Driven by the Internet, online shopping has become one of the current mainstream shopping methods, and has become a giant enterprise such as Alibaba and JD. In recent years, with the improvement of the logistics system, the development of import and export trade and the upgrading of users' consumption, overseas shopping has become a new consumption hot spot, and the number of entrants is increasing, which promotes the expansion of the whole market scale.
As one of the domestic e-commerce giants, Ali and Jingdong are also actively laying out cross-border e-commerce market. In addition to the favorable market environment, Ali has acquired Netease koala to improve its advantages, while Jingdong has also strengthened relevant investment and announced a new strategy.
Today, Han Rui, vice president of Jingdong group, head of platform business center of Jingdong retail group and head of Jingdong international business, announced that Jingdong's import business will undergo strategic upgrading, integrate its cross-border goods and general trade import goods, officially launch Jingdong international, the first domestic consumption platform that comprehensively focuses on large import business, and build a reliable one-stop mode of import goods Consumption platform.
Cross border market: the next blue ocean for giants
According to the report released by relevant research institutions, the number of overseas Taoists in 2015 was 23 million, which increased to 41 million in 2016, with a growth rate of 78%. In terms of transaction scale, China's offshore market was only 2.2 trillion yuan in 2013, with a rapid growth of 4.1 trillion yuan in 2014 and 6.4 trillion yuan in 2016.
At the same time, in July this year, the Ministry of Commerce released the statistical survey and analysis report on the supply and demand of major consumer goods, which shows that 79.6% of consumers have purchased imported consumer goods; and in the next six months, 24.1% of consumers said they would increase their purchase of imported consumer goods.
Last year's first import fair reached US $57.83 billion, and this year's second import fair just concluded reached US $71.1 billion, which means that domestic market demand is very strong, and foreign exporters also pay special attention to our market.
Zhao Ping, director of the International Trade Research Department of the Research Institute of the China Council for the promotion of international trade, said that opening to the outside world is China's basic national policy. The door of China's opening will not be closed, but will only be opened wider and wider. Since China's entry into the customs, the general level of import tariffs has been continuously reduced, and the level of trade facilitation has been significantly improved. Under the strong demand for import consumption, the state has continued to introduce a number of favorable policies. This year, it has successively introduced a series of new measures to simplify administration and delegate power, reduce taxes and fees, and expand opening up, so as to continuously optimize the business environment.
She pointed out that e-commerce platform provides an efficient and low-risk channel for foreign brands, and new products can enter the Chinese market through small-scale, high-frequency way to test water. Through large-scale introduction of foreign brands and categories, e-commerce platform can also meet the personalized and diversified consumption needs of domestic consumers.
It can be said that compared with the 'Red Sea' status quo of traditional e-commerce, the development time of online shopping is not long and there are many potential users, so it is still in the 'blue sea' competition situation. From the actions of mainstream e-commerce platforms such as jd.com, alibaba.com and pinduoduo.com, the cross-border e-commerce market will become the place for the next giant to fight
What's the difference between this upgrade of Jingdong international?
According to the Research Report on China's cross border e-commerce market in the first half of 2019 released by aimedia consulting, Netease koala, tmall global and Jingdong Haidun ranked the top three in the world. In the new round of track, Jingdong International's upgrade is also a change to cater to the new trend.
Referring to the change and upgrading, Han Rui said that in recent years, for the large import business, on the one hand, the state and industry give full support to the policy orientation; on the other hand, consumers are eager for a better life due to the demand for consumption upgrading, and the consumption demand for imported goods is strong, especially the demand for the consumption quality of imported goods is constantly improving. It is the constant perception of this reality that, based on continuous deepening and accumulation, we will upgrade the big import business. Jingdong international, starting from "new", will synchronize the world's good things for consumers and lead them to reconstruct their imagination of life.
It is understood that at the beginning of its establishment, Jingdong set foot in the field of import consumption. After years of development, Jingdong's import business has made a full layout in the field of cross-border import and general trade. Among them, the general trade import involves all kinds of commodities such as fresh food, mother and baby, home appliances, luxury goods, etc. in the cross-border import field, the global direct purchase platform built by Haidun is the first stop for many import brands to enter the Chinese market.
