On October 22, the two-day 1688 Entrepreneurship Meeting came to an end in Shenzhen. Kiko Zheng, the head of business of Yeahmobi, shared useful content at the meeting, and exchanged views with celebrities from all walks of life to discuss cross-border business experience.

01 Going abroad: where to start? How do I discover the market?

In the wave of globalization, enterprises set sail and have footprints on all continents of the world. The in-depth analysis of the regional market before going overseas has become an indispensable part of the company's internationalization strategy. In view of regional differences, Europe, North America, Southeast Asia, South America and the Middle East each have their own unique development potential, and these regions have their own competitive advantages in multiple tracks such as cross-border e-commerce, pan-entertainment industry, consumer electronics and automobile manufacturing. Overall, traditional overseas destinations such as North America and Western Europe have the widest layout, and emerging markets such as Southeast Asia, South America, and the Middle East have the fastest development. Therefore, accurately grasping the regional characteristics of going overseas and gaining in-depth insight into the unique advantages and development trends of each regional market have become the key to the company's overseas strategy.

◆Southeast Asia: The Southeast Asian market is showing unprecedented potential for e-commerce development, and the growing middle class is leading the profound transformation of consumer demand in the region. Although local after-sales service has not yet become the standard in the market, and there is a lack of specific consumer protection regulations, for enterprises entering the Southeast Asian market in the future, if they can take the lead in providing a full range of after-sales services, they will enhance their brand attractiveness and competitiveness in the fierce market competition.

◆ Europe: The European market is known for its diverse cultural background and differentiated living standards, among which Western Europe is economically developed, while Eastern Europe is relatively lagging behind. This geographical and cultural diversity has profoundly influenced the shopping habits of European consumers. It is worth noting that despite the boom in e-commerce in Europe, the relative lag of the logistics system has made many consumers retain the habit of "choosing products online and shopping offline". Overseas enterprises can consider building physical stores or local warehouses to meet the shopping needs of European consumers.

◆North America: Countries in North America pay attention to traditional Christian holidays, and Christmas, Thanksgiving, etc. have become the peak shopping periods for North American consumers. With the widespread popularity of smart devices, consumers in North America have gradually developed the habit of spending on mobile terminals, which provides a broad online market for overseas enterprises.

◆South America: The development of information technology in South America is lagging behind, but the consumer market has high growth potential. As the largest consumer market in South America, Brazil is generally young and more receptive to overseas brands. At present, the long logistics time is the primary consideration of overseas enterprises.

◆Middle East: The Middle East is one of the regions with the largest young population in the world, and will be able to enjoy a relatively rich demographic dividend in the next 30 years, which is suitable for the development of the medium and long tail of corporate brands. Due to the influence of religion, there are many taboo elements in the Middle East, and enterprises need to focus on local customs and habits when going overseas, and at the same time distinguish experiential and practical shopping experiences according to social classes. In addition, due to the impact of offline distance, the local community has 8.4 social media accounts per capita, and online social media marketing has huge potential.

02 Login: How to deeply understand the target market?

 After an in-depth analysis of the target market, another major challenge for companies is how to navigate the market accurately and efficiently. At the meeting, Kiko Zheng, Head of Business of Yeahmobi, eclicktech, explained how Yeahmobi skillfully integrates data and technology to work with partners to break through geographical restrictions and achieve global brand growth with practical cases of "How TORRAS Opens the Middle East Market through Hot Spot Marketing" and "Cudi Coffee's 10,000-Store Plan".

 TORRAS: Opening up the Middle East market with hot marketing

 According to BPG Group and YouGov, 85% of millennials in Arabia and the U.A.E. follow at least one social media influencer, and KOLs have become their go-to channel for exploring new products. With the deep penetration and widespread adoption of social media such as Instagram and YouTube in the Middle East, the influencer marketing industry in the region has ushered in unprecedented development opportunities. In this context, with the help of innovative sales channels and unique interactive gameplay, the clever integration of brands and sports events can not only make brands stand out in the fierce market competition, but also maximize marketing effects.

 Coolify2 is TERRAS' halterneck air conditioner product introduced to the Middle East, Yeahmobi started with hot events, combined creative content and social media, and entered the niche market segment of TERRAS, promoting the concept of youthful brand while increasing product awareness and sales. First of all, through interactive quizzes, consumers' enthusiasm for participation is stimulated, and the interaction and stickiness between brands and consumers are enhanced. During the World Cup, we will invite different fields to conduct Hu winning team guessing activities on the main line, using product benefits as a gimmick to fully mobilize the enthusiasm of users and promote offline drainage; Secondly, with the practicality and carry-on of the product as the main entry point, the vertical bloggers are matched according to different characteristics, and the evaluation is carried out in combination with the World Cup, so as to display the use scenarios and advantages of the product from multiple dimensions; Finally, reinforce the product features with interesting and informative content, and hit the main points of users in a short period of time through viral spread.

 COTTI: Open the brand market from 0 to 1

 How can brands quickly seize the minds of users when they open the market from 0-1? Taking COTTI Coffee as an example, when faced with the problem of low brand recognition and difficulty in competing with localized coffee brands, the Yeahmobi team used top media as the brand position. First of all, we selected overseas core media platforms (Associated Press, Financial Post, Seoul News, Indonesia News, Blogto, etc.) to export differentiated content with an online communication strategy that speaks for the brand with all types of media. The phased release covers more than 1,000 media outlets around the world, reaching more than 1 billion users around the world.

Secondly, the Yeahmobi team takes KOL marketing as the entry point of the overall play, and through insight into the markets in different regions, they match different types and age groups of influencers who meet the brand tonality, such as Lianzong celebrities, coffee lovers, and food experts, so as to achieve the largest circle of audience coverage. At the time of content creation, through the setting of keywords such as coffee lovers and sweet girls, a more comprehensive and three-dimensional image of COTTI Coffee is displayed in front of consumers. Finally, the Yeahmobi team focused on private domain traffic and drove traffic to the official account by customizing creative content. On October 22, on the second anniversary of the opening of the first store of COTTI Coffee, the number of stores worldwide exceeded 10,000.

In the lively exchange and collision, the 1688 Entrepreneurship Meeting came to an end in Shenzhen. Through years of service experience and a professional operation team, Yeahmobi is able to keenly analyze the pain points of customers going overseas, realize personalized advertising customization and accurate delivery on the basis of effect marketing, and ultimately achieve ROI growth. In the future, Yeahmobi will continue to provide customized digital integrated marketing solutions for more overseas enterprises with customized optimization strategies, strong localized media capabilities and a full range of aggregated traffic services!