跨境電商物流發(fā)展現(xiàn)狀與問(wèn)題-阿里-海外倉(cāng)

2017年5月狹義跨境電商廣義跨境電商B狹義跨境電商廣義跨境電商B跨境電子商務(wù)概念有廣義和狹義之分：?廣義的跨境電子商務(wù)是指分屬不同關(guān)境的交易主體通過(guò)電子商務(wù)手段達(dá)成交易的跨境進(jìn)出口國(guó)?狹義上的跨境電子商務(wù)概念特指跨境網(wǎng)絡(luò)零售，指分屬不同關(guān)境的交易主體通過(guò)電子商務(wù)平臺(tái)達(dá)成交易，進(jìn)行跨境支付結(jié)算、通過(guò)跨境物流送達(dá)商品，完成交易的一種國(guó)際貿(mào)易新業(yè)態(tài)?？缇尘W(wǎng)絡(luò)零售是互聯(lián)網(wǎng)發(fā)展到一定階段所產(chǎn)生的新型貿(mào)?？缇矪2B(出口)阿里巴巴國(guó)際站、中國(guó)制造網(wǎng)略跨境B2B(進(jìn)口)略天貓國(guó)際、淘寶全球購(gòu)、洋碼頭網(wǎng)易考拉、京東全球購(gòu)、聚美書(shū)易規(guī)易規(guī)2萬(wàn)億增長(zhǎng)2015年中國(guó)跨境電商交易規(guī)模達(dá)4.8萬(wàn)億元，同比增長(zhǎng)28%中國(guó)跨境電商交易及進(jìn)出口貿(mào)易規(guī)模4CAGR+20.1%4.83.751.2200820092010201120122013201420152020E跨境電商交易規(guī)模(萬(wàn)億)貨物進(jìn)出口總值(萬(wàn)億)100%90%80%70%60%50%40%3100%90%80%70%60%50%40%30%20%10%0%55%10.6%11.8%15.7%30.5%95%89.4%88.2%84.3%69.5%20122013201420152020E零售占跨境電商的比例B2B占跨境電商的比例16.9%。100%90%80%70%60%50%40%30%20%10%0%跨境電商進(jìn)口、出口交易額占比0%2%25%88.9%90%88%75%11.1%16.9%0%2%25%88.9%90%88%75%11.1%16.9%883.1%20122013201422012201320142015俄羅斯以色列 泰國(guó)烏克蘭波蘭捷克摩俄羅斯以色列 泰國(guó)烏克蘭波蘭捷克摩爾多瓦土耳其白俄羅斯新加坡?lián)?包括跨境電商零售出口和跨境電商零售進(jìn)口)，我們編制了“一帶一路”沿線(xiàn)國(guó)家ECI指數(shù) Index,跨境電商連接指數(shù))，旨國(guó)家在跨境電商貿(mào)易方面的連接“中國(guó)制造”的商品越多；進(jìn)口3.90.7“一帶一路”沿線(xiàn)國(guó)家“一帶一路”沿線(xiàn)國(guó)家2016年ECI跨境電商連接指數(shù)Top20國(guó)家29.029.00.3007.8007.004.04.02.30000.20ECI出口指數(shù)ECI進(jìn)口指數(shù)4.70.4沙特阿拉伯拉脫維亞斯洛伐克保加利亞羅馬尼亞立陶宛馬來(lái)西亞數(shù)據(jù)來(lái)源：國(guó)家統(tǒng)計(jì)局、海關(guān)總署、全球速賣(mài)通(數(shù)據(jù)來(lái)源：國(guó)家統(tǒng)計(jì)局、海關(guān)總署、全球速賣(mài)通(AliExpress)、天貓國(guó)際、淘寶全球購(gòu)；阿里研究院分析印度尼西亞國(guó)家，俄羅斯、烏克蘭、以色列、白俄羅斯、波蘭購(gòu)?俄羅斯、烏克蘭、以色列、白俄羅斯、波蘭是購(gòu)買(mǎi)力排名前五的“一帶一路”沿線(xiàn)國(guó)家?！耙粠б宦贰毖鼐€(xiàn)國(guó)“一帶一路”沿線(xiàn)國(guó)家中購(gòu)買(mǎi)力排名前五的國(guó)家俄羅斯烏克蘭列白俄羅斯波蘭?手機(jī)和零配件、時(shí)尚珠寶、女裝、服裝和配飾、美甲用品是最受歡迎的五大品類(lèi)。在“一帶一路”沿線(xiàn)國(guó)家最受歡迎的五大品類(lèi)(2016年在“一帶一路”沿線(xiàn)國(guó)家最受歡迎的五大品類(lèi)(2016年)手機(jī)和零配件時(shí)尚珠寶女裝服裝和配飾美甲用品數(shù)據(jù)：全球速賣(mài)通(AliExpress)統(tǒng)一市場(chǎng)的代價(jià)：平均交易距離0公里統(tǒng)一市場(chǎng)的代價(jià)：平均交易距離0公里社會(huì)物流協(xié)同成本過(guò)高社會(huì)物流協(xié)同成本過(guò)高002015年中美物流成本結(jié)構(gòu)對(duì)比運(yùn)輸成本持有成本運(yùn)輸成本持有成本跨境物流制度將成全球化最大跨境物流制度將成全球化最大問(wèn)題北京曼北京曼谷北京北京0%00920102011201220132014