In the cross-border e-commerce industry in 2022, there will be a sharp increase in uncertain factors, such as epidemics, platform policies, international politics, etc. "uncertainty" means increased risks, and every brand going overseas hopes to find "certainty". Elements, "certainty" means stable returns, continuous growth. So, how to find certainty from uncertainty?

At the Morketing Brand Globalization Summit 2022, the sixth brand globalization summit, Morketing founder and CEO Zeng Qiao, POVISON CEO Lin Yu, Huasi Fashion General Manager and LP Brand Manager Ruby, Thrasio China Marketing Director Yolaine Yu, Yang Yongbo, general manager of Wanqing Technology, an independent website seller, shared a discussion on "Cross-border E-commerce, How to Find Certainty from Uncertainty? " to discuss.
POVISON CEO Lin Yu observed two points. The first point is that the overall growth rate of cross-border e-commerce is slowing down. , the internal factors include the need for refined operations of the brand itself; the second point is that the 1.0 stage of cross-border e-commerce has ended, that is, the bonus period is over, and the next stage will enter the 2.0 stage.
Ruby, the owner of the LP brand, believes that for wedding dress brands, the psychological state of consumers around the world is changing. From the original half-year wait, the goods will be received in a month now. This is what we need to think about. In terms of returning to certainty, consumers always pay attention to good products, good services, and good brand power. This is what brands need to do.

Yolaine shared with you how Thrasio helps acquired brands find long-term strategies for their survival and development from the perspective of a brand aggregator. Among them, three key points are mentioned, which are the brand power, channel power and operation power that a seller needs to have.
Yang Yongbo, general manager of Wanqing Technology, an independent website seller, believes that during the epidemic, independent website sellers have indeed been hit hard, including advertising accounts and payment systems. To formalize, to solve and avoid these risks.

The following is the record of the roundtable session, edited and organized by Morketing Global:

01What are the "uncertainties" in cross-border e-commerce today?
Zeng Qiao, founder and CEO of Morketing: First of all, please introduce yourself and share your views on the current cross-border e-commerce environment. What are the uncertainties and confusions in front of you?
POVISON CEO Lin Yu: Good afternoon, everyone. My name is Lin Yu. POVISON is a home furnishing brand that goes overseas. I have two views on the cross-border e-commerce field to share with you.
The first point is that in the past year, the growth rate of cross-border e-commerce has slowed down, which is caused by external and internal factors. External factors include: repeated epidemics, the Russian-Ukrainian war, Sino-US relations, dollar inflation, etc., as well as some internal factors, including after the brand online SKU is saturated, cross-border e-commerce has developed internally to the stage of refinement and branding , This internal factor has brought Amazon’s store closures, social media account problems, etc.
The second point is that cross-border e-commerce is advancing from the 1.0 stage to the 2.0 stage. Everyone has experienced it in the 1.0 period. At that time, it was still in the traffic bonus period, and it was easier to make money. However, in the cross-border e-commerce 2.0 stage, the traffic dividend disappeared. After that, the competition is more about the brand's hard core strength.
POVISON CEO Lin Yu
Yolaine Yu, Marketing Director of Thrasio China: Hello everyone! I am Yolaine Yu, Marketing Director of Thrasio China. Thrasio is a US-owned unicorn company that will enter the Chinese market in 2021. We help Amazon grow from 1 to 10, and from 10 to 100 by acquiring high-quality brands on Amazon.
Thrasio operates more than 200 brands and more than 22,000 hot-selling categories. Last year, Thrasio became the top 5 sellers on Amazon in the world. Therefore, many media likened us to online Procter & Gamble and Unilever.
As we all know, the platform and traffic dividends of cross-border e-commerce are gradually disappearing. Next, cross-border e-commerce brands need to focus on these two points: first, branding, we need to study how to do our own brand well; second, supply The integration and optimization of supply chain and supply chain are more and more important in the current situation. If sellers can do these two points well, they may be able to increase their resistance to this wave of economic cycles.
Ruby, LP brand manager: Hello everyone, I'm Ruby from Huasi Fashion. Our categories are very low-frequency in consumption. Girls only wear wedding dresses once in their lives. They belong to a niche industry and are similar to most traditional Pearl River Delta enterprises, including OEM, OEM, wholesale, branding, etc. At the same time, we are also doing cross-border e-commerce business.
We only started cross-border business after the epidemic, and the time is very short. In this case, Chinese brands need to compete with brands in the US market, and will inevitably encounter many obstacles, especially when the habits of global consumers occur. When there is a great change, for example, when many girls choose a wedding dress, they can wait for half a year to customize it, but now many girls hope to receive a customized wedding dress within a month, which brings us a lot of branding. challenge.
The solution is to go back to the brand itself and the product itself, to think about how to build a brand based on its own advantages, and how to bring a girl the most beautiful wedding dress on her most important day through our products and services, so that she can enjoy the beautiful wedding dress. She can confidently and happily enter another stage of her life.
General Manager of Huasi Fashion, LP Brand Manager Ruby
Yang Yongbo, general manager of Wanqing Technology, an independent website seller: Hello everyone, I have been an independent website for 5 years, but I am just an investor, and I have invested in N teams and team leaders.
In August 2020, I came back from Los Angeles, just in time for the epidemic, and it was also a bonus period for cross-border e-commerce in the European and American markets. However, after the epidemic, especially this year, the impact is relatively large. Various problems have appeared in the station group model, advertising account, and payment system. This year, these problems have all flocked to independent stations.
I think Chinese sellers' gameplay needs to be more rationalized and compliant. When encountering these problems, Chinese sellers should not only think about evading or circumventing the problem, but solve the problem head-on, and further think about the precipitation of the brand.

