General

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

The Research Institute of the Ministry of Commerce carefully said that this performance was quite outstanding in the face of greater instability in global trade. The steady growth of export trade, on the one hand, is due to the gradual emergence of the effects of policy measures, including customs clearance facilitation measures, RCEP favorable policies and various preferential policies; On the other hand, it is also closely related to the prosperity of cross-border e-commerce, which relies on 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, on April 10, the department jointly released the Opinions on Further Strengthening Support for Export Tax Rebates and Promoting New Forms and Modes of International Trade, which mentioned that it is necessary to support the healthy and sustainable innovative development of cross-border e-commerce. Cross border e-commerce is changing China's foreign trade model step by step and becoming a new engine for China's international trade growth.

In the wave of trade, we can feel the impact of traditional foreign trade, the rising cost of raw materials, the increasing fragmentation of orders, the obstruction of traditional customer channels, the intensification of market competition and a series of problems that curb the survival and development. On the other hand, there is a change in the consumer market. In the past two years, the consumption behavior of online shopping has become a general trend. The change is not only at the C end, but also at the B end. The form of online shopping has gradually emerged. In the face of changes in the general environment, for traditional international trade enterprises 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, BYE Appliances, 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 layout of the enterprise, we can also have a glimpse of one of the coping strategies that traditional international trade enterprises can do when facing market changes.

Since 2020, BYE has strengthened the development of its own brand "BIYI BYE", and the sales of its own brand has reached 37.519 million yuan that year. Actively transforming and exploring the construction of independent brands and looking for the second growth curve is one of the choices to continue 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 choices. Since 2022, the independent station with a high degree of autonomy has become a major emerging track in the cross-border circle. If this track is selected, traditional international trade enterprises have the advantage of independent production capacity, independent pricing, reducing supply and marketing intermediate links, and increasing profits. Of course, there are also some disadvantages, such as not familiar with B2C mode, lack of experience in facing consumers directly, and lack of understanding of market demand changes and marketing.