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跨境電商怎麼做?經營模式、常用平台、行銷策略規劃方法一次學!

跨境電商是什麼?跨境電商平台有哪些?本文將帶你認識跨境電商經營模式、規劃跨境電商的4個步驟,並比較8個跨境電商平台,最後再分享跨境電商物流要注意的3大要點,讓你輕鬆經營跨境電商,擴大海外市場!

Table of contents:
1. What is cross-border e-commerce? Understand the cross-border e-commerce business model!
2. Before preparing to operate a cross-border e-commerce, is it enough to understand which cross-border e-commerce platforms are available?
(1) Why do you want to be a cross-border e-commerce company? Sorting out the current situation of cross-border e-commerce in Taiwan
(2) What are the cross-border e-commerce platforms? In fact, the development of its own brand is the best way to survive!
(3) Facing the de-platformization of cross-border e-commerce, these three points are the key to determining brand competitiveness!
3. What should cross-border e-commerce do? What are the difficulties in running a cross-border e-commerce?
(1) 4 steps of cross-border e-commerce planning! Let you easily step into overseas markets!
(2) Is cross-border gold flow troublesome? 4 Major problems if you don't pay attention to them, the gain will not be worth the loss!
(3) What should cross-border e-commerce logistics pay attention to? Be careful that these 3 points may affect brand management!
4. Cross-border e-commerce case sharing: Katris-American startup cat furniture brand
5. Looking for cross-border e-commerce to operate on behalf of you? Haptik tailors the U.S. cross-border strategy for you!

1. What is cross-border e-commerce? Understand the cross-border e-commerce business model!

In the past, if you wanted to buy things from abroad, you might have to go all the way to the site to purchase, or ask friends or purchasing agents from abroad to assist in the purchase. This process takes a lot of time and money, and it is not a cost-effective approach.

So a kind is called Cross Border E-Commerce Translated in Chinese asCross-border e-commerceThe business model has emerged as a result.

The full name of cross-border E-commerce is Cross Border E-Commerce (Cross Border E-Commerce), which is a trend that has emerged due to the rapid development of transportation technology and the Internet. In response to the rapid progress of e-commerce, the transaction boundaries between countries have gradually disappeared, and transaction entities in different countries have begun to be able to complete commodity display, negotiation and cash flow transactions through e-commerce platforms, and use the global logistics system to achieve commodity delivery.

In simple terms, global cross-border e-commerce refers to the international trade behavior that originally required physical transactions.Migrate to the networkThe trading mode on.

Especially with the raging epidemic in recent years, the cross-border e-commerce transaction model has been favored by many consumers and companies, and new trends have emerged. At present, the most important advantages of cross-border e-commerce are the following three:

  • No longer bound by time and space, global trade can be easily carried out
  • No need to rely on agents, you can avoid commission to increase profits
  • The development of online contact forms has effectively reduced communication costs and improved efficiency.

The Commercial Department of the Ministry of Economic Affairs of my country mentioned in the 2021 Cross-border e-commerce Trend Forum that global consumers are increasingly dependent on e-commerce and e-commerce consumption.

A report by Accenture pointed out that the growth rate of cross-border e-commerce exceeds that of traditional e-commerce twice, and it is estimated that it will still maintain a high growth rate of 27% in 2026, which is also derived fromHigh-value business opportunities of about five trillion U.S. dollars, Attracting many companies to want to divide up this flatbread.

⭐However, is it really as easy as you think to run a global cross-border e-commerce company? Are you ready for it?

2. Before preparing to operate a cross-border e-commerce, understandWhat are the cross-border e-commerce platforms?Is that enough?

If you want to start a businessCross-border e-commerce company, Where should I start? Many people think that as long as they find a suitable cross-border e-commerce platform, they can get the product on the shelves.

In fact, the structure and trend of cross-border e-commerce are very complicated! First of all, we should understand what are the advantages of cross-border e-commerce, and at presentTaiwanCross-border e-commerceWhat is the development situation?

