Cross Border Electricity Providers Suitable For "Small And Beautiful" Companies?

In the past two years, Cross-border electricity supplier Gone through the spanition from heat to cold. The "cold" here does not mean that consumers' enthusiasm for buying decreases, but comes from policies, social concerns, and the multi dimension "cooling down" of cross-border platforms themselves.

Cross-border electricity supplier

In sharp contrast to the sharp adjustment of industries, consumers are constantly increasing demand for cross-border shopping. According to research data from AI media consulting, the number of users in the Chinese sea in 2016 was 41 million, up to 78.3%.

The idea of consumers is changing, and cross-border shopping is no longer so mysterious. Hai Tao This word is almost normal to disappear. If you buy a dress on the sea and buy it on Taobao, there is no need to emphasize the feature of "cross border".

It is precisely based on this growing user community and the normalization of cross-border shopping, cross-border electric business enterprises also have enough confidence for the development of 2017.

Apart from the policy, making content becomes the common choice of cross-border electricity providers.

Policy will be a double-edged sword for the development of any industry. 2017 is the spanitional year of cross-border new deal. After the end of the spanitional period, what the policy will become remains unknown. But after the sudden emergence of 2016, the attitude of the enterprises to the policy is also optimistic.

COO Zhang Jianfu, a mother and child cross-border e-commerce provider, told reporters that the policy has poured cold water into the hot cross-border electricity supplier. At the beginning, policy acceptance was somewhat painful, but in the long run, it was a process of standardizing the whole market.

Faced with unsettled policy factors, all these cross-border electricity suppliers are making use of this spanition period to make adjustments.

"Honey has done a lot of cross industry cooperation last year to get through the chain of mother and baby." Zhang Jianfu for example, such as the establishment of honey bud paradise, and early education institutions red, yellow and blue joint venture and cooperation. This year, honey bud park will expand rapidly.

Koala sea shopping, which also acts as a cross border electricity supplier, has mainly adjusted the policy. Liu Xiaobin, head of its market, told Phoenix technology that koala did not want to put eggs in one basket, so in 2017 it would consciously increase the layout of overseas warehouses. At present, koala buys a larger proportion of sales in bonded warehouses, and will increase other ways such as direct mail to cope with possible policy changes in the future.

According to the world clothing shoes and hats net, in 2016, China's cross-border electricity retail import sales accounted for the distribution, koala sea accounted for 21.6% of the market share in the first place, followed by Tmall International and only products international.

Honey and koala bought the two cross-border businesses in terms of platform positioning and volume, but in the process of communication with them, both sides mentioned a key word, that is, content. Whether it's direct broadcast or community building, the output of quality content seems to be a new battleground for cross-border e-commerce in 2017.

Zhang Jianfu believes that the combination of content marketing and content plus products is most needed after 80 and 90's mothers, because they don't know what to do in every stage of growth. This is a common pain point for users.

In Liu Xiaobin's view, providing quality content is also a way to increase user stickiness. Users can learn and discover some new content, and can also communicate with people who have common interests. They would like to see the software from time to time instead of using the platform as a place to shop.

Cross border electricity providers suitable for "small and beautiful" companies?

In the cross-border e-commerce industry, in addition to the uncertainty of policy, another worry may be external competition. In particular, Ali, Jingdong and other comprehensive e-commerce giants to join.

Last year, whether Jingdong's 618 or Ali's double 11, cross-border businesses have received more attention. According to data released last year, on June 18th last year, Jingdong's global orders for shopping day increased by 17 times compared to the same period last year. On the day of double 11, Tmall international only had 9.5 hours, and the turnover was over all last year. Amazon also launched its Prime membership service in China, mainly for cross-border shopping groups.

The traditional comprehensive electric business is threatening, but the vertical cross-border electricity providers do not seem to be worried.

Zhang Jianfu said he welcomed competition, because competition was not a bad thing, but a process of survival of the fittest, which benefited consumers and users in the process.

Liu Xiaobin also pointed out that the top two enterprises in the electronic commerce industry took a look at the cross border section, which in fact indicates that the market has huge growth space. However, the attributes of their integrated platforms have become a disadvantage for them to do cross-border business.

Why do we say this? Because they have both proprietary commodities and cross-border goods at the same time, there will be a problem of hand to hand combat: how to deal with domestic brands and cross-border products of unified brands will become internal friction.

Zhang Jianfu also pointed out that the vertical platform is more focused on cross-border business than the integrated platform. For example, in the comprehensive platform, a wide range of goods are listed on the page. Although consumers are more selective, they will begin to get entangled in choosing which one. The vertical platform is relatively detailed and more comprehensive in the selection of products, which is the current lack of comprehensive e-commerce platform.

For the future, Zhang Jianfu believes that cross border is only an important part of the optimization of retail efficiency of honey buds, and the future positioning of honey bud is a mother and infant company.

However, at this stage, vertical cross border electricity providers are in the advantage of refinement, but they do not rule out the possibility of harvesting by large platforms in the future. Assuming that users have some familiarity with some brands on the vertical platform, large platforms can compete on the basis of their huge resource advantages from price or category. The vertical platform is likely to be a bridal garment for others.

Of course, this is only a hypothesis. The comprehensive platform may not be able to harvest easily now. Liu Xiaobin also said to Phoenix technology that for the future of Koala purchase, it is not possible to remove the "cross border" label and move to the domestic market.

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