Cross -border e -commerce goes to the second half: foreign Internet celebrities have a Chinese supply chain

This is a global opportunity. In the second half of cross -border e -commerce, social e -commerce will become a new battlefield.

Author: Ren Xiaoning

Figure: Tuwa Creative

Guide

One || This year's cross -border e -commerce burst again, there is a new logic behind it: the rise of overseas short videos and social media e -commerce, giving overseas Internet celebrities with the opportunity to sell goods, and also give Chinese supply chain companies more. Expand the possibility of overseas.

跨 || In the past, cross -border e -commerce could not bypass the centralized international giants and large platforms dominated by Amazon. After the rise of Internet celebrity economy and social e -commerce, every content creator can become marketing contacts and sales. channel.

The young Nigerian girl Miriam was sitting in front of the shelves, and the light in the small room was a little dim. The children's clothing on the container is covered in a transparent plastic bag, and the flowers are placed at will, and a bunch of colorful shoes are scattered on the ground. This is a clothing store in Nigeria in Africa, which looks like a common picture of township shops in China in the 1990s.

You may be hard to imagine that it is such a humble shop that makes you unwilling to go in, and the monthly sales are close to 50,000 US dollars. Miriam said her sales can be $ 1 million this year. This is a surprise data for Miriam.

Behind this data is the rise of social e -commerce. Miriam is a rare university student in the local area. There are enough people to trust her. She hangs her recommended products in Tiktok or Instagram to share the link to relatives and friends. In the entire selling session, the selection, after -sales, and logistics are all Chinese companies myyshop. supply.

"African countries such as Africa lacks cross -border e -commerce infrastructure and markets can reach such a scale, and other places have more opportunities." Jiang Yanqing, the senior strategic planning director of Dunhuang Network Group, told Economic Observation Network reporters.

Like Miriam, it sells goods through social media platforms not only appears in Africa. In Europe, the United States, Southeast Asia, and Latin America, online red broadcasts have also begun to appear frequently. Wang Shutong, the founder and chairman of the Dunhuang Network Group, who had done 18 years of cross -border e -commerce, said in an interview with a reporter that this is a global opportunity. In the second half of cross -border e -commerce, social e -commerce will become a new battlefield.

New logic

On July 5, Dunhuang.com held a cross -border e -commerce conference in Shenzhen. That's right, it is Shenzhen again. This cross -border e -commerce gathering area has been held in the past month.

"Go out to drink a coffee in Shenzhen, and 8 people are talking about cross -border e -commerce. There may be 1 of 10 people in Beijing." Wang Shutong told reporters that at the highest peak, 50%of the Dunhuang.com merchants came from Shenzhen, and now there are currently available in. Falling, but also 30%.

Cross -border e -commerce is actually not new. Dunhuang.com has been doing 18 years. It is the earliest domestic company in China to do cross -border e -commerce companies. Ten years ago, another group of cross -border e -commerce companies appeared in China, and there are still about 10 companies listed. This year's cross -border e -commerce burst again, there is a new logic behind it: the rise of overseas short videos and social media e -commerce, giving overseas Internet celebrities a chance to sell goods, and allowing Chinese supply chain companies to expand overseas possibility.

The Essen survey report shows that the growth rate of social e -commerce around the world in 2025 will be three times that of traditional e -commerce, with a scale of 1.2 trillion US dollars, accounting for 62%of global e -commerce spending.

Jiang Yanqing recently chatted with a cross -border e -commerce seller. Starting in mid -last year, the seller experienced various problems such as title, funds, and security deposits. In 2021, business revenue declined by nearly half. There are more than one seller. They want to make money and feel security, and do not want to pin their lives on large platforms such as Amazon, so they also come to the social e -commerce platform.

The e -commerce platforms such as Amazon and shrimp skin that cross -border e -commerce sellers rely on before have tightened their policies for merchants. The impact of e -commerce efficiency also has a greater impact on sellers. PayPal has recently carried out severe special operations to crack down on violations. Many independent station sellers' PayPal account has been cleared, and even compliance sellers may be accidentally injured. In this environment, social e -commerce has gradually become a direction for their new attempts.

Compared with domestic small red books, Taobao live broadcast, Douyin e -commerce, fast -handed e -commerce, etc., foreign social e -commerce companies are still in the preliminary stage, but the potential is huge. Wang Shutong listed a data: In 2021, Facebook and WhatsApp used more than 2 billion. If the country's population is compared, the top ten of the world's population is only China and India, and the remaining eight are social media.

"Social media is becoming a new identity in the world, especially young people. They grow up while governing the right to speak of social media, the dominance of popular culture and the decision -making power of consumption." Wang Shutong saw this trend, and The SaaS platform MyyShop, which has launched a service social e -commerce. Myyshop has influential Internet celebrities on social media at one end. One end linked Chinese merchants with production and manufacturing capabilities, and established in -depth cooperation with Google, Tiktok, Kuaishou, etc. to allow Chinese products to grow grass around the world through foreign Internet celebrities, grass, grass, grass, grass and grass in the world through foreign Internet celebrities. sell.

