Can Overseas Buyers Buy New Cross-Border Products?

Import

There is a global good shop in the west of the platform.

Chain business intime business, although its App only appeared in February this year, but in fact it is the "behind the scenes operator" who has been in operation for many years.

Today, its sales channels include West good store App, Tmall intime overseas flagship store, Tmall intime boutique flagship store, Yintai network name channel, and more than ten outlets under the Yintai system.

That is to say, as an independent subsidiary of Yintai business, West has global good shop App and Yintai network name channel, Tmall Yintai store and offline store (formerly known as "IM shop", which will be renamed as "West have") in the future, which is equivalent to the West's entry into Yintai network and Tmall's supply chain.

It is reported that the biggest feature of the west is the introduction of the "buyer shop mode" on the basis of the "buyer mode". It has both self marketing and self financing businesses, and links to overseas stock buyers' stores, so as to realize direct postal service abroad, taking into account general trade and cross-border trade.

Up to now, Western buyers in Europe, America and Asia have achieved an annual sales of 300 million yuan.

It is understood that the West has the main imports of non-standard goods, including bags, shoes, women's wear, men's wear, accessories, these five categories, the total SKU reached 100 thousand levels, covering more than 1000 brands, including Burberry, Gucci, BottegaVeneta, Dolce&Gabbana and other well-known luxury brands, ChiaraFerragni, McQ, MSGM and other tide cards, designer brands, and local characteristics from the minority products.

West has App brand display.

"Our average customer price is around 2000 yuan, the target group is the high-end consumer class, belonging to the middle class of love beauty."

West CEO Tang Nan pointed out that although "light luxury" cut in, but our positioning is not luxury electric business, but a fashion life platform.

We want to move the model of the buyer's shop which has been very mature abroad, and the product line of these overseas buyer shops is very wide. Besides the luxury brand, there are many many small brands and tide cards, but not necessarily the high price.

In fact, although the luxury electric business has not found the ideal target in China, with the growth of per capita income and the gradual maturity of consumption habits, the Internet consumer market is no longer a "grass root", and the potential of high-end consumer market is undeniable.

The market that has not yet been fully opened has become the direction of Western fist.

Tang Nan told reporters that from the domestic department store industry, we can see that clothing products with a unit price of more than 1000 yuan, few domestic brands, almost all rely on foreign brands, but the process of foreign brands entering China is very long and very complex. Only those large enough enterprises have the ability to distribute or come to China to build their own companies.

And West can quickly introduce these foreign high-end products through their platform to fill the market gap.

According to its introduction, at present, some Western offline stores have gradually entered Yintai department store in Beijing, Shanghai, Hangzhou, Yiwu and other places, selling self-employed part of general trade goods, and also displaying western APP overseas buyer shop products.

Take Yiwu store as an example, less than 90 square meters of shops, annual sales of more than 10 million yuan, even if the whole shop full of goods, turnover has been done well, still can not fully meet the needs of users.

"Therefore, we will use western App to satisfy him, shop can buy, online can also buy, replenish the richness of goods."

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Western offline stores

Since there is not much promotion, the App users in the West are not very large at present, but the retention rate and activity level of users are ideal.

"Although the APP is newly launched this year, the whole project is not new. The Yintai network name channel and Tmall Yintai overseas flagship store have been relatively stable. Our entire back-end system has been opened up, and many users are attracted to App to attach importance to Yintai brand, so the retention rate is good.

Of course, on the other hand, it shows that market demand is real.

Can overseas buyers buy new cross-border products?

"Our buyer's mode is divided into two parts: first, App directly links up the stock of overseas buyer's shop (foreign buyer's multi brand collection store); two, it has its own buyer, it starts from Yintai net name, which is equivalent to the original business of Yintai network, and the mode of self operation needs to be stocked.

In the first mode, after the order is produced, the overseas buyer shop will pack and send the goods to the Chinese consumers directly, so as to achieve the same price and same price.

Tang Nan explained to the billion power network.

