Domestic Cross-Border Electricity Providers Need To Cross The Cannon Encirclement Amazon

Americans also have "double eleven", the first day after Thanksgiving, that is, in November 28th of this year. business They will use big price cuts and vouchers to attract customers. This day is called "black Friday". And the first Monday after that is the online shopping festival of the United States, Internet Monday, which also attracts customers in the form of discount. However, from last year's data, the sales volume of these two holidays in the United States is not as good as that of an e-commerce platform in China.

Indeed, the size of China's consumer population is too large. The number of Internet users is two times more than that of the United States. The proportion of online shoppers in the overall Internet population is also increasing year by year. With the relaxation of cross-border e-commerce policies, the amazing consumer power of Chinese people is spreading from the native to the international market. This year, double eleven Tmall alone has more than 200 foreign brands to join the sales promotion, and internationalization is becoming the key point for the future competition of the domestic electricity supplier.

　　 Internationalization Or "being internationalized"?

In China, buying overseas brands through e-commerce platform is often called "Hai Tao". In the past, due to cross-border trade policy restrictions, consumers generally bought overseas goods by purchasing or spanferring companies, which even gave birth to a new occupation of "purchasing agents". However, with the establishment of Shanghai free trade area and the emergence of domestic cross-border e-commerce platform, this occupation will have no room for survival.

Overseas brands can enter the Chinese market through the form of free trade zones and the entry of China's e-commerce platform. This is not only the impetus for the globalization of commodity trading, but also the result of negotiations and compromise between trade partners. China has the largest consumer market in the world, and overseas businessmen naturally covet for a long time. However, under the condition that domestic brands' international competitiveness is not yet mature, relaxing the cross-border trade policy is obviously more harm than good to China's economy.

Just like the protection policy in the field of film and so on, under the premise of technical blockade by Hollywood studios, it is very difficult for domestic films to make breakthroughs. Therefore, the policy of quantitative restriction on imported films is just like cross-border trade policy, which is not difficult to understand from the economic level. If the tightening of policy in the past is a manifestation of China's "self-knowledge", the relaxation of the current policy is a manifestation of "confidence", which is gradually being recognized by international consumers.

On the one hand, overseas brands are actively seeking cooperation with the Shanghai free trade area, reducing trade costs and trading time by establishing logistics and storage centers in the free trade area. On the other hand, some businesses are actively cooperating with the domestic e-commerce platform to enter the online shopping mall, so as to get a share in the Chinese e-commerce shopping carnival. From the perspective of overseas brands, the Chinese electricity supplier industry is also an internationalized process while stepping up its internationalization strategy.

From this year's double eleven electricity supplier spanaction data, overseas brands are mainly concentrated in clothing, food, cosmetics and other consumer goods. A US food trader sold 180 thousand barrels of nuts in the pre-sale period, which is no doubt a temptation for overseas businessmen who have not yet entered the Chinese market. During the "black five" period, the outlets of the US outlets launched promotional activities with the Online Thematic page of the domestic cross-border electricity supplier honey Tao. The iPhone6 price was only 2256 yuan, and the international famous brands KATE SPADE, MK, TORY BURCH, COACH and so on all had only the domestic 2.5-3 discount price.

Encirclement and suppression of electricity providers and anti encirclement and suppression at home and abroad

Before the arrival of double eleven, the US shopping website, which entered China's tenth year, announced the opening of the "six country direct mail" business. Through the establishment of a logistics warehouse in the Shanghai Free Trade Zone, after the consumers placed the order, the distribution directly from the free trade area through the domestic logistics company greatly reduced the time and logistics cost of the sea.

Amazon's move has been seen as a challenge to China's local e-commerce platform, but this is not the first time local businesses have been faced with provocations by outsiders. Ebay, who bought the eBay auction site "eBay eBay" in 2003, was returned to the market because of its low price. In 2008, YAHOO China, which was spanformed into an e-commerce platform, changed its face only after a year or so. Compared with the two countries, Amazon, which has been entering China for ten years, has always been relatively respectable.

