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How SooBest Wins: E-commerce 2.0 Model & Multi-channel Marketing

GUANGZHOU, China, July 14, 2012 /PRNewswire-Asia/ — It is a war without fire here where so many professionals today are competing for a bigger slice of the e-commerce cake. During the past few years, however, this battlefield has seen a rapid rise of a new name called SooBest. This company, from its emergence, to its development, and now to its accomplishment, has been grabbing major attention. As can be quite easily seen, SooBest is indeed playing big, but far from merely a B2C company dealing with foreign trades. So many are wondering what kind of company SooBest is, and what it has got to distinguish itself.

E-commerce 2.0 Model

SooBest has been growing fast. In just a few years’ time, it has expanded its domain from the initial product lines of electronic items and wedding dresses, to party dresses, smart phones, fashion watches, home decor, sexy intimates, beauty products, fashion jewelry, remote control models, etc. Currently, SooBest has covered 150,000 kinds of products in 14 categories.

As the name suggests here, the transnational B2C business refers to direct deals between Chinese manufacturers and foreign consumers. Gone are the transnational B2C 1.0 times, when the e-commercers provided simply an information display platform, which has already failed to meet the current demand. And here comes the transnational B2C 2.0 era, in which providing quality e-commerce service is the key. And SooBest has firmly seized the opportunity.

The traditional foreign trade model goes through such six steps: manufacturers – exporters – importers – wholesalers – retailers – consumers; and the transnational B2B: manufacturers – wholesalers – retailers – consumers; while the transnational B2C: manufacturers – consumers. In the last model, merely two parties are involved. And as for SooBest’s business as a connection, at one end are the Chinese manufacturers, and the other, foreign consumers. It simplifies the whole process bypassing all the links in between, such as the Chinese exporters, foreign importers, foreign wholesalers and foreign retailers. Among them the foreign importers and foreign wholesalers carve up most of the profits.

E-commerce involves nothing more than the following three aspects: information flow, capital flow and logistics. And SooBest stands out also for its praiseworthy performance in these three parts. First of all, the information flow is not at all a problem, because of the frequent international information exchanges and high-speed information flow through the Internet. Secondly, the capital flow can happen relying on PayPal (the world’s largest online payment tool). And the final section, logistics, is undertaken by those socialized third-party logistics companies. By building their own systems, they can create innovative assemblies to send and distribute the commodities to foreign consumers in different forms of logistics methods, optimized and thus prompt.

In terms of customers, SooBest saves expenses and time for the foreign merchants who used to fly to China to procure supplies such as electronics, costumes, toys, cosmetics and health-care products. SooBest offers a one-stop shopping experience to their customers by taking charge of the entire process from supplier selection, quality control, storage, and packaging to marketing. In this way, what the foreign buyers need to do is sign for the parcel at their own doorsteps. At present, the entire process from making an order to receiving the products ordered takes the foreign buyers about 15 to 20 days.

As for manufacturers, SooBest has put great efforts in optimizing the supply chain in China. At the very beginning, they found that big factories were not flexible enough to adapt to the customized demand of SooBest and small factories were poor in craftsmanship though comparatively flexible. Finally, they found some small factories whose managers were quick to learn, and managed to turn these traditional factories which used to work for foreign manufacturers into factories that could cater to the demand of e-commerce by helping them do cost accounting, make long-term and sustainable development strategies, and improve their management as well as production flow.

With the help of SooBest, foreign customers can buy high quality made-in-China products at competitive prices or those that are not available locally. A great deal of data is produced on the Internet every day. By monitoring and analyzing the market, SooBest can always discover subtle needs of their potential customers and report them to the factories in China quickly. For instance, its been found that users in South America tend to watch TV programs on their cell phones.

Multi-channel Marketing Challenge

SooBest makes much of social marketing tools, like SNS, BBS, and more, which is one of the biggest advantages and features the company owns. The company takes the lead in utilizing accurate e-marketing techniques, as stated in its promotional documents. Google marketing, for example, is what SooBest has been good at, and it actually has become one of the biggest clients of Google China. Apart from Google, social networking sites like Facebook, Twitter, LinkedIn, and Pinterest, are all included in the list of what SooBest has been doing well in applying to its marketing strategies.

Certainly going just for the traditional online advertising model would not stand SooBest out. SooBest displays the information of its products on Facebook, Twitter, LinkedIn and lots of other social networking sites, in a very natural way to affect the potential customers’ thoughts without their awareness of it, just like how the “spring rain moisturizes things in silence.” This new method of advertising is more interactive, gets more, yet costs much less.

Thus, SooBest today has successfully built a complete business chain of looking for customers through Google and Facebook, trading by Paypal, and delivering goods with DHL and UPS.

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