The "Cross-border war" between the big power companies has begun

Absrtact: In 2014, the Cross-border electricity dealers were in full swing. With the development of cross-border export power suppliers, Cross-border import electricity dealers will not be outdone. According to the monitoring data of China Electronic Commerce Research Center, 2013 China Overseas purchase market transaction size amounted to 76.7 billion yuan, compared with 2012 year-on-year increase

In 2014, cross-boundary electricity dealers were in full swing. With the development of cross-border export power suppliers, Cross-border import electricity dealers will not be outdone. According to China's E-commerce Research Center monitoring data show that 2013 China's overseas purchasing market transactions amounted to 76.7 billion yuan, up from 2012 year-on-year growth of 58.8%; 2014 China overseas purchasing market transactions amounted to more than hundred billion yuan; It is expected that the 2015 China overseas purchase market transaction size of 247.8 billion yuan.

April 3, 2014, Alibaba announced that its cat International has signed a strategic cooperation agreement with the Ningbo bonded area; in June, the United States under the cosmetics Sea Amoy website gathers the United States overseas purchase online; in July, Suning set up a cross-border electrical Business Project group; September, shop No. 1th and orient Electronic payment and cross-border connection Amazon entered China in the tenth year, fully stationed in the Shanghai FTA. This shows that the "Cross-border war" between the electric business giants has begun.

"Mode One" "Bonded Import + overseas Direct mail" mode

Typical case: Cat International

Overview of the Model: Cat in Cross-border this area through the cooperation with the FTA, in all over the Bonded logistics center to establish their respective Cross-border logistics warehouse. It is in Ningbo, Shanghai, Chongqing, Hangzhou, Zhengzhou, Guangzhou, 6 cities in the pilot Cross-border Electric Commerce free trade Zone, industrial Park contracted cross-border cooperation, the comprehensive laying of cross-border outlets. Evade the basic legal risk, at the same time obtain the legal protection, compressed the consumer from order to receive goods time, improve the overseas direct hair service convenience. Make Cross-border business in the "gray zone" opened the "door of Light." According to China's Cross-border electricity network monitoring, 2014 "Double 11", more than half of the international commodity Cat International merchandise is a bonded mode to enter the hands of domestic consumers, is an important cross-border attempt.

Analyst comments: This model can significantly reduce logistics costs, improve logistics efficiency, to bring Chinese consumers more price advantages of overseas goods. But it is worth mentioning that the "bonded import" model in the current policy is particularly uncertain, so the future trend remains to be seen.

"Mode II" "Proprietary + investment" mode

Typical case: Suning overseas purchase

Model Overview: "Self + investment" model is equivalent to play the largest enterprise intrinsic advantages, in the lack of internal advantages or weaker than the use of foreign investment to make up for their own shortcomings. Su Ning chooses this mode, combines its own present situation, plays its intrinsic advantage in the supply chain and the capital chain in the traditional electric business, and makes up the shortage of international commercial resources through global investment. Suning entered the Cross-border electricity business, but also after the cat, Amazon after the market ushered in another strong competitor. China E-commerce Research Center into the Suningyun to bring together its latest developments in cross-border electricity business.

Analyst comments: The Chinese E-commerce Research Center Network retail senior analyst Mo Dai, Su ning, if you can use the advantages of international express license to establish a sound overseas circulation system, make full use of its own payment tools and a number of store advantages, suning into the Cross-border electricity market prospects are more worthy of expectation. In addition, foreign brands with Suning to enter the Chinese market will have more space to play.

"Mode three" "proprietary rather than pure platform" mode

Typical case: Beijing East Overseas purchase

Model Overview: At the end of 2012, the English version of the online, directly for overseas buyers to sell goods. Until the beginning of 2014, Liu announced the internationalization of Beijing and the east, using proprietary rather than pure platform, Jingdong overseas purchase is the main direction of the East China Sea Amoy business. Jingdong controls the quality of all products and ensures that the packages sent are trusted by consumers. Jingdong may rely on the brand of overseas dealers to take goods, in the future, as far as possible and foreign brands to cooperate directly.

Analyst Comments: Jingdong overseas purchase from the current point of view has been layout, is still waiting for further exerting force in the future. The overseas purchase of Jingdong is not to take the whole category route, but according to the needs of the Beijing-East member. and other electrical business such as Cat International, Amazon, 1th stores to compare, Jingdong in the development of the sea Amoy business advantages have not yet appeared, the sea Amoy business will be "deep root", waiting for harvest.

