The business of making money with a stuffy voice: an obscure good deal

E-commerce in foreign trade is an unknown good business, but also a "made in China" value of the opportunity to become.　　But sooner or later, it will face other people from the "cause" level, as well as its "externality" critical point of view.　　Sun Tong ︱ Guo go to the disease low-key don't see guest. Probably because the CEO is in a business that prefers to make money in a stuffy voice. In the past two years, with the change of E-commerce industry environment, to Orchid Pavilion set potential (Light in the box, hereinafter referred to as "Orchid Pavilion"), Tai Long Network (dinodirect), Milan Network as a representative of a group of foreign trade, the power is rapidly rising.　　"The World martial arts, only fast does not break", only Guo to disease led by the Orchid Pavilion set potential as an example, 2007 since its establishment, has experienced 3 rounds of financing. E-commerce in foreign trade before this, to Ali, Dunhuang Network as the representative of the Business-to-business has experienced a full swing. And this wave is from the foreign trade, colloquially, is the foreign trade enterprise to get through this long industrial chain, omitted the original existence of the intermediate trade links, directly to the Chinese-made products to the foreign C-end customers. The process means that Chinese manufacturers, once at the forefront of the industrial chain, have some pricing power.　　The bigger story is that China's products are sold all over the world. Of course there are more attractive. These products in the domestic price of the renminbi-it may be a 3C product, a chandelier, a wedding dress, or even a fruit-shaped post-it, you can directly change the price into dollar units, well sold abroad. No doubt, there are a lot of foreigners willing to pay for this, because for them, this is still a big bargain.　　Open Taobao page contrast to know that the dollar unit is only multiplied by 6, some products can be priced even multiplied by 10--this is profiteering. Someone smiled, like to see the foreign trade box in the golden Light. But the real participants wanted the light to cover the box.　　Because in China, any business in the blue Sea once found will be quickly dyed red, at the same time, "Made in China" as the label products, most difficult to pay the brand premium, is bound to imitation, shanzhai foreign brands as a way out, the various players naturally everywhere cautious. The typical representative is Guo's disease. Although Guo is a lively and humorous person on Weibo, he remains secretive in front of people. Describing his entrepreneurial experience, he would say: "To build a momentum, to create an environment for themselves; Of course-our way of doing it is to keep it secret. "This makes people want to know what is in the box of the foreign trade dealer?"　　E-commerce of foreign trade how is this business going to make money? "Keyword competitiveness" to prevent the stick in the Guo to disease or rare revealed some numbers.　　Lan Pavilion's 2007-year turnover reached $2.5 million trillion, rising to $7.5 million in 2008, which has been growing at around 3 times times a year, reaching 27 million dollars in 2009 and 70 million dollars in 2010, and is expected to sprint at $200 million this year. A lot of people in the circle said that Lan Ting developedSo quickly, thanks to Guo's disease is a search engine genius. He himself bluntly, "my focus on product requirements will be translated directly into the amount of search."　　"In his logic, search simplifies the way people think, many complex problems because numbers are simple, like he would directly quantify the company's branding to how many people search for" Light in the box "on Google.　　"Orchid Pavilion's success is mainly to do search engine optimization and Google on the right side of the ads, and then into the Tai Lung network is relying on social marketing, such as Facebook and Twitter, and the Milan network is the advantage of email marketing," an electric business marketing expert analysis. As the saying goes, "3 points on the line, 7 points below the line", the flow will obviously not run itself, not to mention in the unknown overseas market. This has to go back to Guo's disease in Google's background-keen technical genes, destined to the company's strong driving force. It is said that Orchid Pavilion's first practice is to hit a large amount of money on Google bought nearly 300,000 keywords, the search engine to achieve extreme precision. One insider said that the keyword is also a long tail, good or bad effect of the day difference.　　Guo to disease is recognized by the industry's cattle, SEO and sem congenital advantages so that the successor is difficult to go beyond. Especially in the "Made in China" product is not much different from the situation, see how to do. In other words, the same product, spending 100 of dollars may not sell, but the cost of 10 dollars of advertising can sell very well. Guo's approach is to choose a time slot, in which the effect of the best, because at that time choose his keyword is the largest amount.　　