reply The branding of independent cross-border e-commerce stations

"The direct-to-consumer marketing model (DTC) continues to provide the value of the brand to target consumers. Since the independent station brand appeared in 2005, then a group of overseas entrepreneurs appeared. According to the pain points of overseas consumers at that time, they extended some of their own DTC brands in view of the market gap. "With the emergence of a large number of DTC brands, the gradual filling of consumer demand in the market, and the whole DTC model and growth is understood by overseas consumers, the rational growth stage has been gradually approaching by 2019." Sponsor in hangzhou cross-border electricity heald pilot "cross-border electricity new growth will enjoy private" independent stand, cross-border electricity independent station operators zhi-hao Chen analysis says, "we can have a look at the DTC on behalf of overseas brands, such as Warby Parker started his own DTC's official website, sell the products directly to consumers, the wholesaler and distributor of price difference among benefits to consumers. Another example is Everlane, which is a classic piece of clothing, with little SKUs and transparent prices, showing the price of all its products, and then introducing its concept to the consumer."Chen Zhihao said frankly that when most merchants do overseas cross-border e-commerce business, they mainly think about whether they want to be a platform to sell goods through e-Bay and other platforms. The profit margin is the price of goods minus the customer acquisition cost, which is the potential profit margin of the platform. "A lot of people later turned to do independent stations, do station groups, do explosives station. The traffic is attracted to the station through explosive, and the unit price of customers is increased through marketing activities in the station. The profit of the independent station of the whole station group or the independent station of explosive station is the unit price of customers minus the cost of customers. But for DTC brand station, the profit space is to attract consumers to independent stations, continue to operate on consumers, and then continue to provide value throughout the life cycle, the profit space is the life cycle value minus the initial customer acquisition cost. Chen zhihao said.In order to help transform independent merchants to build brand, Chen Zhihao will be divided into three steps: the first step to establish a unified brand image for customers; The second step is to take the demand scene as the brand contact point to reach the consumer group; The third step is to reduce the difficulty of customers' purchasing decisions through in-station operation and overall in-station user experience and information disclosure.Chen Zhihao said for example, a brand of auto parts from Amazon to independent station, the first step is to do the overall comb. In the United States, DIY culture prevails and people like to operate by themselves, so they will find corresponding bloggers and some vertical evaluation websites to evaluate the products. The second is affiliate marketing, by publishing some product information and then corresponding to vertical forums and blog sites. The next step is to make it easier for consumers to make overall purchasing decisions when they enter a standalone site. Including the optimization of the user experience in the whole station according to the special category of auto parts, which enables users to quickly find what models they need to match in Chinese models and years, so as to quickly find the desired products. The platform will also display more real user comments, prove product quality through a third party, promote consumers to place orders, and provide some guaranteed after-sales services and logistics delivery services to reduce the difficulty of consumers' decision-making.For merchants with strong supply chain, Chen zhihao introduced that there will be several aspects of the foundation, including low quality and low price, attract users through low price, and retain users through high-quality products, constantly build their own product reputation, improve users' trust in the product and brand; Second, it has a strong supply chain, which can guarantee stable supply, new frequency and after-sales service. Moreover, these products should be just needed products and have a clear consumption scenario through which consumers can be directly contacted. Moreover, customers need to invest in brands and independent stations for a long time, because independent stations have a longer brand building cycle.