Chinese-funded cross-border e-commerce has become a new growth point in emerging markets around the world.
Source of data: Shenzhen Cross-border E-commerce Association’s creativity/photo courtesy
Securities Times reporter Chen Xiachang
A few yuan a set of wearable nail art, a baby cloth book in 10 yuan, an electronic watch in 20 yuan, and solar outdoor lighting in 300 yuan … These are the products displayed by many merchants at the "Cross-border E-commerce+Industry Belt" activity site in Guangdong Province recently. On the same day, hundreds of cross-border e-commerce sellers and cross-border e-commerce platforms conducted face-to-face docking.
On-site merchants told the Securities Times that most of these goods will be sold around the world through cross-border e-commerce platforms. The cross-border e-commerce channel monopolized by Amazon a few years ago is now being replaced by many Chinese cross-border e-commerce platforms such as AliExpress and SHEIN.
According to data released by the General Administration of Customs, the import and export of cross-border e-commerce in China in the first quarter was 577.6 billion yuan, an increase of 9.6%. After years of development, cross-border e-commerce, a new format, together with general trade and processing trade, constitutes three major trade modes in China and has become a new kinetic energy to stimulate foreign trade growth. While the scale of cross-border e-commerce has expanded, a number of new-generation cross-border e-commerce platforms have developed rapidly in overseas markets and become "Chinese forces" that cannot be ignored. Nowadays, these cross-border e-commerce platforms have been expanding their global market share and become a new choice for global consumers to shop.
Why did the Chinese e-commerce platform rise?
Among many cross-border e-commerce platforms, the TikTok Shop launched by SHEIN, Pinduoduo’s Temu, AliExpress and ByteDance’s TikTok is the most eye-catching, and is called "Four Little Dragons" by the industry.
According to the report released by the market analysis organization Data.ai at the beginning of the year, SHEIN won the global shopping APP download champion again in 2023. On this list, Temu and AliExpress ranked second and ninth. Amazon, the American e-commerce giant, ranked third.
Before 2020, the overseas cross-border e-commerce platform represented by Amazon will become the first choice for sellers in China with a large number of overseas users. But Amazon’s massive titles to China sellers changed the whole ecology. Since April, 2021, Amazon has continued to seal up the accounts of China sellers who violate the rules, and many head sellers have been closed and their funds frozen.
A seller who once opened a 3C store in Amazon told reporters that he violated Amazon’s relevant policies by guiding users to evaluate products, and the store was finally closed by Amazon.
Then he turned to Ali’s AliExpress, and the effect was good. Next, he plans to open a shop in Temu, hoping to return to the American market.
Although the large-scale titles of Amazon have improved the standardization of the whole industry, it has also made many China sellers realize that they can’t put all their eggs in one basket. They urgently need to find a new platform to share risks.
In 2022, Temu and TikTok Shop were established successively. SHEIN, which has been operating overseas for many years under its own brand, was officially opened to third-party sellers, attracting third-party sellers to join and rapidly expanding its scale. Together with Alibaba AliExpress, which has been operating in Europe and America for many years, the Chinese cross-border e-commerce platform entered the field of vision of China sellers.
"Four Little Dragons" have their own characteristics.
The "four little dragons" can rise rapidly, and each has its own "trick".
Temu, which was established in September, 2022, became a shining star in the cross-border e-commerce industry with its parent company, Pinduoduo, who has been deeply involved in the field of affordable e-commerce for many years, and with ultra-low-priced goods and generous advertising promotion.
"Cheap" is Temu’s trademark. According to a report from JPMorgan Chase, according to the statistics of randomly selected commodities, the average price advantage of Temu is less than 20% for high-priced/brand commodities with a price higher than $30, and the average price discount of Temu is more than 50% for commodities with a price lower than $10.
According to the data of the third-party organization Sensor Tower, from September 2022 to November 2023, the global download volume of Temu exceeded 300 million times. In 2023, Temu successively entered the markets of Southeast Asia, Japan and South Korea, and launched sites in Korea, Mexico, Chile, Israel and Malaysia.
"In terms of the global business of the Group, Temu has entered 50 countries and regions since it was launched in September 2022." At the fourth quarter performance exchange meeting in Pinduoduo in 2023, Chen Lei, Chairman and Co-CEO of Pinduoduo, revealed.
Another trump card of Temu is to take the lead in adopting the full custody mode for platform sellers, that is, the merchants are only responsible for loading the goods, and the platform is responsible for the whole process from product selection to performance to sales.
Ning Fujie, an analyst at Zheshang Securities, believes that the full custody mode basically solves the problems of gray production, empty packages and fake goods. For sellers, full custody is also a way with the lowest cost of measuring money and trial and error. Under the strict price comparison, horse racing and marketing mechanism, the purchase price of Temu is lower than that of major platforms.
Compared with the birth of Temu, the veteran e-commerce company SHEIN is telling more new stories.
Founded in 2012, SHEIN mainly sells women’s fast fashion related categories in overseas markets. In the domestic market, SHEIN has always been a very low-key presence. It was not until the epidemic period that overseas users accelerated online consumption, the frequent appearance of SHEIN on foreign APP download lists, and its repeated breakthroughs in valuation attracted domestic attention. At present, SHEIN has developed into a super unicorn enterprise with a valuation of more than 60 billion US dollars.
