Billion Power News At the "New Power 20265438+ Billion Cross-border E-commerce Conference Brand Globalization Summit" held recently, Yang Ya, general manager of Tianxia Overseas Media Division, a digital marketing service provider, combed a set of correct marketing paths for domestic brands to go to sea: new consumer goods can rely on their own "small and beautiful" characteristics to accurately lock user portraits and guide product selection through short and fast marketing methods such as effect advertisements in the early days of going to sea; Then based on these data, strengthen content marketing and enhance brand stickiness; After the cold start of the brand is completed overseas, long-term layout will be made to achieve effective positive growth. Yang Ya pointed out that new consumer brands will face some challenges after going abroad. First of all, if the merchant mainly deals in a popular category that goes out to sea, such as clothing, 3C, beauty cosmetics, accessories and so on. A large number of cross-border sellers in these categories have been preconceived by the strategy of strong marketing and low price. Therefore, for backward brands, how to differentiate is the key. Secondly, in order to ensure the overseas user experience, the product will inevitably go through a long iterative cycle, and it is necessary to flexibly control the corresponding inventory, supply chain and cash flow. In addition, in the optimization of details, the brand's graphics, texts, videos and models were all designed for the China market before, and they need to be adjusted more accurately for overseas multiculturalism after going out to sea. "Therefore, accumulating first-hand user data and consolidating the initial fan base through diversified marketing strategies are important issues that brand businesses need to solve in the process of going out to sea." Yang Ya said. How to do it specifically? Yang Ya suggested that overseas businesses can reorganize their strategic direction from the following angles: First, redefine overseas users' portraits through previous data acquisition, testing, screening and cleaning, and make clear which users can truly accept their products and brands. At the specific operational level, the brand is put on the market, and the corresponding people are connected through various contents, and the obtained social channel data results, such as website likes, purchases and data returned by PR, are comprehensively cleaned and marked. Then further subdivide users, reorganize according to different users' labels, previous shopping cycles and behaviors on competing products, and combine content, celebrity strategy and overseas publicity strategy to produce a set of sales transformation model. Second, on the basis of user model, supplemented by intelligent marketing service platform and creative AI system for marketing. Taking Blackhead as an example, it first established an overseas brand sales official website (that is, an independent station), highlighted the brand's own "dark style" in the design style of the website page, strengthened users' strong sense of identity with the brand image, and constantly upgraded the website's use experience, including logistics experience and payment experience, and combined with operational means to maintain and expand user loyalty. Third, continue to export high-quality content. Yang Ya pointed out that in the past, merchants often paid attention to the optimization of channel bonus, operation mode and presentation form, but at present, they must also pay attention to the production and output of creative content. "At present, the traffic cost is getting higher and higher. If you don't do creative content well, your CPM is expensive and the advertising return rate is not high. " According to its introduction, creative content can be roughly divided into three forms: "heroic content", "aggregated content" and "daily content", which need to be operated together. Still taking blackheads as an example, its daily content is mainly to shape brand design; Aggregate content focuses on brand tonality and fan characteristics, and carries out various online and offline activities (such as online punk concerts, Earth Day, World Anti-Terrorism Day and other activities); Hero content mainly focuses on the joint sales of some small street brands in North America to expand the user audience. Yang Ya also emphasized that "building brand" and "focusing on sales" are not an either-or relationship, but mutual achievements. "Although the new consumer brand is different from the previous sales model, being a brand does not mean that businesses will be hungry. Especially for start-up new consumer goods companies, the health of cash flow is very important. " She said.