Hot Spot: Honey Tao Is Becoming The First Dead Cross Border Electricity Supplier Is By No Means The Last One.

"Who let you sell these things?"

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In the office, a supplier of Amoy company is lecturing employees.

The scene took place earlier this year, according to people familiar with the matter. Before and after February this year, Amy employees began to sell their office supplies to the next company: "brand new".

It only sells for 3000 yuan, and some small office supplies with a price of more than 100 yuan are sold at a price of less than ten yuan.

The person further said that honey Tao CEO Xie Wenbin did not show up in the office after this year. All the related matters were handled by the Amoy administrative department, and the reason for selling office supplies was "to pay wages for employees".

Such a tragedy was unthinkable a year and a half ago. At that time, honey was the leader of cross-border electric business, and was successfully pformed from the grey sea to the stocking mode of the bonded area, and was regarded as the object of learning in the industry.

But now that cross-border electricity providers are in full swing, honey has quietly left.

What is even more frightening is that, in the cross-border electricity business, facing the increasingly tight tax policy and the influx of giants, the entrepreneurial window of the industry is closing down, and honey is becoming the first cross border electricity supplier to die, but it is definitely not the last one.

From C2C to B2C

2014 is the most beautiful year of honey.

Within one year, the company experienced many major events such as renaming, angel wheel, A round, B wheel, and even the policy stood by them.

In July 2014, the General Administration of Customs issued successive announcements on regulatory matters relating to the entry and exit of goods and articles in cross-border e-commerce, and the announcement on adding codes of customs supervision mode, known as "56 and 57" in the industry, recognizing cross-border e-commerce from the policy level, and also endorsing the prevailing bonded mode in the industry. The move was seen as a clear regulatory framework for cross-border electricity providers.

Before the promulgation of the two documents, the opening of the "6+1" cross border electricity supplier pilot city gave preferential policies for cross-border electricity supplier taxation, that is, overseas products purchased through cross-border e-commerce channels only need to pay the postal tax, eliminating the "Customs + value-added tax + consumption tax" of general import trade.

The sensitive honey Tao seized the gale and quickly pformed B2C from Hai Tao purchasing mode, and obtained capital recognition.

It is understood that the predecessor of the honey Tao CN Hai Tao was founded in early 2014, initially targeting the sea Tao shopping guide or purchasing, the core logic is based on the business model, similar to Taobao.

But soon, this mode is challenged. The purchasing mode is more pparent than the stock mode, the platform profit is low, and the buyer is not easy to control, so it is easy to buy fake goods; the last problem is the long logistics cycle.

On the eve of the "56" and "57" issue, in June 2014, the CN Hai Tao pformation B2C self operated Hai Tao electricity supplier, through the way of sale, the daily online explosive products, actually entered the stocking mode.

A month later, CN Hai Tao officially changed its name to Amoy.

Promotion paradox of cross-border electricity providers

In November 2014, MI Tao won the $30 million investment in Xiang Feng investment and Jingwei venture capital, which is the last investment Xie Wenbin got.

Subsequently, honey began to launch price wars in various fields and built its own festivals in imitation of the domestic e-commerce platform's action.

This achieved certain results, but when stronger opponents entered the field, honey began to lack strength.

At the beginning of 2015, cross-border electricity suppliers such as honey bud and Ocean Terminal launched a price war, aiming to expand the scale rapidly and occupy the market.

At this time, honey Tao is limited by the C round of financing which has not yet arrived.

A cross-border electricity supplier executives said: "in 2015 with everyone's familiarity with the policy, every cross-border e-commerce platform basically did its best in terms of stocking. It is said that several large cross-border e-commerce platforms such as jumei.com and NetEase koala purchase have been stocked by more than one billion."

But the executive also said: "in cross-border e-commerce, sales promotion is a paradox, because domestic electric business is relatively less brand, promotion can effectively help domestic enterprises to clean up inventory.

But in the field of cross-border e-commerce, the first is too many brands, there are too many options to choose from, and the platform can not snipe at other brands on one brand. Second, relatively speaking, foreign companies have lower demand for inventory and more productive planning.

