From the trade area to build a cross-border electricity business platform: businesses need to brand or authorized agents

Shanghai FTA's first project in the Internet field is about to fall.

October 7, the eastern payment of investment and construction of the Cross-border Electric platform "cross-border" has been completed functional testing, is awaiting acceptance of the customs, although the date of the specific line has not been determined, but not an accident, the year will be able to run online.

For a long time, overseas buyers to small-scale "guerrilla" form exists, this trade zone of Cross-border electric dealers to "national team" status admission, for many currently engaged in the sea Amoy business sellers, perhaps ushered in the real "opponents."

PK Taobao "Global purchase"

It is a direct consumer-oriented platform, with the six major categories of commodities, including clothing, apparel, baby supplies, 3C electronic products, cosmetics and bags, from the www.buyeasi.com, which is now on the test run site. Some well-known international brands, including CK, Coach and Dunhill, have appeared on the platform. If consumers want to shop on the platform, they need real name certification, and the total amount of annual consumption and total quantity will also be limited.

In the operation mode, cross-border is not the Fank, such as the Beijing-East, the road, but platform model, and required to be settled in the territory of the merchant must have a subsidiary or branch office, in order to protect the after-sale, and to facilitate problems, the regulator can quickly trace back to the responsible person.

Such a platform model, it will naturally let people will be linked with Taobao, because there is a large number of Taobao on the platform to engage in the purchase of overseas sellers. Public data show that, although Taobao annual sales of the trillions, the share of overseas purchasing is still very small, but the absolute value of more than billion, and the growth rate is significant.

One engaged in the sea Amoy business for many years Taobao sellers analysis, "single look at prices, Cross-border Pass no advantage, Taobao on the overseas purchase is cheaper than the counter three or four, otherwise no business, but they promised authentic, this may be a key to attract consumers." ”

Cross-border, said the customs will be on the platform of all the merchants and merchandise for the record, so as to ensure that the sale of goods are authentic, this is undoubtedly poked at the present many of the sea Amoy sellers a pain point.

Who will be stationed

After learning to build a cross-border electricity business platform, a large number of Taobao sellers first reaction is "we can be settled?" If you can, the role of this new platform is undoubtedly "partner", otherwise, is the "enemy".

Platform operators East pay general manager Wang Peng said, "One of our biggest bright spot is absolute authentic, so we demand that the settled merchant is a brand or has the brand official authorized agent." If it is this kind of business, then even if they are on Taobao cat already have shops, we also welcome them to come to our place. ”

According to this standard, a large number of Taobao sellers may be "Cross-border pass" shut out.

According to the foregoing Taobao sellers revealed that Taobao sellers can be below the counter price of three or four of the price of goods sold, the trick is obviously not brand licensing, but the purchase channels. "From a foreign counter or official online to take goods is the most elementary way, from this channel to bring the price, and then enter the country, plus taxes and freight, price advantage is very limited." "and the seller refers to a more advanced approach than the primary approach is to take the goods from a number of wholesale agents, or a good relationship with the counter salesman, or to take advantage of the brand at the end of the year-end clearance and other special time to pick up the goods. "This is a lot of doorways, foreign merchandise sales channels are also very complex, many links can pull out bids." Overseas purchase In fact, there is no difference in commodity itself, the key is to spell the purchase price. ”

For Cross-border, a part of Taobao sellers play clearly and its positioning does not match. But are the brands that the Cross-border wants to attract be willing to settle in?

Song, senior analyst at Analysys International, said, "brand business is faced with the problem is that once settled across the border, to below the counter price of three or four of the price of sales of goods, will not be the original pricing system and sales system impact, like offline merchants into E-commerce, there is a will not the problem of mutual fight. ”

In this respect, Wang Peng said, "We for brand business is a new channel, before us, the brand will also face multi-channel management problems, the counters sell authentic, Austrian and the end of the goods, online Special edition, so I believe that the brand Chamber of Commerce on the commodity system has a planning and control. ”

Athletes or coaches

Under the circumstances of enjoying the policy dividend from the trade zone, can cross-boundary access change the existing competitive pattern of the sea Amoy dealers?

Song to this appear more cautious, "cross-border in order to ensure authentic and set a relatively high threshold for entry, the side effect of this is the platform of goods SKU is difficult to expand as quickly as Taobao." ”

"Electrical business is actually a system engineering, commodity prices and quality is on the one hand, there are diversion volume, payment, return, website construction and a series of problems, just to let the whole network users know that there is such a site is a huge marketing costs." "China e-Commerce Research Center Senior analyst Zhang Zhouping said, Ali, Jingdong and other mature electric companies have formed a brand effect, become a traffic entry, the new platform to obtain users, sticky users is not very difficult, oriental payment as a former engaged in third-party payment business, can provoke such a burden, is also a focus of external concern.

"We actually expect the FTA to become a coach, not a mere athlete," he said. "Song said," To change the existing electrical business structure, it may not be wise to kill a mature electric trader, and if you can build a power industry park, such as using Shanghai's advantage resources in finance and so on to provide support for the existing electricity dealers in Cross-border trade, everyone will be very welcome. ”

In this connection, Wang Peng said, "Cross-border communication is only one of the first FTA projects, and we have heard that many other electric operators have to consider their own business and the FTA policy has no place to dock to enjoy the dividend of this policy heights." We are also considering the construction of a logistics centre in the FTA, and we have the same aspirations as our friends. ”

It is understood that, including new eggs, a number of well-known electric dealers, such as the FTA to build a warehouse logistics center in order to significantly shorten the arrival of foreign goods within the time, but at present, the relevant business is still in the planning and engagement stage.