What Are The Potential Crises Of The "100 Hundred War" In Cross-Border E-Commerce?

The development of cross-border electricity supplier blowout has led to the problem of this industry: the counterfeit manufacturers are following the trend of the sea, disguised as an overseas foundry factory to enter the sea scouring platform; serious homogenization; keen on killing and price scrimmage; complete and effective regulation has not been established; there are variables in the postal tax system. How will the small business providers who make profits on the basis of tax differences survive?

In the second half of 2015, the competition of Hai Tao's cross-border electricity providers is still warming up with acceleration.

This is a seemingly anxious industry: last year, the government's policy dividend was spawned. When consumers were not familiar with it, they entered the white hot qualifying and elimination tournament in only a year.

Tmall international, Jingdong global purchase, poly American fast duty free shops hatched by electric giant, NetEase koala sea purchase, Shun Feng Hai Tao backed old brand Internet Co and logistics company, honey bud baby, ocean pier, Xiaohong book and other start-ups have completed at least two rounds of financing.

In addition, according to the statistics of the Ministry of Commerce in 2014, there are more than 5000 enterprises engaged in cross-border e-commerce in China, and more than 20 foreign trade enterprises have carried out cross-border e-commerce business through various platforms.

Blowout development has led to the industry's problems.

1, fake manufacturers follow Hai Tao.

The OEM factory, disguised as an overseas commodity, entered the sea scouring platform.

At this time, consumers have not yet learned the ability to distinguish authenticity from foreign goods.

2, homogenization, serious homogenization: more than 90% of cross-border electricity suppliers over 60% of the commodities are diapers and milk powder, the brand is also the only few.

3, keen on killing and price mixing, instead of pforming individuals to buy and buy Seafood together.

4, a complete and effective regulation has not been established. There are variables in the postal tax system. How will the small business providers who make profits on the basis of tax differences survive?

1, what problems exist in the existing sea platform?

In August 17th, Tencent technology exposed a "representative factory" producing Korean brand 3CE cosmetics. The owner can produce all the relevant qualifications: brand authorization, trademark authorization, production license, etc.

The only difference is that the brand like Korean 3CE is not from Korea, but from a company in Wuhan.

In the introduction of the brand registration site, "Hubei Wuhan Huangpi Panlong City Economic Development Zone", it is clear that the products we produced are from the Korean genuine 3CE.

The flagship store page on the platform shows that you sell the best "3CONCEPT EYES star", "you thousand song lipstick lipstick lip gloss 2606 identical colors", the cumulative has sold more than 500 thousand.

It is only that the head of China's agency in 3CE, Korea, has not authorized any authorization.

Tencent technology pointed out that similar companies can make normal sales by taking advantage of domestic foreign brands and forging relevant names.

Similarly, mother and baby vertical cross-border electricity supplier honey bud baby is now facing a complaint from consumers.

The Japanese "Betta" bottle complained of has a similar industry chain to 3CE.

Honey buds initially responded that it had "Betta beta" authorization (not stamped), but Japanese Betta official reply showed that it did not authorize honeybud to sell its related products.

After that, it was authorized to come from Beijing's International Trade Co., Ltd. -- the source of the company's products is not Japan's Betta (ZOOM.T Co., Ltd.).

Yi Si Si investment company (legal person Wu Zhou) has registered many international famous brand trademarks, and "Beijing Yi Si Si international trade limited company" (legal person Wu Zhou) attacks Betta.

Paradoxically, honey buds "Li Gui Betta bottle" incident broke out, insisted that Japan's authentic Betta bottles and pacifiers Jingdong, Amazon, all show "sold out".

Careful Netizens found that Jingdong's Betta bottle manufacturer was "beta baby products (Beijing) Limited" (legal person is also Wu Zhou).

According to the industry insiders who I contacted, many of the so-called "authorization" obtained by many domestic cross-border electricity providers came from domestic manufacturers, or foreign trade companies like "Beijing Seth International Trade Co., Ltd.": an overseas brand headquarters does not necessarily know that there is authorization. Two, is there any relationship between these manufacturers, foreign trade companies and overseas headquarters?

