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對話天貓國際劉鵬:哪種跨境電商會活不下去? vincent0326  • 2016-07-14 10:26 – Dialogue Tmall international Liu Peng: what kind of cross-border electricity suppliers will not survive?

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跨境貿易中有個”軟三元”概念:一件零售價四元的商品生產成本僅一元。剩下的“軟三元”則是供應鏈各個環節的價值,包括倉儲運輸、訂單處理、批發經銷及零售等。
Cross-border trade has a soft three yuan concept: a retail price of four yuan of commodity production costs only one yuan. The remaining three yuan is the value of all aspects of the supply chain, including warehousing and transportation, order processing, wholesale distribution and retail and so on.

許多產品製造成本已到了無法減少的地步,所以軟三元成了各大企業關注重心。而電商在軟三元改造中的貢獻則是巨大的。天貓國際總經理劉鵬指出,從海外品牌方賣場到中國消費者間有5到10層中間商,而利用電商有望把中間層級控制在3層以內。
Many product manufacturing costs have reached the point where it can not be reduced, so the soft three yuan has become the focus of attention of the major enterprises. And electricity suppliers in the soft transformation of the contribution of three yuan is huge. Liu Peng, general manager of Tmall, said that from the overseas brands to the Chinese consumer market between 5 to 10 layers of middlemen, while the use of electricity suppliers in the middle level is expected to be controlled within 3.

但是,目前國內電商要直接接觸到海外品牌商並不是易事,去國外掃貨去跟國外代理商拿貨仍是大部分跨境電商的主流做法。究竟是什麼原因阻擾國內電商跟海外品牌商合作呢?什麼樣的模式能讓進口貿易的“軟三元”達到最佳優化?
However, the domestic electricity supplier to direct access to overseas brands is not easy, to foreign shopping spree to mainstream practices with foreign agents take goods is still most cross-border electricity. What is the reason for the obstruction of the domestic electricity supplier with overseas brands cooperation? What kind of model can make the import trade “soft three yuan” to achieve the best optimization?

日前,關於全球直供跨境電商背後的邏輯,億邦動力網和劉鵬進行了一場深入的對話。
The day before, a direct supply of global cross-border electricity supplier the logic behind the billion state power network and Liu Peng conducted an in-depth dialogue.

對話天貓國際劉鵬:哪種跨境電商會活不下去?							 							 								 									 									 			vincent0326							 		 							 								 	 • 2016-07-14 10:26 - Dialogue Tmall international Liu Peng: what kind of cross-border electricity suppliers will not survive?

天貓國際總經理劉鵬
Tmall international general manager Liu Peng

一個“噴嚏”利潤空間就沒了?
A “sneeze” profit space is gone?

億邦動力網:在你看來,未來的跨境電商長什麼樣?
Billion state power network: in your opinion, what kind of cross-border electricity providers in the future?

劉鵬:實際上從國內電商發展上看,電商的優點就在於把消費端和供給端中間很多層級進行一個優化,最終的結果就是:1.消費流通層次在減少;2.消費流通環節效率提高。
Peng: in fact, from the development of domestic providers see, the advantages of electronic business is an optimization in the middle of the consumption side and the supply side of many levels, the final result is 1. The circulation of consumption level in reducing; 2. Consumption circulation efficiency improve.

而這放在進口或全球商品流通也是一樣的,未來跨境電商的趨勢一定是全球直供,即跨境電商直接切入品牌方,從品牌方建立供應系統,再進行直供銷售,把進口貿易中間代理、分銷這種體系去掉。
And the import or global commodity circulation is the same, future trend of cross-border electricity must be global direct supply, namely cross-border electricity cut directly brand, from brand establishing supply system, again for direct sales, to import intermediate agent, distribution the system to get rid of.

所以不管是平台還是自營電商,順着供應鏈往上走,跟全球的品牌方或者零售賣場直接來做供應,才會有機會。而現在很多跨境電商所做的“海外掃貨”、“代購”、從海外代理商進貨,通過賣到中國賺取差價的模式在未來必然不可持續的。
So whether it is a platform or self electricity supplier, along the supply chain to go up, with the global brand or retail stores directly to do supply, will have the opportunity. And now a lot of cross-border commercial “overseas shopping spree”, “buy on sb’s behalf”, from overseas agents purchase, by selling to China to earn the difference mode in the future is not necessarily sustainable.

億邦動力網:為什麼代購、海外掃貨模式是不可持續的呢?
Billion state power network: why purchasing, overseas shopping spree mode is not sustainable?

