A group of early sellers with export e-commerce experience established their own independent B2C foreign trade e-commerce websites. Most of these websites started with 3C electronic products or clothing. With the dividends of manufacturing in China and low-cost initial traffic, they later grew into super Sellers are the leaders in the industry. If most small and medium-sized sellers are “parasitic” on the platform and cannot help themselves, then some super large sellers have grown into “iron hat kings”. Established cross-border e-commerce B2C players all started out ten years ago. It can be said that they have stepped on the right foot, seized the opportunity, and gone through a lot of hard work to become the industry leader.
If it weren’t for the intensive debut of listings, mergers and acquisitions or import expansion in the past two years, many of them would really be diving deep into the world, using multiple sites, stores, and platforms to browse their independent multi-lingual foreign trade retail websites. In foreign countries, “Paiwu Cloth Store” is running wildly on various major platforms. It knows the front-end market well and the back-end supply chain is silent. This kind of almost hidden operation will gradually become more and more impressive after a lot of accumulation. Some sellers have collapsed or been acquired. Most of them have implemented wrong strategies or major policies. Otherwise, it will be difficult to break through the advantage of first entrants.
In the past three years, the export cross-border e-commerce market share has become increasingly stable. Super large sellers include Lantingjishi, DX Global, Youkeshu, Bestai, Sanzhou, Aoji, and Price Chain. , Dalong.com, Milan.com, Saiwei, Zongteng, Digital Times, Haofang, Danhong Haotian, Shenzhen Lianke, Anker Haiyi, Yitang.com, Sihai Shangzhou, etc., among which the first eight have been listed.
However, the cross-border B2C market changes so rapidly that it is difficult to say which gradient each company is on. There are about 5 companies in the industry with a revenue of more than 2 billion yuan, about 10 companies with a revenue of 1 billion yuan, and dozens of companies with a revenue of 100 to 500 million yuan. Among the large sellers that control the supply of goods, Global.com ranked first with revenue of 3.7 billion yuan in 2015, and its market share was only 1.23%. What are they selling? You can sell everything, 3C, clothing, home furnishings, toys, auto parts, adult products, etc.
Judging from the annual report, the profitability indicators reflect the characteristics of fast revenue growth and high gross profit margin, with gross profit margins above 40%. Corporate sellers, not e-commerce platforms, are essentially self-operated to earn the difference between purchase and sale. The test is the control of efficiency and cost. At present, the industry is relatively fragmented and the market dividends are still there. Companies with higher supply chain management capabilities are expected to control more upstream resources with the help of capital, continue to grow and develop through scale effects, and ultimately compete around “brand and supply chain”.
Since the general pattern has not changed, the big sellers are currently in a relatively stable growth trend, basically doubling or growing by more than 50% every year. They have advantages based on factors such as price, traffic, and service. In addition, With more sellers joining, this demand exposure has become very crowded, so small and medium-sized sellers urgently need to find segmentation and differentiation. While many small sellers are still being punished by repeated store openings on the platform, the “multi-platform, multi-store” strategy of big sellers has never stopped.
Take the newly listed Shenzhen Saiwei Network as an example. According to its financial report, self-operated independent malls ressLink and NewDressDressGal account for less than 10% of total sales, and Yamama’s sales account for 30%. Major platforms have opened more There are 252 sub-stores, and it also has women’s clothing brands, underwear brands, home wear brands, sex toy brands, men’s clothing brands, home furnishing brands, electronic brands, etc., such as Zeagoo, Finejo, Acevog, etc. Most of the independent websites belong to these big sellers, which will be discussed later. It can be said that these big sellers are online dealers and retailers. Although the industry is clamoring that the prospects of foreign trade B2C without product technology accumulation and branding are bleak, this kind of sales of buying low and selling high has never changed.
A tiger cannot resist a pack of wolves, and platforms may not be dominant in certain fields. In fact, major professional sellers are no longer satisfied with making money in silence, and have gradually begun to deploy in the capital market. Under the current background of the so-called “entrepreneurial capital winter”, the cross-border e-commerce industry is still favored by capital, and future changes will inevitably will be more rapid, and the corresponding business model of the industry will also develop in a more professional and diversified direction. Import and export will take all, and the living space of small sellers will be further squeezed. Therefore, when looking at the development of the cross-border industry, first look at the platform and secondly, look at the leading sellers. They basically represent the trend.