Creating a "One-Person CMO" for Cross-Border Merchants, "Ewa Quant Agent" Uses Agents to Solve Marketing Efficiency Challenges | Wave Rider of Global

Introduction:

Looking globally and exploring the second growth curve has become a definite direction. However, how to go global still tests the wisdom and courage of every Chinese enterprise. There are numerous paths for going global, such as brand expansion overseas, supply chain globalization, and cross - border e - commerce. Yet, there is never a one - size - fits - all answer. North America, Southeast Asia, the Middle East, Latin America... The markets are vast, but each has its own challenges and risks. Behind every long - distance expedition is the exploration of Chinese enterprises. More and more Chinese presences are emerging on every distant coastline.

The "Global Pioneers" column aims to seek out global benchmarks in different fields, analyze real - world cases from a professional perspective, precipitate methodologies through consensus, and discover new possibilities in differences.

In 2025, AI Agents moved from concept to commercial implementation. "Making money with AI" has become one of the most concerned topics for entrepreneurs and investors. AI products that form a closed - loop in vertical fields and directly create commercial value are emerging continuously.

Among them, cross - border e - commerce, a contradictory combination regarded as a "red ocean of traffic" and a "blue ocean of growth", is undoubtedly a popular scenario for application implementation. On the one hand, social e - commerce platforms such as TikTok have become new engines for sales growth. On the other hand, small and medium - sized sellers find it difficult to cope with complex challenges such as low content creation efficiency, soaring advertising costs, and difficulty in achieving high sales volume through cooperation with influencers.

In the cross - border e - commerce battlefield full of uncertainties, EWA Technology (EWA) attempts to provide a bridge to growth for global expansionists with its definite AI and data capabilities.

EWA Technology was founded in 2023 and launched the AI product "EWA Quantitative Intelligent Agent" (hereinafter referred to as "EWA") in November 2025. It is committed to building a "marketing brain" centered on products that can iterate autonomously, helping cross - border merchants improve the efficiency and conversion rate of content marketing. "What we ultimately deliver is not tools, but sales volume and profit," said Jiang Anqi, the founder of EWA Technology.

Jiang Anqi is a serial entrepreneur in the field of digital marketing. He has served as the head of advertising platforms at Baidu and Sina, and the senior vice - president of BitAuto and Zhihu. In 2023, he led the team to launch the Agent product "EWA Assistant" for the legal community. The core team of the company comes from Internet enterprises such as ByteDance and Sina Weibo, and has many years of experience in digital marketing and AI application fields.

01

Going Global with Agents

Solving the Dilemma of Global Marketing Efficiency

Data from the General Administration of Customs shows that in the first half of 2025, the total import and export value of China's cross - border e - commerce reached 1.37 trillion yuan, a year - on - year increase of 10.3%. Among them, social e - commerce represented by TikTok Shop continued to lead in terms of growth rate.

Under the prosperity, the pain points are sharp. EWA Technology observed that 58% of the GMV on TikTok Shop comes from content conversion of short videos and live broadcasts. However, the hit rate of natural content is generally less than 5%, and the order - placing rate of influencer cooperation is less than 3%. Merchants find it difficult to find content strategies with high conversion rates.

Moreover, as advertising and marketing gradually shift from traditional creativity - driven to data - and algorithm - driven digital marketing, enterprises need to produce a large amount of materials for A/B testing and then decide on the advertising strategy based on data feedback. The digital marketing process from production, testing, advertising to iteration results in a huge workload for merchants, and the trial - and - error cost is relatively high for small and medium - sized merchants. As the number of merchants increases, the CPM of platform advertising continues to rise, and the threshold for new stores to achieve high sales volume is also constantly increasing.

"These are the core pain points that prevent more small and medium - sized merchants from entering the cross - border field," said Jiang Anqi. "The starting point for us to establish EWA Technology is to let AI capabilities run through the entire content link and help small and medium - sized merchants achieve efficient conversion from traffic to products at a lower cost."

Facing the existing video - generation AI tools on the market, EWA Technology proposed a differentiated product positioning of "Vibe Marketing" (Collaborative Marketing). Jiang Anqi explained, "The concept of Vibe comes from Copilot, emphasizing human - machine collaboration. EWA builds a collaborative framework for automated marketing tasks, allowing AI to collaborate with humans in the content production process. Whether it is SEO optimization in the scenario of shelf e - commerce or creating short - video hits in social e - commerce, they are just different means to achieve the GMV target. AI can be responsible for the connection, execution, and optimization of all actions, and humans only need to issue instructions and review the results.

