In the post -epidemic era, the brand's overseas became the general trend. From Mengniu, Hua Xizi to Miyuki Ice City, more and more brands have gone abroad, PK with overseas big brands, and exploring their own way of success.
However, in the context of the current global economic situation and the downturn, it is more difficult to make the brand successfully go out to sea.
From China to the world, what challenges do companies face? In the competition of existing in the sea, which gameplay can help the brand out? In the future, what new trends will be faced in sea?
01 When Chinese brands go to sea
When the domestic market competition tended to the Red Sea, the brand's overseas became a must -have for enterprises to develop markets, increase profitability, and find way out.
"The phenomenon of brands going to sea represents the constant flight of the Chinese economy." Peng Jiarong, a North American Communication CEO, who has rich experience in brand building and overseas, has served as a member of the core think tank of Huawei Canada PR. He said in an interview with "Pine Candy Finance": At present, Chinese brands have gone through three stages.
The first stage is the export of China. It is limited to the export of the product and there is no brand, but it has the advantages of price; the second stage is that Chinese companies take their team overseas. Although there are no particularly strong brands, they also encounter some difficulties in the process of going out of the sea. , But it is a very important stage of attempting exploration; the third stage is that Chinese companies go overseas with higher -end products, technology, and more mature brands. At this stage, Chinese companies will PK with overseas big names.
At present, Chinese companies have moved from simple "products to the sea" to a higher -level "brand going to sea", and the overall brand premium capacity and influence are also increasing. In the list of Brand Finance "The World Brand Value in 2022", 84 brands in China were shortlisted, with a total value of $ 1.6 trillion, ranking second in the world.
However, Chinese companies that go to the higher stage of "brand go to sea" will still face many challenges in overseas markets:
First of all, whether it is sales, channels, or influence, brands need to start from scratch and open a new situation in overseas markets.
"In fact, the company's overseas market is a process from scratch." As the first batch of anchors who made TIKTOK live broadcasts, Yan Guanghua followed the platform bonus to develop rapidly. Now Own company.
She emphasized: "Good quality and differentiated products may win on the starting line, but whether it is welcomed by the market, the most important thing is to find a customer group to cultivate consumption habits. In the end, it can help enterprises to open sales. "Yan Guanghua's words actually correspond to another difficulty of the brand's overseas: China and overseas big -name PK must form their own stable customer group and get overseas users.
However, there are many cases of rushing out of the market, but they have returned from the feathers. In the process of going overseas, some companies directly copy the domestic operating models and ideas. Rest -to -hard sets often cause soil and water dissatisfaction. Not only are they not welcomed by overseas users, they also consume a lot of funds but have little effect.
In this regard, Peng Jiarong said: "The misunderstanding of some brands is floating in the air, and the imagination of going out to sea is more ideal, and it has not really impressed the local audience." Consumption habits can make products in order to make the foundation for long -term survival overseas.
But in the face of many challenges, there are still some Chinese brands in difficulties and successfully went to sea.
02 Brand goes out of sea, how can I fire the circle?
Throughout the king who successfully went to the sea, there is one thing in common: finding the game that suits you in the challenge, and exerts its advantages to the extreme.
For example, the black horse of the North American e -commerce circle -Temu, the overseas version of Pinduoduo, has quickly become a dark horse in the e -commerce field since its launch in September this year. The hot listing products are also amazing sales.
This is inseparable from TEMU's smashing money in major social media in North America. Large -scale advertising has allowed TEMU to quickly win the welcome of overseas audiences and develop a way out in the fierce e -commerce circle in North America.
Another game rules use long -term perspective, focusing on localized "product + cooperation".
For example, BYD, a classic logo in London, Britain. Today, the market share of more than 60%of pure electric buses in the UK ranks first.
In order to win the British market and meet the strict EU standards, BYD has worked hard in products. If you want to do a good job of double -layer pure electric buses, you must solve the technical difficulties of the energy supply of the vehicle battery pack. BYD has continuously tried to improve the product design. Finally, this hard bone has also refreshed Chinese products' cognition overseas.
In addition, BYD successfully rushed into the British market and was inseparable from cooperation with local companies. At present, BYD has established a cooperative relationship with Alexander Danien Co., Ltd. (ADL), the largest buses in the UK, and has become its "exclusive cooperation" manufacturer. "Product + localization cooperation" is the high growth space of BYD.
And Anke's innovation from Hunan to the world has formed a set of "going to the sea".
The first killer of Anke's innovation was the product. Want to win the audience's recognition in Europe and the United States, the hard power of the product itself is the most basic threshold. The Anker charging category can be very popular overseas, and the technical barriers continuously developed and created are the top priority. The most critical technical barriers are GAN materials. Compared with other materials on the market, GAN is an excellent semiconductor material for high -frequency, high -pressure, high temperature and high -power applications, and is smaller under equivalent. Anke innovated in advance to capture high -power development trends in advance. In 2018, it developed the world's first charger with GAN technology. After continuous iterative innovation, the Ganprime series was launched in 2022 Less fever and more durable, consolidate the moat of the product.
