Cross -border e -commerce collective compete for supply chain
New Outside Sea Four Little Dragon Supply Chain Competition
In recent years, cross -border e -commerce has been expanding global at a very fast speed, which is unstoppable.Especially in this year, China has four dragons, Tiktok, AliExpress, Shein, TEMU, and has launched a more intense duel.
At first, cross -border e -commerce such as TIKTOK, TEMU, and other cross -border e -commerce squeezed into the overseas market by price and marketing.However, in the second half of the competition, cross -border e -commerce fell into a Chinese -style internal roll, and the price war and marketing war are destined to be just a sprint.In order to cope with this long -lasting war, cross -border e -commerce players have changed their way and continued to compete on the supply chain.
Among them, Tiktok is more frequent in the near future.According to the Optical Planet exclusively, Tiktok secretly established a supply chain management company called GS in Guangzhou to try to alleviate cross -border performance through self -built warehouses.
In November, there were market rumors that Tiktok was reaching an agreement with logistics providers such as Shipbob and Newegg (new eggs) to store inventory and online orders.In other words, TIKTOK outsourced the logistics business.If rumors are true, it means that Tiktok is still continuously improving its logistics ability.
In June, TIKTOK established a cooperative relationship with the US warehouse and signed a logistics agreement to improve the timeliness of logistics and ensure that products transactions transactions on its applications can smoothly reach American consumers.
On the whole, the actions in the supply chain and logistics will help Tiktok to make up for the shortcomings of the logistics to a greater extent and catch up with other friends.After all, in the four small dragons of the sea, Tiktok's logistics ability is relatively weak.
Picture source: tiktok
In addition to TIKTOK, the three cross -border e -commerce platforms, TEMU, AliExpress, and Shein are also continuing to improve their performance and supply chain capabilities.
In terms of TEMU, the main logistics service providers currently used by TEMU are extremely rabbits and clouds.Earlier, Pinduoduo helped Ji Rabbit as a domestic courier header player in a short period of time.Today, in the international market, TEMU will still cooperate with the extremely rabbit to achieve mutual benefit and win -win.
In November of this year, TEMU also cooperated with ship companies such as Missen, Star, Dafei, Matsky, COSCO Shipping to transport goods through the form of shipping Clippers to reduce logistics costs.
Unlike Tiktok, TEMU is mostly not to make up for logistics shortcomings, but to reduce logistics costs.Because of the low price and marketing play, TEMU quickly risen overseas, but it also paid the price of long -term losses for this.In order to reduce costs and relieve the pressure of operating losses, TEMU is bound to find breakthroughs in logistics and supply chains.
It is worth mentioning that Temu restarted a lawsuit against SHEIN in the United States some time ago, accusing SHEIN forced fashion suppliers to sign an agreement with "exclusive" and use "intimidation" means to prevent merchants and suppliers from cooperating with TEMU.
In terms of SHEIN, its local delivery mainly relies on global supply chain and logistics partners.Shein usually cooperates with old courier giants such as UPS, DHL, USPS.In order to improve the efficiency of distribution, SHEIN has been in large -scale distribution centers worldwide since last year.
AliExpress has cooperated with Cainiao International, which provides a variety of logistics services for AliExpress, including express delivery, postal small bags, and overseas warehouses.Relying on Cainiao International's logistics services, the e -commerce business of AliExpress globally has received strong support.
It can be seen that as these cross -border e -commerce platforms continue to optimize the supply chain and logistics capabilities, the entire industry is moving towards a new stage of the supply chain competition.
Full custody becomes optimal solution
Relying on China's supply chain advantages, the new generation of e -commerce platforms also rely on the supply chain to quickly rise overseas.No matter what, the success of cross -border e -commerce is inseparable from the supply chain.
Based on the above actions, the reason why the four small dragons out of the sea increase the supply chain layout is that on the one hand, through optimization of the supply chain, the cost of procurement, inventory, transportation, etc. can be reduced, and the overall profit margin can be increased.
On the other hand, a stable supply chain can also help merchants and platforms to predict market demand, reduce out -of -stock phenomena, and increase sales.The efficient and stable supply chain can also ensure that the product is quickly and accurately delivered to the user's hands, as well as providing better after -sales service, thereby improving user satisfaction and enhancing user stickiness.