With the upgrading of the large import business, general trade and cross-border import will be fully integrated and a new brand "Jingdong international" will be launched. Through the unification and integration of front-end consumption scenarios and the multi-dimensional upgrading measures of back-end business, JD international will become the first domestic consumption platform that focuses on the 'big import' business in an all-round way.
It is reported that this time, through the comprehensive upgrading of four dimensions of consumption scenario, marketing ecology, quality and service, and investment attraction, JD international will bring consumers more high-quality and rich shopping experience of imported goods. Among them, in terms of shopping scenarios, different from the previous scenarios where imported goods are distributed in various categories and hoarding around the world, JD international will cover all imported goods on the JD platform. Now, as long as consumers enter the Jingdong international channel, they are equivalent to entering the import goods hypermarket. They can buy almost all kinds of imported goods, including cosmetics, fresh food, luxury goods, daily necessities and so on. In addition, the imported goods will be marked with "Jingdong international" to improve the accuracy and convenience of users' selection of imported goods.
In terms of marketing, Jingdong international will create a new marketing ecosystem for imported goods, and will open more imported good goods carnivals to let consumers enjoy the shopping carnival; at the same time, it will build a more comprehensive content marketing mode by means of live broadcast, short video, graphic and other means inside and outside the station to help consumers better understand imported goods information.
Relevant head of Jingdong international pointed out that after the upgrade, more social e-commerce play methods will be developed to let consumers enjoy a variety of shopping fun with the help of Jingxi, star stores and other forms. In addition, we will launch a variety of activities, such as brand traceability, factory live broadcast, shop live broadcast, and selection of imported good goods, to meet the requirements of consumers' increasing consumption quality of imported goods.
When talking about the changes in investment promotion, the relevant person in charge said that the first and most important thing is to cancel the invitation system, and now fully open the investment promotion, so that all overseas brands can better settle in. More importantly, Jingdong international will establish an overseas investment promotion website in the later stage. All overseas businesses can connect to China at the first time, and then we can provide one-to-one services, fast audit and professional services, which is the biggest change. For new businesses, we will have a whole service.
How to solve consumers' concerns about fake goods
After the double 11 carnival, it ushered in the annual "black five", and each e-commerce platform began a new round of fierce competition. At today's communication meeting, Jingdong international foreign officials announced that Huang Jingyu has become the "black five spokesperson of Jingdong international". At the same time, in addition to continuing to subsidize users, Jingdong international has also brought different playing methods.
According to reports, black five, as the first big promotion after the upgrade of Jingdong international, has different discounts every day from November 22 to December 1. Among them, the original price of Dyson's portable wireless high-power vacuum cleaner (5-suction head) is 3999 yuan, with the post subsidy of 2999 yuan; the post subsidy of MAC chili smart classic bullet lipstick is 99 yuan; the original price of CASIO G-Shock series multi-functional sports men's electronic wristwatch (ga-100-1a1) is 1299 yuan, with the post subsidy of 499 yuan.
Jingdong said that 'Jingdong International' will also invite the five most live people to make complaints about the two day group live on the day of black battle. 5 people from Zhang Shaogang and chi chi from Tucao conference, and 5 people from Xiao Xiao, Yan and Jing, who are from the "wonderful flower", will be shown live in the live room of Jingdong.
In addition, 'Jingdong International' also announced that the five black conferences will be broadcast live 24 hours a day, and six major venues at home and abroad will be linked. Five anchors connected in real time to attack five major shopping malls, namely Macy's, Ginza, Lotte, Pitt Street, Berlin, and the black five.
As the first big test after upgrading, Jingdong international is well prepared in both playing methods and marketing. Not only that, considering that in order to make consumers worry less and shop at ease, JD international has also made a commitment to quality assurance and service, which has always been the service quality most valued by consumers when purchasing imported goods.
It is understood that this time JD launched the genuine guarantee of "one compensation for one false" and "ten compensation for one false". In addition, after buying the imported goods, we will launch the late to be compensated service in view of the slow delivery of the imported goods at the logistics level. In addition, Jingdong international has also strengthened the whole process supervision of merchants, so as to guarantee the quality of commodities from the source. There are also intelligent chain anti-counterfeiting tracing platform, intelligent supply chain and other professional technologies to protect imported goods and services.
All the above measures are the sincerity of Jingdong. It is believed that the quality consumption established by JD over the years will win the trust of more consumers in the cross-border business again.