Caravan CEO Zhang Jie share more than 10 years experience in the field of cross-border electrical business

"Editor's note" in the past, cross-border electricity dealers are hiding from the rich, afraid of others to rob Cakes. Now they can't hide, and many people are noticing how fast they are growing-online imports are doubling every year and online exports are growing by more than 60% a year. Daily orders are over million, not uncommon in the export of cross-border electricity dealers.

The new market has always welcomed new players, the past one or two years of continuous influx of traditional enterprises, overseas positions make the category continues to expand. Will the 2014 be a turning point in the retail exports of cross-boundary electricity dealers, and at this point in time, are there opportunities for entrepreneurs to start from scratch? Billion power network and Cross-border electric dealers senior Sellers Caravan CEO Zhang Jie in-depth dialogue, he from the procurement, management, platform selection, logistics and distribution, and other aspects, sharing their more than 10 years of actual combat experience.

Both sides of the dialogue

Caravan Favors Clean

Billion Power network editor-in-chief Zhang Red

Zhang Jie introduction: claiming to be the master of the Caravan, the company "caravan" founder. Engaged in cross-border electricity business for more than 10 years, is a major platform to welcome the star sellers.

The better the price, the better the silk?

Billion power network: in the Cross-border electricity business retail exports, the daily average of 10,000 single sellers rare?

Caravan: Plenty to go.

Billion power network: The average customer price at what level?

Caravan: Five dollars is best to sell the things below. A mobile phone line plus more than 10 grams of packaging, selling 1 dollars can also make money.

Billion power network: so low customer unit price, profit from where?

Caravan: The lower the more money, like just said the data line, coupled with packaging 10 grams to 20 grams, two dollars (RMB) can be sent to the world, and then deduct the cost of a piece of goods (RMB), platform fees and other assorted costs, the final net profit and 20%. I have a friend. An average of 10,000 packages a day, the customer price is 2.7 U.S. dollars, operating very well.

Billion Power network: Customer price so low, that the buyers are overseas cock wire it?

Caravan: Yes, the developed country's cock silk and the development nation's cock silk. From the traffic point of view, Russia accounted for a high, some sellers have been higher than the United States.

Billion power network: Cross-border electrical business exports so hot, cock silk still have entrepreneurial opportunities?

Caravan: Better than the opportunity to open Taobao shop must be better, think good how to do, pop take 50,000 dollars can also try.

Billion power network: Now no more than three years ago, do cross-border electrical business exports and open Taobao shop as fierce competition.

Caravan: Yes, the competition is fierce. I have seen the failure of a lot of cases, not that you took 50,000 dollars out on it, but also have good goods, understand management, familiar with the platform rules. Moreover, in the first few years, the bank card must not see the money, cash flow is basically used in the investment.

Billion power network: in your impression, the past elimination of the proportion of the merchants how high?

Caravan: The elimination of people die silently, this is not estimated.

Billion power network: Cock Silk entrepreneurial choice What category is better?

Caravan: Most of the categories are rotten, and few people do and make money less.

Billion Power network: Open shop in Taobao, a start to spell goods, the back of the supply chain and operating level. In contrast to Taobao, the development of online retail exports to what stage?

Caravan: In fact, it is similar. Online retail export, at the beginning, the goods to power, if the goods do not give force, immediately die. The medium-term ratio is the supply chain, the late spell is management.

Dick Silk can compete with tyrants.

Billion power network: Now the traditional enterprises also come in to play, when the cock Silk met tyrants, how much room for development?

Caravan: Tyrants have advantages, their own goods, in overseas positions, and some net profit even more than 40%, directly skipped a lot of links, do a good job can kill us. But tyrants also have tyrants problems, such as their mentality is very impatient, always want to quickly find a bunch of people to do the sales immediately. and the advantage of cock silk business is Stoding, change fast, down-to-earth.

Billion power network: in the Cross-border electricity business retail exports, change fast is so important?

Caravan: It is very important that you observe the platform of the cross-border electric business, you will know that today is the performance model, tomorrow is that performance model, platform change is so fast, said change is about to change, we such a seller to change faster.

Billion power network: Why the change will be so fast?