And the Chinese mainland Online retailers Compared with enterprises, there are two insurmountable obstacles to the development of foreign electricity providers. One is price, the other is logistics. Although with the improvement of domestic consumption level, the concept of consumers has changed a lot, but price is still the main factor determining consumption. Compared with domestic electricity providers, foreign electricity providers obviously do not have the price advantage. In terms of logistics, the cooperation between Amazon and Shanghai FTA has improved timeliness. However, because of the different quality standards at home and abroad, many products can not enter the Chinese market, and there are certain limitations in terms of commodity types.

While overseas electric providers are constantly trying to enter the Chinese market, Chinese local e-commerce enterprises are also beginning to take the pace of internationalization. Ali launched the "Tmall international", Jingdong opened up the "sea buying" channel, shortly after the eleven B2C, the largest cross-border investment in the field of electricity in the field of honey Tao, before the arrival of black Friday, the direct purchase of the United States outlets outlets online outlets. Local electricity suppliers are more likely to get consumers' favor, and they are well versed in the shopping psychology of domestic consumers. They are obviously better than the overseas encirclement and suppression campaigns.

This is why the domestic cross-border electricity providers have shown signs of abnormality after the opening of the six direct mail business in Amazon. The Chinese market for buying overseas goods is not large at present, and the only market share is occupied by several cross-border electricity providers in China. A long time ago, this share was in the hands of the purchasing platform, but later the purchasing platform also made a spanformation. Take the honey Tao, for example, before doing the shopping guide and purchasing agent, now began to spanform to do self employment, so that the overseas electricity supplier's market share was further squeezed.

Domestic cross-border electricity providers need to cross several hurdles

Before the establishment of the Shanghai Free Trade Zone, the domestic Amoy market is always in the gray area lacking of policy support and legal supervision. Purchasing platform helps consumers to buy goods. First of all, they should place orders on foreign e-commerce platforms, then send them to overseas collecting points, and then go through customs clearance by spanshipment companies. Any problems in any links will cause bad shopping experience to consumers, while purchasing platform requires manpower and energy to coordinate and dredge.

The lack of control capability in the supply chain is the main reason leading to the loss of competitiveness of the purchasing platform. To solve this problem thoroughly, we can only integrate all the links in the supply chain into our own operation system. We should cooperate with the domestic bonded areas, and we can advance the stocking of the hot goods through the big data analysis. After the consumer orders, the goods can be shipped directly from the bonded area. On the one hand, we can reduce the logistics cost. On the one hand, we can control the cost and quality assurance of the goods on the one hand.

When it comes to logistics, it is also a need for cross-border electricity providers. At present, Ali adopts three modes: overseas direct mail, cargo collection, direct mail and bonded, while Amazon is the two mode of overseas direct mail and bonded. Logistics has two key points for cross-border electricity suppliers, one is cost, the other is time, cost determines the size of profit space, time determines the consumer's shopping experience, and needs to find a balance between the two. At present, the bonded mode is a more appropriate way.

Finally, the issue of branding. After the Alibaba launched its direct mail service in Amazon, it has said that at present, the domestic consumers purchase overseas brands is still a small part of the demand, and the market is not so large. After the cake grows, the industry competition will naturally appear. For Ali, who is rich in money, is not afraid of the challenge from his peers, what about a startup company like Amy?

No flow, no money can only rely on marketing and brand. So the first task before honey is to set up a benchmark image in the field of overseas shopping. The most popular honey Tao is expanding its layout. In addition to putting a series of subway advertisements, it also works with the US outlets to introduce the black Friday shopping Carnival into China. Ali creates festivals, and honey is introduced into festivals to synchronize the promotional prices of American products. The promotion intensity of the festival is unprecedented. It is a good opportunity for Chinese consumers to buy "foreign goods" without going abroad.

The industry threshold of cross-border electricity providers is not high. With the maturity of supply chain and logistics, more and more entrepreneurs will enter this field. The cake will also grow bigger, but it is not known how much it can eat.