E-Commerce Goes To App Ocean Terminal To Dig Deep Into The Live Supply Chain

? ? ? ? Almost all e-commerce enterprises have experienced the common experience of traffic exhaustion and profit decline in the first half of the year. Vipshop just released the second quarter results, its net profit fell 42% year-on-year, revenue barely meet expectations. How to grab users from short videos and live broadcasting rooms is almost a proposition in front of the founders.

"In March after the Spring Festival this year, e-commerce traffic in China has been declining, and users will not come to your app at all. Fortunately, we made timely transformation and got through the live supply chain, and the cross-border business cooperation with tremolo e-commerce was also very smooth. " Recently, Zeng Bibo, founder and CEO of foreign terminal, revealed in an interview with 21st century economic reporter that the company's new business segment will provide supply services for live broadcast of tremolo.

In his opinion, the way that e-commerce guides its app by buying traffic may not be sustainable in the next two years. In the live broadcasting room, the product information is more transparent and the value of users is stronger, so it will produce siphon effect and bring a lot of transactions.

In addition, affected by the regulatory policies of China and the United States, China capital stocks have been on a downward trend this year, and the way to go to the United States for listing has become unclear. Zeng Bibo disclosed that since June last year, he has promoted the dismantling of the red chip structure internally, and plans to list in China in the future.

Live broadcasting and social contact

Established in August 2009, ocean terminal is an e-commerce platform engaged in cross-border import. At present, the company has completed seven rounds of financing, the latest one occurred in March this year, and the foreign terminal completed the D + round of financing, with a financing amount of several hundred million yuan, and the investor is Shengshi investment.

At present, foreign terminal is changing from a shopping platform based on e-commerce app to a comprehensive retail and trade platform relying on live broadcasting and supply chain capabilities. It is also Zeng's decision to devote himself to live broadcasting after exploring for the past two years.

"In 2019, we tried to do social e-commerce, but it stopped after half a year. We find that social e-commerce has no user value, so there is no consumption value. In this process, human feelings are consumed, so there is no vitality and sustainability. The best ability of social e-commerce is the ability to distribute profits, that is, who can share the performance, but it does not create value. " Zeng Bibo analyzed in retrospect that social e-commerce deliberately made the commodity information opaque, but the live e-commerce was just the opposite. Live broadcast made all information transparent, and the user viscosity was extremely strong.

In June 2020, Shuo Yin set up an e-commerce first-class business department. Since then, Shuo Yin e-commerce has made great efforts to improve e-commerce infrastructure from various aspects. In April this year, at the Shuo Yin e-commerce ecological conference, Shuo Yin presented the concept of "interest e-commerce" to the outside world.

Recently, in a just concluded cross-border activity of tremon e-commerce, the Gmv of talent and business reached a new high. Mao Guangguang, the top talent, made the first cross-border Gmv broadcast of more than 100 million yuan, the star Cao Ying's cross-border Premiere of Gmv exceeded 42 million yuan, and the Gmv of overseas flagship stores of foreign wharf, intime overseas flagship store and TOPO overseas flagship store exceeded 10 million. For a large number of talent and anchors on the tremolo, "no supply" has become a threshold. Therefore, expanding the supply chain is also the top priority of the tremolo e-commerce.

Based on this, in view of the live supply chain, foreign terminal provides product selection, order fulfillment, pre-sale and after-sales service of the anchor's fans, and luxury jewelry identification. Take luxury jewelry identification as an example. Before shipping to consumers, foreign terminal will first pass the platform luxury identification center identification.

Zeng Bibo said that the company began to cooperate with tremolo in August 2020 and opened in March this year; Cooperation with fast hand and Taobao live broadcasting is also under negotiation“ At present, the behavior of users has been attracted by short video and live broadcast. The e-commerce ecology based on short video and live broadcast should also be established. The era of guiding their app and ecology through cooperation with short video and live broadcast is over. " Zeng Bibo said that China's e-commerce should return to its original source, not the flow of APP traffic, but the circulation efficiency of commodity links.

E-commerce and offline integration

Based on the flexibility of the buyer system and overseas direct mail, foreign terminals have broken out of the cross-border e-commerce. However, the uncontrollability brought about by the new epidemic situation, including logistics costs and blocked goods, is the current challenge. Aiming at live broadcasting, getting through the supply chain, logistics, payment and other links behind online transactions has also become an important accumulation of offline e-commerce platforms.

"Shuo Yin's strategy is also changing. Now to create a commercial closed-loop is also an opportunity for us to lay out the live supply chain business. At present, the percentage of commission is not high. In addition, the biggest impact of the epidemic is not logistics, but the supply of goods. Some new luxury goods will be in short supply. At the same time, it also reflects the accumulation of a large number of domestic users' demand. After being unable to go abroad, the consumption capacity has returned to China. "

At present, live e-commerce is still the largest incremental market and one of the latest economic growth models. In terms of market turnover, Alibaba's financial report for the third quarter of fiscal year 2021 shows that as of December 31, 2020, the Gmv (transaction volume) brought by Taobao live broadcast exceeded RMB 400 billion. However, in 2020, the Gmv will only be more than 100 billion yuan; According to the annual performance announcement of express, in 2020, the annual Gmv of fast hand will be RMB 381.2 billion.

Some organizations predict that the revenue of the live e-commerce industry will exceed trillion yuan in 2021, and the growth rate is expected to be around 25%. It is worth noting that, in addition to making use of the shaking sound to make live broadcast, Yang wharf is also further exploring the offline retail business, planning to open stores online through acquisition mode. Under the background of high traffic cost, it is increasingly difficult for e-commerce to seize the market relying on its own app.

Vipshop's financial report for the second quarter of 2021 shows that during the reporting period, its marketing expenses were 1.408 billion yuan, an increase of 36.83% over the same period of last year. The percentage of marketing expenses in total net income also increased from 4.3% to 4.8%. In response, vipshop said it was due to an increase in advertising investment related to the acquisition and retention of customers.

It will become the trend of e-commerce industry in the future to seek increment from more channels and scenes instead of sticking to one acre of its own app. Zeng Bibo said that the company has achieved profits in 2019; In 2020, the amount of loss will be less than 10 million yuan due to Xinguan epidemic situation and other reasons. By the first half of 2021, the company turned a loss into a profit of about 5-6 million yuan.

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