新平台新机遇 跨境电商助中国制造出海“解困”

2018年春节刚过,浙江金华的老张就不得不面对一大堆的烦心事——2017年企业效益缩水让原本的增产计划泡汤,非洲的一笔订单也停止续期。2018年的企业生存状况不容乐观。

老张今年42岁,拥有一家150人左右的企业,生产工艺相框。产品主要出口欧美,小部分订单来自国内、非洲和中东。近些年,不断增加的生产成本逼迫企业扩大生产,但固定的销售渠道却又限制了产品销量,企业发展陷入“困境”。扩展市场,增加销量成了企业生死存亡的关键。

老张的企业只是国内制造企业的一个缩影。这类以B2B订单为主的外贸企业,虽然订单量相对稳定,但销售市场狭窄,对企业扩大规模,增加盈利十分不利。因此,能够在海外迅速铺开市场的跨境电商越来越被制造企业所关注。

这两年,跨境电商发展到以“全球零售”为主的3.0阶段以后,更是为中国制造业开拓出一片万亿级“蓝海”。据艾媒咨询发布, 2017年跨境电商整体交易规模达7.6万亿元人民币。相关人士分析称,2018年跨境电商交易规模有望增至9万亿元,出口规模按2017年比例估算,预计在6.8万亿元。

如何通过跨境电商拓展海外市场,分享巨大蓝海红利,成为时下中国传统制造企业“出海”所要解决的紧迫话题。

老张在2017年初就已经在关注出口跨境电商,并对国内一些平台进行了详细了解,但最终没有签约。在老张看来,这些国内跨境出口平台,虽然使用方便,但还是有不少难以解决的弊端,阻碍产品在国外顺利销售。

首先,市场覆盖范围不够契合。由于人均购买力强、跨境网购观念普及、线上消费习惯成熟、物流配套设施完善等优势,欧美成熟市场向来是我国跨境电商零售出口产业的主要目标市场。国内平台起步较晚,在国际市场方面主要针对俄罗斯、东南亚等电子商务不太发达的地区,难以覆盖主流出口市场,对大多数企业产品销售促进不大。

其次,低价竞争造成利润降低。俄罗斯、东南亚等地的本土电商企业并不发达,当地人民消费需求旺盛。但这也造成打动当地消费者的是中国商品的低价和低物流成本。没有低价,只有更低的竞争环境,让中国制造企业很难谋求相应的利润,除去运营成本,甚至有亏本的可能。

再次,缺少本地化优势,购物体验差。国内出口跨境平台打造英文店铺,通常使用机器直接翻译。虽然降低了开店门槛,但是机器翻译造成的后果就是购物体验极差。这在注重购买体验的发达国家,完全行不通。

此外,进行本地化营销,当地主流媒体、网盟及社交网络推广,仓储物流配套,规避法律风险等,都是国内出口跨境电商平台短期内难以解决的问题。

类似亚马逊、eBay等,拥有海外成熟市场和运营经验的国外跨境电商平台则能够向中国制造企业提供更优质的市场和更完善的服务。然而,亚马逊对于商品质量、服务、价格、品牌都要求严格,这对于国内中小制造厂家来说,也是不小的挑战。

前几天,亿邦动力刊登的一则招商启示吸引了老张的注意力——3月27日,美国Newegg 新蛋将在杭州举办2018年卖家峰会,面向全国优质制造企业招商。详细了解过Newegg 新蛋招商信息以后,又重新激发了老张对于跨境电商出海的兴趣。

作为北美最大的科技类电商,Newegg新蛋加入联络互动(002280)以后,就开始了助力中国质造出海的全新布局。同亚马逊一样,Newegg新蛋主要面向欧美发达市场。深耕海外多年,覆盖50个国家,拥有超过3600万的注册用户。Newegg新蛋依托海量的用户群体,成熟的销售市场和物流仓储体系,能够为中国质造在海外进行本地化营销并顺利完成销售提供良好助力。

最让老张感兴趣的是,此次联络互动依托Newegg新蛋推出的ttchic品牌。一方面,ttchic会甄选高品质、高颜值的中国优品进入Newegg新蛋,并提供全套服务,协助中国质造以Newegg新蛋为主要阵地,开拓海外线上线下多元渠道。另一方面,通过ttchic,跨境企业可以享受品牌、营销、推广、仓储、物流、法务、财务等一站式出海服务。经过打造,卖家能够以全新的海外品牌形象,享受Newegg新蛋的营销推广体系和仓储物流服务,最终实现当地主流媒体、社交网络推广及产品销售。在老张看来,这一系列服务,完全能够为他的企业“解困”。

Newegg新蛋方面表示,目前卖家峰会招商正在火热进行,已有上千家企业意向加盟,其中不乏国内大型制造企业、知名品牌以及大平台运营商。

另据了解,此次大会的指导单位是浙江省商务厅和中国(杭州)跨境电子商务综合试验区。杭州综试办表示:以“一带一路”倡议为指导,杭州综试区支持期望有更多的优质制造企业加入到出海大潮,选择优质平台,将中国质造卖遍全球。

 

报名方式

Newegg新蛋招商QQ:2541645391

微信招商号码:18105712012

Newegg新蛋大卖QQ群:723023987

报名链接:http://newegg2018.eventdove.com/

更多报名信息关注招商公众号:tthgcom

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