AliExpress signed the Senma! Will copy new retail models overseas

On February 19th, Alibaba's cross-border e-commerce platform, AliExpress, and Senma E-Commerce signed a strategic cooperation agreement. Since then, Senma, Metersbonwe, Giordano, Li Ning, Bosideng and other "national products" have been hand-held AliExpress, one-click sales to more than 220 countries and regions around the world.

According to Yibang Power, the popularity of national brands in overseas is generally not high. Domestic brands have no brand recognition at the beginning, not to mention fan accumulation, brand tonality or brand premium. In the tide of “national goods” going out to sea, cross-border e-commerce platforms often play the role of drivers.

AliExpress said it will copy the new domestic retail success model overseas to help the "national tide" brand go out. “In the past, the brand 'going out to sea' often crossed the physical space and overcome the difficulties of market environment and cultural differences before it was able to enter the foreign market. The information symmetry brought by cross-border e-commerce overcomes the difference and provides a new brand. Opportunity.” Liu Jun, general manager of the AliExpress non-standard industry, said that copying the new domestic retail model overseas is a new promotion model offered by AliExpress to drive the brand “going out to sea”.

Liu Jun said that AliExpress had previously successfully practiced. In 2018, Tmall Double 11, AliExpress was the first overseas attempt to integrate online and offline. In conjunction with the Chinese clothing brand Giordano, it provided Dubai consumers with a new retail experience of “selling online orders and local offline stores”. On the day of the sale, the first Dubai user got the "Double 11" special T-shirt that he bought in just 2 hours.

According to Yibang Power, the Senma Cross-border E-commerce Project was established in 2017 and officially entered the overseas market. In the same year, Senma entered the AliExpress to open a brand flagship store, and cross-border sales entered a period of rapid growth. In the 2018 double 11, the sales volume of Senma's children's wear brand Balabala on AliExpress has tripled compared with last year, and the growth rate is much higher than that of the same type of stores, mainly selling Russia, Israel, Saudi Arabia, the United States, and France.

"As China's largest export b2c e-commerce platform, AliExpress's dominant position in the markets of Europe, America and the Middle East will further expand the brand influence for Senma to go out to sea." Shaofei Chun, general manager of Senma E-commerce, said today, in the domestic apparel industry The dividend period has passed, the market growth has slowed down, the traditional clothing brand is in the period of transformation, and the overseas market is in the era of traffic growth. The Senma e-commerce has started the new internationalization journey with the sales of AliExpress, which is very inspiring in the industry.

In recent years, there have been many emerging Internet brands in China, and AliExpress has grown together with these brands to promote Chinese manufacturing and Chinese brands to the world.

The consumer electronics brand ILIFE from Shenzhen is typical. It has become a leading industry leader in Europe, such as Spain, France and Poland, from obscure foundries. ILIFE overseas market leader Cha Yafei revealed that the brand's sweeping robots currently account for about 70% of online sales channels overseas.

According to reports, AliExpress is planning to build some products on Russia's largest social networking site VK, allowing users to more easily and more naturally online shopping through the recommendations of other users on social networking sites, is expected to go online test products around April this year. It is understood that there are many personal stations and shopping guides related to AliExpress, and there are more than 1000 related accounts with more than 1 million fans.

At the same time, the demand difference of overseas users is obvious, and designing products that meet the preferences of foreign consumers is a big problem. AliExpress will help merchants more accurately grasp the portraits and needs of overseas consumers through big data analysis and personalized algorithms, and accurately select products for users.

It is worth noting that for the payment and logistics challenges that the brand encounters overseas, AliExpress integrates Alibaba's internal ecological resources such as rookies and ants, and uses high-tech means such as big data and cloud computing to empower foreign commercial infrastructure. Consumers experience upgrades in logistics, payment and return service.

Source: Yibang Power Network