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白鹭资讯跨境电商七大模式的优势与痛点井冈山短柱树参五桠果谷木属绵刺属

发布时间:2022-09-11 05:52:55

【白鹭资讯】跨境电商:七大模式的优势与痛点

【白鹭资讯】跨境电商:七大模式的优势与痛点

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核心提示:核心提示:广东省南沙自贸区白鹭总部http://www.ns-bl.com/电 话:地址:广东省南沙自贸区金涛东街8号301室公众号广告投放,请联系:李冬琳:微 信 ID:catdongbb1027投稿,请联系:蔡楚雯:微 信 ID:chorinchoi 2014年被很多业内人士称为跨境进口电商元年,这一

核心提示:广东省南沙自贸区白鹭总部http://www.ns-bl.com/电 话:地址:广东省南沙自贸区金涛东街8号301室公众号广告投放,请联系:李冬琳:微 信 ID:catdongbb1027投稿,请联系:蔡楚雯:微 信 ID:chorinchoi

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">portant; word-wrap: break-word !important;">2014年被很多业内人士称为跨境进口电商元年,这一年里,传统零售商、海内外电商巨头、创业公司、物流服务商、供应链分销商纷纷入局,跑马圈地。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">2015年,战局初步形成,我们来剖析一下各类跨境进口电商模式的优劣。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 20px;">一、M2C模式:从厂商到消费者,平台负责招商

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; color: rgb(247, 150, 70);">典型玩家:天猫国际,作为开放平台邀请国际品牌入驻

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">优势是用户信任度高,因为这些商家需要有海外零售资质和授权,商品从海外直邮,并且可以提供本地退换货服务;痛点在于,它们的性质大多为第三方代运营,所以价位高、品牌端管控力弱,正在不断改进完善模式中。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 20px;">二、B2C模式:保税自营+直采

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; color: rgb(247, 150, 70);">典型玩家:京东,聚美,蜜芽

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">优势在于平台直接参与货源组织、物流仓储买卖流程,销售流转高,时效性好,通常B2C玩家还会附以 直邮+闪购特卖 等模式补充SKU丰富度和缓解供应链压力。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">而痛点在于品类受限。目前此模式还是以爆品、标品为主,有些地区商检海关是独立的,能进入的商品根据各地政策不同都有限制,比如广州就不能有保健品和化妆品入境。同时还有资金压力,因为不论是搞定上游供应链,还是提高物流清关时效、在保税区自建仓储,又或者做营销打价格战、补贴用户以及提高转化复购,都需要大量资本,爆品和标品的毛利空间极低,却仍要保持稳健发展,资本注入在此刻尤为意义重大。在现阶段,有钱有流量有资源谈判能力的大佬们纷纷介入,此模式基本已经构建了门槛,不适合创业企业轻易入场了。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">这里单独谈一谈大火的母婴垂直品类,前线玩家有蜜芽等。

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portant; word-wrap: break-word !important;">po洪堡百合rtant; word-wrap: break-word !important; font-size: 14px;">母婴品类的优势是,它是最容易赢得跨境增量市场的切口,刚需、高频、大流量,是大多数家庭单位接触海淘商品的起点。母婴电商大多希望能在单品上缩短供应链、打造品牌、获得信任流量,未来逐步拓展至其他高毛利或现货品类,淡化进口商品概念。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">而痛点在于,母婴品类有其特殊性,国内用户目前只认几款爆款品牌,且妈妈们还都懂得看产地,非原产地不买。几款爆品的品牌商如花王等,国内无法与其直接签约供货,母婴电商们的现状都是在用复合供应链保证货源供应,如国外的经销商、批发商,国外商超电商扫货、买手、国内进口商等。这样一来,上游供应链不稳定,价格基本透明,且无毛利,部分玩家甚至自断双臂来大促战斗。目前基本所有实力派电商大佬都以母婴品类作为吸引转化流量的必备品类,而创业公司们则逐渐降低母婴比例或另辟蹊径,开始不同方向的差异化竞争。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;宣城">portant; word-wrap: break-word !important; font-size: 20px;">三、C2C模式:海外买手制

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; color: rgb(247, 1巍山黄芩50, 70);">典型玩家:淘宝全球购,淘世界,洋码头扫货神器,海蜜,街蜜

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">海外买手(个人代购)入驻平台开店,从品类来讲,以长尾非标品为主。全球购目前已经和一淘合并,虽然看来是跨境进口C2C中最大的一家,但也有很多固有问题,比如商品真假难辨、区分原有商家和海外买手会造成很多矛盾等等,在获取消费者信任方面还有很长的路要走。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">优势来看,C2C形态是目前笔者比较喜欢和看好的模式,构建的是供应链和选品的宽度。电商发展至今,不论进口出口还是线上线下,其本质还是商业零售和消费者认知。从工业经济到信息经济,商业零售的几点变化是:消费者主导化、生产商多元化、中间商信息化,而商品核心竞争力变成了个性需求和情感满足。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">在移动互联时代,人群的垂直细分让同类人群在商品的选择和消费能力上有很大的相似度,人与人之间相互的影响力和连接都被放大了,流量不断碎片化是由80后、90后这一代人的价值观和生活消费方式决定的,千人千面的个性化是这一代人的基本消费需求逻辑,因此移动电商应当更加场景化。其次,面对商品丰富度如此之高的现状,节约选择成本也尤为重要 Don't make me think。而C2C达人经济模式可以在精神社交层面促进用户沉淀,优秀买手可以通过自己的强时尚感、强影响力打造一些品牌,获得价值观层面的认同和分享,同时也建立个人信任机制。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">当然C2C的模式还是有它固有的痛点。传统的靠广告和返点盈利的模式,服务体验的掌控度不太好,个人代购也存在法律政策风险,买手制平台的转化目前普遍只有2%不到。早期如何获得流量,提高转化,形成海淘时尚品牌效应,平衡用户与买手的规模增长,都是难点。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 20px;">四、B2B2C保税区模式

