The cross-border e-commerce model of “buying the world and selling the world” broke the space limit of offline commodity trading on a large scale for the first time, connecting a large number of commodities with consumers around the world through the Internet. The external environment has brought a rare window of opportunity for the new development of cross-border e-commerce. In the past two years, in the context of the global epidemic, cross-border e-commerce has ushered in an outbreak.
However, this hard won prosperity was soon broken. On January 26, Guangdong Saca Precision Manufacturing Co.Ltd(300464) (300464. SZ), a performance forecast for 2021 showed that the company’s net profit loss reached 1.24-1.42 billion yuan. Guangdong Saca Precision Manufacturing Co.Ltd(300464) said that the performance change was due to the impact of the “Amazon title” event on the company’s subsidiary Shenzhen Zebao Innovation Technology Co., Ltd. (hereinafter referred to as “Zebao”) in 2021, resulting in the impact on the performance in the second half of 2021. It is understood that Zebao, founded in 2007, is a well-known cross-border e-commerce in Shenzhen. Its main business is to sell electronic consumer goods on the Amazon platform. Together with Anker Innovations Technology Co.Ltd(300866) and patoson, it is known as the “three heroes of Amazon”. a person familiar with the matter disclosed to the media that at present, Zebao has been cut off by all the cooperative banks in Shenzhen, and Shunde’s banks are also collecting loans in advance. It is expected that they may still not be able to pay wages by March.
“These sellers have repeatedly, repeatedly and seriously abused comments and many other violations.” Dai Feifei, vice president of Amazon global and executive president of Amazon global store Asia Pacific, explained. In 2021, the market of cross-border e-commerce took a sharp turn for the worse, partly because of Amazon’s store closures in May. according to the statistics of Shenzhen cross border E-Commerce Association, more than 50000 Chinese sellers were closed on Amazon platform in only two months, which is expected to cause an industry loss of more than 100 billion yuan.
cross border e-commerce “going to sea” hot
The huge market flow makes Chinese enterprises who seize the opportunity increasingly fierce competition for the dividends brought by cross-border e-commerce, and the homogenization of products is becoming more and more serious. Stimulated by the dividend, Amazon and other platforms with excellent performance Anker Innovations Technology Co.Ltd(300866) and zhiou technology have won the favor of the capital market. Anker Innovations Technology Co.Ltd(300866) has successfully landed on the Shenzhen Stock Exchange in 2020, with a market value of tens of billions of yuan. Zhiou technology is also preparing for IPO.
Of course, the story of “sudden wealth” of Chinese cross-border e-commerce brand sheen makes players eager to go to sea for gold. On January 25, according to people familiar with the matter, fashion retailer sheen is considering restarting its IPO plan in the United States as early as this year. Sheen has hired Bank of America, Goldman Sachs and JPMorgan Chase to take charge of the IPO. According to public data, sheen, headquartered in Nanjing, is one of the largest online fashion markets for overseas consumers in the world. It ships goods from its many global warehouses to 150 countries and regions. The United States is its largest market, with app installation ranking first among IOS applications in 54 countries and Android devices in 13 countries. people familiar with the matter said that due to the development of e-commerce driven by the epidemic, Sheen’s valuation reached about $50 billion in early 2021, but it is expected that Sheen’s valuation has more than doubled in the past year, with a revenue of about 100 billion yuan last year. the main investors of sheen include Jifu Asia, IDG capital, Jinglin investment, Sequoia China, tiger global and Shunwei capital.
According to the statistics of the 21st Century Business Herald reporter, there were 21 financing events in China’s export cross-border e-commerce industry in 2021, involving yesbee, tospino, Fanhai Vango, newme, onepro, povison, Wudi industry, sensu auto parts, cider, patpat, tymo, orange Italy going to sea, full volume and full speed, wow, lilysilk, fine engraving, Jihai technology and cupshe, The total amount of financing exceeded 7.36 billion yuan. Among them, there are 4 angel rounds, 8 round a financing, 3 round B financing, 2 round pre and D financing, and 1 round war investment and C financing.
