In a few short years, foreign trade dealers from obscurity to blockbuster

Foreign trade in a few short years from obscurity to blockbuster, once the legendary high profits disdain domestic counterparts. But what you see is probably just a watch, and if you just go in there with this impulse, you may be badly beaten. Foreign trade of the water is very deep, foreign trade changes too fast, this is the most we hear from the industry's evaluation, perhaps you only in the body, can feel the meaning of the words. Category of contention, platform dispute, logistics dispute, foreign trade tide surging, 2014 what new changes worth paying attention to? Where is the next wave of industry? For those yearn outside the city, we recommend this share from the industry.

Why should you pay attention to his share?

Wang Zifeng, data analyst, foreign Trade and electrical business

Weibo: @ paoding's knife

Working in a well-known foreign trade, responsible for product line, with more than 8 years experience in foreign trade, good at data analysis, commodity operations.

Category competition: 3C deep supply chain, clothing strong rise

1, traditional forces concentrated in the 3C. 3 C is the computer, mobile phone and peripheral accessories, early do 3C of foreign trade is directly from Huaqiang north of the goods started, and now began to extend to the upstream supply chain, or even direct holding plant.

A typical product is a mobile phone. When millet, the charm family, hammer and other mobile phone brands in the domestic melee, foreign trade has successfully created a lot of mobile phone brands, such as Doug, Cupport, to a very high price-selling overseas.

2, the emergence of new forces in clothing. Due to fierce competition, the domestic apparel industry has a large backlog of inventory. The use of strong domestic design capabilities, abundant inventory, low-cost operating mode, a number of Web site rapid rise, such as Sheinside, Romwe, global easy to buy sammydress, Rosewholesale, Rosegal, the site from the beginning of this year to now, Daily average of 100,000 UV very much, and the listed company Orchid Pavilion set potential against its way, from the wedding dress to kill back to the 3C category, the earnings of many mentions miniinthebox flow and profitability, and this station is specialized in the sale of 3C products.

Starting from the Orchid pavilion, clothing mainly to wedding, Suzhou, Milan nets once popular. As the 3C competition is more and more fierce, 2012 many companies began to transform the clothing business, the recent limelight is the several probably from the time up, such as Sheinside, Romwe, LDK, surfers, sammydress, Its pace of development and operation has moved away from the early form of Google advertising to the social platform.

Marketing: A shift from search engines to social networks

2008 to enter the foreign trade, as long as in Google Advertising, you can attract a lot of high-quality traffic, conversion rate can be to 4%. With more and more people entering, from last year, the search engine advertising has been not so easy, the main reason for three points:

1. Infringement. Google in 2010 to start every year to do a check, the advertising site to check to see if it contains imitation goods, once found will be warned, 3 warnings may be sealed Google's advertising account.

2. Bidding. Each site to get the same goods channels are basically the same, both in Huaqiang North, all the good goods sold from the site and suppliers there are feedback, resulting in advertising on the same product corresponding to the keyword bid. Since the early ROI was 1:8, it's probably only 1:2 now.

3, fast selling pass. Fast-selling rely on its strong market appeal, starting from the second half of last year began to exert power, Google, Yandax, various forums can be seen everywhere the speed of advertising, in Russia has become the first point of traffic spread good sad site, it's rich in goods, low prices, for independent foreign trade, the impact of the

4. Social channels and mobile Internet. This is the fast-selling has not penetrated the place, the foreign trade to develop their own promotional model, and SNS, bloggers, the main talent to promote the site's merchandise, typical Amway has Sheinside and dresslily. Foreign SNS channels and bloggers are relatively stable, each channel is stressed that the real person social, ineffective robots are very few, so the quality of traffic is very high. 2014 The rise of these clothing sites, direct flow accounted for more than 40% of the general, and social are more than 10%. The most prominent performance on the mobile internet is cytopathic, whose app installation has reached tens on Google Play, as well as Amazon. Sammydress, Sheinside also have their own app, the mobile end contribution rate is close to 50%.

Product Operation: Joint factory, independent design

Goods supply channels are generally from the wholesale market to take the goods, some from the big agents to take goods, stalls sweep only suitable for the popular money. If you are the same channel, directly to get the finished product, the result is to hit the price war caused the goods to be broken. and clothing factory once broken goods, less than a certain level of production, it is difficult to make a long tail of the retail electricity business risk is relatively large. Now more popular play is the joint factory, independent design.

1, brand cooperation. Some large clothing vendors also want to enter the field of foreign trade, which led to the cooperation between the two sides. This year's landmark event is the merger of the hundred-round trousers industry and the global easy to buy, the global easy to buy directly from 3 C mainly into a clothing-oriented retailer, and the hundred round pants industry's stock also went crazy.

