What puts a brand like BUFF® on the international market? Two words, ecommerce and export, words that are ordinary, yet extraordinary. The traditional economic concept of matching demand with supply is not new to ecommerce, and combined with export in a highly digital world, such as the one we live in, creates extraordinary effects. This is what BUFF® achieved, by reaching fans and clients all over the world, most of whom are outdoor enthusiasts and athletes. With a presence on online platforms, and through trade partnerships, a man’s simple idea has made it to the thresholds of global commerce, garnering a good number of both local and international buyers.
Ecommerce and marketplaces progressively rely on a communication strategy that is increasingly focused on social media to stimulate their commercial performance. So, is communication on social networks useful to ecommerce? How exactly do European digital marketing strategy differentiate from that in China? This article shows the examples of Cdiscount and Taobao in France and China, with the aim to share some insights and ideas for international strategies.
Blanc des Vosges‘ history begins as early as 1843. The family-run French business manufactures large ranges of high-quality home linens and stylish interior design collections. Today the company sells its products in more than 1,500 stores all over the world. How do the brand’s unique export strategy and digital marketing bring success? There might be a lot to discover of its export plan.
Social media have been the hottest marketing channel for more than a decade. There are several reasons for that such as: they’re not expensive, they allow human 1-to-1 interactions and they’re instantly measurable. Social media constitute the core of digital marketing for not only they are advantageous, but also the good and active use of social media can make a business popular, especially when they are used globally. However, social media are not global! Using social media globally means using them locally in many countries at the same time. It requires a good understanding of the specifics in each target market and of what can make a foreign business part of it.
1977: “Le Relais Occitane”, the company’s first store, opens in Manosque. Forty years later, L’Occitane en Provence, which today has more than 2,300 stores in 90 countries, shows us how selling on several channels in several countries is a growth driver that is also possible for SMEs and very small companies. Multichannel strategies are not out of SMEs’ range. On the contrary, L’Occitane en Provence shows that international multichannel is within the reach of companies of any size, through a gradual expansion, country by country, combined with the implementation of marketing tools to guide and retain consumers in every market and channel.
Any enterprise, even start-ups, has several internationalisation options, depending on its competitive positioning and its development level. That is what The Click & Boat believes and that is why the brand came to life. By adjusting the internationalisation strategy to the business situation, SMEs and startups can watch their business prosper in export markets.
In 2016, Nokia acquired Withings for 170 million euros. The Finnish company considered that it and Withings had the same ambition: improve people’s health through everyday things. This is the start of a new phase for the French company: founded in 2008 in Issy-les-Moulineaux and among La FrenchTech’s pioneers, Withings is specialized in connected devices and smart lifestyle products for health and well-being. In just 6 years, Withings boosted its international business, with a strategy that almost entirely self-financed its export. In 2014 the company reported that 90% of its sales were made outside France. Among SMEs, Withings is a fortunate one but not the one and only to succeed with digital channels and export. Though many SMEs and start-ups dare not consider these two possibilities, they have never been an exclusive offer to giant companies. So as for the smaller ones, how can they start and accomplish the internationalisation.