启明星计划正式启动：打造中国品牌欧洲市场竞争新高地

Core Insights - The Wildberries "Morning Star" program is guiding Chinese brands to enter a new phase of international expansion, focusing on building trust through cultural engagement rather than just price competition [1][10] - The program aims to address the core issue of Chinese brands being able to sell products abroad but struggling to establish a lasting presence [1][10] Summary by Sections Market Understanding - European consumers prioritize cultural identity, visual language, product details, and service experience over price [3] - Traditional low-price strategies are becoming unsustainable, necessitating a shift towards building "perceptible brand strength" [3] Strategic Initiatives - The program has identified the need for a content-driven approach to brand internationalization, addressing challenges in visual, linguistic, service, and cognitive aspects [3][4] Content Localization - Localizing content is essential, moving from "understandable" to "appealing" by collaborating with local creatives to enhance product presentation [4] - A case study showed a 72% increase in click-through rates and nearly double the time spent on a restructured product page [4] Brand Visual System Upgrade - Upgrading brand visuals is crucial for consumer perception, with initiatives to help sellers transition from a factory mindset to a consumer-focused approach [5] - Effective packaging design significantly influences consumer trust and engagement [5] Social Content Engagement - The program promotes storytelling through social media partnerships, enhancing brand visibility and trust via local influencers [6] - A fashion brand saw a 280% increase in sales after collaborating with local influencers for promotional content [6] Offline Experience Marketing - The initiative emphasizes the importance of physical presence through pop-up experiences in key European cities, allowing consumers to interact with products directly [6][7] Customer Service and Retention - Establishing local customer service centers has improved customer retention, with a notable increase in repurchase rates from 8% to 17% [8] - High customer satisfaction rates indicate successful integration into consumer lifestyles [8] Future Plans - The program aims to create over 300 content sample products and 100 local creator collaborations by year-end, enhancing brand monitoring capabilities [9] - Ongoing partnerships with educational and creative institutions will foster cross-cultural storytelling, engaging European youth in brand narratives [9][10] Conclusion - The Wildberries "Morning Star" program represents a structural upgrade in how Chinese brands approach international markets, shifting from mere sales to building long-term relationships and trust with consumers [10][11]