Cross-border e-commerce upgrading: More calm and in-depth cultivation before the tuyere

"At Amazon, we see the demand of overseas consumers is constantly upgrading. Products with serious homogeneity, average quality, no features and no technology content are indeed becoming less and less popular. Enterprises that focus on long-term development can see more and more opportunities and development space. The industry is becoming more and more mature, leaping from barbaric growth to intensive cultivation. At the same time, we are also seeing a growing recognition and acceptance by the capital markets for exporting cross-border e-commerce." Peng Jiaqi, vice president of Amazon China and Head of Products in The Asia-Pacific region for Amazon's global store opening, said at the 2020 Amazon Online Cross-border Store Summit.

It is understood that at the meeting, Amazon will open a new store in China to release four strategic priorities for 2021, including:

We will continue to support enterprises in transforming to online business models and seize the development opportunities of cross-border e-commerce. Support sellers to expand global opportunities, develop multi-site business and reduce risks; Support sellers to build international brands trusted by global consumers, enterprises and institutional buyers, and build "brand power"; Support the seller to continue to optimize the selection strategy, improve the "product strength".

Several cross-border e-commerce merchants also shared their views on brand building and innovation upgrading.

Yang Meng, founder and CEO of AnKE Innovation, said, "Branding is the main battleground for cross-border e-commerce in the next stage, and the core of brands is products and services. If the products are not powerful enough, it will be meaningless to talk about brands. Only with a serious and solid brand attitude, rather than the pursuit of short-term rapid sales of goods, can we enjoy the difference in brand premium and pull the new products in the future."

"In my opinion, to take long-term planning as the primary goal is to be practical, not to be an opportunist, and really polish the product and build the brand. "A lot of people want to make money in the short term because they don't realize how good it is to do something in the long term." IDG capital partner lian Meng said.

"As veterans of the Internet industry, we specialize in commuting outdoors and have been looking for long-term opportunities. After the transformation, we have been working for six years. In the first three years, we have explored what we want to do and what we really want to sell. Compared with the initial brainstorming and simple data analysis, it took us another three years to gradually improve the systematic process of product development and improve the success rate of product development. Over the next three years, we will complete the transition from quality to brand, enhancing customer loyalty and repurchase rate." "Said Tan Tie, CEO of Hangzhou Anzhi E-commerce Co., LTD.

Lou Pengcheng, CEO of Hangzhou Haibao Trade Co., LTD., said, "E-commerce has entered the mature stage to compete for product innovation and extreme efficiency. Therefore, we must deepen the supply chain, refine a certain category, invest heavily in product innovation and RESEARCH and development, establish barriers in this industry, and then consolidate our research and development ability and quality ability."

"In the early days, many cross-border e-commerce businesses were individual behaviors, but now the level of refined management and large-scale operation is getting higher and higher. Of course, opportunities always come to those who are prepared, and there are plenty of dividends in our time. For example, if you buy a product directly from a supplier and buy your own fabric to make a product, there may be a 30% profit margin difference. You can take advantage of this and the bonus will still be yours." Yao Zufu, CEO of Qingdao Huajin Aigo E-commerce Co., LTD., recalls that.