跨境进口电商市场剖析中英双语版

（增值服务关注公回复加入“起点财经 群一。对于很多品牌和零售商而言，是试水的切入点。过去几年，越来越多的和传统零售商都开始构建自己的进口业务。已设立个电子商务综合试验区。年月至月，出台了一系列新年年底，可利用这段时间及时调整业务策略以适应新制度对于进口货品的市场概中国进口市场近年来保持稳步增长，主要归功于消费升级带来的正面影响。越来越多中市场的规模为1113亿元，同比增长49.6%，预计年规模将超过亿元（图1）。 额(十亿元 同比增资料来源:艾瑞；利丰整*计数进口业务可以分为B2C和C2C两种模式。根据ModaData的数据显示，B2C模式已经超图规模结构占图规模结构占资料来源:ModaData；利丰整目前，进口B2平台主要有两种：综合平台，这类以平台或自营方式运营；另要销售个品的产。3包了几主要平台其运模式： 书 产品类别丰富物流服根据咨询的统计，按照2018年上半年额，网易考拉以26.2%的市场份额居于首位，天国际随其，市份额2.4京东第，市份额3.4图）。 根据艾瑞2018年3月的一份显示，超过一半（56.3%）的受消费者介乎29岁-39岁；1.7的消者介2岁8岁40岁以的消费者的占则为7.8图5）6显示，大多数的消费者居在沿海地区13的受用户居住在，0.1居住在19居住许多消者为，691人每月至次。图5：中图5：中 品品 进 进 1234澳大利 5德 6新西 7荷 8法 9英 主要趋势和发自01年以来推出试点城，之后也推出了电子商务综合试验这些综试区先行先试，为推动健康发展探索新的经验及做法，包括、支付、物流、清、汇计算检验疫等多范，推了进口务的展。至0885个电商务合试区（9，其22个于218年8月7日由准建立，包括、呼和浩特、沉阳、长春、哈尔滨、、南昌、、长沙、南宁、海口、贵阳、、西安、兰州、厦门、、无锡、威海、、东莞，以及义乌。同时也敦促相关部门支持综试区的创新发展，在物流、仓储、通关等方面进一步简化流程、精简，完善通关、信息共享等配套政策，推进包容审慎有效的创新，推动国际贸易图图南宁、海口、贵阳、、西安、最近有一些获得了有关部门的批准，开设了一种全新模式的线下实体店，消费者可以从这些实体店直接进口产品，台立即清关，现场提货（“保税区进口+线下实体店”模式）。2018年2月，网易考拉在杭州开设了其首家线下实体店，之后2018年8月在郑州又开设了第二家。消费者可以直接在店内选购进口产品，结账的时候提供号，号之后，就可以进行付款，之后商品立即清关，整个过程只需约4分钟。消费者会收到提示清关完成，之将出示店员可提，免了等产送货的间。获批的线验店直接。图10对比了商品通过保税区进口模式和“保税区进口+线图图近来，很多平台包括京东、唯品会、网易考拉、书等，都在建立的海外仓从而更好的进行。2018年5月，唯品会就宣布其分部唯品国际将与京东全球购合作，运营供应链和海外仓。唯品会将会为京东全球购提供海外仓和物流服务，包括其个海外仓（其中8个海外唯品会自营）。这也使得唯品会能够更好的利用其海外仓以及设立海外仓可以看作是对直邮模式的改进（图11），海外的零售商可以将商品直接运输到外海仓，而不用到中国的仓库。接着从海外仓提取这些包裹，对于消费者而言，主要的优势就是海外仓可以帮助他们减少运费成本，因为可以大家一起平摊费用。但是，海外仓的时间就要比直邮的时间长。对于而言，建立海外仓就需要大量的投资，而也需很长间来解当的相的规。12列举海仓的势和的。图图a.对于消费者而言，物流成本较低–通过海运或者b.更好的–申请退换货之后，消费者可以d.由于平台建立和使用自己的外海仓，当为了优化客户体验，一些平台的龙头企业大力推动商品溯源服务，技术正越来越受到这些平台的关注和应用。有一些跟行业和机构合作，力图能让产品的全链路物流和信息加透明化。如178月天国际全启全球源计，用大数据，消费者可以追踪包括原产地、物流、清关、检验检疫申报等详细信息。中国检验认证、中国院、电商务品安质量家测中心参与了该划。我们认为在未来，技术将被更广泛的应用到领域。的应用将使得能目前，业务的最大之一就是政策风险。2016年3月底至4月初，就出台了几项新的政策，确保可持续的和维持公平的竞争环境。发布电子商务零售进口政策，也对行邮税进行调整，同时也实施了电子商务零售进口商品（简称「正面」），这都将参与业务的公司产生影响，比更高的税务负担，产品进入准许，更复杂的清关流程，以及质量合规问题等。但由于整个行业还未充分准备，把新政过渡期延长到2018年底。跨境业需随时意政转变做好应准备。过去一年里，在对的贸易摩擦逐渐升级的同时，中国一直以降低进口关税来增加进口。2018年7月，中国降低了部份日用消费品的进口关税，包括服装、日化用品、家用电子，以及体育用品。218910001年1月正式生效。总体的关税水平将从2017年的9.8降低到2018年的7.5%。促进进口当下的重中之重一般口产和品的格差在个大背下进步缩。结中国业务近年来蓬勃发展，市场竞争也日趋激烈。消费者对高品质和正品的需求越来越多，但是他们仍然喜欢在不同平台之间比价。我们认为平台也需要把重点放在简化应链提高购能，增产品样性确商品质上。虽然可能会带来一些潜在的影响，但是我们认为中国消费者对于高品质外国商品的需求仍然旺盛，因此市场仍将保持向上态势。同时，新的运营模式将逐渐兴起。预计也将出台新的政策更好地规范市场，促进这个行业的健康成长。与此同时，中国的第一部电子商务法于2018年9月正式通过，并将于起正式实行，这部法律将从报关、缴、检检疫方面一步高效率，优化流。联副电邮:电邮:chri冯氏利：(852)2300传真：(8522635©2018冯氏利丰。冯氏利丰致力于提供准确而可靠的资料，但并不保证本物的内容本物也非旨在涵所有内容对文中信息是否确完整本中心作任何明或暗示的诺或保。冯氏利研究心不会对任个人或单因阅读了物取某项行或采取某项行的承任何责任如欲征具体建议希获取中提事的息请您冯利联人文所的络联。 -LatestAsiaDistributionandRetailNovember2018Cross-borderimport mercehasbeenexpandingrapidlyoverrecentyears.Cross- merce(CBEC)tformsarehighlypopularamongconsumersand eoneofthemajorchannelstobuyauthenticforeignproducts.Formanybrandsandretailers,theCBECchannelisagoodstartingpointtotestthemarket.Inthepastyear,increasingnumbersof