Workflow
海外网红营销进化论:流量之外,生态为王
3 6 Ke·2025-05-21 03:07

Group 1 - The Chinese government has approved the establishment of cross-border e-commerce comprehensive pilot zones in Hainan and 15 other cities, reflecting a strong expectation for the "buy global, sell global" strategy in cross-border e-commerce [1] - The industry is transitioning from rapid growth to refined operations, requiring brands to adapt their marketing strategies to overcome cultural differences and flow anxiety, moving from short-term sales to long-term ecological co-construction [1][4] - The global influencer e-commerce growth is slowing, with social media platforms stabilizing in daily active users, leading to increased competition for quality influencer resources [3][4] Group 2 - The cost of acquiring effective traffic is rising, with Facebook's CPM increasing from $8.70 to $9.45, while 60% of U.S. advertisers plan to cut ad spending due to tariff wars [4][6] - The influencer ecosystem is becoming polarized, with top influencers dominating the market, making it difficult for mid-tier and new influencers to gain exposure [3][6] - Brands need to innovate content and engage in the creative process to enhance the value of advertisements, as the Z generation prefers engaging and diverse content over low-quality ads [7][10] Group 3 - Successful case studies, such as realme's Mother's Day campaign in Brazil and Ramadan ads in Southeast Asia, demonstrate the importance of local cultural integration in marketing strategies [8][10] - Companies like BKK are building their own influencer ecosystems, collaborating with various tiers of influencers to create a long-term symbiotic relationship [10][11] - Localization in communication and team structure is crucial for cross-border e-commerce, requiring brands to understand local cultures and regulations [11][12] Group 4 - The future of overseas influencer marketing lies in deep cultural integration, precise matching of influencers and audiences, and continuous optimization of collaboration models [14] - The ability to build an ecological co-existence mechanism between brands and influencers will be a core competitive advantage for cross-border e-commerce in overseas markets [14]