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The influence of live broadcast on foreign trade
Source: | Author:Anna Qu | Publish Date :2021-04-08 | 9 Times Viewed: | Share:
The influence of live broadcast on foreign trade
Since 2020, live broadcasting seems to have become a hot spot for Internet e-commerce. Many people want to get a piece of it because of the multi-media rendering, various successful cases, the influx of Internet Celebrities, entrepreneurs and star artists, and the repeatedly high public data.


There are two reasons. First, under the epidemic situation, the traditional foreign trade exhibitions have to stop, and it is an inevitable choice to turn from offline to online. Now even the Canton Fair has been turned to online. Second, live broadcasting with goods is the current trend. How popular is it in China? Once the exhibition is online, how can we connect with customers? Of course, it's live. It's just English, and the audience is foreigners.



For C-terminal cross-border e-commerce, many products are not suitable. Only gifts, consumer goods, daily necessities, electronic products and so on that the general public will be interested in can create a scene and use atmosphere through e-commerce live broadcast, so that customers can have a sense of substitution, and then convert orders.



Among them, I think only products that meet the following conditions can promote cross-border e-commerce sales through live broadcasting.


Small and light (low logistics cost)


High gross profit (good price)


Replicable (can increase capacity)



Chinese people may particularly like e-commerce shopping, which is ahead of the world. However, in the United States and Europe, although the trend is rising, it does not exceed the real consumption.


In other words, consumption in developed countries is still relatively traditional, and most consumers prefer offline scene experience. When Americans buy clothes, they mostly choose department stores, supermarkets and specialty stores. Online shopping is often just a supplement, which is also related to their high logistics and labor costs.


China's market is centralized, one city, high-density population and apartment houses, so that logistics companies can be located in different areas, and then within a certain radius, distribution of goods, in order to save costs. However, the situation in the United States is different. Except for a few big cities, most of the residents are scattered and dot distributed over a vast territory. How to distribute logistics? The cost will become very high.


In China, a buyer in Hangzhou can buy a piece of clothing from a merchant in Guangzhou. If it is not suitable, it can be returned quickly. The logistics speed is very fast, and the round-trip cost may only be two dollars.


However, if the distance radius is widened, the buyer in Los Angeles, who bought a $30 auto suit from a business in Shanghai, China, chose the option of business package mail. You know, between China and the United States, the express cost of a car and clothing may be more than $20. How can businesses deliver goods to customers without losing money? Maybe we will consider charging customers for freight. As a result, customers have to wait for a whole month to get the car clothes, including logistics and customs clearance and inland transportation in the United States.


Then if the size of the car clothes is not suitable, do you need to return them for replacement? Do you want to send it back to China and send it again? Time and logistics costs become impossible tasks. In this way, consumers' shopping experience is actually very bad. They buy cars and clothes, but they can't use them.


Therefore, with the development of cross-border e-commerce, live broadcasting can improve the sales of some products, which is certain, but it must be within a controllable range, rather than the explosive growth that many friends imagine.


In my opinion, live broadcast is just a way of marketing, a trigger point, an opportunity to show, that's all.


The essence of trade is definitely the communication between people, the business negotiation, the demand discussion, the balance of supply chain and the selection of suppliers. The essence of the exhibition is more about connection, that is, commercial connection. Suppliers and customers can be contacted and contacted under this platform.


As for whether an order can be converted after contact, it is related to many factors, as well as testing the negotiation ability of suppliers, product characteristics and various reasons. Live selling in the foreign trade industry may not be as effective as video conference after early communication and mutual interest.


Traditional foreign trade can not die out, and business cooperation will not stop. Perhaps in the future business society, various models will emerge one after another, and even new technologies that we can't imagine today will appear. But the principle of comparative advantage will always exist. Any country needs to export and import, and the international division of labor will be more complex and diversified.