However, the ace of the charging category alone is not a long -term way, and a single product strategy often leads to the weak growth of subsequent growth. In this regard, Anke's innovative response strategy is the "multi -category strategy". From charging products to wireless audio categories and intelligent innovation categories, the gradually subdivided category helps Anke innovation opens a new growth space. As of the end of 2022H1, the company has 80 invention patents and 435 practical new patents, and has won 88 international industrial and consumer electronics design awards.
In addition, in the process of new product incubation, Anke Innovation pays attention to the collection of market information and user feedback. For example Increase charging power and compatibility. Power IQ 4.0 launched in 2022 can be compatible with more than 1,000 devices, and can automatically allocate charging power of different devices in real time.
Throughout the history of Anke's innovation for more than 10 years, it is actually a process of continuous trial and error and constantly adjusting strategy. For example, at first, Anke Innovation was a cross -border e -commerce company that focused on the Amazon platform, but now, the company has got rid of the dependence on a single channel and gradually transformed into a multi -channel operation model. This multi -channel contains both offline channels represented by Anke's innovative independent stations, as well as EBAY and Wal -Mart.
The benefits of multi -channel can get a glimpse of the financial report. In 2021, Anke Innovation Amazon Platform achieved revenue of 6.873 billion yuan (+19.0%), and other third -party platform revenue was 733 million yuan (+92.5%), accounting for 5.83% of total revenue. 83.6% reached 394 million yuan, becoming the company's growth point.
As the brand goes to a new stage, competition is increasingly incandescent, and it is difficult to attract customers to continue to attract customers. In this regard, Anke Innovation has given a solution for "public domain+private domain".
In terms of public domain, Anke Innovation pays great attention to advertising on e -commerce platforms such as Amazon to achieve direct drainage. It also rely on social platforms and head KOL to plant grass, invite them to make evaluation and recommend videos, and then drain to the official website and Amazon. In terms of private domains, Anke Innovation corresponds to the marketing of official community, with prizes, product evaluation and other sectors, helping the company to enhance user stickiness, cultivate a stable customer group, and achieve word -of -mouth construction and dissemination.
Relying on products, channels, public domains+private domains, Anke innovation has embarked on a successful way to go to the sea. But in the post -epidemic era, the brand will also go to a new stage.
03 Rebate the brand to go to sea
The journey of Chinese brands from the early foundry production (OEM) to today's independent brand (ODM), the added value of the product is continuously increasing, and the brand influence is also increasing. In the list of "The Top 100 Chinese Brands in 2022", the total value of Chinese brands exceeded 1 trillion US dollars in the list of "Top 100 Chinese Brands in 2022", of which 6 of them increased by more than 25%. At present, Chinese brands have reached a mature stage, and some new trends have emerged.
On the one hand, the brand wants to make a popularity overseas, and the marketing cost is high. A research report data from We Are Social and Hootsuite shows that in 2021, social media advertising marketing costs rose by more than 20%. Therefore, if you want to win in the Red Sea competition, product fine cultivation will become the general trend of going to the sea.
Tino, the founder of Tiannuo Xi, successfully launched the Chinese brand in the European and American market in a short period of time. The cross -border e -commerce brand company he founded exceeded 500 million sales in the third year.
As a veteran player, he said: "The original three -board ax marketing method must not work now. It must be a sub -cultivation. In some plans, the method of fine cultivation can help the brand get better cost -effectiveness, and find your own way out in stock competition. "
On the other hand, it is increasingly important for companies to go to the sea to get the trust of overseas customers and have a stable customer group.
Peng Jiarong, CEO of North America, emphasized: "In the final analysis, the brand must be refined to a individual. It is the top priority to create improved products for local consumers and launch a suitable local product."
Tino's point of view is consistent with Peng Jiarong, "If you want to make bigger and bigger overseas, you cannot do without the customer group that adapts to the local market strategy, brand positioning and stable. Seeing the effect as soon as possible, but doing the brand is not the case. To make a brand requires long -term investment and patience. It requires a little bit to accumulate user trust and form your own stable fan group. "
If you want to have a stable fan group overseas, the brand must work hard to build user trust. It is a practical measure to continuously improve the product according to the user's opinions and collect users' feedback to continuously improve the shopping experience. Through these measures, the "trust" built by the sea brand will become an intangible asset of the enterprise.
Related studies have shown that consumers will only be willing to pay a higher premium for the brand under the premise that the brand has higher trust and recognition. Therefore, brand cultivation of stable customer group also means that companies will have a broader profit space overseas.
Conclusion:
The wave of Chinese brands has been struck. From the original "product to the sea" to today's "brand going to sea", Chinese companies have moved towards a higher dimension in overseas markets.
However, if you want to continuously enhance the brand's influence worldwide, you need to enhance your "internal skills" and transform the thinking of the sea.
From the pursuit of "short -term profit" to creating "long -term brand value" is the "qualitative change" of the brand's overseas, and it is also the only way for Chinese companies to go to the world's higher stage.