Taking stock of fast-growing cross-border electricity dealers

Domain Name City (domain.cn) November 10 News, these days, if you do not in the micro-letter Circle Brush out one or two purchasing information, it can only say that you have not "internationalization."

Well, say "purchasing" is a bit low? What about the "sea Amoy"? What about the "cross-border electricity dealers"? It's a big moment.

The figures show that the two-year Cross-border electricity dealers are developing rapidly. August 2014, the domestic authoritative advisory body issued "China's cross-border electricity Business Industry research Report 2014", the report said: 2013 China's cross-border electricity market turnover of 2.7 trillion yuan, growth of 28.8%. Among them, the United States has become the main target country of China's exporters, accounting for China's total export power market share of 16.6%, the European Union accounted for 15.3%, ASEAN accounted for 11%.

According to China's E-commerce Research Center monitoring data show that in the first half of 2014 China's Cross-border e-commerce transactions in the total amount of 3 trillion yuan (if this statistic is the same as the above, then the first half of this year cross-border electricity trading volume has exceeded the whole year), including Cross-border retail sales of about 300 billion yuan. China's Cross-border E-commerce platform has more than 5,000 companies, more than 200,000 enterprises. 80% of the enterprises from Guangzhou, Ningbo and other areas with traditional foreign trade base.

Giants step Up "Cross-border"

Ali's latest earnings show that in the third quarter of 2014, International wholesale business income of 1.198 billion yuan, an increase of 24%. This year, the "internationalization" slogan, fast-selling, Cat International to become Ali Cross-border electrical business Important layout of the chess, the two first participation in this year double a big promotion, for this, will pay treasure, rookie logistics tripartite bottom data Unified access to the customs information system.

Jing Dong in 2012 low when the English version, directly for overseas buyers to sell goods. Until the beginning of 2014, Liu announced the internationalization of Beijing and east, he said: "The internationalization of Beijing and East will use Self-and." Rather than a purely platform approach, Jingdong controls all product quality and ensures that the packages sent are trusted by consumers. "In the run-up to the Beijing-east listing, Xu, an old Huawei executive, was in charge of the international business, and the first geographical location was Russia, and the possibility of acquiring local electricity dealers was great." Jingdong Overseas acquisition is the main direction of the East China Sea Amoy business.

Although Amazon has been in China for a full decade, it has always been a localized way to fight with the domestic electric business giants, and failed to become the king, until the end of August this year to change their thinking, using cross-border electric dealers to pry open the other door in China market. At the beginning of 11, Amazon China also announced the opening of six overseas sites direct mail China services, China's consumers through the Amazon China directly to the United States, Britain, France, Germany, Spain, Italy, the six major overseas sites, more than 80 million kinds of international merchandise. At the same time, the Amazon Direct mail to join this year's double a big promotion, the spear pointed at the day Cat International. Have to admit that the global supplier of Amazon's resources so that Ali, Jingdong in the Cross-border electric business, but the development of Amazon Cross-border Electric business in China will not be the case, the tiger sniff author Duguodong wrote that the Amazon opened direct mail, the benefits are not so much in the imagination.

I believe that soon thereafter, shop No. 1th, when, only the goods will also be gearing up for cross-border electrical business.

How to understand the Cross-border electricity dealers? From the point of view of the transaction, the Tiger Sniff will understand the Cross-border electricity quotient as two parts: first, "buy" is the so-called Hai, purchasing, and the second is "sell" foreign trade in the export (retail, wholesale). The latter is represented by the Orchid Pavilion, which has been listed in the United States.

Besides the big stars, what about the Cross-border electric diggers that are not widely known to the public?

In the tiger sniff a deep dig, the ocean dock, Honey Amoy, honey Bud baby, buy a cheap and so on 10 representative of the cross-border power companies exposed sharp corners. From the model point of view, 10 of only one or two are comprehensive trading platform, the rest in the vertical subdivision of the field, of which the special selling mode of limited popularity, mother and child, beauty makeup, clothing category is the most common.