Caravan: Because Cross-border is a very new business, we are groping, platform operators are groping, the first three months of experience to get the current use may be outdated.

Billion power network: There are tyrants to join, the platform of the attitude of cock silk will be equal? What platform is the cock silk business suitable for?

Caravan: Several major cross-border electric platform style is different, ebay attaches great importance to the user experience, the development of so many years have a lot of mature businesses. You go to ebay to open a shop, he opened a small door for you, you do well, the door slowly magnified a little, do poorly, the door slowly narrowed a little. Amazon and fast selling is a new platform that will open a door for you in the first place, but if you do poorly, you will be kicked off. For a new entrants, entrepreneurial opportunities are better for fast selling and Amazon. Of course, if you are a tyrants, that is less restrictive, which platform can try.

Billion power network: even if the platform business, in the cost of goods and delivery speed, Dick Silk can and tyrants?

Caravan: Domestic online shopping is now very developed, let you purchase a thing, you will not purchase, the cost is slightly higher. In addition, logistics companies do not repel small companies. Including management software, Caravan also has the software for pop. Therefore, in the Cross-border electricity quotient, the gap between cock silk and tyrants is not so far away from home.

Billion Power network: domestic manufacturers, supply chain advantage is a strong competitive edge of traditional enterprises. And in your opinion, in the cross border between cock silk and tyrants is not far apart, tyrants's supply chain advantage go where?

Caravan: There are two reasons, first, in the Cross-border electricity business, the consumer is more tolerant to the supply chain, can accept the delivery time a bit longer, the seller's margin high and then the merchant's operating space is also bigger. Second, in Taobao Open shop, do teapot merchants honest sell teapot, sell scarf merchants to sell the scarf, each shop gives a very professional feeling. It is not the case for Cross-border electricity dealers, except for fast-selling and fortified shops, Amazon and ebay search portals directly to the merchandise, greatly weakening the concept of the store. And, cross-border electric business SKU is massive, today's mobile phone line to sell mobile phone line, tomorrow silk scarf to sell and scarf. Therefore, for the Cross-border electric business, more competitive than the supply chain is the team management and the boss thinking, dead stare at the goods will surely die.

Billion power network: You have just started to say that the product is very important, and now said to die staring at the product will die.

Caravan: There will be a lot of good products in the early stage, but to the later, stick to a certain product will waste their own. For example, I have seen a Shanghai selling mouse keyboard sellers, the first business is very good, they registered brand, around the mouse keyboard to do business, to the later days more and more sad. Why? He made money selling the mouse keyboard, and other sellers knew it and sold it a little cheaper. After 10 months, maybe 100,000 sellers are selling the same product, do you think he can make so much money? For him, it should be a few years ago into the mobile peripheral market, rather than stick to the PC peripheral market, so as to avoid their own market is not eaten away.

Therefore, in overseas buyers do not recognize the Chinese brand stage, the product is not the core value of the seller, the team is the core value of the seller, the team here is not a person, but management structure. If the management structure is good, the boss is a good idea, will not die.

Billion power network: Under such conditions, you optimistic tyrants join?

Caravan: The key is to see what the boss is thinking. I am not very optimistic about the old and want to do their own boss, most of them do not understand the Cross-border electricity business, with the experience of the past to do a new thing. Relatively speaking, I prefer to let go of the tyrants, they find the power of professional managers, let them do. I have seen Ningbo, a traditional foreign trade enterprises to do small household electrical appliances, to find a very professional team to operate the plate, settled in the major platforms, their own overseas warehouses, development is very good.

In my opinion, for tyrants, there are two things to pay attention to. First, I have also shared with you the nineth session of the SME Electric Business conference, tyrants not to turn the traditional experience into the shackles of the new road, do not change blood on the birth of a child that is inbreeding. Secondly, we should not regard cross-boundary electricity dealers as a traditional sales channel, and I have seen many tyrants so as to walk narrower. It is the factory tube factory, electric power business, electric dealers to take the goods channel unrestricted, their own factory goods and other suppliers PK can be selected, but finally the entire region to use the advantages.

Billion power network: After the big sales, Cross-border export of the next driver of the electric power in where? and Taobao big sellers do the brand?

