Analysis of Five Cross-border E-commerce Platforms (Comparison of Five Cross-border E-commerce Platforms)

With the vigorous development of cross-border e-commerce industry, more and more cross-border e-commerce platforms come to China to attract sellers. With so many platforms, how to choose the best one for our sellers in China? This paper will make a comparative analysis of Amazon, Shopee, AliExpress, Yi Bei and Wish from six dimensions: platform basic situation, platform target market, charging system, business model, seller's business model and platform disadvantage. Help you clear your mind and position, and choose the cross-border market and track that suits you.

First, Amazon Amazon

1. Basic information

As a popular platform in recent years, Amazon has almost developed into a leader in cross-border e-commerce. Amazon is favored by sellers because of its large traffic, high unit price and standardized platform. Amazon is suitable for factories in China or brands with advantages in the supply chain. It is a very high-quality B2C platform with FBA logistics system, which can help sellers deliver goods and manage the later warehousing, distribution and logistics, including possible return problems. There are many operation centers and overseas warehouses around the world, which can deliver goods quickly. Amazon occupies hundreds of millions of consumers around the world, and customers are not sensitive to price, so the product profit rate is guaranteed, and the platform will support a certain amount of traffic for new products on the shelves.

2. Target market

Amazon is mainly aimed at middle-class and high-quality customers in Europe, America and Japan, with high consumption level, high comprehensive quality, guaranteed product profit rate and low return rate. In addition, the platform also permanently blacked out buyers with high return rate, which greatly supported sellers. At present, Amazon has covered more than 10 sites in 100 countries and regions, and each site has certain characteristics and relatively independent operating policies.

3. Cost system

Amazon has many sites around the world, and the charging standards of each site are different. For example, US$ 39.9 per month for the North American station, 25 pounds for the European station and 4,900 yen for the Japanese station, which is basically less than 300 yuan in terms of our RMB. Amazon registered stores, only rent and commission, including FBA fees. No deposit is charged.

4. Business model

Self-operated+third-party sellers+follow-up +FBA, Amazon is an integrated market. More than 40% of its products are self-operated and more than 50% are from third-party sellers. If it is a product of the same brand and style, it can be followed up to avoid product homogenization on the platform to the maximum extent. Amazon has its own warehouse and distribution system, and Amazon customer service support system. Sellers only need to send the goods to Amazon warehouse, and sorting, packaging, delivery and logistics can be handled by Amazon.

5. Seller's operation mode

Product orientation+branding, focusing on single product creation. Amazon has no store concept. Although there has been a brand flagship store in recent years, the algorithm has always been based on products. Ownership of all published lists belongs to Amazon. If the management is not good, it may be modified and occupied by other sellers or removed from Amazon.

6. Deficiencies

The seller's product quality and capital requirements are very high; The program will be slightly more complicated than other platforms; The market is mature and the competition is fierce; The rules of Amazon platform are relatively stricter, and sellers should always be careful not to touch the minefield of the platform when operating.

Second, shrimp skin Shopee

1. Basic information

Shrimp skin is an e-commerce platform in Southeast Asia at present, and its consumers are mainly some countries in Southeast Asia. Although the platform was founded on 20 15, it appeared soon, but the number of users is very large, and Tencent holds 40% of the shares, so QQ number is needed to register shrimp skin. Shrimp skin operation is the simplest of these platforms, and the effect can be seen in a short time. The cost of opening a shop is almost zero, but the profit of shrimp skin is relatively low, which is generally based on a large number of stores.

2. Target market

Shrimp skin is mainly aimed at the Southeast Asian market, covering Chinese mainland, Taiwan Province Province, Indonesia, Malaysia, Thailand, the Philippines and Singapore, and the regional APP downloads are among the best. It can be said that shopee is the fastest growing e-commerce platform in the blue ocean market in Southeast Asia. Customers are mainly young people.

3. Cost system

Shrimp skin will charge a commission ranging from 5% to 6% of last month's sales, but new sellers will be free of commission for the first three months. In addition, there is a 2% transaction fee for the order amount. At present, there are several warehouses in China that provide transportation services for sellers, and all the transportation processes require sellers to pay a certain transportation fee. No deposit is charged.

4. Business model

Shrimp skin is a mobile platform model with high social degree. Mainland users can only be individual industrial and commercial households or enterprises. Shrimp skin has a warehouse in China, and the seller has to deliver the goods to the warehouse himself, and then pack them and transport them to the destination warehouse.

5. Seller's operation mode

Store operation, we must pay attention to store operation in the early stage. Shrimp skin has an incubation period of three months. If you don't complete the task within the specified time after opening the store, you can't get through the incubation period directly, and it will be difficult to do the following stores. Shrimp skin will label each store and then push customers to you according to the label. If you put the product on at any time from the beginning, the label of the store will be disrupted and the weight of the store will be gone.