At the same time, the consumption behavior of overseas users is also changing from offline to online. According to the WTO report, the total amount of global B2C cross-border e-commerce trade is not decreasing, but increasing. It is expected to rise from US $780 billion in 2019 to US $4.8 trillion in 2026, with a compound growth rate of 27%. The desire of a large number of Chinese sellers for product premium is the fundamental driving force for them to choose to go to sea.
On December 15 last year, Lingxing, a cross-border e-commerce SaaS service provider, announced that it had completed a c-round financing of 280 million yuan. This round of financing was led by Xianghe capital, followed by the old shareholders Gaoling venture capital, source capital, Shunwei capital and Zhongding capital, and Taihe capital served as the exclusive financial adviser. Founded in 2017, leadstar is committed to providing sophisticated and integrated solutions for cross-border e-commerce sellers, and has served more than 100000 cross-border e-commerce enterprises. Among them, the number of cross-border e-commerce listed enterprises and 100 million scale sellers are ahead of the industry, with business growth of more than 200% in 2021. Its ERP functions cover financial profit accounting, intelligent replenishment, supply chain management, advertising, customer service operation and other modules.
“In the cross-border e-commerce ecosystem, the leading star team has created SaaS ERP products with the easiest use in the industry, the highest utilization rate of the whole module, and the best data timeliness and accuracy.” Chen Renchuan, director of Taihe capital, told reporters that with the advantages of ERP, Lingxing will help customers realize the fine operation and financial management of the whole chain, so that more Chinese brands can successfully go to sea.
Internet giants “lock” trillion cakes
Getting rich overnight and going bankrupt overnight are all in an instant. Over the past two years, cross-border e-commerce has experienced ups and downs, but this trillion cake has once again been locked in the eyes of major Internet manufacturers. Amazon closed the store, Jiang Fan was transferred and Tik tok entered the game. The changes of head players reflect the unpredictable nature of the industry. As early as 2020, Tik tok tested the water in the U.S. market, broadcast the goods of e-commerce, and cooperated with Wal Mart to sell the goods of Wal Mart mall in the way of online popularity and live broadcasting. At the end of 2021, the independent e-commerce platform Fanno of Tik tok was launched in five European countries.
Tik tok is the most active in the cross-border e-commerce industry. Xingyun group is one of the first Ka supply chain partners of Tik tok. Xingyun group, established in 2015, has established a global commodity comprehensive service system integrating sea going, brand, channel and cross-border logistics services, aiming to help Tik tok build infrastructure.
In fact, cross-border e-commerce has long become a field where big internet manufacturers compete to layout first. In 2021 Kwai Kwai overseas version “Kwai” conducted live direct business test in Brazil with the largest appliance department store retailer in the region. In May 25th of this year, the Kwai Shang e-commerce company launched the cross-border e-commerce business “fast import shop”.
According to the Kwai Fu official, overseas businesses can import stores and provide overseas goods to users.
The overweight layout of new players has injected fresh blood into the track. “Old player” Ali also paid higher attention to the overseas market. In 2022, Alibaba express released four major adjustment policies for the seller side: “annual sales assessment for settled businesses; raising the entry threshold for new businesses; closing the entry of individual industrial and commercial households; limiting the number of goods released”, which released the signal that Alibaba wanted to readjust the direction of overseas business. Jiang Fan’s transfer also made the market full of imagination for Alibaba’s overseas business.
On the other hand, Amazon’s store closure trend has also made Chinese sellers on the platform afraid. In September 2021, during Amazon’s crackdown on sellers’ manipulation of comments and other violations, 3000 seller accounts supported by about 600 Chinese brands were closed.
Big Internet companies have invariably focused on overseas, which indicates that cross-border e-commerce competition will become more and more fierce this year. According to the data of the General Administration of Customs in January, the total import and export value of China’s goods trade in 2021 was 39.1 trillion yuan, an increase of 21.4% over 2020. Among them, China’s cross-border e-commerce exports increased by 24.5% year-on-year.
Cross border e-commerce is in a period of reshuffle, and the actions of Internet giants have also brought new variables this year. The ships blocked by the epidemic are also ready to try to go to sea. The seemingly cold cross-border e-commerce is actually surging behind it.