"The source said. With little money, getting a better ROI, it's a technical job.　　Until today, Guo went to the disease to judge who is the standard of their competitors, still look at the search "Light in the box", who most frequency appears next to themselves. Of course, this is just the way Guo went to the early races. In recent years, Google has come to understand that the cost of the launch has soared and the people in the box are starting to dig up new ways. Multi-channel marketing methods such as YouTube, Facebook and Twitter are starting to become standard for all foreign trade companies to sell. The Big Dragon Network has shifted its focus to hard and socialized marketing on Facebook and Twitter. Of course, these players do not rule out the power of third-party service companies for more sophisticated marketing.　　In short, Facebook is becoming mainstream, with a share of more than 30% per cent. There is also a very low-key company-the domestic largest foreign trade Web site Dealextreme (hereinafter referred to as "DX"), they sell the product unit price and gross profit is lower, most rely on the amount of money to go. Their most successful marketing approach is the highly viscous forum marketing. Through and the Forum cooperation, the website related product information, the discount preferential information in the forum exposes, and pushes the different product to the different forum, is alsoOne of the ways to recognize low prices and be effective.　　The new ability of supply chain determinism in marketing and promotion just the box opened a small corner.　　Guo said that the two most important parts of the business is supply chain and warehousing logistics, all under the line, it is a long-term work to accumulate time. LAN Pavilion is the practice of 70% of the product itself procurement, direct docking factory, eliminating a lot of intermediate links, have their own pricing power.　　In this process, because the quality of Chinese products are not high, direct and factory cooperation can strengthen the control of products, and even many products can also be customized, such as wedding dresses. However, how to find the right factory, how to control the fabric, and so on, are related to the huge supply chain system.　　LAN Pavilion on the website of the product update speed is very fast, which means that from the fabric procurement, order proofing, to the entire flow line, as well as product shipments to the warehouse quality inspection, time to short enough, supply chain integration capacity is strong enough. According to Guo to describe the disease, supply chain is one of their core competitiveness. On the one hand, Orchid Pavilion has partners to do supplier origin, offline procurement experience; On the other hand, Orchid Pavilion employs a lot of employees who have worked at Wal-Mart; more practical questions like, purchasing are always rebates, how do you balance?　　The reporter learned that the orchid Pavilion used here is the trick is a wide net, through the constant pressure price, the price to no one willing to do, the procurement of kickbacks are difficult to take. Back-end logistics is also an important link. The problem from the last kilometer is that, with the 3C and other main products increasingly low gross profit, multinational business such a long chain, how to cover logistics costs?　　How to optimize the link of logistics? "As long as the optimization is good, 1.99 of dollars of things can make money." Guo said that DX is the best representative of the country. The Shenzhen company mainly engaged in low unit prices of small items, but also free shipping.　　How did they do that? All of the DX's small orders are shipped through the "Hong Kong small Parcel Post", which is known to the pedestrian, but the price of this link is very low, but it needs to be balanced by the amount of travel, although the slow but "free shipping" selling point is enough to attract people. Relevant data show that the DX on average daily shipments of up to 30,000. The way each website is different.　　In addition to Hong Kong, Tai Lung network staff revealed that the large dragon net goods from Guangzhou, large forwarding station also has Singapore. In fact, the main logistics mode of foreign trade is roughly three kinds: the most direct is international logistics, the fastest but the highest cost, the second is to outsource to the domestic such as the export of such logistics companies to carry out small-scale transport; The third is the overseas rental building warehousing, that is, centralized shipments, to the local distribution. For example, LAN Pavilion has 1/3 of IP from the United States, then some goods through the early period of a certain amount of data accumulated, orders more, sell well place, the Foreign Trade Electric Chamber of Commerce