Online retailing is the best shortcut for domestic brands to develop overseas markets

The author has been researching and discussing E-commerce for several years, which is to study and discuss the online retail market, and with the popularization of E-commerce, especially the domestic brand enterprises gradually accept the concept of e-commerce, I would like to discuss with you a topic, that is, how domestic brands through the online retail to overseas.

One: Domestic brands and the status of the overseas market:

1: Brand awareness in the domestic has no problems, the next step is to open up more sales channels, so that more end users in the acceptance of the brand, but also accept brand products. such as Li Ning Clothing, the boss of electrical appliances.

2: Domestic brands in the overseas when the common use of similar methods in the country, such as to find CNN, Time magazine, such as advertising information, sponsorship of the NBA and other related activities, hope that this way can make their brand quickly grow up abroad, and then improve their own sales. What's the result? More brand-name corporate ads have been invested, sponsorship fees have been spent, and end users are ultimately not accepting these branded products.

3: Another means is through the acquisition of mergers and acquisitions overseas well-known brands, to achieve the promotion of their own brand, this way in the short term can quickly see results. For example, how does Lenovo get out of the way overseas by acquiring IBM? Maybe only Lenovo knows it.

The author through the study of E-commerce started some brand discovery, through the end user groups to promote the development of the brand, it is also a good development direction, such as lemon green tea clothing, wheat bags, natural beauty, etc., are relying on a sum of an online retail brand. This backward approach, for the existing brand enterprises to go overseas, is a good way.

Second: Domestic brand enterprises through the online retail to overseas advantage.

1: For the end user, inexpensive is the most acceptable products, the global end-user groups are following this rule. The domestic brand enterprise's product, to overseas user's temptation degree is the product price more. Especially since the financial crisis, Chinese-made products are more popular, and more overseas users are looking for inexpensive products online. The growth of nearly 200% of ebay's Chinese sellers ' sales in the first three quarters of this year is enough to prove the problem.

2: High profit under asymmetric information. The author after nearly 1 years of e-commerce foreign trade research found that domestic products to overseas is not as cheap as imagined, the author inspected Zhongshan a shoe factory, their factory production of women's shoes wholesale to the United States dealers, in accordance with the average price of 80 yuan per pair of wholesale, and the United States dealers to the local market, The retail price is about a pair of 150 dollars. The profit in the middle is conceivable. The financial crisis caused the bankruptcy of American dealers, and now the shoe factory began to sell through online retailing. On average, the retail price of each pair of shoes is about 60 US dollars, and the total number of retail sales in 3 months is basically the same as the original wholesale quantity. What about the profits? I think everyone can figure it out.

3: Retail to a certain extent after the establishment of the brand. When the end user community is long enough, the brand is naturally set up in the user community. At this time, the brand in accordance with the previous use of the manner of brand promotion, in the original by the user based on the establishment of overseas brands of difficulty should be far less than the existing difficulties.

Third: How domestic brands develop overseas markets through online retailing

1: Domestic brands directly participate in online retail, the formation of online sales team, etc., this way in the short term it is difficult to see benefits. In the long run the initiative in this way is in its own hands. Can adjust the relevant strategic tactics with the development of oneself freely.

2: For existing retailers supply sales, this way in the domestic call intermediary operators, overseas call sales assistant. To achieve retail sales overseas by giving them the means to supply them.

In the existing online retail way, only these two ways for the brand to choose. It turns out that online retailing is the best way for domestic brands to move overseas.