"Mode four" "Direct Battalion + Bonded Area" mode

Typical case: Poly-American overseas purchase

Model Overview: "Proprietary" mode is a cross-border power companies will be directly involved in procurement, logistics, warehousing and other overseas goods trading process. To the logistics monitoring, payment system has its own set of systems.

At present, the Henan bonded logistics area for Poly-Mei excellent products opened tens of thousands of square meters, its import cargo day processing scale is expected to reach 80,000 in the end of the year, Poly-Mei excellent products and Henan Bonded Logistics center in September 2014 completed docking. The opening of the Bonded logistics mode will greatly compress the customer's time from the order to the receiving in addition to the convenience of overseas direct hair services, because the United States to buy more than conventional "sea Amoy commodity" purchase cycle, can be compressed from 15 days to 3 days, or even shorter, and ensure that the entire logistics information can be tracked.

Analyst Comments: China E-commerce Research Center Director Lei that the United States to do the sea Amoy has three major advantages: User advantage (stickiness, consumption habit, consumption ability, high purchase frequency); Category advantages (small size, high interest rate, long shelf life, low warehousing and logistics costs) brand advantages (listed companies, capital, brand integration).

Mo Dai, senior analyst at the network retailing Department of China's E-commerce Research Center, said in the logistics of playing speed war, Poly-American overseas purchase integration of global supply chain advantages, directly involved in procurement, logistics, warehousing and other overseas commodities trading process, or the sole "sea Amoy" "Self" mode. The use of bonded area to establish a reliable Cross-border E-commerce platform to enhance the efficiency of supply chain management and solve the problem of warehousing logistics is a traditional sea Amoy model of a revolution, so that the circulation of commodities no longer have channels and countries.

"Mode Five" "Overseas commodity Flash purchase + direct purchase Bonded" mode

Typical case: Only products will be sold worldwide

Model Overview: September 2014, the only product will be the "Global Special Sale" channel debut home, while opening the first formal overseas express import of "Global special sales" business. Only product will be "Global special sale" the whole process of using Customs management mode of the highest level of "three single Butt" standard, "three single docking" to achieve the consumer to automatically generate a single information for customs verification of the record of orders, waybill and payment list, and real-time synchronization to the electric business platform suppliers, logistics transshipment, credit payment system tripartite, The formation of four-digit closed chain management system.

Analyst comments: The China E-commerce Research Center Network retail Department senior analyst Mo Dai, compared to the previous sea Amoy repeatedly with single, tax and other problems, only the goods will cross-border electric business model to make products and services more sunshine, transparent.

"Mode VI" "proprietary cross-border platform" model

Typical case: Amazon overseas purchase, No. 1th Sea purchase, Shun Fenghai

Model Overview: Amazon to set up a warehouse in Shanghai FTA, to the self-trade model (that is, bonded stock) to sell goods to China, this model is still in progress. Overseas electric dealers in China's bonded area self-built warehouse model, can greatly improve the speed of cross-border online shopping experience, so much to be expected by the electrical business.

According to China's Cross-border electricity Business Network, Shop No. 1th is through the Shanghai FTA Import mode or overseas direct mail mode of entry, can be imported overseas goods to Shanghai from the trade area to prepare. In addition, the strategic investor of store 1th, Wal-Mart in the international market of retail and procurement resources integration advantage will be good "1th sea" business.

January 9, 2015, Shun Fung led the Cross-border business of the website "Shun Fenghai" officially online. Products covered by the United States, Germany, the Netherlands, Australia, New Zealand, Japan, South Korea and other hot sea Amoy countries. "Shun Fenghai" to provide the details of the Chinese, RMB payment, Chinese customer service team support and other services to provide a single key to the smooth experience. Currently on the line of goods locked in the mother and child, food, daily necessities and other categories. Goods can be delivered within 5 working days.

Analyst comments: On this China E-commerce Research Center Network retail Department senior analyst Mo Dai, the Bonded import model in stock when the amount of capital occupied, the requirements of the organization source high demand for users to judge the requirements of high. However, such models will be affected by changes in industry policies.

