Breakthrough the Sea Amoy Times

The concept of the Shanghai FTA has been fired in full swing, as one of the first pilot projects in the FTA, cross-border E-commerce platform has become a bright spot in the electric business industry, Cross-border investment by the east, the site has been basically built and test run, is waiting for the acceptance of the general administration of Customs online. The initial product covers clothing, apparel, baby supplies, 3C electronic products, cosmetics, bags and other six categories, mainly positioned in high-end users, officially entered the domestic luxury market and purchasing market.

Cross-border electricity business can be considered from a two-way perspective, that is, the introduction to attract overseas brands, manufacturers directly to domestic consumers to sell products, such as cross-border access, there is to go out, such as the Orchid Pavilion Market, Milan network, such as foreign trade enterprise, mainly domestic products sold overseas;

Cross-border E-commerce platform focused on products and suppliers of the "Introduction", that is, to provide a foreign product in the mainland market direct display platform to shorten the distance between enterprises or products and the mainland consumers, with the current domestic luxury electric enterprises and overseas purchasing compared with six major advantages:

One is the regular supply channels, product quality assurance; cross-border platform through the introduction of foreign manufacturers, you can get some of the products in the mainland power platform sales authorization, which is now a lot of luxury electronics manufacturers dream; At present, most of the luxury goods in the network field of sales are from international buyers, lack of brand authorization, caused by the product after-sales service can not guarantee many problems, before the luxury brands to Beijing east, when, catwalk and other sites to sell products to make too many complaints and accusations, and even once claimed that the network sales of products are fakes, to consumers brought a lot of trouble.

The second is to shorten the time space between the product and the consumer, the current overseas purchasing cycle is often longer, especially the newly released products, the domestic often have to wait 3 months or longer to get the spot, and cross-border and foreign enterprises direct cooperation and rely on the Shanghai FTA policy advantages, can guarantee the simultaneous release of domestic and foreign products, Sales, both by overseas enterprises will be the latest products directly to consumers, but also through the FTA warehouse, logistics to achieve advance stock, timely sales;

The third is the obvious price advantage, because the domestic online channels of luxury or some foreign brand goods can not be authorized, buy hands or overseas purchasing mode so that the cost of high products, consumers actually get the price of products than overseas a lot, cross-border to make overseas suppliers and end consumers direct trading, eliminating a lot of intermediate link , the price of the product falls at least 30%.

Four is the level of service can be guaranteed, overseas purchase of individuals or enterprises often can not provide effective after-sale, and domestic agents for non-channel products can not provide after-sale, once the product quality problems can not enjoy the corresponding after-sales service; cross-border platform sales of products can obtain the authorization of enterprises, And by the enterprise personnel directly maintenance and processing, after the issue of After-sale has a better guarantee;

Five is the product category greatly increased, cross-border as a platform can attract a large number of foreign enterprises into operation, reduce the process of negotiation, negotiation, can greatly enrich overseas products;

Six is the policy advantage, the biggest background of cross-border communication is the Shanghai FTA, in the FTA, payment settlement, Cross-border trade and other more convenient, resulting in a sharp reduction in policy costs, in the future with the opening of the trade area deepened, cross-border foreign trade or more tax, policy support.

The report, published by McKinsey, says that by the end of 2012 China's domestic and foreign consumption of luxury goods accounted for more than 1/4 per cent of global consumption, replacing Japan as the world's top consumer of luxury goods and expected to reach 1/3 per cent in 2015. Cross-border, as a direct link to overseas enterprises and domestic consumers of E-commerce platform, relying on the advantages of policies and channels will be the domestic current overseas product sales market has far-reaching impact, in particular, can not be authorized by the product of the electrical business channels, in terms of price, timeliness, after-sale and many other aspects can not compete with cross-border; and, Overseas brands once in the Cross-border platform may be more stringent control of product sales in the domestic licensing, in order to maintain product brand and price advantage, the possibility of further development of electric business channel to reduce again, domestic consumers consider prices, time, after the sale of factors will be more inclined to cross-border platform, The most likely impact is the current personal purchasing market, its advantages have been basically beyond the Cross-border platform, this channel or will be extinct or into other forms, such as on behalf of the operation, and on the other hand, overseas products in domestic sales, despite the platform and policy advantages, But the huge space of the domestic market is still powerless, in particular, the non-well-known luxury brands, marketing and product operations require professional electrical business personnel, Cross-border Communication is an intermediary platform, product marketing and operation of its only part of the Non-core work, the main management, operations also need to complete the enterprise itself, This creates a huge demand gap for operators, in the short term, it is difficult for overseas enterprises to form a professional team to run their own products, then the existing overseas purchasing team or electric business platform has a new opportunity to become overseas brands in the Cross-border platform operation of the actual participants, In other words, cross-border platform will bring overseas purchasing market and some of the domestic electricity business platform integration, the form of intermediate cooperation may have many kinds, for example, on behalf of operation, as the sole agent in Cross-border platform sales; In addition, cross-border Qualcomm as a new electric power enterprises in the user and operation of the advantage is not obvious, as the old electric business of the Jingdong, Cat, catwalk and so have a large user and relatively perfect supply chain advantages, for the rapid expansion of the mainland market, overseas brands may choose to cooperate directly with this type of electric dealer, which has reached the goal of rapidly expanding the mainland market and promoting the brand, while domestic electric business enterprises can also increase the category of products and compete with the Cross-border platform; in short, In the process of cross-border communication at home and abroad, the domestic electric business platform has been impacted not small, at the same time, the opportunity is not small, since the trade area opened a new window for overseas products to enter the mainland market, through policy support to reduce the confusion of product sales channels, standardize product markets, so that consumers ' rights and interests can be better protected, Also prompted enterprises at home and abroad to obtain greater opportunities for direct contact.

