The price war is to add a red-faced cross-border e-commerce.
On April 22nd, NetEase Karahai purchase launched the second round of large-scale promotion activities since the online, \”Koahai purchase,\”, promotional goods cover imported maternal and child, beautiful makeup, food Health, daily home, fashion and so on. Most products do the lowest network, a German import of infant milk powder is even as low as 110 yuan.
According to the latest statistics of China Customs, from 2012, more than 2,000 companies have registered cross-border e-commerce business, Netease, Tmall, Jingdong, Amazon and other giants. In the case, the foreign pier, honey buds, 168 Haitao and other entrepreneurial platforms are also like the spring bamboo shoots, plus the purchasing party in the circle of cattle, in recent years, the competition of cross-border e-commerce has become more intense.
The State Administration of Foreign Exchange announced on March 31, \”2014 China International Report Report\” shows that in 2014, my country’s individual cross-border online shopping enthusiasm, the \”Haitao\” expenditure exceeded 1.5 billion US dollars . In November, in December, it was affected by Western countries’ holiday discounts and domestic online shopping activities. Personal cross-border online shopping spending broke through $ 200 million for two consecutive months, and cross-border e-commerce has become my country’s new growth point of foreign trade.
CEO Zhang Lei said, \”NetEase saw the market, users’ needs, the wind of the relevant policies, combined with its own advantages, experience, and comprehensive layout for the Internet business, choose this time point From cross-border e-commerce to the e-commerce business. \”In fact, Netease has also been explored in the field of e-commerce, especially virtual e-commerce, and Netease lottery and NetEase insurance have become a leader in the industry. This time, NetEase launched the koala sea purchase officially advanced entity e-commerce. At the same time, Netease’s rich product line will also provide support for Karahai purchase.
With the arrival of global trade, cross-border e-commerce is an essential ring, and the space cross-border e-commerce is more space than domestic e-commerce, because the user faces the world Commodities within the range.
Left-handed opportunity, the right hand competition, this is the situation currently encountered by the Karahai purchase, is both a chance, and it will face a cruel competition. How is the Koahai purchase?
First, self-operated. The cross-border e-commerce platform is divided into two kinds. One is a self-operated mode, like a sea purchase, one is the form of platform, provided to third parties, such as Tmall International, and of course there is also an internal to both. Koara sea purchase uses a self-operated form, such a benefit to ensure the quality of the product, such as diapers, milk powder, toilet cover and other products, quality is very critical, the price is second. Of course, a self-operated drawback is that the product is not rich enough, self-operated cannot be like a platform, absorb all brand admission, its own product is limited.
Koala sea purchase is not simple in self-camping, but through the world’s straightforward model, in the preliminary demandHigh overseas goods, and strictly control the quality of goods, improve the experience to shape a word-of-mouth, and gradually expand from all kinds. Different from this and platform, the platform is in a large number of third-party merchants, it is difficult to make the quality to complete control, thus breeding false and shoddy products, and global direct acquisition ensures the quality of the product. It doesn’t mean that \”big and complete\” must be the best. This is the skill of choice. The most important thing is to depends on the location of the website, positioning for the user, and positioning the core product.
Koahai purchase uses the powerful financial support provided by NetEase, and has a powerful control of the supply chain, has been \”overseas wholesale price\” to purchase foreign commodities, which is why Qirahai purchase The price is often lower than the retail price of foreign terminals. At the same time, relying on the \”bonded mode\”, Kora Market purchase will store a large number of goods purchased in China’s bonded area warehouse. At present, Kora Market purchase has already had 14,000 flat bonded area warehouses in Hangzhou, and gradually expanded to Ningbo, Zhengzhou, Guangzhou and other places expansion. This ensures the logistics speed, but also guarantees the after-sales issue of the user, even if the user has the demand for returning, it can be completed in China, exempt from the user to return the freighter of the goods.
Second, micro-ecological circles. E-commerce’s water is really very high, but because of the continuous intensification of competition, the situation of burning money and even paying money is generally existed, so regardless of the long-term development of the company, there is a big hidden danger. In particular, when investors and capital markets are pressed against e-commerce companies, the emergence of the crisis will be accelerated.
Thus, the micro professionally advocated micro-profile advocated is to maximize the interests of branders and users by continuous compression of intermediate linkages and costs, and continue to profit through large-scale operational protection.
Third, it is a nanny service. It is very difficult to enter the domestic e-commerce platform of overseas business, need to break through various obstacles, including time, region, culture, logistics, warehousing, operation, promotion, service, etc., the entire series of processes is very cumbersome, resulting from this The cost is also ultimately transformed into a loss of competitiveness. What should be done in Koala Market is that the merchants only need to produce products, and the rest of them are handed over to Karahai purchase, from sales to the shelves, including to the user’s hand, this series is Karahai purchase . This is very advantageous for the merchants. What they have to do is to ensure the quality of the product, to a certain extent, weaken their energy, no need to enter the domestic market.
\”Koala Haishui Tournament\” is the second wave of promotion initiated by Karahai purchase, which has also thoroughly ignited the price war of the entire cross-border e-commerce industry. Before the price war, it is both washing The card is also the most effective means of expanding the user of Haitao users. In the future, it is necessary to spell the quality and thoughtful service and price, logistics, including the industrial chain.
Of course, the competition of cross-border e-commerce is also very horrible. Tmall International, Amazon, Jingdong, etc. have a long time in this field. The financial resources behind them are also very embarrassed.The opening is a new venue, but also needs to re-create a brand from the market. This is also a big test for the choice of Karahai purchase.
It can be seen that the launch of Koahai purchase, NetEase mailbox, Netease news portal, NetEase news client, Huihui network, etc. have given great help.In the early days of the mobile Internet development, I mentioned that the future is the integration ability of the giants in the industrial chain. Obviously, Koala Maritime is a very good experimental field of NetEase, take the Calai sea purchase as a axThe entire Netease system is to buy blood for Koara sea, thereby opening cross-border e-commerce or even the entire e-commerce market.
Text / Guo Jing, WeChat public number: Guo Jing ‘s Internet Circle (ID: Guojingdequanzi) Do the original dog in the Internet.