The future is here, just unevenly distributed. The famous quote from science fiction writer William Gibson describes the future of cross-border trade very closely. As the world's largest online community and the world's leading marketing agency, Facebook has years of experience in helping brands cross-border trade. Recently, Facebook and Boston Consulting Group launched in-depth research and cooperation to analyze and decode the development trend of cross-border trade and the main factors that promote cross-border trade in the context of globalization. The growth and capture of overseas dividends provide strategic guidance, and point the way for Chinese sea-going companies to go abroad in the future, and bring opportunities.
Technology opens a new world of cross-border trade, and companies of all sizes can go global
From the past to the present, human beings have never stopped the pace of exploration. We are in an era of rapid iteration of technology and information. The rapid development of science and technology has opened up a new world for cross-border trade. The blowout growth of the digital economy has brought new opportunities for cross-border trade. Although there are still some unstable factors such as the rise of economic nationalism, all indicators of cross-border trade show huge upside potential. According to relevant experts' estimates, the total digital trade in 2019 will reach a considerable scale of 800 billion and 1.5 trillion.
Globally, new business ecosystems that rely on digital technology are fundamentally redefining the meaning of globalization. Digital technology has greatly reduced the marginal cost of opening up foreign markets. This means that no matter what stage the enterprise is in, whether it is a large enterprise or a small brand, it can fully exert its strength and become a multinational enterprise in an unprecedented and undifferentiated competitive environment.
The digital trend is breaking the concept of geographic boundaries, and the starting point for future development is customers, not markets
In a world of instant messaging, global e-commerce trading platforms, and connected social media, the digital trend has permeated all aspects of cross-border trade. The development of digitalization allows the marketing platform to help enterprises use in-depth data analysis to reach customers around the world. At the same time, the cross-border movement of capital, people, goods and information has become easier. The physical boundary based on geographical location has almost completely disappeared, but ideological and cultural boundaries still exist. In today's digital trend, it is more important for companies to understand who their customers are than where they are.
In the digital context, what is driving the growth of cross-border trade? And what is changing the relationship between enterprises and cross-border customers? Facebook pointed out that only by understanding the core of these cross-border trade and formulating the necessary operations based on it In order to make full use of the huge business opportunities nurtured by the global market in the digital era, companies can make use of the model transformation plan.
The vigorous development of the Internet and the popularization and innovation of digital platforms have greatly promoted the growth of cross-border trade
I. Online consumers in emerging markets become a new blue ocean for cross-border trade. <br /> The flourishing development of the Internet has created a more fair global information structure. Consumers' information is becoming more and more informed, and it has spawned new opportunities to explore the surrounding world. Method, and the acceleration of urbanization is also affecting the change of this evolutionary pattern. In the context of information exchange, large-scale connected communities with common tastes and interests are emerging. They gather on global social platforms such as Facebook and Instagram to communicate and share. This provides enterprises with a business opportunity that can simultaneously serve multiple Markets. Using these global social platforms to extensively collect information that consumers share online and determine which communities to serve, it is especially important for Chinese offshore companies.
In addition, the Internet is rapidly gaining popularity in emerging markets. From now to 2020, there will be about 900 million new Internet users in emerging markets, while the growth in developed countries is only 80 million. In the future, more than 90% of new Internet users will come from emerging markets. By 2020, the total amount of e-commerce retail in emerging markets is expected to reach about $ 1.7 trillion, accounting for 20% of the total retail industry, and it will become a new blue ocean for cross-border trade by Chinese enterprises.
Second, the popularity and innovation of digital platforms can help companies find the right person faster. <br /> Digital platforms bring together people with similar interests and needs from around the world, and allow people to be closely connected anytime, anywhere. Businesses can find and interact with people based on their interests and preferences, no matter where they are.
In recent years, digital platforms have spread rapidly around the world and innovation has been achieved through expansion of product lines and technology upgrades. Take Facebook as an example. Its platform provides customers with services covering social life, shopping, entertainment, travel, etc. that can cover all aspects of consumer life. Based on cloud computing technology, it can not only analyze consumer insight data, provide users with customized services, but also Can find the best time to provide services to help companies quickly find the right people. At the same time, Facebook has developed advanced tools to enhance the consumer experience and help companies increase online sales. The full-screen portrait format, such as Instagram Snapshot, provides users with an immersive and natural shopping experience in the process of app exploration and purchase.
The popularity and innovation of these digital platforms provides enterprises with an unprecedented opportunity to discover, understand and serve customers from all over the world.
3. Consumers ’open mindset of cross-border shopping makes the potential customer base of enterprises more and more global. <br /> With the birth of digital technology, consumers are finding, exploring, comparing and purchasing goods and services more and more simplified.
Consumers' cross-border shopping mentality is also becoming more open. Whether it is based on price or quality reasons, or the shortcomings of a shortage of local related products, there is no doubt that consumers' desire for cross-border shopping is increasing. According to Facebook's observations of cross-border shoppers on its platform and related survey results, more than one-third of cross-border shoppers make monthly or more frequent shopping transactions, which has increased the potential customer base of enterprises. Globalization further proves that finding customers is much more important than finding geographic markets.
In addition, the continuous innovation and promotion of the construction of trade infrastructure and the support of national governments for cross-border trade of local enterprises have also played a strong role in boosting the growth of cross-border trade.
Seize the opportunity, connect with global customers, and seize huge business opportunities
Although the advent of digitalization, consumers will make multiple comparisons when making purchasing decisions and place higher demands on brands and products. But at the same time, it has also accelerated the development of cross-border e-commerce, making it easier for companies to understand customers around the world. More and more data points to the fact that entering the international market is now easier than ever. Enterprises should seize the opportunity and make comprehensive use of multiple digital tools and platforms to create a more connected and complementary experience for cross-border customers.
Helping companies connect to the world has always been Facebook's mission. The latest digital analysis tools, advertising insights, and one-stop marketing solutions combined with consulting services can provide Chinese enterprises with comprehensive support for cross-border trade. 2.7 billion global users and continuously improving digital application technology. Through meticulous cloud computing analysis, Facebook connects global users with businesses with unprecedented accuracy, which can help companies better understand consumer spending preferences and habits. The application of advanced technology can personalize the pages of users according to their consumption habits before searching, helping companies to target users more accurately and increase the online purchase rate. In the consumer journey including purchase, customers can discover products in any of Facebook's applications and connect with businesses through its information tools to create a seamless shopping experience for users from exploration to purchase. Similarly, companies can use the Facebook platform to collect and understand the vast amount of information shared by consumers, providing a rich reference for building more targeted digital marketing strategies.
In the future, in the process of developing cross-border trade, Chinese enterprises should find suitable partners to better serve cross-border customers based on the "people-oriented" principle, and not only provide customers with attentive services before and during purchases. Similarly, we cannot ignore user interaction after the purchase is completed, complete the sustainable development transaction cycle from research, purchase, feedback, and reinvestment, and continuously strengthen our brand power and trust to achieve high-speed cross-border trade in the future without borders. increase.