In recent years, the full hosting model has gradually been on the cross -border e -commerce platform.To implement this model, a strong supply chain is required as a guarantee.
Under the full -custody model, the e -commerce platform is responsible for store operations, warehousing, distribution, returns, and after -sales service. Merchants are only responsible for providing goods and stocking.In this way, the entry threshold is reduced, so that factories without the supply chain can also do cross -border e -commerce.
From the perspective of the four small dragons in the sea, the TEMU has been implemented in September 2022, and TEMU has been implementing the full -custody model; in May this year, the main self -employed Shein announced the promotion of the platform model and allowed third -party sellers to settle in.
In May of the same year, Tiktok SHOP cross -border e -commerce officially announced the launch of the "full hosting" operation model. It was piloted in a small -scale area in the US market in August and launched at the end of October.
The AliExpress started the internal testing model from the end of last year. In April this year, the full category promotion adopted a Choice channel with a full -custody mode.In addition, other cross -border e -commerce platforms such as Lazada have also opened a full hosting model.
In fact, the essence of full custody can be understood as a dispute over the supply chain of cross -border e -commerce platforms.The supply chain involves a series of links such as purchasing goods, inventory management, logistics distribution, and customer service from suppliers.
With the help of full custody, these cross -border e -commerce platforms can reduce costs in the supply chain link to reduce the price of goods and grab the minds of overseas e -commerce consumers through low -cost commodities.
Taking TEMU as an example, Apple recently released the download volume of the American App Store in 2023, and TEMU has become the most downloadable free application in the United States.Even TEMU pose a threat to physical discount stores such as "One yuan store".As of last month, TEMU occupied nearly 17% of the US discount retail market.
Apple 2023 US App Store Application Download Ranking List. Source: Cross -border e -commerce headlines
Today, with the full hosting business, these new cross -border e -commerce forces have killed a way in the pressure of cross -border e -commerce giants Amazon, and even threatened Amazon.This year's Black Five, under the siege of the four small dragons in the sea, Amazon's sales were not good.Some merchants said that the orders on Amazon this year have fallen by 30%from last year, but sales on platforms such as Shein and TEMU have been over 3 times more than usual.
When cross -border e -commerce platforms have deployed a full -scale hosting model to help major players gain advantages in fierce competition is a stable and efficient supply chain.
Four small dragons in the sea
Not only the supply chain, the four dragons are fully intersecting the fire around performance and marketing.
At the beginning of the year, Pinduoduo TEMU won the advertisement of the "Super Bowl" of the American Kai -Spring Program for RMB 95.5 million.In addition to the Spring Festival Gala, TEMU also put a lot of "magic advertisements" on Facebook, Instagram, Tiktok and other social media platforms.
Recently, many media reports that TEMU may return to the "American Spring Festival Gala" and buy multiple advertising spaces in the American Super Bowl competition held on February 11 next year.
TEMU Super Bowl Advertising Source: China Advertising Magazine
The low price is also the magic weapon of "four small dragons" in China. During this year's "Black Five" period, Tiktok Shop provides sellers with up to 50% discount subsidies.And SHEIN quickly swept the world by cost -effectiveness.
At the same time, cross -border e -commerce platforms are also competing around the time limit for performance.
In recent years, Chinese e -commerce has gone to sea is not new, but this year seems particularly fierce.An important reason is that the competition in the domestic e -commerce market in China is increasingly fierce. In addition to the three traditional e -commerce giants of Taobao, JD, and Pinduoduo, Douyin and Pinduang have also deployed shelf e -commerce in recent years.Try to divide a piece of cake.
Under the new height of domestic e -commerce, major e -commerce platforms began to set their sights on overseas markets and seek new growth points.Instead of rolling up unlimited in the domestic stock market, it is better to continue to roll in a larger market.
According to Emarketer's forecast, the global e -commerce penetration rate in 2026 is expected to reach 24%, and the market size reaches US $ 910 million.
In general, cross -border e -commerce is destined to be a marathon with endurance and strength. The situation where you chase me will inevitably become a normal state.In this marathon competition, strong supply chain support is very important.
Author | Edit Zhou Wenjun | Laodian Team