Let's look at 10 representatives of cross-border electricity dealers:

I. Ocean Terminal

Founder: Zeng Bi

Date of establishment: October 2009

Financing: The Angel of the Angel Bay Venture investment in 2010, the amount of unknown

2013 a round of 9 million dollar financing, institutions unknown

Business model: Trading Platform

Introduction: The Ocean Terminal is a cross-border electric commerce third party trading platform facing Chinese consumers. Sellers can be divided into two categories, one is the individual buying hands, the model is Consumer-to-consumer, the other is the merchant, the model is m2c. Ocean terminals on the goods by overseas retailers through the international logistics delivery, merchandise covers maternal and child supplies, food health care, living home, clothing bags, beauty skin care more than 20,000 well-known overseas brands.

Tiger Sniff: Ocean terminals in the business model, and fast-selling, ebay, Amazon, Jingdong Amoy business is basically consistent, are to the third party (overseas) sellers open, so facing the most direct competition. Compared with the Amazon, Jingdong, the foreign terminals do not have the advantages of capital and flow, to be in the gap between the rise, the need for overseas suppliers, logistics integration and the transformation of the product experience. Zembi has been working on ebay before setting up the Ocean Terminal, and should have a certain amount of precipitation in overseas suppliers and business processes.

Two. Honey Amoy

Founder: Xia Wenbin

Date of establishment: October 2013

Financing: July 2014 to obtain Jingwei 500 dollar a round of financing

Business model: Special Sale during limited hours

Introduction: Honey Amoy is a sea Amoy brand special selling site. Honey Amoy to the Sea Amoy brand single product group, category groups and brand group of limited-use mode, essentially a vertical to the overseas brand shopping company. From the Sea Amoy official page display of merchandise look, the main focus on the mother and child, beauty makeup field. Public data show that peach client activation user has nearly 500,000, the cumulative delivery package 80,000, the monthly trading flow has broken 8 million, the number of employees from 7 to 50 people.

Tiger Sniff brief Comment: CN sea Amoy Transformation Honey Amoy is the most obvious is the category focus to mother and child, beauty makeup two areas, reduce the pressure on commodity inventory, from the name can also be seen, Honey Amoy is a female consumer group. Brand-timed special selling and like in the cross-border electricity business version of the only product will, Flash purchase mode and the choice of female audiences is a good entry point for cross-border electricity, but the future can make a cross-border electricity business version of the only product will be able to see whether the formation of a high rate of repurchase, directly test the authenticity of overseas brands, quality assurance.

Three. Honey Bud Baby

Founder: Liu

Date of establishment: 2014

Financing situation: Tens RMB a round by the fund and the perilous peak Hua Xing investment

20 million dollars B-round by Sequoia Capital, the fund and the perilous peak Hua Xing heel cast

Business model: Vertical mother and Child special sale

Introduction: Honey Bud Baby's predecessor is a four crown Taobao shop, 2011 in Beijing. February 2014, Honey Bud Baby transformation for the import of Mother and infant brand special Sale Mall, on March 3 officially online. To "Import mother and infant brand" for positioning, to "special sale" as the model, Honey Bud baby is essentially a vertical industry, the company's Web site to sell the model of a limited discount brand products imported mother and child. In the procurement mode, Honey Bud Baby first reference to consumer demand, on-line after the first collection of Word-of-mouth information, the formation of reverse mining sales process.

Tiger sniff: Compared with honey Tao, Honey Bud Baby in the field of Cross-border electrical business more detailed, more accurate user. From Taobao shop started, let Honey Bud baby have a to do the user's word of mouth, mother and child category as a single product, to face the problem of periodic loss of users, such as a mummy in the child born to 3 years of age between the mother and child product needs. So the formation of mummy word-of-mouth is a key factor in continuing to reduce the cost of promotion. In addition, there are policy dividends, such as "Milk limit purchase order" to Honey Bud baby do overseas milk powder purchasing is good. If the future honey Bud baby do not want to do only the cross-border electric business version of the baby tree, around children's toys, clothing category expansion can be considered.

