There is great potential for cross-border electricity dealers to wait until the traditional export model is completely out of line

Li Yang (alias) is the general manager of a small household electrical appliance Export Enterprise in Guangzhou. He told the first financial daily reporter, although his main client in Eastern Europe, but he quietly in the past three years on the Amazon website in the United States to sell their own brand, some categories have entered the top three. "There is a huge potential for cross-border electricity dealers to wait until the traditional export model is completely out of order." ”

With the growth of household appliance exports slowing, cross-border electricity dealers have become a new export model. Not only Li Yang, currently many export processing electronics companies are also testing water across the border. Alibaba, Beijing-east, Haier and other giants are also in the scramble for Cross-border electricity business platform, for the business opportunities.

Farewell to High growth

"From 2010 to 2014, China's home appliances export growth rate is lower than domestic sales, these five years in a consolidation situation, export trade is not so easy." "December 17 in Shunde," China's Electronic Appliances Export Summit Forum, "consulting company" Industry online, general manager 杨洁 said.

Industry online forecast, 2015 China's refrigerator exports cautiously optimistic, is expected to increase 7%; air conditioners, washing machines export will resume growth, color TV exports are expected to fall 6%.

China electromechanical import and Export Chamber of Commerce Home Appliances branch deputy secretary General Zhou to the "First financial daily" reporter analysis, said: "This year, home appliances exports lower than expected, failed to achieve the expected growth rate of 10%." "The decline in emerging markets is a major cause, with political factors such as Vietnam and Ukraine, as well as changes in trade policy, such as higher tariffs in Indonesia and high inventory factors."

Exports of other electronic products are also not optimistic. Deputy Director of electronic Household electrical appliances Industry of China electromechanical import and Export chamber information Products branch under Secretary-General Gao Shwang that the first is in the information technology products, only the mobile phone exports maintain rapid growth, MP3, laser disc machine, audio, printer, etc. by the smartphone, cloud storage impact and the export decline is obvious; second, some emerging markets such as Turkey, India and other countries to import China's information technology products early warning, will directly drag on China's Information technology products export future prospects.

"The era of high export growth has passed and the middle and low speed growth will become a new norm." "China's exports grew by less than 10% per cent in 2009-2013, with the increase in factor costs for Chinese workers, the slowing down of international industries to China and the acceleration of China's industry to the periphery," said one of the ministry's officials.

The rise of cross-border electricity dealers

Cross-border electricity dealers have become a new way to increase the export of enterprises. "Now is the Golden age. Liang Yongjian, general manager of Bellede Electric Appliance, who is a hot-stamping machine, thinks Wal-Mart has access to the threshold, but ebay, Amazon and other overseas electric operators have lower thresholds.

Li Yang told the reporter that he has worked with Amazon for three years in the United States to become his own brand. "Products must be sent to the United States warehouse, stock in advance, if not the goods, peak season once the goods are too late to replenishment." But the preparation time is too long, the warehouse rents is very expensive, even if the Yahuo must press the model to be rich to earn. "He hopes to use China's bonded warehouses in the future to make a deal and send one."

See this huge potential demand, Haier, Ali, Beijing-east and other giants, have rush multinational electric business platform.

Haier Group Vice President Sheng introduced, Haier is building a line under the integration of the export platform, "China is the world's small household electrical appliances factory, but the lack of an efficient and safe export access platform." We built a platform to offer a package of services between buyers and sellers. ”

Jing Dong set up overseas Business Department this year. Zhang Jianching, director of the export Business Department of Beijing East Overseas Division, said the international electricity business is divided into three categories by region: One is the electricity quotient of the developed country, Amazon, EBay, plus the electric dealer of the retailer; the second category is the electricity quotient in the emerging markets such as Russia, India, Southeast Asia and so on, the third category is the electricity quotient of the underdeveloped country, still

Alibaba is also a positive layout, build a "one-pass" platform. Chen Xiaofeng, head of Guangdong, the Chinese supplier of Alibaba international division, said the export cost composition, 55% is the manufacturing cost, 45% of the cost in the logistics, tax, management links, and the impact of delivery time factors, manufacturing impact 50%, customs clearance, transport impact 50%; cross-border electricity dealers, due to lack of domestic similar "Alipay" Such financial instruments do credit endorsement, but it is difficult to enlarge. Therefore, Alibaba "a Tatsu Tong" undertook a similar function of Alipay, accumulate buyers and sellers credit, data. "I hope that in the future, small and medium-sized export enterprises to complete customs clearance, customs clearance, tax refund formalities." ”

Policy risk

Although it looks beautiful, there are still policy risks for cross-border electricity dealers.

"The electronic commerce of foreign trade is the trend, at present the main encounter triple obstacle." "Tai Long Network (China) Co., Ltd. Vice President Wu Yu to the" First financial daily "reporter analysis said.

First, the risk of overseas policy, Russia, Brazil and other parcels sent from China have been strengthened monitoring; the other is the boycott of the other country's retailers, and even trade friction; third, if the export by mail order, there is no declaration form, the late settlement of the factory, tax rebate is not good to do.

"We find that Brazilian and Russian retailers are out of stock and want to buy from China; Chinese exporters also want to bypass traders and directly dock with foreign retailers, we combine orders from foreign retailers, dock them with Chinese suppliers, and make them general trade, which meets regulatory needs and leads to mutual win." "Wu Yu said.

Another network of Cross-border electric dealers, the Dunhuang Web site, focused on the European and American market for business-to-business. Dunhuang Network Global Network Goods Center General Manager Zhu Shaohua told our correspondent, the Dunhuang network of Cross-border Electric dealers to business-to-business mode, because the business model encountered many problems. One is that although the base of overseas users is large, but each user order less, repeat the purchase rate is low, in contrast, overseas retailers, wholesalers more loyal, and secondly, if the Cross-border electricity suppliers to overseas consumers, mailing goods will encounter customs resistance; third, after-sales service is also more difficult, with local retailers can properly solve after-sale problems.

"The first step is to have sales, and the second step is to encourage domestic suppliers to brand and increase product premiums." "Zhu Shaohua said, facing Ali, Jingdong, Haier and other cross-border electric platform competition," our competitors are not them, but traditional traders. ”

However, Li Yang believes that the Cross-border electricity dealers have just started, can solve the intellectual property problem at the same time, how to balance interest relations with overseas major agents, multinational electric business platform and the interests of overseas electric platform, how to coordinate, should further explore.