劉鵬:因為當未來全球品牌和賣場方越來越認識到中國市場的重要性后,其全球價格策略、品牌的分銷結構必然會進行調整,留給中間層的空間將會變少,“代購型”的跨境電商就難以生存。當品牌方打一個‘噴嚏’,把價格稍微做個調整,這些中間層的利潤空間一下子就沒了。
Peng: because when the future global brand and sell more and more understanding to the importance of the Chinese market, the distribution structure of the global price strategy, brand will adjust, left middle layer space will become less, “purchasing” the cross-border business would be difficult to survive. When the brand side hit a sneeze, the price a little to make adjustments, the middle layer of the profit space is not a sudden.

實際上,進口電商最終拼的就是全球的品牌商到中國消費者這鏈條是否高效,這高效體現在鏈條中產生的費用、最終產生的成交量和平台對品牌的影響力,誰的方案最優,則必然是主流。
Actually, final fight in import business is global brands to consumers in China this chain is efficient, which is more efficient and reflect the costs generated in the chain, to produce the final volume and platform of the brand influence, whose solutions are optimal, it must be the mainstream.

億邦動力網:對於跨境電商而言,目前合作賣家分很多種:有品牌方、海外零售商以及國內外的經銷商。那按照全球直供的邏輯,你是認為未來跨境電商只跟品牌方進行合作?
Billion state power network: for cross-border business, at present the seller to cooperate points are many: brand, overseas retailers and domestic and foreign distributors. That in accordance with the logic of the world, you are that the future of cross-border electricity suppliers only with the brand side to cooperate?

劉鵬:未來跨境電商主要是跟品牌方和海外零售商合作。實際上零售商也有自己的優勢。首先海外零售商也有自有品牌。除此之外,零售商會和國外品牌商有一個長期的供應關係。而因為這些海外零售商幫品牌商撬動的不光是中國市場,而是整個全球市場,所以這些零售商對品牌商會有更好的議價空間,也會從品牌方那邊得到更多的服務
Liu Peng: the future of cross-border electricity suppliers mainly to cooperate with the brand and overseas retailers. In fact, retailers have their own advantages. First overseas retailers also have their own brand. In addition, retail associations and foreign brands have a long-term supply relationship. And because these overseas retailers to help brands leveraging is not only in the Chinese market, but to the whole of the world market, so the retailer of brand associations have better bargaining space, also get more services from the other side of the brand.

而且,品牌方和零售商兩者是不相違背的。比如天貓國際內,保健品品牌Swisse旗艦店內產品賣的不錯,而同為我們平台上的商家澳洲大藥房Chemist Warehouse賣Swisse的產品銷量也是很好。把品牌商和零售商相結合也是阿里巴巴生態系統上一個最優的布置。
Moreover, the two brands and retailers are not contrary to. For example, Tmall international, health care products brand Swisse flagship store products sold well, while the same as our platform for the business of Australia’s large pharmacy Warehouse Chemist sell Swisse product sales is also very good. The combination of brands and retailers is also an optimal layout of the ecological system of the Alibaba.

億邦動力網:可是品牌商和零售商店鋪呈現方式不一樣,品牌旗艦店只賣一種品牌產品,零售商旗艦店更多的是像一個商場,你認為對用戶而言,哪種購物形態更為主流?
Billion state power network: but brands and retailers present is not the same, brand flagship stores only sell a brand products, retailers flagship store more is like a mall, you think to the user, which kind of forms of shopping more mainstream?

劉鵬:兩種都會存在。其實從線下看,你會看到零售商和品牌商是同時存在的,你賣東西可能到品牌專賣店去買,也會到零售賣場去買。
Liu Peng: there are two kinds of. In fact, from the line to see, you will see that retailers and brands are at the same time, you sell things may go to the store to buy the brand, but also to the retail stores to buy.

拿下品牌商,沒那麼容易
Take the brand, not so easy

億邦動力網:那跨境電商跟這些品牌商和海外零售商合作難度大么?
Billion state power network: the cross-border electricity supplier with these brands and overseas retailers difficult?

劉鵬:一般中小型跨境電商很難做到跟品牌方直接合作的,因為全球品牌商大多在中國或者全球已經有一個很成型的分銷網絡,繞過這個分銷網絡直接跟最上游供應商進行溝通,跨境電商的體量必須夠大。
Peng: general small cross-border business is difficult to do with the brand side direct cooperation, as a global brand business in China or the world already has a very molding distribution network, bypassing the distribution network directly with the upstream suppliers to communicate, the volume of cross-border electricity must be big enough.

所以品牌方是很現實的。誰能夠幫助他們中國產生銷售額,誰能夠幫助他們把品牌做推廣到本地,誰能夠給他們更多的消費者數據,品牌商就願意和誰合作。
So the brand is very realistic. Who can help them produce sales in China, who can help them to promote the brand to the local, who can give them more consumer data, brands who are willing to cooperate with.

