How Does The Middle And Small Scale Cross-Border Electricity Supplier Enter The Bureau?

By all kinds of colors

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The "war" has once again burned around the globe.

The endless purchase desire of domestic consumers breaks through the imagination of all cross-border providers.

On the surface, the cake is growing bigger: in the first half of this year, the scale of cross-border e-commerce in China reached 3 trillion and 600 billion yuan, an increase of 30.7% over the same period last year.

According to the world clothing shoes and hats net, in a few years, relying on the Internet giant.

Taobao global purchase, Jingdong global purchase and NetEase koala sea purchase dominate the market. At the same time, small and medium sized small red books, baby lattice, Pea Princess, darling, and gage family have also received more than ten million levels of financing.

The prospect of cross-border electricity providers still seems to be favored by investors.

However, this imaginative capital Carnival market is not destined to be a happy one.

The cross-border electricity supplier has ended in the Warring States era. The big players can play again. If the players of small and medium scale can not break through successfully, they will be afraid to quit.

"Cross" is expensive and difficult.

Last April 8th, the Ministry of finance, the General Administration of customs and the State Administration of Taxation jointly issued the "4.8 New Deal".

The reason why the new deal is triggered in the industry is that it stipulates that cross border import commodities are no longer subject to postal tax but according to the "goods" and are subject to taxation and supervision.

This means that not only the comprehensive tax paid by cross-border electricity providers has been raised, but also more seriously, such as cosmetics, health care products and other cross-border electricity providers, "explosion funds" and so on can not enter the bonded area normally.

However, the "4.8 customs new deal" was suspended for only two months after its launch.

I have to admit that the government is promoting the orderly development of cross-border electricity supplier industry. In the future, the regulation of cross-border electricity providers will become more sophisticated and standardized.

Take milk powder as an example, the original packaging inside and outside the milk powder needs Chinese labels that meet the relevant requirements, and now the milk powder sold by cross-border electricity suppliers is basically not qualified at this point.

The policy restrictions on the top of the head have already made the cross-border electricity suppliers very big. Under the pressure of consumers, they are unable to stand steady.

According to AI media advisory report.

In the first quarter of 2017, the main factors that Chinese mobile phone users expected to improve after service were: no reason to return goods, speed of logistics, handling speed of complaints and so on. Among them, the requirement of "no reason to return goods" which was used by domestic online shopping was up to 56.3%.

And these requirements for cross-border e-commerce platform, every one is to take some effort to capture the mountain.

It is not so easy to please the consumers. Besides the most basic authenticity and quality, there is still a large part of the consumer's demand for the so-called brands and ingredients.

Users want to buy goods that are exactly the same as those in foreign countries, rather than Chinese special editions.

In their view, the same brand of the same foundation liquid, produced in the United States and domestic production are very different in composition, and some people even think that the United States is better than the domestic air and water quality, cosmetic products will be more reliable.

But the brand side, based on the traditional channel considerations, will give the electricity supplier special channel products, or even refuse to authorize.

The tension between cooperation with traditional channel suppliers will not only affect consumer satisfaction, but also create a crisis for cross-border electricity suppliers to establish supply chains.

A strong supply chain requires cross-border electricity providers to have strong control over the supply side to ensure stable supply.

In addition, we need to invest a lot of time and manpower to understand foreign laws, culture and habits, so as to avoid risks and directly connect with brands.

However, relying on the Internet giant's comprehensive cross-border e-commerce platform, such as Tmall international and NetEase koala shopping, etc., relying on the advantages of the Internet giant, it has smashed a powerful supply, storage and logistics system with real gold and silver, and firmly occupied the majority of the market.

According to the report of Analysys, in the third quarter of 2017, the market competition of cross border import retail electricity suppliers, Tmall international, NetEase koala sea purchase, Jingdong global purchase three strong occupy 57.4% of the market share.

After more competitive market competition, cross-border electricity providers will increasingly focus on giant enterprises.

For small and medium-sized cross-border electricity providers, the smaller the market cake is, the smaller the local agents are, the higher the policy pressure and the more consumer spending, the more they are caught.

"Besieged City" is just around the corner. In this market with "cross" as the selling point, it takes a step.

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Is "small and beautiful" or the golden rule of breaking through?

If we do not do grasshoppers on the autumn leaves, how can the small and medium-sized cross-border electricity providers enter the WTO?

Obviously, adopting the expansion mode without cost at all, challenging the "first camp" positively is just like hitting the egg with the rocks, taking the strategy of the whole category and the collapse of "Honey Tao" which is the main selling mode of explosive products.

