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In recent years, China's cross-border e-commerce industry has grown rapidly. According to data, the scale of China's cross-border e-commerce has reached 1.92 trillion in 2021. The strong industrial foundation makes Chinese products extremely cost-effective and very popular in the overseas e-commerce market. However, over time, Chinese products have become synonymous with cheapness and imitation . Starting from 2021, cross-border e-commerce has entered a new era of brand going overseas. In the more than one year so far, more and more Chinese brands have emerged internationally. These brands no longer rely on low prices as a selling point, but rely on differentiation and prominence to gradually establish brand awareness and influence.
Kantar announces the top 50 Chinese global brands in 2022 It is learned that Kantar BrandZ, a world-renowned brand ranking, recently released its sixth " BrandZ China Global Brands " research report at Google's annual event Think with Google 2022 , announcing this year's top 50 global brands and growth star list.
▲ Image source: Google and Kantar BrandZ China Global Brand Report There are a total of 5 Chinese cross-border e-commerce companies on the list, and their brands and rankings are as follows: ▲ Image source: Google and Kantar BrandZ China Global Brand Report
In recent years, fast fashion brand Shein has gained great popularity among Generation Z in the United States with its low prices and diverse trendy clothing. In addition to being the cross-border e-commerce with the highest brand power, Shein has also surpassed Amazon in the " U.S. Shopping App Download List in the First Half of 2022 " to become the most popular online shopping app in the United States . It is reported that Shein's valuation will reach US$100 billion after the latest round of financing this year . ▲ Image source: Google and Kantar BrandZ China Global Brand Report Anker Innovations, a hot seller of electronic products, is quite popular in overseas markets. Unlike most domestic brands, Anker has been pursuing independent research and development since 2012. Its R&D investment has increased 10 times in a few years. In 2019, the R&D expenses reached 390 million yuan ! This is 5 times that of similar companies ! Due to its focus on innovation, Anker Innovations has more than 600 patents to date. In 2021, Anker Innovations' revenue exceeded 10 billion yuan, reaching 12.574 billion yuan, a year-on-year increase of 34.45%; at the same time, its profit was close to 1 billion yuan , a year-on-year increase of 14.70%. ▲ Image source: Google and Kantar BrandZ China Global Brand Report Aukey Technology mainly produces consumer electronics and mobile technology accessories. It has created brands such as Aukey, Tacklife, Aicok, Homfa and Naipo in the fields of 3C digital, power tools, smart home appliances, etc. In 2018, Aukey's total e-commerce operating revenue was 5.076 billion yuan , a year-on-year increase of 35.83%. Its product sales channels are mainly third-party platforms. Before the Amazon ban in 2021 , the company has always been one of the highest-ranking global sellers on the Amazon platform . ▲ Image source: Google and Kantar BrandZ China Global Brand Report Lightinthebox is one of the earliest independent brand websites in China's cross-border e-commerce. As early as 2013 , Lightinthebox was listed on the New York Stock Exchange as the " first stock of China's cross-border e-commerce ", while the two e-commerce giants Alibaba and JD.com, which are well known to us today, were listed on the US stock market in 2014. Although Lightinthebox has not developed smoothly since its listing, it still occupies a place in the international market. According to its first quarter 2022 financial report, the company's revenue for the quarter was 93.76 million yuan . ▲ Image source: Google and Kantar BrandZ China Global Brand Report FlexiSpot, ranked 48th, belongs to Leckey Ergonomics Technology Co., Ltd. At first, Leckey was just a small factory producing mobile phone holders, and later gradually developed into computer display holders, office chairs and other products related to "ergonomics". In 2021, the sales of Lechuang's own brands accounted for 64.66% , and achieved operating income of 2.871 billion yuan , a year-on-year increase of 47.95%. In recent years, Lechuang has begun to serve as foreign trade infrastructure, built a large number of overseas warehouses, and even claimed in February this year that it would spend 200 million yuan to build its own cargo ship ! The rapid development of Chinese brands overseas has also made the government see the brand value in the cross-border e-commerce industry. In order to ensure that domestic cross-border sellers have a smoother path to overseas expansion, the Shenzhen Municipal Bureau of Commerce has listed " cross-border e-commerce independent sites " as a separate reward project in its latest special support policy . Shenzhen government sets up special rewards for independent sites, with a maximum bonus of 2 million As a leading city for cross-border e-commerce, Shenzhen has been continuously introducing favorable policies for cross-border enterprises, and sometimes even directly giving cash rewards . It is learned that on July 22, the Shenzhen Municipal Bureau of Commerce issued the "Notice on the Application for the 2022 Central Foreign Economic and Trade Development Special Fund (Cross-border E-commerce Enterprise Market Development Support Matters)".
The content of the notice shows that in addition to meeting the basic conditions, there are three special conditions for applying for the bonus, namely: cross-border e-commerce independent station project, cross-border e-commerce public overseas warehouse project, and cross-border e-commerce digital application project . ▲ The picture comes from Shenzhen Government Online Among the three rewards, the construction costs of overseas warehouses and business digital applications are too high, and the most likely bonus for sellers is the cross-border independent station project. According to the notification: For independent station projects that are applied for the first time and meet the application conditions, each project will be awarded 2 million yuan ; for independent station projects that are applied for the second time and meet the application conditions, each project will be awarded 500,000 yuan . 2 million may not be worth mentioning in the eyes of long-time cross-border sellers, but it is a considerable sum of money for brand sellers who are still in the early stages. It is reported that the online application period for reward applications is from July 28, 2022 to August 9, 2022 , and it has been open as of the date of this article. Sellers in Shenzhen can prepare relevant materials and apply on the government-designated website.
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