The document is the "2025 Cross-border E-commerce DTC All-stage Marketing Winning White Paper" jointly released by Meta and Kantar. It mainly focuses on the cross-border e-commerce DTC model, and from four major dimensions—marketing, creativity, brand, and support system—it customizes marketing strategy systems for DTC sellers and brands at different development stages going overseas, helping with long-term brand building and business growth. The following are the specific contents:
-Industry Landscape:
-Market Scale: In 2024, the total import and export volume of China's cross-border e-commerce reached 2.63 trillion yuan, a year-on-year increase of 10.8%. Export retail sales continued to grow, with mature e-commerce models in developed markets such as North America and Europe, and rapid growth in emerging markets such as Southeast Asia and the Middle East.
-Growth Drivers: Strong overseas market demand, significant supply chain advantages, strong policy support, technological upgrades optimizing experience, and continuously strengthened cooperation mechanisms.
-Challenges: Tariff impacts, product homogenization, intellectual property protection, data security, and privacy protection issues.
-DTC Model Development Stages:
-Transition Period: Exploring the DTC model, taking the first step in sales through data-driven analysis and marketing-empowered product testing.
-Initial Stage: Determining market and category direction based on marketing ROI, carrying out diverse marketing activities to boost sales.
-Growth Stage: Implementing localized and high-end marketing, expanding scale, and increasing prices.
-Mature Stage: Building a multi-brand matrix, integrating omni-channel marketing, and achieving dual growth in sales and profits.
-Marketing Strategies:
-Core Marketing Strategies: Different strategies are adopted at different stages, such as marketing-empowered product testing during the transition period, ROI-based direction setting and diverse activities to boost sales in the initial stage, etc.
-Core Creative Strategies: Including exploring diversified creative forms, leveraging influencers to go viral, and localized communication.
-Core Brand Strategies: From positioning and image building to localized renewal, authoritative certification, and then to co-branding breakthroughs and IP creation.
-Core Support System Strategies: Involving project team building, budget allocation, dedicated positions, application of AI tools, etc.
-Success Cases: The document lists several successful DTC brand cases, such as Lilysilk, Totwoo, BloomChic, etc., demonstrating the effects of different strategies in practical application.
