Core Insights - The event "Captain's Night" organized by Amazon Advertising aims to facilitate discussions among leaders of Chinese cross-border e-commerce brands, focusing on global brand expansion and the importance of integrated marketing strategies in the current consumer landscape [1][2] - Amazon China's Vice President Yang Tong emphasized that brand building is essential for sustainable sales growth, indicating a shift from a sales-driven approach to a brand-centric model in cross-border e-commerce [2][8] Group 1: Event Overview - The "Captain's Night" event took place on December 7, featuring discussions on the evolution of cross-border e-commerce and the need for brands to adapt to a new era of marketing [1] - The event also marked the launch of the second session of the Amazon Advertising Outbound Executive Program, which includes courses on consumer insights and leadership [2][9] Group 2: Marketing Evolution - The transition from a "selling era" to a "branding era" in cross-border e-commerce highlights the need for brands to focus on long-term value and customer experience [1][8] - The traditional linear shopping funnel is being disrupted by non-linear consumer behavior, with consumers engaging in multiple "micro-moments" throughout their shopping journey [4][5] Group 3: Consumer Insights - Research indicates that 75% of consumers consider shopping multiple times a week, reflecting a shift towards a continuous shopping mindset [5] - 54% of consumers discover brands through entertainment content, showcasing the integration of shopping with daily life and the importance of engaging advertising [6][7] Group 4: Brand Strategy - The success of cross-border brands hinges on effective brand building, as sales without brand support are deemed unsustainable [2][8] - The rise of streaming media presents a significant opportunity for brands to enhance their visibility and connect with consumers in innovative ways [8][9] Group 5: Future Directions - The "Captain's Plan" aims to provide ongoing support and resources for Chinese brands as they navigate global markets, emphasizing the importance of brand-centric strategies [9][10] - The evolution of consumer behavior and marketing strategies necessitates that brands embrace a holistic approach to marketing, integrating various channels and consumer insights [7][9]