201515-59歲人口增速三大主流物流模式跨境電商進(jìn)口三大主流物流模式主流的跨境進(jìn)口物流模式，消費(fèi)者感知時(shí)效最短，物流成本相對(duì)較低但對(duì)品類(lèi)與貨量要求不大關(guān)二段物流一二段物流收貨收貨海外海外倉(cāng)跨境電商48新政影響：物流方式?jīng)Q定稅率郵稅以下免征基30%50%物品進(jìn)口稅稅率表》《進(jìn)境物品歸類(lèi)表》、《進(jìn)境物品完稅價(jià)格表》商綜合包括消稅增值稅并按照全部征稅額的70%征收，物流費(fèi)用，保險(xiǎn)計(jì)入總額規(guī)定跨境消費(fèi)單筆不得超過(guò)年度不能超過(guò)2萬(wàn)元照行郵稅征收稅率調(diào)整為3檔現(xiàn)在現(xiàn)在原來(lái)郵政系統(tǒng)公共服務(wù)成本低時(shí)效慢郵政系統(tǒng)商業(yè)服務(wù)成本高時(shí)效快物流公司無(wú)法吃下整條供應(yīng)鏈全球智能配送平臺(tái)(全球智能配送平臺(tái)(GSDP)數(shù)據(jù)驅(qū)動(dòng)協(xié)同每個(gè)節(jié)點(diǎn)都是利潤(rùn)節(jié)數(shù)據(jù)驅(qū)動(dòng)協(xié)同國(guó)內(nèi)快遞預(yù)分揀商業(yè)攬收關(guān)國(guó)內(nèi)快遞預(yù)分揀商業(yè)攬收關(guān)務(wù)服務(wù)干線(xiàn)公司礎(chǔ)設(shè)施逐步搭建利、愛(ài)沙尼亞等東歐國(guó)家，土耳其等西亞國(guó)家、馬來(lái)西亞、泰國(guó)、越南等東南亞國(guó)家在內(nèi)的14國(guó)郵政伙伴開(kāi)通郵路。內(nèi)的“一帶一路”沿線(xiàn)國(guó)數(shù)十家本土物流合作商與16條跨境專(zhuān)線(xiàn)，共50余家合作伙伴線(xiàn)國(guó)家布局了17個(gè)海外倉(cāng)，分布在俄羅斯、印度、東南亞等地。數(shù)據(jù)來(lái)源：菜鳥(niǎo)網(wǎng)絡(luò)AE大促進(jìn)港：俄郵據(jù)AE大促進(jìn)港：俄郵據(jù)對(duì)接決對(duì)俄出口跨境物流問(wèn)題俄前俄前20大城市15天內(nèi)簽收俄羅斯郵政部被普京免職俄前俄前20大城市15天內(nèi)簽收馬來(lái)西亞：中國(guó)以外的第一個(gè)eWTP試驗(yàn)區(qū)——eHub2日，阿里巴巴與馬來(lái)西亞正式?“數(shù)字自由貿(mào)易區(qū)”由菜鳥(niǎo)網(wǎng)絡(luò)和Lazada牽頭，在吉隆坡國(guó)際機(jī)場(chǎng)打造一個(gè)國(guó)際超級(jí)物流樞紐，為馬來(lái)西亞中小企業(yè)跨境貿(mào)易提供物流、倉(cāng)儲(chǔ)、通關(guān)、貿(mào)易、金融等一系列供應(yīng)鏈設(shè)施和商業(yè)服務(wù)。?探索跨境電子商務(wù)貿(mào)易新規(guī)則。?提供“一站式”外貿(mào)綜合服務(wù)，幫助中小企業(yè)更方便、高效地進(jìn)行貿(mào)易。促進(jìn)B2B貿(mào)易。?利用阿里云和大數(shù)據(jù)技術(shù)，支持馬來(lái)西亞培育本土創(chuàng)業(yè)公司，培育和儲(chǔ)備數(shù)字經(jīng)濟(jì)人才等。輻射東南亞、南亞等海上絲輻射東南亞、南亞等海上絲綢之路重要國(guó)家6億人口 3千萬(wàn)人口人口密集區(qū)域的物流支撐基礎(chǔ)設(shè)施民已超35億流高頻-碎片近現(xiàn)民已超35億流高頻-碎片近現(xiàn)代海關(guān)制度貿(mào)易法令誕生威斯特法利亞確立16481684-17891839-18742010-今制度便士郵資法權(quán)政交換非標(biāo)準(zhǔn)品城鎮(zhèn)化趨勢(shì)產(chǎn)業(yè)布局線(xiàn)下實(shí)體融合并被改造物流影響泛化非標(biāo)準(zhǔn)品城鎮(zhèn)化趨勢(shì)產(chǎn)業(yè)布局線(xiàn)下實(shí)體融合并被改造物流影響泛化線(xiàn)線(xiàn)上物流二元化倉(cāng)倉(cāng)配標(biāo)標(biāo)準(zhǔn)產(chǎn)品快遞快遞全鏈路數(shù)全鏈路數(shù)據(jù)化物流數(shù)據(jù)物流數(shù)據(jù)實(shí)時(shí)化物物流數(shù)據(jù)全量化-動(dòng)態(tài)化線(xiàn)線(xiàn)上線(xiàn)下融合化傳傳統(tǒng)庫(kù)存與供應(yīng)鏈被改造物物流節(jié)點(diǎn)以什么形式存在不重要OMMERCEIN2CompanyConfidentialandproprietary1234整體電商發(fā)展趨勢(shì)及線(xiàn)上/線