Amazon: Five major trends in cross-border e-commerce, small and medium-sized brands have the opportunity to stand out

In recent years, as domestic market competition has become increasingly fierce, more and more companies have begun to go overseas, especially cross-border e-commerce, which has maintained a relatively fast growth rate and has become an important pillar supporting the development of China's foreign trade. However, with the deepening of going overseas and the advent of the era of "brand globalization", companies are also facing many new challenges. Today, let's talk about Amazon and the opportunities and challenges faced by Chinese companies going overseas.

Since 2023, Chinese companies need to pay attention to the following market changes when going overseas:

1. Changes in the policy environment : Many countries and regions are formulating stricter regulations for emerging areas such as the digital economy and e-commerce, such as the EU's GDPR. At the same time, international political factors such as the Sino-US trade war have also brought challenges to Chinese companies' overseas expansion.

2. Changes in consumer behavior : The COVID-19 pandemic has led to significant changes in global consumer behavior, including the growth of online shopping and increased demand for health and environmentally friendly products. This has put forward new requirements for the product positioning and marketing strategies of Chinese companies.

3. Rapid development of technological innovation : The rapid development of new technologies such as 5G, artificial intelligence, and blockchain has provided new opportunities for companies, but it has also brought competitive pressure. Chinese companies need to actively embrace these new technologies when going overseas to maintain their competitiveness.

4. Reshaping of the global supply chain : The COVID-19 pandemic has accelerated the reshaping of the global supply chain, and many companies have begun to seek more flexible and sustainable supply chain models. Chinese companies need to pay attention to this trend and optimize their supply chain strategies when going overseas.

5. The importance of localization strategy is increasing : As consumers’ demand for localized products and services increases, companies need to pay more attention to localization strategy when going overseas, including product localization, marketing localization, etc.

   
   

Nowadays, global brands going global has become a trend, and every company has the opportunity to showcase its brand to global consumers. More and more companies regard brand as part of their core competitiveness. In the past few years, Chinese companies going global have gradually accelerated their transition from "Chinese products" to "Chinese brands."

Five major trends in brand expansion overseas

Faced with a complex and ever-changing overseas marketing environment, Amazon has summarized several key changes in overseas brand trends based on the analysis of brand advertising trends on the platform and in-depth advertising industry insights to help Chinese brands go global:

Trend 1: Brand concepts and values ​​influence shopping decisions, and small and medium-sized brands have the opportunity to stand out.

Amazon Advertising Research shows that 79% of consumers are more willing to buy products and services from brands that align with their own values. Clear and precise brand positioning is conducive to shaping differentiated brand characteristics, helping brands to navigate industry cycles and achieve resilient growth.

Trend 2: Media fragmentation and video advertising are accelerating, and marketing content creativity is the key to breakthrough

Faced with an increasingly decentralized and fragmented media environment, Chinese brands need to continuously improve their creative content, especially the production and delivery of video content. Amazon Advertising can help advertisers reach consumers on and off the site through streaming TV ads, online video ads, brand promotion videos, etc. through a one-stop video advertising solution, and tell more creative and relevant brand stories.

Trend 3: Consumers’ interactions with brands are becoming more diverse and in-depth, and grasping the full-link traffic will enhance brand stickiness

With the rise of new social media such as short videos, "influencer marketing" led by opinion leaders and Internet celebrities is entering a fast-growing track. At present, many Chinese companies going overseas, including Dreame and Huion, continue to explore and effectively combine opinion leader marketing with Amazon's on-site marketing to promote sales and significantly increase brand awareness.

Trend 4: Different markets and categories have different marketing characteristics, and refined advertising operations are becoming increasingly important

From "going out" to "going in", achieving localized marketing is one of the core challenges facing Chinese companies going overseas. More than 70% of the interviewed marketing experts and senior seller lecturers believe that it is very important for companies going overseas to formulate advertising and marketing strategies based on the differentiation of target markets, categories and products, and being good at using localized marketing nodes to enhance brand voice is a reflection of refined advertising operations.

Trend 5: Transformation from B2C to B2B

It is undeniable that the main body of Chinese overseas sellers is also changing. The early sellers mainly came from the "staff overflow" of the foreign trade service industry and were relatively small in size. As the industry grows, many excellent brands and companies have emerged in the market, many of which have successfully listed, and many more are in the process of preparing for listing.

According to a report by the World Trade Organization, global B2C cross-border e-commerce will maintain a growth rate of 27% by 2026. However, with the deepening of going overseas and the advent of the era of "brand globalization", the B2B model has become the latest trend. The volume of global B2B e-commerce is expected to reach 13.6 trillion in 2025, more than twice that of global B2C e-commerce. Now it is not difficult for us to see that many companies have already achieved brand going overseas in this way. Take Amazon as an example. The Amazon VC plan is an exclusive online supplier platform for the B2B model. More simply, we can directly understand that after entering this account, you become a supplier of Amazon. At this time, you have two types of customer groups: one is the vast majority of third-party sellers on the Amazon platform, and the other is all Amazon's consumer groups. In other words, you are both a supplier and a merchant.

If you want to know more about Amazon VC entry services, please feel free to contact Willy Cross-border E-commerce through private messages in the background. As China's leading brand recommendation party, Willy has the most professional services to help you quickly close your account.