Starting from the community mode, it is not possible to achieve the stable content output and user stickiness of the small red book scale. It is also very difficult to break the logistics and complete the Beihai logistics system established in advance by foreign terminals.

Thus, it has become the choice of many middle and small scale customers to meet the needs of personalized users. The hot Liu Nan's honey bud is aimed at importing mother and baby market. After all, the diapers and powdered milk are just needed. The model of "live broadcast + sea scouring" is applied to the cross border market between Japan and Korea; while the princess pea is attacking the Japanese market for more than 2000 years, it has accumulated a large amount of resources in the operation of Dihai Amoy, and sits on a total of more than 27500 brands of SKU, including the size of the more than 27500 brands.

"Small and beautiful" is the way to break through. The problem is not so simple.

First of all, the market of segmentation should be large, otherwise it can only be sensationalism and can not be realized.

At present, in China's sea market, Japan accounts for about 45% to 50%, while Pooh is the main player in Japan and South Korea, while the Pea Princess is attacking Japan, and a needle pierces the sky. Secondly, it has to choose the right mode to enter the market segments. B2C is too heavy, the C2C experience is not good, the B2B2C mode is relatively light, the gross profit is relatively high, and the quality control is relatively strict. The princess of pea chooses B2B2C, does not need to stock up, and has zero inventory pressure; third, the selected market segments should be familiar with them, and can form barriers and differentiation advantages.

Liu Nan, the founder of Pea Princess, has lived in Japan for 28 years, and has been doing business for 2 times in China and Japan. Weng Yong understands the culture and needs of Japanese manufacturers. There are also Japanese contacts, all of which are moat, which is a Japanese.

In addition to the above three points, the most important thing is the supply chain construction for small and medium-sized cross-border electricity suppliers.

Because the entry of subdivision will inevitably bring about a fragmented pattern, that is, the goods category, inventory rate and turnover efficiency can not be guaranteed. This makes the small and medium-sized cross-border electricity suppliers lack timely market adjustment capability, and can not respond to the calls of domestic users in time, and the overall image becomes "dull".

If we want to build a complete supply chain, we should not only focus on warehousing, logistics, but also tap and integrate supply chain resources.

The first is warehousing and logistics.

In the current cross-border electricity supplier market, there are two typical logistics solutions: overseas direct mail mode and bonded warehouse delivery mode.

Although the mode of Jiancang scheduling will be more relaxed, under the "48 New Deal", the mode of bonded warehouses is obviously affected by the tariff, value-added tax, consumption tax and so on.

Overseas direct mail will undoubtedly be the main mode of the future development of cross-border electricity providers. At present, even the e-commerce enterprises starting from the bonded warehouse mode have increased the proportion of overseas direct mail products, such as Xiaohong book.

For many small and medium-sized cross-border electricity providers, its own way is direct mail, such as the Pea Princess in Tokyo has built more than 10000 square meters of direct mail warehousing, the vast majority of commodities using Japanese direct mail, inventory pressure is small, and another "no inventory, one replacement" mode and a series of systematic management, improve logistics efficiency.

Next is the excavation and integration of supply chain and brand side resources.

At this stage, cross-border electricity supplier competition has been very "pparent", in the final analysis is compared to the supply chain.

The supply system that giants have smashed with real gold and silver is naturally needless to say.

At the same time, there are also some "small and beautiful" small and medium-sized cross-border electricity providers already have unique advantages in the supply chain, such as Pea Princess's strong supply chain resources in Japan.

There are mainly three kinds of resources: one is the small and medium-sized enterprises in Japan, the other is the exclusive agent brand including Hacci, simplisse, Huatian ranch and so on. The third is the first-class wholesalers that are directly picked up by the platform.

Taking stock of the market, it is easy to see that in the construction of the supply chain, the giants did not stop at the moment. The NetEase koala sea launched this year's "European strategy" and reached cooperation with the brands of Australia and Korea, aiming to expand the supply chain category.

Most of the middle and small class players have heard the story: most of the players in the middle and small scale have heard the story: the integration of overseas brands by baby grid, the horizontal expansion of the country of commodity origin, the establishment of a global storage and logistics system vertically, and the establishment of a localized operation team based on self-reliance, and the docking of brand dealers and first class dealers to extend the perception of the antenna in the local market; the Japanese B Pea Princess relies on the B terminal supply chain barriers, and further moves towards the business platform that Japanese companies are deeply connected with Chinese consumers.

Since the 2014 year of the first cross-border electricity supplier, the market has never been settled.

The giants are fighting hard, and small and medium-sized cross-border electricity providers are also fighting in their respective subdivision areas. For the latter, if they want to break through successfully, they must be more than just "small and beautiful".

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