I. Introduction In recent years, with the implementation of favorable national policies such as "the Belt and Road Initiative" and the call for Chinese brands to "go global", and the gradual fading of the demographic dividend in the Chinese e - commerce market, many brands have set their sights on overseas markets. TMO has collated successful cases and solutions for cross - border export e - commerce.

II. Chinese Cross - border E - commerce Brands Going Global

1. SHEIN (Xi Yin)
   • Global Ranking and Business Model
     • SHEIN was founded in 2009 and has fully built its exclusive website shein.com. As an international B2C fast - fashion e - commerce company, it mainly deals with fashion items like women's clothing. In the latest rankings, it has broken into the top 3. In May 2023, SHEIN officially launched a platform model, allowing global third - party sellers to join. It was included in the "2023 Global Unicorn List" with a value of 450 billion yuan, ranking 4th.
   • Market Expansion and Performance
     • SHEIN is present on multiple international mainstream e - commerce platforms such as Amazon and AliExpress. Its sales exceeded 20 billion yuan in 2019, and in recent years, its transaction volume growth rate has remained above 100%. In August 2020, SHEIN's Lingtian Technology completed over 100 million US dollars in Series E financing. In the US, its market share in the fast - fashion sector soared from 7% in January 2020 to nearly 30% in June 2021.
     • In 2022, SHEIN was selected as one of the top 50 innovative Chinese companies by Forbes. In 2023, its profit exceeded 2 billion US dollars, showing a significant increase compared to 700 million US dollars in 2022 and 1.1 billion US dollars in 2021. In September 2023, it was included in the "2023 China's New Economy Unicorn Enterprise Top 100 List" released by iiMedia Ranking, ranking 3rd with a post - investment reference valuation of 429 billion yuan. However, in the first half of 2024, its revenue growth rate decreased from 40% last year to 23%, and the profit margin dropped from 8% to 2%, indicating a slowdown in growth. Its cross - border independent station is developed based on Shopify.
2. Anker (An Ke)
   • Brand Profile and Product Range
     • Anker is one of the domestic cross - border e - commerce enterprises with hundreds of millions in revenue. It is a well - known Chinese smart charging brand under Anker Innovation in foreign markets. Its products cover smart digital peripherals such as power banks, chargers, data cables, and Bluetooth peripherals. Anker Innovation has also created self - owned brands like Roav (car DVRs), Nebula (smart projectors), and Eufy (vacuum cleaners), and has excellent performance in fields such as smart charging, smart home, and smart voice.
   • Market Reach and Awards
     • Anker's products have been sold to more than 100 countries and regions around the world, with over 80 million users. It has won 21 industrial design awards such as the German Red Dot Design Award and the iF Design Award, and has received the "Outstanding Made in China Award" issued by Amazon globally. In May 2021, Anker officially entered the Chinese market with a high - profile press conference.
     • In the first half of 2024, Anker Innovation achieved operating income of 9.648 billion yuan, a year - on - year increase of 36.55%. According to the "2024H1 China Cross - border E - commerce Brand Influence Top 100 List", Anker Innovation ranks second in terms of market influence, comprehensively considering search popularity, natural traffic of independent stations, and Amazon search volume.
3. Realme
   • Brand Establishment and Product Focus
     • Realme is the youngest brand on this list, founded on August 28, 2018. It is a technology brand focusing on providing high - quality smartphones and AIoT products, aiming to enable global young people to purchase smart products with superior performance and trendy designs at reasonable prices. In 2021, its global mobile phone sales exceeded 60 million units.
   • Global Expansion and Market Coverage
     • Realme adopted a cross - border and overseas expansion strategy from the very beginning. In 2018, the Realme 2 was officially launched in India, selling 200,000 units in just 5 minutes on the Indian e - commerce platform Flipkart, breaking the platform's single - product sales record for mobile phones. In Thailand, Malaysia, and Vietnam, Realme has achieved remarkable results on e - commerce platforms such as Shopee and Lazada. In subsequent years, it has entered the European market, launching new products and conducting sales in countries such as Spain, Italy, and France.
     • Realme's independent brand mall has up to 40 regional sites, supporting multiple languages and payment methods, providing a convenient consumption experience for global users. Now, Realme has covered 61 markets around the world, including China, India, Russia, Southeast Asia, Europe, Oceania, the Middle East, and Africa. Its cross - border e - commerce brand independent station also supports up to 40 multi - language and multi - currency sites globally.
4. WORX
   • Brand Origin and Product Line
     • WORX is an international high - end power tool brand founded by Positec Technology (China) Co., Ltd. for professional users. In 2004, the WORX power tool brand was first introduced to overseas markets, and in 2007, it successfully returned to the Chinese domestic market, winning the unanimous approval of domestic distributors and end - users.
   • Market Presence and Marketing Strategy
     • In North America, WORX products can be found in many major retailers, including Lowe's, Walmart, and Costco. So far, WORX has been sold in countries such as the UK, Denmark, Sweden, Norway, Thailand, Malaysia, and South Korea. The WORX brand consists of many lawn and garden tools, and its flagship product is the WORX GT, a lightweight electric trimmer.
     • WORX's cross - border e - commerce independent station is fully functional, showing the rich features of its products from multiple perspectives. WORX has cooperated with a large number of mid - tier influencers, using social media platforms for brand exposure while controlling costs. It has collaborated with many mid - tier influencers on TikTok, leveraging the platform's large user base and excellent distribution mechanism for brand promotion. TikTok's video content format is naturally suitable for displaying DIY - type videos, which usually have the attributes of stress relief and attention - grabbing.
5. POCO
   • Brand Ascent and Market Positioning
     • POCO is a newly listed brand this year. In the overall ranking of Chinese global brands, it has risen from outside the top 50 last year to 37th. As part of Xiaomi's ecological chain, POCO is a smartphone brand targeting the global market, aiming to provide young consumers with cost - effective products and an ultimate user experience.
   • Global Market Penetration and Future Adjustment
     • POCO has entered more than 35 global markets and established a firm foothold in key countries such as Russia and Brazil. Since the release of the POCO F1 in 2018, its global shipments have exceeded 9 million units. By 2021, its global shipments exceeded 10 million units. In the third quarter of 2024, POCO performed outstandingly in the Russian smartphone market, with 4 POCO - branded mobile phones among the top 10 best - selling models.
     • Recently, Xiaomi's POCO brand announced an important decision: it will close its global website (po.co) on December 31, 2024, including sites in the UK, France, and other global locations. Starting from October 21, 2024, POCO's products, services, and after - sales support will be fully migrated to Xiaomi's official website (mi.com/global). Although Xiaomi previously positioned POCO as an independent brand, the closure of the po.co domain seems to indicate the streamlining of business within Xiaomi's ecosystem.

