Mother and infant market price war ignited cross-border electricity business war, 2015 tough fight can not be avoided

Guide: The data released by the date show: China's mother and infant market is expected to exceed 2 trillion yuan in 2015, accounting for 6.8% of the total retail sales of consumer goods.
China's mother and infant market is expected to break 2 trillion in 2015, accounting for 6.8% of the total retail sales of consumer goods, according to the data released by Eric. The outbreak of the mother-infant market has become a new "Red Sea" of cross-border electricity merchants, and the imported products, such as diapers and milk powder, have become the main battlefield of the price war of the major Cross-border electric dealers.

According to the Daily Economic news reporter, 16th this month, the online only one year of imports of mother and infant supplies electricity business honey Bud baby spend 100 million dozen price war, a variety of imported diapers to the lowest price, the price of the previous market for about half. After the Beijing-east, Suning, a shop, ocean terminals, and many other electric operators have also followed up, even online test only two months of NetEase Kaulahai also joined the group, ignited the first Battle of China's cross-border electricity dealers this year.

Mother and infant market price war ignite cross-border electric business war

Provoked category price war, partial loss for global sales promotion, is "Honey Bud Baby" from small to large inevitable business logic. This road, when the real home appliances chain through, and then the east of Beijing. Although all kinds of platforms hate to play price war, but it is difficult to find more effective than the price war to win customers by defeating opponents. "The electric dealer is a cruel profession, has not seen does not fight the price war to do." In an interview with the Daily economic news reporter, Honey Bud Baby founder and CEO Liu Very directly, the price war is the strength of the electricity business in a certain historical stage of the road, hit the price war to know who is in the nude swimming, the key is to test the volume of the stores and procurement strength, such as upstream supply chain.

Today's cross-border electricity market, both Ali, Amazon and other giants into, but also Jingdong, 1th stores, such as retail enterprises to grab food, as well as the ocean dock, honey Bud baby, Honey Amoy, street honey and other emerging enterprises struggling to run. Public data show that more than 2000 companies have registered Cross-border electrical business operations since 2012.

Xu Dingxin, a cross-border electricity trader, told the Daily economic news reporter that from the current market situation, CAT international and Amazon accounted for about 55% of the Cross-border electricity market share, suning overseas purchase, the Ocean Pier and Honey Bud Baby can account for about 25%. Xu Dingxin that at present, whether the Giants or startups are in the same starting line, and the sea Amoy market demand is very large, as long as the emerging enterprises more vertical, more subdivision category, deep digging a product lines will have the opportunity. "Because the current mobile end has become the main battlefield, after the entry order 50% from the mobile end, and the giant's mobile end is almost from the PC side translation, does not show a unique advantage." "Xu Dingxin said.

Self-governance model can control risk but also logistics bottleneck

According to the monitoring data of China Electronic Commerce Research Center, 2013 China Overseas purchase market transaction scale amounted to 76.7 billion yuan, 2014 China Overseas purchase market transaction scale already exceed hundred billion yuan. Obviously, the sea Amoy industry has entered a rapid growth period, but relatively domestic online shopping, Cross-border online shopping risk is greater. It is worth noting that, with the price wars of Cross-border electric dealers, it is likely to produce fake goods because of low price promotion.

Xu Dingxin said that at present the European exchange rate is low, many European brands become popular in the sea Amoy, overseas brands are also aware of the Chinese market is very large, but is still in the wait-and-see situation. Because a lot of production capacity is limited, if the domestic just need not meet, will not blindly expand. Therefore, Honey Bud Baby's bonded import proprietary mode looks very "heavy", but the risk of supply is much smaller.

However, industry insiders believe that, according to the development of domestic and foreign electric business, self-quality control is indeed relatively strong, but the drawbacks are very obvious, in addition to crossing the intermediate link with the product directly to the land, brand manufacturers to establish direct cooperation, but also the need to build warehousing, logistics, such a model as Beijing and east as the domestic electricity business is more reliable, But it's hard to replicate to international.

In addition to the above model, to the day Cat international-oriented bonded import open platform is also the current sea Amoy market one of the main models. This model cost is low, can greatly reduce the logistics cost, improve logistics efficiency, bring more price advantage of overseas goods.

In Xu Dingxin's view, as industry competition intensifies, 2015 is inevitable.