Tmall And Jingdong "Double 11" War Burned Overseas Market

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The war entered the white hot stage, Ali.

The flames of war were burned into overseas markets.

According to the world clothing shoes and hats net, in October 31st,

The "double 11" global carnival is officially launched. 100 Chinese brands will sell their products overseas by Tmall. In October 27th, Jingdong will push more than 200 Chinese brands to overseas markets.

In the industry view, Chinese brands and Tmall, Jingdong and other electronic business platform to join the sea, will speed up the expansion of overseas markets, the two sides will complement each other resources, brand manufacturers return to the core stage of product production and R & D, e-commerce platform to play brand operation, market expansion and other advantages.

"One shop sells the world".

Tmall's sea going plan has also become an experimental field for new retailers.

In October 31st, Tmall announced at the "double 11" global carnival that 50 flash stores, nearly 100 thousand smart stores, and 60 retail outlets will also join the sea plan to help brands go abroad.

It is understood that Bosideng, Hai Lan's home, Taiping bird, and its 100 Chinese brands will rely on Tmall's global channel resources under the global line to quickly enter the overseas market. Tmall will provide support in logistics, payment, big data and so on. Branding and Tmall will extend their products and services to more than more than 200 countries and regions in the world to achieve "one shop selling the world".

These Chinese brands will participate in the "double 11" activities in overseas stores. Some brands will also open new overseas retail models, adding new retail elements to overseas markets.

At present, Taiping bird has set up a pop-up store, a fast selling shop based on offline sales in Taiwan.

Prior to this, as a rookie in the network of Alibaba, it has already made an early stop for the sea. The rookie has wrapped dozens of planes during the "double 11" period to assist the Chinese goods in the sea, and has been distributing the goods to Chinese brands in overseas warehouses in Europe and other countries.

Coincidentally, during this year's "double 11" period, Jingdong will bring more than 200 Chinese brands including the United States, SKYWORTH, millet, SUPOR and Delmar to the sea through the Jingdong global sale platform.

In addition, "double 11" on the same day Jingdong will launch overseas market free mail service, overseas consumers can enjoy free door-to-door service.

Jingdong is also deploying warehouses to provide e-commerce services and financial technology services for some overseas retail enterprises.

Insiders pointed out that when the e-commerce platform promoted the brand operators to go to sea, the two channels of online and offline linkage, and the logistics as a supporting "hardware facilities" together with the layout, reflecting the e-commerce platform with the help of brand product resources to deepen the market at the same time, is also improving the overall logistics and distribution services, through the settlement of overseas distribution cycle long, slow and other pain points, e-commerce enterprises will initially compete for the market, with logistics services to stabilize the market.

Brand operators reduce risks

Brand operators have been showing a strong sense of dependence on the electronic business platform. Now the electronic business platform has begun to racking its brains to enhance the stickiness of the brand to the platform, helping the brand dealers to go to sea has become a new trend.

For many brands, going to sea is no stranger, but it's not easy.

Wu Haihua, director of the overseas business of left and right furniture, said in an interview with reporters that the furniture sector has its own export department which is connected with overseas ports. But overseas expansion has been faced with many obstacles such as sales, distribution, installation and after-sale. Because of the limited volume of overseas orders, it is difficult for enterprises to get through the whole chain from production to after-sale, and the limited order quantity is difficult to revitalize the overseas market, and the cost of self built chain can not be digested.

Wu Haihua disclosed that the volume of export business of left and right furniture is around 30 million -4000 10000, compared with the total number of orders of tens of billions of furniture a year, the volume of overseas business has been limited.

The electronic business platform can provide relevant distribution, installation and after-sales service. It has opened up the intermediate links and is more familiar with the overseas market environment than the enterprises. The advantage of the electronic business platform is a resource and strategic remedy for the enterprises going to sea.

In Wu Haihua's view, the brand and e-commerce platform jointly develop overseas markets are their respective functions. The platform can continue to extend to the downstream, focusing on providing services, brand operation and market expansion. Brand dealers can also return to the source of the industrial chain, focusing on product design and research and development.

For brands, product development has always been the best and core part of the brand. Whether the product meets the needs of local consumers affects whether the brand can gain a firm foothold in the overseas market.

Paradise umbrella COO Zheng Guohua told reporters that the umbrella of heaven has been trying to develop umbrellas suitable for local consumer demand during its voyage to the sea. But in the early days, the company shipped products overseas for sale through some agents and distributors. The information sold by the company was one-way, and it was difficult to recover sales data. The data could not be reflued, resulting in the local consumption demand could not be timely and accurately mastered. Some domestic best-selling products had become unsalable products in foreign markets.

With the help of the e-commerce platform to acquire local consumption data, enterprises began to design and research products in a targeted way, constantly upgrading, upgrading or even developing customized products according to the local demand characteristics, and the sales volume increased with the demand, and the business risk was also reduced.

In addition, Zheng Guohua further explained that the offshore enterprises in most cases play the role of acting factories, only responsible for the production of products, although products are exported overseas, but it has been difficult to establish their own IP, can not cultivate overseas consumer recognition of the brand, but also can not produce brand effect.

By selling products directly to local consumers through the e-commerce platform, enterprises gradually gain the right to speak to the brand. At the same time, the circulation links are more flat. The enterprises directly connect with consumers through the e-commerce platform, eliminating the original multi-layer distribution links, and improving the profit margins of enterprises.

Many barriers impede enterprises to go to sea

In recent years, the overseas competition between Ali and Jingdong has been escalating.

With the disappearance of the demographic dividend and the saturation of the domestic market, the domestic e-commerce platform needs to expand its development space.

Wang Chengrong, a special researcher and director of the Beijing Vocational College of Finance and Commerce, told reporters that the speed of internationalization of domestic electricity providers is accelerating, and the development of Internet technology has enabled competition between businesses to enter the competition pattern without borders and no radius, thus promoting the circulation of products, information and data, and the disappearance of logistics and geographical boundaries.

At the same time, the competition among domestic electricity suppliers is more and more intense. The domestic e-commerce platform needs to release resources, concentrate on developing overseas markets, and enhance brand influence. Domestic and foreign parallel development has become an inevitable choice for the electronic business platform.

CEO Lu Zhenwang, an e-commerce expert and Shanghai Wan Qing Business Consulting Co. Ltd., has said that WeChat payment, Alipay payment and other mobile payment methods are developing rapidly overseas, and the penetration rate is constantly improving, which provides a good opportunity for the brand to go to sea.

But Lu Zheng Wang said frankly, the layout of overseas market must first solve the problem of short logistics, and the establishment of logistics system needs time cost and capital cost, which will impede the overseas development of e-commerce in the short term.

In Wang Chengrong's view, it is the key to overcome the multiple barriers to the internationalized domestic e-commerce platform.

If the platform's development outside the country can continue the domestic resource advantages, the difficulty of development will be eased. But if we want to get the recognition of the overseas market, we must break through the multiple barriers such as trade barriers, policy barriers, legal barriers, credit system and so on, and the funds are not the biggest problem.

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