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Buy globally and sell globally, the cross-border market has opened the door to the world. No matter where you are in the world, you can find the products you want. The pattern of world stores has been formed, and cross-border e-commerce is no longer just a simple one-way export and one-way import concept.

According to Yibang Power Network, at the end of September 2016, a company called Liaison Interactive acquired 55.7 shares of Newegg for RMB 1.77 billion. In October 2017, Liaison Interactive launched a new product called "TT Overseas Purchase" e-commerce platform. So what kind of situation has Liaison Interaction set up?

The acquisition of Newegg took a fancy to its channels

It is understood that when VR appeared in the public eye in 2016, it was an instant hit, and the VR project of Liaison Interactive just happened to be Start layout. According to Liaison Interactive’s chairman He Zhitao’s speech at the Newegg acquisition press conference, the company’s VR business chain can be divided into four links. The first is R&D and production; the second is sales; the third is after-sales and service; and the fourth is It’s content and operations.

Xiang Hualiang, assistant to the chairman and spokesperson of Liaison Interactive, told Yibang Power Network that Liaison Interactive needs a strong channel when exploring foreign markets, and among the four links of Liaison Interactive VR business chain , Newegg can cover everything from the second to the fourth link.

As an important platform for interactive transformation of e-commerce, Newegg has 33 million users in North America and multiple branches around the world. It is the second largest IT/CE e-commerce company in North America. Its sufficient sales volume and good income were the reasons why Liaison Interactive acquired Newegg at that time.

After the reorganization, Newegg maintains independent operations

In terms of Newegg’s current development, Liaison Interactive did not engage in large-scale personnel integration, but maintained Newegg’s Independent operating status. Liaison Interactive provided financial support to Newegg and added performance requirements to the merger terms.

Xiang Hualiang told Yibang Power Network that the core of the "surgery" that has not been carried out in terms of personnel is that the two companies are tied together with the mentality of mutual entrepreneurship. As an old self-operated North American e-commerce company, Newegg’s founder is relatively willing to hand over the company to innovative, enterprising and breakthrough business leaders.

After completing the merger and acquisition, Liaison Interactive saw the advantages of China's manufacturing upgrades and international competitiveness, established Newegg as a shipping platform for Chinese suppliers, and will introduce third-party Chinese sellers on a large scale in the future. Xiang Hualiang said that the large-scale introduction of third-party Chinese sellers will be launched in 2018, and Newegg’s model will become the first system for self-operated third-party sellers to emerge. First, Liaison Interactive will complete the development of a third-party store platform, and then it will select China’s first batch of high-quality suppliers, manufacturers with independent intellectual property rights, or merchants with independent brands to enter.

Xiang Hualiang told Yibang Power Network that in the future, this part of the export business will be based on Newegg’s user demand data to determine the categories, brands and products for export. He will contact himself to select suppliers and Responsible for the development of all seller platforms in China.

Full automation of the supply chain improves user experience

It is understood that Newegg’s supply chain is a fully automated system. Ordering, sorting, packaging and distribution are basically automated. The process requires few people, so the cost of the supply chain is actually very low.

Xiang Hualiang said that it can be understood that Newegg’s warehousing is all self-operated warehouses, which are relatively efficient and the cost of sorting personnel is relatively low.

On Newegg, a vertical platform for 3C products, the attributes of the products are all standard products, such as CPUs, motherboards, mobile phones, power banks, etc. Therefore, it is better to implement a fully automated supply chain system. operate.

However, it is worth noting that in the future Newegg may become a platform that sells everything in North America, such as cosmetics, clothing, toys, etc. That means Newegg will develop into a full-category e-commerce platform.

tthaigou integrates the global supply chain to play overseas direct purchases

Relying on Liaison Interactive and its controlling shareholder Newegg (Newegg), a long-standing American e-commerce company, a powerful supply chain system came into being. Overseas shopping projects seem to have become a new cross-border favorite. Why does Liaison Interactive build such a new import platform?

Xiang Hualiang said that the logic is actually very simple. Newegg has accumulated many high-quality suppliers and a large amount of data in its past operations. These data can accurately analyze which products North American users like, which products are of higher quality and have high repurchase rates.

With China’s consumption upgrading, Chinese users are pursuing high-quality products. Based on the North American data collected by Newegg, it can be used on the tt overseas shopping platform to introduce high-quality suppliers from North America or the world to China to meet the changes in demand brought about by China's consumption upgrade.

After the trial operation is over, staff expansion and promotion are put on the agenda

Xiang Hualiang introduced to Yibang Power Network that tt Haigou had 4 months of testing and operation after it went online. These are operated by internal personnel. Next, in 2018, tt Haigou will recruit outstanding e-commerce operators from the society and expand them into the team.

“From the initial test, the unit price per customer is in line with our expectations, and the per capita consumption should be around US$200.” Xiang Hualiang said, “Currently there is no large-scale promotion. When the category is When the expansion coverage is relatively complete and users’ feedback on the product experience is good enough, we will launch a large-scale promotion. The first phase is mainly to polish the product to a state where consumer acceptance is relatively high.”

It is understood that tt overseas shopping adopts an overseas direct purchase model, part of which comes from Newegg’s self-operation, and part of which comes from direct shipments from enterprises.

The traffic bonus is reduced and tt overseas purchases choose to obtain traffic internally

First of all, Liaison Interactive was engaged in OS (operating system) before. In terms of OS, Liaison Interactive has its own traffic acquisition. channel. In addition, the cost of online traffic is getting higher and higher. tthaigou does not invest much in online shopping. Instead, the more advantageous traffic comes from the coverage of high-end people.

It is understood that Liaison Interactive acquired the equity of Di'an Win-Win 49 last year, and Di'an Win-Win's advantage lies in its sufficient airport advertising resources. Currently, it operates at Beijing Capital International Airport, Guangdong Baiyun International Airport, Wuhan Tianhe The international airport and Nanjing Lukou International Airport are covered. Through advertising coverage of high-end groups, offline traffic is directed online.

Survival in the cracks relies on sufficient global suppliers

The current domestic development of Tmall’s Global Shopping, JD.com’s Global Shopping and Xiaohongshu can be said to have carved up the import segment. Cake, how does tt overseas shopping survive in the cracks?

Xiang Hualiang told Yibang Power Network that what should be pointed out here is that Newegg has sufficient global supplier advantages. Good supplier relationships allow endorsed companies to enter China, and the overseas direct purchase model It also ensures the quality of the product.

Buy globally, sell imports and exports globally and collaborate at the same time

The interactive cross-border business will bring Newegg and tt overseas shopping together to develop, so how does tt overseas shopping cooperate with Newegg? What about buying globally and selling globally?

Xiang Hualiang said that Newegg in the United States will provide data for contact interaction and provide product interfaces, while operations will be operated by domestic teams. The operation team of tt Haigou also chooses a Chinese team to do it. This depends on the localization being more in line with the Chinese market, better understanding of the needs of Chinese consumers, and rapid response.

Data sharing and global supplier sharing can be said to be the best tool for two-way communication and interaction to promote cross-border e-commerce, and it is also the basis for the development of import and export cooperation.