How Cross-Border E-commerce Newcomers Can Leverage AI to Uncover Pain Points and Create “Favored” Content?

It has always felt like, in the vast ocean of cross-border e-commerce, content marketing is a bit of “much ado about nothing.” When it comes to successful cases, most people can name a few independent e-commerce giants. However, for most new sellers who are still exploring, they often feel lost, unsure how to start with content or how to truly drive conversions.

Why is this the case?

I’ve pondered this, and it likely boils down to a few reasons:

1. Cross-Border Content: More Than Just “Translate + Dump”

Currently, many new sellers’ content strategies essentially involve “translating product manuals into English and then dumping them onto their websites and social media.” This might sound simple and convenient, but it hides several pitfalls:

• Insufficient Target Market Insight: Do you truly understand your overseas consumers? What are their cultural backgrounds, spending habits, pain points, and desire points? Can content merely translated into their language truly resonate?
• Blind Keyword Selection: Do you just pick a few popular terms or focus only on product-related keywords? The value of long-tail keywords is often overlooked, leading to limited traffic and low conversion rates.
• Monotonous Content Formats: Beyond text and images, have you experimented with formats like videos, podcasts, or interactive content? Expanding content formats can often bring unexpected surprises.
• Lack of Value Proposition: Besides introducing products, does your content offer additional value to customers? Does it solve a specific problem, provide a fresh perspective, or even just entertain?

As mentioned in the previous article, in the age of AI, more data isn’t necessarily better; “business-savvy” data is more valuable. The quality and organization of data, along with the establishment of business logic, are key. Similarly, in cross-border content, more content isn’t necessarily better; content that “understands users” is more valuable. Content strategy, user insight, and scenario matching are crucial.

Each of these issues can be a headache. But if we can find the right entry points to solve them, then the “blue ocean” of cross-border content marketing awaits.

So, as new cross-border e-commerce sellers, how can we precisely identify the pain points in the target market and uncover niche content opportunities that are favored by large AI models and can truly drive conversions and recommendations?

Recently, we invited a content strategy expert from SynMentis. He deeply analyzed trends across major global e-commerce platforms and social media, offering unique insights into AI recommendation mechanisms. After listening to his sharing, I felt like I suddenly found the answer.

These new trends in content marketing all point towards “user-centric” content covering various scenarios.

You might ask, user-centric? How does AI recommendation fit into this?

Don’t worry, let’s first look at cross-border sellers who are already ahead of the curve, as well as the logic behind AI recommendation systems. You might not even realize that your content is being “ignored” or “favored” by AI.

Welcome to the era of “AI-savvy” cross-border content.

Of course, one thing needs to be clarified first: Why emphasize “AI-savvy” now?

Firstly, AI is ubiquitous. Whether it’s Google’s or Amazon’s search algorithms, or TikTok’s and Meta’s recommendation mechanisms, and even increasingly specialized e-commerce platforms, content distribution heavily relies on AI. Whether your content gets seen largely depends on whether AI “understands” and “likes” it.

Secondly, user behavior is fragmented. Consumers no longer rely solely on traditional channels for information. They might discover recommendations on social media, ask AI assistants questions, or seek answers in niche communities. This demands that your content can reach users in diverse, scenario-specific ways.

Finally, competition is intensifying. Product homogenization is rampant, and pure price wars are unsustainable. Building brand recognition and customer loyalty through high-quality, high-value content becomes the breakthrough key.

Old content + manual promotion + blind competition… these factors combined create a massive “content involution” world. Here, “involution” isn’t entirely about the sheer volume of content; it describes how low-quality, repetitive content is dragging down your investment.

So, in an era where information is relatively exploding, but user attention might be increasingly “scarce,” what do people truly need?

Simply stacking product information is clearly not enough.

SynMentis’s expert used an analogy: Previously, listing product parameters might have made you seem professional, perhaps because there was less comparison and information was harder to obtain. Now, with content everywhere, simply listing parameters won’t attract eyeballs or drive sales.

Therefore, people are starting to look for ways beyond products to alleviate doubts.

What can help?

The Sense of Value: “This Product Solved My Urgent Problem!”

First, there’s that sense of value derived from solving a practical problem.

