At the end of November every year, just after the traditional Western holiday of Thanksgiving, the annual "Black Friday" comes. This shopping festival, which is known as "Double 11" overseas, is a carnival for many consumers at home and abroad. In recent years, many consumers have found that more and more Chinese products were bought during the "Black Five" period, as well as Chinese brands and even the "Babang" e-commerce platform, which have harvested a number of overseas fans. And behind the "black five" of Chinese sellers' gold rush, it is a vivid portrayal of foreign trade enterprises constantly "going out" and taking root. During the "Black Five Year Plan" this year, our reporter interviewed three foreign trade enterprises and listened to their stories about the "sailing" of Chinese brands. Tianke Intelligent Technology - "The cognition of consumers in different countries determines our promotion strategy." Just after the domestic "Double 11", Tianke ushered in an overseas shopping festival. Leng Ling, CEO of Tianke Intelligent Technology, said, "This year is the fifth time that we have participated in the Black Five. Since it started early, the sales volume of the whole Black Five cycle has accounted for 17% of the whole year." At the end of 2018, Tyco participated in the "Black Five" promotion of Amazon in North America for the first time. It was also that year that Tianke began to lay out its overseas market. This enterprise, headquartered in Suzhou, Jiangsu Province, mainly sells intelligent living appliances, and has a relatively mature R&D level since its birth. Unlike some brands that win by price, Tianke aims at middle and high-end positioning when it first enters the overseas market. However, the competitors that Tianke faces are some old brands from western countries, and some enterprises have a history of more than 100 years. This young brand will sell relatively expensive products as soon as it enters the market. Can consumers pay? "In fact, when we participated in the" Black Five "in the first year, there was a vacuum cleaner that had a very good response. Up to now, it is still a best seller in Wal Mart stores." Leng Ling said that the reason behind this was "a very full market research". It turns out that at the beginning of Tianke's launch, it focused on online channels, with Amazon stores in the United States, Germany, France and other places. In order to better understand the overseas consumer groups, the team adopted the most primitive "stupid method": check the Amazon store evaluation one by one. With the continuous accumulation of users and team experience, Tianke's research scope has also expanded from users' evaluation of the product's own functions to users' understanding of the family of several people, the cleaning frequency of the family, whether there are pets, etc. "Consumers' demands and family living environments vary from country to country. We will not simply push the same product to all markets." Leng Ling said, "For example, we found that consumers in southern Europe mainly use hard floors in their homes and rarely use carpets. In areas with low temperatures, such as Canada and Britain, they usually like to cover carpets in large areas. For the latter, we have specially developed a carpet cleaning machine, which can intelligently judge whether the carpets in consumers' homes are dry or not, and automatically adjust the suction and water output to the most appropriate level to ensure the cleaning effect." Not only are the products launched by countries and regions different, but even for the same product, Tianke's promotion strategies will focus on different cultures and consumption habits. In Germany, Tianke's advertisements on Halloween are different from those in the United States
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Source：http://paper.people.com.cn/rmrbhwb/html/2022-12/06/content_25952797.htm
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