III. Essential Key Functions of Cross - border E - commerce Independent Stations

1. Website Access
   • Access Speed
     • The access speed of cross - border websites is of great significance. If the page loading time exceeds 3 seconds, 53% of users will leave the website. Deploying servers for users in different regions and continents and optimizing the loading speed of e - commerce pages are crucial to help users obtain a fast, stable, and secure browsing experience.
   • Website Name and Domain
     • A clearly positioned, easy - to - remember, catchy, and distinctive website name and domain can also bring many conveniences to brand dissemination.
2. Website Design
   • UI/UX Design
     • The website design (such as colors, shapes, and layouts) and interactive experience need to match the culture and aesthetics of consumers in the cross - border target countries.
   • Multilingual Support
     • Different countries have different languages, and the language expression and layout must conform to local cultures. For example, Arabic has a text layout habit of "from right to left".
3. Social Login and Sharing
   • Social Login
     • Cross - border websites are recommended to integrate mainstream social media accounts such as Facebook, Twitter, and Google. Allowing users to complete quick login and registration through social media accounts like FB can save them the inconvenience of traditional email login and registration and reduce the customer acquisition threshold.
   • Social Sharing
     • Adding social media sharing tags allows users to easily follow the brand's social media and quickly share their favorite products.
4. Payment and Measurement
   • Payment Integration
     • Integrating the mainstream payment methods in the cross - border country can reduce consumers' doubts and bounce rates caused by unfamiliar payment methods. For example, in Germany, telegraphic transfer is still the most important local payment method, and in Japan, Konbini accounts for 40% of online shopping transaction volume.
   • Measurement Integration
     • The freight calculation should be clear and reasonable, and measurement units such as weight and size should conform to the cultural habits of the target country.
5. Mobile Optimization and Adaptation
   • Screen Size
     • It is necessary to ensure that the website can achieve the best display on different screen sizes.
   • Mobile Performance
     • Optimize to achieve the best loading speed under different mobile CPU states, even when the mobile CPU performance is low.
   • Network Environment
     • Ensure that the website can load quickly under different network environments, even in a slow 2G state.

IV. Promotion Strategies for Cross - border Export E - commerce

1. SEO and SEM
   • SEO
     • Optimize the website's TDK (Title, Description, and Keywords), as well as the Alt tags of pictures (to let search engines like Google know what the pictures represent) to obtain good search engine indexing and bring natural traffic to the e - commerce website. For more details, you can refer to relevant articles on overseas SEO optimization.
   • SEM
     • Set SEM keywords and landing pages for users in different countries and languages. For more details, you can read articles on overseas SEM marketing.
2. Social Media
   • Brand - owned Social Media
     • Brands need to operate their official social media accounts well, as social media accounts are the main channels for brands to voice their opinions and maintain relationships with consumers. For example, SHEIN currently has over 30 million followers on Instagram.
   • Social Media Feed Ads
     • Feed ads on FB, Twitter, and Ins can be used as channels to direct traffic to e - commerce websites, bringing traffic to e - commerce platforms.

In conclusion, the development of Chinese cross - border e - commerce brands going global is a dynamic process. These successful brands have shown unique business models and development paths, and the construction and promotion of cross - border independent stations also play a crucial role in their success. As the global e - commerce market continues to evolve, these brands and related models will continue to adapt and innovate.