In 2019, the overall development of cross-border e-commerce industry has been on a positive trend. The scale of cross-border e-commerce continues to expand, and competition within the industry continues to be fierce. Pinduoduo and other competitors have successively entered cross-border e-commerce and Alibaba has acquired Kaola, which has unleashed huge market demand. In this context, word of mouth and user trust have become key factors in the competition of cross-border e-commerce platforms. As the data of iiMedia Research showed, in the user survey with a total sample size of 1757, 74.1% of consumers said that when buying overseas goods, the most important thing is whether the goods are genuine, while 58.8% said brand awareness is very important. With the increase of residents' income and the improvement of their living standards, overseas online shopping users pay more and more attention to the value of the brand and start to pursue higher quality shopping experience. Users' requirements are improved and market supervision is tightened, prompting major e-commerce platforms to take various quality assurance measures, empower the supply chain with technology, strengthen the control of the whole process from procurement to supply, and actively maintain and build brand reputation.
In the context of consumption upgrading, users are increasingly pursuing consumption experience, and new consumer groups are more dependent on the guidance of key opinion leaders (KOL). Offline stores, overseas online shopping live broadcasting and social communication narrow the distance between users and products, make up for the shortcomings of traditional overseas online shopping from different perspectives, and comprehensively upgrade user consumption experience. As the data of iiMedia Research showed, 56.6 percent of consumers believe that online stores can provide a more comfortable shopping experience than online channels. Dual-channel integrated development can enhance users' trust and double channels drainage, which has become an inevitable trend in the development of cross-border e-commerce industry. In addition, nearly 60% of overseas online shopping users will buy relevant products after watching live broadcast on overseas online shopping. Overseas online shopping live delivery is more intuitive and vivid, and has a good conversion effect on user consumption at the present stage, which is expected to become one of the major marketing methods of cross-border e-commerce in the future.
With the improvement of logistics distribution efficiency, the change of people's consumption concept and the introduction of various favorable policies, cross-border e-commerce has entered a stage of rapid growth, and major cross-border e-commerce companies have gradually increased their new retail layout. As the data of iiMedia Research showed, China cross-border e-commerce transactions are expected to reach 12.7 trillion yuan in 2020. In addition, after Alibaba's wholly owned acquisition of Kaola, the pattern of cross-border e-commerce industry has been significantly changed, and Alibaba will occupy more than half of the market share in the cross-border e-commerce industry, further highlighting the advantages of the head platform. Most overseas online shopping users have a relatively optimistic attitude towards the acquisition. 60.9% of the users believe that the acquisition is conducive to the integration of industry resources, and more than 50% of the interviewed Kaola users implies that they will increase the use frequency of products after the acquisition of the platform.
In the promotion festivals of mainstream e-commerce platforms, the popularity of 11.11 is the highest. In 2019, e-commerce sellers took 11.11 as the main annual marketing node, and social media marketing channels such as short video and live broadcast gradually replace the traditional ones. As the data of iiMedia Research showed, in 2019, the scale of online live streaming, short video and mobile social media users in the major sectors of Chinese social media is expected to exceed 500 million. Netizens are most disgusted with the marketing content of SMS and email during 11.11 , with over 40% of them preferring KOL marketing. Currently, live video platforms and video platforms become the new frontier of e-commerce marketing, new marketing strategies such as KOL marketing also began to develop. New marketing strategies pay more attention to the product promotion and customer touch，from the view of marketing costs and products exposure, new marketing strategies are more suitable for promotion festivals of e-commerce, which have short duration and high degree of brand concentration.