choose to lease local warehouse to reduce the cost of delivery, especially some rents and talent relatively cheap places-such as Detroit, the local unemployment rate of up to 30%　　, the rent is reasonable, and it is easy to recruit people. "Logistics is mainly collocation and excellentThe crux of the problem is to advance the market. "A small foreign trade company website told reporters that they have a category of products are Halloween pumpkin lanterns and other surrounding goods." So every year, 1-2 months before Halloween, he will bring the goods to the Detroit, so that orders can be shipped quickly when the outbreak. and TMT, DHL cooperation, can completely solve the final express problem. Even better, the overall cost of international logistics has fallen by 1/3 to 1/2, and "Many big websites do the same."　　"The edge of the light a real big business, it is impossible to keep hidden in the box, it must accept external values and external inquiry." Zhang, Microsoft's global vice president, heard a white driver complaining about a taxi in Los Angeles.　　Said he bought a very cheap iphone on a Chinese website and found it was a "cottage version" after getting the goods. On Weibo, Guo went to the fans to recommend a movie he thought was very interesting, called the middleman.　　Tells the story of a gifted entrepreneur who transformed a pornographic website into a third-party online payment company.　　Two episodes put together, more or less like a metaphor for foreign trade in the E-commerce industry. As many people know, e-commerce in foreign trade at the same time, but also face from the edge of the query-imitation goods. No one can deny the "shanzhai capability" made in China, although many large foreign trade manufacturers are already trying to evade the issue of intellectual property, it can be said that "no brand products" naked sold to all over the world, Tai Lung network even in the manufacture of new independent brands.　　But the game of e-commerce and imitation goods in foreign trade is not so easy to solve. "Especially when you earn the first bucket of gold, you have the original sin. A netizen says so, everybody is playing the edge ball. Orchid Pavilion has been one of the most stringent foreign trade in this respect, with employees from more than 10 countries, the intellectual property rights to hire the best lawyers in the United States, any related issues immediately deal with, because its business model determines this almost inevitable.　　and Guangzhou, Shenzhen area, there are a large number of foreign trade business enterprise, the top selling things not only likeness, even the logo are directly copied is not uncommon. An industry personage said, this inside everybody tacit rule is, the listing is a demarcation point, does not have the listing the premise under this model not to be too big problem. "Foreigners are also very smart, know you did not go public, sue you not cost-effective." First, it's possible that you're going to take the money and second, even if it's possible to sue you, it's not going to be worth much at the end. There are even a lot of foreign trade dealers are giving kickbacks to foreign brands. Both sides know it's hard to change the status quo, then talk about a price--but once the listing is not so easy. "Throughout the current domestic well-known foreign trade companies, almost all have capital intervention, the future is full of the possibility of listing." Electric business is now rumored, Lan Pavilion in the preparation for listing. Then, the future of how much space, the way to go, whether need to split some business? Will undoubtedly become a foreign trade e-businessContinue to run forward to consider the problem. Objectively speaking, the foreign trade E-commerce enterprises low-key from a purely commercial perspective is very understandable.　　But with the growing success of the oil-making business, sooner or later, there will be a critical view of other people not only from business, but also from the "cause" and its "externality"-for example, how should foreign trade e-commerce make sense to China? In fact, some people in the industry now put "brand output" to foreign trade e-commerce, but a "false label." The essence of e-commerce in foreign trade is a value realizable in Chinese manufacturing. This model for the brand is not only not supported, and even from a commercial point of view deliberately away from, because the brand of products will result in foreign trade e-commerce profit space shrinkage. At the same time, insiders have asserted that, as China's manufacturing costs rise, future foreign trade E-commerce will even choose the supply chain to the lower cost of the country transfer. "Although it would be very troublesome, they are not willing to, but the business model determines that they must do so." "3 years ago, Suzhou has 3,000 wedding-making enterprises, each enterprise on average not more than 5 people, 3 years later, 3,000 wedding factory closed 2,700, the total number of changes to the original 1/10." A local industry personage explained: "One is the land price rises, the pavement cannot go down, one is own counterfeit product to let the customer lose;" There is a direct reason is that the big factory of the Orchid Pavilion has dug up many of their people, the factory is unsustainable. "The revolution was never cruel.　　