# B2C VS DTC #
B2C：
Business To Customer is one of the categories of e-commerce based on transaction objects, which means e-commerce from commercial institutions to consumers, relative to B2B (Business To Business).
DTC：
Direct To Customer, at the marketing level, is a direct-to-consumer marketing model. It includes any communication activities that target end consumers. Compared with traditional media such as TV advertising, its advantages are mainly reflected in being closer to consumers, paying more attention to the research of consumer behavior, and paying more attention to the grasp of consumer lifestyles. (Source: Baidu Encyclopedia)
As the name suggests, DTC can help merchants and companies directly face consumers and shape their image in the minds of consumers. We will have timely insights and accurate knowledge of customer needs, and we can achieve real consumer behavior and feedback, further improve, enhance and transform product marketing ideas, and create a better product and service experience for customers.
DTC is actually not the opposite of B2C. It can be said that BTC is the name of a category, and DTC is a strategic upgrade.. From B2C to DTC, what cross-border e-commerce companies are doing is an unprecedented event that changes the thinking of global expansion marketing. At this critical turning point, it will be bright if we turn around, but if we fail to turn around, the future may be unpredictable.
First, let’s take a look at a set of RETAIL BREW data:
Data content: 15 DTC brands with the fastest growing website traffic in 2020
If you feel that many brands and names are unfamiliar, don’t be surprised, because most of these brands come from abroad, and only Nonda comes from China. In the face of data, we can better understand the urgency of global expansion of DTC brands.
Amazon’s account suspension trend is still continuing, and the fight that began in May has cost the entire domestic global expansion market a heavy price. There are many interpretations of the reasons for account suspension. Generally speaking, it is nothing more than merchants cheating on reviews, political factors, etc. In fact, it is said that after his brother-in-law (former Amazon CEO Jeff Bezos) resigned, Andy Jassy took office as the new official and did not buy the original tactics of many sellers. For example, the form of large-volume distribution may be weakened in the future.Instead, Amazon needs more high-quality and differentiated brand products.。
Secondly,Overseas users have a deep understanding of the brand concept, old friends who follow us should remember: We mentioned that many overseas users purchase brand products through the official website platform, which shows that overseas users recognize the brand power. For the new generation of overseas consumers who have been exposed to major brands since childhood, the sense of atmosphere is enough.
Furthermore, no matter how small an individual is, it still has its own brand. This sentence has awakened so many people and things.
Today's world is an unprecedented magical existence. We have never left home or met each other. Through network coverage, data connection and a small mobile phone, we can establish contact and trust with the whole world, communicate and trade. We exchange information, build emotions, and transfer energy. Isn't it even more true when we return to the business practice of global expansion? Without the auxiliary transmission of these spiritual powers, how can our products be delivered to customers across the ocean?
In this process, regardless of the size of the business, brand power is the endorsement and grass you give to your customers again and again. Even if you work alone, your personal IP is your brand.
Based on the above,Whether it is the naked reality presented by the data, the pressure of platforms and business trends, or the demand for overseas market environment and the importance of self-branding, DTC brand global expansion has become the standard configuration of cross-border global expansion today.。
Doing a good job in DTC requires one-to-one user contact, but it does not stop at user contact.
There is no doubt that user contact is dialogue communication based on users’ social scenarios. In the era of social media, everyone is constantly on social networks, which is an absolutely advantageous communication scene. Comparing domestic and overseas comparisons, domestic WeChat is to overseas WhatsApp, domestic Weibo is to overseas Facebook, Douyin is to overseas Tik Tok, and Xiaohongshu is to overseas INS. Dominating social media, self-social media traffic and independent dialogue and communication are the first steps in this long march of global expansion.
DTC does not stop at user contact, because after contact, what needs to be achieved is the transition from traffic to conversion to repurchase and recommendation. In this process, day-to-day marketing and management are needed to accumulate fans. A complete set of software and systems are needed to outline user portraits, track user trajectories, and start user conversations. Enterprise merchants need the design and implementation of a complete set of solutions, the ability and tools to tell good stories and build brand image, a complete set of dialogue mechanisms that can allow 100 people to manage 10 million fans, and the rendering of public opinion discussions and popularity guidance...
Throughout the process, merchants faced many problems and choices. SocialEpoch also faced this uncertainty before completing the design and integration of the product system:
- Targeting lead acquisition and proactive outreach: SocialEpoch has established a traffic marketing center and Facebook traffic treasure (Pixuanbao) to provide lead acquisition methods including point-to-point owned audience placement, group marketing, precise user screening, intelligent voice calls and intelligent batch calls, social media public opinion management and traffic conversion to meet the traffic needs of different customers, different batches and different positioning groups;
- For owned-channel operations: Developed SCRMowned-channel operations treasure and marketing treasure based on WhatsApp ecosystem.
Owned-channel operations Bao has currently released 13 functions, which can realize batch login, account multi-account access, one-click translation, smart reply, automatic reply, accurate user portrait, account risk reduction number and other functions, helping enterprises to efficiently accumulate owned audiences and complete the progression of customer relationships from fans to members.
Marketing treasure can activate owned-channel operations, WhatsApp red envelopes can achieve low-cost traffic, smart business cards can assist and facilitate customer acquisition, and various interesting and useful templates such as smart materials can complete the landing pages of various marketing activities. - Targeting social fission: Open up and integrate the mall system and distribution system to form SocialEpoch social fission micro store. Weidian can quickly add new users through membership, and can differentiated product selection and personalized pricing with KOC small business owners as the center, providing digital upgrades for KOC small business owners.
Back to topic
DTC means facing consumers directly. This is the current strategic upgrade of cross-border global expansion. The establishment of owned audience is its direct implementation form. By establishing an owned channel, you can start an intuitive dialogue with customers, grab their attention on social media, and build your own brand power. Promote product and service upgrades through good interaction and communication, promote customer role transformation, and then achieve better brand premiums and more advantageous customer relationship progression.
