Developing overseas market: integrated marketing communication of electronic commerce

From October 27, 2010 to 28th, UBM's Tfm&a China marketing and advertising innovation Technology Exhibition and seminar was held in Shanghai Pudong Exhibition Center. I was fortunate enough to attend the meeting as a guest and to exchange ideas with all the guests and participants on how Chinese companies are going overseas to carry out marketing promotion.

At present, Chinese enterprises and some marketing companies in the domestic marketing theory and practical experience of rich, through continuous in-depth research and innovation, to create a number of domestic well-known brands. But in foreign countries, "made in China" brand unknown, marketing promotion way Simple, was dubbed "cheap, low-grade" label. There has been no breakthrough in the overseas marketing of Chinese enterprises in recent years. Recalling the development course of China's foreign trade, Chinese enterprises to carry out international trade is mainly foreign trade agents, foreign trade business-to-business, regardless of which way Chinese enterprises are mainly completed production tasks, not really involved in overseas markets, do not need to carry out overseas marketing or just for international big sellers to carry out a simple search engine marketing.

However, in recent years, with the change of foreign trade environment, RMB appreciation, rising labor costs, trade barriers trade friction intensified, simple processing mode is challenged, especially after the financial crisis, many foreign trade enterprises realize that there is no independent channels, independent brands, the fate of foreign trade enterprises can not be mastered in their own hands. But how to establish brand awareness and reputation abroad, how to operate in overseas markets? Still is to make many foreign trade enterprise main headache problem.

In the internet age, the traditional AIDMA consumption pattern has gradually changed into Aisas mode, that is, attention, interest, search, purchase and share. New mode of consumption, the inevitable matching of new marketing methods. Therefore, foreign trade enterprises need to solve the first problem is to understand who your target consumers are, their characteristics of interest, consumption habits and so on, and then understand how they contact, understand your products and then generate interest, and finally how to ensure that consumers a good shopping experience and the corresponding after-sales service, End up turning consumers into loyal customers and sharing them with friends around them.

So how do we solve these problems?

Sihai Commercial Boat to provide the overall solution for overseas marketing is precisely for foreign trade enterprises facing the above problems, to provide customers with overseas market analysis, infrastructure platform, marketing, operation support four modules of service. Among them, the overseas market analysis helps foreign trade enterprises to determine consumers ' consumption habits, regional distribution, media contact habits and other consumer analysis, product analysis, competitor analysis, and based on market analysis to adopt localization strategy to build a Web site in line with consumer culture, reading habits, payment habits, apply for local domain names, Combined with the characteristics of customer products, in search engine optimization, search paid marketing, social network marketing, e-mail marketing, Web affiliate marketing, and other forms of the most suitable marketing methods to promote the overall promotion, and finally through the United States, the United Kingdom, Australia and other warehouses, storage of customer goods after receiving the order, The first time delivery of goods, improve distribution efficiency, and provide 7 * 24-hour multilingual customer service, timely solution to consumer problems encountered in shopping, to ensure that consumers a good shopping experience.

Meeting Introduction:

From October 27, 2010 to 28th, UBM's Tfm&a China marketing and advertising innovation Technology Exhibition and seminar was held in Shanghai Pudong Exhibition Center. The content of the meeting focuses on a combination of market practices and international trends, providing visitors with a "one-stop" access to a full range of marketing and advertising solutions opportunities and platforms to provide an efficient communication platform for marketing managers and technical solutions providers.

Tfm&a, with a combination of exhibitions and seminars, has conducted 8 keynote speeches, 27 lectures and round tables in two days. The site is divided into three lecture halls: "Keynote speakers", "digital/New Media marketing Pavilion" and "e-commerce/Database Marketing Pavilion". From Google, Baidu, L ' oreal and other well-known companies of the top leaders issued a keynote speech, the meeting attracted more than 4,000 marketing professionals to the scene.