Four. 55 Sea Amoy

Founder: Gu Junlin

Establishment Date: October 2012

Financing: Unknown

Business model: Rebate + Flash purchase + Advertising Alliance

Introduction: 55 Sea Amoy Network is targeted at national consumers online overseas shopping rebate website, its rebate business is mainly the United States, the United Kingdom, Germany and other companies, Consumer-to-consumer Web sites, such as: Amazon, ebay, Shop-apothheke, etc., rebate ratio between 2%-10%, merchandise coverage of mother and child, beauty makeup, Apparel, food synthesis category. 55 Sea Amoy through the payment of treasure, Tenpay, PayPal a variety of ways to withdraw the sea scouring. In addition, the 55 sea Amoy also has Hai CPS Advertising alliance "Sea Amoy", and the Sea Amoy limited to sell 55 flash Amoy.

Tiger Sniff brief comment: with 55 sea Amoy business model similar also has the Sea Amoy Bay, is also 2012 on-line, obtains 1 million yuan in the early year the Angel period investment. Rebate Mode and Advertising Alliance are more light than proprietary and platform models, and the technical threshold is relatively low. 55 Sea Amoy should be to both ends of the attack, B end with more foreign dealers to establish cooperation, C-end to intercept the user traffic. On these two points, 55 sea Amoy Although in the rebate amount, than the domestic electric business shopping guide Site a lot higher, but the cooperative business and attract users of the characteristics did not reflect.

Five. Buy a bargain

Founder: Dong Jianwei

Date of establishment: January 2014

Financing: Unknown

Business model: Commodity information + Community + Shopping Guide

Introduction: "Buy a bargain" is a online shopping (overseas) commodity information and shop discussion community. The information content mainly comes from the netizen to share, explodes the material, then passes through the website The editorial review, recommends to the corresponding column, including "The newest article", "The Hot article", "has the Bing", "the Netizen to bask in the list" and "The question and answer select". "Buy a bargain" product content has 3 C digital, clothing shoes and hats, sports outdoors, toy mother and child, automobile pet, etc., almost covers the whole category. Users can see the commodity information and evaluation, click on the "Direct link" to jump to the sale of the product platform for purchase. And buy a bargain similar to a website is the sea Amoy.

Tiger Sniff Brief: In the Cross-border electricity business has not yet become popular, domestic consumers of overseas goods have the desire to buy, but do not understand the situation, overseas commodity information combined with the form of community discussion, just caught the user's pain point. Buy a bargain UGC content to produce the form or not enough to meet the needs of users of overseas commodity information, most users share content at random lack of professionalism, to enhance the professional and community atmosphere of commodity information, buy a bargain can dig or cultivate a group of professional sea Amoy buy hand, in the content guide.

Six. Wiboy

Founder: Korean students (specifically unknown)

Date of Establishment: 2009

Financing: Unknown

Business model: Commodity information + purchasing wholesale

Introduction: Wiboy is a website created by Wiboy, Korea East Gate purchasing team, and team members are university students or postgraduates studying in Korea. The website provides the East gate to purchase as well as the South Korea East Gate Wholesale market related content introduction, to the domestic entity shop, the wholesaler as well as the shop as the main service object, the service content including provides the specialized to look for the section, the photograph, the purchase, the inspection, the logistics service. Wiboy provides wholesale service, not retail. The product content concentrates in South Korea women's wear, shoes and hats jewelry, Korea beauty makeup. Users can register or direct mail orders.

