The four little dragons go to sea, each showing their magical powers. ”
Wenba Jiuling (WeChat*** Wu Xiaobo Channel).
When the domestic traffic pool is gradually saturated.
China's cross-border e-commerce tacitly turned overseas.
Go and conquer the city.
It is known as the "Four Little Tigers of the Sea".
AliExpress (AliExpress), SHEIN
Tik Tok Shop and Temu
Relying on strong domestic manufacturing capacity
Chain and logistics basics
and its own unique business model innovation
Soaring forward in 2023
Stirring up the global e-commerce landscape
The four dragons play differently.
But all of them make the world feel the powerful power of the East.
past year. They account for the world's largest number of shopping apps.
Top four in terms of growth rate. The fierce momentum has forced the traditional hegemon Amazon.
Lower your body. Rush to the battle.
Each has its own powers
Pinduoduo cross-border e-commerce platform temu
It was only launched in the United States in September 2022.
But the speed of its "savage growth" is staggering.
Within a year of its launch, it expanded to.
Nearly 50 countries and regions around the world.
The slogan of the Chinese people to it.
team up，price down”
No strangers. It's Pinduoduo that plays a thief in China.
It's cheap to buy it."
A perfect reproduction overseas.
Coupons and discounts go hand in hand.
Absolute low price advantage
and viral social fission
Become Temu's invincible spear of attack
February 2023.
Temu debuted at the "Super Bowl" in North America
$15 million smashed out of the advertising slogan.
Shop like a millionaire".
Let its ** volume surge by 45% in a day
It can be said to seize the user's mind with a "low price".
A successful attempt.
The "fully managed model" first introduced by Temu
It is the most critical innovation in this round of going to sea
Merchants focus on supply.
It's done by the platform nanny.
Operation, warehousing, distribution, after-sales and other links.
Lower the barrier to entry for merchants.
It also saves effort and worry.
It is convenient for the platform to take advantage of the advantages of industrial clusters.
Achieve dimensionality reduction strike on **.
Temu was able to gain a foothold quickly.
Fully managed" is indispensable.
I saw temu taste the sweetness.
The other three followed suit.
"Full hosting" has become a common choice for overseas e-commerce.
But there is one point that has been criticized for this model.
That is, the pricing power is in the hands of the platform.
The tragic price comparison mechanism means.
The merchant's share of the profit will not be significant.
For this. AliExpress, a subsidiary of Alibaba, took the lead in launching "semi-custodial".
Return the pricing and operation rights to the seller
The difficult logistics and other links are handed over to the platform.
to make up for the inherent shortcomings of "fully managed".
Temu quickly learned the same.
It also announced the launch of its own "semi-managed model".
It's the same name. The lining is different.
Temu is still in charge of pricing.
It's just warehousing and logistics fulfillment.
The merchant is responsible for it.
This just exposes the dark horse of temu.
Shortcomings in logistics.
Another person who is good at playing ** cards is shien
But as a fast-fashion unicorn that focuses more on clothing.
It also values the fashionability of its products.
Therefore, it is quite popular with young people.
It builds a unique "small order quick return" model
Utilize algorithms to track popularity.
*Demand. In small quantities of 100 to 200 pieces.
Test the market reaction.
Only China has the ability to take on such small orders)
If the sales volume is considerable, the order will be returned to production.
Otherwise, production will be discontinued immediately.
This avoids overstocking.
And with the ability to respond quickly.
Create explosive models with a flexible attitude.
So how to track and take care of at the same time.
Countless small orders?
SHEIN vigorously promotes the digital transformation of the ** chain
By helping and nurturing traditional manufacturers to upgrade
Realize full-link informatization
That is, the progress of all links from design to logistics.
You're in control. The world's martial arts are only fast and unbreakable.
The flexible ** chain has created the speed of SHEIN.
A piece of clothing from design to finished product.
As long as 7 days. New 2000+ on the day
Compare the new ZRA twice a week
Got rid of the unknown number of streets.
But shein in gallop
There are also troubles that can't be shaken off.
Fight the world with "fast".
Then "fear of slowing down" can easily become a demon.
past year. Shein moves frequently.
On the one hand, in addition to operating its own brand.
Promote third-party platform business.
While turning on the "buy, buy, buy" mode.
Acquired missguided, etc.
A basket of fast fashion brands.
It was also rumored that it had quietly gone to the United States for an IPO
One word. The moves are not slow, and the pressure is not small.
Compared with. AliExpress, which is backed by Alibaba, has the oldest qualifications.
The style of play is more solid.
It is the only player among the Four Dragons who "builds its own logistics".
Since its establishment more than ten years ago, it has insisted on infrastructure construction
To this day it has been built.