(1) Why do you want to be a cross-border e-commerce company?Taiwan cross-border e-commerceSort out the current situation!

According to the "2021 Taiwan Cross-border E-commerce Focus Report", about 48.8% of export companies have a B2C e-commerce-based extension model, and the proportion of online transaction operation models has increased significantly.

However, the report also pointed out that the reasons why many Taiwanese companies are unable to further promote cross-border e-commerce can be divided into the following three points.:

  • Companies are not familiar with the e-commerce industry
  • Insufficient production capacity makes it difficult to invest in new businesses
  • Lack of e-commerce operation talents

For example, Taiwan is located on an important road in East Asia and has convenient transportation with many countries, so it has played an important role in global trade in the past. Therefore, many companies that are not familiar with e-commerce will intuitively develop due to their geographical location.East Asia, Northeast Asia and Southeast AsiaThe market.

However, if you are still confined to this traditional thinking when operating a cross-border e-commerce, you will miss a lot of business opportunities!

In fact, since the e-commerce and logistics industries in the Asian market have not yet matured, it takes a lot of effort to develop the market, and it is difficult to find collaborators. UsuallyMust do it yourself, It is likely that they encountered too many difficulties in preparing and were forced to give up.

Conversely, if you choose a mature cross-border e-commerce market, such asNorth American marketWait, as long as you can seize business opportunities, you canLooking for excellent partnersPlanning and layout, not only canReduce the cost of communication and development, It is also easier to make a profit.

Due to the lack of familiarity with the e-commerce industry, in terms of marketing practices, Taiwan's cross-border e-commerce brands currently attach more importance to publicity and marketing on specific platforms. However, this policy ignores the importance of brand management, resulting in limited overall revenue and publicity effect, which is also extremely unfavorable for future market development. Yes.One point that needs to be improved.

(Two)What are the cross-border e-commerce platforms?? In fact, the development of its own brand is the best way to survive!

Today's cross-border e-commerce industry relies more on specific platforms. However, in response to the usage habits of consumers in various markets and the localization policy of the platform, the more popular e-commerce platforms in major markets are not the same. The following lists the world's more well-known cross-border e-commerce platforms from major markets.:

European and American markets

  • Amazon Amazon: Amoazon has mature development in the European and American markets, complete warehousing and logistics systems, and has launched an exclusive cash flow system. It is the first choice for many people when thinking of cross-border e-commerce.
  • eBay: eBay is also a brand that has been established for a long time, but compared to Amazon, it is more inclined to a C2C business model.
  • Walmart: Walmart has gradually become the second largest e-commerce market in the United States in terms of cross-border e-commerce, and has recently become more committed to promoting exclusive fulfillment services.

Japanese market

  • Amazon Amazon:In addition to the European and American markets, Amazon also has a large number of supporters in the Japanese market.
  • Rakuten:Focusing on women's products, it is suitable for brands in related industries to enter.
  • Mercari:A cross-border brand that specializes in second-hand trading, but it is only well-known in Japan.

East and Southeast Asian markets

  • Lazada:A popular platform in Southeast Asia, with a total annual transaction volume of more than 21 billion U.S. dollars, but it is not popular in Taiwan.
  • Shopee shrimp skin:The Singapore brand is the largest e-commerce platform in Asia, with a transaction volume of US 556 billion in 2021. Both C2C and B2C transactions are very popular.
  • Pinkoi:The e-commerce platform with the theme of selling design has received investment from many well-known companies.

However, mastering these cross-border e-commerce platforms and only selling goods on them is not the best way to operate a cross-border e-commerce.

In the past, Taiwan's cross-border e-commerce companies spent a lot of effort on product marketing on these pre-existing multinational platforms. Although they can make profits in a short period of time, if the platform's business policies change, thenProfit margin may be compressed

In addition, the result of excessive dependence on existing cross-border e-commerce platforms will also lead to products that can only be sold in specific channels, due to the neglect of the promotion of its own brand.,Low customer adhesion, In the end it may only become purePrice war, will soon lose in the increasingly competitive cross-border e-commerce market.