It can be expected that with the intensification of cross-border electricity supplier competition, such "false authorization" incidents will continue to be exposed.

In addition to the emerging supply problems, more serious structural problems are still behind: homogenization.

More than 90% of Hai Tao electric business 60% of the goods are diapers and milk powder, other main commodities are not much different.

And the diaper brand is no more than the Japanese king of flowers, the king and the niunia. The main brands of milk powder are Germany's love for him, Holland's cattle pen and beauty.

The frenzied demand of China's electricity suppliers and consumers has surprised overseas brands, but the crisis is latent. What are the consequences of all the brands competing for several brands in a short time? Fake foreign goods, fake empowerment, and price increases are still the second. According to the information I understand, many of the vertical power suppliers' milk diapers are already in high inventory. How do they sell their products when everyone is crying out for milk powder diapers?

At the same time, high inventory will also bring serious cash flow problems and higher storage costs to some start-up companies.

Under the pressure of giant price war, profits will be affected no matter whether prices are cut or not.

2, cross-border electricity supplier has not yet formed a brand, is still "hundred Tao war".

Unlike when Taobao was born, the domestic electricity supplier was deserted. Now the sea can cross the electricity supplier.

Cross border electricity providers are more like premature babies born out of government policies.

Since the end of 2013, 7 pilot cities in Ningbo, Shanghai, Chongqing, Hangzhou, Zhengzhou, Guangzhou and Shenzhen have been open to cross border e-commerce trade, giving preferential treatment to cross-border electricity suppliers, that is, overseas goods purchased through cross-border e-commerce channels only need to pay "postal tax" which is equivalent to personal belongings, eliminating the "Customs + value-added tax + consumption tax" of general import trade.

In July 2014, the General Administration of Customs issued the "notice on the supervision of import and export goods and articles in cross-border trade" and the "notice on adding the code of customs supervision", known as "No. 56" and "No. 57", which recognized the cross-border e-commerce from the policy level, and recognized the prevailing mode of bonded imports in the industry.

Under the draught of policy, the capital came from the wind, and in every pilot city of cross-border electricity supplier, several cross-border electricity suppliers backed by the bonded area appeared in 2014.

The first Tmall international was established in February 2014, and the No. 1 store's "Hai Hao Tao" entered the Shanghai free trade area in September 2014. Vip.com's global sale, Amazon direct mail and poly American sea purchase were almost the same time.

By the beginning of this year, NetEase had gone through 4 months' urgent preparations to launch the "koala sea purchase", along with the Shun Feng Hai Tao.

Jingdong, which is busy listing, did not launch "Jingdong global purchase" until April of this year.

Since then, the electricity giant, big card

Companies and logistics companies are all involved in the "new war".

For new entrants, a good policy constraint is that there are only 7 cross border electricity supplier pilot cities in the country, and the warehousing area in the bonded area is still scarce.

To a certain extent, this restricts the business giant's role and gives the new players the opportunity to "encirclement".

At present, Tmall international relies on the rookie network of Alibaba, which has the largest and largest area of resources in the entire cross-border warehouse. The new entrants, NetEase koala sea, bought the most bonded storage area (60 thousand square meters) in Hangzhou by borrowing the momentum of "rush to attack". At the same time, the Ningbo municipal government also pulled Ding Lei back home, giving 245 acres of land to build its own warehouse. In general, the NetEase koala, which has developed for only half a year, is also located in the forefront of the country.

In a short period of time, "giant" is difficult to monopolize the market, coupled with the specific logistics in the bonded area (for example, the logistics of the Hangzhou park is EMS and China Unicom), and the logistics advantages including Jingdong are also lost.

Now every family wants to occupy the market, basically relying on marketing and price war, just around the diapers, poly America, NetEase koala, ocean terminal, honey bud and so on have set off several rounds of price war.

Just for consumers, the recognition degree of many cross-border electricity providers is still very low at present. No one has a persistent perseverance in the 100 wars, which can squeeze out competitors through long time burning. This will cost a lot of money, but the result is very small. Once the price rises, the consumers of "unfaithful" will lose immediately.

