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随着生活水平的提高,用户的消费需求、消费理念和消费行为都发生了翻天覆地的变化,电子商务发展日趋成熟和海淘一族的兴起,都促使跨境电商在2016年迎来了大爆发。笔者将以现阶段颇有些口碑的,各有特色但只做跨境零售业务的电商平台:网易考拉海购、洋码头、世舶汇、小红书为代表,从品牌背景、商业模式、商品结构、用户结构这四个方面为大家深度解析跨境电商行业的现在与未来。
一、品牌背景解析
网易考拉海购是网易旗下电商品牌,因有网易门户的媒体资源导流及包括邮箱等在内的多产品渠道推广,这些年积累了一批用户,加上网易本身不错的品牌口碑,因而做自营能够获得用户和上游渠道的认可;洋码头起步较早,2010年搭建的海外购物平台,其创始人团队是有海外学习工作经验的原易趣运营管理者,起初以美国为核心自己搭建物流体系,c2c模式吸引境外买手入驻,价格也有一定优势,但因买手的信誉参差不齐,无法保证一致的口碑;世舶汇是中华网旗下电商品牌,因中华网本身隶属中国国际广播电台,具备国家属性,是全球华人了解中国的窗口,因而选择做跨境电商似乎是顺其自然,世舶汇依托中华网庞大的用户基础和媒体资源,着力构建全球健康生活跨境电商平台,致力于向中国家庭提供可信赖的海外商品及服务,故虽上市较晚,但反而能快速获得行业瞩目。14年上线的小红书,在正式进军跨境电商领域前,主要运营女性社区,社区用户分享了什么,点赞了什么,买什么产品的人最多等等,都为小红书选货提供了很好的建议,利用社区方式,将部分流量带入到电商板块当中,所以转型做跨境电商也是有良好的用户基础的,尤其是女性用户中有一定知名度。
二、模式解析
目前跨境电商平台主要以自营、海外买手代购模式为主。网易考拉海购即自营跨境电商平台的典型代表。自营的优势是电商平台直接与品牌达成合作,保税进口自营自建保税仓,采购价格较低,销售流转高,时效性好,但劣势是对供应链要求高,商品品类受限,目前此模式还是以爆品为主,运营成本高,想要保持稳健发展需要大量资金;而洋码头海外买手代购模式代表。优势是品类以长尾非标品为主,海外买手直接购买邮寄,用户与商家互动性强,但劣势是商品的真假难以分辨,售后服务也存在较大问题;世舶汇目前的经营模式以海外直邮和海外保税备货为主。优势在于直接与海外品牌厂商,一级供货商签订合作,确保商品品质,引进国外消费理念和生活方式,劣势是海外直邮物流时间较长,世舶汇起步较晚,商品品类和数量未形成大规模,;小红书也是B2C自营模式的代表,与网易考拉海购相似在于也是以直采后国内建保税仓形式,不同之处在于其真实用户分享模式带动了自营的福利社的交易转换,优势在于天然海外品牌培育基地,劣势也是商品品类受限。
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