Based on the dual drive of supply and demand, content marketing has become an important part of Chinese brands' going overseas and globalization, and the new growth point of brand content marketing is focusing on the growth of the influence of social media platforms. Observation of China's cross-border e-commerce overseas marketing.
The new growth point of brand content marketing is focusing on the growth of influence on social media platforms, and BrandOS scores provide a unified and objective reference coordinate for brands on the homepages of major social media platforms by quantifying the core demands and development characteristics of Chinese enterprises going overseas.
The core metrics of BrandOS scores include Page metrics such as the number of followers and Page age, as well as post metrics such as the number of interactions. For different social media platforms, the core reference indicators and weights of BrandOS scores are also different based on the different forms of audience interaction on the platforms. The BrandOS score of each social media platform is composed of "basic score + excellent homepage score", and the comprehensive score is finally calculated through a certain algorithm logic.
Most of the overseas mainstream social media platforms complete content release and marketing communication in the form of graphics, texts or videos, and most of the core users are young people, among which Instagram and X (formerly Twitter) users have a relatively high youth rate, and users under the age of 30 account for more than one-third.
Among the top 15 cross-border e-commerce platform BrandOS scores, apparel platforms account for 66.7%, about twice that of comprehensive platforms, and the top 3 cross-border e-commerce platforms BrandOS scores are Temu, SHEIN and PatPat, which are comprehensive cross-border e-commerce platforms and apparel and maternal and infant vertical platforms, respectively.
Among the top 73 cross-border e-commerce brands in the BrandOS score, the number of apparel brands is the largest, with a total of 64.4% of "clothing + accessories", and about one-third of other brands. The top 3 brands in the cross-border e-commerce BrandOS score are UNice, SHEGLAM and Huazhi, which are jewelry, clothing and personal care beauty brands, respectively.
In the top 100 cross-border e-commerce BrandOS scores, the regions with a high proportion of e-commerce platforms in the overseas market distribution of social media homepages are South Africa, South Asia and Southeast Asia, accounting for 100%, 83.3% and 77.1% respectively, and the regions with a high proportion of e-commerce brands are 83.3% in West Africa, 62.3% in Latin America and 60% in Asia
Among the top 3 scores of cross-border e-commerce platform BrandOS, the social media homepage of Temu, a comprehensive e-commerce platform, has the largest number in Europe, accounting for 57.9%, followed by the global opening, accounting for about 18.4%, and the social media homepage of the clothing e-commerce platform SHEIN and the maternal and child e-commerce platform PatPat are both open to the world, accounting for 25.7% and 38.6% respectively.
The impact of the number of posts and post interactions on the OS score of social media homepage: The number of posts and the number of post interactions have a certain impact on Temu's OS score, and the comprehensive correlation has a significant impact.
Through the observation of the regional distribution of the top 100 social media homepages of cross-border e-commerce BrandOS, it can be seen that the top two popular regions for the distribution of cross-border e-commerce platforms and brand social media homepages are Europe and Southeast Asia, on the one hand, because the consumption willingness and purchasing power of residents in these two regions are relatively strong, and the acceptance of online consumption and online social networking is relatively high, and on the other hand, it is also due to the relatively mature development of cross-border e-commerce in these two regions. Suggestions for cross-border e-commerce platforms and brand merchants to choose overseas social media marketing markets: 1. In-depth investigation of the local policy background and business environment to accurately predict the feasibility of market entry and risks and challenges, 2. Fully investigate the portraits and consumption habits of local core user groups, and then reasonably analyze the suitability of products and services with local mainstream audiences.
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