(xiàn)下比較E-commercelandscapeandonline/offlinecomparison電商消費(fèi)者研究E-commerceconsumerbehavioranalysis跨境電商模式分析Cross-borderE-commerceanalysis跨境電商消費(fèi)者研究Cross-borderE-commerceconsumerbehavioranalysis””4CompanyConfidentialandproprietary20112012CompanyConfidentialandproprietary201120122013201420152016e2017e2018e2019e2020e2021e+2%vs015ChinaHLEADINGTHEWORLDINineSalesRevenueontotalinternetuserAAppernumber+14%國(guó)國(guó)2016第一季度ChinasmajoronlineesH+90%+99%數(shù)據(jù)來(lái)源：尼爾森零售研究電商數(shù)據(jù)庫(kù)DataSource:NielsenRetailIndexandeCommerceTracking5CompanyConfidentialandproprietary+5%+10%+3%+7%+58%+27%+28%NE2014vs.20132015vs.20142016H1vs.2015H1++1%+6%數(shù)據(jù)來(lái)源：尼爾森零售研究電商數(shù)據(jù)庫(kù)DataSource:NielsenRetailIndexandeCommerceTracking6CompanyCompanyConfidentialandproprietary+4%YTDDec15+24%%28%23%12%15%9%4%6%1%-1%31%3%0%STSALESGROWTH全國(guó)|34種在線(xiàn)的快消品類(lèi)的線(xiàn)下和線(xiàn)上銷(xiāo)售額(月度和季度)|相比去年同期增長(zhǎng)百分比NationwideOnlineFMCGCategoriesOnlineOfflineSalesValue(Monthly&Quarterly)|MAT線(xiàn)下線(xiàn)上線(xiàn)上+線(xiàn)下線(xiàn)下線(xiàn)上Online年度+7%+7%14Q114Q214Q314Q415Q115Q215Q315Q47/158/159/1510/1511/151-21/5來(lái)源：尼爾森RMS(品類(lèi)定義基于尼爾森定義)Source:NielsenRMS(CategorydefinitionisbasedonNielsendefinition)8CompanyConfidentialandproprietary15%16%JuneNovember十二月10%11%CompanyConfidentialandproprietary15%16%JuneNovember十二月10%11%9%December17%17%數(shù)據(jù)來(lái)源：尼爾森電商監(jiān)測(cè)服務(wù)，基于58個(gè)線(xiàn)上品類(lèi)Datasource:NielseneCommerceMeasurementService(basedon58categories)CompanyConfidentialandproprietary節(jié)CompanyConfidentialandproprietary節(jié)節(jié)9年節(jié)節(jié)節(jié)人節(jié)臘月初八節(jié)節(jié)八月十五臘月初八節(jié)節(jié)八月十五一節(jié)節(jié)二二節(jié)節(jié)月初一節(jié)人節(jié)品牛節(jié)小小紅書(shū)黑色星期五月初五節(jié)十五節(jié)九月初九月初五節(jié)十五節(jié)九月初九會(huì)唯品唯品會(huì)撒嬌節(jié)風(fēng)尚風(fēng)尚節(jié)東店慶CompanyConfidentialandproprietary23%線(xiàn)上購(gòu)買(mǎi)不只是單純替代線(xiàn)下購(gòu)買(mǎi)，也帶來(lái)了可觀的新消費(fèi)CompanyConfidentialandproprietary23%UMPTION線(xiàn)上購(gòu)買(mǎi)為新增消費(fèi)aseisnewconsumption2625東部南部S東部南部South西部West““”CompanyCompanyConfidentialandproprietary3020100中國(guó)網(wǎng)民規(guī)模與普及率ScaleandpopularityofInternetusersinChina46%42%68840%56423%16%20%200701320142015網(wǎng)民數(shù)量(百萬(wàn))互聯(