Brick by brick – What’s always important for the construction of a home is also true for the development and expansion of digital projects: Go step by step – because it’s no longer just about recognising that the future is digital. The foundation has been laid. In fact, it is the decisive steps after laying the foundation for further development and expansion. It is exactly at this point in the digital experience that we want to meet with the attendees at the Handelskraft Conference 2019 in Frankfurt am Main.
Cross-border e-commerce is booming. Consumers are increasingly buying online and are increasingly attracted to foreign brands and retailers. Cross-border retail is, therefore, a great opportunity for brands and retailers looking for growth. But entering this market is not easy and requires a lot of preparatory work.
One of the questions that you should ask in advance is: Which channel offers the greatest opportunities in the target market? Do you start with your own localised version of the online shop or do you test marketplaces like Amazon, eBay, Tmall (Alibaba) oder JD?
Getting started with international e-commerce via the marketplace is not only worthwhile because of the lower initial costs. There are also countries where marketplaces are worthwhile because of user preference. In China, where Tmall and JD are the market leaders, online retail takes place in marketplaces primarily. In fact, brands like Burberry, Estée Lauder, Swarovski or RayBan, and others have opened stores on Tmall. In addition, retailers multiply their customer base via international marketplaces.
Instagram, Facebook and Twitter are probably the best-known social networks in the Western Hemisphere. Despite a data scandal, Facebook still has 2.34 billion active users. Social media is, therefore, a phenomenon that affects the current state of affairs on the Internet.
That’s what also Google thought way back in the year 2010: With Google+ and Google Wave, the company tried to gain momentum in the social media area. In hindsight… These were failures. The fourth article in the Handelskraft series »20 years of Google« is taking a look at a dark time in their history. The attempt to build their own social network.
China is booming in every way. The Chinese e-commerce market is the largest in the world and one of the most innovative. The Middle Kingdom is a role model in terms of internationalisation. For brands and retailers who want to continue to grow, China holds the opportunities par excellence. At the same time, Chinese consumers are strongly attracted to foreign brands and products. This enthusiasm is particularly easy to attract even when travelling.
Even when travelling Chinese people like to learn about the mobile Internet. The growing number of Chinese tourists in Europe makes it attractive for retailers and brands to adapt to the mobile preference of their potential customers. What strategies should they pursue in order to pick up the digitally affine consumers from the Middle Kingdom?