After more than 20 years of precipitation and development, the cross-border e-commerce industry has become an important pillar of China's foreign trade economic development. Throughout the entire industry, whether it is a traditional manufacturing company seeking brand transformation or a cross-border seller, most of them will take the European and American regions as the first stop for brands to go overseas. The reason behind this is that consumers in Europe and the United States have stronger Consumption power and consumer demand. Even if it is a niche market, if the product is planned and operated properly, it can still bring enough development space for enterprises and brand sellers, and even use this as the cornerstone to grow into a leading brand in the vertical field.

Take the pickleball, which once became a hot topic this year, as an example. This sport originated in Seattle, USA, but its audience is far less extensive than sports such as basketball and football. Through market research and data analysis , HOFAN found that more and more young Americans are beginning to pay attention to this sport, and there are only a handful of manufacturers of pick rackets . In China, Dongguan Mingxuan, a carbon fiber board manufacturer that has been OEM for well-known brands, is very suitable for trying to make Pickle rackets. The two companies can take one shot and create the Pickle racket brand Niupipo through joint operation .

In the initial stage of the Niupipo brand going overseas , experienced Pickleball players had no concept of the brand. Even if they bought Niupipo rackets on Amazon, they would not have a deep understanding of the brand. Based on this situation, Haofang and Mingxuan have worked out a whole-chain brand building plan, and jointly upgraded and iterated the Niupipo brand and products.

First of all, Haofang invited Brittany Hubschman , a famous American trademark designer , to redesign the LOGO of Niupipo , and reshape the brand icon in a design way more in line with the aesthetics of American users , which greatly improved the professionalism and recognition of the brand.

Subsequently, Haofang teamed up with Niupipo as a sponsor to find professional pickleball athletes and invited them to participate in the design and evaluation of new products, including the world's fifth-ranked Frank Anthony Davis and the world's top ten Vivienne David .

By partnering with professional athletes and sponsoring professional events, Niupipo 's brand effect has become more and more obvious in the US market. In February 2021 , during the WPC (Picture Ball World Championship) competition, Niupipo as a sponsor had 77,400 Google searches , seven times the daily search volume.

Now, the Niupipo brand has developed in an all-round way in overseas markets, and its products have long occupied the Best Sellers list of Amazon Peak, with an annual revenue of tens of millions of dollars.

As an international e-commerce giant, Amazon gathers a large number of high-quality consumers. They have strong demand, strong purchasing power, and high repurchase rate. The advantages of sites in Europe and the United States are even more obvious. For manufacturing companies in Europe and the United States, the Amazon platform is undoubtedly the first fortress to build brands overseas. After making full use of the advantages of the Amazon platform and achieving a certain brand accumulation, manufacturing companies can try to develop the DTC independent station model to form a richer overseas camp to cope with more complex industry competition and diversified and segmented consumers. need.

The DTC independent station model mainly cuts into the actual needs of consumers from the subdivision field, impresses overseas consumers through digital marketing, builds consumer trust in the form of brand stories, and finally helps companies obtain another growth path. Compared with Amazon, the DTC independent station is a test of the team's traffic acquisition and conversion capabilities. For most companies that are good at product design and manufacturing, it is difficult to take into account the capabilities in this area, and even miss the entire development opportunity.

In response to this pain point, in order to help companies going overseas to break the barriers of consumer scenario perception and grasp the opportunities for category development in a timely manner, Haofang has launched a strategic insight plan based on "brand + Amazon + independent station trinity" for manufacturing category opportunities. Relying on Haofang's 16 years of practical experience in the cross-border industry and its three core advantages, it empowers overseas enterprises to efficiently complete the category market layout and market segment price band distribution, popular brand product layout and market performance, and competition products. Long-term strategy + short-term window "all-round insight into opportunity points, build a more accurate blueprint for market opportunities, help companies occupy a strategic high position in the brand overseas competition, and grasp the development initiative.

After more than ten years of practical experience in brand overseas, Haofang has several refined expert collaboration teams, covering more than 100 types of market databases in various industries, providing forward-looking expert services; At different stages of going overseas, Haofang provides flexible customized service models, customized services based on target markets and development needs, and more in line with the needs of brand enterprises. Based on the three-in-one strategic perspective of "brand + Amazon + independent station", the development of overseas brands has a more global perspective and forward-looking.

Judging from the trend of the cross-border e-commerce industry , the previous "single-point attack" or "emphasis on products and brands" has been difficult to meet the needs of the market. The value of the whole-market, refined and omni-channel brand strategic layout is being gradually amplified. Amazon and independent sites have their own advantages and market positioning. Without the assistance of external forces, the path of companies going overseas will undoubtedly be based on their own team advantages, product experience and target markets to make trade-offs. With Haofang's empowerment, manufacturing companies can use Haofang's operating experience and overseas resources to rediscover business opportunities from the user's perspective and develop a broader market space. The overseas strategic consulting service provided by Haofang for manufacturing enterprises, with more professional and refined full life cycle empowerment and escort, helps enterprise brands to enhance the competitiveness of the global market, brings new growth drivers to enterprises, and achieves "win-win".