the era is the best standard to test the brand. In the face of the great changes that have not been seen in a century, who is the trendsetter of the era? Who will ride the wind and waves to help the sea? Let's wait and see! In the last issue, we introduced shopee, Amazon and eBay. In this issue, we will continue to talk about the cross-border E-commerce -- express.
express: from 2010 to 2012, express went online and began to build a retail trading platform for the global market.
in April 2010, global express went online and was fully open, paying an annual fee of 19800 yuan. It can be used free of charge by becoming a Chinese supplier first. A single transaction charges 5% of the total transaction amount, mainly focusing on the U.S. market. in September 2012, express launched Taobao for sale on a commission basis. The back office of express sellers and Taobao sellers were connected to introduce a large number of goods. Reduce investment in the U.S. market and focus on the Russian and Brazilian markets.then, express gradually curbed crazy stores. On the other hand, it paid attention to the optimization of logistics, systems, rules and other service systems.
in March 2013, express sales closed the Taobao consignment tools one after another, and the quantity limit of Taobao consignment goods was adjusted from 5000 to 500 to encourage fine operation.
in August 2014, the annual fee policy ranging from 30000 to 50000 was gradually introduced for individual categories. Some industry categories implemented investment invitation access. from the launch of aliexpress in 2010 to 2014, the annual turnover of aliexpress has basically maintained a growth of 300% to 500%, and the number of online products has reached 100 million. Orders cover more than 220 countries and regions around the world, and more than 200000 platform sellers. In 2014, on double 11, the first time to participate in the global double 11, 6.84 million transaction orders were created in 24 hours, effective orders cover 211 countries and regions, and the per capita traffic is about 600m per month. In April 2015, express was launched On the fifth anniversary, a new logo will be launched, which will be comprehensively upgraded from"shopping cart" to "smart shopping, better living"
in 2015, the number of buyers from all over the world reached 34 million and reached 100 million in 2016. Officials predict that the number of buyers of express may reach about 2 billion by 2020, but there is no official data to confirm. In 2016, express changed its policy and began to charge category goods from C2C to B2C (annual fee system ranging from 30000 to 100000) , it also needs a lot of qualification conditions to settle in. Strengthen management in terms of product quality, crack down on infringement, and clear out a large number of businesses with problems in qualification and product quality, which greatly increases the difficulty of settling in. A large number of small and medium-sized enterprises and individual enterprises can only be cleared out if they fail to meet the requirements. Since then, express has gradually raised the threshold and continued to promote branding and quality in the process of shuffling
at the end of 2016, new regulations were issued in 17 years to start the whole industry trademark, clean up personal accounts, and only accept enterprise identity for new user registration
in 2017, individual category businesses were cleaned up and the brand closed management mechanism was introduced. The brand entry restrictions of express mainly include: do not accept brands that are the same or similar to the existing brands, channels, businesses and categories of express; Brands containing industry names or common names or industry hot search words; Brands including celebrities and place names; Brands that are the same as or similar to well-known brands; Pure graphic trademarks are not acceptable; And in the industry that implements the brand closure management rules, it does not belong to the industry invitation brand list and fails to pass the brand review
in terms of current development, express still has many advantages.
first of all, express is a platform product of Alibaba series. The Chinese and English version of the whole page is simple and tidy, which is suitable for junior sellers. Especially for sellers whose product characteristics are in line with emerging markets, the product has high cost performance, has supply chain advantages, and sellers seeking price advantages, it is best for suppliers to take the goods directly for sale. The low price strategy of express is obvious, which is also related to Alibaba's strategy of introducing Taobao seller customers. Many people The strategy of making express now is similar to that of Taobao stores in previous years
in addition, as an important strategic product of Alibaba's internationalization in the future, express has become one of the most active cross-border e-commerce platforms in the world, and relying on Alibaba's huge membership base, it has become one of the platforms with the richest product categories in the world
finally, express now focuses on emerging markets, especially Russia and Brazil. For the Russian market, nearly 16 million Russians log in to the global express server every month. Now it's easier to register
of course, in a comprehensive way, express also has its own shortcomings
first, the profit margin of express is low: the entry threshold is low, resulting in serious price reduction
Second, the output of a single store is low: the traffic regulated by the platform is serious, especially the high-quality traffic. It is difficult for a single store to make big sales without going to the fourth level (more than 100 links per day)
Third, Alibaba likes to embrace change, The changeable platform rules are the most headache for sellers. The chaotic business model requires a certain amount of time to slowly build the characteristics of their own platform from traffic arbitrage and traffic instillation
in addition, express is mainly developed in developing countries and less developed countries (Russia, Brazil, etc.). The low threshold of platform access has led to the influx of many entrepreneurs, and the homogeneous competition is relatively fierce. Many Express shop sellers can have an advantage only if their prices are too low (among them, there are many sellers who use skills to obtain high profits).
in the next issue, we will continue to talk about wish, a cross-border e-commerce with a hundred flowers in bloom. Don't forget to give more support to the audience masters passing by! I wish the audience masters who support me a prosperous business! A wide range of financial resources