Creating A New Ecology of Cross-border E- Commerce B2B to Help Chinese Manufacturing Sell Well All Over the World
Driven by a new round of scientific and technological revolutions and industrial reforms, the development of information technologies, such as the Internet and big data, has brought new opportunities and challenges to the foreign trade industry. Many traditional enterprises have begun to explore crossborder e-commerce and start transformations and upgrades. In the space of just a few years, the traditional foreign trade industry that has followed for centuries seems to have changed overnight and has entered a new era of cross-border e-commerce. Cross-border e-commerce, as the new spontaneously-formed type of foreign trade, is constantly influencing the pattern of international trade development, bringing about new possibilities and a broader scope of imagination for foreign trade companies.
In the process of traditional international trade gradually moving towards the Internet and becoming digitalized, many cross-border e-commerce export B2B platforms have emerged. These platforms have eliminated the state of trade information asymmetry and are sought after by many companies. However, the emergence of new developments is often accompanied by new challenges. Due to the lack of operational independence of the enterprises starting to use the platform, as well as the high cost of drainage and unsatisfactory conversion efficiency, early bottlenecks in cross-border B2B platforms are also gradually emerging. Therefore, many cross-border ecommerce companies have attempted to break through their original limitations, shifting from the “shops within the platform” model to the “owned and operated websites” mode, and improving the autonomy of their business operations and promotion. The “owned and operated websites” mode has extremely high requirements for the company’s online operation capabilities and drainage capacity. In light of these circumstances, Zhejiang International E-commerce Services Co., Ltd. (hereinafter referred to as ZJIEC) effectively take the real scenarios and needs of international trade into consideration, and after nearly a year of dedicated research and development, have created a cross- border export B2B internet tool and service integration system — Cnsellers. This will restore original international trade, bring about innovative changes to the original ecology, and is bound to transform and upgrade the traditional international trade. Cnsellers is emphatically supported and recommended by the China Council for the Promotion of International Trade (CCPIT), and has won many awards, including the International E- Commerce Innovation Service Award issued by the Science Technology Department of Zhejiang Province.
Cnsellers: Using the Internet to reflect the original ecology of international trade and realize the digitalization and internetization of international trade
Cnsellers was independently developed by ZJIEC, a wholly- owned subsidiary of Zhejiang International Business Group, a top 500 enterprise in China. It is committed to providing all kinds of service for the international trade ecosystem, including intelligently building websites, affiliate marketing, business management, and various types of third-party service access tools, as well as other services that will gradually form an Internet-based international trade ecosystem based on the social networking of merchants. With the high degree of integration of Internet technology, traditional international trade will be achieved to restore the true sense and ecology of international trade and create new service scenarios and tools. The system will increase the transaction efficiency and reduce transaction costs, and provide new ways to explore and approaches for the integration of traditional international trade into the Internet and for transnational buyers and sellers.
An independent website construction tool to achieve independent operation; it is the first step for international trade enterprises to integrate into the Internet.
International business companies can use Cnsellers to build “corporate vertical websites”, which can be set up with top-level domain names by users. The first benefit is to allow enterprises to grasp the operational initiative, make their operation more consistent with the characteristics of B2B, and no longer be subject to platform operating rules. Secondly, the SEO and SEM effect of this is far better than that of a second-level domain name website under a platform. Third, each marketing fee and each customer will stay on their own individual website to avoid vicious competition among peers in platform-type shops. This is not only a major feature distinguishing itself from other cross-border ecommerce B2B platforms, but also strives to restore the original ecological status of international trading companies.
At the same time, this independent website has integrated functions of “displaying, marketing, negotiating, signing, and customs declaration”. The functional layout of international trade is fully in line with the definition of cross-border e-commerce at the present stage, which enables the traditional international trade to have a basis for transition to cross-border e-commerce.
In addition, as a value-added service for marketing, Cnsellers has begun in-depth cooperation with Google Adwords, to provide accurate digital marketing services for enterprises, through data analysis and positioning, to help companies increase website traffic
An affiliate marketing tool promotes the synergy in original international promotion
Cnsellers can also form a model for website alliances for the promotion of international trade, and mainly serves the external entities of international trading companies, such as local governments, industry associations, and curatorial companies. They can take advantage of the Cnsellers system, and can choose to absorb the appropriate enterprise vertical websites to set up their own promotion websites, and promote and divert traffic for vertical websites by means of the website alliance model.
Local governments set up promotional websites, attract characteristic vertical websites built by the local enterprises to join in with same, and depend on the fact that the local platform government will promote the local characteristic of industries all over the world, which will in turn promote the development of the local economy. Cnsellers provides the government with an innovative means to promote local exports.
