Foreign Brands Rush to Join Chinese Platforms1外國(guó)品牌爭(zhēng)相入駐中國(guó)電商平臺(tái)

沈維多 譯/唐毅

As the ongoing pandemic has dampened many Chinese consumers’ habit of “buying abroad” over the past year， the cross-border e-commerce platforms， which now have become the only channel for many domestic consumers who seek for overseas products， have become a highland for foreign brands who want to keep consumers in the world’s second-largest economy.

The booming cross border e-commerce trade between China and other countries， has not only turned out to be a key factor in the recovery of foreign firms who are still struggling in pandemic woes， but is also a silver lining for global trade under the shadow of the pandemic.

According to data provided by Tmall Global， the cross-border business-to-consumer marketplace under Alibaba Group， also one of the most popular platforms in China， more than 29，000 brands across 5，800 categories had come onto the platform at the end of December 2020， and over 80 percent of them are entering China for the first time.

Brands， particularly small- and medium-sized players that have been hard-hit by the COVID-19 pandemic， are trying their best to enter new markets and find fresh channels for growth， according to the platform.

Apart from Tmall， another leading platform JD Worldwide， JD.com’s cross-border e-commerce platform， also previously said it has helped 270 new foreign brands to further expand sales channel in China via its platform in the first half of 2020 to meet the increasing consumption demand in the world’s second-largest economy， according to previous media reports.

The “foreign brands festival” has attracted an increasing number of Chinese consumers to purchase online. Over the past year， China’s cross-border e-commerce imports and exports increased by 31.1 percent year-on-year， according to the latest data released by the General Administration of Customs on January 14.

Figures have further improved from the first half of 2020， when trade volumes via cross-border e-commerce platforms， under the oversight of customs authorities， increased by 26.2 percent year-on-year， with exports and imports up by 28.7 percent and 24.4 percent， respectively.

“Under the weight of the pandemic， cross-border e-commerce， as a new business format， has gone from strength to strength，” Li Kuiwen， a customs spokesperson said， noting that cross-border e-commerce has now become an important force in stabilizing foreign trade.

Chinese e-commerce platforms have also been investing heavily to advance this trend， providing convenience and shortening procedures for brands who want to capture a slice of pie in the booming market.

For instance， Tmall Global announced a new suite of solutions at the 2021 Tmall Global New Seller Virtual Summit， to help global brands capture growing consumption opportunities in China.

As the first-ever virtual summit hosted by the platform with regional and category-specific content sessions spanning seven time zones from Tuesday until Thursday， it covers China’s cross-border e-commerce landscape and market insights， as well as case studies from different regions and industries， according to Tmall Global.

“We hope to provide foreign merchants with more confidence through this virtual summit， and provide solutions for those who cannot ‘go out’ due to the pandemic，” Maggie Liu， General Manager of Tmall Global， told the Global Times in an interview.

“We’ve entered a new phase， and it’s not just an opportunity for Tmall Global but the cross-border e-commerce industry as a whole. The reason is that Chinese consumers can’t travel abroad right now， but the demand is still there，” Liu said， adding that the most popular categories on its platforms are health products， beauty instruments and home appliances.

In addition to a streamlined on-boarding process， overseas brands and retailers will receive tailored consultation， operations and content support as well as other value-added services through Tmall Global and its partner network worldwide. Tmall Global will also roll out region-specific programs to further support merchants who plan to join the platform.

Liu said how to attract the local brands which are well-known in other countries but with less global awareness will be another key part， including some brands created by KOL， and some products with best quality in the world.

JD.com confirmed in August 2020 that it has held online investment promotion conferences in South Korea and Singapore to reach local brand merchants and help them seek the China market， said media reports.

Analysts said the increasing trend of cross-border e-commerce is also set to continue on the back of China’s consumption boom， highly developed logistics support chains， and favorable government policy.

Customs will continue to focus on the development of new business formats and corporate concerns， strengthen supervision， optimize services， further improve supervision and data integrity systems， promoting high-quality development of new cross-border e-commerce business formats， Li Kuiwen， the customs spokesperson said.

Logistics will also be ensured， Liu said， noting that Tmall Global has various freight logistics channels from bonded warehouses to chartered flights and it will also have random checks on the goods. So far， there has no any positive COVID-19 cases reported yet.

過(guò)去一年，疫情肆虐，抑制了許多中國(guó)消費(fèi)者“國(guó)外購(gòu)物”的習(xí)慣，跨境電商平臺(tái)現(xiàn)已成為眾多尋找海外產(chǎn)品的國(guó)內(nèi)消費(fèi)者唯一的購(gòu)物渠道，也成為想要留住世界第二大經(jīng)濟(jì)體消費(fèi)者的外國(guó)品牌的競(jìng)爭(zhēng)高地。

中國(guó)和其他國(guó)家之間蓬勃發(fā)展的跨境電子貿(mào)易，不僅是依然在疫情中掙扎的外國(guó)公司復(fù)蘇的關(guān)鍵因素，也是疫情陰霾下全球貿(mào)易的一線光明。

天貓國(guó)際是阿里巴巴集團(tuán)旗下的跨境B2C市場(chǎng)，也是中國(guó)最受歡迎的電商平臺(tái)之一。根據(jù)天貓國(guó)際提供的數(shù)據(jù)，截至2020年12月底，有5800個(gè)品類超過(guò)2.9萬(wàn)個(gè)品牌入駐，其中80%以上是首次進(jìn)入中國(guó)市場(chǎng)。