Tiger Sniff brief Comment: observes the Wiboy page design and the flow situation, should be a part-time nature of the website, will its example lift out, because cross-border electric quotient, limit the regional wholesale mode is also a more representative direction. The choice of this pattern is based on local characteristics and offsite market demand matching. It is well known that there is a "Korean wind" in China, South Korea is good at manufacturing fashion trends, but also the main performance in apparel, beauty makeup. Wiboy is to seize this point, to find money, photography is only as a supplement to the wholesale business.

Seven. 168 Sea Amoy

Founder: Liu Xi

Date of establishment: August 2013

Financing: NOT financed

Business model: (featured) Shopping platform

Introduction: 168 Sea Amoy is an overseas shopping platform, its main three card: first, a stop shopping: the user directly in the search box under the order, the goods will automatically default to the bonded area (only to collect tax and do not collect VAT and tariffs); second, deep cooperation with overseas electric dealers. Overseas well-known enterprises (Babe Neuf, Intermarche, Carrefour) to join no doubt for the 168 sea Amoy commodity sources of legitimacy played an endorsement of the role. Third, money-saving logistics services. 168 Sea Amoy to provide the package of special sales.

Tiger Sniff brief Comment: 168 Sea Amoy Direct competition is the ocean dock, different is 168 sea Amoy do category screening, concentrated in mother and child, beauty makeup These high Maori category, then "select", "Direct mail", "tax-free" packaging into selling points. In addition to the public information from the 168 Sea Amoy founder Team has returnees, the name of the background, and the ocean terminals, Jingdong, Amazon, they do not see any advantages, so the continuation of the model will face brutal competition.

Eight. Salsa Net

Founder: Kuo Shaoming

Establishment Date: 2000

Financing: Rosa International Hong Kong listed companies currently market value of HK $15.3 billion (about 11.9 billion RMB)

Business model: self-retailing

Introduction: Salsa Network is a Rosa International Holdings Limited (listed companies of the stock exchange of Hong Kong Limited) under the electronic Commerce website, with the help of the line Rosa Group in the Asia-Pacific region cosmetics retail accumulation of brand resources to the main self-retailing, commodities to the United States makeup care, health food and beauty tools, Hong Kong local and mainland users are the main consumer groups, the direction of consumption in Korea and Japan, Europe and the United States beauty makeup skin products. Commodity prices are also directly denominated in renminbi, payment does not need foreign exchange, the following orders issued by Hong Kong. In the promotional methods including limited time special selling, special clearance, currently salsa network is carrying out a double 11 promotion, visible to the mainland users of the attention.

Tiger Sniff Brief: Sasha Net's parent company Rosa International is Hong Kong cosmetics chain Eldest brother, founded in 1978, the last 6 years, including a continuous loss, so salsa nets as online business in the mainland makeover to give high expectations. Compared with the mainland similar beauty, salsa network in price and brand richness on the advantage, but only in the mainland to promote a very little action. Its "beautiful college" will be the fashion media and fans of talent, in the beautiful said Mushroom street settled, access to users relatively accurate, which is a cross-border electricity business innovation point.

Nine. Charm benefits

Founder: Veribo (Frenchman)

Establishment Date: April 2010

Financing situation: April 2014, the charm benefits by Chow Tai Fook, the Bank of Heaven and the 65 million dollar strategic investment

Business model: Limited-Limit Special purchase + Membership System

Introduction: The Charm of the Orient for Asia Fashion luxury discount site, currently with more than 1300 international famous brands to form an official authorized cooperation. The main mode of operation for the charm of fashion consultants According to the latest trends to recruit the major fashion brands, in the daily 9 points to the new low to 10 percent high-quality products. Its products cover male/female beauty makeup, home, maternal and child related products. Even if the charm of the sale of luxury jewelry dozen 10 percent-20 percent, but the customer unit price is generally more than 3000 yuan.

