Cross-border maternal and child electric quotient savage growth: whose interest has the cheese been moved?

September 1 morning News, cross-border mother and infant electric business honey Bud Baby is facing the biggest crisis since the start of business: is frequently questioned the sale of fakes, which almost met the founder of Liu (but also a mother) the bottom line.

From Taobao shop all the way to complete the 20 million U.S. dollars of financing imports of mother and infant electricity, Liu's biggest killer is the word of mouth and trust, which is countless mothers recognize honey bud baby reason. "Real goods" is Liu to himself set the only red line, now she felt wronged and moments.

The storm also reflects the cross-border mother and infant electric business complex industrial chain, on the one hand, imports of mother and infant commodity trading volume of high-speed growth, on the other hand, purchasing, Hai, electric platform and brand of various interests of this extinction, so that the industry is in barbaric growth.

Purchase and sweep goods

According to the General administration of Customs data, the turnover of China's cross-border electricity dealers in 2013 amounted to $70 billion, while the monitoring data of the China e-Commerce Research centre of the Electric Business Research Institute showed that the annual composite growth rate of cross-border electricity quotient was as high as 31% from 2008 to 2013.

Skincare beauty Makeup, infant food, clothing, health care products, electronic products, such as five categories of consumer goods are the most keen to buy the seafood. It is worth mentioning, in the above data, milk powder, auxiliary food and other infant food trade accounted for nearly 25% of the total transaction, become the Sea Amoy market, the most popular consumer goods.

At present, young mothers are more than 80, fully able to cope with complex sea Amoy, fiery market also spawned a large number of overseas purchasing, in Japan, Mr. Sun is one of them, through Taobao shop and micro-letter acquaintances, Mr. Sun accumulated a lot of users.

After the user through the micro-letter or Taobao orders, Mr. Sun went to shop to buy, by sea or air to the Chinese customers hand. Last year, Mr. Sun bought diapers sales very good, every day can send 20 packs, which cost about 70 yuan, packaging and postage about 40 yuan, sales price of about 160 yuan, the profit can reach more than 30%.

But this year's business is not so good to do, especially diapers and milk in Japan Limited purchase, a person can only buy a limited number, so that Mr. Sun is very embarrassed, purchasing center of gravity began to turn to pharmaceutical products category. Another factor that squeezes Mr. Sun's purchasing profits is the Cross-border power suppliers that have been sourcing through the goods, as well as the local professional sweeping companies that co-operate with cross-border power suppliers.

The specific way to do this is by organizing a large number of Chinese students, housewives and local Japanese to sweep the goods in the shops and then increase the purchase price. Or the example of diapers, local sweep company 70 yuan cost price sweeping company out of 110 yuan, and then concentrated packing to go to China by sea shipping, more efficient than personal purchasing, and through the scale effect to reduce costs and prices.

Diaper Ride

Diapers as a baby's personal products, and powdered milk as the focus of the mother's sea Amoy. And just a kind of diaper, in the domestic there are licensed, trade goods and parallel imports.

The licensed goods are usually imported into China by the manufacturer and then distributed; the trade is imported by the trading company through the general trade to China, while the parallel imports are purchased by individuals or companies abroad and are not smuggled into China through customs formalities. Licensed diapers are the most expensive and the latter two are relatively inexpensive.

Wang Hui, who engages in trade in China, says that the hottest Kao brand in diapers is essentially Japan's selling source, with the same quality as the factory. A large number of domestic chain stores in the mainstream and general trade goods exist, electricity and maternity and infant shops are generally general trade goods, purchasing is a part of parallel imports, the total volume of licensed goods accounted for a small share.

However, according to the provisions of the Kao Group of Japan, its subordinate wholesalers are only allowed to wholesale goods to the Japanese domestic market, do not allow exports, if found to cancel the supply, where are these Chinese trade goods from?

The topic went back to the sweep, and the sweeping companies and Cross-border electric-business platforms bought a large number of diapers through the distribution channels and exported them through non-Kao wholesale companies, which are permitted by law.

"The parallel trade of automobiles being carried out in Shanghai FTA is the supply channel for the third party car traders who are authorized by the non-automobile brand." Wang Hui said.

When the diaper through the "sweep" mode of circulation of containers to the port, Wang Hui's trading company will use the regular Customs general trade import model, pay tariffs, value-added tax, shipping company fees, dock fees, transportation and other costs. Quarantine certificate and toxicology report, add Chinese label.

If the imported container reaches a certain number, Wang Hui can ask the Japanese trading company to supply prices below the acquisition price, Japan relies on the Japanese government's tax rebate policy to profit. Domestic trading companies in the profit of 1-2 yuan/package, depending on the volume of profit, and then distribute the goods to the cooperation of the electric business platform or shopping malls.

To engage in this industry's electric business platform, a good news is bonded area. The 74 electric dealers, including honey Bud Baby, have been granted business in the Ningbo bonded area, which means that 10% of the original tariffs will be converted to postal tax. When a customer orders less than 500 yuan, will be exempt from the postal tax, indirectly equivalent to omit 10% of the tariffs.

For the average margin of only 3% of the diaper industry is a major positive, so that the electric platform to sell imported products will have a price advantage.

Honey Bud Baby is preparing to use this way in the Kao diaper, but because the current electronic warehouse shipments faster, sometimes Rob single rush delivery caused work inadvertently forget to stick Chinese label, causing a lot of users questioned. Honey Bud Baby responded that the above situation is in the correct stage.

