The national brand under the cross -border air outlet: the game selected by the regional and platform

21st Century Business Herald reporter Ye Bihua Guangzhou report

With the official meeting in the GEM during the Saiwei era, cross -border e -commerce has once again become the focus of attention in the capital market.

In fact, there are not a few capital players who participated in it. The small commodity city, which has just completed the payment license in mid -June this year, recently announced that its first overseas market opened in Dubai officially opened. Major giants such as JD.com, Ali, and byte beating have already entered the game. In the past two years that affects the global economic structure, many institutions are optimistic about the prospects of cross -border e -commerce. Whether it is a third -party platform or an independent station, brands or platform service providers have been considered to have considerable growth potential.

In many outbound business areas, clothing categories have always been one of the most important market directions. The brand with the number one in income in the Saiwei era is home service products. The ranks.

But the environment of the cross -border market is changing.

From the past successful cases, it can be seen that whether it is market trend or platform guidance, it is promoting cross -border enterprises to shift from pure cost -effective to branding, from the spread of the network -style paving to refined operations, from the supply chain leading to consumer drivers This has also become the general path of the current national brand.

To the left of Europe and the United States, Southeast Asia to the right

"With the development and maturity of the business format, the cross -border market is more friendly to companies with brand recognition, its own supply chain resources and online operation experience. Our goal is to make cross -border business a new driving force for the company's performance. Guo Wuwen, chairman of Hong Xing shares, said so.

Qixinbao Information showed that on June 8 this year, the change of industrial and commercial registration in Guangzhou Magnetic Fish E -commerce Co., Ltd., Guangzhou Hongxing Clothing, a wholly -owned subsidiary of Hongxing Co., Ltd., became 80%of the major shareholders of Guangzhou Magnetic Fish. It is reported that Guangzhou Magnetic Fish is a main body focusing on cross -border operations, familiar with the consumption characteristics and various types of play in the cross -border market. This time, Hongxing acquired Guangzhou Magnetic Fish in order to rely on his team and operating experience to quickly build the company's cross -border business and seize the market dividend period.

From the perspective of the Internet, the global market has been data Unicom, which is also one of the key to the rapid rise of cross -border e -commerce. However, the actual completion of each transaction, in addition to online behavior such as user touch, product information transmission, ordering and payment settlement, it also involves offline links such as production, logistics performance, customs clearance. At the same time, there are huge reality differences in income levels, consumption habits, and aesthetic culture in different regions. This means that the geographical resistance between regions will still exist on the global network in the form of invisible barriers, making the market split. In the process of actual business, any brand or platform needs to take localization as the focus of promotion to adapt to different markets.

At present, the cross -border market is mainly composed of two major sectors. One is a developed country market represented by Europe and the United States. It is characterized by large market size, high per capita consumption power, and mature infrastructure. High; followed by the development market represented by Southeast Asia. Due to the rapid development of industrial transfer and market opening up, the growth rate of e -commerce growth is global, but the consumption level and the construction of the performance system still need to be improved.

This difference is very clear in data. In 2021, the United States still occupied the world's first position with a total GDP of $ 23 trillion, and the per capita GDP also exceeded $ 69,000. The EU as the third largest economy in the world, the total economic volume of 2021 exceeded 14 trillion euros, and per capita GDP It also exceeded 34,000 US dollars; in Southeast Asia, although the industrial transfer promoted the rapid economic development, the overall economic level was still low. In 2021, the total GDP of 11 countries in Southeast Asia was about 3.35 trillion US dollars, and the per capita was about 5,000 US dollars.

The differences between the two markets are not only in terms of consumption power.

Take logistics as an example. In the announcement of the global top 50 freight companies in 2021, 14 freight companies in the United States are on the list, and the number of companies on the list ranks first in the world. Followed by 7 companies in China, 6 in Japan, 4 in Germany, and 3 in Canada. The highway mileage of China and the United States is more than 100,000 kilometers. The Canadian highway mileage ranks third in the world with 18,500 kilometers. Essence In addition, there are huge aviation freight and railway freight networks.

In Southeast Asia, although the Philippines, Indonesia, Vietnam, Malaysia, and Thailand have all entered the global e -commerce growth rate TOP10 in 2022, their logistics levels have bottlenecks. For example, the geographical environment is complicated. For example, there are more than 17,000 remote islands in Indonesia, and there are more than 7,000 islands in the Philippines. At the same time, there are issues such as underdeveloped transportation and the high degree of informationization of warehousing and logistics systems. According to the latest "Southeast Asian Cross -border E -commerce and Outside Report" released by Yibang Think Tank, in terms of warehousing and logistics, more than 60 % of the interviewed companies said that the high wrapping damage rate and loss rate are currently facing the primary problem. At the same time, it is also a difficult problem to clear customs obstacles, many uncertain factors, and lagging logistics delivery information.

You can also see the choice of cross -border enterprises directly from the data. According to statistics from Guotai Junan, the prospectus or public information of major cross -border e -commerce companies such as Saiwei, Ziyu, Anke Innovation, Sanzhi Co., Ltd., and European Technology shows that most of the share in the European and American markets in the above -mentioned companies exceeds that 70%.

