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课件网) Unit 7 Cross-Border E-Commerce Marketing Activities Unit Objectives: Learn about the promotion and marketing strategies of CBEC. Learn the concepts of SEO and SEM. Learn how to build a brand while doing CBEC transactions. Unit 7 Cross-Border E-Commerce Marketing Activities 1 SEO and SEM 2 3 CONTENTS 目录 Brand Building Promotion and Marketing 3 Brand Building Try to do a research of following famous cross-border e-commerce brands in China, and figure out how they build the brand from the beginning. Warming-up Part 3 brand building (1) Anker (5) Sailvan (2) Sheinside (6) Sunvalley (3) AUKEY (7) BESTEK (4) TOMTOP (8) Alllandnet Anker: In the campaign of power banks, Anker got popular with by virtue of its excellent product quality and developed quickly. It distributed at home and abroad quickly with its product quality. The domestic shared power bank you see now is the product provided by Anker. (2) SheIn: SheIn is an affordable online shopping platform with a distinct tone focusing on women’s fashion. No matter what the current fashion trend is, Shein.com is sure to follow it or even lead it. With all the categories like women’s clothing, men’s clothing, kids’ clothing, shoes and accessories, and more than 20,000 styles including dresses, blouses, swimwear and T-shirts. Part 3 brand building (3) AUKEY: It is a big seller on Amazon, and has achieved very good results. Recently, one electronic product bracket has won the best design award of 2017 chosen by global media. (4) TOMTOP: TOMTOP implements the operation strategy of pan supply chain, pan category resource integration. Besides distribution of multi brand products, in order to keep a long-term stable competence, it also created self-own brands like cacagoo, koogeek, dodocool. Its products involve hot areas like smart home, automobile intelligent equipment, digital products, fitness equipment. Part 3 brand building (5) Sailvan: It adopts the ‘multi categories, multi brands’ operation mode, and it also has a deep ploughing clothing brand. Its product lines cover clothes and accessories, household, outdoor, and electronic products. In 2016, Sailvan earned billions of dollars respectively on Amazon, Wish, eBay and independent mall. (6) Sunvalley: Sunvalley was set up in 2007. It might have Shenzhen’s most understated but outstanding achievements, with six famous consumer brands: RAVPower, VAVA, TaoTronics, Anjou, Sable and HooToo. Part 3 brand building (7) BESTEK: The business operation of BESTEK is F2C. It attaches great importance to independent intellectual property rights and has a very strong ability of reaching and developing. It mainly sells its products on the third-party e-commerce platform, and has been the ‘strategic seller’ on Amazon since 2011. (8) Alllandnet: Alllandnet deploys asset-light strategy with a special design team. It designs 3C products that adapt to the international market trend, selects manufact ... ...
