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from the traditional "buy volume" model to a more refined marketing strategy,cross-border e-commercethe development of china cannot be separated from the support of new technologies and new business models. amazon’s international sites continue to grow, zheshang securities forecast shows china’s growth in 2024cross-border e-commercethe market size of independent websites will reach 3.4 trillion yuan, accounting for the entirecross-border e-commerce35% of the b2c market share. as market competition becomes increasingly fierce, brands must look for new possibilities, both in terms of channels and development strategies.
chinese brands incross-border e-commercethey play an important role in the market, but they are also working hard to explore new development models. the former "buy volume" model is no longer the only option, and emerging business models are gradually being adopted by more companies. feishu yitu is a subsidiary of feishu shennuo, a digital marketing service group.cross-border e-commercethe operational solution platform is the pioneer that has witnessed this change.
zhang yaxue, vice president of feishu shennuo and head of feishu yitu, told jiemian news that in the past, many overseas companies concentrated on clothing, beauty and 3c electronics, but in the past two years, the overseas categories have become more diverse, such as outdoor, energy storage and smart home, wearable devices. although these categories are small in scale, they have deep accumulation in vertical tracks. channels are also expanding along with categories. in addition to traditionalcross-border e-commerceand independent websites, many brands are now beginning to focus on tiktok shop. bytedance is increasing its investment in overseas business. today, tiktok has 1 billion global monthly active users, which makes tiktok shop a very attractive market.
take the lighting brand as an example. after entering amazon for many years, the company has gained new growth space on tiktok. the reason is that the company itself has strong product resources and is willing to try it in tiktok shop. feishu yitu has equipped it with a dedicated operation, talent and live broadcast-related team, and achieved significant growth within three months. so far, the sales volume has exceeded the brand's performance on amazon in an entire year. on the one hand, such results benefit from channel dividends, and on the other hand, they also depend on the company's own investment and the particularity of its products.
in recent years, many institutions have reached cooperation with tiktok, hoping to create excellent cases of overseas live broadcast to bring goods. cross-border e-commercethe market is developing rapidly, but it is also facing new challenges. how to balance market opportunities and challenges is a problem that all brands must face.
