Introduction: In recent years, domestic e-commerce competition has become increasingly fierce, the market is gradually saturated, and the profit margin is getting smaller and smaller. The blue ocean of cross-border e-commerce market is becoming the entrepreneurial choice of more and more enterprises and self-employed. The following is the operation mode of cross-border e-commerce I brought to you, hoping to help you.

"Flowers are becoming more and more charming", which is the strongest feeling brought by the current imported e-commerce model. In addition to the most traditional Haitao mode, we divide the existing main operating modes of imported retail e-commerce into the following five categories according to different business forms:

1, overseas purchasing mode

2. Direct delivery/direct delivery platform mode

3. Self-operated B2C model

4. Shopping guide/rebate platform mode

5. Flash purchase mode of overseas goods

Overseas purchasing mode

The overseas purchasing mode referred to as "Haidai" is the second transnational online shopping concept known to consumers after "Haitao". To put it simply, it is a mode that people/businesses living overseas buy the goods they need locally for China consumers in need, and deliver the goods to consumers through transnational logistics.

In terms of business forms, offshore power generation modes can be roughly divided into the following two categories:

1, overseas purchasing platform

The operation of overseas purchasing platform focuses on attracting as many qualified third-party sellers as possible, and will not be deeply involved in procurement, sales, cross-border logistics and other links. Sellers entering the platform are generally small enterprises or individuals with overseas purchasing ability or cross-border trading ability. They will regularly or centrally purchase specific commodities according to consumer orders, and after receiving consumer orders, they will send the commodities to China through transshipment or direct mail.

The overseas purchasing platform takes a typical cross-border C2C platform route. The purchasing platform makes profits by charging the entrance fee, transaction fee and value-added service fee to the settled sellers.

Advantages: it provides consumers with a rich choice of overseas products and a large user flow.

Disadvantages: consumers are skeptical about the real qualifications of the settled merchants, and the credit link of the transaction may

At present, C2C offshore platform is one of the most important problems to be solved. The involvement in cross-border supply chain is shallow, or it is difficult to establish sufficient competitive advantage.

Representative players: Taobao Global Purchase, JD.COM Overseas Purchase, Yi Bei Global Market, and American Shopping Network.

2, friends circle overseas purchasing

Wechat friends circle purchasing is a primitive business form that naturally grows from the mobile social platform based on the social relationship of acquaintances and semi-acquaintances. Although social relations have played a certain endorsement role in the security of transactions and the authenticity of commodities, there are not a few examples of being cheated. With the tightening of customs policy, the qualitative analysis of personal purchasing in friends circle by regulatory authorities is likely to change from gray trade to smuggling. After the integration of the future sea purchase market pattern is completed, this original model may be unsustainable.

Direct delivery/direct transportation platform mode

Drop/drop platform mode is also called drop mode. In this mode, the e-commerce platform sends the received consumer order information to wholesalers or manufacturers, and the latter sends the goods to consumers in the form of retail according to the order information.

As the supplier is a brand, wholesaler or manufacturer, drop shipment/drop shipment is a typical B2C model. We can understand it as a third-party B2C model (referring to Tmall Mall in China).

Part of the profit of the direct delivery/direct delivery platform comes from the difference between the retail price and the wholesale price of goods.

Advantages: deep cultivation of cross-border supply chain, great potential for subsequent development.

A) Under the drop/drop mode, cross-border retail supply agreements are directly negotiated and signed with reliable overseas suppliers when looking for suppliers;

B) In order to solve the cross-border logistics problem, such e-commerce companies will choose to build their own international logistics system (such as Ocean Terminal) or reach a strategic cooperation relationship with postal and logistics systems in specific countries (such as Tmall International).

Disadvantages: slow investment promotion and relatively insufficient traffic in the early stage; The amount of funds needed in the early stage is relatively large.

Representative players: Tmall International (Comprehensive), Ocean Terminal (North America), Cross-border Communication (Shanghai Free Trade Zone), Suning Global Purchase (Intention), Dolphin Village (Europe), Yifan Haigou.com (Japan), Catwalk.com (Global Fashion Department Store).