2, close to the wholesale market. Sheinside has a warehouse of 1500 square meters in Guangzhou, LDK directly in the South China city of the wholesale market next to the wave, the whole wheat in Changzhou, Guangzhou, Yiwu and other locations to set up offices, the purpose is to close to the wholesale market, whether from the purchase of the market back to the goods, or merchandise samples of new, market feedback are relatively fast. Guangzhou a few times a year clothing fair, the market is popular elements can also be timely feedback, so as to reduce the blind obedience to popular clothing.

3. Overseas operation. Some foreign trade dealers also set up overseas departments, the development of local customer service, mainly to control the sale of both ends: After sales and market information, locals are familiar with the local market, feedback information is always better than we in front of the computer stare better.

4. Price. The main sales of foreign trade manufacturers of clothing to inexpensive clothes mainly, men's coats and mother and infant class is also a relatively hot category. The main price of women's coats in 15 to 20 U.S. dollars, men's coats in 25 to 35 U.S. dollars, children's wear in the 10 to 15 U.S. dollars, which is the sales price. Accessories are relatively hot watches, rings, necklaces, the price segment is difficult to distinguish, generally around 10 U.S. dollars.

5. Joint Factory. Combined factory procurement faster than the market to find goods or OEM, return time stability and quantity are more secure. Independent design can be faster to close to the market to get quick feedback, Zara can do 14 days from design to shelves, some factories can be completed in 14 days. Suppose Paris Fashion Week out what new, a star wearing a more popular clothes, immediately can start a week of pre-sale, and then express delivery, greatly accelerated the response ability. And this is a new, star-style improved version, whose market reaction fast, who will make money. This is why the joint factory, the main reason for independent design.

Warehousing Logistics: Build overseas warehouse, exerting force last kilometer

Third-party platform for the general will consider overseas warehouses, the largest role of overseas warehouses is to stock, rapid delivery. Third-party platform will generally require a short time delivery, which is an important indicator of a store assessment. In other words, the overseas warehouse combined with the third party platform is better. 2103 to do overseas warehouses are generally relatively large foreign trade, such as Hao Fang, whole wheat, longitudinal teng, orchid pavilion, etc., this year, many companies began to do a third party, overseas warehouses began to become popular.

The regionalization of overseas warehouses is more obvious. The markets are different and each country can operate independently on ebay and Amazon, which means you can sell only this country on a platform like this. This category and the stock of the style can be more concentrated. Third-party platform category is relatively small, shipping volume is larger, overseas warehouse is very suitable. Retail independent station is a long tail more, not suitable for a small number of SKUs, a large number of stock patterns. There are a number of countries that are doing more: the United States, Australia, Britain and Spain. Although many people want to stock in Russia and Brazil, but because the local environment is complex, do not see someone to do.

Another overseas warehouse will help solve the logistics problems. If the use of normal customs clearance, not only the time is more difficult to grasp the customs, but also produce a heavier tariffs, if the strike such a thing will be more trouble. Strikes are common in Europe and Brazil. So logistics has been a big problem for several reasons:

1. Long time. The general postal packet may be completed in 45 days or so, it may be 90 days in Brazil, the best European region will be about 20 days. This has nothing to do with the experience of overseas warehouses.

2. Customer experience. Long receipt time will cause users to submit a refund application, no registered packet is unable to track the current status of the package, so that customers do not know when their parcels can be received. If you use a registered or express delivery, the cost increases a lot.

3. Embargo. Batteries, oversized, ultra-heavy goods are many of the foreign trade is not done, or careful to do the merchandise. Typical examples are pure cell phone batteries, mobile power supplies, electronic smoke, liquids, these goods logistics companies have different degrees of embargo requirements, it is necessary to combine different logistics companies to complete the transport, more complex.

From the domestic to the other countries, but also consider the last kilometer. Tai Lung Network in the logistics layout for a long time, is starting from the traditional retailers to the "logistics" company began to change, direct integration of domestic suppliers and foreign suppliers, using the platform to complete the last kilometer of distribution problems.

Foreign trade in 2014 has undergone a lot of changes, although the market share is not as big as the domestic electricity quotient, the operation means is not as rich as domestic, but there is a little more certain, is the implementation of faster. In the geographical distribution, procurement close to the source, such as Shenzhen 3C, Guangzhou's clothing, Yiwu small commodities, Fujian toys, and the operation is directly placed in Nanjing, Hangzhou and other regions, or the suburbs of large cities. Overseas warehouses gradually began to improve, logistics due to Ali's strong investment, such as Russian speed, Singapore packet, the Netherlands post has been relatively perfect. Product changes in the larger, retail began gradually and factory joint, and some directly in the domestic Amoy brand, began to do 1688. There are foreign trade Shangdou began to do domestic business, directly into the Sky Cat International.

This is the change that has taken place in the recent year, this is the speed that the foreign trade electric trader runs.