Cross Border E-Commerce And Traditional Trade Are Facing Interests

Every change in circulation will inevitably result in a confrontation of interests. "For example, a COACH package, which sells for 3000 yuan at Tmall's domestic station and sells for 1000 yuan after entering Tmall international, is totally against its commercial logic, so COACH will resist it voluntarily, or even demand that the US electricity supplier will no longer participate in China's purchasing cooperation, nor will it provide China with direct mail purchase platform supply." An insider told reporters. This also explains why cross-border import electricity providers can not achieve the same speed as domestic electricity providers in the short term.

At present, cross-border import electricity suppliers are still being purchased by individual or professional teams to overseas retailers, and then sold to domestic consumers, and they have not yet opened up the supply chain to get the real source of supply. The industry has not yet heard that a company can achieve docking with overseas famous brands, and it is difficult to form a stable business model.

"The traditional traders who have already touched the pain will be disruptive changes to China's import trade structure once the volume is released. The state is also observing this point, so now it can only be experimenting in several cities." An industry observer told reporters.

　　 Hai Tao Not a new model.

At the beginning of the year, Chongqing girl and her friends started buying and selling cosmetics in WeChat's friends circle. Their way of operation is extremely simple. One person has the opportunity to go to Hongkong and Korea regularly to sweep goods, and one person is responsible for marketing in the circle of friends. In addition to WeChat's circle of friends, Taobao is also such a small seller, these "sea taoi" is also the earliest cross-border import business operators. On this basis, a professional purchasing platform for overseas buyers or purchasing process services has been formed. These platforms or self operated, or integrated into Tmall international, suning.com and other integrated platforms, become shop stores.

But whether it is personal or professional purchasing, the common mode is to buy products for mainland consumers in overseas e-commerce platforms or stores. "So the industry generally agrees with a view that Hai Tao is not a new retail mode," an industry watchdog told reporters. "In fact, all kinds of platforms such as Tmall international, suning.com, Jingdong have been established, but the core is that there is no change in the supply of goods on the platform."

Many commodities existed in the mainland before, and because of price differences and psychological factors of consumers, there was a demand for direct purchase of foreign goods. "Buyers can get goods from retail prices of overseas retailers and use them as sources of supply, and then sell to the mainland, and in any case, prices will not be reduced too much." Wu Zhibin pointed out that "a reasonable and stable business model is difficult to exist."

"I haven't heard of any cross border importing electricity supplier making profits." Liu Zhiyong, chairman of the sea trade association, truthfully told each other. Like many industries that are closely related to the Internet, cross-border import electricity providers are still in the "burning money stage". The forerunners have some groping, and summarize the two business models that may be formed in the future: the first is that the retailers in the mainland should take the channel to take delivery of goods from the Amazon to buy the goods from the source of the original supply chain, and then sell them to the local consumers. Only in this way can there be a price difference in the middle.

The second is that the overseas retail business pushes the retail end to the mainland. As WAL-MART and Carrefour enter the mainland, the difference is that when they sell single products to mainland consumers, they no longer come in through the general trade mode. Instead, they try to become all personal items and avoid VAT.

In fact, the Amazon mainland did not perform well after its acquisition of excellent network, which is far from Amazon's sales in the US. "Therefore, Amazon is also paying close attention to the" double eleven "announcing the purchase of the Amazon sea, and whether it can provide the commodity price synchronized with the United States. Lin Wenbin, senior analyst at Analysys International, told reporters.

If Amazon The mainland's commodities are the same price as those sold by Amazon in the US, and the prospects are expected. "If there is such a change, it will become a real cross-border import electricity supplier. What we are doing now is just purchasing." Wu Zhibin told reporters.

　　 Whose cheese has moved?

It is worth noting that there are already some strong cross-border import e-commerce platforms, trying to discuss direct cooperation with overseas retailers. But at present, the industry has not heard of any electricity supplier has been talking with overseas brands to supply directly. Because there is a very big obstacle, the power of cross-border import of electricity providers is insurmountable.

