The war of the data, the electric quotient disorderly elephant: The three big problems behind the cross-border electricity dealer's hot

Just send Away "double 11", "Chop hands clan" and ushered in "Black Friday". This year's "Black Five", regardless of the number of participants from the electricity business platform, or the purchasing power of domestic consumers, has been an unprecedented cross-border carnival, and even the media called it "cross-border electricity quotient" of China's first show.

According to the China E-commerce Research Center monitoring data, 2013 China's overseas purchasing market transactions amounted to 76.7 billion yuan, up from 2012 year-on-year growth of 58.8%, and overseas purchasing for the next few years will continue to grow. And China has become the second largest destination for U.S. Cross-border shopping, with a coverage rate of 39%.

As a matter of fact, cross-boundary electricity dealers have already started to show up in the past 2011 years or so, but as the policy becomes clearer, the Shang Cai of Cross-border retail electricity has only come to a real start this year.

The war of the data, the electrical quotient disorderly elephant

"Black Five" after the end of the first night, Honey Amoy network released its night sales data, but attracted a burst of questioning and shelling industry.

According to the Honey Amoy published "Black Five" data, the first five minutes of turnover exceeded 1 million yuan, one-hour deal breakthrough 6 million yuan, 9-hour transaction breakthrough 10 million yuan, the whole day trading breakthrough 24.8 million yuan.

"It's all in ' Fangweising '!" "The chief executive of the Ocean Harbor questioned Honey Amoy reason is, the General Sea Amoy customer price and Mushroom Street almost, between 90-100 yuan." "Tens of millions of transactions, means that the early morning mobile phone clients active users at least 500,000, and Hai girls and women are generally not online at night, and the app user conversion rate is not more than 10%." ”

According to the operation of the Honey Amoy released data, from the honey Amoy sent more than 200,000 packages, monthly sales exceeded 10 million yuan, the number of client-activated users close to 2 million.

Facing the challenge of the competitor, NetEase Technology also contacted the Honey Amoy CEO Xia Wenbin. Xia Wenbin said, do not want to respond to this matter, only said "once the customer unit price of blue waves has a problem." And according to Weibo account "Internet that little Thing," the background screenshot of the material Honey Amoy, honey Amoy customer unit price should be between 300-800 yuan.

We will compare the data of another cross-border electric business honey Bud Baby, its monthly turnover is around 300.04 billion, November 3 a 3-day promotional deal more than 350,000 orders. Its monthly turnover is probably 3, 4 times times the Honey Amoy, but its "black five" evening sales only between 2.005 billion.

A power analyst on NetEase Technology said that the sales data behind the war of words, reflects the Cross-border electricity dealers are still in the early stages of barbaric growth. "The current Cross-border electricity business situation is very similar to group buying early, next year will appear shuffle." ”

Three conditions of cross-border electricity business

The war of data reflects only a part of the Cross-border electrical quotient. Then, after the end of the "Black Five", let us see if there are any deficiencies in the Cross-boundary electricity business that need to be improved.

First: Large environment, many policies are not clear

In the past year, the General administration of Customs has successively promulgated a number of specific policies on Cross-border electricity dealers.

First, the establishment of the "Bonded Zone" in 2013. Approved by the General Administration of customs, there are 7 pilot cities for the import of trans-boundary electric dealers: Shanghai, Guangzhou, Chongqing, Zhengzhou, Hangzhou, Ningbo, Shenzhen, the general administration of customs for these pilot cities successively issued a number of import and retail electricity business policy documents.

Then in March this year, the General administration of customs on the "bonded import" mode, in this mode, the import of electricity can be purchased in advance by sea/air transport goods to the bonded warehouse free of duty-free stock, after receiving the customer order, the merchandise will be directly from the bonded warehouse after the customs inspection of goods shipped. And the goods out of the warehouse only pay a relatively low tax. Through the "bonded zone", compared to the sea Amoy transshipment delivery speed can be increased 7-15 days, shopping experience smoother.

August 1, the General administration of Customs issued 56, 57th Bulletin, "on Cross-border trade in goods, goods and articles related to supervision and regulation of the notice" and "on the listing of Customs Supervision mode Code" (hereinafter referred to as "56th text" and "57th text") officially implemented, Businesses and individuals who achieve cross-border transactions through E-commerce trading platforms will become "regular armies".

But in addition to the general administration of customs, other cross-border electricity dealers involved in government departments, such as tax, AQSIQ has not issued specific policies. This also allows a lot of small and medium-sized cross-border electricity business platform is still in the wait-and-see stage, dare not enter the bonded area to set up warehousing.

"At present, the sea Amoy Ocean dock by direct Mail, in the airport direct customs clearance." Because the national tax regulations, direct Mail Express according to personal consumption can refund, but into the bonded area is to deal with trade. "The CEO of the Ocean Terminal has blue waves on netease technology, but after the tax policy is clear, next year will consider in the bonded area to establish warehouses."

Moreover, the current national major bonded areas of the specific implementation of the policy is also inconsistent, which also allows many cross-border electric operators into a dilemma.

Second, the Business-to-consumer model, the Amazon purchase experience is not smooth

Consumer mode, that is, the overseas merchants directly into the domestic electric business platform, or users through the domestic website to jump to foreign consumers to buy the website directly, and then through direct mail or logistics transfer of the way to receive overseas mail parcels.

Cat International and Amazon are the two main players in the Cross-border electricity business platform.

Amazon China as the main force in the "Black Five", a strong global supplier system, in theory with the United States and Amazon to get through also should not be difficult, but still committed the user experience "localization" a major mistake.

Yesterday, consumers to netease technology spit trough, "Amazon's black five promotional items are very small, shoe size by the United States or European standards, I do not know how to choose." In addition, the shopping experience is very poor, and must register an Amazon account in the United States can. ”

In addition, Amazon's International direct mail logistics and UPS and other international logistics brand cooperation, although it sounds very tall, but the use of it will be found ungrounded gas.

In this regard, the cat International, Ocean terminals, Honey Amoy and other user experience to do a good job. For example, the Cat international in the shopping process compared to last year's sea Amoy net has a great reduction, small white users do not need to consider payment, logistics and other content, "a single button" and domestic shopping is no different, reducing the Sea Amoy user group threshold.

Third: Consumer-to-consumer buy hand system, authentic hard to guarantee

Taobao Global Purchase, the M2C model of the foreign terminals are bought in the shopping site "Live Live" Black Five Live, the user directly through the platform with these purchase orders.

The Consumer-to-consumer model is an effective complement to the consumer model, especially in the early stages of the Cross-border electricity business, which can greatly enrich the product category and increase user activity.

However, the Achilles heel of the Consumer-to-consumer model lies in the fact that "authenticity is difficult to guarantee", although Taobao or ocean Terminal platform, will restrict the buyer's registration must be foreign, and have a retail industry qualification. But simply by saying, "The cost of fraud abroad is much higher than the domestic", obviously not 100% control the quality of goods.