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Pay Attention To Cross-Border E-Commerce And Make Waves Overseas

2021/12/21 18:18:00 0

Will high-frequency promotion create fatigue for consumers? What is the impact of rational consumption on the market? Domestic e-commerce and cross-border e-commerce give different answers in this "double-12" period. For domestic e-commerce, the market is quiet, compared with the booming industry or the way to break the situation. For cross-border e-commerce that started late, what kind of industry opportunities does it mean for the fashion industry behind the "double 12" success stories? What is the trend of its growth curve?

The "Double Twelve" of 2021 is over nine God.

Without a month's warm-up and no high-profile war report, the domestic e-commerce giants ushered in the expected calm "double 12" after the "double 11" of "calm and restraint" in previous years. On the other hand, cross-border e-commerce has ushered in exponential growth, especially in the "double 12" market in Southeast Asia, and domestic products play a very important role in high-tech enterprises.

What kind of market rules are being rehearsed behind "cold" or "hot"? As a matter of fact, for domestic e-commerce, the market is quiet on the surface, compared with the booming industry volume, or the way to break the situation. For cross-border e-commerce, which started late, it may have ushered in the highest light moment since 2014.

　　 Ideal consumption is coming out

Domestic e-commerce growth reaches a new high

The undervalued "Double Twelve" seems silent, more like a plan in advance.

When we are still exploring "double 11" from Gmv worship to long-term value, where is e-commerce going? By then, the "script rhythm" of "Double Twelve" may have been written. There's no one month's warm-up, there won't be a swipe of war reports and an exciting Countdown with fast scrolling numbers. According to the real-time monitoring data of the express big data platform of the State Post Office, during the whole day of the "double Twelfth" this year, the postal and express enterprises received 460 million pieces of postal (express) items, with a year-on-year increase of more than 20%, setting a record high.

Undoubtedly, e-commerce business has achieved a new breakthrough once again. For example, the turnover amount of Jingdong luxury goods exceeded 120% year-on-year, and more than 100 brands achieved a synchronous growth of 150%. Nearly 300 official brands participated and achieved a year-on-year growth of over 238%. Among them, Gucci, Prada, Loewe and other brands achieved gratifying results of 118%, 103% and 260% year-on-year growth in Jingdong platform. With the digital growth, the platform is also worth paying attention to its new "playing methods". The rich and diverse platform level playing methods, such as the number one JINGTIE, super seconds, super list and plus members, constitute a grand scene of quality shopping at the end of the year.

On the other hand, Taobao's "double 12" campaign this year is maintaining a great promotion rhythm, It is divided into three stages: water storage (December 1-december 6), warm-up (December 7-December 11), and official sale (December 12-december 14). The "brand new sharing" tool promoted by tmall last year, this year's solution "first order gift" on the merchant side has become one of the largest and most efficient channels for Taoxi platform to pull new ideas. At the same time, for C-end users, The "shopping cart sharing" which appeared in the "double 11" appeared again in the "double 12" with optimization and upgrading scheme. The newly added new functions such as "pay by others after sharing", shopping and chatting together, and "sending one to the loved one" have added "human touch" to the trading platform, It is also a pragmatic tool in the aging market.

However, behind the gratifying growth, it is more or less affected by the "double 11" L'Oreal incident. Both platforms and brands serve consumers in a more direct, more interesting and more practical way with a prudent management attitude. The positive market reaction brought about by this will lay the groundwork for a healthy and sustainable growth.

　　 Made in China sets sail overseas

Explosive growth of cross border E-commerce

Unlike domestic e-commerce which seems to be "silent", cross-border e-commerce has ushered in a bright moment in this "double-12".

For example, Yiwu, which is famous for its small commodities, has witnessed a sharp increase in maternal and infant products, milk powder, cosmetics, health care products and household consumer goods during the double 12 days. The final statistics of the major e-commerce platforms in Yiwu comprehensive protection zone released in the early morning of December 15 showed that the comprehensive insurance zone supervised 248600 cross-border import packages, and 166400 on December 12; Nantong, famous for its home furnishing cotton spinning, has seen a sharp increase in sales in this "double 12" cross-border e-commerce export. In order to better meet the needs of e-commerce enterprises and foreign consumers, its E-port and customs have entered into one month's overtime work; In Ningbo Free Trade Zone, the number of cross-border e-commerce imports reached 899500, up 33.59% year-on-year; The value of the goods reached 209 million yuan, up 36.13% year on year.

In terms of platform, lazada, Alibaba's flagship e-commerce platform in Southeast Asia, which is committed to promoting the development of six markets in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam through commerce and technology, ushered in a new breakthrough in the first day of the "double 12", with an overall sales volume of 9 times of the average daily sales volume; Shopee, an e-commerce platform in Southeast Asia, which has set up cross-border business offices in Shenzhen, Shanghai and Hong Kong to provide one-stop cross-border solutions for Chinese sellers, such as flow, incubation, logistics, payment and language, has witnessed a six fold increase in the number of visits on the "double 12" day, and more than 850 million Pingtai coupons have been used.

Behind the brilliant achievements of the "double 12" in Southeast Asia, it is undeniable that there is a shadow of the success of the "double 11" in China in recent years. In the "double 12" which is similar to Christmas and the "black five", a great atmosphere of Carnival rhythm has been formed among sellers or buyers in Southeast Asia, and they have begun to enjoy the carnival, It can be seen that the concept of marketing Festival has been deeply rooted in the hearts of Southeast Asian merchants and consumers.

In the overseas carnival, Chinese brands have made full efforts in mobile phone accessories, wear, TV, vacuum cleaner, beauty make-up and other categories. Huawei, Xiaomi and other domestic products are deeply loved by Southeast Asian consumers, which is undoubtedly a good thing for China's fashion brands.

In fact, while China's market continues to be optimistic, cross-border e-commerce also breaks out under the concept of "Internet +". As early as 2014, a large number of start-up cross-border e-commerce companies obtained huge amounts of financing, and a number of Internet giants launched the overseas layout of cross-border e-commerce with high profile. That year was known as "the first year of cross-border e-commerce". According to relevant data, in 2014 alone, there were 5000 cross-border e-commerce platforms in China, and the total amount of cross-border e-commerce transactions exceeded 4 trillion.

In recent years, with the support of policies, the obstacles in the development of cross-border e-commerce, such as payment, logistics, customs declaration and inspection, have been removed one by one. The cross-border e-commerce with continuously improved categories and supply chain construction has rapidly become popular, and its potential incremental market can not be underestimated.