In the traditional foreign trade enterprises die in the gap, the rapid growth of foreign trade e-commerce, this is a natural law of the fittest, and this should inspire more people's ideas.　　Looking to the future, foreign trade E-commerce "light", obviously should not just inside the box.　　The promotion of foreign trade dealers to promote foreign trade and countless small and medium-sized foreign trade enterprises to break through the value of bottlenecks, they are well aware of the industry rules of the "selling water people."　　Foreign trade in the camp, there are two types of participants. One is the GSI mode of operation of the company, similar to the domestic business and Wuzhou online, the current domestic do the largest is the Sihai Shangzhou.　　This is also the IDG invests in the Shenzhen DX outside, invests a third party service company. The domestic generation of operating enterprises has been very many, but the foreign trade e-commerce generation of barriers to operation is relatively high. At the very least, a centre should be built overseas, with a decent information system in the centre, and then through lines including legal and overseas lawyers, as well as some "hard resources" on Facebook and Twitter. It's not uncommon for people to do well.　　Sihai Merchant Boat CEO Gu Muchen and Orchid Pavilion set potential CEO Guo to disease is together from Google out, there are strong resources and technology genes, investors IDG also hope they through rapid expansion, the threshold and barriers to pull high. Many well-known domestic electric dealers in the overseas market, wheat bags, where guests, Li Ning and so on, and the Sihai business boat cooperation; more sources said, Tai Lung network, Milan network, etc. also put a partMarketing promotion Outsourcing to the Sihai merchant boat.　　Facebook, for example, is not as liberal as the domestic microblog, but it needs to be signed, and Trustwave's exclusive cooperation requires this kind of push. Despite the long-standing problems of Chinese manufacturing, companies are actively seeking breakthroughs and discovering new opportunities and approaches are the real solutions. To Sihai Shangzhou, 80% of the customer is a business-to-business customer and 20% is a customer. This model whether from the front-end to help companies build websites, marketing promotion, or the final warehousing logistics, can do a full chain of services, or the module split to meet the different needs of customers.　　It is understood that the customer renewal rate of more than 80%. The other is platform based players. They carry a business-to-business gene, like the Dunhuang nets, which once brought great challenges to Alibaba. In the early days, the Dunhuang net actually relies on the involvement of these foreign trade retail companies to grow up.　　Of course, Taobao later tried AliExpress, but not very successful. In this process, the meaning of earning money is far less than the meaning of change. Dunhuang Network of innovative ideas also follow the development of foreign trade constantly changing, the new release of the "one-stop" business is based on the vast user of the Dunhuang network platform to form a one-stop hosting services and the overall solution. "Want to reduce the ' Made in China ' to go out of the threshold.　　"Dunhuang Network CEO Wang told reporters, so that domestic SMEs in the international market has been found, verified, and then to be recommended, is the value of foreign trade. Although both sides also have a pattern of abuses.　　For example, how to better for each customer to specify personalized solutions, how to strengthen the professional team, foreign trade E-commerce still need to continue to explore the mainstream of the driving force and model. Whether it is the Pearl River delta, or the Yangtze River delta, China's small and medium-sized enterprises too much, do a lot of things, flat competition is serious. And this is an opportunity to detonate change.　　In fact, China creates the opportunity to create new rules and order in front of the world. These foreign trade advocates, in addition to improving the life cycle of Chinese manufacturing enterprises, help them break the bottleneck of the value of the current, but also how the enterprise itself to find new breakthroughs in the product. However, it is certain that in the field of E-commerce in foreign trade, whether it is the business, business-to-business, or other participants and variables, in their own bigger and stronger, while they are committed to promote China to create a sustainable and positive cycle of responsibility.