Gather Beauty Force Overseas Purchase Intention To Grab The Draught

In January 6th, a number of media received an anonymous email saying that last September,

The sale of Zhuhai Customs was investigated, resulting in the closure of Beijing's warehouse.

The United States responded that the announcement was purely a rumor.

On the same day, ye Fei was still making fun of micro-blog. "Taking advantage of the high degree of attention and making an advertisement, we will take a photo of @ Liu Huipu and Hippo". Welcome to visit the United States and buy the duty-free shops.

Ye Fei (left), Liu Huipu (right)

What Ye Fei said

It was also the main point of 2015.

Jumei.com CEO Chen Ou said, "extremely fast overseas purchase business is the company's key support direction. The momentum is very fierce, and it will naturally offend some people.

He said, "this year, the company will subsidize 1 billion of the logistics and tax revenue, and also dominate the offshore market."

A natural question is, what is the development of jumei.com's offshore outsourcing business? In the view of senior vice president Liu Huipu, a short period of time for us to buy products from the United States and superior products will not bring too much profit, but this is an important trend of the electricity supplier. Jumei.com must stand at the draught.

First test the water and cosmetics market in Korea and Japan to become the first step in the gathering of the United States.

Cross-border electricity supplier layout

In 2014, for a cross-border electricity supplier, it was like a helicopter climbing rapidly in the past year. The government's frequent good policies have benefited the forerunners of the industry.

Jumei.com also did not let go of this opportunity. In June last year, jumei.com went online to buy the website. After 3 months, the United States opened an independent channel on the front page.

In December last year, Chen Ou publicly disclosed the plan for offshore purchase.

The "fast duty free shop" is the main mode of purchase outside the United States.

Specifically, through the mail delivery bonded mode, the United States will purchase goods from abroad for the Zhengzhou bonded area, then conduct quality inspection and sales.

Liu Huipu told Tencent science and technology that jumei.com was eyeing the cross-border electricity supplier in early 2014: "at that time, a survey showed that a large proportion of consumers no longer chose to buy cosmetics online, but bought overseas cosmetics directly through their own travel or when their friends were traveling.

This situation has made jumei.com determined to eat the market itself.

According to Shanghai customs data, the most important categories of seafood are maternal and infant products, food, cosmetics, luxury goods and other categories, of which the growth of cosmetics is very strong.

But before Hai Tao cosmetics are mainly purchasing agents, there are many disadvantages, the first is the high potential cost of pactions, followed by the protection of consumers' rights and interests.

Liu Huipu told Tencent technology that consumers want to get a formal e-commerce platform to intervene in the business, which also makes jumei.com's offshore outsourcing business easy to push forward.

Liu Huipu told Tencent science and technology that jumei.com has a strong advantage compared with the common purchase. First, it can get goods directly from the brand dealers, avoid the increase of intermediate links, and secondly, the sales level of poly America can also get a lower price at the brand.

Liu Huipu joked to Tencent technology that he bought and bought goods directly on jumei.com, but later he had to seal part of IP to solve the problem.

According to the data released by China Electronic Commerce Research Center, the scale of China's overseas purchasing market in 2013 reached 76 billion 700 million yuan, an increase of 58.8% over the same period in 2012.

By 2018, the number of cross-border online shopping in China will reach 35 million 600 thousand, and the scale will reach trillions.

This means that there is still much room for growth in the US's overseas Amoy. Liu Huipu also told Tencent science and technology that cosmetics are only part of jumei.com's overseas strategy. In the future, jumei.com will also intervene in more fields.

Korean market

The overseas expansion of the US is closer to China, and the South Korean market with many cosmetics is the first to attack.

Liu Huipu admitted to Tencent science and technology that there was still some unease when he first contacted with Korea and Japan, because he did not understand Korean and Japanese.

One good thing is that last year, jumei.com, Jingdong, Alibaba and other electronic commerce enterprises went to the United States to list, and Korean enterprises were more recognized by Chinese enterprises.

Especially in the field of cosmetics, jumei.com's listing is attracting more attention.

A detail worth mentioning is that last year, during the preparatory process of offshore outsourcing, Chen Ou, Liu Huipu, co-founder and vice president, Mr. Yu Shen, including five senior managers, were looking for brand cooperation in South Korea. At the height of the summit, a senior executive had seen 10 brands in a day.

