The flash sale model has its own uniqueness. For example: the products sold are mainly internationally renowned brands; the sales method is limited-time special sales; the product price is generally 10% to 50% of the original price; the sales time is generally 5 to 10 days, and the product ends when it is sold out; the user payment has a time limit, generally 20 minutes, and the transaction cannot be completed after the time limit. This model originated in France and is also known as the limited-time rush sale model in China.
Compared with other cross-border e-commerce operation models, the overseas product flash sale model is different in many places. Because cross-border flash sales have more variable factors in product supply than domestic ones, most operators who adopt the flash sale model have not applied it on a large scale for a long time.
Jumei Youpin launched “Jumei Overseas Shopping” in September 2014, and Vipshop’s “Global Special Sale” channel (later renamed “Vipshop International”) was officially put into operation. Both platforms are good at managing overseas suppliers, and reliable product quality, free shipping around the world, and good service have also become their promotion focus. In addition, some third-party B2C platforms have adopted the overseas product flash sale model.
Advantages: When the platform adopting this model develops to a certain extent and has a certain reputation in the industry, it is easy to gain greater advantages in terms of traffic and product supply.
Disadvantages: The platform adopting this model must have a high level of ability in product supply and transportation; it must accumulate users in a short period of time and guide users to consume; it must also grasp the operation of each link.
Typical representatives: Mitao.com, overseas shopping launched by Jumei Youpin, Vipshop Global Sale, Tmall International Global Flash Sale, etc.
Mitao.com is the name after CN Haitao changed its name. When CN Haitao first entered the field of overseas shopping, it operated in a shopping guide mode. Later, the platform discovered the shortcomings of the shopping guide model and began to adjust its own development direction, focusing on limited-time special sales, and gradually expanding its development scale in the field of overseas shopping.
In terms of the control of overseas suppliers, Mitao.com, through its own operation, brings together import trade merchants on one platform, allowing domestic consumer groups to conveniently and quickly select the overseas products they need from them. For the transportation of goods, MiTao.com focuses on speeding up customs clearance and provides guarantee for the logistics of goods by adopting the bonded import model.
In September 2014, MiTao.com cooperated with the Guangzhou Customs Department and reached an agreement on the direct purchase import model, which facilitated the logistics of MiTao’s goods. During the implementation of this model, product suppliers, logistics providers, and third-party payment systems can simultaneously obtain accurate data on consumer orders, transport bills, and payment lists.
Jumei launched the “Jumei Overseas Shopping” channel in June 2014, operating in the overseas goods flash post mode. After entering the third quarter, the Jumei Overseas Shopping channel was added to the starting interface of the Jumei platform, which to a certain extent shows that the overseas goods flash purchase business occupies a more important position in the overall operation of Jumei.
Currently, Henan Bonded Logistics Center has reached a cooperative relationship with Jumei. Judging from the content presented on its interface alone, the overseas goods operated by the platform are mainly provided by manufacturers in South Korea and other places.
At the end of September 2014, Vipshop teamed up with Guangzhou Customs to launch the Vipshop Global Sale Channel. The operation of this channel is also carried out through the direct purchase import model, which is similar to MiTao.com. So far, Vipshop’s cross-border commodity business scope has covered Europe, North America and East Asia.
In addition, Tmall International launched the “Global Flash Sale” as the beginning of its cross-border flash sale business. Cainiao Logistics is responsible for the platform’s related logistics costs in the bonded area. On March 18, 2014, No. 1 Store launched an imported milk flash sale event, and eventually sold 600,000 boxes of milk in 5 minutes and 25 seconds, and successfully applied for the Guinness World Record.