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; color: rgb(247, 150, 70);">典型玩家:海豚村

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">以海豚村为例,贸易商/供应商对接前端跨境电商后台,比如用户在蜜芽下单,由海豚村直接出库发货给用户,货物并不会通过蜜芽。跨境供应链服务商通过保税采取邮出模式,与跨境电商平台合作为其供货,平台提供用户订单后由这些服务商直接发货给用户。这些服务商很多还会提供一些供致使在不同时期丈量的压力数据值不同应链融资的服务。优势在于便捷且无库存压力,痛点在于,B2B2C借跨境电商名义行一般贸易之实,接触不到C端用户,长远价值堪忧。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 20px;">五、海外电商直邮

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; color: rgb(247, 150, 70);">典型玩家:亚马逊

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">优势在于,有全球优质供应链物流体系和丰富的SKU;痛点是,跨境电商最终还是要比拼境内转化销售能力,对本土用户消费需求的把握就尤为重要,亚马逊是否真的能做好本土下沉还有待考量。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 20px;">六、返利导购/代运营

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; color: rgb(247, 150, 70);">典型玩家:么么嗖,Hai360,海猫季

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">一种是技术型,玩家有么么嗖、Hai360、海猫季。这些技术导向型平台通过自行开发的系统自动抓取海外主要电商站的SKU,全自动翻译,解析语义,提供海量中文SKU帮助用户下单,这也是最早做跨境电商平台的模式。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">还有一种是中文官代运营,直接与海外电商签约合作,代运营其中文官。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">这两种方式有着早期优势,易切入,成本低,解决了信息流的处理问题,SKU丰富,方便搜索。而痛点在于中长期缺乏核心竞争力,库存价格实时更新等技术要求高,蜜淘等一些早期以此为起点的公司已纷纷转型。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 20px;">七、内容分享/社区资讯

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; color: rgb(247, 150, 70);">典型玩家:小红书

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">内容引导消费,形成自然转化。优势在于天然海外品牌培育基地,流量带到福利社转化为交易,但长远还是需要有强大的供应链能力。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 20px;">三个重要的政策红利信号

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">2014 年 7 月,海关总署的《关于跨境贸易电子商务进出境货物、物品有关监管事宜的公告》(2014年第56 号)和《关于增列海关监管方式代码的公告》(2014年第57 号),政策层面上承认跨境电子商务,认可业内通行的保税模式。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">「6+1」个跨境电商试点城市可享受跨境电商税收上的优惠政策,即通过跨境电商渠道购买的海外商品只需要缴纳行邮税,免去了一般进口贸易的「关税+增值税+消费税」。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">2015 年 4 月 28 日,国务院常务会议中关于降低进口产品关税试点、税制改革和恢复增设口岸免税店的相关政策,表明政府正促进消费回流国内。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 20px;">行业有待完善的几点

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">portant; word-wrap: break-word !important; font-size: 14px; color: rgb(247, 150, 70);">政策探索:portant; word-wrap: break-word !important; font-size: 14px;">税收不会长期高度倾斜在跨境保税上,因为需要考虑与传统一般贸易利益的平衡问题,对检疫标准、保税类目的控制;商检、税务、外汇、海关等各环节变动皆有影响。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">物流清关报税体系不成熟,售后体验难保证:传统跨境物流,转运物流价格高、时效慢,报税清关需要国家政策支持而不断让其流程更通畅。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">portant; word-wrap: break-word !important; font-size: 14px; color: rgb(247, 150, 70);">供应链不稳定:portant; word-wrap: break-word !important; font-size: 14px;">爆品仍占跨境海淘很大比例,平台为了保证爆品供货通常采用复合渠道,价格难以控制,毛利趋近于零。但即便如此,部分电商平台仍旧时常断货无货。

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portant; word苦瓜-wrap: break-word !important;">portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">portant; word-wrap: break-word !important; font-size: 14px; color: rgb(247, 150, 70);">资本驱动,各路玩家即竞争又共生:portant; word-wrap: break-word !important; font-size: 14px;">大佬入局进口电商,创业公司加紧融资步伐屯粮备战,海外电商如亚马逊逐步试水国内市场,物流供应链服务商也在发挥自身行业优势。大佬小弟面对新兴市场都要从头摸索,既竞争又共生。

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word 各项性能均全面优于低碳汽车钢板的1些!important; font-size: 14px;">地址:广东省南沙自贸区金涛东街8号301室

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; width: auto; font-size: 14px;">公众号广告投放,请联系:

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portant; word-wrap: break-word !important;">portant; word-wrap: break-word !important; font-size: 14px;">投稿,请联系:

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