So far, in the field of cross-border e-commerce, there are not many comprehensive self-operated platforms that adopt the B2C model. Except for Amazon and No.1 Store, other platforms probably cannot be classified in this category.
In August 2014, Amazon announced that it would set up an international trade headquarters in the Shanghai Free Trade Zone to carry out cross-border e-commerce in an all-round way. In the same month, No.1 Store also announced that it would operate cross-border e-commerce in the region. Bonded import and international express delivery will be its dominant logistics forms.
Advantages: Ability to control overseas suppliers and strengthen supervision of cross-border supply chains; guarantee cargo transportation in the logistics link; generally no shortage of funds.
Disadvantages: Relevant policies will bring huge challenges to platform operations, and fixed asset investment may face a serious crisis.
Typical representative: “No.1 Overseas Shopping” launched by Amazon and No.1 Store.
Although the bonded import model is favored by many industry insiders, No.1 Store and Amazon did not immediately adopt this operating model. The reasons for their cautious attitude can be attributed to the following two aspects: On the one hand, merchants who adopt the bonded import model need to make large-scale investments in the storage of goods. Not only that, they must also accurately grasp market demand and be good at organizing sources of goods. On the other hand, when self-operated cross-border B2C merchants carry out bonded import operations on a large scale, if the direction of relevant policies is adjusted, the companies may be caught off guard.
Because Amazon and No.1 Store are both large in scale and have greater limitations in flexibility, it is difficult for both to expand deeply in the bonded import business. From the perspective of Amazon’s development, it is also necessary to pay attention to the consumption characteristics and behavioral habits of Chinese users during the operation process. eBay did not open up the Chinese market in the end because it was out of touch with the habits of Chinese consumers.