Self-operated B2C mode

Under the self-operated B2C mode, most goods need to be stocked by the platform itself, so this should be the heaviest category of all modes.

Self-operated B2C model is divided into comprehensive self-operated and vertical self-operated:

1, a comprehensive self-operated cross-border B2C platform

At present, only Amazon and Store 1 are players who can be called comprehensive self-operated cross-border B2C platform, with Wal-Mart behind them.

Recently, Amazon and Store 1 have successively announced their presence in the Shanghai Free Trade Zone to conduct import e-commerce business. The goods they sell will enter the country through bonded imports or overseas direct mail.

Advantages:

A) Strong cross-border supply chain management capability.

Strong supplier management;

A relatively complete cross-border logistics solution.

B) abundant reserve funds.

Disadvantages: Business development will be significantly affected by changes in industry policies.

On behalf of the player: Amazon, store 1 "1 haigou"

2. Vertical self-operated cross-border B2C platform

Vertical means that the platform will focus on a specific category when choosing its own category, such as food, luxury goods, cosmetics, clothing and so on.

Advantages: Strong supplier management ability;

Disadvantages: a lot of financial support is needed in the early stage.

Representative players: COFCO Womai Net (food), Honey Bud Baby (mother and baby), Temple Library Net (luxury goods), Sasha Net (cosmetics) and strawberry net (cosmetics).

Shopping guide/rebate platform model

Shopping guide/rebate model is a relatively light e-commerce model, which can be understood as drainage part and business part.

Product trading section.

The drainage part refers to attracting user traffic through shopping guide information, commodity price comparison, online shopping community forums, online shopping blogs, user rebates, etc.

The commodity trading part refers to that consumers submit orders to overseas B2C e-commerce companies or overseas buyers through in-station links to realize cross-border shopping.

In order to improve the richness of commodity categories and commodities, such platforms are usually matched with overseas C2C purchasing mode. Therefore, from the perspective of transaction relationship, this model can be understood as the combination of Haitao B2C model and purchasing C2C model.

Under normal circumstances, the shopping guide/rebate platform will connect its own page with the product sales page of overseas B2C e-commerce. Once sales are generated, B2C e-commerce will give the shopping guide platform a rebate of 5%- 15%. The shopping guide platform will give some rebates back to consumers as rebates.

Advantages: it is located in the integration of information flow, with light mode and easy business expansion. The drainage part can attract many offshore users for the platform in a short time, and better understand the front-end needs of consumers.

Disadvantages: in the long run, the uncertainty of making the scale bigger is relatively large.

A) Weak control over cross-border supply chains;

B) The entry threshold is low, there are many players, and there is a relative lack of competitive advantage. If it cannot reach a certain sustainable flow scale as soon as possible, its subsequent development may be difficult to maintain.

Representative players: 55 Haitao, Yitao.com (owned by Ali), geek Haitao.com, Haitao City, Haitao House, Sea Cat Season, Extrabux, Youyou Haitao, what is worth buying, American cheap goods.

Flash purchase mode of overseas goods

In addition to the above-mentioned import retail e-commerce model, overseas goods flash purchase is a unique gameplay, which we list separately.

Because the supply chain environment faced by cross-border flash purchases is more complicated than that in China, players who participate in cross-border flash purchases are in the stage of small-scale water testing for a long time.

In September, Jumei Premium's "Jumei Overseas Purchase" and Vipshop's "Global Sale" channels made high-profile appearances on the homepage of the website. Both companies claim to have strong control over overseas suppliers, which are absolutely authentic, universal and all-inclusive.

The overseas flash purchase mode is a third-party B2C mode.

Advantages: once the industry status is established, it will form the advantages of platform network with concentrated traffic and concentrated supply.

Disadvantages: flash purchase mode requires high control ability of supply and logistics; The front-end users have high drainage conversion ability. Any lack of ability in any link may end in failure.

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