General

According to import and export statistics, in the first seven months of 2022, my country's exports were 13.37 trillion yuan, a year-on-year increase of 14.7%.

Zhou Mi, a research institute of the Ministry of Commerce, said that this performance is quite outstanding in the face of greater instability in global trade. The steady growth of export trade can be seen on the one hand due to the gradual emergence of the effects of policies and measures, including customs clearance facilitation measures in various places, RCEP favorable policies and various favorable policies for enterprises, etc.; on the other hand, it is also related to cross-border e-commerce. The prosperity of the overseas model is closely related. Cross-border e-commerce is backed by the rapidly developing Internet technology and the domestic mature e-commerce foundation. At the same time, the country is also actively expanding the cross-border e-commerce comprehensive pilot area.

This year, in April 10th departments jointly issued the "Opinions on Further Strengthening the Support for Export Tax Rebates and Promoting New Business Formats and New Models of International Trade", which mentioned the need to support the healthy and sustainable innovation and development of cross-border e-commerce. Cross-border e-commerce is changing my country's foreign trade model step by step, and has become a new engine for my country's international trade growth.

In the aggressive trade wave, we can feel the impact of traditional foreign trade, such as rising raw material costs, increasingly fragmented orders, blocked traditional customer acquisition channels, and intensified market competition, a series of problems that hinder survival and development. On the other hand, there are changes in the consumer market. In the past two years, the consumption behavior of online shopping has become a general trend. The changes are not only on the C side, but also on the B side, and the form of online shopping has gradually emerged. In the face of changes in the general environment, for traditional international trade companies that are accustomed to the B2B model, how to respond to market changes and seize opportunities in the changes is a major issue at present.

At the beginning of this year, Biyi Electric, which is mainly based on the OEM/ODM model, announced that it was officially listed on the main board of the Shanghai Stock Exchange. From the company's layout, we can also glimpse one of the coping strategies that traditional international trade companies can do in the face of market changes.

Since 2020, Biyi Electric has started to strengthen the development of its own brand "BIYI", and the sales of its own brand has reached 37.519 million yuan in that year. Active transformation and exploration of self-owned brand building and finding the second growth curve are one of the options for continuing to grow in the changing market.

So, what is the effective path for traditional foreign trade enterprises to build their own brands?

The independent station is one of the options. Since 2022, the independent station with a high degree of autonomy has become a major emerging track in the cross-border circle. If you choose this track, the advantages of traditional international trade companies are that they have independent production capacity, and can set prices independently, reduce the intermediate links of supply and sales, and increase profits. Of course, there are also certain disadvantages, such as unfamiliar with the B2C model, lack of experience in direct-to-consumer, and lack of understanding of market demand changes and marketing.