For cross-border e-commerce, this is a double 11 full of surprises and challenges. The
epidemic blocked the cross-border movement of people and accelerated the online cross-border consumption. Data from the General Administration of Customs shows that in the first half of 2020, imports and exports of cross-border e-commerce platforms increased by 26.2%. The rapid development of cross-border e-commerce has also spawned more diverse needs.
This year, Tmall International has set a goal to incubate more “digital first stores” of overseas brands by accelerating the entry of overseas brands, building an international merchant incubation center, and launching imported flagship store 1.0 to promote Alibaba’s 5-year 200 billion yuan US dollar import strategy.
At the same time, in August this year, Koala.com announced the upgrade of its member e-commerce platform, forming a differentiated route with Tmall International, and becoming an "independent position" for in-depth operation users.
This year's Double 11, what is the overall strategy gameplay of Tmall Import and Export? How does Tmall Global and Koala Global form a two-line cooperation? "At the double 11 Qianniu Toutiao broadcast site, a reporter from "The Seller" interviewed Owen, the head of Tmall's import and export business department. The following is the interview.
"Seller": What preparations did the entire Tmall import and export division make on Double 11 this year, and how is it different from previous years?
Owen: has a very special background on Double 11 this year. Due to the epidemic, people’s cross-border travel and business trips have been drastically reduced. This has brought the whole import and export to the cross-border B to C e-commerce scene. Great opportunity. First of all, before the outbreak, nearly 150 million people went abroad in the whole of China, and 700 billion purchases occurred overseas.
This year, Tmall International has built a very strong logistics and payment foundation through Koala and Alibaba, so it can ensure that overseas supply chains can continue to supply adequately.
Before Double 11, Tmall International's growth rate reached 40% in the first quarter of the new fiscal year. This figure also greatly invigorated the global industrial chain, allowing overseas industrial chains to see huge opportunities in the Chinese market.
This year's Double 11 import business will continue to bring "three news" to China's 300 million new middle class, namely new categories, new brands and new products, to meet the rich and personalized needs of China's 300 million new middle class.
This year we will also see many celebrities and talents from around the world enter the Chinese market through Tmall International. For example, Taylor Swift's first store will be opened on Tmall International. At the same time, Tmall International and Koala have integrated global industrial belts. Whether it is global wineries, farm products, health care products, and theaters' hair care products, they will meet Chinese consumers through the huge stage of Double 11 .
In terms of export business, there are 100 million overseas Chinese. They hope to prepare some necessities for their lives overseas by participating in Double 11 and purchase Chinese goods through cross-border e-commerce. On Double 11, we will broadcast live broadcasts in 11 cities for 11 days. Through better methods and more favorable prices, we can meet the huge demand of overseas Chinese for Chinese products.
"Seller": In the import and export business group, what role does each business department assume? How do they cooperate?
Owen: Tmall International is our main import channel, more to meet China’s 300 million new middle-class diversified imported goods demand, so Tmall International will take root in mobile Taobao, through our cross-border infrastructure, more Good service to these 300 million consumers. The
koala made a transformation last year, and is positioned as a member e-commerce company, so we will focus on our three core groups: hot moms, trendy people and new middle class. We hope to target our target users, serve them better, and purchase products with better prices and better quality for them. This time on Double 11, Koala invited Tranquility to cooperate and serve Kara members through live broadcast. At the same time, we have also upgraded Koala’s membership service and will provide fast and effective services in return and exchange.
In terms of export business, we will conduct targeted marketing on Tmall’s overseas business on Taobao through live broadcast and combine the characteristics of different overseas markets to let more consumers know that Tmall does not only have Double 11.
"Seller": What changes have been made to the overall ecology of the import and export business this year? What are the new opportunities?
Owen: There are a lot of . First of all, such as live broadcast, not only the head of the live broadcast of the Tao department, the live broadcast ecology outside the station is also important to importers.The popularization and transformation of product cognition plays a very good role.
We are cooperating closely around the ecology of live broadcasters, providing them with a stable supply chain, better products and better prices. Through the construction of this year, the live broadcast ecology has had some very good effects on Double 11, so we will also increase the construction of the expert system in the import business, and look forward to cultivating more and more expert anchors.
Second, the service provider team is growing rapidly, and more and more professional service providers are undertaking overseas brands. We hope that Tmall International can achieve 10,000 stores in the future, and we look forward to more and more high-quality service providers joining the import business and using their capabilities to help overseas brands incubate in China.
Third, in terms of brand building, we must continue to build Tmall Global and Koala.com. Both import and export businesses have begun to evolve toward a rich ecosystem. In this process, we are also looking forward to having more and more partners to develop richer and innovative cooperative gameplay with us.