根據(jù)該平臺(tái)的說(shuō)法，各個(gè)品牌，尤其是受到新冠疫情沉重打擊的中小品牌，正竭力進(jìn)入新市場(chǎng)，力爭(zhēng)找到增長(zhǎng)的新渠道。

依據(jù)媒體以前的報(bào)道，除了天貓，另一主要平臺(tái)京東國(guó)際——京東集團(tuán)的跨境電商平臺(tái)——之前也曾宣布，2020年上半年，平臺(tái)已經(jīng)幫助270個(gè)新的外國(guó)品牌進(jìn)一步拓展在中國(guó)的銷售渠道，以滿足世界第二大經(jīng)濟(jì)體不斷增長(zhǎng)的消費(fèi)需求。

“海外品牌節(jié)”已經(jīng)吸引了越來(lái)越多的中國(guó)消費(fèi)者在線購(gòu)買商品。根據(jù)1月14日海關(guān)總署發(fā)布的最新數(shù)據(jù)，過(guò)去一年，中國(guó)的跨境電商進(jìn)出口同比增長(zhǎng)了31.1%。

2020年上半年以來(lái)，數(shù)字還在進(jìn)一步增長(zhǎng)——在海關(guān)的監(jiān)督下，跨境電商平臺(tái)的貿(mào)易額同比增長(zhǎng)了26.2%，出口和進(jìn)口分別增長(zhǎng)了28.7%和24.4%。

海關(guān)總署新聞發(fā)言人李魁文說(shuō)：“在疫情的影響下，跨境電商作為新業(yè)態(tài)已經(jīng)不斷壯大?！彼岬?，跨境電商現(xiàn)已成為穩(wěn)定對(duì)外貿(mào)易的一支重要力量。

為促進(jìn)這一趨勢(shì)，中國(guó)電商平臺(tái)也大力投入，為那些想從這個(gè)繁榮市場(chǎng)分得一杯羹的外國(guó)品牌提供便利，縮短流程。

比如，在2021天貓國(guó)際全球云上招商峰會(huì)上，天貓國(guó)際宣布了一系列新舉措，以幫助全球品牌抓住中國(guó)不斷增長(zhǎng)的消費(fèi)機(jī)會(huì)。

天貓國(guó)際稱，這是其平臺(tái)主辦的第一個(gè)線上峰會(huì)，從周二持續(xù)到周四，跨越7個(gè)時(shí)區(qū)，包含地區(qū)和品類的小組討論，議題覆蓋中國(guó)跨境電商的格局以及市場(chǎng)觀察，也有從不同地區(qū)和產(chǎn)業(yè)選取的案例研究。

天貓國(guó)際總經(jīng)理劉一曼在一次采訪中告訴《環(huán)球時(shí)報(bào)》：“我們希望通過(guò)這次線上峰會(huì)給予外商更多信心，為那些因疫情不能‘走出去’的商家提供解決方案。”

“我們已經(jīng)進(jìn)入一個(gè)新的時(shí)期，這不僅對(duì)天貓國(guó)際是一次機(jī)遇，對(duì)整個(gè)跨境電商行業(yè)來(lái)說(shuō)也是一次機(jī)遇。原因在于中國(guó)消費(fèi)者現(xiàn)在不能出國(guó)旅游，可需求依然存在?！?劉一曼還補(bǔ)充說(shuō)，平臺(tái)上最受歡迎的品類是保健品、美容儀器和家用電器。

除了簡(jiǎn)化入駐平臺(tái)的流程，海外品牌和零售商將能享受天貓國(guó)際及其遍布全球的合作網(wǎng)絡(luò)提供的個(gè)性化咨詢服務(wù)、營(yíng)運(yùn)、內(nèi)容支持及其他增值服務(wù)。天貓國(guó)際也會(huì)因地制宜地為想要入駐平臺(tái)的客商提供進(jìn)一步支持。

劉一曼說(shuō)，平臺(tái)的另一核心目標(biāo)是吸引其他國(guó)家全球意識(shí)不夠的當(dāng)?shù)刂放迫腭v，包括由關(guān)鍵意見領(lǐng)袖創(chuàng)立的一些品牌。

據(jù)媒體報(bào)道，京東商城在2020年8月證實(shí)，它已經(jīng)在韓國(guó)和新加坡舉辦了線上投資促進(jìn)會(huì)，以接觸當(dāng)?shù)仄放粕滩椭麄冊(cè)谥袊?guó)尋找市場(chǎng)。

一些分析師認(rèn)為，跨境電商保持不斷增長(zhǎng)的趨勢(shì)也有賴于中國(guó)消費(fèi)市場(chǎng)繁榮、物流支持鏈高度發(fā)達(dá)、政府政策十分有利等狀況。

海關(guān)總署發(fā)言人李魁文說(shuō)，海關(guān)將繼續(xù)聚焦新業(yè)態(tài)的發(fā)展和企業(yè)關(guān)切，持續(xù)強(qiáng)化監(jiān)管，優(yōu)化服務(wù)，進(jìn)一步完善監(jiān)管和統(tǒng)計(jì)制度，不斷推動(dòng)跨境電商新業(yè)態(tài)的高質(zhì)量發(fā)展。

劉一曼表示，物流也會(huì)得到保障，天貓國(guó)際擁有從保稅倉(cāng)庫(kù)到特許航班等不同的貨運(yùn)物流渠道，還將對(duì)貨品進(jìn)行抽檢。到目前為止，還沒(méi)有新冠陽(yáng)性的病例報(bào)道。

（譯者單位：東華大學(xué)）