十年跨境增长实战经验：如何从“中国制造”到“英国信任”？

Core Insights - The 2025 Bay Area Cross-Border New Power Brand Summit was held in Shenzhen, focusing on new opportunities and challenges in brand globalization [1] - The event attracted over 1,000 exhibitors and representatives from cross-border platforms, service providers, and manufacturing companies [1] Market Opportunities - Three major opportunities for Chinese brands in the UK market were identified: 1. Category dividend: There is a real demand for storage furniture, small appliances, fitness equipment, light outdoor products, and pet products due to the small living spaces in the UK [4] 2. Traffic gap: Despite TikTok's threefold growth in the UK, Chinese sellers only account for 15% to 18% of the market, indicating significant potential [4] 3. Premium space: Chinese brands have a cost advantage, pricing approximately 30% lower than local products, which can create effective competitive barriers if product design is differentiated [4] Trust and Consumer Engagement - Trust is the core factor for success in the UK market, with British consumers taking longer to trust unfamiliar brands and preferring authentic content over traditional promotional tactics [4] - The Halara clothing brand successfully reduced return rates to 9% by collaborating with plus-size influencers and mid-tier creators [4] Content Strategy - A validated "three-act structure" for content creation was proposed, emphasizing conflict to spark interest, showcasing product solutions, and using local user testimonials to build trust [5] - Long-term collaboration with Key Opinion Consumers (KOCs) is crucial, as content relevance to user needs drives purchasing decisions more than follower count [6] Localization Strategy - A low-cost entry strategy for brands entering the UK market was recommended, including registering a company for £500 and using free samples plus commissions for influencer collaborations [7] - Brands should prepare samples one to two months in advance and focus on concentrated marketing efforts in cities like London, adapting strategies based on content conversion data [7] Cultural Adaptation - Successful localization requires brands to understand market opportunities through the lens of British consumers, communicate in their language, and optimize user experiences based on cultural habits [9] - Avoiding direct promotional language and using humor or relatable narratives can enhance engagement, while employing local slang and preferred communication channels like WhatsApp can improve customer satisfaction [9]