Cross-Border E-Commerce as a Foreign Market Marketing Strategy —— a Case Study of ZAFUL

Abstract

The world has entered a new era of digital economy. Online shopping has become an important consumption pattern for the general public, especially the younger generation. The global retail industry is transforming in the direction of e-commerce. As the world's largest clothing consumer, China has attracted many well-known overseas fast fashion clothing brands to land, and the competition in the domestic clothing market is fierce, prompting China's local fast fashion clothing brands to start a journey of "going overseas". In the future, the cross-border export e-commerce based on Internet technology has become an important way for Chinese fast fashion clothing brands to achieve overseas development. The swimwear products developed by ZAFUL, a full-scale marketing player, expand the application scenarios of swimwear not only in overseas markets, but also on the list of "Top 50 Chinese Overseas Brands" by Brandz, the world's largest brand equity database, in the surging and increasingly fierce global fast fashion competition A beautiful challenge to established overseas brands. This paper mainly takes ZAFUL as an example to provide suggestions for successful cross-sea marketing for other clothing brands.