"Mode seven" "Direct sales, direct purchase, direct mail" of "three straight" mode

Typical case: Ocean dock

Model Overview: Ocean Terminal is a third-party trading platform for Chinese consumers. The seller on the platform can be divided into two categories, one is the individual buying hands, the model is Consumer-to-consumer, the other is the merchant, the model is m2c. It helps the foreign retail industry to connect with Chinese consumers, that is, overseas retailers should direct to Chinese consumers, Chinese consumers should be direct purchase, the middle of the logistics is direct mail. Three straight: "Direct, direct purchase, direct mail."

Analyst comments: As a pioneer of cross-border electricity, the foreign terminals are open to the third party sellers, so they face a positive contest with Amazon, Beijing East, Suning and other electric dealers. Ocean terminals want a foothold, or in overseas suppliers, product experience, user experience and logistics to the full effort.

"Mode Eight" "Vertical proprietary Cross-border platform" mode

Typical case: Honey Bud Baby

Model Overview: Vertical proprietary Cross-border business platform refers to the choice of proprietary products will focus on a specific area, such as beauty makeup, clothing, cosmetics, mother and child.

Honey Bud Baby-led "mother and infant brand special sale", refers to the site every day recommended hot imports of mother and child brand, to below the market price discount strength, within 72 hours of limited sales, is committed to open cross-border electrical business. According to China's mother and infant Electric network monitoring data show that the current honey Bud baby users have more than million, October 2014 its GMV more than 100 million yuan, the monthly repurchase rate reached about 70%.

According to the Research Center for E-commerce Research in China, Honey Bud Baby's supply chain is divided into four modes: 1, from the brand side of the domestic procurement system procurement, 2, direct procurement from foreign orders, through the various ports of general trade; 3, from foreign orders, take Ningbo and Guangzhou, the cross-border electricity business pilot model; 4, Honey Bud overseas Companies order from abroad, direct mail mode of entry.

Analyst comments: On this China E-commerce Research Center Network retail Department senior analyst Mo Dai, this type of cross-border electric business platform because of its proprietary, supply chain management capacity is relatively strong, from procurement to the user in the hands of the whole process better own control. However, it is worth noting that the upfront need for relatively large financial support.

"Mode Nine" "Shopping guide Rebate Platform" mode

Typical case: 55 Sea Amoy

Model Overview: 55 Sea Amoy Network is targeted at national consumers overseas Online shopping rebate website, its rebate business is mainly the United States, the United Kingdom, Germany and other companies, such as Consumer-to-consumer website, such as: Amazon, ebay, etc., rebate ratio between 2%-10%, merchandise coverage of mother and child, beauty makeup, apparel, food and other comprehensive categories.

Analyst Comments: Shopping Guide Rebate model is a relatively light e-business model, the technical threshold is relatively low. It can be divided into two parts: drainage and commodity trading. This requires the enterprise in the B-side with the overseas electric dealers to establish cooperation, in the C-terminal from the user to obtain traffic. From the current point of view, 55 sea Amoy in the rebate limit has a certain advantage, but with the characteristics of business cooperation has not fully reflected.

Mode ten "cross-border Consumer-to-consumer platform" mode

Typical case: Taobao global purchase, the United States Shopping Network

Model Overview: Global shopping is Taobao luxury brand fashion center, the world to help members realize the "home, Amoy all over the world" goal, in 2007 to establish this platform. Global purchase expectations through strict review of each seller, carefully select each of the goods, for the high-end users of Taobao services.

"American Shopping Network" is focused on purchasing American brands of goods, covering apparel, bags, sports shoes, health products, cosmetics, watches jewelry, outdoor equipment, home maternal and child supplies, home theater and so on. The site has been wholesale and retail, the main direct mail purchasing. Purchase of goods by the United States branch of the use of a unified logistics distribution-A New York Express, sent directly to the United States to the customer's hands, without passing through the domestic transshipment.

Analyst comments: On this China E-commerce Research Center Network retail Department senior analyst Mo Dai, Taobao Global shopping and the United States to buy the network is the first domestic purchase site, take the Cross-border Consumer-to-consumer platform route. Similar to ebay's global marketplace. This kind of web site on the one hand to the cross-border supply chain is relatively shallow, it is difficult to establish a full competitive advantage, in addition, the credibility of consumers are relatively deficient. Along with the electric merchants such as Jingdong, Suning, shop 1th, Amazon, this kind of overseas purchasing platform was greatly impacted.