Compared with other general video - generation tools, EWA's advantage lies in its in - depth understanding of the e - commerce marketing scenario. Its self - developed visual understanding model aims not only to recognize "a person is running", but also to identify "this picture is a hook to demonstrate the waterproof performance of shoes".

Specifically, EWA can build an independent and exclusive marketing intelligent agent for each product. After analyzing the core selling points and audience profiles of the product in the target market, it calls the self - developed visual understanding model to analyze the original video materials uploaded by merchants, identify the product attributes and functions presented in the material segments (such as "pain - point hooks", "function demonstrations", "calls to purchase", etc.), and then, like an experienced editor, recombine and edit the materials to generate high - quality product - promotion videos that conform to the language and style of the target market.

According to Jiang Anqi, EWA is currently being used in the company's own cross - border business, selling daily necessities and fitness products in the Southeast Asian market. "By serving our own products, we can find possible bottlenecks in actual operations. On the one hand, we can solve business problems by optimizing AI capabilities. On the other hand, we can also improve the Agent product, achieving a positive cycle of mutual promotion between business and technology."

The profits of small and medium - sized cross - border sellers are usually eroded by the costs of purchasing, fulfillment, traffic, and content operation. According to EWA Technology's calculation, by providing merchants with high - quality supply chain integration, intelligent editing, and intelligent advertising services, EWA can increase the profitability of merchants by 25% - 30%.

02

Building a Closed - Loop for the Entire Content Marketing Link

Realizing the Vision of "One - Person CMO"

In mid - November 2025, the Beta version of EWA was officially launched. Based on the verification results of the internal e - commerce business and a small number of co - creation customers, it can save about 75% of editing manpower, and the conversion efficiency of the generated videos is close to that of manual editing.

Next, EWA Technology plans to launch an intelligent advertising function to achieve data closed - loop and self - iteration capabilities. After the product - promotion videos are advertised on different platforms, the full - link data such as views, interactions, and conversions will be collected in real - time into EWA's marketing target data bank. Based on its self - iteration capabilities, EWA can analyze key elements such as the content form, advertising time, and target audience of the collected data, continuously deepen its understanding of products and users, and thus optimize the quality of material production and advertising strategies.

"EWA is like a digital operation specialist that can continuously learn and grow," Jiang Anqi metaphorically said. "In the initial stage, the collaboration ratio between humans and the Agent may be 50:50. As the service time increases and more data is accumulated, the autonomy of the Agent will become stronger and stronger, and the human participation will gradually decrease to 20% or even lower."

The current challenge for EWA Technology is to continuously adapt to the rapid changes in the overseas market, including platform policies, user habits, and traffic rules. To this end, EWA adopts an open - architecture of AtoA, aiming to quickly connect to new platform rules and adapt to different marketing channels, so as to respond to overseas market changes faster than traditional Martech companies or agency operation services.

"The experience we gained from the previous AI entrepreneurship is that most Agent products aim to improve efficiency and reduce costs, but it is often difficult to clearly quantify their impact on the actual operation of enterprises. A good AI application must be able to deliver end - to - end results with a success rate of more than 60% - 70%. Otherwise, 'cost reduction' doesn't make much sense. We hope that EWA can truly create incremental value for enterprises. This goal is clearer for enterprises and can also make our customers and us a real community of interests," said Jiang Anqi.

Therefore, in terms of the commercialization model, EWA did not choose the common SaaS subscription system in the industry, but the RaaS model (Result as a Service) that charges customers according to results. For large customers and brand owners, it adopts the agency operation model, providing in - depth and transparent full - case services and sharing the GMV. For small and medium - sized merchants, it provides standardized SaaS products, and the fees are linked to the promotion effect of products. For individual merchants/entrepreneurs, it launches the "1 - to - N accompanying model", providing full - link services from products, supply chain to operation training.

Jiang Anqi said that the vision of EWA Technology is "One - Person CMO, Empowering Global Products", delivering the systematic integrated marketing capabilities that were once only affordable for big brands to every small business individual through AI. "Anyone with execution ability can become an efficient CMO team by themselves and sell good products globally with the support of EWA Technology's product and service system."

* The views expressed are from the interviewed institutions or individuals and are for reference only.

This article is from the WeChat official account "Comprehensive Service Port for Zhejiang Enterprises Going Global", author: Zhejiang Enterprises Going Global.