Zheng Changqing Of Ebay: The Key Point Of Cross Border Export Supply Side Reform

On December 20, it was announced at the 2017 Yibang future retail conference Go ahead, eBay Zheng Changqing, general manager of China, published a report entitled "cross border" E-commerce retail The supply side structural reform brought about by exports and related situations. Zheng Changqing shares eBay's global cross-border development retail Some trends seen in the process of e-commerce export, such as the technology trend (such as the application of AI, AR / VR and other technologies in the e-commerce field), "digital generation" has grown into the main force of consumption.

He pointed out that supply side reform is the key for Chinese sellers to remain competitive in the global market. And this mainly includes the promotion of product research and development, brand building and supply chain delicacy management“ Usually, Chinese sellers and Chinese enterprises like to develop mature products, but we have to extend to the front-end earlier in order to gain competitive advantage. "

It is reported that the 2017 Yibang future retail conference, hosted by Yibang power network, will be held in Guangzhou Shangri La Hotel from December 20 to 22.

With the theme of "smart business", this conference includes two-day main forum, five sub forums, Horseshoe Club and other activities. Senior executives, experts and scholars, and media representatives from well-known enterprises in the field of e-commerce at home and abroad attended the conference for a total of 4000 people. It is worth noting that at this conference, digitization, intelligence and scenario have become the main theme, and big data algorithm, content and social networking are closely integrated with the industry. It reflects that business is on the edge of iterative evolution, which is a historic moment for low-dimensional to high-dimensional.

Zheng Changqing, general manager of eBay China

The following is a transcript of the speech:

Hello, dear friends and guests. It's my honor to share with you here. Thank you for your support.

My topic is the supply side structural reform brought about by cross-border e-commerce retail exports and related situations.

First of all, I would like to know whether our audience is engaged in cross-border e-commerce or traditional trade? OK, here I would like to introduce to you what is cross-border e-commerce retail export and its business model. In fact, it is very similar to traditional e-commerce, except that consumers are far away from Europe, America, Africa and Latin America. They can easily place orders on their mobile phones or through smart terminals, and goods can be delivered to the door globally. This is basically a cross-border retail export e-commerce. In the cross-border e-commerce retail export industry, China is worthy of the world's source of goods. As a big manufacturing country, our products and brands have entered the world through cross-border retail e-commerce. This industry has been booming for many years, and today there are many excellent sellers and excellent enterprises. Since its establishment in 1995, relying on its global platform attribute, eBay has been committed to cultivating the global cross-border retail e-commerce export. Today, we have accumulated a lot of experience.

1、 Technology trends

Today, I would like to share with you the impact of these major trends on the whole cross-border retail e-commerce and Chinese enterprises?

AI (Artificial Intelligence), no matter it's a self driving car, basically it will respond to what you say to it in science fiction movies. EBay has developed a small AI assistant called shopbot, which can directly communicate with consumers and users, making shopping easier and more interactive. With the help of artificial intelligence, the traditional consumption scene has changed from mobile phone search, text search and image search to dialogue with people, adopting an interactive way.

AR / VR (virtual reality), which is also a very interesting consumption scene or has a significant change in the future shopping experience and consumption experience. At present, the traditional mode of understanding commodities is more through pictures, and many through videos. Now in some consumption scenarios, virtual reality devices can make you immerse yourself in the experience environment that you want to buy products. For example, in Australia, eBay has made such a cooperation with local retail companies. Traditional retail companies are limited to physical stores, so they can't show all their products to consumers very conveniently or completely. It can be done through virtual reality. As long as you wear a device similar to glasses or eye mask, you can show all your products in a virtual reality way, This is an emerging industry trend and shopping experience. This is a great technological change for us, which will bring great impact on retail or product supply, product manufacturers and brand makers in the future, Because the way you interact with consumers is different.

Second, "digital generation" has grown into the main force of consumption

The key to the sustainable success of business lies in who can win the future and who can capture the young consumers now, which is what we call "digital natives". Being influenced by electronic products and even intelligent electronic products from childhood, the younger generation of consumers who are used to using these devices has become the main force of consumption. For them, life is a networked, digital and highly centralized life, which is totally different from our life experience 10 years ago or even 20 years ago. Maybe 20 years ago, we were limited to the main media in television, then to the Internet, and in the last 10 years, mobile phones. The younger generation of consumers have been in the information explosion environment since childhood. The channels and speed of obtaining information determine their global thinking, and they are willing to accept information quickly. Their acceptance of earlier and newer things is quite high.

