Selling local products to foreign consumers, there are more and more such cross-border sellers in Yangzhou. Recently, the reporter was informed that a local cross-border seller was prepared to spend more than 100,000 yuan to prepare its own brand and register the trademark in the countries where the goods were sold. Is this approach a future trend? What changes can it bring to the development of cross-border sellers? The reporter conducted an interview.

More and more cross-border sellers

Spend more than 100,000 cross-border registered brands

A plush toy costing 30 yuan, if sold on the domestic e-commerce platform sells at most sixty or seventy yuan, but cross-border selling to foreign prices can turn several times.

“In recent years, we’ve been doing more and more of this business. When we started doing business in 2012, there were only a few companies in Yangzhou, and now we have at least 100 companies.” Mr. Liu has been engaged in cross-border e-commerce sales for 4 years. , Be a relatively experienced B2C (business-to-person) cross-border seller. He has opened an online shop on AliExpress, Dunhuang, wish, ebay, Amazon, Lazada and other e-commerce platforms, mainly selling plush toys and household items. "Like the recent hit Christmas goods, there are Christmas pillows and toys."

"Double 11, Black Friday, Cyber ​​Monday, plus the Christmas that will soon be coming, there will be a lot of small sales at the end of the year, but the longest is Christmas." The end of the year is the peak sales season. Mr. Liu's online store business is very good. From the end of November to mid-December, nearly 20 days, this is the peak period for selling Christmas-related items. "Recently 700-800 orders were received every day, nearly double the previous year."

Although the existing business is good, Mr. Liu is preparing to "make a big move." “We are planning to design an original brand and intend to register a trademark across borders.” Mr. Liu said that he had no trouble calculating, that it would cost thousands of yuan to register in the United States, and that European countries would have to spend 10,000 yuan, if they were the main customers of their online stores. The country where he counts is counted and he has prepared more than 100,000 registered trademarks.

Learn from the experience of overseas electricity suppliers

Transformation of the seller to build its own brand

“In the beginning, entrepreneurs chose to make plush toys because it was a relatively good low-end product. The requirements were not high. What we do at each stage abroad is what we do. We have indeed sold well in recent years,” said Mr. Liu. He, like many cross-border sellers, mainly sells "no-names". "No agency is a brand, it is to find someone in advance to design, find a factory processing, and then sell through the shop."

"Mixed brand" products have been sold for a long time, and Mr. Liu also feels that the market is constantly changing. In the past, many e-commerce platforms allowed individuals to run online stores. Now it must be a company. "Quality must be complete, the platform auditing must be more and more stringent, and the quality of the goods must be higher." Mr. Liu said that the most important thing is the difference in branded goods. "The same thing, the brand is better than the no-name. Selling more and more sellers, homogenous competition is also constantly reducing profit margins."

“As for cross-border sales sellers in areas like Guangdong and Zhejiang, there are people who have launched original brands.” Mr. Liu was inspired by the practice of foreign counterparts and he plans to transform from selling “no-name” masters to building original brands.

However, the high cost of foreign registered trademarks and the preparatory work for the brand also made Mr. Liu very stressful. "It is still a preparatory stage, so we also very much want to complete trademark registration as soon as possible, but we must also step by step to register one country at a time."

an expert

Original brand is the future development trend

During the interview, the reporter found that there are many cross-border sellers who feel the changes in the market, but it is very rare for many people to start preparing for brands and registrations as Mr. Liu did. Many people feel that it is unnecessary.

“Like our online shop, although the number of orders is not too large, but both European and American buyers, and Asian buyers, add up to more than a dozen scattered, it is not worthwhile to register a trademark.” Mr. Zhu, a two-year B2C cross-border seller, said that the amount of orders did not reach a certain level and there was no accumulation of certain funds. Most sellers would not choose to build their own brands under the “blood”. "Now the business is doing it completely, so we can wait and see."

"Although everyone's business is not bad, I feel there is no need to build an independent brand, but this is certainly one of the future trends." An industry source stated that just as brand flagship stores and branded goods on the domestic e-commerce platform are more trusted, The cross-border sales market continues to develop and improve, the seller in the competition in the survival of the fittest, build their own brand is the inevitable path of long-term development.

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