Online shopping is not only a market for young people. Low prices are not the only purpose of online shopping. Unique products and consistent services are more important driving forces. Combining content with products, omni-channel shopping is integrated into consumption scenarios, and online and offline interactions for supplement. The essence of O2O should be supply chain management. Whether it is traditional retail or pure e-commerce enterprises, as long as O2O is involved, they should consider issues from the perspective of the supply chain and think about how to deliver consumer needs; as far as consumers are concerned, O2O is It is an experience, including physical shopping in stores, sample card shopping, mobile phone or store-in-store touch-screen shopping, etc. There are no special restrictions.
Domestic Alibaba is playing with the new concept of “new retail”, and Amazon in the United States has established a physical bookstore “Amazon Retail” on its physical store network to make up for the lack of e-commerce experience. Facts have proved that Amazon Fresh fresh food delivery and Amazon Go food supermarkets are all well received. By increasing contact with customers, they enhance brand perception and make money.
Domestic e-commerce O20 is in full swing. It turns out that service consumption areas such as tourism, catering, ticketing, leasing, etc. have developed more. BAT also regards this area as the focus of investment. Meituan, Didi Didi has even grown into a new giant. Cross-border e-commerce is mainly in the field of imported goods consumption. There are very few domestic O2Os as successful as Bestore, and there are not many successful companies to learn from.
The most critical thing is that it is limited to regulatory policy requirements. Import cross-border e-commerce practice 02 can only allow customers to experience it in stores, and cannot pick up the goods on site. Online orders must be delivered after customs clearance. The operational level has always been very narrow. , can only be regarded as exploration. If an offline store allows consumers to purchase or pick up the goods directly, it is a duty-paid trade commodity, which is no different from buying in a supermarket, and is not the original meaning of cross-border e-commerce. Yangmao, Jumei, Tmall, etc. have explored the cross-border e-commerce O2C field and launched O2O models such as “airport pickup, front store and back warehouse, downtown experience store, and overseas pickup”.
Experience store in bonded area, duty-paid pickup + online purchase with bonded delivery. Previously, the legality of cross-border e-commerce bonded offline stores has been controversial. The Ministry of Finance, the General Administration of Customs, and the State Administration of Taxation jointly announced that under the premise of strictly implementing the tax policy on the import and export of goods, they are allowed to operate in Guangdong, Tianjin and Fujian. A bonded display and trading platform will be established in the special customs supervision area of the free trade zone.
The stores in the bonded area adopt warehouse-style supermarkets that integrate display and purchase functions. They can serve as inventory warehouses and display cross-border imported goods, or sell duty-paid goods directly to consumers. If you purchase through cross-border e-commerce, you usually scan the QR code with your mobile phone to place an order while browsing the products in the store. After the order payment (tax included) is completed, the consumer submits personal information, and the cross-border e-commerce backend reports to Customs declares, and the customs system automatically verifies the legality of consumer purchases. After passing the review, the order information will be transferred to the bonded warehouse for shipment.
Currently, Tempus International’s Haitao.com is piloting cross-border e-commerce experience stores in Qianhai, Xiamen, Qingdao, Kunming, Chengdu and other places in Shenzhen. Canadian supermarket Americo has opened in Beijing, Fuzhou, Ningbo, Cross-border import experience stores have opened in Tianjin and other places, Yonghui Supermarket’s “Global Shopping” experience store has settled in the Fujian Free Trade Zone, and the “Cross-Trade Town” commercial district in Hangzhou, which enjoys preferential policies, can quickly clear customs on site.
Generally speaking, it would be too “useless” for consumers to go to cross-border e-commerce physical stores to experience and touch products if they can only see but not buy, and the conversion rate into the store is not as good as imagined. Therefore, it is very necessary for offline stores to allow consumers to purchase or pick up goods directly, that is, to combine duty-paid imported goods with online cross-border e-commerce to meet the benefits and convenience of users purchasing goods. This is the core.
Speaking of which, suppliers that can provide a variety of general trade imported goods are none other than major retailers. Carrefour and Metro have introduced a large number of European imported goods on their e-commerce platforms, and Wal-Mart has Its APP has launched a nationwide cross-border e-commerce service “Global E-Shopping”, and Rainbow Shopping Mall and Wumart Supermarket have launched cross-border import zones in stores within stores.
Pick up at the duty-free store. The newly promulgated “Interim Measures for the Management of Port Entry Duty-Free Shops” in February 2016 added additional port entry duty-free shops in 16 domestic cities, including Guangzhou Baiyun, Hangzhou Xiaoshan, and Chengdu Shuangliu. There are 6 types of duty-free shops in China: ① Duty-free shops at entry and exit ports, ② Duty-free shops for ship supply, ③ Duty-free shops for transportation vehicles, ④ Duty-free shops for diplomats, ⑤ Duty-free shops for foreign exchange commodities, ⑥ Duty-free shops on outlying islands in Hainan Island, approximately nationwide. There are 262 mainly located at entry ports in Beijing, Shanghai, Shenzhen, Zhuhai and other cities.
Tax exemptions: tariffs, import value-added tax and consumption tax. Led by CITS Sunrise and China Duty Free Mall, they have absolute control over the upstream supply chain, and most of the international luxury brands are their suppliers. Online ordering and airport pick-up, represented by Tmall’s global duty-free store project, realize O2 cross-border shopping experience by introducing duty-free shops from various countries to directly enter the country: consumers can purchase overseas airports in advance through Tmall International before and during their trip abroad. Products in duty-free shops can be picked up directly at the airport duty-free shop when returning home.
In fact, as early as 2012, South Korea’s Lotte Duty Free Store launched a Chinese version of its shopping website, where Chinese tourists can purchase duty-free goods in advance and collect them conveniently when they return home from their trip to South Korea. However, duty-free shops are generally located outside the customs of international airports and are not accessible for daily consumption.
For example, when tourists from Hainan outlying islands make duty-free shopping, they will no longer be subject to the limit on the number of duty-free purchases within a year. As long as the annual tax exemption does not exceed 160,000 yuan, tourists can also do duty-free shopping on outlying islands. Purchase on the online shopping platform opened by duty-free shops, pick up the goods at the pick-up point in the quarantine area of the airport with your ID and boarding pass, and then carry them out of the island.
Imported cross-border e-commerce companies cooperate with offline physical merchants to promote community direct sales. Japan’s KWE displays products sold in foreign goods stores in more than 100 Lawson convenience stores in Chongqing. Lawson follows actual conditions Sales volume charges a handling fee; Suning.com has extended its O2O reach overseas and deployed cross-border O2O by acquiring the Japanese retail chain Laox. The products on its e-commerce platform can be sold in Laox stores, while Tesco sells its products domestically. Platform supply; overseas pick-up, Ctrip.com has launched “Shopping on the go”, where you can buy online and reserve a pick-up time. Before tourists return, someone will deliver the purchased goods to the pick-up point at the hotel or airport for tourists to take back. For tourists who purchase on behalf of friends, there is no need for money exchanges.