gainst the backdrop of continued rapid development of global e-commerce, Chinese cross-border e-commerce brands have ushered in a golden era of development with strong winds and steady sails at sea.

Data show that in 2021, the scale of China's cross-border e-commerce reached 1.9 trillion yuan, up 18.6% year-on-year, accounting for 4.9% of total imports and exports, while cross-border e-commerce exports accounted for 77.5% of total cross-border e-commerce imports and exports. Export cross-border e-commerce has become China's "stable foreign trade" to support the power.

So, what kind of help do Chinese cross-border e-commerce brands need to go to sea? In the recent China Cross-border E-Commerce 50 Forum sponsored by the China Association of Trade in Services to help cross-border e-commerce brands to go to sea (Foshan) exchange and matchmaking meeting, representatives from Yida Tong, Amazon Global Store, Fujian Land Port Group and other enterprises from the platform, logistics and other areas to share their views and experience.

"Digitalization is a strategic opportunity for the high-quality development of China's foreign trade. The high quality development of China's foreign trade is measured by the improvement of import and export earnings, the way is the upgrading of industry and services, the carrier is the digital service platform, and the guarantee is the market and system innovation." Xiao Feng, senior advisor of Yuhu Cold Chain and founder of Yidatong, said in his speech with the theme of "Digital Trade Stack, an innovative model for brands to go to sea".

In Xiao Feng's view, under the background of trade digitization, the model of digital trade collection stack will become a major tool to help brands go to sea. The so-called "digital trade collection stack", that is, digital delivery and performance service platform (foreign trade comprehensive service platform) as a support, a collection of brand supply (factory) business, in the main overseas goods trade destination countries to set up covering localized marketing center, delivery and performance center, value-added service center as the main function of digital, shared trade service stack.

"Digital trade set stack is based on the digital international trade system and the generation of cross-border trade business model innovation, a collection of trade comprehensive service platform and overseas warehouse features of the new digital trade business." Xiao Feng said, its will become one of the important ways to promote the global supply chain and value chain change, aiming to make global trade localization, small enterprises enjoy big services. Yuhu cold chain aims to provide quality supply stability and fast circulation of the whole industry chain solutions for international - domestic quality food circulation, is a typical representative of the digital trade collection stack model.

In the view of Fang Wei, director of strategic development of Amazon Global Store South China, Chinese cross-border e-commerce brands going abroad have ushered in a golden period. On the one hand, the development of cross-border e-commerce has brought opportunities for brands to leapfrog. Take the U.S. market as an example, according to Amazon research, after the epidemic, 57% of U.S. consumers have more online shopping behavior, and 60% of U.S. consumers are willing to try new brands online. On the other hand, after more than 40 years of opening up, Made in China and Chinese brands have become increasingly mature. Especially since 2018, Chinese global brands have been increasing their brand power in developed markets. A survey shows that 20% of overseas young people (aged 18-34) are aware of the top 50 Chinese brands. At the same time, more and more Chinese sellers' brand awareness is on the rise. Taking Amazon platform sellers as an example, 93% of them said they are very aware of the importance of building a brand on the platform.

According to Fang Wei, in order to help Chinese brands "make a global debut", in 2022, Amazon Global Store launched a new brand proposition - Create a New Global Brand Landscape, which aims to promote Chinese sellers to move up the global value chain through two engines: global innovation and local empowerment. Through the two engines of global innovation and local empowerment, we aim to promote Chinese sellers to move higher up the global value chain, create "global brands" with long-term value, and jointly open up a "new era of Chinese brands going abroad". In addition, Amazon also released a number of initiatives to help sellers alleviate their difficulties and promote industrial growth, including promoting sellers to efficiently expand their global business layout, helping sellers manage cross-border logistics and warehousing costs, accelerating the pace of Chinese sellers to build global brands, and improving sellers' refined operational capabilities to promote the sustainable development of the industry, etc., ultimately achieving the transformation of traditional OED/ODM enterprises and high-quality development of foreign trade.

"After the epidemic era, the development of cross-border e-commerce will show three major trends: first, the purchasing power of emerging markets is gradually increasing; second, the traditional market is moving from low-price, imitation strategy to cost-effective and independent intellectual property products, the market will also further crack down on plagiarism, shoddy products, etc.; third, Chinese manufacturing and Chinese brands are accelerating to the sea, accelerating industry mergers and acquisitions, buy global The era of selling global has arrived." While optimistic about the overall trend, Li Zixing, general manager of Fujian Land Port Group, focused his attention on the "digital logistics hub", and analyzed the digital transformation of cross-border logistics service providers through the changes in both supply and demand and the competitiveness of Chinese manufacturing. He said, "Traditional export cross-border logistics has slowly increased from small packages and special lines to overseas warehouses, fast ships and other emerging business models, while the future of the larger value chain will be in the industrial segment, providing one-stop integrated logistics solutions for industrial clusters to go to sea. It is based on this that large cross-border logistics enterprises are gradually transforming into a comprehensive logistics service provider with core competitiveness (dedicated lines, overseas warehouses) and capable of providing diversified services, supported by strong and powerful digital services, directly facing the manufacturing industry and industrial clusters to provide products with competitive services."

It is reported that China Cross-border E-Commerce 50 Forum, as a platform integrating the whole industry chain of domestic cross-border e-commerce, builds cooperation bridges between local governments and enterprises, brands and platforms, opens up the path from products to brands to the sea, and better serves the development of cross-border e-commerce.

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