Release date: 2018-12-03 Source: Beijing Business Daily "Double 11" has just come to a close, and the "Black Five" will follow. Ali, Netease, and Jingdong's Tmall, Koala, and Haitang are secretly contested. The European and American factories and even the farms that were originally far from the "Black Five" battlefield also participated in the "Black Five" promotion of the Chinese market. At the same time, everyday consumer goods replace luxury goods as the main commodity for cross-border purchases. Jingdong began to seek to speed up the construction of overseas direct mining centers and strengthen their direct mining and self-supporting capabilities. On November 19th, JD.com changed its global brand to “Haicang Globalâ€. Yang Ye, general manager of Haishu Global, said that since 2018, Jingdong has opened direct mining centers in Japan and South Korea, and plans to open direct mining centers in North America, Europe, Australia and New Zealand. Netease koala uses the global factory store as a differentiated competitive strategy, and extends its reach to overseas supply chains with the F2C model. Tmall International continued the "Double 11" mode, and Box Ma Xiansheng was in line with Tmall International to launch online and offline marketing. The trend of enterprise competition to the upstream is actually demand-oriented. The trend of cross-border online shopping has changed from hunting and singular consumption to daily consumption. Consumer demand has gradually shifted from luxury goods such as luggage and jewelry to maternal and child, beauty and health care. Wait for the fast-moving category. Jingdong Big Data shows that among the active consumer groups of cross-border e-commerce, the most concentrated categories of purchases are fast-moving consumer goods and durable goods, especially the purchase of beauty, maternal and child, health care and other products. These consumers are mainly young women after the "80s" and "post-90s". They have strong sensitivity and quality requirements for the quality of their products. Netease koala pointed out that in terms of categories, it is different from "Double 11" consumers in maternal and child care, health care products, and personal care. During the "Black Five" period, beauty, luxury, and Christmas-limited gift boxes are the demand points for consumption. Explosive demand has prompted e-commerce companies to attract overseas brands to expand their product richness. During the first China International Import Expo, the orders of Jingdong and Suning reached 100 billion yuan, and Ali plans to reach the world's 200 billion US imports in the next five years. Vipshop, Netease koala and many other e-commerce companies are also competing for the market. Merchant resources. When e-commerce companies are willing or unintentional to compete, it is already in the future that more imported brands will enter the Chinese market with the e-commerce platform as a springboard. E-commerce companies rely on more subdivided categories and more personalized products to meet differentiated consumer choices and penetrate into more vertical market segments. When e-commerce companies open their platforms for imported brands, they also began to play the role of “transporter†for the brand and consumers to communicate information to each other. Overseas brands need to adjust products according to consumer demand in time to cater to the Chinese market. Consumers should gradually adapt to new products, and e-commerce needs to feed consumer data to brand owners. Overseas brands face a series of thorny issues such as cross-border logistics and transportation, domestic warehousing and logistics through cross-border trade to consumers. Overseas goods want to smoothly enter the hands of mainland consumers, through overseas transshipment centers and transportation, port customs, bonded warehousing, the last mile express delivery and other links, the process is cumbersome, long cycle, and even affect the timeliness of goods distribution. In order to solve the above-mentioned pain points, JD. adopts a self-built logistics model for cross-border trade, integrating transportation, warehousing, customs clearance and distribution based on overseas transshipment centers, self-operated bonded warehouses, domestic logistics networks and distribution systems. The logistics distribution that lasted for ten days and a half was being broken by the “Day of Day†and “Next Day†of cross-border e-commerce. Whether it is e-commerce or logistics enterprises, they are constantly building sub-sectors, sinking goods as far as possible to the nearest city, and improving the overall logistics timeliness. 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