merceoperatorsandtraditionalretailershavesetuptheirownCBECbusinesses.TheernmenthasbeenverysupportivetowardthedevelopmentofCBEC.Ithasrolledoutanumberoffavourablepoliciessince2012toregularizeCBEC,andsetupcomprehensivee-commercepilotzonesthataredesignatedexclusivelyforthedevelopmentofCBECindustry.AsofAugust2018,thereare35CBECcomprehensivepilotzonesacrossthecountry.InMarchandApril2016,theernmentintroducednewpoliciesforCBECtofacilitatefurthergrowthanddevelopmentoftheCBECmarketandbalancetheimpactofCBEContraditionalimportersandexistingsaleschannels.ThenewpoliciessetforthnewtaxrulesforCBECbusinessesandnewsupervisionregulationscoveringnewoperationprocedures,apositivelistofpermittedimportedgoods,etc.CBECoperatorshavebeengivenatransitionperioduntiltheendof2018toadjusttheiroperationsandbusinessstrategiesinrelationtothenewsupervisionregulationsonCBECimports.Market’sCBEC(import)markethasmaintainedstabledevelopmentinrecentyears,fueledmainlybyindividualsupgradingtheirlevelofconsumption. consumersareincreasinglybuyinghigherqualityanduniqueoverseasproductsviaapprovedCBECtforms.AccordingtoiResearch,thetransactionvalueoftheCBEC(import)retailmarketincreasedby49.6%year-on-year(yoy)to111.3billionyuanin2017andisexpectedballoontoover350billionyuanby2021(ExhibitHecticthoughgrowthhasbeenfor’sCBEC(import)market,thepacehas,infact,slowedoverthepastthreeyears.ThismightbeattributableinparttothelaunchinlateMarchandearlyApril2016ofnewCBECtaxpoliciesandapositivelistforpermittedimportedgoods,whichmightposeuncertaintiesforthefuturedevelopmentofcross-bordertrade.Also,asthebase eslarger,growthratewouldnotbeasrapidasinpreviousExhibitExhibit1:TransactionvalueofCBEC(import)retailmarket,2014–2021Transactionvalue(Billionyiuan) Source:iResearch;compiledbyFungBusinessInligenceB2CmodelaccountsforthelargestshareoftotalCBEC(import)CBEC(import)businesscanbegroupedintoB2CandC2Cmodels.AccordingtoModaData,B2ChasexceededC2Cto ethemostsignificantCBECimportmodelin.ItisestimatedthattheB2Cmodelaccountedfor64.4%ofthetotalCBECimportmarketin2017(Exhibit2).TheB2Cmodelenablesregulatorstomonitortheactivitiesandtransactionsonthetformsandtaketheappropriateactionsimminentlyifrequired.Exhibit2:ShareofB2CandExhibit2:ShareofB2CandC2CofCBEC(import)market,2013–TwomajortypesofCBEC(import)tforms:integratedandverticalCBECtformsintheformofmarketcetforms,self-operatedtformsandhybridtformsorverticalCBECtformswhichareoftenacombinationofmarketceandself-operatedtforms.Theformersellsalargevarietyofcategoriesofproducts,whilethelatterfocusesonafewspecializedcategories.SelectedmajorCBECtformsandtheirmajoroperatingmodelsareshowninExhibit3.ExhibitExhibit3:Selectedmajor tformsandtheiroperatingIntegratedVerticalTmallJDVIPNetEaseOperatingandself-andself-andself-andWideGoodGoodbasedinbabyNetEaseKaola,TmallGlobalandJDWorldwidecontinuetotopthelistamongCBEC(import)yersAccordingtodomesticconsultingagencyiiMediaResearch,NetEase’sCBECarmKaolarankedfirstintheCBECmarketintermsoftransactionvaluewith26.2%marketsharein1H18,followedbyTmallGlobalwith22.4%marketshareandJDWorldwidewith13.4%marketshare(Exhibit4).ExhibitExhibit4:CBEC