lián)網(wǎng)普及率etpenetrationAsofDecChinasInternetusersreached688millionatotalof51millionnewusersthroughoutghercomparedwiththeendoftusershadhoursofrweekessentiallythesameasDatasource:ChinaInternetNetworkInformationCenter網(wǎng)民平均每周上網(wǎng)時(shí)長(zhǎng)Averageweeklyinternetaccess25.026.126.220112012201320142015網(wǎng)民人均周上網(wǎng)時(shí)長(zhǎng)(小時(shí))Averageweeklyinternetaccess(hour)CompanyConfidentialandproprietary+35.7%15%TotalonlinevaluesalesincreasedeveryyearOW國(guó)網(wǎng)絡(luò)購(gòu)物市場(chǎng)交易規(guī)模3.8萬(wàn)億元，在社會(huì)消費(fèi)品零售總額中占比迅速增長(zhǎng)到12.7%。InChinasonlinevaluesalesreachedtrillionaccountedforofthetotalretailsalesofconsumergoods.網(wǎng)購(gòu)交易總額Totalonlinevaluesales5,0004,0003,0002,0001,00004.1% 1210.6%0.34.1% 1210.6%0.3%2612%9%6%3%0%2006200720082009201020112012201320142015網(wǎng)購(gòu)交易總額/社會(huì)消費(fèi)品銷(xiāo)售總額網(wǎng)購(gòu)交易總額/社會(huì)消費(fèi)品銷(xiāo)售總額Totalonlinevaluesales/TotalretailsalesofconsumergoodsTotalonlinevaluesales(billion)來(lái)源：中國(guó)互聯(lián)網(wǎng)絡(luò)信息中心，國(guó)家統(tǒng)計(jì)局Datasource:ChinaInternetNetworkInformationCenter,NationalBureauofStatisticsCompanyConfidentialandproprietaryCompanyConfidentialandproprietaryERINSIGHTS網(wǎng)購(gòu)人群分析網(wǎng)購(gòu)人群分析OnlineShopperAnalysis網(wǎng)購(gòu)?fù)屏nlineShoppingDrivers總體網(wǎng)購(gòu)特征e不同人群網(wǎng)購(gòu)特征hoppers推動(dòng)網(wǎng)購(gòu)增長(zhǎng)ppingfestivalspromoteneshoppinggrowth外賣(mài)-網(wǎng)購(gòu)后起之秀Takeout-risingstarofopping購(gòu)滲透率高cehashoppingCompanyConfidentialandproprietary網(wǎng)購(gòu)人群分析OnlineShopperAnalysis特征網(wǎng)購(gòu)的主要群體是年齡在18-35歲的年Themaingroupofonlineshoppingisyoungwomenaged18-35,withhighernandfamilymonthlyincome促銷(xiāo)和社交網(wǎng)站是促使他們發(fā)生沖動(dòng)購(gòu)ndsocialnetworkingsitesimpulsepurchasesorchangeplans.直接吸引購(gòu)物者的促銷(xiāo)形式Promotionalformsthatdirectlyattractshopperst購(gòu)買(mǎi)頻率和購(gòu)買(mǎi)花費(fèi)：Purchasefrequencyandpurchasecost費(fèi)最高Over-the-counterdrugsarethemostfrequentlypurchased,andinfantformulaisthehighestsinglepurchaseOTCdrugsaccountforalargermarketshareduetohigherfrequencyofpurchase網(wǎng)購(gòu)時(shí)間主要分布在兩餐之間或晚餐到Onlineshoppingtimeismainlybetweentwomealsorduringdinnertobedtime價(jià)格成為網(wǎng)購(gòu)的主要驅(qū)動(dòng)因素，其次是務(wù)和促銷(xiāo)活動