Recalling the time, Liu Huipu said that cooperation with Korean cosmetics brands and even faster than the domestic cosmetics companies, in a domestic cosmetics brand talks about cooperation and even spend half a year, and abroad in a day can finish a brand.

In this way, jumei.com has won more than one hundred exclusive licensing of famous brands in Japan and South Korea in two weeks.

This directly led to a part of the products sold on jumei.com even lower than the local price in South Korea, and the phenomenon of purchasing goods on behalf of the United States website appeared.

Half a year later, jumei.com took over 90% of the authorized sales of foreign brands, and a few companies without authorization came from Japan. The main reason is that Japanese cosmetic brands will require the sellers to give a power of attorney after reaching a certain magnitude.

The strong demand for Korean cosmetics brands to enter China is also the main reason for their rapid online gathering.

Liu Huipu explained that Ju Mei itself is already the largest shipper of many Korean products in China. Other products of these brands also naturally hope to cooperate with jumei.com. Korean local cosmetics consumption is not strong, and a considerable part of the products will eventually flow to China. Besides, the Korean cosmetics brand itself is not willing to go directly to the counter system in the country, but rather tends to invest in lower cost online channels.

Ye Fei told Tencent Technology: "many Korean brands do not have sales channels in China. They rely solely on consumers to go to Korea to get goods into China, but these brands have been recognized by Chinese consumers."

According to Ye Fei, some Korean cosmetics brands even started designing independent products for Chinese consumers, and their attention to the Chinese market is obvious.

At present, jumei.com has established a total inventory of 3000 square meters in Seoul and Hongkong, China, and will build warehouses in Japan in the future.

According to jumei.com's plan, the next market to be developed will come from Europe and America, but it is also difficult.

Ye Fei told Tencent Technology: "at present, there are some cosmetic brands in France and the United States. Although these brands do not know much about the Chinese market, at least they know that the market is huge and they are not willing to miss it.

"

Inventory and cross border return inventory challenges

In Liu Huipu's view, the problem of counterfeit goods that had plagued jumei.com for many years in China was not easy to happen in cross-border e-commerce.

This is because jumei.com will receive goods directly from brand dealers rather than channel operators, and will also accept more stringent checks when entering customs.

Liu Huipu told Tencent technology that the biggest challenge facing cross-border e-commerce business is that there is no domestic agent mechanism in foreign countries, which makes it very easy for the electronic business platform to be plagued by inventory, and the process of cross border e-commerce returns is very complicated, which puts forward high requirements for the selection of cross-border E-commerce.

Another problem is more realistic. When prices are slightly lower than those in South Korea, Chen also claims to smash 10 billions of dollars into the offshore outsourcing sector. How can jumei.com guarantee its profits?

Liu Huipu is not nervous about this problem. He told Tencent science and technology: "jumei.com did not make money through the cosmetics business platform. The main source of profit is its own brand, and in 2015 or even later, jumei.com's own brand will be a strategic point."

Liu Huipu also said that in the next period of time, cross-border electricity providers will not become the main source of profit for the United States.

Why should we invest so much energy and financial resources in this field? Liu Huipu told Tencent science and technology: "in this era, cross-border electricity providers are very important capital hotspots, and the United States must embrace this trend rather than fear.

After the online shopping platform was launched, sales increased by 20 times in the fastest month, which is the general trend.

At present, the main channel to enter the jumei.com sea is in Zhengzhou, and the choice of Zhengzhou is mainly considering that Zhengzhou is the main road of traffic.

In the nearly six months of running in, Zhengzhou customs gradually adapted to deal with e-commerce enterprises, the daily audit volume increased from the original 5000 single to tens of thousands of single, and now there are many customs in contact with poly America.

In Liu Huipu's view, the rise of cross-border electricity business is the best opportunity for Chinese enterprises to examine themselves. The era of good money driving bad money is bound to come. In this era, the United States must stand at the draught.

But despite all the good news,

The overseas layout is still facing difficulties. First of all, can the experience of the cosmetics industry in Korea be copied to other countries and regions? After all, the Korean cosmetic market has its own uniqueness. Secondly, several big business giants, led by Ali and Amazon, are eyeing the field. The future price war and even the value war will be hard to avoid. Finally, it is the question of profitability. The problem of complicated overseas logistics and the high cost of customs clearance will puzzle jumei.com for a long time.