In the August 2015, Amy abandoned the strategy of the whole category, but focused on the Korean market.

But on the choice of office space, the smaller company chose a bigger venue, moved from Wangjing SOHOT2 to Wangjing SOHOT3 and rented a whole office area.

But then miss Amoy lost his voice in the industry. What was even more frightening was that no one noticed that honey Tao had disappeared.

Opponents are too strong? In fact, they are descendants.

So, a simple question is, is Amoy meeting a strong enough opponent?

According to the data collected, apart from foreign terminals, the vast majority of the well-known cross-border electricity providers in China are involved in cross-border business after the honeymoon.

Cross border electricity business sprang up in the second half of 2014. In June of this year, jumei.com's cosmetics website was purchased from the United States and purchased online. 2 months later, honey bud baby set up Ningbo honey bud International Trade Co., Ltd., and joined the Ningbo free trade zone's cross border e-commerce pilot enterprise. In September of the same year, vip.com launched its global sale.

In these focused cross-border e-commerce platform (jumei.com has mainly focused on cross-border electricity providers), the Internet giants' cross-border business has become another force that can not be underestimated. Jingdong, Amazon China, Suning, NetEase, and Shun Feng cross border e-commerce business have been launched online.

At present, the most "friendly" rumors about honey Tao also come from these "friends". It is reported that Jingdong has acquired the honey Amoy, and some Amy employees have gone to Jingdong to work.

However, Jingdong officials said that the rumors about the acquisition of honey and Amoy employees moved to the Jingdong were all "no matter". The source further said that some employees of honeycomb were recruited by Jingdong after leaving the office, which may have caused misunderstanding.

Another cross-border electricity supplier executive said that during the period of the end of last year, there were intensive employees to find jobs, and almost all the enterprises in the cross-border e-commerce circle had received them.

According to the rumor of Jingdong acquisition, the cross-border electricity supplier executives directly said: "honey is not worth it, there will be no interest in this company."

Explosion and long tail, cross-border electricity providers will face the choice.

A few days ago, the three ministries and commissions issued a new tax system for retail sales of cross-border electricity suppliers. The new regulation stipulates that the single paction limit of cross border e-commerce retail imports is RMB 2000 yuan, and the personal annual paction limit is RMB 20000 yuan.

The import tariff rate of cross-border e-commerce retail imports imported within the limit is temporarily set to 0%. The value-added tax and consumption tax in the import link are abolished and the tax exemption is temporarily levied at 70% of the statutory tax payable.

Although the specific policies have not yet been finalized, most of the cross border e-commerce operators have indicated that after the introduction of the new tax system, the price of cross-border goods will rise to a certain extent.

This means that there will be second "third Amoy" appear, the answer is probably yes.

Before the rumor of the tax reform, a cross - border executive once said that there were many cross-border businesses in the market just to cross the border.

"Some commodities were originally priced at a low price and the tax threshold was relatively low.

What's more, the general trade is taxed according to the wholesale price, and the cross border electricity supplier should have been taxed according to the retail price. There is no price advantage at all. "

In his view, some of the cross-border electricity providers are not working hard on the industrial chain, and they are making profits through the use of policy dividends. These cross-border electricity providers are also the easiest to die in the future.

According to the insiders, the cross-border electricity supplier still accounts for a large proportion of cross-border goods. However, the supply channel of overseas explosive brands is unstable, and the possibility of direct signing cooperation with domestic platforms is small. The platform ensures that the supply of explosive products usually adopts composite channels, and the price is difficult to control. Mao Liqu is close to 0.

But even so, part of the electronic business platform is still out of stock.

In the view of jumei.com senior vice president Liu Huipu, under the new policy system, if cross border electricity providers insist on making explosive products, it is very difficult to survive: "domestic brands often use electronic business to create explosive products to solve the inventory problem, but if cross-border electricity providers only make explosive products, they will be trapped in price wars rather than doing some special and long tail products, so it will be very difficult to survive."

A cross border electricity supplier senior practitioner said: "once, honey Tao in the cross-border electricity supplier industry is the object of learning for all enterprises, but now the rivers and lakes have changed."