III. significant impact on future business

In the future, we are going to face a group of people who are very willing to accept new things. Artificial intelligence and virtual reality will also bring about the reform and change of consumption experience. The change of these new-type population and their acceptance degree will promote the overall change of the whole cross-border retail. At the same time, what will happen to the global connection of massive data, as well as the connection of terminals, such as artificial intelligence and virtual reality, in the next five or ten years, what will happen to our cross-border retail e-commerce and sales of products around the world? I leave this issue for you to think about. It is up to us to explore and create together in the future.

4. Three major trends of future business

Just now, we can see that business, retail and transaction are everywhere and everywhere. It is a kind of globalization. Globalization does not mean that the whole world is engaged in this business, but the customer group you need to face and consider is already a very global group. In the past, the traditional products and trade thought more about a certain target market. Now, with the omnipresent and ubiquitous trend of the Internet, your products not only need to meet one or two markets, but also need to meet the global demand, because you don't know where the consumers who place orders for you tomorrow come from? The sellers on eBay can be sold to more than 200 countries around the world. On average, a big seller can sell products to more than 80 countries, covering almost all the world's population. Ubiquitous and ubiquitous, combined with the digital new generation, the impact on us is that products should be more advanced and more global.

5. Chinese sellers: supply side reform is the key to maintain competitiveness

First, product development. In what kind of purchase scenario will your future products complete such purchase? Like today, or through vision, pictures, videos? In fact, video and pictures are still in a one-dimensional to two-dimensional transition. Precise purchasing behavior, if it is a form of dialogue and virtual reality, how can your product be recognized and discovered precisely? How to communicate product requirements with your consumers? How do you understand their needs and launch products that meet their needs and lead their overall needs?

Second, brand building. Driven by the globalization of cross-border trade in the future, brand building is more important. Under the interactive communication mode, brand brings not only product premium, but also all aspects of service. In the future, we want to sell Chinese brands, not just "made in China", because this will bring you better transformation and recognition.

Third, supply chain fine management. The supply chain mentioned here is not only a procurement supply chain, but also a front-end Customer-oriented Supply Chain and a consumer oriented supply chain. We are facing the global shopping experience, which is the trend of the whole trend. Even for the orders from the other end of the earth, I also expect that the products and goods I buy can be delivered in a very short time. That is to say, more and more local shopping experience is required, including fast delivery and worry free return and exchange. However, in today's e-commerce environment in China or in China, we are all used to it, but the physical space is enlarged to the whole world, or to the mainstream consumption scenario countries, which has very high requirements for the whole operation, the whole supply chain and customer service.

For trade and cross-border e-commerce, we should think about how to promote the supply side structural reform in the above three aspects? Because the trend of the future has begun to move forward, the future has already happened. What we need to think about is how to catch up with the trend and change.

6. Develop products at the front end of the retail curve and establish a brand

Usually, Chinese sellers and Chinese enterprises like to develop mature products, but we have to extend to the front end earlier, because this is the link that can really capture the competitive advantage.

7. Follow the trend and connect the seller with the big trend

What role does eBay play in cross border retail e-commerce? In the mainstream European and American countries, we have launched the trial I just introduced. What eBay provides is a platform to connect Chinese sellers and products. We have more than 20 websites around the world, which are sold to more than 200 countries. On average, a seller sells to more than 80 countries, which can seamlessly connect with various currencies. EBay will help you to really push your products to the whole world, so that people all over the world can buy your products. But only if you think about what role we play in it, how to comply with the good trend, do a good job in the supply side structural reform, and make our products more competitive.

8. EBay helps Chinese brands go global

We also have some related brand plans, and we will provide special support to encourage sellers to better establish brands going global.

Finally, make a small advertisement and scan the two QR codes (PPT diagram). The QR code on the left is global direct sales. Welcome to join the circle of sellers and promote your products to the whole world. On the right is the official account of eBay, which pushes various kinds of dry goods every week. I hope you can get in touch with us. Thank you for sharing today（ Warm tips: This article is the first draft of shorthand. Please understand if there is any omission or omission