Black Friday China's first Shohai Amoy or farewell to minority times

Tencent Science and Technology Zhang article November 29 report

In Washington's Macy's department store, the last day of crazy shopping has just come to an end, and now it is the evening of November 28 local time, only a few hours away from "black Friday".

And in the Pacific Ocean, in Beijing, China, a day of the sea Amoy guests are still immersed in a contented sleep. For many of them, the experience of "Black Five" is the first time in life.

The concept of "black Friday" originates from the United States, the first day after the annual Thanksgiving Day, the fourth Thursday of November. People will be in the morning when the door of the store in a dark line of dark long line, lest miss the end of the last big promotion. This day a large number of promotional activities triggered by the rush to the market profits doubled, traditionally with red record of the deficit, black record earnings, and thus have a "black" said. and shop staff to laugh at the busy day. The day officially kicked off the Christmas shopping season and is seen as a barometer of the Christmas sales performance of the U.S. retail industry.

With the popularity of online shopping in the world, black Friday gradually became the carnival season of Chinese sea Amoy guests.

According to data released by China's Ministry of Commerce, in 2013, mainland China's "sea Amoy" has reached 18 million people, Chinese consumers on the overseas web site consumption amounted to 33 billion U.S. dollars. By 2018, the Chinese Sea Amoy annual consumption amount is expected to reach 1 trillion yuan.

But the traditional sea Amoy process is quite cumbersome, the threshold is very high: the user from the Chinese shopping Guide website or overseas to see the purchase information, in the overseas website order, find the forwarding company first from the United States to send back home, experience up to 1-2 months or even longer wait to receive the goods. The premise of all this is to understand English and have a dual-currency credit card. Many sea Amoy guests call this is an "anti-human" user experience.

However, this year's "Black Friday", a number of fresh international buying channels to China's blood to fight a family open arms, Chinese and foreign businessmen seem to have found a new way to get through China and overseas markets.

Domestic and foreign electric dealer Qi exerting force

Amazon

As early as a few months ago, Amazon China opened the overseas shopping operation, and yesterday's "Black Five" officially launched its first gold-sucking shot. November 28 from 9:00 to November 29 23:59, Chinese consumers in the Amazon in China can simultaneously enjoy the Amazon United States "Black Friday" exclusive offers: the whole Chinese shopping experience + 30 percent, more than 100 international brands of 35,000 products + Amazon Logistics direct delivery. Since 16:00 yesterday, the Brush Merchants Bank Credit card can also enjoy free shipping services, one single per person.

After Amazon buys the order, the operations center in the US, Amazon, synchronizes orders and delivers direct shipments. Cross-border distribution with the Amazon China Distribution team docking, the official page shows the average delivery time of 2 weeks, the fastest 3 working days or so.

In the second half of 2014, the Amazon China identified the new President Gedau, opened the main overseas merchandise differentiation route: August 19, the four international brand Pavilion online, 20th, with the Shanghai FTA, the settlement of Cross-border platform; October 29, Amazon, USA, Germany, Spain, France, Some of the products in the UK and Italy are open to direct mail services in China.

Alibaba

November 20, Alipay announced the launch of "Overseas direct purchase", the sea Amoy operation process simplified to 3 steps: Alipay account login, fill in the address of the delivery, payment. The official website shows delivery time in 10~12 working days. Alipay also with the United States four major department store Giants (Macy ' s, Neimans, Bloomies, Saks) and Ann Taylor, Aeropostale and other clothing brands to establish cooperation to achieve Alipay payment. Subsequently, Alipay announced in the period from November 24 to December 1 to invest 60 million yuan sea Amoy cash red envelopes, users can through the day Cat International, Taobao Global Purchase, a Amoy Hai platform acquisition.

At the same time, the Cat International homepage is also low-key on the Black Five global packet mail activities, from November 27 to December 1.

Ocean Dock

From November 24 onwards, some of the goods on the foreign terminals launched the "Black Five" preferential activities. Consumers can enjoy the whole point from the official Internet to rob the whole point of spam, selling red envelopes, the second half price, the new registered users receive 100 Yuan red envelopes, old push new receive 20 yuan red envelopes and other preferential services. Most commodities realize that sellers bear freight and tariffs, and the part is as low as 10 percent. Activities continued until December 2.

Foreign terminals are the first foreign retailers to introduce cross-border imports of electric business platform, has been established nearly 5 years. Chinese consumers can directly buy products from overseas retailers on their websites, which are sent by direct mail from overseas retailers. Logistics by the foreign terminals built Behai International settlement.

Honey Amoy Global Shopping

Honey Amoy starting from October to prepare the "black five" big promotion. They were on November 9 and 15th on the main venue and online red envelopes game, November 20 online branch and brand venues, while the introduction of the voucher function. Red envelopes and Brand coupons are distributed in nearly million. November 28 0 o'clock, Honey Amoy launched the "overseas shopping Carnival" activities, all goods worldwide mail, activities limited to the same day.

Honey Amoy is the flagship limited to sell the Sea Amoy site, online so far 8 months. Honey Amoy Main Commodity category concentrated in the mother and child, beauty makeup and other products. Its direct connection with the Guangzhou bonded area to achieve the free trade zone stock straight hair, significantly shorten the delivery time, the price advantage has further enhanced the user experience.

HAI360 Overseas Purchase

November 22 to 30th, hai360 overseas purchase launched the "Black Five national Sea Amoy" activities, every day 10 points, 16 points, 20 points of the entire delivery of the highest amount of 555 Yuan red envelopes, 2000 yuan of the following goods full subsidy tariffs, overseas direct mail.