"A lot of overseas goods are used to making profits in the mainland, or in the past, in order to enter the mainland market, they invest a lot in manpower, material resources, financial resources and energy, and have a mature partnership channel. There is a mature agent system to help the mainland market." Wu Zhibin explained to the daily economic news reporter, "this will lead to a huge conflict between the previous pricing strategy and the existing direct purchase abroad. This is especially true in luxury goods and clothing, and the price difference will be very huge. "

"We compare the chain cost of Chinese traditional B2B import trade and the chain cost of direct mail purchase today," Ceng Bibo, founder of the ocean terminal, told reporters. "The cost of the former includes agents, distributors, distributors, and various taxes and fees generated by circulation. The final price is more than two times; if the direct supply chain direct mail is added, the tariff and logistics costs of entry will increase by 30% to 40%." In other words, if we can get through the supply chain, the retail price of cross border direct purchase will be half cheaper.

Another industry figure told reporters that the total cost of the package was 106 yuan, and the selling price of the supermarket in the mainland was 189 yuan, while the cross-border import electricity supplier could be sold at a very low gross profit margin. "Cross border shopping can earn 3 yuan per bag of diapers. According to the tariff of 15%, the comprehensive cost is about 125 yuan, plus 3 yuan profit, consumers can buy 128 yuan online."

Obviously, after the intermediate links are opened, the consumers are naturally benefited. But this touches on the members' interests of the original mature sales system, whether it is the most upstream source or the middle level channel.

Therefore, the front-end of cross-border import business seems to be very busy. If we can not solve the problem of the above supply sources and open up the supply chain, it will be difficult for the whole industry to take off. "In the past few years, the mainland electricity supplier has achieved dozens of single to tens of thousands of single crossing. But cross border importing electricity providers should achieve a daily average of 10000 single level, there are still many ways to go. Wu Zhibin bluntly said.

This is also the view of many people in the industry. Cross-border import electricity providers do not yet have a clear profit model. Only by doing a certain scale can they turn the single source of goods into their own hands to make real profits. "Before that, we can only burn money, hoping to burn a profitable business." Wu Zhibin said. According to industry estimates, the larger platform vendors are selling at about one thousand or two thousand per day, and the largest platform, Tmall international, is also unable to reach twenty thousand orders per day.

　　 change It takes a long time.

Despite the heavy resistance, but in the eyes of these cross-border importing business seekers, the meaning of the existence of the electricity supplier is to destroy the intermediate links.

"Every upgrading and transformation in the circulation field will certainly touch some vested interests." Zeng Bi Bo told the daily economic news reporter, "this is inevitable. Whether the traditional retailers in the mainland, overseas domestic brands, or the agents of big brands in the mainland will surely conflict with the cross-border import of electricity providers."

In his view, the field of circulation can only move forward, not backward. "When the Internet is popularized, the barriers to information and logistics are gradually broken down. Consumers already know that products can be purchased directly from abroad and can be half cheaper than the mainland."

Ceng Bibo took COACH for example, "price protection can be implemented, but in the United States, COACH still has a large number of competitors. The retail industry in the United States is very developed. The reason for its high efficiency is fierce competition. COACH will not do other businesses. China is a big market. This is an inevitable trend.

A group of forerunners represented by Wu Zhibin and Ceng Bibo believed that it was like the traditional Chinese retail industry boycotted the electricity supplier, and finally was "killed". A few years ago, the appliance market was still a chain store. Different brands had different pricing in different regions and even different stores. Later came the Jingdong with a unified price. "But at the very beginning, home appliance brand dealers must be boycotted. No one will give Jingdong goods, but with the increase of Jingdong sales, the merchants who do not give the goods may not finish the task." To illustrate this example, Wu Zhibin is trying to explain that this is a slow process.

In addition, the reason why cross-border importing electricity providers can hardly shake those "vested interests" is because the volume of cross-border import electricity providers is too small compared with the scale of traditional trade that is at a trillion level. "Any supply chain is not made out, but made by buying and selling." Wu Zhibin said frankly, if we want to break the situation and change the status quo, let the other side optimize the supply chain channel, we must have enough scale, "can affect others, so that upstream manufacturers are willing to cooperate with you, but it will take a long time."

As a result, Tmall international, as the largest cross-border import e-commerce platform, has high hopes. In fact, some overseas retailers have chosen to adapt themselves, hoping to use this new form of trade to sell goods directly to the mainland from overseas through e-commerce. Zeng Bi Bo has made some suggestions to Mead Johnson not long ago. "If you want to occupy the market share of the mainland, you should adapt to the market more quickly, including getting the product to the mainland market as soon as possible, instead of distributing it in the mainland through a very high threshold." The transformation and transformation of commercial circulation will eliminate many links, such as traditional distributors.