Caravan: Temporary foreign people do not recognize the Chinese brand, once we also sold some domestic brands, they in the domestic annual sales of several billion, but in the Cross-border electric business platform to sell not move. For us, the biggest role of the brand is to prevent copying, can sue plagiarism opponents, and will not increase the number of advantages. But then again this is a new opportunity, conditional or to the brand to do, just as many years ago people do not know that Cross-border electric power is now very hot, the Chinese brand has been recognized by overseas buyers that day.

Billion power network: Do not brand, where is your growth space?

Caravan: For the time being only to do large-scale, ebay, the world's largest sellers, one months sales have about more than 10 million dollars (operating team in China), their advantage is to do large-scale.

The living cock is happy.

Billion power network: Now your daily average of thousands of, team close to hundred people, management of the most difficult is what?

Caravan: It's not that hard now, orders in 200 of the time the most painful, dozens of votes a day, purely artificial still can cope with, to 200 after the order will be worn out, only with Excel form is not enough, there is no suitable management software, so we developed a. Once the management standardized, efficiency is also improved, and the army of iron, not relying on a person's management method is relatively safe, there are many sellers to buy US software.

Billion power network: You said that the Cross-border electricity dealers are still in the stage of selling low prices, the same product, than others sell expensive 0.1 dollars are difficult to survive. Then, as sellers become more and more, the profits of cross-border electricity dealers will inevitably become thinner. What are the key components of your spending?

Caravan: Inventory and logistics are the bulk of our spending. How much the profit is affected by the order quantity, procurement costs are not easy to reduce, because we have too many SKU, each product to take a small number of goods (even some goods only to buy a single number), a large number of suppliers, the early bargain is too arduous (generally sold well again when the goods and suppliers to bargain). But after the big sales, we can bargain logistics, millions of logistics costs down five points, 50,000 dollars more out.

Billion power network: So, logistics providers are not very painful? Big sellers want to crush him.

Caravan: Now Cross-border export logistics companies are a dime a dozen, generally speaking, holding one or two channels to do the dealer, while acting a lot of business. They rely on the diversity of service types to attract customers and make money from high-quality channels. But must have the quantity, only then can make the banker, otherwise does not have the good value in the overseas positions, does not have the foreign that group of people. Unlike domestic logistics companies, small have a small way of living, even if only the Shanghai city to Anhui, can also build a logistics company.

Billion power network: What does it mean to be a big dealer?

Caravan: This concept and domestic express company, to have a certain amount, in order to find franchisees in the country, goods can be sent to all parts of the country. For example, a large number of logistics companies in Russia, only a large quantity of people can send goods to any part of Russia, the other logistics companies to the end of the goods to him to send, then he is equivalent to control the channel to Russia, the profits must be. Therefore, Cross-border Logistics and the seller must be bigger, the accumulation of the process is painful, but after the pain is happy.

Billion Power network: cross-border platform business competition is also very fierce, you on which platform sales growth fastest?

Caravan: Fast Selling, the second half of 2013 began to really put into doing, now the business volume accounted for 30%.

Billion power network: SU sell-pass growth so fast, on ebay have impact?

Caravan: Two platforms have different modes and emphases. Fast-selling only one site, such as into the Russian market, but also only to translate the site to Russian users to see. Find out which market is good, give that market high quality resources. Sue is a completely output platform, whether it is cock silk country, or high handsome rich country, as long as buy Chinese products on the line. And ebay is in different countries set up sites, 21 sites are localized team in operation, emphasizing the buyer's user experience, mainly to do in Europe and the United States developed markets. At present, the market is very big, the positive competition is still far from the future to see who can do bigger bar.

Billion power network: Taobao in different stages of development, the protagonists of the seller is also different. Many cross-border big guys are predicting the 2014 is a trans-border turning point, the traditional enterprises joined, logistics breakthrough 400 grams, government policy is gradually clear. In order to continue to play a big part in the next stage, what is the next thing the caravan has to do?

Caravan: For the sale of goods, to the amount of large, to earn profits. For software services, the first task is to do a good job of capturing the market, making money in the second. In the future, further development of the map, do the listing is not impossible.