Live broadcasting involves cross-border e-commerce to rebuild the foreign trade trust mechanism

How hot is the foreign trade this year? Alibaba international station general manager Zhang Kuo saw that the platform provides more than 100 tons of popular lines of international express capacity every day, customers have to stay up until the early morning to kill seconds. Air and sea lines of tension in the news, has been going on for more than a month.

In the category of foreign trade commodities, there are such daily necessities as thermos cup, and such Chinese cultural products as ceramics, as well as textile fabrics, gas cylinders, yiwu small commodities and so on.

In fact, as cross-border e-commerce is a globalized business, the time difference and distance caused by geographical location are the standard attributes of globalized business. How to solve these problems at the physical level, so that buyers and sellers can establish the same trust mechanism online as offline, and reach satisfactory cooperation between both sides, has become an important issue to be solved in the process of digital transformation of the foreign trade industry.

This year, live streaming has become an important breakthrough point for cross-border e-commerce. Originally consumer-oriented forms of content began to be applied in the foreign trade industry of selling to merchants.

In Zhang Kuo's opinion, there is a big difference between b-type live broadcasting and consumer-oriented C-terminal live broadcasting. Type B live broadcast is a serious scene, which provides a platform for the supply and demand parties to intuitively understand the situation of goods and factories and conduct trade negotiations. This is different from the way that Type C live broadcast consumes time. "It is difficult to suddenly form a large trading platform in a time-killing scenario." "Said Zhang Kuo.

In order to make the B-type live broadcast more targeted and improve the efficiency of live broadcast, Alibaba International Website mainly promotes two kinds of products in the field of live broadcast: the first kind of products is the exhibition scene, and the second kind of products is the scene played in the private domain of merchants.

In the exhibition scene, Alibaba International Site moves the traditional offline exhibition to the online exhibition in the form of technology to display a certain kind of merchants in a centralized manner. Zhang Kuo introduced: "If your factory really has strength, trade staff really have strength, can further show your strength, this is the scene of the exhibition."

The September shopping festival held by Alibaba International this year was a typical exhibition scene. Within two hours of the opening of the September shopping festival, the actual sales volume surpassed that of the first day of the festival last September. Nine days and 18 hours after the launch, the accumulated trading volume has exceeded the total trading volume of last September's purchasing festival.

Take Zhaoqing Hejia Electronics Co., LTD., for example, which was originally a cross-border B2C enterprise supplier of consumer electronics, began to layout cross-border B2B through Alibaba International Station in 2019. In this year's September purchase festival, hejia Electronics' actual transaction volume at the international station exceeded that of B2C supply business for many years, with a year-on-year growth of 78 times.

In the private domain broadcast scene, the merchant can directly do a private domain live broadcast in the store, such as a small offline meet-and-greet, or a teleconference to serve customers in the private domain scene. Among them, the most core problem is to solve the trust mechanism.

According to Zhang Kuo, "Taobao also has private domain broadcast. From the data of private broadcast, the conversion rate of the same commodity with private broadcast and without private broadcast is one time different. The core source of the difference of 1 times is also based on consumers' trust in the seller. When they really see the seller, see the goods, see the factory, and then place the order, their trust or original distrust will drop a lot."

In cross-border trade, once there are differences such as time difference, language and culture, trust still costs a lot. However, new media such as live broadcast can help buyers see the products, the factories of sellers and the production capacity of sellers, thus further reducing the cost of trust. "Bringing new business opportunities through digital trust is something we will always do in the future," Zhang stressed.

This new media approach also enables many traditional foreign trade commodities to enter a larger global market.

Focusing on the production and sales of functional textile materials and finished products, Huasheng Chiang Textiles (Beijing) Co., Ltd. has been engaged in textile business for more than ten years, and has accumulated a relatively strong textile fabric RESEARCH and development strength. However, how to promote Huasheng Chiang's black technology products to a larger global market has become a problem in front of our wish. The Post-90s Beijing girl, who studied overseas and became involved in international fashion, is responsible for purchasing eight brands in the world's second largest luxury department store. She was not interested in the family business. Around 2017, she saw that her parents were tired of dealing with all kinds of difficulties in the traditional business mode, and she felt more and more the crisis and difficulty in the business. Therefore, she decided to end her job as a buyer and put herself into the family business.

From the beginning of 2017, Xu Wunwei began to study the backstage of the long-dormant store, analyze the preference of overseas buyers with data, develop new products through the preference of buyers, and expand the market with the excellent smell of buyers. On the other hand, I also actively joined the learning circle of Ali merchants and actively learned various knowledge of foreign trade digital management.

With the help of technical tools, the newly developed antibacterial garments that will last for 15 days without smell or wrinkle have been favored by buyers all over the world, and the products have been sold to more than 5000 customers in more than 60 countries. In the great promotion in March and September this year, Huasheng Chiarang realized the export of over 100 million with the help of different new attempts such as live broadcast, short video and VR factory watching.

Live streaming has also developed strong marketing capabilities in overseas markets. This feeling is even more intense for cross-border traders engaged in foreign trade. "In fact, in foreign countries, we found that we must use The Chinese way to do foreign markets, which is to reduce the dimension of the foreign market hit." Liu Shiyun, chairman of Guangdong Jituo Outdoor Products Co., LTD., which specializes in tents, sleeping bags, air cushions and other outdoor products, has a deep understanding of this. Liu shiyun is an in-depth user of alibaba international site. Through overseas web celebrity marketing, liu shiyun has cooperated with more than 100 well-known web celebrity KOL overseas to make the brand go to sea with cross-border live broadcast, overseas short video, online exhibition and other new marketing methods.

According to Liu, cross-border e-commerce live streaming, short videos, popular social media marketing and other brand marketing modes have brought great opportunities to traditional cross-border sellers in overseas markets. "Maybe it's already the second half of the domestic broadcast. I do cross-border live broadcasting in foreign countries. Do you know when cross-border live broadcasting first appeared? In May this year. "Cross-border e-commerce live streaming around the world only appeared in May this year, while domestic live streaming has been around since 2017." Liu shiyun laments that after so many years of development of cross-border e-commerce, more and more people have noticed the importance of brands. Many sellers have begun to cultivate brands, which are reflected in their actions, which also proves that the era of new digital foreign trade and brand going to sea has arrived.

"Cross-border e-commerce is actually an Internet culture, and the Internet is rapidly iterating. I believe that in the future, to B live broadcasting will become more and more normal. Our generation of entrepreneurs born in the 1990s must seize the moment." "Liu said.

Globally, with the increasing trend of content upgrading, new media matrix and customer acquisition form based on video, live broadcast and other new media are taking shape. Traditional foreign trade is shifting from offline to online, reconstructing the trade trust mechanism in a digital way, and helping buyers and sellers to connect through more rich multimedia.

Alibaba International website hopes to open its live streaming capability to more businesses so that they can turn live streaming, audio and video media, 3D composition and other technologies into a real private domain tool. A group of young business managers born in the 1990s are also becoming a new force in foreign trade. They can use data to understand the needs of different countries and regions in the world and grasp business opportunities.

On October 28, at the first Conference of the new power of foreign trade, Alibaba International announced the launch of the "Ten billion Ecological Investment Fund" plan to speed up the improvement of the digital new foreign trade track, to help all small and medium-sized enterprises open source, improve efficiency, goods to the world.

According to Zhang kuo, three things are most certain in the future: China's structural role in the world will be further strengthened; The classification of global consumption has been accelerated. Cost-effective and high-quality Chinese goods have become a firm demand, and brands face opportunities when they go abroad. The digital economy will bring the largest increase in China's exports.