Tens dollar sellers trend is obvious

Newspaper reporter Yang Wah Beijing report

Early November 27, ebay released the "Greater China region cross-border E-commerce Retail export industry map." The report said: China's eight major cross-border electricity retail export centers are Guangdong, Hong Kong, Shanghai, Zhejiang, Beijing, Taiwan, Jiangsu and Fujian. Among them, Fujian, Zhejiang and Jiangsu, respectively, 76.1%, 56.1% and 52% growth rate as the fastest growing Cross-border export centers. In addition, the world's most popular buyers of the category by sorting for electronics, fashion, furniture gardening and auto parts, while furniture gardening category, auto parts and fashion category has become the fastest growing three categories.

On this report and ebay's global technology trends, November 27 afternoon, ebay global vice president, Greater China CEO Lin received an exclusive interview with the 21st century economic reporter.

Tens dollar sellers trend is obvious

21st century: Compared to last year, what is the obvious change in Cross-border E-commerce retail exports in China or globally this year?

Lin: The first major trend is "big" sellers do more and more, the expansion is very strong, I said here the "big seller" definition is tens of millions of dollars. Usually they will have two characteristics, one is to sell a large quantity, the second is a lot of product categories. It's a simple thing to say. But when you think about it, the first thing he sells is a lot of inventory, and then it systems are complicated and sold to 200 countries around the world rather than to one person, which means the operation is very complex. I think this is a new model, no one has done this before, which makes him competitive, the price is low, and his low prices and good, will cause other medium-sized sellers now also have pressure, feel that they want to expand.

In addition, I just said that the category so much, in fact, is also very interesting, because you have to sell things to purchase, to judge the quality of things good, to study whether there will be sales, this is very complex system, I think these Chinese sellers have developed a very unique business model. This is one of the more obvious trends I've seen this year.

21st Century: What impressed you more?

Lin: For example, auto parts, the former Chinese sellers are not to do, before everyone is selling electronics and clothing, but now the furniture and auto parts of these two categories come up, and more and more sellers want to sell this thing. Said a few years ago more straightforward, some items we may not be designed to look good, not on the grade, quality is not good enough, but now really will not, like wearing clothes, household categories, including auto parts and so on.

Auto parts related to safety, safety is not good, who dares to use your things? Of course, auto parts are also involved in aesthetics, because many are decorative things, now foreigners will come to buy these things, and before the Chinese sellers to sell them, they are not bought. Another example is that many Chinese sellers used to sell jewellery when they were basically not designed, they now know that only the design has a high profit, so will go to the real designer to do, in addition to the jewelry itself is enough, there are designer elements in it. So what's behind this is actually a real promotion of our overall industry.

"21st century": will these affect the changes in ebay's China strategy?

Lin: Will. Our strategy now is to push for warehousing and new products, which means helping Chinese sellers set up overseas warehouses. We find a lot of sellers in a certain country to set up warehouses, but you can hardly ask him to go to every country to set up warehouses, because they do not understand, so we now have to vigorously transform warehousing services into a worldwide service, rather than a single country services.

For example, you may have a position in the United States, and then I will tell you that you sell these things in Australia or the United Kingdom can be set up positions. Storage is the most feared inventory, but ebay has this information to help these sellers calculate how much you can roughly sell in those new countries.

Warehousing In fact, there are three parts; one is that you send the past from China, that is, Congfei and customs clearance, customs clearance, which is very expensive and cumbersome; the third is the so-called "last Mile", which we all have to solve for the sellers, and then use the ebay advantage to depress the price. Because we are the largest site in the locality, the local logistics provider will not give the seller the best price, but it will give ebay the best price. This is the most important thing in our greater China region this year.

"21st century": I see from the report that emerging market opportunities, such as in Argentina, Israel, Brazil and other emerging markets to achieve significant growth, then in the Cross-border electricity quotient, ebay in China's most important development direction will change?

Lin: The most important development direction of our ebay in China is mainly "the mainstream consumer of traditional market". This means that we want the United States, Britain, Germany, Australia, Canada and other countries mainstream consumers. We think that in the long term it must be the most important, first of all, ebay in the mainstream market foundation and strength, second, now online retail in the United States accounted for the overall retail trade is still very low, only 10% to 12%, but we all know that the future must rise to 20%, 30% or even 50%. In other words, Chinese sellers in these mainstream market share can also improve, especially the more important categories, such as auto parts.

So we still want the mainstream consumers in the traditional market, plus the mainstream category of the traditional market, and then to break the logistics and weight restrictions, which is why I just mentioned to help Chinese sellers set up overseas warehousing problem. This means that the mainstream countries are still the most important, as for emerging markets, at this stage we sellers will explore for themselves.

"21st century": How will ebay help Chinese sellers build warehouses overseas?

Lin: The first is to use the big ebay data to help them analyze how long your money will be tied up, this is the first, and then to do financial support on the basis. Concrete how to support there are many models, such as to find suppliers and their discussion, ask them to give our sellers a better price, this we will help Chinese sellers vigorously do.