⭐Therefore, cross-border e-commerce is gradually moving towardsDe-platformization, Is no longer limited to sales on a single platform, but starts across bordersRun your own brand, Such as using services such as Shopify and Shopline that can set up their own websites to build a brand, and pay attention to brand marketing and reputation, so that they can get long-term benefits.

(3) Facing the de-platformization of cross-border e-commerce, these three points are the key to determining brand competitiveness!

Now that the brand is already the future trend, it is necessary to understand how to build a good cross-border e-commerce brand. The following 3 points are your evaluation.Brand competitivenessThe key:

  1. Is the product selection appropriate?
  2. Is the logistics smooth?
  3. Is the gold flow connection perfect?

However, for novices who are just entering the field of cross-border e-commerce, it is not easy to evaluate these points. At this time, maybe you can consider looking forCross-border e-commerce marketing companyassistance.

⭐For example, Haptik can assist companies in advancing their services in the U.S. market, and will assist in the planning of fundraising platforms, marketing promotion, brand strategy consulting, and website design and construction, etc., to provide the most completeMarketing and design services, Both for emerging brands and traditional companies that want to transform are the most powerful helpers!

three、What to do with cross-border e-commerce? Want to runDifficulties in cross-border e-commerceWhat's the point?

After mastering the latest trends in cross-border e-commerce, you can start to build your own brand! Of course, it is not easy to become a famous cross-border e-commerce company overnight. Only by laying a good foundation can we gradually gain a foothold in the increasingly hot cross-border e-commerce battlefield!

(1) 4 steps of cross-border e-commerce planning! Let you easily step into overseas markets!

When building a cross-border e-commerce brand at the beginning, you may wish to follow the following 4 steps, Help your cross-border brand gradually thrive:

Step 1: Complete the market analysis and research, and decide to enter the market

When the brand is just starting out, if you immediately target the global market, it is a thankless choice. If you have to face the cultures and regulations of different regions at the same time, and control the global logistics operation, you will definitely be in a hurry. At a loss.

Therefore, the initial stage should beSelect specific regional marketsOnly by focusing on management and offense can we avoid the tragedy of losing one another and burning candles at both ends.

Before deciding to enter the market, you must first conduct sufficient research on the local markets.Analytical research, The recommendation can be aimed at the following 3 points:

  1. Matching the consumption habits of locals with the brand
  2. Local financial flow and logistics regulations, convenience and implementation aspects
  3. Operating costs and communication barriers

After comparing the advantages and disadvantages of the brand in various markets, you can start to formulate a suitable marketing strategy!

Step 2: Brand product strategy analysis, lock in sales channels

After selecting a good market, we should conduct strategic analysis of brand products to find good marketing methods and sales channels.

In addition to highlighting the advantages of the product itself, it is also necessary to analyze competing products to find outLess competitionAnd the sales channels that can highlight the advantages can make it out of the siege in the market!

Step 3: Plan the cross-border purchase experience and get the Jinliu logistics done

Financial flow and logistics can be said to be the most difficult thresholds for cross-border e-commerce to pass. When planning, it is important toEnsure the smooth flow of gold and logistics, In order to complete the consumer experience, it has a great impact on the long-term operation of the brand!

Step 4: Establish a complete marketing strategy and promote products locally

After understanding the market and commodity data, and also planning the logistics and cash flow, you can draw up a completeLocalized marketing strategy, It is best to combine online and offline publicity techniques, and to match the preferences of the local market, and strive to increase product exposure.

When the brand and commodity popularity start, it is the first step to stand firm in cross-border e-commerce, and you can start to plan the operation of the brand for a longer time!

Seeing this, can't you wait to build your own cross-border e-commerce brand? Wait, maybe you ignored something!

