Although the investment cost of this heavier model of self-operation is higher, it is mostly due to the need to control the supply chain. NetEase Kaola, Vipshop, Jumei Youpin, etc. are among the first echelons. Kaola Overseas Shopping relies on the resource tilt and traffic import of its parent company NetEase’s 700 million users. It has a strong backend and front-end. It has a unique “media + B2C e-commerce” feature and once ranked first in order volume. It has an overseas team and controls overseas supply sources. , occupying 200,000 square meters of bonded warehouses in pilot cities such as Hangzhou, Ningbo, Zhengzhou and Chongqing, and continuing to expand 250,000 square meters in Ningbo. The total area of bonded warehouses ranks first among cross-border e-commerce.
Jumei is a successful case in the rapid transformation of cross-border import in e-commerce. It quickly entered the cross-border market with Japanese and Korean beauty products. The cross-border bonded import once ranked first in the country, focusing on cosmetics, maternal and infant products and The three major categories of luxury goods have tens of thousands of square meters of bonded warehouses in the Zhengzhou Free Trade Zone.
Import cross-border e-commerce may be the last melee for domestic e-commerce, and it is also an opportunity and new growth point to rewrite the domestic e-commerce landscape. The powerful faction has slightly better “internal skills”, while the young faction has poor “moves”. Mi Tao, which was once famous, went from failure to bankruptcy. On the surface, it was a financing problem. In essence, it was blind expansion that made cash flow difficult to sustain and frequent low-price promotions. The business strategy is to gain consumers’ attention by selling a single hot product at a low price or at a discount, and seize the market to a certain extent, but it is not sustainable to compete head-on.
Unlike local e-commerce companies that use frequent discounts and promotions to help domestic manufacturers digest inventory, imported supply is unstable, inventory rates are low, and most of them are cash transactions. The logistics cycle is long, and skills cannot stand up to tricks. “Internal injury” problems such as stockouts and flow interruptions occurred. Pathfinders in the industry must go through hardships, and the key to long-term marathon running is to control the rhythm.