(dòng)ajordriverofonlineshopping,followedbyconvenientcesandpromotionsginacrowdedstoreCompanyConfidentialCompanyConfidentialandproprietary年輕且有孩子的購(gòu)物者，擁有較高的家庭收入與教程度gshopperswithping動(dòng)的關(guān)鍵：引導(dǎo)他們做出購(gòu)買(mǎi)決策ytointeractwiththemguidethemtomakepurchaseions型tiveshopping動(dòng)的關(guān)鍵：頻繁且有吸引力的促銷(xiāo)ytointeractwiththemfrequentandattractive網(wǎng)購(gòu)人群分析OnlineShopperAnalysisOPPERSRationalonlineshopping會(huì)沖動(dòng)購(gòu)買(mǎi)且熱愛(ài)網(wǎng)購(gòu)會(huì)沖動(dòng)購(gòu)買(mǎi)且熱愛(ài)網(wǎng)購(gòu)pingfonlineavehigherndtainment追求流行時(shí)尚和高品質(zhì)的lineerienceentsforservice者，擁有者，擁有rwithmiddleamilyincome質(zhì)量較為重視ineshoppingfrequencyofoducts動(dòng)的關(guān)鍵：卸下他們對(duì)網(wǎng)購(gòu)的擔(dān)憂(yōu)eractwiththemunloadtheirworriesaboutpping輕度網(wǎng)購(gòu)型Lightonlineshopping受價(jià)格促銷(xiāo)驅(qū)動(dòng)受價(jià)格促銷(xiāo)驅(qū)動(dòng)pricepromotions力，方便對(duì)比價(jià)格aves收入偏低g收入偏低ggroupshlowincomepingrequencyisinthedle多為45歲以上且已下arriedamilymonthlyrate喜歡促銷(xiāo)inkonlineshoppingpromotionstimeandeffortandismpareprices動(dòng)的關(guān)鍵：未來(lái)的機(jī)會(huì)所在ointeractwiththemopportunitiesforthefuture基數(shù)：不同品類(lèi)購(gòu)買(mǎi)的總?cè)藬?shù)，n=4400Base:shoppersofdifferentcategories來(lái)源：Q2性別；Q4年齡；Q8網(wǎng)購(gòu)頻率；Q121婚姻狀況；Q88家庭人數(shù)；Q89教育程度；Q90職業(yè)；Q91a家庭月收入Datasource:Q2gender;Q4age;Q8onlineshoppingfrequence;Q121Maritalstatus;Q88familysize;Q89education;Q90vocation;Q91afamilymonthlyincome16CompanyConfidentialandproprietary8%%2%RationalonlineshoppingCompanyConfidentialandproprietary8%%2%RationalonlineshoppingDependentonlineshopping感型Pricesensitiveshopping男性Male一線(xiàn)城市First-tiercities女性Female一線(xiàn)城市First-tiercities比例逐年上升Proportiontoriseyearbyyear○三/四線(xiàn)城市Third/Fouth-tiercities63%77%81%87%84%72%75%84%網(wǎng)購(gòu)人群分析OnlineShopperAnalysisERISTICS者Shoppers渠道ShoppingchannelsShoppingbehaviorsineshopping○○18-25歲18-25yearsold女性Female○關(guān)心價(jià)格的影響Concerned○關(guān)心價(jià)格的影響Concernedabouttheimpactofprice○晚飯后至睡前網(wǎng)購(gòu)Shoppingduringdinnertobedtime78%81%53%Focusonqualityofgoodsandtypes51%51%○網(wǎng)購(gòu)頻率低Low○網(wǎng)購(gòu)頻率低Lowonlineshoppingfrequency○網(wǎng)購(gòu)頻率低Lowonlineshoppingfrequency特價(jià)/打折Special/discount○網(wǎng)購(gòu)頻率居中OnlineshoppingfrequencyisinthemiddleHighonlineshoppingfrequency○網(wǎng)購(gòu)品類(lèi)廣而多○OnlineshoppingcategoriesisabundantCompanyConfidentialandproprietaryCompanyConfidentialandproprietarynnels物者s48%網(wǎng)購(gòu)理性型Rational27%網(wǎng)購(gòu)依賴(lài)型Dependent輕度網(wǎng)購(gòu)型Light25%價(jià)格敏感型Pricesensitive?