On November 24, Liu Jianfeng, general manager of the cross-border distribution center of Alibaba Tmall Import and Export Business Group, introduced Alibaba's cross-border e-commerce distribution platform - Youpin overseas shopping, at the 5th Global Cross-border E-commerce Summit of "Tide Rising Qiantang · Digital Silk Road".
Liu Jianfeng said that Youpin Haibu is a cross-border e-commerce distribution platform, empowering sharers who have an attitude towards life with a mature overseas commodity supply chain. What they share is not commodities, but their attitude to life. We hope to help distribution agencies, vertical communities, content creators open a small store with stories, and also help overseas small and medium-sized brands enter China by providing such a system and platform.
When talking about why to do such a business, Liu Jianfeng pointed out that based on the three changes on the consumer side - the acceleration of import consumption phenomenon, the acceleration of consumption structure differentiation, and the acceleration of cross-border shopping experience localization, new opportunities are seen:
First, the way brands have been shaped has changed. In the past, brand-based play was based on the media, "hope to let you see", but today, how to walk into consumers, how to tell the story behind the brand, how to experience this thing from the representative of the lifestyle he identifies with is more important. Branding is no longer just one-way transmission and indoctrination.
Second, the channel shaping path has changed. From O2O to new channels and new retail, how to balance e-commerce channels and offline channels is an important proposition that has plagued brands and e-commerce in the past few years. But today, digital media and trade digitization give brands the opportunity to reach new consumer groups. Channels have not simply entered online channels from offline channels. In this process, there are brand and distribution systems established online, and then into offline penetration.
Third, iteration of the brand. Today, the digitization of import trade is not simply digitizing trade links. The era when goods can be sold well simply by moving to China is gone forever. How to face the changes in China's consumer market, find the subdivision demand of the target population, and customize their own goods in C2M is the next opportunity for import trade.
"As a business that has been established for less than a year, Youpin overseas shopping has now had a great precipitation in the cross-border supply chain. With a strong supply chain capability based on Tmall International and Koalas with more than 26,000 brands and covering more than 5,300 categories, we are wondering what other segments of people need and what business resources have not been integrated. Liu Jianfeng said, "We have seen that things are gathered in kind and people are divided into groups. What people are pursuing is not universal consumption, but more and more interested in opinion leaders in life. Therefore, there is a huge opportunity in how to combine the cross-border supply chain with these KOCs with consumer influence. This is the S2B2C2C model made by Youpin overseas shopping.
It is reported that the 5th Global Cross-border E-commerce Summit was hosted by China (Hangzhou) Cross-border E-Commerce Comprehensive Pilot Zone and was held at Hangzhou Intercontinental Hotel from November 24 to 25, 2020. With the theme of "New Potential Energy for Trade and Intelligent Manufacturing New Future", the summit set up four major sectors: global change, brand going to sea, model change, and intelligent manufacturing. Looking forward to the new future of trade digitalization, it provides more landing reference direction and ideas for the majority of cross-border e-commerce enterprises.
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