Localization operation is the only way for DTC brand to go out to sea.

"The brand going out to sea is not only about taking products across the ocean, not only considering basic supply chain and logistics issues, but more importantly, carrying and transmitting high premium brand value and culture through products." He Jicai, marketing director of domestic beauty brand ZEESEA, said. Up to now, Guo Chao Meizi brand has gone through three stages: commodity going to sea, cross-border agency and cross-border agency. DTC brand direct sales: 1.0 stage: commodity export. The essence of this stage is still commodity export, not brand going out to sea; 2.0 stage: cross-border agency. Many traditional brand enterprises hand over their products to foreign agents or foreign enterprises for comprehensive sales after production. At present, the separation of brand companies from sales leads to the lack of control, pricing power and discourse power of brands in overseas channels; 3.0 stage: DTC(Directtocustomer) brand direct sales. To become a brand, we need to know not only the overseas market and culture, but also the needs of consumers, strategic layout and brand marketing, including the understanding of design creativity. These processes are a very complicated integration. Brand going out to sea needs localization. What is localization? Simply put, localization includes planning a brand's content, services and products to adapt to the local market, realize the growth of product sales and deepen brand awareness. It not only needs simple language translation and currency conversion, but also needs to integrate the original content, enhance the purposeful customer experience and realize more pure user scenarios. In addition, localization also requires brands to adapt to different media, operating interfaces, measurement units and currencies, understand local business culture, better integrate products into the local market, and release brand power. POP MART is particularly important for DTC brands, and has the following advantages: 1. Explore customer feelings: Localization can help brands overcome cultural barriers and better contact with customers. A good localization strategy can gain a large audience and promote brand growth. 2. Gain a competitive advantage: brands that do not provide localized experience lack a global competitive advantage. The study found that 40% people will not buy goods from websites in other languages. 3. Achieve refined marketing: It is not easy to expand brands in competitors' fields in other places. Through localization, product content can be established to cater to a specific audience. 4. Improve the customer experience: When customers' needs are met, they are more likely to buy your products. By improving the user experience, customer stickiness can be enhanced. The importance of localization is self-evident, but when choosing localization strategy, we should pay special attention to the premise of the product itself. The product is 1 and the marketing is 0. The premise of localization is that the brand itself can produce products that meet the market and meet the needs of users. The product is 1 and the marketing is 0. On the internet, all the intermediate links have been cut off. Only when the product screams enough can you amplify the power 10 times, 100 times. If the product doesn't scream enough, it's hard to sustain it by marketing alone. As Duan Yongping, a business tycoon, said, "The only way to make a lasting enterprise lasting without relying on marketing is to keep having good products." Brand ark found that among overseas brands, there are three typical "product strength" representatives; 1. Pursuing technology, the "ultimate product" represented by Tuoniu. Outer.realme20 19 pursues technology as a "new recruit"-however, its answer is bright enough: in the first year at sea, brand sales exceeded 500 million, in 2020, sales exceeded 2 billion, and 20021soared all the way, with an increase of over 100% in the first half of the year, close to 2020. At that time, Shan Kuan, head of overseas technology sales, said: "The quality of products. In terms of design and technology, it can be guaranteed to be the top spot in the industry. This is the core reason for our success in going to sea. " Pursuing technology is an innovative technology enterprise with geek gene. As of February, 2022, there were 2 patent applications131piece, including 722 invention patent applications, 34 PCT applications1piece and 6 authorized patents1piece. For brands in digital and other fields, product strength is the core competitiveness. 2. Know that beautiful women walk the catwalk. "Differentiated goods" represented by purple; The beauty market has an advantage-brands can be subdivided infinitely, and there is no uniqueness between brands. Floriculture knowledge promotes "perfect girl's heart" China is integrated into "Oriental Aesthetics" and co-branded with major brands to enrich the brand connotation. Although they are all based on beauty, these brands have successfully captured the hearts of a group of consumers through differentiated positioning with a sense of design and recognizable appearance. Just like Yang Zifeng, the founder of Huazhi, once shared an analysis of Japanese consumers-"Japanese consumers like differentiated products. Sometimes even if consumers don't know what the brand is, they will like and buy because of product differentiation. " Domestic beauty brands know. 3. "Emotional goods" represented by the tide playing track; At the end of May, a "Koda Duck" toy from KFC was released. Kota Duck Music Box dominates the Internet by relying on the movements of ghosts and animals, magical music and interesting re-creation by netizens. This may also remind the interaction between major brands and users. Voice IP has its own spread to users' image. The report "Analysis of Market Insight of China Collection Toys Industry in 200212008" shows that toy collectors pay more attention to fashion products and "nostalgic consumption" products, and the premium comes from the sense of design and interactivity. In other words, yes, DIY. The second creation or arrangement of toys is more likely to be favored by players, and customers are also willing to interact deeply with the collected toys. Product is the core competitiveness of a brand, which can be gradually deepened and improved from the technical level, diversified level and emotional level. As Wu Zhuohui, general manager of Anke Innovation E-commerce Service Department, said, "If you want to make a global layout, sell your products better and make your brand better, in fact, the core is to pay attention to your own product improvement." The three suggestions for localization have been solved, so how to do localization well? Brand Ark analyzes a number of brands with outstanding performance in going to sea, and