In this regard, Guo Wuwen believes that, on the one hand, from the perspective of increasing the unit price and gross profit margin of the brand, the brand tends to locate people who pursue quality of life in the mid -to -high -end market and have a certain consumption power. This can give full play to the advantages of its brand and product texture; On the other hand, according to the company's online business operation experience for more than ten years, in addition to products, the performance of the e -commerce system and the user experience correlation is very high. Important considerations. "Entering from the developed markets in Europe and the United States is more conducive to improving the level of business profitability and the establishment of a brand image." Guo Wuwen said. From Amazon to Independent Station

In 2021, the Amazon Store clearance operation has not been flat on the cross -border seller. At the same time, the success of Shein has established a benchmark for the independent station operating mode. Considering the rapid rise of independent station service providers such as Shopify, third parties in third parties The limelight of the platform mode seems to have been seized by the independent station mode. But for the cross -border brands in it, the situation is not so simple.

Taking the Saiwei era as an example, the company stated in the prospectus that the proportion of sales revenue of third -party e -commerce platforms from 2019 to 2021 accounted for 84.81%, 79.03%and 90.26%of the main business income, which were the company's main business revenue The most important source. The sales revenue in China increased from 1.96 billion in 2019 to 4.759 billion, accounting for 85.55%of the main business revenue, which is also the main platform for the company's "branding" operation. The proportion of self -operated websites decreased from 11.8%in 2019 to 5.42%.

According to a third -party company business director who mainly provides cross -border independent station operation services for Foshan manufacturing enterprises, they have provided the construction and operation services of independent stations for local cross -border industrial parks and over 100 manufacturers. Existing technology It has become increasingly mature, the management cost is very low, and certain site characteristics can be made, but how to achieve drainage and transformation is still pain points. "The cost of traffic outside the station is still high, and the accuracy and effective transformation are also gapd from the traffic in the e -commerce platform. It is not easy to accumulate enough active user groups on self -employed websites." Said business director of the Three -Party Company.

Shein's situation also confirms this statement. According to the website analysis tool Similarweb data, the direct traffic brought by the users accumulated by Shein for many years is 31%, and the rest are drainage outside the station. Among them, paid search advertisements accounted for 17%, social exchanges accounted for 10%, mail marketing accounted for 2.38%, and online display advertisements accounted for 11%.

“我们首先还是会选择第三方电商平台尤其是亚马逊作为突破口，因为其平台规则和特性都与公司的产品线契合度比较高。”广州磁鱼负责人Cathy告诉记者，对于独立站而言， Generally, a large number of product categories and high new frequencies are required as attractions, and most of them belong to the model of paving. Amazon focuses on the long -term accumulation of a certain category or even a certain item. Some explosive models may be using the same product list for a few years or even more. If you occupy an advantageous position, a very low cost can obtain a large number of high conversion rates. Different business stages are suitable for different business models. "

"Considering the adaptation of the consumer culture of overseas markets, we are currently a relatively independent R & D design and product supply for overseas. The main strategy is to form hot -selling products that enter the category head and have the company's independent style. A version of the style adjusts the style, and the old belt is new. "According to Cathy, there are already several good hot -selling models that are running, which combines Hongxing's main brand Fenteng's product characteristics, and according to the market testing and the situation of the market and Consumer feedback is constantly fine -tuned and optimized. In terms of product design, the original design style is leaving the elements of simple, cute and oriental style. "This is more novel on the platform, and it is easy to leave consumers with obvious brand impression."

This is also in line with Amazon's current market strategy. Amazon's previous store cleanup operation and the subsequent brand introduction strategy are designed to simplify the store structure in the platform, reduce the repetition of the product list, thereby strengthening the richness of the brand and products of the entire platform, and allowing customers The weights have been significantly improved. This is also objective for companies with their own brand and supply chain advantages.

It is understood that the current clothing and 3C are the two largest categories on Amazon. Among them, the home service market segment can account for about 5%of the entire platform. The latest data shows that the annual GMV of the Amazon platform is US $ 600 billion, and the corresponding home service market is about US $ 30 billion. According to the current exchange rate, it is equivalent to RMB 200 billion. Even in the era of the big player on the platform, the sales of their home service were only 990 million yuan, the market concentration was not high, and the space for the new brand was still very large.

According to reports, after Amazon's business enters a stable period, the next plan of Hongxing shares is about two years to copy this set to all 18 international stations in Amazon. At the same time, online and offline businesses have begun to integrate and advance, and products have entered the traditional KA stores such as Wal -Mart, COSCO, Messi Department Store, and Lotte in Japan. "In developed countries, these stores still have a large market share, and not only offline, such as Wal -Mart's online platform has become an e -commerce giant second only to Amazon with a 17%market share." Cathy told Reporters, to enter these platforms, there is a higher threshold for products and brands, such as sales is an important reference. But this does not mean that the company will ignore the rise of independent stations. "In the early stage, the conversion rate of third -party platforms and the cost of promotion in the station are more suitable for the start of cross -border business, but the attempts of drainage outside the site have also been tested, especially the social platform Meta (former Facebook), which has strong user stickiness, and the user's strong stickiness. Twitter and Instagram, and some Chinese communities. "In Cathy's view, these can lay the foundation for the construction and operation of future independent stations. It is the best time to start independent stations. "

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