What is the Qianfan Project? Qianfan Project Review

The Qianfan Project was first announced by eBay at the "All-Aggregate Brand Conference" on March 13, 2018. It is a plan to promote Chinese brands to the global market.

About Qianfan Project

The "Qianfan Plan" proposes a series of specific support measures, including brand support funds, traffic tilt, exclusive promotions, etc. Brand companies that meet the requirements will be able to complete the settlement and docking within 3 days.

The core of the "Thousand Sails Plan" is to promote one thousand Chinese brands to enter overseas markets through the eBay platform. By combining eBay's platform construction, market insights, big data analysis and other core resources, it will help Chinese sellers develop cutting-edge products that lead market trends and consumer demand, help Chinese brands quickly open up the international market, and build "Made in China+" into a golden signboard.

Support content

1. Brand Marketing Support

Marketing includes traffic, promotion, sales promotion, and all-round cooperation with brands.

II. Financial Support

Including traffic generation and market promotion, eBay will work with brands to carry out promotions and make corresponding investments based on marketing hotspots in local time periods. There is no upper limit to financial support, and brand building targets will be achieved at any cost, including funds and resources.

3. Team Support

As an ecosystem, eBay has the best team resources - customer service team, sales team, category managers. eBay will combine customer service, account managers, sales to graphic managers to form a process-based system internally. That is, the brand will start by applying to join the brand plan from the sales manager, the customer team will follow up, then the account manager will follow up, and then the category manager for subsequent marketing will follow up, including cooperation with various sites. The entire team within eBay will work together to allow customers to enjoy a complete end-to-end service chain.

Target audience

1. Examining the ranking of enterprises in China's manufacturing export industry, eBay will sort out enterprises with large export volumes and certain brand advantages and products that are suitable for China's export to overseas consumers as the targets of support for the "Thousand Sails Plan";

Second, we will look for some companies with relatively well-developed online channels and combine them into the eBay brand. The brand department will use a strategy called eBay brand marketing to help them promote their products in overseas markets, including mainstream countries and emerging countries around the world, mature markets like the United States, Britain, Germany, Australia, Italy, France, Spain, and traditional markets like Russia, Brazil, and India. We will integrate all of these together and include them in the “Thousand Sails Plan.”

Strategic Priorities

The focus of the "Thousand Sails Plan" is to emphasize the importance of traditional export brands. Compared with last year's focus on helping online brands do more marketing, this year's "Thousand Sails Plan" is more intended to help traditional brands establish a new channel for online marketing.

background

China's export volume is 2 trillion US dollars, and most of this 2 trillion US dollars is contributed by traditional large manufacturers and brand owners. However, they have no chance to expose their brands overseas, and most of them are just doing OEM. Many companies have realized the importance of brand building and want to make achievements in overseas brand promotion, but they have no good channels and the promotion effect is not good. There are also some traditional manufacturing industries that have a great reputation in China, but have not been effectively promoted abroad. There are also some domestic brands that have opened up in the overseas market, but they are mainly promoted offline through traditional channels - overseas agents and marketing channels. These brands can be called hidden champions of the industry, but they do not realize that cross-border e-commerce can be a very important channel for their brand promotion, helping them to show their brands to global consumers. This is the overall background of eBay's launch of the "Thousand Sails Plan".

The difference and connection between the “Qianfan Plan” and the “China Brand Intelligent Manufacturing Plan”

The Qianfan Project is a continuation of the 2017 China Brand Smart Manufacturing Project. For a long time to come, brands will be a key focus for eBay - how to promote Chinese brands, make them accepted by foreign consumers, and increase the brand premium of Chinese products.

Last year's brand plan placed more emphasis on eBay's existing online brands, while this year's "Thousand Sails Plan" eBay will focus on China's traditional export brands, helping traditional strong export brands establish a new online marketing channel.

In addition, the "Thousand Sails Plan" has more follow-ups than last year's brand plan. Unlike last year's pilot, this year eBay's mainstream markets have been fully rolled out. The target audience will also be more refined, with existing strong brands as the target group. The integration with the market will be further optimized and deepened, including the European and American markets, including control of various overseas consumption nodes, and all-round brand marketing.