Analysis of the New Battlefield of Internet Giants (Internet Main Battlefield)

Cross-border e-commerce is becoming another "battlefield" for Internet giants.

Not long ago, Pinduoduo launched the cross-border platform Mute, and the first stop was the North American market; This year, under the leadership of Fan Jiang, Ali's cross-border business was re-integrated, and recently announced the OKKI "independent station" solution; Since 202 1, TikTokShop has also opened the first stop in Southeast Asia. After tasting the sweetness, this year, we are fully engaged in business in many countries in Southeast Asia.

With the introduction of supporting policies, the acceleration of the construction of logistics network system and the continuous improvement of digital technology infrastructure, cross-border electronic commerce has maintained rapid development. However, the Black Swan incident broke out this year, and cross-border e-commerce is also facing challenges from the past to the future.

How do Internet giants who go out to sea stand out from the encirclement?

First, the giant goes to sea.

Internet giants have poured into cross-border e-commerce.

On September 1 day, the media reported that Pinduoduo's cross-border e-commerce platform Mute was officially launched in the United States.

According to Xinyan Finance and Economics, Mute's registered address is No.533, Loushanguan Road, Changning District, where Pinduoduo is headquartered. Mutt's website and APP have almost no difference in functional design. The website mainly focuses on women's clothing, including pet products, jewelry, daily necessities, children's products and other categories. Similar to SHEIN, the "20%" discount logo on the homepage of Mute website is very obvious.

Pinduoduo's attitude towards investment promotion is that the platform is still in the early stage of support, and risks such as operation, warehousing, logistics and exchange rate settlement are all borne by Pinduoduo.

At present, many mainstream recruitment platforms in China show that Pinduoduo has launched a large number of cross-border e-commerce recruitment information, including cross-border e-commerce business operations, category operations, product managers and other positions to prepare for its cross-border e-commerce projects.

In fact, giants such as Ali, ByteDance, JD.COM and Tencent have already entered the cross-border e-commerce track.

As early as 1999, Ali launched Alibaba International Station for B2B cross-border trade, and later developed AliExpress on the B2C platform, and later invested in Lazada for the local market in Southeast Asia, Trendyol in Turkey and Daraz in Pakistan, covering about 200 countries and regions around the world.

At the end of last year, Ali re-integrated and established two business segments: China digital commerce and overseas digital commerce. At the beginning of 2022, Fan Jiang, the former president of Taobao Tmall, was transferred to take over Ali's overseas digital business, and a series of combing and re-layout were carried out. It's just that the effect is not significant at present.

The latest financial report shows that from April to June this year, Alibaba's international business revenue increased by 2%, accounting for 7% of the total revenue, which was the same as that in fiscal year 2022.

The latest development of Ali's cross-border e-commerce is that at the recent China International Fair for Trade in Services, Alibaba International Station released an independent digital intelligent solution "OKKI" and a digital intelligent cross-border B2B logistics service.

JD.COM launched JOYBUY, a cross-border B2C platform, on 20 15. In addition, through cooperation with local e-commerce, JD.COM successively launched Indonesian Station in JD.COM and JDCentral in Thailand, and invested in Tiki.vn, a local e-commerce platform in Vietnam and JD.COM.

However, the development of B2C business in JD.COM is not ideal. 2021165438+1On October 24th, JOYBUY announced that due to the strategic development of the company, the platform would stop operating its existing business on February 9th, 2002165438. Prior to this, JD.COM lost in Russian and Australian markets. In Indonesian market, Ali and Tencent also accounted for more than half of the traffic.

On second thought, JD.COM turned to B2B business in cross-border electronic commerce and focused on global supply chain.

After being shut down for half a year, JOYBUY announced the upgrade from B2C platform to cross-border B2B trading and service platform in June last year165438+1October. The upgraded business is named "JD". COM global trade ",mainly in JD.COM. COM's supply chain infrastructure. By opening up the whole link of trunk transportation, overseas warehousing, terminal distribution and after-sales service, overseas factories and businesses can quickly enter foreign markets. In June this year, 18 officially opened for operation, focusing on the North American and Southeast Asian markets.

On June 5438+ 10 this year, JD.COM announced that it had reached a strategic cooperation with Shopify, a Canadian one-stop SaaS e-commerce service platform, to build a plug-in for Shopify merchants.

Tencent, which is considered to have no e-commerce gene, mainly invests in cross-border e-commerce. One of the most successful investment cases is Shopee under Sea. Shopee, founded on 20 15, has surpassed Lazada in Ali and become the first e-commerce platform in Southeast Asia.

But not willing to be an "outsider", Tencent Cloud released a one-stop solution for cross-border e-commerce at the 20021Tencent Digital Ecology Conference, which went deep into the cross-border e-commerce track.

With the rapid expansion of Tik Tok's influence in the world, ByteDance is also planning to go to sea.

In February, 20021year, Tik Tok Indonesia Station opened the local store registration, and two months later, the British project began. In 2022, even faster. In the first half of the year alone, Tik Tok e-commerce launched local and cross-border businesses in Thailand, Viet Nam, Malaysia, the Philippines and Singapore, and introduced preferential policies such as one-month commission exemption for new sellers to attract businesses.

According to the latest news from LatePost, Thailand, Vietnam, Malaysia, the Philippines and Singapore have been able to contribute at least 50% of GMV to Tik Tok e-commerce in Southeast Asia, and their monthly GMV in Indonesian market has reached 200 million US dollars. However, Tik Tok is relatively bleak in the UK market. In the first half of this year, the average monthly GMV in Britain was about one tenth of that in Indonesia.

Recently, it was revealed that Tik Tok is adjusting its global business. It is planned to do India, Malaysia, Thailand, Japan, South Korea and the Middle East first, and other regions will shrink first. At present, ByteDance has confirmed Tik Tok's adjustment plan to the media.

According to 36Kr news, in 2022, the GMV target of e-commerce in Tik Tok will be close to 654.38+0.2 billion yuan, nearly doubling on the basis of 2026.5438+0.

Second, why go to sea?

Giants have chosen e-commerce to go to sea, on the one hand, because domestic traffic has peaked.

Since 2003, the rapid growth of e-commerce industry can not be separated from the outbreak of online shopping demographic dividend, but now this growth rate is no longer.

According to the statistics of China Internet Network Information Center, the growth rate of online consumption dropped to 15.6% in 20 19, while the social retail consumption increased to 8% in the same year, and the two gradually converged.

The flow dividend has subsided, resulting in high customer acquisition costs for merchants. According to the China Internet Report 202 1 published by South China Morning Post, the customer acquisition cost of e-commerce platform in China has doubled in five years.

Everbright Securities reported that in 20 18 years, the acquisition cost of active customers in JD.COM was 1503 yuan, and Alibaba was 3 12 yuan.

At the same time, the growth of domestic e-commerce business of giants such as Ali is weak.

According to Ali's financial report, from April to June 2022, Ali's income was 205.555 billion yuan, with no growth year-on-year. Among them, business income in China decreased by 1% to14193.5 billion yuan, cloud business income increased by 10% to1768.5 billion yuan, and international business income increased by 2% to1545438.

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