summarizes three suggestions, hoping to inspire you: 1, carefully choose the first stop in going to sea, and do a good job in preliminary research; As the first stop at sea, its importance is self-evident. For example, the realme mobile phone, which sold more than 654.38 billion yuan worldwide in three years, was not sold in China, but went directly to India. Why India? In the process of investigating the market, realme found that there are large-scale "young people" in India. With the deepening of the investigation, the realme team found: "Young people have high requirements for the performance of mobile phones when playing games. They also like to pursue beauty, such as the design and appearance of mobile phones. If we can provide this cross-level performance and fashion design for young consumers and impress customers with products, the probability of success is particularly high. " In addition, while providing products, realme has also given the brand concept of "Dare to Leap Forward"-young people clearly put forward that "it is not necessary to change their destiny according to seniority, but young people should dare to leap forward, dare to strive for progress", which is especially suitable for young people's attitude towards the world. The data shows that realme's global customers are mainly 18-25 years old, among which post-90 s users account for 46%, which is such a "youth benchmark" among all mobile phone brands. Studying the market is for better localization. Localization is also to make your product grow a soul-it is not just a commodity, it can become a value, a companion, or even a voice and a belief. 2. Sincerely respect the market and users; Localization should not be superficial, but should go deep into its market and users and bow its head. Therefore, one of the keys to localization is to respect differences from the heart. Take the beauty brand ZEESEA as an example. When they went out to sea in Japan, they found that Japan, unlike many countries, still retained a certain proportion of offline consumption habits. In other words, in addition to online promotion, they have to cooperate with offline channels and gradually enter grocery stores, group stores, pharmacies and other channels. According to relevant data analysis, the number of online users shopping for the first time in Japan is basically the same as that of offline users. When re-purchasing, the second/third/fourth/purchasing users mostly come from the Internet, which shows that when users establish trust in offline stores, they will re-purchase through online channels. Therefore, ZEESEA quickly laid out and became the first domestic makeup brand to enter Ito Matsumoto. "When we entered Japanese social media for online promotion, Ito Matsumoto noticed us. Then they took the initiative to find us to cooperate. It only took us a month to establish a long-term cooperative relationship, which is the fastest in non-Japanese brand cooperation. " He Jicai, director of beauty marketing, said. When encountering different cognition, don't "educate users" or preach to users, but choose "integrate users". For example, products are very easy to be closely combined with traditional products, with the theory of "acupuncture sound" and modern Chinese medicine theory and modern brand. In the process of localization, it is found that, unlike in China, overseas groups know little about massage knowledge and methods, and users want to clearly inform the product functions in a direct and direct way. Therefore, with the help of scene presentation, we can easily decide to explain the usage of the product in more detail and in depth. This method is immediate. "The greatest value of the brand is to let consumers establish a quick way of thinking and reduce the resistance of consumers when making shopping decisions." Guo Di, director of overseas marketing, said so. 3. According to the time, the communication mode that users like; All localization should focus on your products, ideas and users. One of the essence of localization is to tell the story of products with each other's cultural habits. For example, to be an outdoor brand home Outer in the United States, offline experience is a very expensive link. However, Outer does not have expensive rent or occupy a lot of land to build a very inefficient family exhibition hall. Instead, it uses American neighborhood culture to launch the "NeighborhoodShowroom Neighbor Experimenter" project, which is more suitable for foreign markets. Consumers who join the neighbor experiencer program will get a discount of 10%. After successful purchase, consumers can turn the yard into a "showroom"-in this way, consumers who buy foreign goods can become brand promoters independently. When potential consumers want to try it, foreign products can find out whether there is an "exhibition hall" around them through positioning, and then apply for an experience. Overseas customers love socializing, and the neighbor experiencer program perfectly fits this point and has achieved great success in the brand marketing process. It is reported that Outer has exceeded 1000Showroom. The marketing strategy tailored to the time not only makes the marketing strategy and Outer perfectly solve the offline experience problem of home brands, but also promotes the communication between customers and makes friends with like-minded neighbors. Along the way, Chinese enterprises have experienced the arduous and tortuous exploration from "O technology-own technology-own brand-brand-brand DTC". In the future, under the increasingly fierce competition in China, more and more brands will choose to go to sea. However, the process of localization is never once and for all. No matter which industry, only by continuous innovation and self-iteration can we achieve longer-term development. Small B customer is one of the hot keywords in the cross-border circle in recent years. So what is a small B customer? Small B customers can be simply understood as small retailers and small wholesalers. In fact, global super sellers such as Tesco and Saiwei are also developing small B customers. Small B mode has high profit, no account period and few requirements. However, the biggest problem in developing small B customers is where to find small B customers? Where to develop foreign small B customers? Login to the cross-border B2B e-commerce platform (focusing on beauty and fashion categories) ShopVidi not only has cross-border e-commerce business capabilities, but also has strong overseas offline channel coverage capabilities. A large number of small B customers deposited on ShopVidi, a domestic cross-border export small B2B e-commerce platform, are scarce high-quality resources under the current industry structure. Cooperation mode WeChat: linze88752060 Bruce, self-media blogger: Cross-border factory Houlang Gang (whole network IP)