4lqedz 发表于 2024-9-3 20:22:14

《中国跨境电商品牌营销白皮书》诠释：品牌出海已成趋势，卖家怎么样解局

<img src="https://mmbiz.qpic.cn/mmbiz_gif/ByuUuSG2L62o6zEg7Q1Zfc4j4DgCCdfzvSk5ehbLxwepjUE2AZXMwmUqxyfXnEmJFxiaKq6SfSTrqyJyoibYiaQ9Q/640?wx_fmt=gif&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">可操作的品牌打造攻略</span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></strong></span></p><span style="color: black;">疫情、局部冲突、通胀，随着<span style="color: black;">全世界</span>不确定<span style="color: black;">原因</span>的<span style="color: black;">增多</span>， 2020 年至 2023 年<span style="color: black;">时期</span>，与海外联系更为紧密的跨境电商界<span style="color: black;">亦</span>面临着前所未有的巨大压力。</span><span style="color: black;"><span style="color: black;">面对众多<span style="color: black;">困难</span>，<span style="color: black;">亦</span>催生了跨境出海方式加速步入下一个<span style="color: black;">周期</span>，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">由“卷价格”</span><span style="color: black;">走向“打造品牌”</span></strong></span><span style="color: black;">。在现今局势之下，变与不变<span style="color: black;">再也不</span>是<span style="color: black;">选取</span>题，跨境电商行业转型迫在眉睫，品牌出海<span style="color: black;">已经是</span>必由之路，品牌力将<span style="color: black;">作为</span>卖家破局的核心竞争力之一。</span></span><span style="color: black;">为此，大数跨境特对“跨境品牌出海营销”展开多维市场调查、分析，从是什么、<span style="color: black;">为何</span>、怎么办及经典案例维度出发，为品牌出海<span style="color: black;">供给</span>可借鉴的实战经验。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ByuUuSG2L639NplPbazN8VyaEE6d2EbbV7ArKGnMTpw6SLKyicwFxCjXEpbNouPQ6jrFwBROJs9wqcteapAxwTg/640?wx_fmt=png&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">品牌是能够为<span style="color: black;">持有</span>者带来溢价、产生增值的一种无形资产，<span style="color: black;">亦</span>能够反映一部分消费者对其<span style="color: black;">制品</span>或服务的认可。</span><span style="color: black;">我国品牌出海<span style="color: black;">亦</span>正在焕发新生机，摆脱低价标签，在<span style="color: black;">全世界</span>多个行业维度打造出中国印记。<span style="color: black;">同期</span>，各类一揽子帮扶<span style="color: black;">办法</span>，<span style="color: black;">亦</span>为品牌出海<span style="color: black;">供给</span>了助力。</span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ByuUuSG2L639NplPbazN8VyaEE6d2Ebbib6ZRkRxAMP0wKm2YT6ATSdzU277KdibAGwvnvpAgEtuCq0oSrLw6ITQ/640?wx_fmt=png&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;"><span style="color: black;">在行业内达成共识的是，品牌是打造<span style="color: black;">制品</span>差异化、个性化的关键一步。想要降低转化成本，<span style="color: black;">加强</span>转化率、复购率、利润率，品牌<span style="color: black;">亦</span>是关键一步。</span><span style="color: black;">有数据<span style="color: black;">表示</span>，在发达国家，消费者愿意为品牌支付的溢价<span style="color: black;">达到</span>20%<span style="color: black;">乃至</span><span style="color: black;">更加多</span>。</span></span><span style="color: black;">在以Temu为<span style="color: black;">表率</span>的超级低价平台出海之后，“薄利多销”的路线所剩空间无几。中国<span style="color: black;">制品</span>出海亟需“品牌化”，走高溢价路线，以面对更为严苛的国际竞争环境。</span><span style="color: black;">然而，现今品牌出海的难点不仅在于跨文化接受度的问题，还在于所需付出的营销<span style="color: black;">花费</span>在<span style="color: black;">持续</span><span style="color: black;">提升</span>，成本加剧。</span><span style="color: black;"><span style="color: black;">Insider的一项<span style="color: black;">科研</span><span style="color: black;">显示</span>，</span><span style="color: black;">Meta<span style="color: black;">宣传</span>的每千次展示<span style="color: black;">花费</span>（CPM）同比增长61%，谷歌的每千次展示<span style="color: black;">花费</span>同比增长75%。