Analysis of diversified models of cross-border import e-commerce

Platform mode division

Self-operated platform

The self-operated platform import cross-border e-commerce model refers to the e-commerce enterprise purchasing directly from suppliers abroad and selling to domestic consumers through its own e-commerce platform. Self-operated platforms require enterprises to have strong technical and financial strength in order to coordinate supply, funds, teams, logistics and other aspects. “Womai.hk”, a subsidiary of COFCO Group, is an example. It mainly provides food, health care products, maternal and infant products and other products, and purchases directly from well-known international companies.

Third-party platform

The third-party platform type cross-border import e-commerce model refers to the e-commerce company building an open platform to be responsible for attracting investment, allowing sellers to directly provide products or services to consumers through such platforms. Ymatou (www.ymatou.com) is a typical representative of this model. It allows “buyers” (individual sellers) and “merchants” (corporate sellers) to enter the platform and provides more than 800,000 items. However, the main challenges faced by third-party platforms are how to ensure product quality and handle cross-border returns and exchanges.

Self-operated + third-party platform

This model combines the characteristics of self-production and sales with open entry. For example, Tmall International, Baby Grid, Suning Overseas Shopping, etc. all adopt this model.

Business model division

Overseas purchasing model

Overseas purchasing models include “overseas purchasing platform” and “circle of friends overseas purchasing”. The former, such as Taobao Global Shopping and JD.com Overseas Shopping, enrich product categories by attracting third-party sellers; the latter relies on social platforms such as WeChat to complete transactions.

Drop Shopping Mode

The Drop Shopping model is a consignment sales model. The e-commerce platform does not need to stock products. It only needs to pass the order information to the supplier, and the supplier will ship directly to the consumer.

Shopping guide/rebate platform model

The main function of this model is to attract traffic and guide transactions. The shopping guide platform will give back part of the rebates obtained to consumers as rebates.

Division of regulatory models

Online shopping bonded import model

Enterprises deposit goods in special customs supervision areas or B-type bonded logistics centers in advance. When consumers place an order, the goods are shipped directly from China, saving international logistics costs.

Direct purchase import model

Under the direct purchase import model, companies store goods overseas and wait for consumers to place orders before packaging and shipping them to the country.

Other models of import cross-border e-commerce

MC mode

Manufacturers provide products or services directly to consumers through online platforms. Tmall Global is an example of this model.

Bonded self-operated direct procurement model

The e-commerce platform directly participates in the supply organization, logistics, warehousing and other processes, and builds its own warehouse in the bonded area. JD.com, Jumei Youpin, Miya, etc. all adopt this model.

Buying handmade products overseas

Overseas personal purchasing agents set up shop on the platform to sell long-tail non-standard products. Taobao Global Shopping, Yangquan, Haimi, etc. are such platforms.

Content sharing/community information mode

Guide consumption through content and achieve natural conversion. Xiaohongshu is a representative of this model.