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10 Lessons Learned After 15+ Years Doing Cross Border Trade with Asia and the West with Michael Michelini

迈理倪亲授分享：深耕15年东西方跨境贸易经验总结的10大忠告

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Michael Michelini shares insights from his talk at the Shenzhen SEO Conference, where he distilled 17 years of cross-border e-commerce experience into 10 actionable lessons. From building authentic brand foundations to leveraging China’s unique digital landscape, Mike breaks down what it really takes to succeed bridging Asia and the West. This episode is packed with real-world strategies for e-commerce entrepreneurs navigating global supply chains, platform expansions, and cultural adaptations.

• Build a Solid Brand Foundation

• Start with your “why” before your “what”—Chinese consumers crave authenticity and a clear story that resonates with their values beyond just product features.

  
  

• Leverage China's Restricted Internet Landscape

• The Great Firewall isn’t a barrier—it’s an advantage for those who master both sides, creating opportunities through strategic content distribution across platforms like WeChat and Douyin.

  
  

• Distribution Channels Serve the Brand

• Separate your content creation from distribution by building a core content database that cascades across multiple platforms while maintaining brand control.

  
  

• Stay a Student, Not a Teacher

• Success in cross-border business requires humility—every customer complaint is free consulting, and teaching others actually deepens your own mastery.

  
  

• Make Video the Core of Your Content Strategy

• Video is the ultimate content multiplier—one recording becomes podcasts, social clips, transcriptions, and quotations across all your marketing channels.

  
  

• Build Relationships Through Content

• Long-term relationship building through authentic storytelling creates more value than transactional marketing, whether for B2B partnerships, customer loyalty, or even life partnerships.

  
  

• Add Fun and Engagement to Your Brand

• Gamification through prizes, leaderboards, and interactive experiences keeps audiences engaged—Mike built a weekly prize system that randomly awards Amazon gift cards to content engagers.

  
  

• Partner Locally

• Find local partners who understand the market rather than trying to own 100% yourself—test relationships through smaller projects before committing to major partnerships.

  
  

• Authentic Localization

• Go beyond translation by adopting culturally meaningful names and approaches—Mike uses 迈理倪 in Chinese and ไมตรี ศรีเมือง in Thai, both carrying deeper meaning than literal translations.

  
  

• Focus on Authenticity Above All

• There is no tenth lesson because authenticity encompasses everything—being real about who you are, what you offer, and how you connect is the foundation of sustainable cross-border success.

• Mike’s Shenzhen SEO Conference Slides: https://mikesblogdesign.com/szseo2025
• Mike’s Weekly Blog & Prize Platform: https://now.mikesblog.com
• Cross Border Summit 2026 (Chiang Mai): https://2026.crossbordersummit.com/

Thank you everybody for listening in.