SynMentis’s expert mentioned a concept: “scenario-based pain point discovery.” This is different from simply selling products and competing on price, as we might have done in our younger days.

Today’s “selling” is more like “providing a solution.”

Sellers are not mere observers; they are deeply involved “problem solvers.” They need to deeply understand users’ daily lives and work scenarios, identify those “itch points” or “pain points,” and then use content to tell users: “Look, our product is designed to solve exactly this problem for you!”

What drives this?

The “feeling of being needed.”

In an information-saturated society, individuals can easily feel overwhelmed by choices and that products are all the same. However, by clearly identifying a pain point and offering a solution, users develop a strong belief: “This product is tailor-made for me!” “Without it, my problem might remain unsolved!”

Doesn’t this sound a lot like “precision marketing” in China?

A couple of years ago, when smart home products were booming, many brands just listed technical specifications. But the ones that truly sold well were those that vividly described scenarios like “the air conditioning automatically turns on to a comfortable temperature before I get home from work” or “the smart speaker automatically lights up a nightlight and plays soothing music when I’m thirsty in the middle of the night.”

Open Xiaohongshu (Little Red Book) or TikTok, and a home decor account might feature “kitchen storage pain point series,” “before-and-after bedroom transformations,” or “maximizing space in small apartments,” all meticulously organized and clearly specialized.

What do sellers gain from this?

They gain a strong connection with users. Everyone shares their experiences, discusses how to better solve similar problems, and fights against “inconveniences in life” together. In this community, they are no longer solitary consumers but “beneficiaries of solutions,” sharing common “problems,” common “pursuits,” and common “beauty.”

This strong sense of community belonging and participation is precisely what is scarce in modern society.

In the future, any product or service that can offer clear value and scenario immersion will likely be a new trend.

Emotional Resonance: “Finally, Someone Said What I Feel!”

Second, there’s the solace of having someone articulate your inner thoughts in a product description.

The SynMentis expert mentioned that they found content capable of evoking emotional resonance consistently achieves higher engagement and share rates, whether on e-commerce platforms or social media.

This trend is also evident in China. Have you noticed how popular brands with “human touch” and “emotional value” have become in recent years? Especially those skilled at storytelling.

For instance, a Chinese beauty brand doesn’t just promote product efficacy; it weaves in a story of a girl’s journey from insecurity to confidence, with the product as part of that narrative. A niche apparel brand doesn’t just showcase clothing styles; it imbues its products with deeper meaning through empowering copy like “Wear it, and you are your freest self.”

Content goes viral not just because it catches your eye, but more importantly, because it resonates deeply with you.

I recall a pet product brand that didn’t just tout the nutritional value of its dog food. Instead, it told the story of an old soldier bidding farewell to his military dog, and how after the dog’s retirement, the owner meticulously cared for it, choosing dog food that could extend its life and improve its quality.

When sellers (or AI-generated text) express these emotions that we silently feel, find hard to articulate, or that are often overlooked, in a genuine and relatable way, you’ll feel: “Oh my goodness! How did they know what I was thinking?!” “Yes, exactly! That’s precisely how I feel!”

In that moment, you feel seen and understood. You’re not fighting alone; it turns out, many others feel similarly.

Perhaps in the future, products and services built around “emotional value” will see increasing demand, and AI’s ability to identify and generate emotive content will become even more sophisticated.

Uniqueness: “Only a Few People Understand This!”

Third, there’s the sense of uniqueness that comes from owning a “niche masterpiece.”

Wearing a luxury item with a prominent logo might express “I’m different,” but the barrier is high, and you might quickly “clash” with others.

A Niche Product is a more specialized, more “tasteful” way of expressing oneself. It’s not for the mass market, yet it’s not undiscoverable.

First, it’s unique. In today’s fast-fashion world, homogenization is common. But a niche product is often tailored to the specific needs of a particular group, small yet beautiful, even personalized. That ultralight tent you found, designed for niche outdoor enthusiasts, is likely one of only a few globally, perhaps even the most unique design you own. Using it makes you a walking “expert player.”

