15.2.1 Business Models商业模式
The business models of Chinese CBEC firms for import has been innovated and flourished,with the following typical types emerging on the market:
♦The buyer model买手模式
The CBEC platform recruits overseas buyers to set up accounts on the platform and source quality products around the world for consumers.Quality control may be a weakness under this model.Representatives include ymatou.com; g.taobao.com.
♦The self-running model自营模式
The business runs its own CBEC platform and primarily sources and imports products directly from overseas sellers.Even if the platform offers the opportunity for other companies to set up flagship stores,it’s not the main service of the platform.Representatives include:mia.com; kaola.com.
♦The platform model平台模式
Businesses set up stores on the CBEC platform and sell to consumers,relying on the services provided by the platform,but the platform does not sell to consumers.Representative:tmall.hk.
♦The self-running+ platform model自营+平台模式
The platform both provides services to platform users and sells to consumers.Representatives include:jd.hk; g.suning.com.
♦The social media guided model社交媒体导流模式
Businesses create high quality and engaging contents and leverage on such social media behaviors of people as liking,following,commenting and sharing,etc.to gain traffic and achieve sales.Representative:xiaohongshu.com.
♦The live streaming model直播模式
Businesses on a live streaming platform invites influencers/key opinion leaders and present a sponsored live show and achieve publicity and/or sales via the platform’s transaction functions.Representative:TikTok Shop.
♦The shopping guide and rebate model导购和返利模式
The business runs its own platform which offers shopping guide service and rebates to customers by selecting quality products and/ordiscount information of international brand name products.It achieves this by automatically grabbing product links directly from other e-commerce platforms or cooperating with them.Consumers place orders from its website instead of the original platforms and the order is fulfilled by the business.Representatives include:55haitao.com;momoso.com
As to payment method selected by consumers,about 55% pay by Visa,47% by China UnionPay,40% by PayPal and 40% by MasterCard.