Tiger Sniff brief comment: The charm benefits divided into Cross-border electricity business seems a bit far-fetched, but the charm of the brand to take the cooperation of the model, the object of cooperation is basically all overseas luxury goods, so the customer orders, mainly by overseas brand shipping. Thibault Villet, founder of Charismatic Veribo, is a veteran of the luxury retailing industry. He has held senior positions in luxury brands such as L ' oreal and coach, and is familiar with the supply chain and market trends, which is also an advantage of charm benefits. However, facing the domestic luxury electric business collapse wave and local luxury electric Shang, catwalk and other positive competition, how to surprise, still need to consider.

10. American Shopping

Founder: Li Hongxi

Date of establishment: November 2005

Financing: Unknown

Business model: Limited geographical brand purchasing

Introduction: "American shopping" as the name suggests for the focus on purchasing American brands of goods, covering apparel, bags, sports shoes, health products, cosmetics, watches jewelry, outdoor equipment, home maternal and child supplies, home theater and so on. The site has been wholesale and retail, the main direct mail purchasing. Purchase of goods by the United States branch of the use of a unified logistics distribution-A New York Express, sent directly to the United States to the customer's hands, without passing through the domestic transshipment. In addition to online orders, bilingual telephone service is also available in both English and Chinese.

Tiger Sniff brief comment: The United States shopping in 05 was established, is considered the first batch of domestic purchasing site, may be stuffy sound fat, tiger sniff June through the official website of the SAIC registered company legal representative, only to see the founder. Unlike Wiboy, the United States shopping is focused on regional brand purchasing, which may also be a cross-border electricity business in a vertical direction. However, from the U.S. shopping site layout, but also belong to the 5 years ago, the mainstream of the electronic business layout, the display of goods in addition to discounts, low-cost, e-mail and other keywords, there is no other new ideas, merchandise updates are not frequent. There are signs that America's shopping is actually an offline company.

In addition to the way in which cross-boundary electricity is done through channels, and through the use of Cross-border electrical channels to make its own brand, the report of the Hugo Network mentions the following four:

Anker: From the rise of the Amazon mobile Power brand, the industry called "Anker" mode, mainly through the establishment of overseas warehouses, in Shenzhen to establish research and development supply chain support. Anker founder Yangmeng abandoned the annual salary of 2 million of Google engineers to return to business, in ebay, Amazon Open shop. Anker as a private brand direct battalion, at present, the key market is North America, Europe, Japan and China, the business coverage of the world, a variety of products in the global mainstream Amazon, ebay, and other major market in the forefront of the world, and each year to maintain 2-3 times the growth rate of sales, has become the most successful global brand example.

Tenvis: From Huaqiang North, to export-oriented, relying on Cross-border channels to form an IP Camerca brand overseas. Tenvis brand Network Camera in the domestic few people know, but in many overseas countries and regions, Tenvis has a certain degree of visibility. Founder Li Xiaoyu said before for the well-known large enterprises abroad to do foundry, a commodity ex-factory price of 200 U.S. dollars, market prices 2000 U.S. dollars. This OEM order profit is badly squeezed and the order is unstable. Later Li Xiaoyu had to look for other outlets to do their own brand. But it's not easy to brand.

THL: The former as a mobile phone THL transformation of the road is difficult. In the aftermath of the attack, THL is committed to research and development for Cross-border retail mobile phones, compared to Lenovo, Huawei and other domestic well-known mobile phones only Chinese and English menu and a single function of weakness, THL w8+ model not only has up to more than 10 languages of the latest Android system and quality is guaranteed, Rapid use of Cross-border independent platform to seize the overseas Android smart Machine market.

Romwe:romwe independent research and development design of women fashion brand from the Chinese, founder Li Peng previously worked in well-known foreign trade company Nanjing Elcoteq, Romwe Marketing, respected "strong relations." Li Peng said at the third annual meeting of the Trade conference, because of the fierce price war, clothing category net profit has fallen to 5%, the brand road is still long, but this is the only way, only this will be longer.

In addition, there are a considerable number of in the overseas market (on behalf of Amazon) in the category of the top brands do not want to be in the domestic publicity, such as Shenzhen clay box or something ...