Second, niche products inherently possess subcultural appeal. A product is not just a commodity; it embodies the values and identity of a specific community. Owning it is like connecting with a small but specialized circle, gaining a unique sense of belonging. Imagine buying an eye-care lamp specifically designed for late-night programmers. Its previous owner might have used it to conquer a world-class problem. Wouldn’t that make your late-night coding feel a bit more sophisticated?

Of course, high average transaction value and high customer loyalty are also important factors. Why not pay a relatively higher price for a high-quality product that completely meets your specific needs and faces little market competition?

In China, while the niche market and independent D2C commerce culture are not as mature as in Japan, they are rapidly developing. On Xiaohongshu and TikTok, searching for “niche design,” “hand-customized,” or “XX field professional equipment” will bring up a wealth of outfit shares and shop recommendations.

Sense of Stability: “This Is the Taste I Remember!”

Fourth, there’s the sense of stability gained from reminiscing about the past.

Besides seeking uniqueness, sometimes we also yearn to find strength from the past.

In Japan, “Showa Retro” consumption is popular. The Showa era, roughly from 1926 to 1989, was a period of rapid economic growth, relative social stability, and vibrancy, especially in its later half.

For those who lived through it, it’s a “shining” memory. For younger generations who didn’t experience it, it’s a “golden age” constantly mentioned by their parents and media, full of romantic imagination.

SynMentis’s expert specifically pointed out that this “retro consumption” isn’t entirely about nostalgia. Many young participants haven’t truly lived through that era. What they are infatuated with is not the era itself, but the optimism, stability, and human touch that era represents. By consuming items with “nostalgic symbols,” they express reflection on contemporary society and a longing for a more human-centered, more certain life.

How to go back?

Go to a cafe with a decor perfectly replicated from a certain era, order a coffee brewed with an old-fashioned coffee machine, sit on a vintage sofa, and listen to the popular songs of that era. It’s as if time has reversed.

Imagine, overseas, if there was a cross-border e-commerce store that perfectly replicated the look of an 80s American corner store, selling nostalgic candies and old cassette players, with a website design full of retro charm, wouldn’t you be drawn to check it out?

Many independent D2C websites and brands are now trying to incorporate “storytelling” and “timelines,” linking products to a specific historical period or emotional memory. For example, an independent D2C website selling vintage toys would tell detailed stories behind each toy and the spirit of the era it represents.

In the future, cleverly using nostalgic elements to provide products, services, or experiences that offer a sense of belonging to a specific era will also have a significant market.

Sense of Co-Creation: “I’m in Charge of This!”

Fifth, there’s the sense of co-creation derived from participating in and supporting a project together.

There’s another interesting phenomenon called “User-Generated Content (UGC),” or rather, the special manifestation of co-creation culture in cross-border e-commerce. Overseas, UGC carries more of a sense of “participation” and “resonance.”

Suppose a user proposes an excellent suggestion for improving your product, or they want to share a creative video about how they use your product. As a seller, you actively adopt it and provide feedback. After seeing it, you find it meaningful and cool, so you invite more users to participate.

The reward might just be a thank you, some loyalty points, or an early opportunity to experience a new product. But why are you willing to support it?

In fact, when that suggestion is adopted or that video is seen by more people, don’t you feel a sense of pride: “I played a part in this too.” You feel like you’ve participated in something meaningful, helped someone with a dream, and become a part of the project’s “co-creation.”

It satisfies people’s deep-seated desire to “leave something behind,” to “make an impact on the world.” Moreover, this act of support creates a new connection between you and other supporters, united by a common goal.

Similar “co-creation” trends are emerging in China. The most common example is YouTubers (or Bilibili UP masters in China), who, after publishing a video, interact with viewers in the comments section. Viewers offer suggestions for the video and request future content. If there’s strong demand for a particular direction, it naturally becomes a topic the UP can consider for their next video. Additionally, some brands invite users to participate in product design and testing; some charity projects are also increasingly adopting crowdfunding to involve more people.

Today’s consumers are no longer content with being passive buyers; they crave participation, they yearn to co-create value with brands and with others. Platforms or brands that can provide this sense of participation and co-creation will more easily win hearts.

So, you see:

1. Discovering pain points and offering solutions gives people a sense of value.
2. Stories that evoke emotional resonance give people a sense of solace.
3. Niche products give people a sense of uniqueness.
4. Nostalgic retro marketing gives people a sense of stability.
5. User participation in co-creation gives people a sense of co-creation.