Organization such as international exhibition curator companies and industry associations, etc., can also build promotional website to absorb enterprises’ vertical websites, thus promoting same to certain industries and countries, saving on costs and getting twice the results with half the effort. As an enterprise, there is a chance for this vertical website to be entered onto multiple platform websites, and the traffic sources of vertical websites tend to be multi-channel and multi-level. Thus, promotional websites and vertical websites form the basis of an alliance marketing mode.
An alliance marketing tool is the prototype for offline collaboration between international trade enterprises and peripheral subjects in marketing. It not only provides Internet tools, but also amplifies the online synergistic effect of same.
An innovative trade negotiation tool for cross-border O2O marketing
Samples are displayed on the doorstep of overseas buyers, and faceto-face communication is conducted online, which is a typical O2O mode.
The basic appeal for businessmen is to earn a profit by reselling based on security and credibility. Having the real product in hand, and trying to perceive
and judge the fundamental value of the products by means of the visual appearance, smell, and touch, and fast face-toface communication are very important means for businessmen to screen business opportunities. Therefore, in this environment where various B2B exhibition sites are emerging one after another, offline exhibitions are still flourishing. However, international offline exhibitions are always faced with heavy costs in terms of time, manpower and financial burdens.
Application of O2O Marketing
Case one: O2O featuring overseas showrooms
ZJIEC cooperates with the multinational trade logistics parks to provide an overseas sample room service for export enterprises. Enterprises can build their own websites through Cnsellers, and can display samples and promotional materials in an overseas sample room accessed by a QR code. Buyers use the Cnsellers global buyers’ APP to scan the QR code to read detailed information about the product, and the APP also supports buyers initiating video business negotiations with suppliers, and can realize the objectives of “samples in hand and talking business across borders”. This mode can be referred to as an “O2O international exhibition” mode, and can be applied to both short-term exhibitions and longterm exhibitions. The QR code for the sample comes from the company’s website. The website is built by using the aforementioned “website building tool”. Each sample has a QR code which is permanent and unique. This code remains the same even if the product has been removed from circulation. When the product is online again, the QR code is the same as the original, which can guarantee the continuity and accumulation of product marketing.
At present, the Cnsellers operations team cooperates with some overseas operators, has already set up overseas samples rooms in Serbia and Hungary, and will set up overseas samples rooms in the Czech Republic, Bulgaria, Bangladesh, Indonesia and other countries in the future.
Case Two: a good helper during exhibitions
During exhibitions, enterprises often fail to display all the products because of the limitations of the booth. Furthermore, due to the limited staff resources of the booth, they sometimes can’t deal with all their visitors. Cnsellers has solved these problems through modern information technology. Suppliers build an independent website through the Cnsellers system, and each independent website and product will have an independent QR code generated for it. Global merchants scan the website QR code to browse all the products on the website and scan the product QR code to read the details about the product, which avoid unnecessary waiting times.
During the Asia Apparel Expo, Berlin in February 2018, the Zhejiang Cereals, Oils, and Foodstuffs Import & Export Co., Ltd. business team successfully applied the O2O mode of exhibition through their website/app built by the Cnsellers system, and obtained consistent high praise and recognition from global customers.
Most of things pursued by human beings are annihilated in the dust of his- tory, but the pursuit of “high efficiency and low cost” will never be abandoned. The O2O mode of cross-border exhibition and negotiation has greatly increased efficiency, and reduced economic and labor costs for both buyers and sellers. Due to this, the “online + offline” and “short-term + long-term” O2O exhibitions are a new trend in technology.
Websites are subject to authentication to reduce the mutual trust cost between businessmen
In order to show the authenticity of the subjects of Chinese export websites to global buyers and reduce the cost of trust of the cross-border export B2B trade, Cnsellers provides high quality and reliable certification services, with Cnsellers strictly authenticating the legitimacy and facilities of the subjects of Chinese export websites.
Socialization of the tool
In international trade, communication between purchasers and suppliers, and purchasers and purchasers is obviously very important, and the emergence of social network services is making communication more and more convenient. Cnsellers has a built-in instant messaging function which supports video calls, file transfers and other functions. Both suppliers and consumers can communicate instantly regarding product information and order information, effectively breaking the traditional international trade time and space barrier, and greatly enhancing the communication efficiency.
Cnsellers: promoting Chinese brands to the world
In the future, while reducing search costs, matching costs, negotiation costs and credit costs, Cnsellers will also further cooperate with training, operation, logistics, credit insurance, financial and other institutions to work through all the links in the foreign trade chain and try to create an industry ecosphere encapsulating the nature of international trade. It is foreseeable that, as the exclusive website and service tool of China’s export enterprises, Cnsellers will push more Chinese enterprises into the world and help more Chinese brands to sell well across the globe.