三/四線(xiàn)城市Third/Fourth-tiercities○對(duì)于促銷(xiāo)有較強(qiáng)的需求Strongdemandforpromotions○網(wǎng)購(gòu)頻率較高equence提供直接有效的促銷(xiāo)活動(dòng)ivesPost-70s4%較高且吸引強(qiáng)的促銷(xiāo)活動(dòng)Highfrequencyandattractivesalespromotiontive?二線(xiàn)城市Post-90s80%%56%網(wǎng)購(gòu)人群分析OnlineShopperAnalysisNGCHARACTERISTICSOFPOSTSPOSTSANDPOSTS購(gòu)購(gòu)物渠道nnels85%85%70后776%665%%Post-80%nalnsitive?一線(xiàn)城市rcities84%76%67%追求時(shí)尚Inpursuitoffashion網(wǎng)購(gòu)頻率較低Lowonlineshoppingfrequence○關(guān)注送貨上門(mén)的服務(wù)Focusondoor-to-door建立時(shí)尚的品牌形象并提升服務(wù)Buildfashionablebrandimageandimproveserviceservice777%○大多數(shù)網(wǎng)購(gòu)衣服Buyclothesonlinemostly對(duì)促銷(xiāo)很敏感SensitivetosalespromotioncondtiercitiesCompanyConfidentialandproprietary網(wǎng)購(gòu)?fù)屏nlineShoppingDrivers物節(jié)推動(dòng)網(wǎng)購(gòu)增長(zhǎng)rr習(xí)慣nghabits間產(chǎn)生了越來(lái)越多的購(gòu)物易額的增長(zhǎng)率達(dá)到60%。eduringingfestivalsDuringdoubleoftheturnovergrowthreached60%.ofshoppershaveimpulseshoppingbecauseofshoppingfestivals61%的購(gòu)物者選擇網(wǎng)絡(luò)購(gòu)物61%ofshopperschooseonlineshoppingauseoflowerprices來(lái)說(shuō)這是最好的通過(guò)促Forsomebrands,itisthebestopportunitytoattractnewshoppersthroughpromotions.發(fā)掘更多的購(gòu)物者，促進(jìn)oreshoppersandethemtoformfixedshoppinghabits來(lái)源：Q81請(qǐng)問(wèn)您在參加購(gòu)物節(jié)活動(dòng)時(shí)，以下哪些描述符合您的情況？/Datasource:Q81WhichofthefollowingdescribesyoursituationwhenyouparticipateintheShoppingFestival?CompanyConfidentialandproprietary網(wǎng)購(gòu)?fù)屏nlineShoppingDrivers外賣(mài)-網(wǎng)購(gòu)后起之秀NBG的促銷(xiāo)方式18-35year-oldyoungpeoplearethemainbodyoftakeoutAPPuserCompanyCompanyConfidentialandproprietary網(wǎng)購(gòu)?fù)屏nlineShoppingDrivers網(wǎng)購(gòu)滲透率高NGPENETRATION手機(jī)端取代電腦，成為最受歡迎的網(wǎng)購(gòu)設(shè)備，滲透率高達(dá)81%acedmostaronlineshoppingdevicef移動(dòng)支付軟件用于收發(fā)紅包的比例增至59%92%用戶(hù)使用支付寶92%用戶(hù)使用支付寶ersuseAlipay59%使用微信支付透率高達(dá)71%upto““IS”CompanyConfidentialandproprietaryDSCAPE；oreigntradesloweddownInthetotalvaluesalesofforeigntradewastrillionRMBlowerthanin4;easedyearbyyearIntheproportionhasreachedtrillionnearlyoftotalforeigntrade.