yersbymarketshare,AccordingtoasurveyreleasedbyiResearchinMarch2018,morethanhalfofthesurveyedCBECshoppersareagedbetween29and39(56.3%);21.7%ofareagedbetween24and28,and17.8%areaged40andabove(Exhibit5).AsshowninExhibit6,themajorityofCBECshoppersliveincoastalareas.13.2%ofthesurveyedshoppersliveinBeijing,10.1%liveinShanghaiand19.0%inGuangdong.ManyCBECshoppersarefrequentbuyers,with69.1%makemorethanonepurchasepermonth.Exhibit5:Exhibit5:CBEC oppersbyage,March18and 19- 24- 29- 40andExhibit6:Exhibit6:CBEC(import)shoppersbyregion,MarchFood,beautyand alcareproducts,andapparel,footwearandbagsarethebest-sellingcategoriesforCBEC(import)marketconsumers’concernsaboutproductsafetyhavedriventhedemandforimportedproductswhicharegenerallyperceivedashavingbetterqualitythandomesticallyproducedgoods.Exhibit7showsthecategoriesofproductspurchasedbyCBECshoppersonCBECtformsduringMarch2017toMarch2018.Food(55.0%),beautyand alcareproducts(49.0%)andapparel,footwearandbags(48.3%)weremostlypurchasedCBECshoppersduringthesurveyedExhibitExhibit7:CategoriesofproductspurchasedbyCBECshoppers tforms,March2017–MarchAsshowninExhibit8,CBECshoppersboughtmostlyfromJapan,theU.S.andSouthExhibit8:TopExhibit8:Topcountries/regionsofcross-borderonline,Keytrendsand1.ernmentestablishesmorepilotzonesforSince2012,theernmenthasrolledoutapilotprogramandestablishedpilotzonesforCBECimportbusiness.ThesepilotzonestaketheleadinsettingnewstandardsforCBECtransactions,payment,logistics,customsclearance,exchangesettlement,inspection,etc.,andfacilitatethedevelopmentoftheCBECimportbusiness.AsofAugust2018,has35CBECComprehensivePilotZones(Exhibit9);22ofwhichwereapprovedbytheStateCouncilon7August,2018,includingpilotzonesinBeijing,Hothot,Shenyang,Changchun,Harbin,Nanjing,Nanchang,Wuhan,Changsha,Nanning,Haikou,Guiyang,Kunming,Xian,Nanzhou,Xiamen,Tangshan,Wuxi,Weihai,Zhuhai,DongguanandYiwu.TheStateCouncilhasalsourgedrelevanternmentdepartmentstosupportinnovationanddevelopmentintheCBECComprehensivePilotZones,includingstreamlininglogisticsprocessesandcustomclearanceprocedures,enhancinginformationsharing,promotingeffectiveregulatoryinnovation,andpushingforwardwithinternationaltradeliberalization,facilitationandbusinessinnovation.ExhibitExhibit9:CBECcomprehensivepilotzones,asofAugust1stHangzhou,Ningbo,Tianjin,Shanghai,Chongqing,Hefei,Zhengzhou,Shenzhen,Suzhou2ndBeijing,Hothot,Shenyang,Changchun,Harbin,Haikou,Guiyang,Kunming,Xian,Nanzhou,Xiamen,Tangshan,Wuxi,Weihai,Zhuhai,DongguanandYiwu5.CBECyerssetupnewformofofflinestorestosellbondedimportedInrecentyears,someCBECoperatorshavesetupofflineexperientialstorestodisyoverseasproductssoldontheirwebsiteandprovideaphysicaltouchpointforcustomerstoseeandfeeltheproductsbeforecingorders.CustomersstillneedtobuyproductsonlineviaauthorizedCBECtformsandtheimportedproductswillbesenttotheirhomebycourier.Morerecently,someCBECyers,aftergainingapprovalfromrelevant ,haveopenedanewformofofflinestoreswherecustomerscanpurchaseandpick-upthebondedimportedproductsdirectlyinthestores(the“bondedareaimport+offlinestore”model).Thebondedimportedproductsgothroughcustomsclearanceonlyafterthecustomershavecedtheorders.InFebruary2018, openeditsfirstofflinestoreinHangzhou;itthenopenedthesecondstoreinZhengzhouinAugust2018.Customerscanpurchasebondedimportedproductsdirectlyinthestore.Afterchoosingtheproductstheywanttopurchase,customerscangostraighttothecashier,providetheirIDcardnumberandephonenumberandsettlepayment;thecustomsclearanceprocesswillthenbeprocessedimmediay.Theprocessreportedlywilltakearound4minutes.CustomerwillreceiveaSMSnotificationifthecustomsclearanceissuccessful.AftershowingthecashiertheSMS,customerscanpick-upthegoodsdirectlyinthestorewithouttheneedtowaitfortheproductstobesenttotheirhome.Theofflinestoreisdefactoanextensionofthebondedareaimportmodelwherebyoverseasproductsinthebondedwarehousein canbesoldintheapprovedexperientialstore,andtheywillgothroughcustomsclearanceonlyaftercustomershavecedordersin-storeorviatheCBECwebsite.Exhibit10comparestheflowofCBECproductsviathebondedareaimportmodelandthe“bondedareaimport+offlineExhibitExhibit10:FlowofCBECproducts,bondedareaimportmodelvs.“bondedareaimport+offlinestore”modelSource:FungBusinessInSomeleadingCBECyerssuchas ,NetEaseKaolaandXiaohongshuareramupeffortstobuildoverseaswarehousestofacilitatecross-bordership.Forexample,inMay2018, announcedthatitsCBECarmVIPInternationalwillcooperatewithJDWorldwideinoperatingCBECsupplychainandoverseaswarehouses.willprovideoverseaswarehousingandlogisticsservicestoJDWorldwide,including12overseaswarehouses(ofwhicheightofthemareself-operatedbyVIP.com).Thisallows tobetterutilizeitsoverseaswarehousesaswellasitsshipservices,whilereducingcostsandimprovinglogisticsefficiency.Indeed,thesettingupofoverseaswarehousesbyCBECoperatorscanberegardedasamodificationofthedirectmailmodel(Exhibit11).AftercustomersceordersonaregisteredCBECtform,overseasretailerswillshiptheproductstotheoverseaswarehouseinsteadofsendingthemdirectlytothewarehousein.TheCBECoperatorwillcollectandstoretheparcelsintheoverseaswarehousebeforeshiptheminlotstowarehousesin.Forcustomers,amajoradvantageofusingoverseaswarehousesisthatlogisticscostswillbecheaperthanthatofthedirectmailmodelasmorerecipients(customers)cansharethelogisticscosts.However,shiptimewillbelongerthanthedirectmailmodel.ForCBECoperators,settingupoverseaswarehousesinvolvesubstantialinvestments.Theyalsoneedtospendsometimetounderstandandadapttolocalpractices.Exhibit12showstheadvantagesandchallengesofusingoverseasExhibitExhibit11:FlowofCBECproducts,directmailmodelvs.“directmail+overseaswarehouse”modelSource:FungBusinessInExhibitExhibit12:AdvantagesandchallengesofusingoverseasChallengesofusingoverseasLowerlogisticscostsforconsumers–Bygrouparcelsfromseafreightandairfreighttooverseaswarehousesfirstbeforesendingtowarehousesreportedlycansave30-50%logisticscostscomparedwiththetraditionaldirectmailmodel.Betterafter-salesservice–Consumerscansendbackthegoodstotheoverseaswarehousesforrepairandreturn,whichcanincreasetheirstickinesstowardsthetform.Localpolicies–Thesettingupofandopera-tionsofoverseaswarehousesareaffectedbylocalernmentpolicies.Anychangesinlocalpolicieswillaffecttheoperationsoftheware-Highinvestmentandoperationcosts–thecostsofsettingupoverseaswarehouseaswellastheday-to-dayoperationcostsarehigh.Ittakestimeforoverseaswarehousesoperatorstofullyunderstand,localizeandadapttolocalAsCBECtformsbuildandusetheirownoverseaswarehouses,brandowners/retailersneedtodealwithdifferentwarehouseswhensellingondifferenttforms.Thisisnotconven-ientforbrandowners/retailers.Longerdeliverytime–ThedeliverytimeofCBECgoodsislongercomparedtothedirectmailmodel.Source:FungBusinessIn4.PuttingmoreemphasisonproducttrackingToprovidebetteruserexperience,someleadingCBECtformsareapplyingvariouswaystotrackandtracethemovementofCBECgoods.Blockchaintechnologyis