Cross-border electrical dealer layout, inventory and Cross-border return challenges

January 6, a number of media received anonymous mail, said last September, Poly-mei excellent products for sale leave was Zhuhai customs investigation, leading to the seizure of Beijing warehouse. The United States responded that the explosion is a pure rumor.

On the same day, Fei also in micro-blog ridicule, "take advantage of high pay attention to do an advertisement, pull to Liu Huipu _ River Margo take a photo, welcome to visit the United States overseas purchase, duty-free shop price, the speed of arrival." ”

Fei said overseas purchases, is also 2015 the main force point of the United States. Poly-Mei Excellent product CEO Chen Au said, "The speed of overseas business is the company's focus on supporting the direction of the force is very fierce, it will naturally offend some people." He said, "this year, the company in logistics and tax subsidies of 1 billion, but also to dominate overseas market." ”

A natural question is, what is the development of the overseas buying business of Poly-Mei excellent products? In Senior Vice President Liu Huipu, a short period of time in the United States excellent products overseas purchase business will not bring too much profit, but this is an important trend of the electrical quotient, poly-Mei excellent products must stand in the Tuyere.

First Test water Korea and Japan cosmetics market, become the first step of the United States to buy overseas.

Distribution of cross-border electricity dealers

2014 for the Cross-border electricity business, is like a helicopter generally rapid rise in a year, the government repeatedly introduced a good policy to make the industry's pioneers benefited.

Poly-Mei Excellent product also did not miss this opportunity, last June, Poly-Mei excellent products on the line of the Sea Amoy site overseas purchase, 3 months after the United States is in the home opened a separate channel.

Last December, Chen Au publicly disclosed plans for overseas purchases. "Top-speed duty-free shop" is the main model of the United States overseas purchase. Specifically, through the postal bonded mode, the United States will purchase goods abroad in Zhengzhou free trade zone, and then carry out quality inspection and sales.

Liu Huipu to Tencent Science and Technology said, Poly-Mei excellent products to stare at the cross-border electricity business is in early 2014: "There is a survey showed that a large number of consumers have no longer choose the network to buy cosmetics, but through their own travel or friends travel in large purchases of the way to buy foreign cosmetics directly. ”

This situation let the United States excellent products determined to eat this market.

According to the Shanghai Customs data show, the most important category of sea Amoy products are maternal and child supplies, food, cosmetics, luxury goods and other categories, including cosmetics growth is very strong.

But before the sea Amoy cosmetics mainly to purchase mainly, the drawbacks are many, the first is the transaction potential cost is high, followed by the consumer rights and interests are difficult to be protected. Liu Huipu to Tencent Technology, consumers want to be able to get the formal electric platform to intervene in the business, which also makes Poly-Mei excellent products overseas purchase business is easy to promote.

Liu Huipu to Tencent Technology, and the general purchasing compared to the advantages of good products poly, the first can be directly from the brand to take the goods, to avoid the link price increases, followed by the sales of the United States can also be in the brand to get a lower price.

Liu Huipu to Tencent Technology smile, there are purchasing or even directly in the top of the collection of goods, and then have to cover up a part of IP to solve the problem.

China's E-commerce Research Center recently released data show that 2013 China's overseas purchasing market transactions amounted to 76.7 billion yuan, up from 2012 year-on-year growth of 58.8%. By 2018, China's Cross-border online purchases will reach 35.6 million, a trillion-dollar scale.

This means that the United States overseas Amoy also has a lot of room for growth, Liu Huipu also to Tencent technology to show that cosmetics is just a part of the overseas strategy of Poly-Mei, in the future poly-Mei products will also intervene in more areas.

The Korean market of the water test

Ju Mei this overseas expansion, closer to China, cosmetics a wide range of Korean market is the first offensive direction.

Liu Huipu to Tencent Technology, in the initial and Korea-Japan market contact is still some uneasy, because neither understand Korean and do not know Japanese.

A positive is that last year, Poly-Mei excellent products, Beijing-east, Ali and other electric enterprises have been listed in the United States, Korean enterprises in China's electric business enterprises or more recognition. Especially in the field of cosmetics, poly-Mei Excellent products listed more attention.

A noteworthy detail is that last year, during the preparation of the overseas acquisition of the line, Chen Au, Liu Huipu, co-founder and vice President Daiusen, including senior executives, five road, in South Korea to find brand-name cooperation, the highest peak when an executive once in a day saw 10 brands.

