies could achieve business growth through product and price competition, but now, relying solely on "sales" is no longer a sustainable business model. business and brand are not mutually exclusive. in the process of doing business, it is also necessary to build a brand through some marketing methods to build the company's own differentiated advantages.
in the afternoon's "cross-border custody matchmaking special", megan wang, merchant management manager of shein platform, wang jun, head of investment promotion of aliexpress, xian xiang, senior investment promotion manager of temu, daisy, cross-border investment promotion manager of tiktok shop in the us, and chang ning xiaoxi, co-founder and vice president of canban, successively took the stage to give speeches. representatives of different platforms analyzed and prospected the trends of overseas regional markets such as the us, canada, mexico, and the european and american markets. at the same time, based on the differentiated advantages of different platforms, representatives of various companies also shared and interpreted the platform's operating model, company product selection suggestions, platform policies, etc., to help companies seize market opportunities.
at the last part of the special session, the "cross-border hosting resource docking" session, representatives of experts from alibaba international station, aliexpress, nox superstar, temu, lechuang overseas warehouse, wanyitong, shein and other companies had a long 1v1 exchange with the participants, and the participants received tailor-made cross-border e-commerce solutions. this docking session aims to help brands and sellers break through geographical restrictions, expand the global market, and jointly welcome the new era of cross-border e-commerce.
the e-commerce conference has been held for 14 consecutive years since 2011. as an important part of the china international fair for trade in services, it has become an international and professional exchange platform that leads the cutting-edge concepts of e-commerce development, showcases innovative e-commerce achievements, and provides insights into e-commerce development trends.
