The super large scale market in China is an opportunity, and there are various ways to seize it. Under the rapid development of the global digital economy and cross-border e-commerce, brand growth has entered a new stage driven by data and technology. China's cross-border e-commerce maintains steady growth and has become a key channel for international brands to layout in the Chinese market.

Recently, DHL reached a cooperation agreement with JD Group to support German brands in expanding into the Chinese market. By integrating the strengths of both parties, German brands will gain a seamless one-stop solution for entering the Chinese market. DHL will also collaborate with JD Logistics to design and provide end-to-end integrated logistics solutions to enhance the overall fulfillment experience from Europe to China.

Previously, data released by South Korea's China-Chic brand MUSINSA showed that the online transaction volume of the brand in December 2025 had achieved a significant jump of 9.3 times compared with the initial stage of its entry into China in September. 85% of users are young consumers who keep up with fashion trends. Through the "online+offline" consumption experience, enterprises not only stimulate the consumption stickiness of core users and achieve a surge in sales, but also see opportunities and vitality in the Chinese consumer market.

It is not difficult to see that international brands are leveraging cross-border e-commerce to enter the Chinese market, and relying on digital marketing and platform operations to establish influence on JD.com, Tmall, and content e-commerce platforms, completing a closed loop from brand awareness to sales growth.

How to leverage digital marketing and e-commerce operations to achieve growth and forge competitiveness in entering the Chinese market? Chen Li, the head of digital marketing at Kunchi Group, stated in an interview with reporters that cross-border e-commerce has evolved from the early stage of "channel entry" to a data-driven "full chain operation" stage. The success of a brand in the Chinese market lies not only in opening e-commerce platform stores, but also in building systematic operational capabilities to achieve efficient collaboration between market insights, product strategies, platform operations, and digital marketing.

The essence of cross-border e-commerce is not simply opening a store, but accurately grasping consumer needs through data analysis, and then driving continuous growth through platform operation and digital marketing. "Chen Li said that when international brands enter China, they can first rely on platform data and consumer trend analysis to target customer groups and market opportunities, and customize differentiated platform operation strategies. For example, JD focuses on quality consumption and logistics experience, Tmall strengthens brand building and new product promotion, and content e-commerce platforms focus on content dissemination and user interaction.

With the continuous improvement of China's e-commerce ecosystem, multi-platform collaborative operation has become an important model for brand growth. Chen Li believes that in the future, brands will increasingly rely on the "platform collaboration + content-driven" model to deeply cultivate the Chinese market. Integrating traditional e-commerce and content e-commerce channels can enable brands to cover diverse consumer scenarios and simultaneously achieve brand communication and sales conversion.

Compared to traditional marketing that relies on experience and creativity, current digital marketing places more emphasis on consumer behavior data and deep market insights, accurately interpreting needs through data analysis, and developing efficient marketing strategies.

In Chen Li's view, digital marketing should be centered around "global data insights + efficient advertising + diverse creativity," systematically analyzing platform and user behavior data, accurately targeting customer groups, adhering to strategy first, achieving refined matching of people and goods, and combining short videos, e-commerce live broadcasts, brand stories, and other forms to create a cross-platform, global digital intelligence integrated marketing model. At the same time, relying on real-time data feedback to continuously optimize strategies, balancing marketing investment and sales conversion.

With the rise of artificial intelligence technology, the efficiency of digital marketing has been further improved, "said Chen Li. Generative artificial intelligence (AIGC) can quickly produce marketing materials and creativity, and its core value is to accurately understand consumer demand through data and algorithms. AI will not replace creativity, but rather help marketing teams quickly validate and optimize their ideas. Combining data analysis with AI tools can significantly shorten the iteration cycle of marketing strategies.

In the future, brands with core competitiveness will inevitably be enterprises that understand consumers and can continuously empower brand value with digital technology, "Chen Li told reporters. Cross-border e-commerce is not only an important path for enterprises to expand their markets, but also a key bridge to promote global brand communication. As more international brands focus on the Chinese market, helping them understand the Chinese e-commerce ecosystem and build a digital marketing system will become an important development opportunity for the industry.