Under the combined influence of multiple factors such as rising consumer demand and improving logistics infrastructure, the e-commerce industry has achieved vigorous development. At the same time, domestic and foreign consumers’ demand for overseas market products continues to grow, which has also promoted the further development of the cross-border e-commerce industry. Facing the ever-expanding cross-border e-commerce market, more and more players are pouring into it, trying to take a piece of the cake.
Not long ago, the cross-border e-commerce field once again welcomed a new player - Douyin. Recently, a new store called “Douyin Imported Supermarket” was launched in the Douyin App. It is understood that this is a self-operated cross-border e-commerce business under Douyin E-commerce. And with the entry of Douyin, what changes will it bring to the cross-border e-commerce field?
Enter again
In fact, this is not the first time Douyin has deployed in the field of cross-border e-commerce. It is reported that as early as October 2020, Byte launched the cross-border boutique sales mall "Fuxiang Haigou" and embedded it in Douyin and Toutiao App in the form of mini programs; in January 2021, Douyin The e-commerce backend function area has launched the "Cross-border Products" column; at the end of 2021, Byte launched the cross-border e-commerce APP "Fanno". There are many factors behind Douyin’s testing of cross-border e-commerce.
First of all, the cross-border e-commerce market has huge potential, and Douyin’s layout has great potential here. In recent years, people's shopping habits have gradually shifted from offline to online, and users have gradually developed the habit of online shopping. The penetration rate of e-commerce worldwide has increased compared with before, and cross-border e-commerce has great development opportunities. According to the "2022 China E-Commerce Market Data Report" released by the Online Economics E-Commerce Research Center, China's cross-border e-commerce market will reach 15.7 trillion yuan in 2022, a year-on-year increase of 10.56% from 14.2 trillion yuan in 2021. It can be seen that cross-border e-commerce still maintains a high growth rate and contains great development potential.
It is worth mentioning that the impact of the epidemic has now receded, and the problems caused by the epidemic to cross-border e-commerce such as rising transportation costs and logistics obstructions have gradually disappeared. If Douyin plans to deploy cross-border e-commerce at this time, it is undoubtedly a better time point. It can take advantage of the revival of cross-border e-commerce to accelerate the development of cross-border e-commerce business.
Secondly, consumers have a high degree of acceptance of cross-border e-commerce, and Douyin’s layout of cross-border e-commerce can better meet the needs of consumers. With the development of mobile Internet, people can easily learn about scenery, products, etc. from all over the world on the Internet, and they can also purchase overseas products through the Internet. Rising consumer demand for overseas goods has also provided important impetus for the development of cross-border e-commerce platforms and industries. Douyin's efforts in cross-border e-commerce business can not only satisfy consumers on the platform who have overseas product needs, but also help Douyin cultivate new growth points.
Finally, Douyin's efforts in cross-border e-commerce business can further improve its own e-commerce business layout. In recent years, Douyin has repeatedly placed more emphasis on e-commerce business. From the early live broadcast e-commerce to the later shelf e-commerce, Douyin’s layout in the e-commerce field can be said to be gradually expanding. Douyin's efforts in cross-border e-commerce business this time are an effective supplement to its e-commerce business and can further improve its own e-commerce business sector. In addition, the self-operated model also allows the Douyin platform to control the products sold, ensuring the quality and authenticity of the products, and bringing a better consumer experience to users.
The power of a battle
In recent years, the popularity of cross-border e-commerce has continued to remain high. In order to find a new growth curve, many companies have set their sights on the field of cross-border e-commerce. Nowadays, there are many participants in the cross-border e-commerce field, and their strength cannot be underestimated. However, facing these competitors with their own advantages, Douyin is not without its ability to fight.
First, Douyin e-commerce continues to improve, and users’ minds have gradually been developed. After a long period of continuous development, the popularity and awareness of Douyin e-commerce are continuing to expand with the help of various methods such as live streaming and delivery of goods, and users have gradually developed the habit of completing e-commerce consumption needs on the Douyin platform. , this is reflected in the continuous improvement of Douyin e-commerce GMV.
According to data disclosed by Douyin e-commerce president Wei Wenwen, Douyin e-commerce GMV has increased by more than 80% in the past year. Among them, mall GMV increased by 277% year-on-year, and e-commerce search GMV increased by 159% year-on-year. It can be seen from the data that current consumers have become more and more accustomed to purchasing goods on Douyin. In addition, consumers have a certain demand for imported goods. Douyin launched the "Douyin Import Supermarket" to develop cross-border e-commerce business. It can well undertake this part of consumer demand, and at the same time, it can further strengthen the e-commerce brand.