Yang Renwen, director of Guohai Securities Research Institute, believes that SHEIN’s rise in overseas markets lies in its "flexible supply chain+high-frequency innovation and cost performance+public and private domain marketing". SHEIN’s operation process is that the back-end data center quickly updates and tests products according to big data analysis, and the supplier adopts the mode of small order and quick reaction, and quickly responds according to the sales situation of goods, chasing orders for explosive products, or modifying and retesting non-explosive products, relying on this efficient iterative rhythm to maintain the output of explosive products. In addition, the company’s marketing method of combining public and private domains not only ensures the acquisition of new customers, but also promotes user activity and realizes the long-term growth of brand value.
Since 2023, SHEIN has continuously deepened its platformization strategy, faced the global market, invited more third-party sellers to settle in, and gradually formed a "self-operated brand+platform" dual-engine development model.
The relevant person in charge of SHEIN told the reporter that unlike the traditional e-commerce platform, SHEIN emphasized the deepening of the platform model, including agency operation and independent operation. Under the agent operation mode (similar to the full custody mode of Temu), SHEIN provides one-stop empowerment and services, including commodity operation, warehousing, logistics, customer service and after-sales. In the autonomous operation mode, sellers can operate independently, including self-management of product selection, shelving, marketing strategy, sales, inventory, logistics, etc. SHEIN proposed to support brand building by relying on platform resources and brand influence.
Shenzhen Cross-border E-commerce Association has analyzed the advantages of the "Four Little Dragons" and the traditional giant Amazon. The association believes that AliExpress is outstanding in logistics, market and user coverage; SHEIN is a fast fashion company. Its main advantages are a strong digital supply chain system and a large number of young users and brand loyalty accumulated in the early stage. TikTok Shop has TikTok’s global mass user base, which stimulates users to place orders through short videos to plant grass products and live broadcast and key opinion leaders (KOL). Temu, on the other hand, focuses on the low-cost strategy, and quickly accumulates a large number of users by social fission to seize the market.
Arel, executive president of Shenzhen Cross-border E-commerce Association, said in an interview with the Securities Times that after the success of Temu’s full hosting model, the most mainstream cross-border e-commerce platform in China has embraced the full hosting model. At present, this model is continuing to be promoted and practiced in the global mainstream e-commerce platforms, which is unstoppable, greatly expanding the influence of cross-border e-commerce products in China overseas.
According to the customs statistics of Shanghai Pudong International Airport, the number of export declarations of Pinduoduo, TikTok and SHEIN3 through Shanghai Airport Port in 2023 increased by more than 10 times year-on-year.
Behind the triumphant March
Controversy continues
The Chinese-funded cross-border e-commerce platform has made great strides overseas, but it has also attracted a lot of controversy.
Take Temu as an example. Many sellers complain about Temu’s full hosting model, mainly focusing on Temu’s price reduction. Many sellers in Pinduoduo told reporters that Temu has a strict price review mechanism. If the seller’s quotation on Temu is higher than the price of similar products of domestic wholesale e-commerce company 1688, the platform will let the seller re-quote, and the subsequent goods preparation process can only be carried out after the verification price is passed. Because of the strength of the platform, most enterprises can only choose "tolerance".
In addition, under the full hosting mode, the long logistics time also restricts the development of the platform.
Deng Wenhui, an analyst at Guolian Securities, believes that the price advantage of Temu in full custody mode is obvious compared with Amazon, but the logistics timeliness is poor. According to her sampling survey on the prices of various commodities on the two platforms of Temu and Amazon, the prices of commodities with less than $10 on Temu platform and similar commodities on Amazon platform are about 2-3 times that of Temu. However, in terms of delivery timeliness, according to the official disclosure of Temu, it takes about 8-12 days for free standard delivery and 5-9 days for fast delivery of fees. Because Amazon has a local warehouse to stock up in advance and a strong logistics system, the delivery time in the United States only takes about 2 ~ 3 days.
The rapid development of Chinese-funded cross-border e-commerce platforms has inevitably moved the "cakes" of many national local platforms.
Taking South Korea as an example, the development of both AliExpress and Temu in the Korean market has shown a strong growth trend this year. As of March, the users of the two platforms in Korea were 8.88 million and 8.3 million respectively, second only to the Korean e-commerce giant Coupang. However, according to Yonhap News Agency, relevant Korean institutions are investigating the collection and use of personal information on cross-border e-commerce platforms in China. Previously, AliExpress had been inspected by KFTC, the Korean antitrust regulator, because of the increase in consumer complaints in Korea. There are indications that the South Korean government is stepping up its supervision of cross-border e-commerce platforms, which can be regarded as a protective measure for domestic enterprises to some extent.
Arel suggested that in 2024, cross-border e-commerce sellers should pay more attention to and invest in new global markets such as Southeast Asia, the Middle East, Russia, Africa and Latin America. Compared with the European and American markets with many sellers and fierce competition, emerging markets with rapid growth and great potential in 2024 will bring new performance growth points to cross-border sellers. In addition, with the sharp increase in compliance costs in Europe, Brazil, Southeast Asia and other markets, compliance in 2024 will be the primary issue that cross-border sellers must pay attention to.