6. Deficiencies

The profit of single product is relatively low. If the customer unit price and quantity are high, the profit can be increased. The platform is still in the development period, and the rules and the best operation mode are changeable, so it needs to be adapted in time. The platform is still in the development period, and the rules and the best operation mode are changeable, so it needs to be adapted in time.

Third, AliExpress Global AliExpress

1. Basic information

AliExpress, owned by Ali, was launched on April 20 10, and it is one of the largest B2C platforms for cross-border export in China. The initial profit of the platform was considerable, but with the listing of Alibaba, the threshold was getting higher and higher, and various new regulations introduced later became more and more unfriendly to sellers. I received a deposit of 1w-5w, as well as annual fee, commission, handling fee and transportation fee. The price competition of the platform is also fierce, and sometimes it needs a very low price to have a corresponding advantage.

2. Target market

AliExpress is mainly aimed at developing countries such as Russia, Brazil, southern Europe, eastern Europe, South America and other low-end consumers who are extremely sensitive to commodity prices, and has a very high market share in these countries. If you mainly sell low-end products, you can choose AliExpress.

3. Cost system

The charging system of AliExpress is relatively simple. You need to pay the minimum annual fee of 1 10,000 yuan to open a store, and the annual fee is different for different categories. Then charge 5%- 10% commission for product sales according to different categories. AliExpress annual fee is refunded according to the seller's operation. If the store's performance reaches the standard, the platform will return the annual fee to the seller.

4. Business model

AliExpress is a domestic platform model+seller resource, which is developed by relying on the traffic of Ali International Station. Its goods, logistics, overseas warehouses and so on are provided by sellers and third parties. Most of the sellers above are from China, and the competition is fierce, so the price war above is very common. AliExpress supports individual industrial and commercial households or companies to open stores.

5. Seller's operation mode

Store management type, the seller promotes the overall weight of the store, the products sell well, and the store weight is weighted. The platform is an all-Chinese background system, and its operating rules, processes, operations and advertisements are very similar to those of Taobao and Tmall.

6. Deficiencies

High threshold fee and annual fee; Need team operation and a lot of energy input; Popular and special classes will be very strict; Ali's platform needs to do a lot of through trains and burn money advertisements.

Fourth, Yi Bei.

1. Basic information

EBay was established in the United States on 1995. There is no threshold fee for opening a store, but there is a charge for putting it on the shelves. The initial product cannot exceed 10. Review cycle is long, and order cycle is long. Need to accumulate credibility, not suitable for beginners. The platform rules are biased towards buyers. Once a complaint is made, the store may even close, so the selection of products is very important and the quality of products must pass. Because it is an established cross-border e-commerce platform, many low-value products are controlled by sellers who have already grown up. Now many buyers are using overseas warehouses to make large pieces, but the cost of large pieces is high, which is suitable for people with certain foreign trade resources.

2. Target market

EBay is mainly aimed at middle-class customers in the US and European markets. As the earliest online auction and shopping website, Yi Bei still has a high popularity in Europe, America and Europe. EBay is a good choice if you are engaged in auto parts industry, second-hand products, art collection auction, etc.

3. Cost system

EBay stores are divided into three levels: basic stores, high-end stores and super stores. The basic store costs $24.95 a month, including 250 products with a single price and 250 auctions. The uploaded price is about 1.5 yuan, and the auction price is about 1.8 yuan. High-end stores spend $74.95 a month, while supermarkets spend $349.95 a month. Ebay's charging rules are complicated, and there are various fees besides store fees.

4. Business model

EBay is a platform-based model, and its existence in the form of auction is a major feature that distinguishes it from other platforms. At present, there are three main forms in Yi Bei: auction, fixed price and comprehensive sales. Seller's account can be divided into ordinary account and enterprise account, and ordinary account can be divided into personal account and commercial account.

5. Seller's operation mode

Store management, the seller completes the store level, the product is easy to push, and the store weight is weighted. Sellers can get exposure through auction.

6. Deficiencies

The overall traffic and the number of buyers are relatively backward; Although opening a shop is free, there is a charge for goods on the shelves, as well as the transaction cost and release cost of goods. The pricing is diversified and the rules are more complicated. There will be restrictions on new accounts, which need to be gradually improved; Background pure English operation.

The verb (short for verb) hopes.

1. Basic information

Wish was founded in the Silicon Valley of the United States on 20 1 1, and officially entered the field of foreign trade and e-commerce on 20 13, mainly relying on quality and low price to attract customers, and it has a very high reputation in the United States, with 90% of the goods coming from China. Wish is biased towards customers, sellers will be at a disadvantage in return disputes, and the product review cycle is also relatively long. If you want to make money, there is almost only one way to go, and you should be prepared for long-term operation. Wish can log in directly through Facebook and Google account, so the platform will divide everyone into different tags according to the user's interest characteristics, social attributes, history, etc., and match the products with the user's demand tags. However, at the overseas press conference on February 2 this year, Wish said that it would suspend open registration and start the invitation system. New businessmen who want to visit hope need to first