The epidemic affects Chinese outbound shopping, so turn on your mobile phone to "scan the world"——
Consumption of imported goods accelerates online
Want to drink high-quality coffee at home?
Imported coffee machine to help; wearing a mask for too long, boring acne causing bad skin?
Japanese skin care products and Korean beauty instruments are used... Although trapped at home by the epidemic and unable to go abroad to "buy, buy", you can still "scan the world" by turning on your mobile phone.
At present, China's cross-border e-commerce has taken a leading position in the world, accelerating the international integration of the Chinese consumer market, and allowing global products to reach Chinese consumers more quickly.
During the "November" holiday this year, Tmall’s international sales increased by 79% year-on-year, and offline shopping experience and online order consumption became popular.
Holiday consumption in the digital age has quietly changed, and it has become a new fashion not to go abroad to scan the world.
Consumers' enthusiasm for "buying the world" is unabated
Tmall International, JD International, Koala Overseas Shopping, Different Overseas Shopping, Suning Tesco...Beijing girl Zhang Xiaohan scratched the screen of his mobile phone, and treasured all the imported overseas shopping apps he had used.
"I just bought a Gucci belt on another one two days ago. After removing the tariff subsidy from the platform, the price is very suitable." Zhang Xiaohan said, "Now you can buy cheap and easy-to-use authentic imported goods without going abroad. ."
Li Yunhan is a cat "poop shoveling officer". She said that one of the procurement tasks of this year's "Double 11" is to stock cat food and cat litter on JD.com.
"The cat food I often buy is a brand in the United States. There is an official flagship store on JD.com and it is delivered from the bonded warehouse within a week. It is fast and convenient, and there is no need to worry about quality issues." Li Yunhan said.
Due to the impact of the epidemic, this year's outbound travel situation is not good. Many tourists who love "buy, buy, buy" cannot leave the country, and overseas consumption has further returned.
With the online Shanghai Taodian, you can scan the world without going abroad, satisfying most consumers' demand for imported products.
Who likes to buy imported products?
"From the perspective of Tmall International, there are three main categories of imported consumers." The relevant person in charge of Tmall International told reporters, "One is the post-00s students who are mainly interested in socializing. Haitao is for them to explore. And the way to experience the world; one is urban female white-collar workers who are mainly born in the 90s, who love early adopters and meet their needs for more exquisite beauty; the other is a family group dominated by mothers who like to buy maternal and child products Imported products pursue safety, quality and convenience."
The person in charge also pointed out that from the geographical location of consumers, imported consumers are no longer only distributed in first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen. This year, the number of consumers of imported goods from Shanxi and Hebei is increasing rapidly.
Data from JD.com also shows that among the users of imported goods, the number of users in Tier 4, 5 and 6 cities has increased the fastest, nearly doubling year-on-year.
Which types of imported goods are more popular?
The person in charge of JD International told reporters that the most popular products among young people are high-end imported skin care products, such as eye creams and facial masks, followed by Nintendo game consoles.
The most popular products for users in sinking emerging markets are infant milk powder and bone health products.
The enthusiasm of consumers to "buy, buy, buy" is also directly reflected in the numbers.
According to customs data, in the first three quarters of this year, China's import and export volume through the customs cross-border e-commerce management platform reached 187.39 billion yuan, a year-on-year increase of 52.8%, far higher than the overall growth rate of foreign trade.
"In the first three quarters, cross-border e-commerce import and export trade volume maintained an upward trend, becoming a highlight of stabilizing foreign trade." said Wang Jun, director of the Port Supervision Department of the General Administration of Customs.
Zhang Manan, chief researcher of the US-Europe Institute of the China Center for International Economic Exchanges, pointed out that the rise of China's cross-border e-commerce during the epidemic prevention and control period is not unexpected.
“First of all, China’s commercialization in the field of digital economy, especially the provision of personalized services, is at the forefront of the world.” Zhang Monan said, “Secondly, the epidemic has changed our consumption patterns. Environmental e-commerce is expected to become an irreversible trend."
In Zhang Manan's view, cross-border e-commerce is an important carrier that promotes the domestic and international double cycle in the context of opening up the policy barriers of the domestic market and stimulating market vitality and potential.
"The development of cross-border e-commerce can stimulate the circulation of China's entire elements, open up the industrial chain and value chain, and thus help optimize the allocation of industrial resources." Zhang Monan said.
Speeding up the pace of overseas businesses in China
Recently, @cosme, Japan’s largest cosmetics word-of-mouth website, announced its entry into Tmall International’s overseas direct purchase through a “cloud contract”. The two parties will introduce the latest and most fashionable cosmetic brands from Japan to the Chinese market through the overseas warehouse model.
Affected by the epidemic, the number of Chinese consumers traveling to Japan this year has dropped sharply, and sales of local Japanese beauty brands have been blocked.
"China's cross-border e-commerce market is constantly growing. We hope to further help Japanese beauty brands enter the Chinese market, so as to create more consumer choices for Chinese consumers." The president and chief executive officer of the istyle group of Japan who runs @cosme Official Yoshimatsu Tetsuro said.
During the epidemic prevention and control period, China, which has a huge domestic demand market, has become the focus of overseas merchants' layout, and more and more overseas merchants have accelerated their entry into China.
