On April 3, 2014, Alibaba announced that its subsidiary Tmall Global had signed a strategic cooperation agreement with Ningbo Free Trade Zone; In June, Jumei's cosmetics overseas shopping website Jumei Overseas Shopping was launched; In July, Suning established a cross-border e-commerce project team; In September, No.1 Store achieved integration with Dongfang Electronic Payment and Cross border Communication, and Amazon fully entered the Shanghai Free Trade Zone in its tenth year of entry into China. It can be seen that the "cross-border war" between e-commerce giants has already begun.
【 Mode 1 】 "Bonded Import+Overseas Direct Mail" Mode
Typical case: Tmall Global
Analyst comments:This model can significantly reduce logistics costs, improve logistics efficiency, and bring more competitive overseas goods to Chinese consumers. However, it is worth mentioning that the current policy of the "bonded import" model is particularly uncertain, so the future direction still needs to be observed.
【 Mode 2 】 "Self operation+investment attraction" mode
Typical case: Outsourcing from Suninghai
Mode Overview:The "self operated+investment promotion" model is equivalent to maximizing the internal advantages of the enterprise, and adopting external investment to make up for its own shortcomings in areas where the internal advantages are lacking or relatively weak. Suning has chosen this model, taking into account its own current situation and leveraging its inherent advantages in traditional e-commerce such as supply chain and capital chain. At the same time, it compensates for the shortage of international commercial resources through global investment. Suning's entry into cross-border e-commerce is also another strong competitor in the market after Tmall and Amazon. The China E-commerce Research Center has gathered the latest developments in cross-border e-commerce in Suning Cloud Commerce.
Analyst comments:Regarding thisSenior Analyst, Online Retail Department, China E-commerce Research CenterMo Daiqing believes that if Suning can make good use of the advantages of international express delivery licenses to establish a comprehensive overseas circulation system, fully utilize its own payment tools, and the advantages of numerous stores, Suning's prospects for entering the cross-border e-commerce market will be even more worth looking forward to. In addition, foreign brand merchants will have more room to leverage Suning to enter the Chinese market.
【 Mode 3 】 The "self operated rather than pure platform" mode
Typical case: Jingdonghai outsourcing
Mode Overview:At the end of 2012, the English version was launched and sold directly to overseas buyers. Until the beginning of 2014, JD announced an increase in internationalization and adopted a self operated rather than pure platform approach. JD's overseas purchases were the main direction of JD's overseas Taobao business. JD controls the quality of all products to ensure that the packages sent out are trusted by consumers. In the initial stage, it may rely on overseas distributors of the brand to obtain goods, and in the future, it will try to cooperate directly with foreign brand merchants.
Analyst comments:From the current perspective, JD Overseas has already made a layout and is still waiting for further efforts in the future. JD's overseas purchases are not based on a full category approach, but rather on the needs of JD members. Compared to other e-commerce platforms such as Tmall Global, Amazon, and Yihaodian, JD has not yet shown its advantages in conducting online shopping. The online shopping business will be "deeply rooted and refined", waiting for gains.
【 Mode 4 】 The "Direct Sales+Bonded Zone" mode
Typical case: Jumeihai outsourcing
Mode Overview:The 'self operated' model means that cross-border e-commerce enterprises will directly participate in the buying and selling processes of overseas goods such as procurement, logistics, and warehousing. We have our own system for logistics monitoring and payment systems.
At present, the Henan Bonded Logistics Zone has opened a self operated warehouse of tens of thousands of square meters for Jumei Youpin. Its daily processing scale of imported goods is expected to reach 80000 packages by the end of the year. Jumei Youpin and the Henan Bonded Logistics Center completed their docking in September 2014. The opening of the bonded logistics model will greatly compress the time for consumers from ordering to receiving goods, coupled with the convenience of overseas direct shipping services, because Jumei Overseas Purchase can compress the purchase cycle from 15 days to 3 days, or even shorter, compared to the conventional "overseas Taobao goods" purchase cycle, and ensure that logistics information can be tracked throughout the entire process.
Mo Daiqing believes that in terms of logistics, they can compete for speed and integrate the advantages of the global supply chain through Jumei Overseas Purchasing. They can directly participate in the buying and selling processes of overseas goods such as procurement, logistics, and warehousing, or create a unique "overseas Taobao" and "self operated" model. Establishing a reliable cross-border e-commerce platform using bonded areas, improving supply chain management efficiency, and solving warehousing and logistics problems is a revolution in the current traditional overseas e-commerce model, making commodity circulation no longer divided between channels and countries.
【 Mode 5 】 "Overseas Commodity Flash Purchase+Direct Purchase Bonded" Mode
Typical Case: Vipshop Global Sale
Mode Overview:In September 2014, Vipshop's "Global Sale" channel made its debut on the homepage of the website, while also launching the first legitimate overseas express import "Global Sale" business. Vipshop's "Global Special Sale" adopts the highest level of "Three Order Docking" standard in customs management mode throughout the entire process. "Three Order Docking" realizes the automatic generation of consumer order information for customs verification and filing of orders, waybills, and payment documents, and synchronizes them in real-time to the e-commerce platform supplier, logistics forwarder, and credit payment system, forming a four in one closed full chain management system.
Analyst comments:Mo Daiqing believes that compared to the previous troubles of repeated tracking and tax payment on online shopping, Vipshop's cross-border e-commerce model makes products and services more transparent and transparent.
【 Mode 6 】 "Self operated cross-border B2C platform" mode
Typical cases: Amazon Overseas Shopping, No.1 Overseas Shopping, SF Online Shopping
Mode Overview:Amazon wants to establish a warehouse in the Shanghai Free Trade Zone and sell its products to China through a free trade model (i.e. bonded stocking), which is currently being promoted. The model of overseas e-commerce building warehouses within China's bonded areas can greatly improve the speed and experience of cross-border online shopping, which is highly anticipated by e-commerce.