According to the "2020 Cross-Border Key Report of Taiwanese Companies 2.0" released by Google, 77% of companies preparing for cross-border e-commerce in Taiwan believe that logistics, cash flow and local regulations and policies are the biggest pain points.

If you can't master itFinancial flow, logistics and local regulations and policies, But there is a very high chance that the hard work invested will come to naught! Why on earth have these elements become the most difficult threshold for emerging cross-border e-commerce to overcome?

(2) Is cross-border gold flow troublesome? 4 Major problems if you don't pay attention to them, the gain will not be worth the loss!

The cash flow in cross-border e-commerce refers to how consumers pay for sellers to collect them. In general, there are the following issues to consider when choosing cross-border e-commerce cash flow.:

Shopping habits of locals

Different regions will havePayment methods with different habits, For example, some regions like to use cash, some regions like credit cards, etc. According to a report by Paypal, a well-known payment tool brand, there are about 77% of cross-border consumersWill tend to use the payment method you are familiar with for shopping.

Therefore, if an unsuitable local cash flow method is implemented, it may affect consumers' desire to buy and have a negative impact on brand management.

Gold circulation and safety

Can the selected cash flow method beFamiliar to most people, and canProtect consumer accounts and propertyIf it is not stolen, these will be related to the trust of consumers, so it must be carefully considered.

A 2017 study by American Express pointed out that about 40% of people will give up their original consumption ideas and actions because e-commerce platforms do not seem to be safe.

Jinliu!

Cross-border e-commerce may conduct transactions between multiple countries, so when choosing cash flow services, you must also pay attention to whether they can be provided.Multiple currenciesThe service, in addition to,Interface operationIt is best to make it easy for consumers to learn in order to expand the use of more audiences.

Cash flow handling fee

Some cross-border payment platforms may need to charge relatedHandling fee, If the fee for the selected form of cash flow is too high, it may reduce profits, or these costs must be passed on to consumers, which is not a good thing for the operation of the entire brand.

In addition, some countries will haveTaxThese fees must also be included in the calculation of the cash flow so as not to misjudge the cost.

⭐Since the flow of gold directly involves the collection of benefits, and there are many ways to choose from, it is important to do your homework in advance and choose the most suitable way of gold flow! If the gold flow problem has been solved, then it is time to pay attention to more complex logistics issues!

(Three)Cross-border e-commerce logisticsWhat should I pay attention to? Be careful that these 3 points may affect brand management!

In cross-border e-commerce, logistics refers to how to deliver goods from the seller to the consumer. Since logistics belongs to the category of physical transactions, it is more difficult to deal with relative cash flow.

According to TU Dresden's research, about 92% of the industry believes that handling logistics is the most difficult part of cross-border e-commerce operations. Among them,Familiar with local regulations and policiesMost difficult (64%),Contact local logisticsSecond (50%), and finally due to adaptation to local differences.Price issue(36%).

The following analyzes these 3 points. When operating a cross-border e-commerce, the most common logistics problems encountered are analyzed.:

Not familiar with local regulations and policies

When logistics enters and exits the borders of the country, it usually needs to go throughExport customs declaration, import customs clearance, warehousing and shipment from overseas warehousesand other procedures.

For these procedures, each country has different regulations, so ifNot familiar with local regulations, It may cause the goods to be blocked or even destroyed, and there will be a lot of goodwill and cost losses!

In addition, cross-border e-commerce taxation is also a part of the regulations that need to be paid more attention to when selling things abroad.

Product specifications and attributes need to adapt to local differences

Some commodities will have different usage specifications and attributes between countries. If the differences in these specifications are not considered when selling and transporting, it may lead toGoods go back and forth many timesorDelivery failed, Resulting in a significant increase in the cost of cross-border logistics processes, which cannot be ignored.

It is difficult to access and manage local logistics and warehousing

After the goods arrive in the country, they may still need to be carried outConsolidation and transferWait for the steps, so you usually wait locally for a while. During this period of time, if the product is not availableGood storage, It may be damaged or lost.

