Summary
China's cross-border e-commerce is evolving from a focus on volume-based sales to brand globalisation, with details to be announced.
Commentary
China's cross-border e-commerce is shifting from volume-led selling to brand globalisation. Companies such as Shein and Anker Innovations have moved beyond channel-driven sales to become brand owners with product definition and pricing power. For New Zealand's small and medium-sized consumer goods exporters, this changes the competitive dynamics: past competition relied on price-performance, but now differentiation is needed through brand storytelling and origin of raw materials, as seen with Manuka honey and dairy products.
Meanwhile, if New Zealand SMEs act as OEMs for brands, they may face stronger pricing pressure from buyers. However, those with their own brands can adopt China's direct-to-consumer model to reach consumers directly and test new channels like TikTok Shop. The era of purely low-price, high-volume selling is fading; differentiation and trust endorsement are becoming essential for market breakthrough.
Keywords: cross-border e-commerce, brand bargaining power, pricing power, transformation, selling products
Source: Xinhua Press Network
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