Core Viewpoint - Small and medium-sized enterprises (SMEs) are becoming significant players in international trade, but they face challenges such as low brand recognition and high consumer trust barriers in overseas markets. Balancing short-term sales conversion with long-term brand building is essential for SMEs venturing abroad [2][4]. Group 1: Current Market Dynamics - In 2024, there are 645,000 foreign trade enterprises in China, with SMEs accounting for over 70% of this total [2]. - The traditional focus on sales over brand building has led many companies to adopt a "goods for cash" strategy, which can result in a vicious cycle of rising traffic costs and low repurchase rates [4]. - A study tracking 700 brands over 12 years indicates that the effectiveness of performance advertising diminishes over time, suggesting that solely focusing on performance ads is not a sustainable strategy [4]. Group 2: Importance of Brand Building - 68.6% of advertisers believe that brand communication effectiveness meets or exceeds expectations, highlighting a shift towards valuing brand building [4]. - Global consumers are willing to pay a premium for trusted brands, with 87% indicating they would do so [4]. - Establishing consumer trust is crucial for achieving brand premium and long-term profit growth [4]. Group 3: Evolving Advertising Strategies - Advances in advertising technology have made it easier to quantify the effectiveness of brand advertising, moving away from the "blind box" approach [6]. - The new brand export model emphasizes precise ad placement, direct consumer interaction, and personalized services to create beneficial connections [6]. Group 4: Consumer Behavior Insights - Modern consumer shopping journeys are increasingly non-linear and fragmented, requiring brands to build cohesive recognition across multiple touchpoints [8]. - Consumers typically interact with brands through 20 to 500 touchpoints during their purchasing process, necessitating a comprehensive marketing strategy [8]. Group 5: Amazon's Marketing Solutions - Amazon's full-funnel marketing solution addresses the non-linear consumer journey by creating a complete loop from awareness to consideration to purchase [9]. - The effectiveness of integrated multi-channel advertising campaigns is nearly 60% higher than single-channel efforts [9]. - Amazon's advertising solutions, including self-service streaming TV ads, provide SMEs with low-barrier, high-efficiency options for brand building [10][13]. Group 6: AI and Efficiency in Advertising - Amazon's AI-driven marketing suite enhances advertising efficiency by predicting audiences likely to convert based on advertising goals [13]. - The integration of AI tools allows SMEs to create effective advertising materials without the need for large teams or high budgets, thus supporting their brand-building efforts [17].