Second, Douyin has been exploring the field of cross-border e-commerce for a long time, and the relevant experience accumulated can provide reference for the development of new businesses. As mentioned earlier, Douyin has tested the field of cross-border e-commerce a long time ago. Through this series of testing, Douyin has not only accumulated a lot of experience, but also been able to grasp consumer needs more accurately, and thus better Promote the development of cross-border e-commerce business.
For example, the “Douyin Import Supermarket” launched by Douyin this time adopts a self-operated model. Through the self-operated model, Douyin can control the entire link to avoid problems such as fake products, which will affect the consumer experience. . It is reported that the products in Douyin’s imported supermarkets are purchased directly from all over the world by Douyin’s senior procurement team. After strict supplier qualification review, entry compliance clearance, commodity warehouse inspection and other processes, they are finally shipped directly by the official. Some products Quality traceability is also supported.
Third, Douyin’s expansion in overseas markets will help its cross-border e-commerce business. Douyin has entered overseas markets very early. Thanks to its localized operation strategy, its international version of Douyin APP "TikTok" has a strong influence in many countries around the world and has accumulated a large number of users. . The localized operation has also enabled Douyin to deepen its understanding of overseas countries, which can provide help for imported cross-border e-commerce products in the selection of products, which is conducive to the advancement of imported supermarket business.
Shake up the situation?
Although it entered the game late, Douyin also has its own unique advantages. Whether it is the traffic advantage or the cultivated user mentality, it is extremely competitive. As Douyin gradually deepens its deployment in the cross-border e-commerce field, it may bring new changes to the cross-border e-commerce industry. So, will Douyin’s move to open an imported supermarket shake up the cross-border e-commerce field, especially the existing pattern of imported cross-border e-commerce? For now, the answer is no.
First, other players such as Alibaba and JD.com have made plans in the field of cross-border e-commerce and have certain influence. In fact, the cross-border e-commerce business has already had corporate participants a long time ago. Many platforms such as JD.com and Tmall have launched their own import cross-border e-commerce business, such as Tmall International, JD.com International, etc. After a long period of intensive cultivation, Tmall International and JD International now have a strong influence in the field of imported cross-border e-commerce. Although Douyin also has considerable advantages, it still faces considerable pressure to compete with experienced players.
Secondly, Douyin’s logistics capabilities still need to be continuously improved. For e-commerce, logistics is a very important part, because logistics will involve user experience. Once the user experience is poor, it will have an impact on subsequent transactions. As veteran players in the e-commerce field, Alibaba and JD.com both have strong logistics systems. For example, JD.com has JD Logistics, while Alibaba has close ties with Tongda Express. Not long ago, Cainiao also launched its own express delivery business. Douyin e-commerce has chosen to cooperate with external logistics platforms to complete the fulfillment of e-commerce orders. At a time when consumers have higher demands for contract fulfillment capabilities, Douyin still cannot take its logistics lightly.
Thirdly, Douyin’s imported supermarkets have relatively few product categories, making it difficult to compare with established players in a short period of time. Product categories are also one of the factors consumers consider when choosing a platform. As they have been deeply involved in the field of cross-border e-commerce for a long time, both Tmall International and JD International have introduced extremely rich product categories, and the number of product categories continues to rise. middle. Data shows that Tmall Global currently has more than 46,000 global brands. In the past year, more than 8,000 new brands were introduced and more than 4 million new global products were launched. As for Douyin, because it has just launched this business, the products it has introduced are relatively limited and still needs to be expanded. However, Douyin is continuing to launch new product categories. Compared with the beginning of the launch, Douyin’s imported supermarkets have significantly increased the number of product categories and products.
summary
In fact, as competition in the domestic e-commerce market becomes increasingly fierce, going overseas to seek growth has become a common choice for many companies, and the cross-border e-commerce field has also welcomed the entry of various players. The growth of consumer demand for cross-border e-commerce has provided good soil for the development of cross-border e-commerce. Compared with other participants, Douyin can be said to be a real latecomer, but it has continuously tested the waters in the early stage and has accumulated a certain amount of experience. At the same time, Douyin can also rely on its advantages in content, traffic and other aspects to help the development of imported cross-border e-commerce business.
However, it must be said that although Douyin has certain advantages in importing cross-border e-commerce, it also faces various difficulties. In addition to facing senior players in the field of imported cross-border e-commerce, Douyin still needs to continue to improve in many aspects such as supply chain and logistics. In addition, because it is in its infancy, consumers may wait and see for a while. All in all, with the opening of Douyin's imported supermarkets, the field of imported cross-border e-commerce will also become popular again. As for how far Douyin's cross-border e-commerce can grow in the future, wait for time to give the answer.