It is reported that West has already established cooperative relations with dozens of overseas buyer shops in Europe and America, such as Italy department store LaRinascente, fashionable couple buyer shop Bernardelli, boutique store Antonioli, trend shoe shop Tassinari, French CentreCommercial and so on. At the same time, it has opened Japan, Korea and other Asian countries, and plans to increase the number of buyers to more than 100 worldwide.

West has overseas buyers shop displayed on App.

Tang Nan pointed out that in the past, foreign brands were new, and entered the country through a variety of agency channels, the longest may be delayed for more than six months. West has worked with these overseas buyer shops to do data docking with them, and can directly access their inventory.

In this way, a lot of show money and big brand new products will be able to synchronize with the new products as long as they are new overseas.

Cooperation with overseas buyers can also solve the problem of the long tail and the richness of commodities.

According to Tang Nan, these stores basically have SKU of tens of thousands of stores, most of which are already very capable of selling overseas, and they are data oriented locally, and have adapted to the pnational business mode.

For them, as long as there is a strong local partner, it will be easier to enter China.

According to the billion power network, West has branches in all major overseas countries, specializing in butt shops.

This part of the business takes the "three single docking" sunshine direct mail mode, some partial standard products, after consumers order, overseas buyers shop directly packaged to the domestic, some products are overseas buyers shop sent to the West with overseas warehouses, after processing and then sent to the domestic.

Relying on Yintai's own Hongkong warehouse, Hangzhou bonded warehouse and mature service system, and mainly with DHL, Fedex international express delivery cooperation, timeliness can achieve 5-7 days arrival.

In addition, the cross-border business of non-standard products has been a major problem in the industry.

And West has a team in the country to deal with the issue of goods returned by direct mail, and the return of customers can be absorbed by various channels under Yintai system.

Relying on Yintai, this big tree can withstand the "heavy" mode.

Behind the non-standard commodities involves SKU management, supply chain integration, credit guarantee system and other complex problems.

And Yintai's overseas experience and resource accumulation for many years has provided endorsements for the west, and many of them are readily available, and are conducive to negotiations with overseas buyers.

Tang Nan told the billion state power network, at present, from the sales point of view, the western part of the self operated part accounts for the overwhelming majority, the overseas buyer shop's business volume is not big.

This is because overseas buyer shop business is just beginning. It is mainly done through cross border mode (direct mail), including sales channels of App and Tmall International's flagship store of Yintai department store.

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"Self run", which is from the Yintai famous brand business, has been doing this for four or five years, so the indicators have a very stable interval and more sales channels.

But in the future, some Western increments must be in overseas buyer shops.

She said.

In addition, in the aspect of stimulating users' pformation, West has done a lot of "content". For example, the buyer's shop products displayed on App are mostly using cultural background, fashion wear suggestions, fashion trend discussions and other graphic contents to attract users.

"Combining content with purchase is now a good opportunity. There are many fashion businesses and media are going downhill, because the content is not creative. What we are doing is very good at present. First, it is more fresh in shopping App, and the two reason is that there is also commodity information in the content, which can be purchased."

West App incorporates elements of content.

Compared with those in China, which are similar to non-standard products, such as Hai Tao's website (docking overseas electronic business platform or shopping guide), some of the West's "self operated + cooperative overseas buyer shop" mode seems to be "heavier", especially the self operated part.

But Tang Nan believes that Haitao is a model of no profit space. "The foreign share is about ten percent, and it is possible that the domestic cost is higher than this."

She said that based on Yintai's brand endorsement, West can get more advantageous purchase price with overseas suppliers.

In this way, even after the "4 / 8 New Deal", cross-border direct mail taxes and fees rise, and every year there are shopping quotas, exceeding the quota part according to general trade processing, western can also fully control the price and profit space.

"Even in general trade, we can do the same price with overseas, which is based on our ability to negotiate with overseas suppliers.

Of course, for cross-border non standard products with high price per unit price, at this stage, for the west, it is a difficult point to win customers.

Although domestic electricity providers have already done very well in the introduction of traffic, how to keep users is an urgent problem.

Tang Nan pointed out to the billion state power network that the West does not want to do a lot of useless promotion, but to target the precise crowd.

"Because we are not worried about the expansion of customer scale, we still want to go steady."