Kangnai: Cross Border Retail Business Difficulties

It is understood that cross border retail business has two difficulties: first, the electronic commerce platform has a great influence in the foreign market; the two is logistics, including delivery, replacement and return, so as to be smooth, convenient and cost controllable.

At present, the cross-border retail business of Kangnai is sent to overseas customers through the form of postal delivery. The cost of delivery is RMB 100 yuan per unit. If the goods are returned to the country, the brand operators have to pay the pportation cost and the logistics cost is relatively high.

At the end of last year, Kangnai entered the Amazon business platform of the United States to open cross-border retail business, popularly speaking, through the platform of e-commerce, Kangnai brand shoes will be directly butted to consumers in the US retail market.

After that, Kangnai launched the online store in Japan's Amazon business platform and the global express platform under its Alibaba, and served more overseas consumers.

"In February this year, the Amazon platform ushered in the order of customers, and orders have been increasing gradually.

Of course, in general, the business is still in the exploratory stage, and sales volume is not up to scale, but the momentum is good.

Kangnai cross border business manager Chen told reporters.

Reporters learned that the purchase of Kangnai shoes on the US Amazon platform consumptive customers, concentrated in the United States, New York, California and other populous, economically developed areas, and customers purchase Kangnai brand evaluation is very good, many give the highest "five star" evaluation.

Over the past 20 years, Wenzhou has emerged many large shoe making enterprises such as Jin Di, Ju Yi, Dongyi, etc., which have OEM for foreign customers. There are also shoe manufacturers, such as AOKANG, red dragonfly, Kangnai and so on, which are dominated by their own brands and domestic market.

Although a large number of shoes in Europe and America are made in Wenzhou, these shoes are mainly pported to local consumers through foreign brands.

Today, the rise of cross border retail electricity providers has made a "shortcut" for the "Wenzhou made" direct docking between European and American consumers.

"Kangnai is doing.

The shoe material and quality are better. The unit price is between $60 and $80. Brand positioning is very close to Amazon platform.

Relatively speaking, goods on the fast selling platform will take a lower price route.

Chen said that the Amazon platform liked Kangnai shoes and other Chinese shoe brands and offered some preferential policies.

Of course, it is not easy to do foreign retail market.

The foot type of the people in Europe and America and China

There is a great deal of difference. In addition, if the size of shoes is not suitable, it will cause a return problem.

In order to adapt to the feet of European and American people, shoe manufacturers must develop shoes suitable for them and make corresponding shoes.

And returns must be returned in the local market. Otherwise, "the earth turns to a circle". Shoes' travel expenses' will consume their value.

Manager Chen introduces that Kangnai has the experience of doing OEM for large foreign brands. The existing shoes can find shoes suitable for European and American people.

At present, there are more than 80 shoes for men and women on Kangnai online.

In addition, it is also accumulating the data of the best selling shoe products.

Shoes.

And the return problem is trying to use Kangnai's overseas stores to return goods nearby.

In 2001, Kangnai opened the first brand store in China.

Up to now, Kangnai has more than 100 overseas stores (cabinets), distributed in the United States, France, the United Kingdom, Italy and other places.

"In the era of electronic commerce, developing retail market together is a business upgrading for these franchised stores (cabinets), as well as a driving force for cooperation."

Zheng Laiyi said.

Zheng Laiyi said that after cross-border retail e-commerce sales go up, we must do overseas warehouses, bulk delivery to the local and then express to consumers, return goods also in the local, in order to control the cost well.

The potential of this new business is great. We hope that the e-commerce platform will expand its market influence abroad and build overseas warehouses to help businesses overcome business difficulties. In addition, government policies can also support the development of this new business.

Zheng Laiyi, general manager of Kangnai, said that at present, Kangnai and the 2 New York Kangnai brand stores in the United States have agreed to open up the US retail market in the form of "joint venture".

Kangnai cross border e-commerce customers can return to nearby stores, or to store experience, try and wear.

In addition, in the future, Kangnai hopes to introduce foot and foot equipment into the store through the online offline cooperation mode with foreign franchised stores, which will send the foot data of European and American consumers back to China to carry out the advanced customization service.

With the difference between domestic and overseas labor costs, the profit of customized business will be quite good.