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interface news reporter | she xiaochen

interface news editor | song jianan

for a long time, chinese brands have preferred “buying volume” when going global online, which has also brought them many opportunities for rapid growth. but as the bonus period faded, things changed.

data provided by amazon shows that in the past year, the number of chinese sellers online on international sites has increased by 45% year-on-year. analytical forecasts from zheshang securities also show that the market size of china's cross-border e-commerce independent stations is expected to reach 3.4 trillion yuan in 2024, accounting for 35% of the entire cross-border e-commerce b2c market share.

facing increasingly fierce competition, brands need to explore new possibilities, both in terms of channels and development strategies.

although the companies at the top of the list are still continuing to buy volume to ensure stable sales, according to the observations of practitioners, from last year to this year, many new types of companies began to go overseas, and their practices were different from the past.

fei shu yi tuyesdigitizationmarketing services groupa subsidiary of feishu shennuoofcross-border e-commerce operation solution platform, as a typical "participant sample", has witnessed the changes in the overseas industry.

feishu shennuozhang yaxue, vice president and head of feishu yitu, told jiemian news that many overseas companies previously focused on clothing, beauty, and 3c electronics, but in the past two years, overseas categories have become more diverse, such as outdoor, energy storage, smart home, and wearables. equipment。althoughthe latterit’s not big in scale, but it has deep accumulation in the vertical track.。

channels are also expanding along with categories.

in addition to traditional cross-bordere-commerce and independent websites, many brands are now beginning to focus on tiktok shop. bytedanceis increasingwith investment in overseas business, tiktok now has 1 billion global monthly active users, covering more than 150 countries and regions.

back in 2in 2018, many non-leading companies usedtry to go overseas in the form of an independent station. but this kind of enterpriseexistoverseas marketbusiness developmentaspectsless experience, need middlemen to provide more complete services.feishu yitubiandeveloped saas tools based on the needs of these companies, enter latergo to the more advanced stages.

during this process, tiktok shop has risen simultaneously, and the intensifying market competition has also put forward higher requirements for service providers. zhang yaxue said that in the past, the link of shelf e-commerce was very short, and it was enough to do a good job in the site, but tiktok shop also needs various capacity building outside the store.

due to backingTikToknatural traffic pool, tiktok Shopofdraining traffic and selling goodsthe methods are more diverse,merchantstarttry short videos to bring goods, live broadcasts to bring goods, etc., oftenneed andinternet celebrity cooperation。

butdifferent internet celebrities have different acceptance of video-based products.zhang yaxue said that many overseas top internet celebrities have large numbers of fans and will cooperate with brands to shoot videos, but they are not willing to sell through videos and get a share of the sales. instead,many waist or tail experts have achieved good results in carrying goods. the current problem is how to replicate these cases efficiently. for brands, service providers and platforms,no definite answer yet。

there are also differences in the acceptance of live streaming in different regions.although content e-commerce is very mature in the country,overseas marketbut atin the budding stage,there are huge ecological differences.

due to cultural proximity, live streaming in southeast asian markets is smoother. at present, the leading live broadcast anchors in vietnam, thailand and indonesia have achieved sales of more than one million us dollars in a single live broadcast. the scale ceiling of this part of the market is relatively low.

in the north american market with completely different cultural foundations, brands doing tikTthe challenge encountered by ok shop is that it is difficult to findplenty of celebrities, not to mentionanchors who are willing to live broadcast for a long time. most of the goods are delivered by experts through short videos, and they are concentrated on mid-waist influencers.

in zhang yaxue’s view, this has a lot to do with the pace of tiktok’s commercialization and ecological construction, and in brand-new overseas markets,returnthere is infrastructure construction, policy compliance and consumer psychologywaitvarious questions. "being able to use tikTthere seem to be relatively few companies that are doing well on ok shop. looking at it in reverse,thisrightit is also a huge opportunity for brands and can become a breakthrough growth point. "

take a lighting brand as an example.settled inamazonfor many yearslater, this company launched tikTok has gained new room for growth. the reason is that the company itself has strong product resources and is willing to invest in tikTok shop to try.feishu yitu has equipped it with a dedicated team of operations, experts and live broadcasting, and has achieved significant growth within three months. so far, the sales volume has exceeded the brand's performance on amazon in an entire year.

on the one hand, such results benefit from channel dividends, and on the other hand, they also depend on the company's own investment and the particularity of its products.lamp brands cannot be displayed more intuitively on shelf e-commerce.experts bring goods and dynamic displayletit is easier for merchants to promote their brand image, which also helps to increase product sales.

in today's competitive environment, multi-channel layout has become a must-choice for all brands going global.

several mcn people told jiemian news that this year many institutions and tikTok has reached a cooperation and hopes to create an excellent case for overseas live streaming to bring goods. for the north american market, which is a tough nut to crack, some agency leaders went directly to the local area to investigate and deal with the challenge.

without relying on a single platform, merchants will have more operational difficulties, such as amazonandTiktok shop eachthere is a background of business analysis, and the data dimensions are different. i want to gain an overall insight.business situations, brands oftenit is necessary to download the forms on each platform and then summarize and analyze them.adjustmentbusiness strategy, overallthe process is time-consuming and laborious.

but for service providers, this has become an opportunity.this year, feishu etu is serving independent websitesexpanded beyond amazon and tiktok shopserve。zhang yaxue said,all-link, all-channel serviceswill be the next companyofbusinessfocus。