Research On Brand Internationalization Based On Cross-border E-commerce

After four decades of reform and opening up,China has made remarkable achievements in economic development,from the original "Poor Country" to today’s "Global Manufacturing Center" and "World Factory",China is playing an increasingly important role in the world stage.Looking around the world,the number of enterprises and brands in China now ranks the first in the world.However,an embarrassing fact is that Chinese brands are rarely known abroad and their competitiveness is quite weak.We know that building a well-known brand is an important part of an enterprise’s sustainable development.In the process of economic globalization,if Chinese enterprises want to seize the commanding heights in the competition with enterprises from other countries,brand internationalization is an inevitable process.Huawei,Haier,Xiaomi and Gree,the large enterprises go abroad smoothly realized brand internationalization experience for our Chinese small and medium-sized enterprises,have reference value,but the effect is not very big,because a very fundamental reason,before the large enterprises in the brand internationalization has plenty of capital accumulation,and the vast number of small and medium-sized enterprises,there is no such conditions,so their path is not suitable for small and medium-sized enterprises.How to find a way to make smes directly participate in the international competition lane overtaking to achieve brand internationalization? This is the focus of this paper.Through investigation and research,it is found that cross-border e-commerce is a shortcut for smes to achieve brand internationalization.By using cross-border e-commerce channels,our enterprises can sell products directly to foreign consumers,reduce intermediate links,make it more convenient for foreign consumers to buy Chinese products,and cultivate loyal product users and fans.It is precisely by seizing the opportunity of cross-border e-commerce that Anker has realized the internationalization of its brand,making it the upstart of Chinese brands going abroad in just a few years.This paper will make an in-depth analysis of Anker’s brand internationalization strategy based on the experience of successfully building international brands through cross-border e-commerce and relevant theories of brand internationalization,dig out the differences between it and traditional Chinese enterprises’ brand internationalization path,and finally provide relevant Suggestions for the majority of small and medium-sized enterprises on brand internationalization.