億邦動力網:那電商平台方通過什麼樣的模式跟品牌方合作,以達到最大效益,給他們產生銷量?
Billion state power network: the business platform party through what kind of brand and model of cooperation, in order to achieve maximum benefits, give them generate sales?

劉鵬:在全球直供模型中,包含了電商平台、品牌和服務商三個角色。
Liu Peng: in the global direct supply model, including the electronic business platform, brands and service providers three roles.

服務商主要指菜鳥網絡這類物流服務商以及淘系的TP(TaoBao Partner,淘拍檔)這類第三方代運營商。
Service providers mainly refers to the rookie network this kind of logistics service providers and scouring of TP (Taobao partner. The partner Amoy) such third party on behalf of the operating business.

因為品牌商大多根植於海外,所以不可避免的有些品牌商是不懂得如何在中國電商的,這時服務商的作用就尤為重要。在代運營商的幫助下品牌商和國外賣家就能可以不用花費較大精力就能在中國經營電商
Because brands has more rooted in overseas, so inevitably some brands is do not know how to do business in China, then service provider role is particularly important. Under the help of the brand operators and foreign sellers can not spend more energy will be able to operate in china.

實際上品牌方、平台方和服務商直接三方協作就是去掉很多代理商和中間層的過程,這是跨境電商比較有優勢的模型。而在這個模型中,如何把相關費用進一步降低,如何優化物流,怎麼提高ROI(投資回報率),電商如何跟海外商家開發貨品,這一系列事情則由上述三方共同去研究討論。
In fact, the brand side, the platform side and the service provider directly to the three party collaboration is to remove a lot of agents and the middle layer of the process, which is more dominant model of cross-border electricity suppliers. And in this model, how to further reduce the costs associated with, how to optimize logistics, how to improve the ROI (return on investment), business how to with overseas businessmen to develop goods, this a series of things is by the three parties together to discuss.

億邦動力網:那當這些品牌方和零售商跟平台方進行合作后,隨着商家越來越多,類似天貓國際這類平台方該用什麼機制讓所有合作商家的銷量達到全面提升呢?
Billion state power network: the when the cooperation of these brands and retailers with the platform, with more and more businesses, similar lynx international the platform side the with what mechanism for all business cooperation sales reached comprehensive upgrade?

劉鵬:作為平台方,天貓國際會開放對商家都適用的平台性工具,在這個工具基礎上,商家的運營能力和商家使用平台的工具能力尤為關鍵的,所以平台的特點是對於所有人都是透明的,這個透明是有一定的規則前提下的透明。在有規則和平台工具下,所有的商家不管做多大、多小都是存有一定機會的。
Peng: as a platform, the lynx will open to business are applicable to the platform tool, this tool based on, business operations and businesses use the tools capabilities of the platform is the key, so the characteristics of the platform is for everyone is transparent, the through Ming is the premise of certain rules of transparent. Under the rules and platform tools, all businesses no matter how big or small, there is a chance of a certain.

當然,在做活動的時候,大的商家有一定的備貨的能力,對貨品有一定掌握能力、價格也會更合適,這種情況下平台就要考慮消費端的利益,最終肯定是優質貨品、優質價格的商家貨品會推薦給這樣的消費者,這是不可避免的平台機制。
Of course, when doing activities, large businesses have the ability of stocking certain, of goods have must master the ability, the price will be more suitable. This platform to take account of the interests of the consumer side of, will eventually be high-quality goods, prices of high-quality businesses goods will be recommended to such consumers, which is the inevitable platform mechanism.

內容和個性化推薦需同時抓
Content and personalized recommendation to be caught at the same time

億邦動力網:那在全球直供的模型中,平台本身的發展重心應放在哪裡?
Billion state power network in the world: the direct supply model, the focus of development of the platform itself should be placed where?

劉鵬:目前跨境電商平台看的比較重的有兩個方面。
Liu Peng: at present, there are two aspects of cross-border business platform to see more heavy.

第一是內容。現在內容跨境電商越顯重要。這裡的內容不止局限於貨品本身的描述,還包括電商陳列一個貨架時該品放一個什麼樣的商品和價格電商該如何把這個貨品的利益點清楚地向消費者展示。
The first is the content. now the content of cross-border electricity suppliers is more important. This is not limited to the description of the goods themselves, also includes business display shelf when the goods on a what kind of merchandise and prices, the electricity supplier to the point in the interests of the goods clearly to consumers show.

這裡的內容展示方式有很多,有文字、直播、或者圖文。但不管電商是用什麼方式,都必須保證自己跟消費者一個很好的互動,這類型的內容運營是非常重要的。
There are many ways to display the content, there are text, live, or graphic. But no matter what the electricity suppliers are used, they must ensure that they have a good interaction with consumers, this type of content operations is very important.

