关税风暴下外贸企业的自救：依托电商直播出口转内销逆风翻盘

Core Viewpoint - The article discusses how Chinese foreign trade companies are adapting to the impact of U.S. tariffs by shifting focus from exports to domestic markets, leveraging e-commerce live streaming as a key strategy for sales growth [1][5][10]. Group 1: Impact of Tariffs - The U.S. tariffs have significantly affected Chinese foreign trade companies, prompting many to reduce their reliance on the U.S. market and explore domestic and non-U.S. markets [1][10]. - For instance, the share of U.S. orders for Times Group has decreased from 60% in 2013 to 20% in early 2023, indicating a strategic shift in response to tariff pressures [2][10]. - Companies like Qianhuan Trading have seen a one-third reduction in export business due to tariffs, leading to a reallocation of resources towards domestic market development [2][3]. Group 2: E-commerce Live Streaming - E-commerce live streaming has emerged as a powerful tool for companies to boost sales and reach domestic consumers, with Times Group reporting sales of over 30 million yuan in April through live streaming [6][5]. - The rapid sales growth attributed to live streaming is highlighted by Qianhuan Trading, which achieved over 17 million yuan in sales during a single live stream event [6][5]. - Platforms like Douyin (TikTok) have initiated support programs for foreign trade brands, resulting in a 77% year-on-year increase in transaction volume for participating brands [6][5]. Group 3: Product Quality and Market Adaptation - Companies emphasize the importance of high-quality products to succeed in the domestic market, with a consensus that understanding local consumer preferences is crucial [7][9]. - Qianhuan Trading has adapted its product offerings to meet domestic demands, focusing on stylish and multifunctional designs, which has led to successful sales [8][9]. - The article notes that domestic consumers are increasingly recognizing and valuing domestic brands, moving away from a sole focus on luxury imports [9]. Group 4: Government Support and Future Outlook - The Chinese government has implemented measures to assist foreign trade companies in navigating the challenges posed by tariffs, including organizing trade events and providing financial support [10][11]. - Despite government efforts, companies express the need for self-reliance and adaptability to seize opportunities in the changing market landscape [10][11]. - Experts suggest that companies should continue to explore domestic and non-U.S. markets as a long-term strategy to mitigate risks associated with international trade tensions [11].