It is understood that Store 1 enters through the bonded import mode or overseas direct mail mode of the Shanghai Free Trade Zone, and can import overseas goods to the Shanghai Free Trade Zone in advance for stocking. In addition, Wal Mart, the strategic investor of No. 1 Store, has the advantage of integrating retail and procurement resources in the international market, which will benefit the "No. 1 overseas shopping" business.
On January 9, 2015, the cross-border B2C e-commerce website "SF Online" led by SF Express was officially launched. The products provided involve popular countries such as the United States, Germany, the Netherlands, Australia, New Zealand, Japan, South Korea, etc. SF Express Overseas Taobao provides services such as product details localization, RMB payment, and Chinese customer service team support, providing a smooth experience such as one click ordering. The products currently launched are locked in categories such as mother and baby, food, and daily necessities. The goods can be delivered within about 5 working days.
Analyst comments:Mo Daiqing believes that the bonded import model occupies a large amount of funds during stocking, has high requirements for organizing the source of goods, and has high requirements for judging user needs. However, such models may be affected by changes in industry policies.
【 Mode 7 】 The "three direct" model of "direct sales, direct purchase, and direct mail"
Typical case: Ocean Terminal
Mode Overview:Yang Pier is a third-party cross-border e-commerce trading platform for Chinese consumers. The sellers on this platform can be divided into two categories: one is individual buyers with C2C model, and the other is merchants with M2C model. It helps foreign retail industries connect with Chinese consumers, that is, overseas retailers should sell directly to Chinese consumers, Chinese consumers should purchase directly, and the logistics in the middle is direct mail. Three direct sales: "direct sales, direct purchase, and direct mail".
Analyst comments:As a pioneer in cross-border e-commerce, Yangkou Port is open to third-party sellers, and therefore also faces direct competition with e-commerce platforms such as Amazon, JD.com, and Suning. To establish a foothold at the overseas port, it is still necessary to make sufficient efforts in terms of overseas suppliers, product experience, user experience, and logistics.
【 Mode 8 】 "Vertical self operated cross-border B2C platform" mode
Typical case: Honey Sprout Baby
Mode Overview:Vertical self operated cross-border B2C platforms refer to platforms that focus on a specific field when selecting self operated categories, such as beauty, clothing, cosmetics, mother and baby, etc.
Mia Baby leads the "limited time special sale of mother and baby brands", which refers to recommending popular imported mother and baby brands on the website every day, and selling them in limited quantities within 72 hours at a discount below market price, committed to opening up cross-border e-commerce business. According to monitoring data from the China Maternal and Child E-commerce Network, the number of users of Miayabao has exceeded one million. In October 2014, its GMV exceeded 100 million yuan, and the monthly repurchase rate reached about 70%.
According to research conducted by the China E-commerce Research Center, the supply chain of Miayabao can be divided into four modes: 1. Procurement from the domestic general procurement system of the brand; 2. Direct procurement from foreign orders and general trade through various ports; 3. Ordering from abroad and adopting the pilot model of cross-border e-commerce in Ningbo and Guangzhou; 4. Mia Ya's overseas company orders from abroad and declares customs entry through direct mail.
Analyst comments:Mo Daiqing believes that cross-border e-commerce platforms of this type have relatively strong supply chain management capabilities due to their self operation, making the entire process from procurement to user control easier. However, it is worth noting that significant financial support is required in the early stages.
【 Mode 9 】 "Shopping Guide Rebate Platform" mode
Typical case: 55 overseas Taobao
Mode Overview:55 Haitao is a rebate website targeting Chinese consumers for overseas online purchases. Its rebate merchants are mainly B2C and C2C websites in the United States, the United Kingdom, Germany, and other countries, such as Amazon and eBay, with rebate rates ranging from 2% to 10%. The products cover comprehensive categories such as mother and baby, beauty, clothing, and food.
Analyst comments:The guided shopping rebate model is a relatively light e-commerce model with relatively low technical barriers. It can be divided into two parts: drainage and commodity trading. This requires enterprises to establish cooperation with overseas e-commerce on the B-end and obtain traffic from users on the C-end. At present, 55 Overseas Taobao has certain advantages in rebate limits, but its characteristics in cooperation with merchants have not yet been fully reflected.
【 Mode 10 】 The "Cross border C2C Platform" mode
Typical cases: Taobao Global Shopping, American Shopping Network
Mode Overview:Global Shopping is the fashion center of luxury brands on Taobao. Global Shopping helps members achieve the goal of "traveling around the world without leaving their homes" and established this platform in 2007. Global Buying expects to provide services to high-end users of Taobao by rigorously reviewing every seller and carefully selecting every product.
The "American Shopping Network" focuses on purchasing local American brand products, covering clothing, luggage, sports shoes, health products, cosmetics, watches and jewelry, outdoor equipment, home maternal and child products, home theaters, and more. This website has both wholesale and retail functions, with a focus on direct mail purchasing. The products purchased on behalf of the company are all delivered through a unified logistics system by the US branch - New York Uni Express, which ships directly from the US to customers without the need for domestic transshipment.
Analyst comments:Mo Daiqing believes that Taobao Global Shopping and US Shopping Network are the first batch of purchasing websites in China, following the cross-border C2C platform route. Similarly, there are eBay Global Marketplace and others. On the one hand, these websites have relatively shallow involvement in cross-border supply chains, making it difficult to establish a sufficient competitive advantage, and on the other hand, they also lack consumer trust. With the addition of e-commerce giants such as JD, Suning, Yihaodian, and Amazon, these overseas purchasing platforms have been greatly impacted.
(Editor: Li Wenliang)
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