In order to capture China's huge consumer market and welcome the upcoming "Double 11", global overseas industry belt merchants are busy-the camels of the royal family of Dubai, 5000 kilometers away, began to "work overtime" in June this year. Milking, "Double 11" plans to launch camel coffee, camel milk beauty and personal care products; "South America and New Zealand" Uruguay cows are also very busy, the stock is equivalent to the annual milk supply of 10 local medium-sized farms; Ethiopian coffee farmers They are actively rushing to work and preparing for their first "Double 11"...
"This shows that the Chinese market is very attractive." Zhang Monan pointed out, "Under this background, many foreign small and medium-sized enterprises hope to use the advantages of the Chinese market to obtain greater development opportunities. If they enter the Chinese market through general trade, It's not that easy, but if you catch the express train of China's Internet platform, you can greatly reduce its entry into the Chinese market."
In addition to common facial masks, fruits, milk powder and other categories, overseas luxury goods are also accelerating their arrival in the Chinese market.
Many cross-border e-commerce platforms have developed official cross-border direct mail services for luxury goods. They have launched special jets to deliver 7-day global delivery, overseas counters are updated simultaneously, and official direct purchases of overseas originals. Not only Hermes, Dior, Louis Vuitton, etc. Luxury brands such as, Gucci, etc. also have limited editions and novelty products such as the 1978 Martell Cordon Bleu Collection, which is limited to 2,800 bottles worldwide, the German Lady's face cream 111SKIN, and the Japanese sleep artifact Pulse switch.
In addition to the big luxury brands, a large number of new brands and niche brands that have entered China for the first time have emerged on cross-border e-commerce platforms, and they have become the "new middle class".
"Cross-border e-commerce has become an efficient and convenient channel for overseas businesses to incubate new brands and explore new import tracks." The relevant person in charge of Tmall International told reporters that the cross-border model has significantly reduced the domestic registration of new overseas brands and products. The time and procedures for new products can be synchronized with overseas zero-day launches, so as to better help new overseas brands quickly test the Chinese market.
"Take the beauty industry as an example. In April this year, Tmall International launched the imported beauty'make new' plan. It will introduce 800 new overseas beauty brands in the next year, and incubate more than 50 new brands. The annual turnover is over 10 million yuan. ."
China's import market will continue to develop rapidly
The online process of import consumption continues to accelerate. Compared with general trade in goods, cross-border e-commerce involves more complicated processes in logistics, customs declaration, and finance.
What aspects of cross-border e-commerce still need to be improved?
"From the perspective of the domestic environment, cross-border e-commerce still faces problems such as high logistics costs and high return costs. Coupled with multiple regulatory levels and multiple departments involved, it may increase costs and affect convenience to a certain extent." Zhang Monan said, "From the perspective of the international environment, trade frictions with other countries have also aggravated the instability of imports, and there will be some difficulty in supply."
In response to the need for cross-border e-commerce after-sales service system construction and the high cost of return, in January this year, the General Administration of Customs launched a pilot project for the supervision of cross-border e-commerce export returns, exploring the establishment of efficient, safe and fast export return channels, and in 3 We will comprehensively promote the export return policy every month, support retail exports, special regional exports, and export overseas warehouses to carry out returns to solve the problem of "difficult returns".
At the same time, optimize cross-border e-commerce retail import return measures, extend the time limit for cross-border e-commerce retail import returns from 30 days to 45 days, help companies overcome the impact of logistics delays caused by the epidemic, and help companies improve after-sales service systems.
In terms of ensuring supply, the relevant person in charge of Tmall International stated that Tmall Import & Export has established six major sourcing centers around the world, covering North America, Europe, Oceania and Asia-Pacific regions such as Japan, South Korea, Hong Kong and other places.
The procurement center will solve cross-border problems such as direct supply of origin, traceability, and customs clearance in a one-stop manner, further improving product quality control, reducing the overall cost of overseas purchases, and allowing Chinese consumers to share the dividends of economic globalization.
"Double 11" is coming soon, in order to seize this growth opportunity, all major cross-border e-commerce platforms are gearing up.
Han Rui, vice president of JD.com and head of JD Retail Group’s platform business center, said that in the upcoming "2020 JD 11.11 Global Love Season", JD International will make full use of the top 10 JD.com, pre-sales, and double-ten billion plan. "Strategies", while introducing full discounts and magic coupons, it also opens up online and offline scenarios, enriches consumers' perceptions, and opens more channels for brands to appear.
In addition, during the "Double 11" period, consumers can enjoy "seven days no reason to return", "damage package return", "allergy package return", "quality traceability" and other quality services and guarantees; at the same time, this year JD International achieved all Commodity Jingcang Jing distribution, the customs clearance time of bonded warehouses is shortened to the minute level, and the fulfillment of bonded stocking orders in more than 100 cities across the country can be delivered on the same day and the next day.
The relevant person in charge of Tmall International stated that Tmall International will focus on the five major trends of "super ingredients, cinema technology, star color numbers, craftsmanship, and intensive health" on "Double 11" this year to explore beauty, mother and baby, and health care. New opportunities in the fields of, food, personal care, pets, etc. meet the changing needs of imported consumers.
Zhang Manan pointed out that in the future, China still needs to build a more complete market-oriented system and institutional system.
"Despite the many challenges facing the external environment, we still see a lot of opportunities. China's import business will continue to develop rapidly." She said, "In the future, we should help overseas brands accelerate their discovery of Chinese consumption through the digital capabilities of China's cross-border e-commerce platforms. The preference of the readers, expand the channels to enter China, and obtain new growth."
Kong Dechen