而對於平台而言,內容的產生必須有一個更有效的產生機制,而不是單純的只是讓品牌商去寫,因為品牌商自己去描述產品,必然都會誇自己是好的。
For the platform, the content of the production must have a more effective mechanism, rather than simply let the brand to write, because the brand to describe their own products, it is necessary to boast that they are good.

第二是個性化推薦。中國消費者越來越小眾化,可能在未來很多人在吃的、用的、穿的都會形成一個小群體。如何對這種個性化的需求提供個性化的推薦,這是所有電商都在考慮的事情。
Second is personalized recommendation. China consumers are increasingly popular, many people in the future may form a small group in eating, use and wear will. How to provide personalized recommendations for this personalized needs, which is all the electricity suppliers are considering things.

舉個例子,天貓國際在做活動的時候入口的圖片就是個性化展示,不是所有消費者看到入口的圖片都是一樣的,你瀏覽過跟活動相關貨品,你所看到的入口圖就可能跟其他消費者看到的入口圖不一樣。
For example, the lynx international activities when pictures of entrance is personalized display, not all consumers see pictures of entrance is the same, you browse through activities associated with the goods, you can see the entrance map may see with the other consumer entrance map.

實際上,在個性化推薦時代,不同類型的消費者根據其瀏覽習慣和消費特點,他們在無線端看到的頁面、商品排序,跟傳統的呈現方式都會有所不同。這將更有助於消費者更快地去做出選擇、進行購買決定以及發現更好的貨品。
In fact, in the era of personalized recommendation, different types of consumers according to their browsing habits and consumption characteristics, they see the wireless side of the page, the product sort, with the traditional presentation will be different. This will help consumers more quickly to make choices, make decisions and find better products.

億邦動力網:你談到要讓消費者更快去做出選擇,但有的內容推薦商品的話有時需要消費者看完內容才能做決策,這會否導致消費者決策變慢?
Billion state power network: you talked about to let consumers faster to make a choice, but some content recommend commodity words sometimes need to consumers after reading the content to make decisions, whether this will cause the consumer decision to slow down?

劉鵬:取決於是什麼樣的內容內容屬於一個被動推薦,你可以做一個必買清單給消費者也是內容,這是高效的。此外,內容也分很多受眾群體,不能說同一個商品必須做同樣的內容,而一定要做個性化內容
Liu Peng: it depends on what kind of content. Content belongs to a passive recommendation, you can do a must buy list to consumers is also content, which is efficient. In addition, the content is also divided into many groups, not to say that the same product must do the same content, but must do personalized content.

實際上,中國人的消費潛力是無限的,通過內容的方式可以讓更多中國消費者知道品牌方貨品的特點。消費者不會因為產品便宜而買,而是因為這個商品有用才買。所以“有用”是第一前提,“價格”是第二前提。有的產品在國外這麼流行必然是有原因的,而當這個“原因”被中國消費者接受了以後,這款商品必然會在中國火起來。所以對於跨境電商來說有一個很大的使命就是讓消費者發現全球的好貨。
In fact, the Chinese people’s consumption potential is unlimited, through the content of the way to allow more Chinese consumers to know the characteristics of the brand of goods. Consumers will not buy because of cheap products, but because the product is useful to buy. So “useful” is the first premise, “price” is the second premise. Some products are so popular in foreign countries is bound to have a reason, and when this “reason” was accepted by Chinese consumers, this product is bound to fire up in china. So for cross-border electricity suppliers have a great mission is to allow consumers to find the world’s good goods.

億邦動力網:那這個內容呈現是什麼來驅動的?
Billion state power network: that this is what content to drive?

劉鵬:這一定要靠技術驅動的。在初期大家容易切入內容導購這個市場,比如說雇寫手團隊來寫幾篇好的內容做導購。但是歸根到底電商還是做零售,電商最終做的是圍繞消費者開展的,並把商家端用好,這兩端是很重要的。而能驅動這兩端進行高效連接的一定是技術。
Liu Peng: it must be driven by technology. At the beginning you easy to cut content guide the market, for example, to hire writers team write good content to do shopping guide. But in the final analysis, the electricity business or do retail, electricity suppliers in the end is to do around the consumer, and the business side with good, this is very important at both ends. And it is a technology that can drive the two ends to connect efficiently.

转载请注明:TopsApps » 對話天貓國際劉鵬:哪種跨境電商會活不下去? vincent0326  • 2016-07-14 10:26 – Dialogue Tmall international Liu Peng: what kind of cross-border electricity suppliers will not survive?

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