shanghai international mcn conference observation｜facing the new opportunities of “silk road e-commerce”, how should companies go overseas?
2024-09-27
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the 2024 shanghai international mcn conference is being held.
the paper (www.thepaper.cn) learned from the organizer that the "shanghai three-year action plan to promote the high-quality development of live broadcasting economy (2024-2026)" was interpreted on-site at this conference, focusing on "silk road e-commerce" sina trends, introduce relevant policies, latest trends, ecological channels, new opportunities and other related content, and jointly draw a new blueprint for "silk road e-commerce".
in october last year, the state council approved the establishment of a "silk road e-commerce" cooperation pilot zone in shanghai to steadily promote the institutional opening up of the e-commerce field. "silk road e-commerce" is considered to be an important measure to actively promote international cooperation in e-commerce in accordance with the "belt and road" initiative, giving full play to china's advantages in e-commerce technology application, model innovation and market scale.
recently, three founders of overseas brand service agencies were interviewed by the paper.
chris pereira, the founder of meixun, is from canada. he has studied and lived in china for 20 years and started his business in 2020. according to his observation, "silk road e-commerce" is bringing new opportunities to chinese overseas companies, and people from various industries such as consumer electronics, new energy, medical care, and catering are taking root in overseas markets.
hong guogui, ceo of lingju digital, and he jiawei, general manager of shanghai dayu youyou media co., ltd., also believe that “silk road e-commerce” has ushered in high growth, and the original “selling products” is being upgraded to “selling brands.”
the shanghai international mcn conference is guided by the propaganda department of the shanghai municipal committee of the communist party of china, the shanghai culture and tourism bureau, and the shanghai municipal commerce commission. it is hosted by the shanghai council for the promotion of international trade and the shanghai putuo district people's government. it is also sponsored by the shanghai putuo district culture and tourism bureau, it is co-organized by shanghai cultural and creative industries promotion association and organized by shanghai trade promotion exhibition co., ltd.
going overseas requires not only being able to do business, but also being able to make friends.
peng jiarong is a canadian who has worked and lived in china for nearly 20 years. he speaks fluent chinese and is an authentic "china hand".
he told the paper that after completing his undergraduate degree in zhengzhou, henan, he first worked in suzhou for six years, mainly helping american and canadian businessmen do business in china. in 2016, he joined huawei as senior director of the public affairs department.
in 2020, peng jiarong started his own business and established meixun, which specializes in providing overseas brand communication and marketing services to chinese companies, assisting chinese companies in landing high-quality resources such as warehousing and logistics, offline channels, investment and financing, and sales leads to achieve deep development in overseas markets. "four years ago, i established meixun with two original intentions. the first original intention was to bring 'shenzhen speed' overseas and respond to customer needs 24/7. the second original intention was to get closer to customers' business and achieve results with to support customers, all services are free of charge.”
in his opinion, the products and services of chinese companies have now reached a relatively high position and can compete with overseas competitors. however, some chinese companies are not very good at making friends overseas. "most of our customers are very good at relationships when they are at home, but when they go to overseas markets, they only know about products and cost-effectiveness, but they forget to make friends overseas." peng jiarong suggested that chinese companies should truly build relationships when going overseas. taking root overseas and contributing to overseas local areas, products can only account for 50%, while making overseas partners become friends of chinese companies and trusting chinese companies is the other 50%.
this concept is reflected in his chinese name. "peng" corresponds to his surname "pereira", and "jiarong" refers to "the prosperity of the country and family." peng jiarong said that it is his wish to make friends with customers first and then discuss cooperation.
peng jiarong said that in the past 20 years in china, what he has learned is that "god rewards hard work". this is the advantage of chinese enterprises and his own advantage. although his resources and abilities are limited, he has made many like-minded friends along the way.
in the four years since its establishment, driven by the needs of chinese customers, meixun has only served the consumer electronics industry at the beginning and expanded to new energy, medical, catering and other industries. the company currently has offices in vancouver, shenzhen, beijing, hangzhou, singapore and other places.
in addition to selling goods, we must also sell brands
shanghai is building a live broadcast economic highland with international influence.
in early september, shanghai announced the "shanghai three-year action plan to promote the high-quality development of the live broadcasting economy (2024-2026)", setting a timetable for building a live broadcasting economic highland with international influence: the goal is to establish shanghai's live broadcast e-commerce by 2026 strive to achieve retail sales of 600 billion yuan, form 10 nationally leading and internationally competitive leading live broadcast platforms, cultivate a number of large-scale, strong driving and domestically influential live broadcast service organizations, and create a number of domestically well-known various ip brands for live broadcast events, etc.
with the continuous deepening of the construction of shanghai's "silk road e-commerce" cooperation pilot zone, "silk road e-commerce" is making new contributions to the digital economic development of countries jointly building the "belt and road".
enterprises are also taking the initiative to seek change. “in the past five years, the most obvious feeling is that more and more people are talking about brands. in the past, cross-border discussions were all about selling goods and selling products through distribution models. now everyone is talking about brands. last year, we also brought china enterprises organize overseas business study tours at tiktok headquarters in singapore, mcn agencies and live broadcast agencies in thailand, malaysia and other places to learn how to build brands in overseas markets. "he jiawei, general manager of shanghai dayu youyou media co., ltd., said that he hopes that shanghai can. quickly build an international mcn center and build industry scale through pioneering trials with leading brands. in this way, small and micro enterprises like him will have more confidence in going overseas.
hong guogui, ceo of lingju digital, also said that the logic of going overseas has been upgraded from “selling products” to “selling brands.” "shanghai has a natural advantage in terms of brands. there are many time-honored brands and international brands with their headquarters set up in shanghai. the yangtze river delta cities can also provide high-quality supply chains." hong guogui believes that along the "silk road", southeast asia, the middle east, countries such as russia have huge market potential.
at the same time, hong guogui also mentioned that in the process of going overseas, the selection of unique products is very important and cannot be blind. "some places have strong consumption power and are suitable for the mid-to-high-end market; some places are suitable for exporting building materials; some places have very segmented markets and are only suitable for selling wigs, not beauty products..."
she suggested that when selecting products, you can conduct online research first and use data from local e-commerce platforms to confirm which categories are popular. after online research, you can conduct targeted research at offline supermarkets and retail stores to develop differentiated products. .
the 2024 international mcn conference is being held. there will be exciting sharing of cutting-edge industry views from government departments, social media platforms, mcn organizations (domestic and international), third-party services, destination government departments, brand companies, and various media. gathering together, they will be based in shanghai, look at the world, focus on mcn's empowerment of consumption, trade, industry and culture, analyze new scenarios of cross-border cooperation, jointly explore the future development path of the mcn industry, and focus on new operations of the live broadcast economy models and new development formats, new mcn tracks of international competition and new consumption trends, conduct in-depth discussions from multiple angles, and gather the most forward-looking countermeasures and suggestions. stay tuned for more exciting news!
the paper reporter ding juerui
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