In addition, the idea of cross-border electricity providers concentrated on "beating the other side" instead of thinking about pforming the traditional sea to buy and cultivate the huge market. At present, no cross-border electricity supplier has formed a brand effect, which is well known to most of the consumers.

3, Hai Tao's future policy is not clear, and we need to identify the core strengths.

Cross border brands have not been formed. Vicious price competition not only brings risks to counterfeit goods, but even irritates some special brands.

For example, the Japanese flower king has warned an electronic business platform to destroy its high-end brand image and reputation in the past ten years.

Because of hot robbery, Japanese merchants will also make phased purchase and price increase for Kwang diapers.

More overseas food and luxury brands are not willing to authorize the domestic electricity supplier channel, that is, they are afraid of destroying the quality, safety and price system.

Slightly different from the traditional domestic electricity providers, cross-border electricity providers because of the specific cities in the bonded area, goods under the supervision of customs, and the national inspection regularly sampling mechanism, to a certain extent, reduced the survival space of counterfeit goods.

In the current several domestic cross-border electricity supplier models, Tmall international and Jingdong continue to purchase their familiar M2C third party platform mode through the global purchase. Through the "investment", a large number of overseas businesses have been gathered in a short time, far exceeding other electricity providers in terms of commodity richness.

But the defect is also very obvious. The third party mode has been repeatedly sampled by the SAIC to prove that the counterfeit rate is the highest. Is there any exception for overseas goods? Besides, there have been many media exposures that many domestic suppliers are opening up on third party cross border platforms, posing as overseas businesses.

Jingdong has also appeared before the "Li Gui Costco flagship store" incident, was officially issued by the Costco official indicates that it has no authorization.

Therefore, the United States is determined to cut off the luxury business on its third party platform, and turn the third party platform beauty makeup business into warehousing itself.

Chen Ou believes that although the sacrifice at the expense of short-term performance, but it can effectively strengthen the supply chain quality control, focusing on the healthy development of the future.

And some emerging cross-border electricity providers, such as NetEase koala purchase, adhere to the pure self run mode from the beginning, trying to replicate the legend of Jingdong B2C self running in cross-border areas.

Ding Lei once claimed that in three to four years, koala bought the ability to make the top three of the domestic self operated electricity supplier.

According to Ding Lei, he is very clear about what Chinese consumers need, and does not think that there are several big business providers in China have cross-border advantages: "the core of the electricity supplier is" business "rather than" electricity ".

They (ALI, Jingdong) have the gene of "electricity", and there is not necessarily a "commercial" gene.

Ding Lei stressed the cost effectiveness of NetEase koala and the maintenance of genuine products, the so-called overseas origin.

But in essence, the acquisition of NetEase koala sea is not very unique, and because of the self financing mode of heavy assets, the quantity of commodities has been updated slowly.

Like most cross-border electricity providers, there is no core advantage that shows enough differentiation.

Worse still, policy dividends will not wait for everyone.

Its possible change factors include: 1. The cross-border electricity supplier pilot area is expanding or even completely liberalized; 2, the general trade tariff continues to decrease, and the postal tax system of cross-border electric power companies will be abolished, and the two will be unified.

For small and medium-sized players who rush in and want to get a share of the tax difference bonus, both are bad news.

In the case of policy liberalization, the advantages of Tmall, Jingdong and other giants in warehousing, investment, logistics, scale and other aspects will be highlighted.

Just imagine, with the advent of the era of global shopping, once Tmall international is independent of Tmall platform, it will speed up with Taobao and Tmall. How will other platforms still be financing?

The shadow that has been bought or gone has been hovering on the head of entrepreneurs.

For cross-border electricity providers, Ding Lei has his own view, "if the 1 version of the domestic electricity supplier, consumer demand is" buy cheap "; then, with the growth of China's middle class, income increase, the 2 version of the global electricity supplier, everyone's rigid demand is" buy quality ".

Ding Lei has grasped the essential reason for the rise of cross-border electricity providers, which should be the direction of cross-border electricity providers' efforts, and in fact is the real core competitiveness.

At present, there is no future.

After the noise of 2015, let's see who is laughing forward.