An impassable "moat" for opponents
It has been deployed around the world for many years.
It has covered more than 200 countries and regions.
September 2023.
With the blessing of rookies.
AliExpress launched the "5-day delivery" international express line
It was the first to be launched in 5 places including the United Kingdom, Spain, and the Netherlands.
Let the slow foreigner.
I saw a handful of "Chinese speed".
Even the Korean market was torn open by it.
In October last year.
AliExpress became the first overseas platform to enter the top 3 of Korean e-commerce.
In January of this year. AliExpress's fully launched "semi-managed" service.
Give full play to their own strengths.
And it has become a new trend after Temu's "full custody".
TikTok Shop takes a different path.
Backed by TikTok live broadcast and short ** accumulated
Huge traffic pool
TikTok Shop has it
Strong social attributes and content e-commerce potential
For example, data display.
U.S. users spend an average of 2 hours a day on TikTok
It's hard to resist.
From "brushing, brushing, brushing" to "buying, buying, buying".
Contrast. They only spend an average of $9 per day on Amazon7 minutes.
Seeing such a data gap.
The giant Amazon is also inevitably envious, jealous and hateful.
In the first to test the waters of the Southeast Asian market.
The development of TikTok Shop can be described as a twist and turn.
Invincible.
Over 300 million monthly active users.
to the so-called "damage to the interests of local small and medium-sized enterprises".
Suddenly shut down in the most critical Indonesian market.
Subsequently, it was adopted.
Dialogue with ** and merger with Indonesian local e-commerce.
And, of course, the monetary investment.
Finally, it was approved to open again without any danger.
What happened to him is fully revealed.
Policy risks faced by overseas e-commerce.
In 2024.
TikTok Shop has set ambitious goals.
GMV (Total Merchandise Transaction) $50 billion.
That's more than double the $23 billion in 2023.
Judging by the current momentum.
As long as there are no unexpected policy disruptions.
That number should be it.
Jump to the goal of "being able to get there."
The next battle
Each of the four tigers has its own advantages.
There are also different path options.
But together they show
Several major capabilities of China's overseas e-commerce
The first is to rely on a strong domestic manufacturing base.
Accurately connect with the best business and market demand.
We offer a wide range of high-quality and high-quality products.
The second is to be good at using diversified social channels.
Quickly increase visibility and user stickiness.
The third is through continuous optimization of logistics and other links.
Let users around the world enjoy an unprecedented experience.
A convenient and efficient shopping experience.
Compared with. Amazon, the big brother in overseas e-commerce.
Started as self-employed.
It has accumulated more than 20 years in warehousing and logistics construction.
With good logistics fulfillment capabilities
Focus on product quality and better user experience
It has long been the middle class in Europe and the United States
The best choice for online shopping
But when China's "roll kings" rolled out of the country.
The wind of "cost performance" is blowing overseas.
The territory of the Amazon is gradually encroached upon.
As of October last year.
The number of users of Temu and Shein in the United States.
Nearly 1100 million.
Pressing on Amazon.
And Amazon's users are higher than in the previous two years.
They lost 8% and 15%, respectively
Big Brother finally couldn't sit still.
It has made a rare concession.
Apparel products priced below $15.
Referral fee reduced from 17% to 5%.
The intention to end the confrontation is obvious.
Black Friday in 2023
The four little dragons rushed ahead of time.
Lengthens the propulsion cycle.
The discounts are powerful and the gameplay is diverse.
Rather traditional Amazon, by contrast.
I can't help but feel it.
Similar to the fierce battle of "Double Eleven".
Overseas e-commerce landscape.
It's being reimagined by new players.
But the rapid rise of the Four Little Tigers.
In addition to the triumphant progress
It is still important to keep a clear head and a humble posture at all times
First, Amazon has been a long-term hegemon with deep barriers.
The strength should not be underestimated.
With the four little dragons out to sea into the deep water.
The competition will become more and more intense.
Second, what happened to TikTok Shop in Indonesia.
It provides a sobering lesson from the past.
The increase in uncertainty that comes with going to sea.
will be here to stay.
The third is the way to open the market at low prices.
Although it has been proven to work.
But the sustainability of the cash-burning subsidy is in question.
The four little dragons' journey to the sea has just begun.
Future. They have to constantly adapt to the changing needs of overseas markets
Strengthen localized operations and services
At the same time, it continues
Innovation in business models and marketing tools
In the long run. Do a solid job in quality control and logistics infrastructure.
Continuously improve the user experience.
and even further branding.
It is an internal skill that every entrant needs to practice hard.
The author of this article |Bi Ran|IllustratedZhao Jie.
Editor-in-Charge |He Mengfei|Editor-in-Chief |He Mengfei