Shoe And Clothing Enterprises Enter The South American Market Through Cross-Border Electricity Providers

During the world cup, a world cup commemorative T-shirt bearing logo of local enterprises was snapped up by many South American consumers. Unlike in the past, this T-shirt is not through traditional channels of foreign trade to enter the Brazil market, but through e-commerce channels.

It is understood that this T-shirt It is the World Cup theme T-Shirt jointly launched by XTEP and Alibaba's global express platform, while XTEP also signed a memorandum of understanding with XTEP on the occasion of the world cup to commemorate the release of T-shirts.

Enterprises "test the water" cross-border electricity supplier

"With the opening of cross-border online shopping market, the improvement of online shopping environment and the gradual development of consumers' cross-border online shopping habits, cross border e-commerce market is showing explosive growth trend." Xiao Lihua, general manager of XTEP group e-commerce, told reporters that XTEP will test the water in emerging markets such as South America and Eastern Europe, and expand the influence of the brand in the overseas market through cross-border e-commerce business.

Aiming at the hot brands of cross-border electricity providers, it is not just XTEP. As early as 2012, cross-border electricity suppliers have become an important channel for the sale of seven wolves. At present, Seven wolves The overall overseas cross-border road is good and sales are rising month by month. Following the van guest, it has become the second China's eBay recognized e-commerce clothing brand.

"Three or four years ago, the company planned to do cross-border e-commerce." Xinya group responsible person also revealed that will build a wholesale and retail as the main cross-border business platform, quickly Jinjiang's advantage products sold to the world. The same thing, ZTE has been trying. Last year, the ZTE Hai silk road foreign trade business platform, which landed in Quanzhou last year, will make use of ZTE's 107 branches in the world and other global marketing channels, as well as the advantages of shoes and clothing industry in Quanzhou, and build a cross-border E-commerce project with a scale of 100 billion yuan.

It is understood that there are more than 3000 enterprises on Alibaba alone, and there are many such trading platforms, such as Amazon and eBay.

Brand lending to overseas

Cross border e-commerce is not only a marketing channel for brand enterprises, but also an important channel to realize brand internationalization. "At present, many brand enterprises in Quanzhou want to go out, and have opened stores abroad. There are many stores in Quanzhou, including the United States, Spain, Russia and Southeast Asia. However, through the offline way, the brand coverage and transmission power are limited and the cost is very high. Through cross-border E-commerce, it is a shortcut not only to spread faster, but also to lower the cost." Xiao Lihua told reporters.

Wu Qian, general manager of Alibaba international B2C business group, told reporters that carrying out cross-border online retail business is much less risky than establishing a physical store abroad, and can create conditions for training the market. "The brand of shoes and clothing in Quanzhou can go abroad with the help of cross-border e-commerce channels, and make breakthroughs in overseas markets, and quickly open the target market."

In this year's shoe and clothing business summit, PEAK CEO Xu Zhihua also said that the overseas price system is relatively more standardized, and traditional industries rely on e-commerce to expand the market and achieve better results. At present, PEAK's overseas business accounts for 20% of the total business, and overseas business continues to grow in the face of fierce competition and challenges. One of the main reasons is that PEAK has been promoting overseas electricity business, relying on local e-commerce platform to serve consumers.

　　 Local warehouses solve logistics problems

However, Cross-border electricity supplier Although many enterprises are optimistic about it, there are not many real attempts. Logistics is a big constraint. "Cross border logistics costs generally account for 20% to 30% of the cost. The average delivery cost of 1 kilograms of packages is about 100 yuan, plus the long logistics cycle, and customers' shopping experience is affected. If the profit margins are not big enough, they simply can't do it." Mr. Wu, who was engaged in the gift trade, tried to cross the border electricity supplier. But after a comprehensive measurement, he found that the profit margin of his product was not enough to cover the cost of the logistics, and finally ended.

Alibaba group responsible person said that cross border retail from manufacturers (agents) directly to consumers, equal to all the links in the middle to be eliminated, to complete such a "direct", we must have efficient logistics, foreign exchange and other fast services. "Logistics cost is the biggest cost of online foreign trade, and the high cost of online shopping is a deterrent to many Internet users and e-commerce companies."

However, in view of the high cost of logistics, some enterprises have begun to solve the problems of high cost consuming countries by assembling counters and landing warehouses. For example, some enterprises send goods to Russia's local warehouse ahead of time, and when local buyers order, they send goods directly from their country. In addition, some small quantities of goods will be sent to the relevant ports in advance, and then enter the logistics process with the fastest speed through the way of daily cabling.