How Does Cross-Border Electricity Supplier Subvert Traditional International Rules?

From a retailer's point of view, cross-border electricity providers not only have a disruptive impact on the traditional international strategy of international retailers and brands, but also make the Chinese market a US market.

But not only did they not shake the retailers, but they could be a strategic partner for retailers to expand overseas.

Of course, the mode of operation of retailers has begun to change, especially the tactics to enter the Chinese market have to change.

At the same time, the fact that a lot of seafood is exported to domestic market has once again highlighted the embarrassment made in China.

The "double 11" shopping Carnival entered its sixth year. Alipay's online retail sales exceeded 14 billion 300 million US dollars (about 912.17 billion yuan), creating a world record.

In the previous 2015 Tmall "double 11" global Carnival launch ceremony, Ma Yun said: "later, Tmall's" double 11 "global Carnival will also do Chile, Paris, New York, Belgium, anywhere in the world is possible.

A local festival with a bit of self enjoyment is moving towards the world step by step.

The cross-border electric business is not only a disruptive impact on the traditional international strategy of international retailers and brands, but also makes the Chinese market become the US market.

I had an interesting conversation with a young mother during a tea break in September 2015, which is a strong proof of this view.

"Mr. Zhu, I am a loyal fan of your brand.

My children bought gold baby's clothes from birth, and the gifts I sent to my children were also your children's clothes! "She said excitedly.

As the chief supply officer of golden baby and the chairman of the China region, you can imagine my feeling and satisfaction that I used to be very pleased with.

But the mother's next words gave me a head start.

"I never buy it in Tmall's flagship store or in a physical store," she saw my surprise. "100% of the clothes I bought for my children were from the sea.

The price of clothes on the official website is much cheaper, so it would be more cost-effective to do activities.

With this opportunity, I will buy a lot of hoarding. My child is 3 years old, and I even store her 5 year old clothes.

My American counterparts almost fainted when they heard the passage.

What? The child is only 3 years old, and even 5 years old clothing is hoarding. This is really fantastic in the United States, and the fashion is not fashionable. What do you do if the color is not popular? However, it seems that this is not the worry of the mother of China's Hai Tao.

Brand, style and price are all up to expectations.

Although the world has leveled off, the habits of consumers are still ice and fire.

The young mother continued to tell me about the procedures of Hai Tao: Group owners, concerns, Fu Dingjin, customs clearance, payment...

My brain has gone elsewhere: no wonder our shop in China is so small that no wonder this young mother has never gone to Tmall flagship store. The national boundary has disappeared. Hai Tao and cross-border electricity suppliers have knocked the traditional international business models of retailers and brands to pieces.

Distance is not a problem. Time is not a problem. The same thing has only one difference: price.

Intuition told me, from this young mother.

Feedback is a lesson that the US retail giants and brands have to make up.

Strictly speaking, Hai Tao is nothing new. A Japanese friend told me that Hai Tao had already appeared in Japan before the birth of online shopping.

However, the development of science and technology, the popularity of mobile phones, the power of the Internet, the continuous introduction of government incentives, coupled with the efforts of the Alibaba, have indeed formed a Chinese characteristic.

Wonders - Hai Tao and a more large-scale and more standardized cross-border electricity supplier.

From the point of view of retailers and branding, the two is even more wonderful. The traditional so-called international market business has suddenly become an American business. It is no wonder that American counterparts who have always been indifferent to China, especially those responsible for sales and advertising, are all brightened up.

International brands and chain stores for Taobao and

The attitude is slowly changing: first, disdain and reject, then slander and stifle, and then wait and see, and then step on the boat in a nunshal manner. In the end, it will be scrambling to get on the bus, because they are afraid that there will be no shops in the village, and the beginning of wait-and-see and exclusion is precisely because of fear of competition! The essence of the retailer is to send products from the manufacturer to the consumers. In this sense, Ali and all B2C electric providers are genuine retailers.

Hai Tao's mothers have made cross-border electricity providers, and cross-border electricity providers have overturned the internationalization strategy of the world's chain giants and brands.

What is international? English word "International" is most vivid, that is, between countries.

However, Hai Tao's mothers have turned the Chinese market into an American market, and the competition between retailers and brands has become a real competition without borders.

Conventional

When retailers and brands enter the international market, they usually set up an international business department before they can be divided into regions or countries.

Next, follow the American way and go to the international market to recruit soldiers, to run horses, to open shops.

This method has been used for hundreds of years, especially in recent decades, and is regarded as the way to success of international retailers and brands.

However, this method failed in the revolution launched by the mother of Hai Tao, and the cross-border electricity supplier subverted the traditional "internationalization and globalization" classic tricks, at least in China.

Home Depot, Best Buy, and MATTEL (Mattel), the Big Mac giants in Waterloo, are more or less tied up in China.