Overseas consumers have different purchasing thinking compared with domestic consumers, which creates a market environment in which corporate brands are different from local promotion. The trend of brand personalized development has led to the fact that overseas head social platforms rarely build their own e-commerce, but choose to cooperate with independent station platforms.

As far as the overseas market is concerned, it is far easier for social platforms to do e-commerce shopping guides than it is in China, which is directly related to the consumption habits of overseas consumers.

According to the "Consumer Shopping Trust Survey on America's Top Social Platforms" released by Insider Intelligence in 2021, users' attitudes towards direct purchase of goods on Facebook can be said to be polarized: 45% of the interviewed users said they would buy goods directly on Facebook, 35% said they would not, and 20% of the interviewed users were neutral about Facebook's e-commerce 。

Coincidentally, the overseas marketing media Eventige said in its blog that 50% of the millennials would search for information about a product on the Internet and social media, and then purchase it in physical stores 。 In other words, quite a few overseas consumers still prefer to use social media as a grass planting channel rather than a shopping channel.

Challenges Faced by Chinese Brands Going to Sea

Zhang Kuo, president of Ali International Station, mentioned in an exclusive interview with Krypton 36 in March 2022 that the process of "brand going to sea" can be divided into three steps: "The first step is to make sure that the supply chain goes to sea first, and at least be able to produce products and transport them to the destination. The second step is to make trademarks go to sea. When overseas users use this product, they know that it is your product. The third step is to launch the brand. "

With the promotion of cross-border e-commerce boom in recent two years, many enterprises have realized the first two steps, but Brand goes to sea In this step, there is still huge room for development. In the Top 100 BrandZ Most Valuable Global Brands in 2021, only 18 brands from China will be on the list, while 56 from the United States.

When Chinese brands go to sea, in addition to elaborately designing a brand story that meets the appetite of overseas consumers, enterprises also need to overcome the barriers of consumers' "acclimatization" to brand recognition and acceptance.

Consumers have high expectations for personalized brand experience, promoting the rapid growth of independent station tools

Overseas consumers have different purchasing thinking compared with domestic consumers, which creates a market environment in which corporate brands are different from local promotion.

Overseas consumers attach most importance to the personalized experience provided by the brand 。 According to Stackla's 2021 survey results, 72% of consumers said that if a brand can continue to provide them with more personalized experiences, they are more likely to buy from the brand. In other words, users prefer to interact with distinctive brands with higher recognition.

In the Internet era, consumers spend most of their time online, and enterprises can tell a brand story online, but they also need to be able to express it logically and clearly online. So, the brand website building tool - independent station (such as: WordPress , Shopify, etc.). Its advantages of "decentralization", "building personalized brands", "DTC facing consumers directly", "settling traffic", etc. have always been the preferred brand building tool for local brands to go overseas.

This trend of personalized development of the brand has also led to Overseas head social platforms will not choose self built e-commerce, but cooperate with independent station platforms 。 In April 2022, Pinterest announced the establishment of a partnership with WooCommerce, the SaaS platform for building independent stations, to enable WooCommerce's 3.6 million small and medium-sized merchants to convert their product catalog into a purchasable Pin map on Pinterest. In June of the same year, Twitter, the social media platform, further announced its partnership with Shopify.

Evolution of technical standards: from HTML5 to applet technology

In the decade after the evolution from Web 1.0 to 2.0, mobile apps have become the main battleground for major software providers to compete for consumer fragmentation time. HTML5, a standardized and universal text-based content encoding format, has been widely used and has finally become one of the cornerstones of the Internet. In the evolution from Web 2.0 to 3.0, the expansion of software technology standards, the coding and content format of applet technology, based on HTML5, are lighter, more open and more vital.

From the perspective of standards, the current small program technology on the Internet has almost all borrowed from the specifications of WeChat, the pioneer in this field. It can be said that WeChat applet is the "fait accompli" standard in this field. Therefore, W3C, the creator of the Internet series global standards, is also developing international standards through its Mini Apps working group.

Technology is advancing, standards are advancing, and independent stations built on standards are also advancing.

FinClip+ Cool theme Applets, giving enterprises a new imagination

WordPress has been widely used by global enterprises to build independent stations due to its advantages of open source code, SEO friendliness to search engines, and massive free models.

Cool theme The original purpose of the applet design is to help wordpress webmasters connect their websites to the applet.

at present Cool theme It has realized the adaptation of 5 kinds of small programs, including WeChat, Baidu, QQ, Alipay and Toutiao 。 Cool theme Applet application Adapt to FinClip After that, the user's content can not only be quickly moved to the social platform, but also through FinClip's "Applet one click conversion app" To quickly generate apps and put them on the application market.

FinClip+ Cool theme , not only can Touching and undertaking Public domain traffic of mainstream social platforms can also quickly generate enterprise owned apps and introduce public domain traffic to enterprise private domain positions take measures to revitalize a factory or a company and make it profitable , truly realizing "Public private domain traffic interconnection".

according to Cool theme The team introduced that they are implementing an app that can connect and manage multiple sites. This function is very practical for large and medium-sized enterprises to quickly build stations overseas, because it can help enterprises operate and manage multiple branches or stores independently.