With the increase of global uncertainties, the cross-border e-commerce industry, which has been closely linked with overseas in recent years, is facing unprecedented pressure, and transformation is imminent. More and more e-commerce operations from "volume price" to "brand building". The "White Paper on China Cross-border E-commerce Brand Marketing" (hereinafter referred to as the "White Paper") released by Daisu Cross-border recently shows that brand is the key to creating product differentiation and personalization, and it is also the key to reducing conversion costs, improving conversion rates, re-purchase rates, and profit margins. Data show that in developed countries, consumers are willing to pay a premium of 20% or more for brands.

        If you want to build brand competitiveness, you must first do a good job of research. The White Paper shows that in brand building, research is a necessary part of it. To conduct brand research, first of all, it is necessary to clarify the research objectives and what aspects of the brand information you want to obtain, such as brand awareness, reputation, market share, competitive product research, store research, etc. After the goal is determined, a feasible research program is designed around this direction. At the specific implementation level, data collection and analysis, questionnaires, interviews, field visits and other methods can be adopted. After sorting out the obtained data, the data are analyzed by means of comparison and calculation, and the investigation results are obtained. According to the results, the investigation objectives are reached and the investigation report is formed.

        Secondly, according to the research report, build the brand memory point. According to the White Paper, the brand name is the first memory point that reaches consumers, and it is also an important factor for consumers to identify products. The brand name should not only meet the product positioning, but also reflect the connotation of the enterprise, and sometimes meet the requirements of The Times, meet the audience aesthetic and preferences, and is the comprehensive embodiment of all information. At the same time, businesses should also comply with local laws and regulations when determining the brand name. At the same time, telling the brand story is also an important part. Both luxury brands and emerging brands should convey brand positioning and image through good stories, so that consumers can understand the brand and create associations and communication. A good brand story should attach importance to emotional value, generate memory points or dissemination points, and impress consumers.

        Finally, build brand value and make the product generate a premium. "White Paper" shows that consumers will have attributes, quality, grade, culture and other kinds of cognition of the brand, if this kind of value is built well, the brand can get better market effect and loyal fan customers.

        "White Paper" to Li Ning brand for example, Li Ning brand logo, slogan and concept according to the market situation to make necessary adjustments, and finally determine the target population and brand positioning. For example, in the advertising words, Li Ning has gone through the "hope of the new generation of China", "leave the wonderful to yourself", "I sport I exist", "the beauty of sports is shared by the world", "excellent, from the essence", and finally transitioned to the current "anything is possible". Chinese products can go to sea in accordance with this branding idea and take a premium route to face a more stringent international competitive environment. (Article source: China Trade News)