According to Eric's statistics, China's Cross-border e-commerce transactions in 2012 amounted to 2.3 trillion yuan, of which the Orchid Pavilion set potential, Milan net foreign trade, such as the speed of the rapid development of the Web site, the second quarter of 2013, Orchid Pavilion revenue reached 72.2 million U.S. dollars, an increase of 52.6%, gross margin of 46% June 6, 2013 Orchid Pavilion set in the United States listed on the NYSE, around the wave of foreign trade has swept the domestic electricity market again, including Alibaba Group, Beijing-east and other big-name electric dealers to accelerate the pace of global expansion; the pace of overseas expansion in Beijing and east began in 2011 and achieved substantial progress in 2012, Currently covers 82 countries and regions, all over the world, and as a pioneer of cross-border electricity, Amazon has established a molecular company in 10 countries and regions, such as Germany, France, Italy, Japan, China and so on, in order to build its global electric business map, and in the deepening globalization, With the deepening of openness, cross-border retailing, represented by foreign trade dealers, is showing new vitality, the popularization of Internet and the internationalization of IoT make Cross-border transactions in the areas of payment, logistics and other barriers to eliminate, as a new E-commerce market, China in the domestic electric business rapid expansion under the premise of the continuous exploration of overseas business , in order to break through the domestic market, innovation, gross profit and other bottlenecks, to achieve rapid development, taking into account the differences in domestic and foreign trading environment, the challenges faced by the external trade is not to be underestimated: first, the cost of product promotion is too high, whether in the country or abroad, the promotion costs are unavoidable pain, orchid Pavilion set potential two quarterly market costs increased by 50.3%, Reached 19.6 million dollars, and sales growth is basically flat, and there is a trend to continue to rise, for the domestic electric enterprises unfamiliar with the overseas market, the promotion cost of entering overseas markets may be higher than this; second, the Cross-border logistics cycle is too long, the cost is too high, available only FedEx, TNT, DHL, a handful of several courier companies, to a package of around 2kg, for example, from Beijing to the United States, the cost of New York is about 550-650 yuan, may greatly exceed the value of the product itself. And the cycle in more than 7 days, the power of the domestic supply chain can not be extended abroad; third, the payment and after-sale bottlenecks, China is essentially a foreign exchange control countries, Cross-border payments are not fully liberalized, available to pay less, and can not guarantee product after-sales service, Basically is in the product sale cannot return the stage, four is the category limit, the domestic and foreign technical standard is different, has caused the part to relate to the technical index product cannot use abroad, the sale, limits the product category the expansion.

Therefore, considering the different domestic and overseas market environment, domestic electric business "go out" although it is the general trend, but in the strategic choice to follow the model of the Amazon may be more direct, that is, the acquisition of overseas more mature local electricity business enterprises, relying on the local electricity business channels, users, supply chain resources to broaden the product category and market, In other words, on the basis of local electricity dealers to broaden the product category, the domestic products to foreign trade in the form of import and export operations, so that can shorten the logistics cycle can also solve the problem of single payment means, and many domestic foreign trade enterprises, in product quality, cost and supply have a more mature process, The domestic electric business enterprise also omitted the large-scale market promotion the trouble; Of course, this mode of operation may bring about the pressure on the stock, and the electrical business as a retail, the faster turnover may also be reduced; therefore, in the process of overseas expansion, we must do a good job of market research, fully estimated the product market sales, including category, Sales, market space and many other factors to be considered.

economic globalization, will inevitably bring about the globalization of retail and electric business, the deepening and opening degree of economic cooperation between countries provides a good environment for the cross-border transaction of a single enterprise, and relies on the attempt of expanding and innovating the open model in China, the Cross-border electric power companies are both "introduced" or "going out" to be unlimited business opportunities, A reasonable grasp of the opportunity needs to seriously consider the differences in the market management environment, to the product based on the promotion, logistics, payment, after-sale and other supply chain links or participate in the crisis to find opportunities.