HAI360 Overseas purchase was officially launched this July. At present, the site has been with the United States, including Amazon, 6PM, Vitacost, Beauty, GNC, including the five major U.S. electric business platform to establish cooperation. The consumer can buy all the items of these five electric dealers, Chinese page, support Alipay and all commercial bank card in China.

The ultimate game of business model

Product Category

Alibaba teamed up with the old American traditional department stores, Amazon China's proprietary 35,000 kinds of international selection and the United States and Asia synchronization, the Ocean Terminal access to the United States, Australia and New Territories, Europe, more than 1200 overseas retailers, more than 300 overseas brands; Honey Amoy collection of overseas 120 brands, 3,000 SKU (number of items HAI360 overseas purchase as the five major U.S. electric platform to enter China's flow of traffic entry.

Hand Price

Amazon China, hai360 overseas purchase and the United States synchronization, the former choose to synchronize the lowest price goods, the latter choice of American and Asian proprietary goods and to give tariff subsidies; Ali sent 60 million yuan red envelopes, the equivalent of low to 30 percent-40 percent; the goods are priced by overseas retailers; Honey Amoy Global purchase pricing. According to Tencent Technology observation, the current market of overseas shopping sites in the overall price of goods, prices, taxes, freight and so on together there will be 10 yuan within the difference.

Logistics

Amazon is delivered by 96 operations centers and global Logistics systems, direct shipments from the Amazon US Operations center without transshipment; Ali chooses the rookie overseas transshipment and unifies the United States four stores to open the direct mail service, the Ocean Wharf uses the own construction logistics system Behai International; Honey Amoy Global buy play free trade Zone direct Hair Advantage HAI360 overseas to use international direct mail, integration of international and domestic third party logistics.

Business model

At present, the Sky Cat International is the largest domestic cross-border import of electricity business platform, Ali official said its entry businesses include the United States, Japan, Korea, Australia, New Zealand, the United Kingdom, France, Italy, Germany and other more than 20 countries, retailers and brand manufacturers. But the number of days cat international merchandise far less than Amazon, although required to be settled to have overseas retail sales qualifications, quality is still not fully guaranteed. Thanks to the domestic Cross-border electricity import bonded mode, Cat international and bonded area cooperation, enjoy the convenience of goods clearance, low tax rates.

Foreign terminals are now connected to the United States, Australia and new more than 1200 overseas retailers, such as Europe, are the second largest cross-border importer of electricity, after Cat International. Honey Amoy Global purchase focus on Mother and child, beauty makeup and other categories of the limited selling self-delivery platform; hai360 overseas purchase location in overseas electric business service platform, Docking overseas businesses and domestic consumers.

Talking about the impact of Amazon China's "overseas purchases" on domestic cross-border importers, the CEO of the Ocean Terminal told Tencent Technology, and Amazon used its global supply chain to penetrate the Chinese market to promote competition in the sea Amoy industry, but also to help the industry's development. "On the one hand, it helps us to educate China's overseas shopping market, so that people like Shanghai Amoy, which saves us a lot of market development costs; On the other hand, Amazon's move lowers the threshold for us to negotiate with overseas retailers and better access." ”

In terms of volume, in addition to Amazon China "overseas purchase", Cat International is likely to become the future of Chinese consumers to buy global goods, the main electric platform. Alipay's tie-up with traditional U.S. department stores has eased the impact of Amazon's direct-mail China on Cross-border imports. The category richness of the not-dominant Ali with its billion market capitalisation and localized services still with the Amazon China against the Taiwan competition. Ocean terminals and hai360 overseas will continue to occupy market share along the two parallel lines of heavy and light supply chain, honey Amoy will also strive to achieve its largest overseas shopping platform goal.

Hai or will say goodbye to the minority era

"Double 11" in six years to allow Chinese consumers to develop the habit of online shopping. But as consumers upgrade, Chinese consumers, represented by the middle class, want to buy better goods and improve their quality of life. China does not have enough resources to meet the needs of so many consumers, and overseas goods just fill this shortage. On the other hand, the seafood recommended to buy on the website also stimulated the potential demand of users, stimulated their desire to buy.

According to Tencent Science and technology, in just the end of the Chinese version of "Black Five" to promote this day, the Hai website sales are a record high, the average daily turnover reached the usual 4~5 times, each PC-side and mobile-end UV (Unique Visitor, independent visitors) Total breakthrough hundreds of thousands of. From the sales situation, the largest volume of the category concentrated in bags, shoes, electronics, health care and beauty makeup, and maternal and infant products because compared with weekdays, sales have declined.

Tencent technology from the world to buy Honey Amoy, in yesterday's "11.28 Big promotion" one day, honey Amoy total turnover exceeded 20 million yuan. CEO Xia Wenbin said the success of the "Black Five" depends on the marketing campaign for nearly one months. "We put 15 million online and bought a lot of traffic to import users." ”

Once blue waves told Tencent Technology, this year "black five" effect is significantly better than ever before. "This shows that ' double 11 ' does not dilute the enthusiasm of domestic consumers, their desire for shopping has not yet reached saturation." He also stressed that the media publicity and the promotion of government policies for the whole sea Amoy industry benefits, but in the industry enterprises should remain calm, products, prices and services is the core of Cross-border import power competition.

Xia Wenbin previously accepted Tencent Technology interview forecast, the future trend is that consumers will increasingly buy overseas goods, Cross-border import business will trigger a new round of major reshuffle of the domestic electricity business. As for time, he thinks it depends on how much the importer's education of consumer buying habits and how fast the industry is growing.

For Americans, Black Friday is only the beginning, followed by the "Chop Hands Monday" (Cyber Monday) and the one-month Christmas shopping season just opened. The "Black Five" test water China, cross-border electricity dealers handed over a decent answer.