Analysis of direct sales, direct purchase and direct mail models: innovative paths for cross-border e-commerce

In the field of cross-border e-commerce in recent years, the three major models of direct sales, direct purchase and direct mail have attracted increasing attention, and a typical representative of them is Yangquan. Founded in 2009, the platform targets Chinese consumers and is committed to meeting their needs for purchasing global goods without leaving the country. Yangquan’s mobile app brings together world-renowned brand suppliers through the first “scan goods live broadcast” channel and “gather foreign goods” shopping model, thus ensuring the spot inventory of goods and direct mail services of global logistics.

Overview of three-direction mode

The three-direct model of “direct sales, direct purchase, and direct mail” shows that overseas retailers can sell goods directly to Chinese consumers, while consumers purchase through the platform, and finally the logistics company is responsible for the direct mail service. In this model, sellers on the platform are divided into two categories: individual buyers (C2C model) and merchants (M2C model). This model not only improves shopping convenience for consumers, but also strengthens the connection between foreign retail industries and Chinese consumers.

Comparison of advantages and disadvantages

In the context of the booming development of the mobile Internet, the refined segmentation of consumer groups has caused similar consumers to show similarities in their choice of goods and consumption capabilities, which has greatly facilitated the interaction between buyers and users, forming a Create a good social sharing atmosphere. Through the influence of individual buyers, brands can establish a trust mechanism through value recognition. However, this model also faces some challenges, such as the profit model of advertising and rebates, which makes the service experience difficult to control, and the legal and policy risks of personal purchasing. These factors have caused the conversion rate from buyers to the platform to be generally lower than 2 %.

Cross-border e-commerce and duty-paid direct sales of products

When it comes to cross-border e-commerce that is often mentioned, the operating background of the duty-paid direct sales model is mainly based on normal customs clearance and legal trade. Although the concept of cross-border e-commerce is becoming more and more popular, B2C transactions currently only account for nearly 30% of the market, and the scale of domestic e-commerce still dominates. The traditional foreign trade model has significant advantages in preventing counterfeit goods and ensuring product quality. Consumers often face problems such as difficulty in distinguishing the authenticity of goods from fake goods, difficulty in processing returns and exchanges, and difficulty in safeguarding rights, which makes the safety of purchasing direct mail goods questionable.

On the other hand, the rise of imported boutique supermarkets, such as China Resources Ole’, V+, etc., has filled the market’s demand for imported goods, especially in first- and second-tier cities. These supermarkets mainly focus on imported food and daily necessities, showing consumers’ yearning for high-end imported goods.

Future trends

With the continuous innovation and development of cross-border e-commerce, traditional import trade is gradually being changed, and more and more import online shopping platforms have emerged, providing consumers with a variety of choices. Through the extension of terminal services such as large-scale procurement, authorized agency and logistics, cross-border e-commerce is meeting user needs in a more efficient way, and the pricing model of imported goods has become increasingly transparent, allowing consumers to be more rational in their choices.

Through the above analysis, the direct sales, direct purchase and direct mail models of cross-border e-commerce are gradually taking shape, providing consumers with a more convenient shopping experience, and at the same time creating opportunities for multi-party competition and cooperation in the industry.