However, due to language, region, etc., local cross-border logistics companies have notNot easy to access or manage, If there is no good communication channel, the goods may not know their whereabouts after entering the country, or they may be damaged due to poor preservation and cannot reach consumers.

⭐Therefore, if it is an emerging cross-border e-commerce brand, you can consider matchmaking.One-stop cross-border e-commerce logistics model, Not only can it be accurateMaster the progress of logistics, Can also propose improvement plans for efficiency, significantly saving operating costs.

four、Cross-border e-commerce caseSharing: Katris-American startup cat Furniture Brand

Having said so much, you might as well take a look at the successful example of cross-border e-commerce brand: Katris.

Katris is a newly created cat furniture brand aimed at the U.S. market. In the modern era when pet breeding is popular, although related business opportunities continue to expand, it is hard to count the people who have fallen into it and returned.

However, through cooperation with Haptik, a cross-border e-commerce marketing company, Katris has successfully entered the highly competitive U.S. market. How did they do it?

1. Assist in market research

First of all, Haptik assisted in investigating the overall pet market in the United States and obtained information from cat owners.Age group, gender, economic abilityAnd other information, and also synchronize the competitive productsQuality, price, market positioningAnd a series of analyses were done. In addition, Haptik also introduced the mainstream pet platforms and channels in the United States in detail, and planned a suitable one for Katris.Logistics and warehousingform.

Through these methods, Katris has a detailed understanding of the contours of the U.S. pet market, so as to find his own unique positioning.

2. Establish a brand recognition system

It is not easy to establish brand awareness in different places, but it is a part of cross-border e-commerce that cannot be ignored. Therefore, Haptik has discussed with Katris since the beginning of the brand establishment.Brand naming and logo designAnd other identification systems to make subsequent brand exposure easier.

3. Fundraising and website marketing

Katris can make a bloody path in the U.S. market, and website marketing has contributed a lot.

Through the website's highly recognizable design style andDistinctive brand story, With a good user interface design, and withA high degree of combination of gold flow, Successfully created a good browsing and shopping experience, and in KickstarterIndiegogo On platforms such as , it has achieved a total of 160,000 US dollars and more than 3,000 supporters in fundraising.

4. Channel layout and physical store promotion

In addition to website marketing, Haptik also recommends that Katris effectively layout the entity first, so as not to fall into the dilemma of not finding a sales channel. So through the exposure of the fundraising platform, andCooperative promotion of offline KOLs and stores, Katris attracted a lot of traffic in the US market and successfully converted into sales.

In addition, it also simultaneously cooperated with existing e-commerce platforms Amazon, Shopify and other sales channels, and began to establish a layout for physical stores, preparing to further expand the brand's influence in the United States.

⭐Nowadays, Katris' stable growth in the U.S. market is due to a successful marketing strategy, which has allowed it to take the first step in the U.S. market and successfully implement localized operations.

Five, findCross-border e-commerce operation? Haptik tailors the U.S. cross-border strategy for you!

After reading the above introduction to cross-border e-commerce, I believe you also understand that cross-border e-commerce operators should look for it. Haptik La!

In the past, many Taiwanese companies only focused on Amazon generation operations, so it is difficult for single-platform operations to survive in future competition. What Haptik plans isEstablishment of cross-border brands, Through the following four service items, to help companies stand out from the international competition.

  • Complete data analysis of the U.S. market, taking into account both consumption and product aspects
  • Assist in the construction of a fundraising platform and open the door to the market
  • Brand strategy formulation and brand recognition design
  • Assist in website UI/UX and experience design

With the assistance of these services, brands no longer have to worry about how cross-border e-commerce companies should operate!

Have you decided how to operate a cross-border e-commerce brand? Whether you are full of ideas or clueless now, you can click on the link below to let the most professional cross-border e-commerce marketing company give you excellent advice to help you lay the first step in brand building!