How to meet the “global buying” needs of young consumer groups?
It is understood that the cross-border e-commerce Ocean Terminal has completed hundreds of millions of yuan in D+ round of financing, and the investor is Shengshi Investment. It is reported that Shengshi Investment is an equity fund of funds, which has invested in Qiming Venture Capital, Legend Capital, Songhe Capital and other institutions. The last round of financing for Ocean Terminal was in January 2020, when it was officially announced that it had received hundreds of millions of yuan in Series D financing from Sina Weibo.
China’s imported cross-border e-commerce development time is not long, but the speed is amazing-the market size has reached 2.47 trillion yuan in 2019, and the number of overseas online shopping users exceeds 1.25 Billion people.
The huge market has also attracted many players. Among them, Ocean Terminal was established earlier and launched on the platform in 2009. Before and after 2015, large platforms such as Tmall Global, NetEase Koala, and JD Global Shopping entered the market, and imported cross-border e-commerce entered the most competitive stage. In 2019, Ali’s acquisition of NetEase Koala is considered to be a landmark event in the change of the industry pattern.
Generally speaking, the three most important considerations for users to choose a cross-border e-commerce platform are authenticity, price, and category richness. The mainstream imported e-commerce in China can be roughly divided into B2C and C2C models. From these dimensions, each has its own advantages and disadvantages:
Take NetEase Koala as the representative, the B2C model has relatively high quality and service guarantees, but requires high platform funds, the richness of the goods cannot be balanced, and the inventory pressure is relatively high; Ocean Terminal adopts the C2C model, borrowing the power of buyers to enrich the products, and the capital pressure is small. The problem with this model is that the buyer’s service is non-standard, and the user experience is difficult to guarantee.
Previously, Ocean Wharf claimed that the platform had 80,000 buyers. It is worth noting that the roles of buyers and daigou agents here are not the same: a large number of small and medium-sized daigou agents do not operate as formal entities, and the domestic buyers of Ocean Terminal are generally trading companies; daigou agents purchase according to user needs, and buy The hand must pre-judge the “active selection” based on the trend. In addition to the acquisition channel, the more test is the vision.
However, after the “New E-Commerce Law” was officially implemented in 2019, daigou agents are facing the challenge of formalization and transformation, and a new model has emerged in the market-the S2B2C platform represented by Dingdang’s overseas warehouses, for small B Daigou provides one-stop service including supply chain, which has been discussed.
According to the previously officially disclosed data, as of January 2020, Yang Dock has a daily purchase of one million items from 83 countries around the world, including high-end luxury goods, light luxury goods, jewellery, and daily life. Use as well as niche products from various countries. Beginning in 2019, Yangquan Dock has increased its investment in overseas online shopping,Daily average customer unit price Over 400 yuan, the customer unit price of the live broadcast room is more than 1500 yuan.
In 2020, export e-commerce companies have received a wave of epidemic dividends, but import e-commerce companies have suffered a lot. But in the long run, China’s post-90s and post-00s young consumer groups are rising,they are “global The demand for “buying” is extensive and individualized, with subdivided categories and diversified brands. However, the actual global products entering China are only a small part, and many needs have not yet been met.
In the past ten years, the industry has been in the infrastructure construction stage. With the improvement of supply chain, logistics and other links and the improvement of consumer awareness, cross-border e-commerce will continue to It has great potential for development. However, for Ocean Terminal, in the context of the large number of giants and the further increase of industry concentration, how to use the differentiated advantages to gain the favor of young people is still a big test.