</span></span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ByuUuSG2L639NplPbazN8VyaEE6d2EbbEVc6icUnNF3mPksAAKa13HA77YhlWRmD0Ou96FbfI4mNPZMSVCJicGew/640?wx_fmt=png&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;"><span style="color: black;">《白皮书》中，<span style="color: black;">亦</span><span style="color: black;">仔细</span>阐述了确定品牌所需的多元维度，以及<span style="color: black;">怎样</span>创造独特的品牌记忆和价值。<span style="color: black;">同期</span>，对当前主流的视频、图像和搜索引擎营销策略进行了深入分析，<span style="color: black;">仔细</span>解释</span><span style="color: black;"><span style="color: black;">怎样</span>从0到1搭建起品牌</span><span style="color: black;">。</span></span><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/ByuUuSG2L639NplPbazN8VyaEE6d2Ebb5WRXoVZu5dMWS5RVnpsySFKvLEs7q4Jhs3fNw6uNxJdZJNVhRhll7A/640?wx_fmt=png&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span><span style="color: black;">例如，在进行网红营销前，需要先<span style="color: black;">认识</span>主营地区的网红<span style="color: black;">状况</span>，再准备<span style="color: black;">方法</span>。</span><span style="color: black;"><span style="color: black;">按照</span>调查<span style="color: black;">发掘</span>，日韩的网红营销业态发达，但网红资源被资本垄断，品牌缺少议价权。<span style="color: black;"><strong style="color: blue;">北美网红博主较多，经济发达，KOL营销发展程度高，网红价格高，但收益<span style="color: black;">报答</span>高。</strong></span>欧洲本土网红资源少，网红价格高，粉丝群体大<span style="color: black;">大都是</span>本国受众。热门新兴市场东南亚，网红价格地区差异<span style="color: black;">很强</span>，新加坡、马来西亚、菲律宾网红价格较高，其他地区价格较低，社媒平台和网红营销发展<span style="color: black;">快速</span>。</span><img src="https://mmbiz.qpic.cn/mmbiz_png/ByuUuSG2L639NplPbazN8VyaEE6d2Ebb6GvfUGriabgRvR1qmFCpkESXia0VOQ5uy3dRl2MUIvPmJia02mj101ibfQ/640?wx_fmt=png&amp;from=appmsg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">本报告还以知名品牌卖家在工厂、独立站、电商平台等<span style="color: black;">区别</span>赛道上的实践为例，深入探讨了它们在海外市场<span style="color: black;">创立</span>品牌的经验，为其他卖家<span style="color: black;">供给</span>了宝贵的实战<span style="color: black;">指点</span>。</span><img src="https://mmbiz.qpic.cn/mmbiz_jpg/ByuUuSG2L639NplPbazN8VyaEE6d2EbbZKy4SFKMjfgyGFwpjiafI0D0qkUeGSHwVafFUQYrOGpS1RPJQeqIQlA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">区别</span>品牌有<span style="color: black;">区别</span>侧重平台与营销打法，过往品牌的经验分析<span style="color: black;">亦</span>给<span style="color: black;">区别</span>品类卖家<span style="color: black;">供给</span><span style="color: black;">有些</span>可复制的<span style="color: black;">意见</span>。</span><span style="color: black;">品牌的搭建、传播，注定是一个<span style="color: black;">长时间</span>耕耘的过程，需要企业在品牌定位、<span style="color: black;">制品</span>供应链、营销及服务商<span style="color: black;">连续</span>发力，<span style="color: black;">精细</span>把握住时代的脉搏，乘上市场机遇的春风。</span><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">“让<span style="color: black;">全世界</span>消费者爱上中国品牌”</span></strong></span><span style="color: black;">的美好愿景，值得<span style="color: black;">咱们</span><span style="color: black;">每一个</span>跨境人为之<span style="color: black;">奋斗</span>。</span></span><span style="color: black;">报告原文请关注<strong style="color: blue;">【大数跨境】</strong>公众号，回复<strong style="color: blue;">《中国跨境电商品营销白皮书》</strong>免费自助下载领取。</span><span style="color: black;"><span style="color: black;">微X</span>改版啦，</span><span style="color: black;">再不星标<span style="color: black;">咱们</span>，你就看不到<span style="color: black;">咱们</span>了……</span><span style="color: black;">星标<span style="color: black;">咱们</span>，出海不迷路</span>
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