Recall that time, Liu Huipu said and Korean cosmetics talk about brand cooperation and even faster than the domestic cosmetics enterprises, in a domestic cosmetics brand talk about cooperation even spend half a year, and in a foreign day can talk about a brand.

In this way, Poly-Mei excellent products in two weeks won more than 100 Japanese and Korean well-known cosmetics brand exclusive authorization. This directly led to a part of the products on the product line in the United States and even lower than the local price of South Korea, there have been purchasing staff in the United States on the site of the phenomenon of hoarding goods.

Half a year later, Poly-Mei Products won the current sales of foreign brands more than 90% of the power of attorney, a small number of unlicensed enterprises from Japan, the main reason is that the Japanese cosmetics brand will require the sales party to reach a certain level before the authorization will be given.

The strong demand for Korean cosmetics brands is also the main reason that drives them to quickly get together on the web.

Liu Huipu explained that Poly-Mei itself is already a lot of Korean products in China's largest shipping companies, these brands of other products of the natural also hope to be able to work with the United States excellent products to cooperate, South Korea's domestic consumption of cosmetics is not strong, a considerable part of the product eventually flowed to China, combined with Korean cosmetics brands themselves are not willing to go directly to the counter system at home, but more inclined to invest in lower cost of online channels.

Fei to Tencent Technology said: "Many Korean brands in China and no sales channels, relying solely on consumers to South Korea Amoy goods into the country, but these brands have been recognized by Chinese consumers." ”

According to Fei, some Korean cosmetics brands even began to design independent products for Chinese consumers, its emphasis on the Chinese market can be seen.

At present, poly-beauty products in South Korea Seoul and Hong Kong, China has established a total of 3000 square meters of inventory warehouse, the future will be set up in Japan warehouse.

According to the plan, the next step will be to open up the market will come from Europe and the United States, but also difficult.

Fei to Tencent Technology said: "is currently in touch with some French and American cosmetics brands, although these brands are not very understanding of the Chinese market, but at least they know that the market is very large, they do not want to miss." “

Inventory and Cross-border return challenges

In Liu Huipu's view, the problem of fake fakes that have plagued the United States for many years in China is less likely to occur in the field of Cross-border electrical business. This is because the poly-Mei products will be directly from the brand rather than the channel to pick up the goods, but also in the customs will accept more stringent inspection.

Liu Huipu to Tencent technology that at present, the biggest challenge for Cross-border electric business is that there is no domestic agent mechanism in foreign countries, which makes the electronic business platform very easy to be troubled by inventory, and the trans-boundary electrical business return process is very complicated, which makes a high demand for the selection of Cross-border electric dealers.

Another problem is more realistic, in the price is slightly lower than the South Korean situation, Chen Au also claimed to hit the 10个亿来 to invest overseas, how to guarantee the profits of the United States excellent products?

Liu Huipu is not nervous about this problem, he said to Tencent technology: "Poly-Mei Excellent products are not through the cosmetics electric platform to make money, the main source of profit is its own brand, and in 2015 years or even longer time, poly-Mei excellent product of its own brand will be a strategic point." ”

Liu Huipu also said that over time, cross-border electricity dealers would not be the main source of profits for the United States.

So why do you have to invest so much energy and money in this field? Liu Huipu said to Tencent: "In this era, Cross-border electricity dealers are a very important capital hot spot, and we must embrace this trend rather than fear." After the launch of the overseas purchase platform, the fastest monthly sales increase of 20 times times This is the general trend. ”

At present, Poly-Mei excellent products overseas purchase of the main channel in Zhengzhou, Zhengzhou, the choice is mainly to take into account Zhengzhou is the traffic arteries. And in nearly half a year of running-in, Zhengzhou customs also gradually adapted to deal with the electrical business, daily Audit single volume from the original 5000 to tens of thousands of single, now there are more than customs in contact with the United States.

In Liu Huipu's view, the rise of Cross-border electric business is the best opportunity for Chinese companies to look at themselves, the era of good money to expel bad currency will come, in such an era, poly-Mei must stand in the Tuyere.

But despite a lot of good news, Poly-Mei Excellent products overseas layout is still facing difficulties, the first in the Korean cosmetics industry can be replicated to other countries and regions, after all, the Korean cosmetics market has its own uniqueness; second, Ali and Amazon, led by several big electric giants are eyeing the field, The future price war and even the value of the battle is difficult to avoid, the last is the profit problem, overseas logistics complex, customs clearance costs are higher and so on will be plagued by the United States excellent products for a long time.