According to Liu Introduction, September 1 after the launch of Ningbo Cang, honey Bud baby will Japanese diapers directly imported to Ningbo Cross-border Electrical business Bonded Warehouse, in the Bonded warehouse to complete the labeling of Chinese, stickers and shelves, consumers purchase, in the warehouse sorting packaging, and then through the customs inspection release.

Brand Licensing challenges

Cross-border electricity business is not an easy job, its way of picking up goods is nothing but two, the first is directly sent to the foreign goods to domestic, the second is to obtain brand authorization. Both of these ways can guarantee authentic, but brand licensing, easy to cause the brand and channel business interest disputes.

Although the mother and infant industry and cosmetics, luxury goods, the brand is facing the reluctance to directly authorize the power of the channel, but more and more brands have begun to pay attention to the electricity business channels, such as Wyeth's milk powder in the days of the opening of the official flagship store.

Beloved by the mother of Japan's first line of maternal and infant brand Chuchu, but also and honey Bud Baby, including the electrical business cooperation for more than 2 years. Mr. Wang, deputy manager of Chuchu China, said that the initial concern for the electricity business channel was the fear of low price sales affecting the interests of the agents under the line.

"However, we found that online channels in marketing and promotion is very strong, but to help the offline visibility of the promotion." So now we are very friendly to the line, in the promotion as long as the marketing department and we know, and even sometimes we will work with the electric Company to develop promotional programs, will also line up under the linkage to do some brand activities. "said Mr. Wang.

For those who do not have the energy to take care of the Chinese market, foreign brands, the general agent of China, the Asia-Pacific agent is an important overseas partners, the United States mother and child brand small green bud is the use of this strategy, small green Bud China agent can directly decide whether to cooperate with the electrical business.

Small Green Bud China General Agent Liu said that the current main coverage of the economic development areas, the acceptance of imports of products higher, and the electricity sales cycle short back fast, so this year as an important strategic channel. And in order to prevent a string of goods and disputes, small green shoots in China each channel to allow only one supplier cooperation.

But not all brands in China are so clear, honey Bud Baby recently disclosed "Maclaren Quest" children hand launched suspected fraud, the brand side said no authorization. And after Honey Bud Baby survey found that the sale of the cart for the factory authentic, but the supplier of illegal shipments and forged factory licensing.

Have the mother and child industry Personage thinks, the electric business platform and the brand party communication authorization process, although is not an easy thing, but in the domestic electric business development swift and violent situation, will have the very big improvement. However, in the early stages of the savage growth of the mother and child electricity dealers, it is still a problem to be faced if they can control the quality of suppliers.

Cross-border electric dealers savage growth

Including Honey Bud baby, McNuggets purchase a number of new imports of maternal and infant electricity dealers, have been the pursuit of venture capital, and gathered a lot of mother groups, but still in the early days of entrepreneurship, especially from the origin of this matter, facing a large amount of capital investment.

Honey Bud Baby The official information shows that it has overseas warehousing in Germany, the Netherlands and Australia, although these warehouses usually use the Sublet method. Like Honey Bud Baby. In the Netherlands, the International logistics company is POSTNL, the local warehouse is the POSTNL warehouse, and enterprises in the International Logistics company Warehouse Sublet and delivery is very common.

With the foreign cities on the milk powder, diapers, so that cross-border electricity suppliers in overseas organizations more and more difficult to supply.

Honey Bud. Mr. Li, who is resident in the Netherlands warehouse, is responsible for quality control, he said in the Netherlands through supermarkets and first class wholesalers such as Metro completed the acquisition, "the Dutch supermarket is also doing business, as long as they are willing to leave some goods to us is legal, but also very transparent procurement prices. We can provide Metro order form, ETOs Supermarket order form and other documents. ”

Of course, he also admits that since June this year has been affected by the restrictions, but also through the procurement of goods organization. In fact, Honey Bud Baby in Japan has already appeared this situation.

According to the Honey Bud Baby Japan Osaka Warehouse Head Lu Ming (a pseudonym) said that Japan's source is the first from Japan's largest chain of baby children. Akaja has overseas division, is responsible for external export wholesale urine and other sundry goods, the following docking has five or six Japanese trading company, these companies have more than half with honey Bud baby have contact. Such goods accounted for roughly 30%.

The second is through the micro-trust group, organized a large number of Chinese students, housewives and local Japanese. These people sweep the goods in the shop and sell them to Honey Bud baby. "We have eight people, 24 hours a day in the warehouse to receive goods." After packing a container, the shipping company's cabin is shipped to China. Our warehouse is located in the middle of three large shopping malls, the supply of sufficient quantity. Such goods account for 70% of the total supply.

Liu Frankly, this sweeping mode is not the most ideal business model, and consumes a lot of manpower and resources. However, in order to ensure that the product is genuine, in the early development of the electric business must take such a bitter and tired road.

Although the entry into the Ningbo FTA let Liu see the good development trend, but more and more giants are also joining this area. For instance, Amazon (339.04,-0.98,-0.29%) recently announced the launch of Cross-border Electric business through the Shanghai FTA, which will be a challenge for Liu, as Amazon has a strong global sourcing and supply chain management.

(Responsible editor: Lvguang)