China’s cross-border e-commerce shifts from selling products to owning brand pricing power

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

Summary in Chinese | 摘要

中国跨境电商从'卖产品'转向拥有品牌议价权和定价权，具体细节待公布。

Commentary in Chinese | 评论

中国跨境电商正经历从铺货卖货到品牌出海的转型，Shein、安克创新等企业已从渠道型卖家进化为具备产品定义和定价能力的品牌商。这对新西兰中小型消费品出口商而言，意味竞争逻辑改变：过去比拼性价比，现在需在品牌故事、原料产地（如麦卢卡蜂蜜、乳制品）上建立认知壁垒。同时，新西兰中小企业若为品牌代工，可能面临采购方更强的溢价压力；但若自有品牌，可借鉴中国DTC模式直接触达消费者，通过TikTok Shop等新渠道测试市场。

一味低价铺货的窗口正在收窄，差异化与信任背书将是破局关键。

关键词: 跨境电商, 品牌议价权, 定价权, 转型, 卖产品

Source: Xinhua Press Network