由 caicai8478 The global e-commerce market is not monolithic; its landscape exhibits distinct regional characteristics. For Chinese brands expanding overseas, one of the most crucial strategic decisions is the choice of channel: should they aggressively target mature markets in Europe and the US with independent websites (DTC), or flexibly leverage third-party platforms to rapidly expand into emerging markets in Southeast Asia?
Underlying these two models lie fundamental differences in the target market’s infrastructure, consumer habits, competitive ecosystem, and brand stage. There’s no right or wrong choice, only compatibility. Understanding the underlying logic can help you develop a successful global expansion strategy.
I. Two Leaders: The Essential Characteristics of the Two Models
- Brands Targeting Europe and the US with Independent Websites (DTC): A “Cultivated” Brand War
Core Concept: Bypassing intermediaries, establishing direct connections with consumers, delivering brand value, and building user equity. It’s more than just a sales channel; it’s a forerunner in brand building.
Examples include Shein, Anker, and ZAFUL.
Key Features:
High Autonomy: Full control over brand image, user data, pricing strategies, and consumer experience.
High Profit Margin: Avoids platform commissions, but requires independent responsibility for traffic and operating expenses.
High Complexity: Requires independent management of the entire chain, including website development, marketing, logistics fulfillment, and customer service.
Long-Term Returns: Brand building and user acquisition require continuous investment, resulting in a longer payback period, but higher user loyalty and lifetime value (LTV).
- Platform-Based Expansion in Southeast Asia: A “wide-scale, low-yield” battle for traffic.
Core Concept: Leveraging the vast traffic pools of large e-commerce platforms (such as Lazada, Shopee, and Tokopedia), quickly test the market and achieve sales with a wide range of SKUs and cost-effective products. It’s a highly efficient “borrowing a boat to sail to the sea” model.
Typical Example: The choice of most small and medium-sized sellers and brands entering the market for the first time.
Key Features:
Low Barrier to Entry: The platform provides ready-made traffic, payment, logistics (such as Shopee’s SLS and Lazada’s LGS), and customer service systems, allowing sellers to quickly launch.
High Dependence on Traffic: Sales are highly dependent on the platform’s traffic allocation and event resources, requiring proficiency in the platform’s operating rules and advertising strategies (such as flash sales, coupons, and keyword bidding).
Intense Price Competition: Due to the ease of price comparison, competition within the same platform is extremely fierce, easily squeezing profit margins.
Weak User Equity: Users are owned by the platform, making it difficult for brands to establish direct connections with consumers, and repeat purchases are dependent on platform traffic.
II. Why the Divergence? Differences in Underlying Market Logic
The choice of these two paths is not accidental; rather, it is determined by fundamental differences between the European and American markets and the Southeast Asian markets.
Dimensions: Mature European and American Markets; Emerging Southeast Asian Markets
Consumer Habits: Strong brand awareness, pursuit of personalization and quality, and willingness to pay a premium for brands. They are accustomed to searching and discovering brands through platforms like Google and Instagram. They are highly price-sensitive and enthusiastic about promotions. They rely heavily on platform recommendations and searches, trusting platform endorsements. Social commerce (such as TikTok Shop) is growing rapidly.
Infrastructure: Online payments (credit cards, PayPal) are widespread, logistics networks are efficient and mature, and the return and exchange experience is a key factor in the purchasing decision. E-wallets and cash on delivery (COD) account for a significant proportion, and logistics infrastructure is still developing, posing significant challenges in the last mile.
Competitive Environment: A red ocean market, where competition ranges from product price to brand storytelling, user experience, and social responsibility. Both blue and red oceans coexist, and the incremental market is enormous, but value for money and product variety remain key, and the brand landscape is uncertain.
Data Environment: Strict privacy protection (GDPR), but mature digital marketing tools facilitate independent websites to conduct accurate user data analysis and retargeting. Data acquisition and application are relatively rudimentary, making it more costly and challenging for independent websites to acquire traffic through external channels.
III. Strategic Map: How to Choose and Layout
For brands entering the European and American markets with independent websites:
Suitable Companies: Brands with strong product development capabilities, a clear brand story, relatively strong financial resources, and a commitment to long-term value.
Core Capabilities:
Brand Content Capabilities: Tell compelling brand stories and attract target customers through social media (Instagram, TikTok, Pinterest) and content marketing.
Data-Driven Operational Capabilities: Master Google/Facebook advertising, leveraging SEO, email marketing, and other tools to efficiently acquire and retain users.
Ultimate User Experience: Create a seamless experience from browsing, payment, delivery, and after-sales service to build word-of-mouth.
Risk Warning: Traffic costs are becoming increasingly high, requiring extremely high comprehensive operational capabilities, and initial growth may be slow.
For Platform-Based Product Expansion into Southeast Asia:
Suitable Businesses: Small and medium-sized sellers and brands with significant supply chain advantages, a wide range of SKUs, fast response times, and a desire for rapid capital recovery.
Core Capabilities:
Platform Operational Capabilities: In-depth research on platform algorithms, mastering various marketing tools, and improving store ratings and rankings.
Product Selection and Supply Chain: Rapidly select products based on data, with the ability to quickly respond to small orders, and strictly control costs and inventory.
Localized Services: Provide services that comply with local payment and logistics practices, and handle issues such as COD rejections.
Risk Warning: Thin profit margins, prone to price wars, difficulty building brand value, and policy constraints imposed by the platform.
IV. Future Convergence: Different Paths, the Same End
The future trend is not a choice between two, but rather a path toward convergence and synergy.
“Starting on a Platform, Upgrading to an Independent Website”: Many brands choose to test their products on Shopee/Lazada first, accumulating initial capital and market awareness. When the time is right, they then establish an independent website to build their brand, increase profits, and retain users. This is a very robust strategy.
“Independent Website Brand, Platform Clearance” Strategy: Focus on the independent website while simultaneously selling out-of-season products or specific SKUs on the platform as a supplementary channel to clear inventory and generate additional traffic.
“Site Cluster Integration, Omnichannel Marketing”: Whether in Europe, the US, or Southeast Asia, top players are building their own channel matrix. In Europe, it’s an independent website + Amazon; in Southeast Asia, it’s a branded independent website + Shopee/Lazada + TikTok Shop. Reaching diverse customer groups through different channels maximizes growth.
Conclusion
“Independent websites conquering Europe and the US” and “platforms conquering Southeast Asia” are two successful models that have evolved in different contexts. Their core message is that Chinese brands’ overseas expansion has entered an era of meticulous cultivation; there is no longer a one-size-fits-all formula.
When formulating a strategy, it’s crucial to deeply understand the target market’s consumers, infrastructure, and competitive landscape. This, combined with the strength of one’s own products, brand, and financial resources, allows for the most precise channel selection. Only in this way can one navigate the vast global e-commerce landscape and achieve long-term success.