Trends in relationships with retailers

21st Century: Now ebay has more new applications on the mobile end for example, multi-screen seamless docking of mobile experience; For example, if I see my good friend's sweater is very good, and then I use a camera, I can search on ebay to find this sweater, how many different businesses to sell the money, It even includes the amount of money the retail store in my home accessory sells, and the information that some sellers on ebay resell the second-hand sweater. Can you introduce more details about these aspects?

Lin: Our mobile business in the United States has now developed a lot of applications, I might have told the media that there is that, but now I can not speak clearly. You just said the multi-screen seamless docking experience is really big data, it remembers what you're doing, and then when you change the device, you can immediately move back what you just did, and the two most important user experiences here are "search" and "buy."

When it comes to search, we know all the sellers this year, all the pictures on ebay have been asked to upgrade, the first picture can not have background, the second above can not write things, we have a lot of electrical business photos We call it "graffiti", that is, those "buy a loss of ten", "Jump off the Big auction" and other information, ebay this year is not So sellers spend a lot of time cleaning up on this.

This is quite physical work, we ask you to make it very clear, because only in this way, we can know that this is a clothing, its color and size is what, these attributes to all have to do image search. The same is true of localized applications, all physical work, all to be integrated, including you want to talk to all of the retailers, your price to tell me, you have something to tell me, and then I integrate in so that users can be a search when I can tell them, and then the user could go down to the line to take, because ebay knows you offline inventory. We are the largest Consumer-to-consumer Web site in the United States, and now the retailer data comes in, which is why I say that localization can also be integrated in the advantages.

"21st century": I am curious about the question of whether there is any conflict between ebay and the physical store in the US now, as many young people's spending habits may be damaging to the physical store, for example, I might try clothes at a physical store, but after I've tried it, I'm going to pay for it online.

Lin: I think your questions are very good, because it really asks about a company's development strategy and positioning problem. The characteristic of the retailer is that if you compete with it, it will never work with you, so a company's decision should be that we develop these patterns together.

This involves a company's underlying core and cooperative architecture, and even your historical reasons. I want to first say PayPal, formerly PayPal is our own platform of payment tools, but now it is to nurture all businessmen. The same ebay platform to do more and more, not because a certain business selling something good, to obtain its information and then sell their own, this is our core purpose and positioning, but also our historical origins, is the credibility of the retailer.

From the perspective of operational philosophy, ebay is never a functional platform, but an "emotional" (emotional) platform, the so-called functional platform refers to the user to buy, after the purchase and then go, is the Amazon (386.71, 5.34,1.40%) mode. Amazon started out as a consumer, its aim is to subvert the retail industry, but it's also starting to do a third party platform like ebay, but its philosophy of Third-party platforms is different from ours, and if a merchant does a good job, it may get information about it because its philosophy is to serve the consumer. Of course there is nothing wrong with this philosophy.

"21st century": suppose, for example, that I am now in Macy's Big store in the United States to try clothes, and then go home to buy on ebay, the equivalent of Macy ' s just my fitting room. What about the conflicts between ebay and Macy ' s?

Lin: The entity store actually very does not like you to treat me as "show reactiveness", do not like you to search, parity, no matter what website you are, as long as you are mobile phone, it is not like. Of course, if you're a customer, it has no way, so now this situation is very embarrassing, because you want to ban it, consumers will be unhappy, but if you do not prohibit it will feel that its business damage, so now is the e-commerce and retailers a business transformation is very awkward stage. In the United States now some stores have a clear policy, it does not allow customers to go to the store using smartphones for photos, search and parity, as you go to the museum is not allowed to take photos.

"21st century": how can potential conflicts between entities and ebay, which have no clear policy, be resolved?

Lin: Next year we're going to go online with a big app "online buy, offline, this is really about trying to make the retailer feel OK, like the user can find something on the home line, and then ebay tells him that it's in the Macy ' s in your neighborhood, and you can just try and buy it. But you can't do it in the opposite way, because the other way the consumer's "try and buy online" behavior is irrelevant to ebay.

We have to make it clear to the retailer that this is the trend, and maybe in the end, the retailer will want to try it, which is also possible, so you come and integrate with us, when it's something to give you, the photo to give you, and the attributes of the item to you. Of course, this model is very complex, some Chinese big sellers hear me talk about the plan, they are indeed very suspicious, because they feel that they are not online, then what to do? The solution is only to say that we all want macro, you know this is the consumer habits, that is, no matter who you are, you can not change can not be blocked.

21st Century: I can't think of the logic you're going to push next year, because I'm a user I can buy on the Internet, why do I have to go to the line to get it? Isn't it nice to have you delivered to my doorstep?

Lin: So "online buy, Offline take" is a kind of stickiness, it is not a subject, but ebay must do so. This logic is also very simple, I want to tell the retailer, we are consistent. And the consumer's habit is also very strange, he started the search may be lv, but in fact, the last to buy a Chinese Korean clothes, so you have to give all the options to consumers, otherwise they may be unhappy. (Edit Lu Aifang)