These new demand trends all point towards more spiritual, more individualized levels. At their core, they aim to combat the sense of alienation and uncertainty brought by modern society, to fill that possibly “lonely” heart, or rather, to satisfy higher-level Maslow’s needs.

What does this mean?

For cross-border e-commerce businesses, it might mean that future growth opportunities are no longer solely about providing more material products, but about considering how to provide spiritual needs, how to create opportunities for connection, how to meet people’s emotional needs, and how to help people “live out themselves” better.

For individuals, it might mean re-examining one’s relationship with material possessions. Does happiness truly come only from owning more? Or does it come from deeper experiences, more genuine connections, and more meaningful creations?

This, perhaps, is not a worse era, but rather an era where one can live more clearly and abundantly.

As SynMentis advocates, the AI content factory is not just about generating content in bulk, but also about deeply understanding market pain points, precisely capturing niche opportunities, and transforming these insights into “scenario-based content” that can be favored and recommended by large AI models. Through big data analysis and intelligent generation, we can help new sellers cover a vast number of long-tail keywords, achieving a dimensional reduction attack in content marketing, truly making your products “seen” by AI and “needed” by users.

Frequently Asked Questions (FAQ)

To help new cross-border e-commerce sellers better understand how to uncover market pain points and niche content opportunities, we have compiled some frequently asked questions:

Q: How can a cross-border e-commerce newcomer start content marketing? A: The first step for new sellers in content marketing is to deeply understand their target market and users. This includes their cultural background, consumption habits, online behavior, etc. Second, conduct keyword research to identify long-tail keywords relevant to your products and target users’ pain points. Then, based on these insights, plan various content formats (e.g., blog posts, social media posts, short videos), and continuously analyze data to optimize your content strategy.

Q: How can I effectively identify pain points in the target market? A: There are many ways to uncover pain points. You can look for clues in market research reports, competitor analyses, and social media user reviews (Amazon reviews, Twitter topics, Reddit forums, etc.). You can also communicate directly with potential users through surveys, one-on-one interviews, and other methods. The key is to “put yourself in their shoes” and feel their frustrations and needs from their perspective.

Q: What are “niche content opportunities”? How do they differ from regular content? A: Niche content refers to content produced for specific, segmented audiences. It differs from regular content in its high targeting and specificity. Niche content is often not meant for the masses, but rather to deeply satisfy the needs of a particular group and solve their specific problems. For example, “Ultralight Gear Maintenance Tips for Outdoor Hiking Enthusiasts” is niche content.

Q: How will large AI models recommend my content? How can I optimize to be favored by them? A: The core of content recommendation by large AI models (such as GPT-5, Gemini, etc.) lies in “understanding” and “matching.” They analyze content quality, relevance, user interaction data, and more. To be favored by AI:

1. Provide high-quality, original, and valuable content: Avoid vagueness; it should solve users’ practical problems.
2. Structure and semantically optimize content: Use clear subheadings, lists, FAQs, and other formats to help AI understand your content structure and core information more easily.
3. Naturally integrate keywords: Keywords should appear naturally in titles, subheadings, and the body text, avoiding keyword stuffing.
4. Boost user engagement: High engagement rates (likes, comments, shares, dwell time) send positive signals to AI.
5. Scenario-based content: Content should match users’ search scenarios and usage scenarios; this is a crucial strategy emphasized by SynMentis.

Q: What assistance can SynMentis provide regarding cross-border content strategy? A: SynMentis specializes in AI-powered new content factories, providing customized content strategies for cross-border e-commerce and foreign trade practitioners. Our strengths include:

1. Bulk long-tail keyword coverage: Using AI technology, we precisely identify and generate content covering a massive number of long-tail keywords to enhance SEO performance.
2. Scenario-based content production: Deeply analyze user pain points and usage scenarios to generate scenario-based content that better understands users and is more easily recommended by AI.
3. Multi-modal content generation: Not limited to text, we also support various forms such as images and video scripts to meet the needs of different platforms.
4. Data-driven optimization: Based on AI data analysis, continuously optimize content performance and improve ROI.