If you’re succeeding on domestic ecommerce marketplaces, you’re likely looking for a new opportunity to help expand your brand's reach and stay competitive long-term. Entering China is a smart move if you’re a Western brand because you will have some advantages—Chinese consumers show special interest in high-quality foreign products and their brands often find it easier to build trust as a foreign seller.
It’s an exciting prospect to consider, but taking your products to China is no small feat. Many brands mistake the move as akin to entering a new domestic market or a new Amazon region. In truth, the experience is very different—there’s so much to learn before you start, like the nuances between different marketplaces, cultural practices you’ll need to adhere to, rules and regulations to follow…the list goes on.
For this reason, all brands expanding to China on any marketplace need to have a trade partner (or TP) to guide them through the process. But, it’s hard to find a TP you fully trust and will drive the best results for your brand. Partnering with an ecommerce accelerator like Pattern is an effective way to make sure you have what you need to be profitable on global marketplaces. We help brands gain all the global resources, marketplace logistics and administrative information, and cultural knowledge necessary to get your brand and products into China marketplaces the right way.
Any brand looking to enter China needs specialized knowledge and expertise to do it well. China is a much bigger market than what brands are used to—owning 50% of the world’s transactions. There are also many more competitors and unique obstacles to overcome. If you’re not prepared, things like the need for a physical presence in China, a strategy for in-person product interactions, getting the right resources for customer support and human touch points in the buyer’s journey, and determining the right distribution model can overwhelm your strategy.
For these reasons, you need to have experts on your side with the right mindset. Any TP you choose should understand the difficulties associated with launching in China and the fact that a long-term mindset is the only way you’ll succeed.
To find a TP with the right experience, they should satisfactorily answer questions like:
Have you sold in my product’s category before?
Do you have the right background to know how my products will fit their target marketplaces before we launch?
Pattern helps a wide range of brands enter China markets. We know what it takes to succeed, and we have all of the knowledge and expertise you’ll need to make educated decisions about when and how to expand your brand to China marketplaces.
Especially for brands that are unfamiliar with the nuances of China marketplaces, it’s imperative to understand how and where your products are being sold. A lack of transparency is the most common complaint we hear from brands entering the China ecommerce landscape.
In many cases, brands will pay their trade partner and then, without receiving any concrete information or documentation, assume their brand and products are well-represented. It’s fairly rare to see a TP that will provide access to warehouses, clear and accurate reports, and other hard evidence of your products’ performance
We encourage you to find a trade partner who stands out from the crowd—someone who is willing to be transparent in all aspects of their partnership with you. A great first step is watching for what they’re willing to disclose while you’re considering your partnership. Such as:
Have they been successful with other brands?
Who else are they working with?
Do they sell products that could compete with yours on the same marketplaces?
Trade partners have a reputation for shielding their brands from information and details, but that doesn’t have to be a reality in your relationship. As you move forward in your decision making, transparency and accountability should be a large factor in choosing the right trade partner.
A lack of data is another common issue with trade partners that goes hand-in-hand with transparency. Brands are typically unsure of the true performance of their products on Chinese marketplaces because their trade partners don’t provide them with specific data about their products’ performance and sales.
You can imagine the difficulties this creates—a TP may have many things to say anecdotally about your sales, but brands are shielded from the true numbers or an ability to access reporting. It’s harder for brands to be involved in their ecommerce strategy, make decisions, forecast, and grow their presence in China without clearly, concretely understanding what’s really going on.
Data powers everything we do at Pattern. As a certified TP, we share insights and brand performance with our partners and provide brands with access to proprietary dashboards to review their data to stay in the know about what’s going on with their products.
To get the best results from your China presence, it’s best to make sure your trade partner truly has your brand’s best interests at heart. But unfortunately for many brands, trade partners’ profits can take precedence over their brands’ success. Brand obsession can be tricky to discern, though, especially when you’re limited in getting to know your trade partner by distance and conflicting time zones.
One way you can gauge your trade partner’s true loyalty to your brand is by paying close attention to how they’re paid. Product sales commissions are typically part of trade partners’ revenue model, but if they only represent a small portion of your partners’ earnings, you may want to think about looking at other options. You’ll know that your potential TP, if they’re transparent and data-driven, really wants you to succeed if they’ll put their earnings on the line to prioritize your profitability.
At Pattern, your success is our success. We structure our revenue model to be margin-based, which means, we aren’t paid until you are. We truly want the best for our brands and are fully committed to building healthy, long-term growth for your products throughout global marketplaces.
Lastly, your trade partner should be well-equipped to serve you in whatever your brand needs to succeed. This means they should have all of the necessary functions to execute a holistic ecommerce strategy. If you need to hire a TP for your social media strategy, another to handle distribution, and another to manage your listings, you’re likely not getting the right value for your partnership. Instead, you should find a solution that has the complete set of resources to do it all.
When you find a true China ecommerce expert, they’ll have both the resources and know-how to execute the right overall strategy for your brand. They should be able to help you with the research and planning phases of your China launch as well as recommend and implement the best ways to help you grow in the right marketplaces for you.
As the world’s foremost ecommerce accelerator, Pattern can handle your end-to-end strategy to grow your brand both domestically and internationally. Pattern is an option to be your brand's trading partner since we know local languages, customs, and cultural nuances to clearly communicate your brand as we plan, strategize, and execute your products’ success in China. We make your success our business, dedicating expert teams, years of experience, and proprietary technology to find the best ways to take your products to consumers throughout the world.
Discover how Pattern can be your trading partner. Schedule a call with us here.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.