西窗科技CEO受邀伦敦科技周 探讨海外品牌登陆中国市场新机遇

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Recently, Liu Zhenyu, CEO of Xijing Technology, as a representative of China's digital marketing industry, was invited to participate in the “London Technology Week” Createch 2019 Summit in London, UK, and delivered a keynote speech《当西方遇上东方跨境营销带品牌跨越国界》, targeting overseas brands in the Chinese market. The situation shared the innovative model of cross-border marketing by Xijing Technology using new technology + big data exploration. Over the years, Xijing Technology has used its cross-border service experience for nearly 20 years to help foreign companies break through geographical and cultural differences. In the process of cross-border marketing, they can retain their unique brand genes and integrate into highly developed China. The market is rooted in China.

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Photo: Liu Zhenyu, CEO of Xijing Technology, gave a speech at the Createch conference in London

Opportunities and Challenges Coexisting Cross-border Marketing into Overseas Enterprises “Unfavorable” Breaking Tools

《中国进口发展报告(2018)》)

More and more overseas companies are accelerating the layout of the Chinese market, hoping to use the development dividend of the Chinese market to expand the popularity and influence of their brands in the Chinese consumer group, thus achieving the diversified expansion of the company's scale. However, overseas brands are not always smooth in the Chinese market: the situation of “acclimatism” in the promotion has occurred frequently.

Liu Zhenyu said that this is caused by the failure of foreign brands to deeply understand the differences in Chinese market culture and consumer behavior. In the early days, the Chinese Internet industry model could be called the “Copy To China” model, and most of them were born out of foreign countries. However, this standard methodology and logic has gradually failed in the 20 years that China has been deeply affected by the digital wave. WeChat, vibrato, new retail, social e-commerce. one after another, "Chinese-style media and business transformation" is constantly being born, constantly refactoring the information acceptance habits and purchasing preferences of local consumers. Under the premise of respecting cultural differences, overseas companies need to leverage effective "cross-border marketing", choose localized communication channels, and use advanced marketing technology to overcome the acclimatization.

xx在这种背景下,“跨境营销”的重要性日益凸显。它在了解当地消费市场和与海外公司沟通方面发挥着重要作用。有效的“跨境营销”服务应通过准确地诠释每个用户的行为,提供适合当地情况的综合营销解决方案,从而使企业的组织结构,运营策略和品牌建设更好地融入中国。帮助海外公司“思考全球,行动本地化”,更好地适应中国市场。

技术和大数据使营销能够规划跨境营销的新途径

在数字时代,技术彻底改变了通信方式,基于技术和通信的营销服务使通信更加便捷和高效。在技术的赐福下,品牌所有者可以更准确地了解和瞄准目标消费者,以正确的方式与消费者沟通,并将合适的产品销售给合适的人。例如,LBS广告(基于位置的服务)是由技术产生的新的通信营销模型。

跨境营销新路线。

今天的沟通,跨国和距离障碍早已被技术所打破。即使该品牌在国外,西京科技提供的跨境营销服务也可以帮助客户整合海外和国内数据,为客户提供全面,立体,智能的数字营销策略,帮助国外品牌扎根中国市场。发芽。

在谈到未来的广告形式时,刘振宇表示,随着技术的不断发展,新的场景将在不久的将来取代手机屏幕,成为新的广告载体。尖端技术,顶尖创造力和普及是不可或缺的。的。长期以来,西京科技对传统广告营销不满意,但不断探索人工智能,虚拟现实和混合现实。它希望使用更新的营销技术来检测广告客户的新增长点。

通过双向沟通扩展海外触角,实现互赢

作为世界顶级技术峰会,“伦敦科技周”汇集了来自世界各地的数百家高科技领域的代表公司,进行深层次的碰撞与交流。这一次,西京科技的出现也代表了中国的数字营销产业走向国际舞台,向世界展示了世界领先的数字营销技术。

与此同时,这是West Window Technology伦敦办事处运营一周年。在过去的一年中,Westwind Technology利用伦敦欧洲技术中心带来的地缘政治红利,以伦敦办事处为窗口向英国市场和整个欧洲市场提供品牌信息。公司提供的“跨境营销服务”得到了全国品牌所有者的认可。

未来,西京科技将继续采用数字时代的创新技术和通信方式,结合中国新的营销模式,为全球企业提供更多跨境营销服务,拓展海外业务,实现双向化。国内外交流。赢得对方。

关于West Window Technology

Westwind Technology的前身是Microsoft Online(MSN China)。自2005年以来,微软已为2,000多家中国公司提供海外在线推广服务。核心业务“Bing Export”帮助中国的顶级公司,包括阿里巴巴,JD,中国国际航空和携程网。出海。 2016年8月,为了更好地适应中国市场的需求,公司在内部达成了管理层收购协议(MBO),West Window Technology收购了原微软在线的主要业务和资产。从那时起,西尚科技的业务重点将始终专注于跨境营销,旨在深入定制国内外品牌的跨境营销策略,并协调本地化的营销渠道,以达到最佳的品牌知名度和用户获取规模。

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