Micro -trade

Among the most watched overseas social media in 2022, TIKTOK ranks among the best. Tiktok has now deployed more than 150 countries around the world, with a monthly survival of about 1 billion (excluding Douyin). After the radical rise of domestic Douyin e -commerce, foreign TIKTOK also sold goods live broadcasts in Europe, America, Southeast Asia and other countries. Tiktok's international e -commerce anchor growth leader Ding Qiao took American users as an example that American children can use Tiktok since the age of 10, 60%of users are young people under 29 years old, of which 1/3 of them are due to social media After seeing something, he was persuaded to buy.

On the afternoon of July 5, Dingqiao appeared on the site of the Dunhuang Network Cross -border E -commerce Conference. Also on the scene was Bai Yong, the general manager of the channel business department of Google Greater China. He signed a cooperative relationship with Dunhuang.com.

Unlike domestic Taobao live broadcast, fast -handed e -commerce, Douyin e -commerce self -built supply chain and traffic release tools, foreign social e -commerce platforms are more willing to cooperate with Chinese SaaS companies such as Myyshop. Wang Shutong explained the reason behind reporters.

"The lack of complete supply chain is a particularly big pain point for overseas social e -commerce platforms." She told reporters that domestic live broadcasts and social e -commerce have formed a mature ecology. There are MCN institutions that specialize in providing services to celebrities, and there is an operating service provider for selling goods for merchants. There are hundreds of people behind the head anchor. Do a supply chain connection for him, and the mobile payment means are also very mature. However, in foreign countries, ecology and crowds in any country are different. Different countries have different problems. For example, African cross -border e -commerce infrastructure is not perfect. Social platforms are urgently needed to support ecological partners.

Dunhuang.com has accumulated 18 years of cross -border accumulation. At present, there are more than 40 million types of products in 28 major categories. Logistics and payment can support more than 200 countries around the world, support more than 70 currencies, more than 10 overseas warehouses, and hundreds of lines. Can achieve a full set of door -to -door performance services.

Cooperate with platforms such as TIKTOK, MyyShop mainly serves medium -waist net reds that have influential influence in each country. The Internet celebrities of 10,000 to 100,000 fans are the main. Liu Sijun, the chief operating officer of Myyshop, told reporters that among the overseas Internet celebrities, there are 2.5 million fans of 100,000 fans, and they now have more than 1 million. There are more than 20 million fans between 10,000 and 100,000, and they have about 1 million from the establishment of the United League.

At present, there are already some successful cases of overseas online red selling goods. Cross -border seller Chen Jiajia said that he launched a projector at the end of last year, 45 days from mold to launch. He found 200 online celebrities. Through a multi -mode single -point blasting, 100,000 precise search for accurate search plus a praise network, and received 13,000 orders. The 27 -year -old Tiktok net red mother, Sullivan, originally had less than 7000 fans. After selling goods with MyyShop in TIKTOK, the fans exceeded 80,000. Her sales volume was $ 250,000 a week. Another cross -border seller Ming Tsai has tried online celebrity marketing since July 2021. By January 2022, the GMV brought by Internet celebrities has accounted for 73%of the overall transaction value of the store, and monthly sales have increased by 30 times.

During the operation, Liu Sijun found that the current supply chain in China has absolute advantages. These brands of goods. "

Dingqiao also mentioned that foreigners are more curious about China's supply chain, so many domestic beauty brands and shoes brands. They live broadcast warehouses, packaging, production, and shoes.

Myyshop's active users increased by 76.3%year -on -year Q1 in Q1 in 2022. The GMV target driven this year is $ 1.2 billion. In the next three years, the global active Internet celebrities on myyshop can exceed 1 million, which is expected to serve consumers with more than 100 million worldwide.

Wang Shutong described the e -commerce business of these foreign influencers as "micro trade". She believes that the second half of cross -border e -commerce will be a decentralized "global micro -trade" era. In the past, cross -border e -commerce could not bypass the centralized international giants and large platforms led by Amazon. After the rise of Internet celebrity economy and social e -commerce, each content creator can become marketing contacts and sales channels.

18 years ago, Wang Shutong founded the Dunhuang.com to be a B2B cross -border e -commerce platform. It means that Dunhuang means to get out of an online Silk Road. There is no reason to go out of the west, and the unknown everything is on the Silk Road. She has been to dozens of countries around the world to participate in global conferences of international institutions such as the World Internet Conference, APEC, B20, BRICS countries. Until now, she still believes that e -commerce will have a big chance.

"Outside sea is a topic that develops in common and underdeveloped countries. From the policy, all countries hope that young people in their own countries can better use digitalization to go out." Wang Shutong told reporters that cross -border electrical electricity In the next half, it is not the logic of competition, but the logic of connection. "It is not how many people you can defeat, but because you can cooperate with how many people, and how many people you can connect."

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