02How to find "certainty" from "uncertainty"?
Zeng Qiao, founder and CEO of Morketing: Judging from the financial reports of e-commerce platforms such as Amazon, the European and American markets are experiencing the darkest moment. POVISON is a TOP player in the North American market. How did you do it? How do you view the current North American home furnishing market?
POVISON CEO Lin Yu: From the market side, in addition to being affected by various external economic environments, in the past one or two years, the needs of e-commerce have been over-satisfied. In this case, the consumer market side will be be affected to some extent.
On the merchant side, many merchants' forecasts for this year and next are too optimistic in the past, which will lead to considerable pressure on everyone in the future, which will lead to adjustments in goals, pace, and even business strategies.
In addition, cross-border e-commerce needs to return to the essence of value. Cross-border e-commerce is one of the forms of retail, and the essential value of users in retail is products. In the current environment, all merchants need to put their foothold back on the product.
In the long run, the North American market is still one of the largest e-commerce consumer markets in the world. At the same time, e-commerce will also show a continuous growth trend. This trend may not be completely consistent with the economic development trend, because in addition to the economic development trend In addition to the environment, the onlineization of offline retail is also a part of the incremental market for online e-commerce.
Zeng Qiao, founder and CEO of Morketing: What is the market share of POVISON in the North American online home furnishing market?
POVISON CEO Lin Yu: We are only a small part of the North American home furnishing market, and our positioning is relatively subdivided. We mainly focus on the mid-to-high-end large furniture market, mainly for people aged 25 to 45 in the US market, with an income of 60,000 to 150,000 US dollars. , and users who live in large houses are mainly.
Zeng Qiao, founder and CEO of Morketing: From your perspective, what did POVISON do right in the North American market?
POVISON CEO Lin Yu: We mainly got two things right, namely track selection and digital supply chain.
First, about the choice of the track, because many people think that it is strange for me to do this category, and I think it is difficult to make the furniture category, from the product to the performance of the contract is very difficult. At that time, when we chose this track, we originally wanted to do something valuable in the long run. We hoped to choose a track that would allow us to accumulate core competitiveness and ultimately establish barriers to competition, so we chose a challenging track. the track.
Second, regarding the investment in digital supply chain, digitalization will continuously improve the operational efficiency of enterprises, especially in the field of supply chain. Furniture has long-term industry pain points in the supply chain such as production and contract performance. We firmly believe that digitalization is the best solution for this industry.
Zeng Qiao, founder and CEO of Morketing: Advanced custom wedding dresses will be difficult to make, and there is no repurchase. Under such circumstances, how can Ruby expand its customers or develop its business scale?
LP brand manager Ruby: There are two main points, namely supply chain and social media.
First, based on the advantages of Chinese sellers and previous supply chain advantages, we have served users in the global market. In the process, we have accumulated a large number of customer portraits, and we can clearly understand the customer's situation from these data. real needs. For example, users in the United States have different people of different races and cultures, and we can gain insight into what styles of wedding dresses they like.
Second, social media has given us a lot of help. We can analyze the data behind it through social media to see some of the most trending trends. In addition, we have a localization team in North America, covering all aspects of sales and marketing, and they will also give some feedback in time, so that we can better adjust our designs, services, and products based on these feedbacks.
Zeng Qiao, founder and CEO of Morketing: It can be said that LP is breaking the circle through the brand itself and constantly expanding new customers?
Ruby, the owner of the LP brand: Because the category of our wedding dresses is too special, we now rely on offline distributors to build brands together with them and expand new customers. I hope we can strive to become what consumers can think of when they get married brand.
Zeng Qiao, founder and CEO of Morketing: Mr. Yang, at present, many independent websites have been hit hard. Apart from the pits you just shared, what other problems are independent websites facing?
Yang Yongbo, general manager of independent website seller Wanqing Technology: At present, the stability and compliance of advertising accounts and payment systems are more important. No matter which step is taken, Chinese sellers going overseas need to be compliant. There is a pit waiting for you.