increasingpopularamongCBECoperatorsasamethodfortrackingproducts.SomeCBECyersarealsocooperatingwithrelevantindustryassociationsandernmentdepartmentstomakethemovementofCBECgoodsmoretransparenttoconsumers.Forexample,inAugust2017,TmallGloballaunchedtheGlobalProductTraceabilityProject.Facilitatedbyblockchaintechnologyandbigdata,productinformationincludingoriginofproduction,logistics,customclearance,inspectionanddetailsaremadeavailableforpublicuse.Certification&Inspection(Group)Co.,.,NationalInstituteofStandardization,NationalMonitoringCenterforCross-border SecurityRiskhavereportedlyjoinedtheproject.Goingforward,itisexpectedthatblockchaintechnologyforproducttraceabilitywillwidelybeadoptedintheCBECsector.Withthistechnology,leadingCBECtformscancollect,integrateanddisyproductinformationtoconsumersinamoretransparentway,thusgainingcustomertrustandloyalty.MajorPotentialchangesmayaffectbusinessCurrently,oneofthebiggestchallengesfacingenterprisesengaginginCBECbusinessisthechangingernmentpolicies.InlateMarchandearlyApril2016,theernmentannouncedseveralnewpoliciestoensuresustainabletaxcollectionandfosterfaircompetition.ThenewpoliciessetforthnewtaxrulesfordifferentCBECmodels,newtaxratesforalpostalarticletaxaswellasnewsupervisionregulationscoveringnewoperationprocedures,apositivelistofpermittedimportedgoods,etc.ThesemaycreatenewchallengesforcompaniesengaginginCBECbusiness,suchasahighertaxburden,productentry,morecomplicatedcustomclearanceprocedures,andqualitycomplianceissues.Thetransitionperiodfortheimplementationofthenewpolicieshasbeenextendedseveraltimestoend-2018astheindustryisnotreadyforthechanges.Enterprisesneedtobealerttothechangesandadjusttheirstrategiesaccordingly.-U.S.tradewarposenegativeimpactinlong-run;importtariffscutsnarrowthepricegapbetweengeneralimportsandCBECgoodsThe-U.S.tradewarislikelytolastmuchlongerthanoriginallythought—extendingwellintothesecondhalfof2019;thismayhinder’seconomicgrowthandposeanegativeimpactonpeople’swillingnesstoconsume.ThisinturnmayaffectthebusinessofCBECoperatorsinthemediumtolongterm.Inthepastyear,hasbeenkeentoincreaseimportsamidtherisingtensionwithU.S.Ithastakenboldstepstoincreaseimportsbyreducingimporttariffs.EarlierinJuly2018,reducedimporttariffsonarangeofconsumeritemsincludingapparel,cosmetics,homeappliances,andfitnessproducts.InSeptember2018,theMinistryofFinanceofthePRCannouncedfurthercutsonimportdutiesonnearly1,600productsincludingtextileproductsstarting1November,2018.Theoveralltarifflevelwillbereducedto7.5%in2018from9.8%in2017.Indeed,promotingimportshasbeenamajorpriorityoftheernment;thepricegapbetweengeneralimportsandCBECgoodsissettofurthernarrowagainstt