The 2024 China International Fair for Trade in Services is currently underway. On September 13th, at the Cross border E-commerce Session of the E-commerce Conference, Li Yan, CEO of Xiaoniu Electric, stated that successful cross-border e-commerce not only requires understanding the local culture of the target market, but also integrating it into products, marketing, and customer service.
Li Yan believes that although cross-border e-commerce has become the main channel for enterprises to enter the international market, simply selling products to another country does not guarantee success. Because in the international market, consumers in every regional market have a deep sense of identity and dependence on local culture, language, and customs.
Since its establishment in 2014, Xiaoniu Electric has covered 52 overseas countries and regions through 54 distributors. Li Yan mentioned that in the global layout, localized operations are the focus, including product form localization, operation mode localization, and brand promotion localization. The combination of online and offline is very important. After exposing and attracting consumers to purchase online, the ability of online customer service to undertake and deliver is equally crucial.
In Li Yan's view, globalization layout cannot be separated from the localization of product forms. Based on a deep understanding of market demand, Xiaoniu Electric focuses on the European, American, and Southeast Asian markets, launching diversified products that are suitable for different markets. Improve electric motorcycle tires, shock absorbers, etc. for the European road environment; In Southeast Asia, products are designed and adjusted according to local oil to electricity policies and consumer preferences.
In addition to localizing the product form, Xiaoniu Electric has also fully localized its operation mode and brand promotion. Starting from 2022, the annual overseas sales exceeded 100000, with overseas revenue increasing by 50% year-on-year, accounting for nearly 20% of the total revenue.