對(duì)外貿(mào)易總額&跨境貿(mào)易總額及比重|2010-2015ValueofForeignTrade&Valueandproportionofcross-bordertrade|2010-201505050223.622%25.824.6 20.2 6%6% 8%2%9% 26.424.425%20%15%10%5%0%201020112012201320142015對(duì)外貿(mào)易(萬(wàn)億)跨境電子商務(wù)(萬(wàn)億)跨境電商比重(%)ForeignTrade(trillion)Cross-boardereCom(trillion)Importance(%)數(shù)據(jù)來(lái)源：國(guó)家統(tǒng)計(jì)局Datasource:NationalBureauofStatisticsCompanyConfidentialandproprietary1009080706050403020100DS額貿(mào)易中的比重還將繼續(xù)提升;dyearbyyearwithashareofinTheOneBeltandOneRoadsummithassandtheproportionoftotalimportswillcontinuetorise良好勢(shì)頭。reasedyearbyyearwithashareofinThisshowsagoodmomentumofcrossbordere09080700040000進(jìn)出口額所占比重|2010-2015Proportionofimportandexport%16.816.893.583.286.792.490.2201020112012201320142015ExportImport數(shù)據(jù)來(lái)源：國(guó)家統(tǒng)計(jì)局Datasource:NationalBureauofStatisticsB2B和B2C所占比重|2010-2015ProportionofBBandBC0-2015%11.597.796.895.493.992.488.52010201120122010201120122013B2BB2CB2BB2CCompanyConfidentialandproprietary，資源多；產(chǎn)品參差不齊，難監(jiān)管CompanyConfidentialandproprietary，資源多；產(chǎn)品參差不齊，難監(jiān)管vise綜合型電商跨境網(wǎng)購(gòu)頻道neralCrossBoarderion專(zhuān)業(yè)跨境網(wǎng)購(gòu)網(wǎng)站(傳統(tǒng)C2C/B2C模式)Cross-BoarderVerticalPlatform(C2C/B2C)網(wǎng)球購(gòu)棒海外購(gòu)專(zhuān)業(yè)跨境網(wǎng)購(gòu)網(wǎng)站(新興社交/買(mǎi)手直播模式)CrossBoarderVertical(SocialNetwork/LiveDigicast)蜜海外購(gòu)界HIGO海外購(gòu)球購(gòu)蜜全球購(gòu)YPES際球購(gòu)際球購(gòu)?fù)赓?gòu)球購(gòu)球購(gòu)產(chǎn)品產(chǎn)品質(zhì)量有保證；產(chǎn)品有限，資金較重tsheavycapital推廣快；產(chǎn)品參差不齊，難監(jiān)管mphasizeonsocializingeasypromotionVariousandculttosupervise5CompanyCompanyConfidentialandproprietary者待時(shí)間MMERCE海外倉(cāng)進(jìn)口模式portmodel貨物海外倉(cāng)國(guó)際快遞海關(guān)國(guó)內(nèi)快遞消費(fèi)者保稅區(qū)進(jìn)口模式el貨物進(jìn)口電商網(wǎng)站保稅區(qū)海關(guān)申報(bào)繳保稅區(qū)海關(guān)申報(bào)繳稅x保稅倉(cāng)國(guó)內(nèi)快遞消費(fèi)者者待時(shí)間CompanyConfidentialandproprietary稅收新政CompanyConfidentialandproprietary稅收新政政策規(guī)定ilbusinesstoconsumerBC?最低交稅11.9%?對(duì)買(mǎi)家來(lái)說(shuō)，影響不大，對(duì)土豪影響巨大?適用范圍為跨境電子商務(wù)零售(企業(yè)對(duì)消費(fèi)者，即B2C)ge?適用范圍為跨境電子商務(wù)零售(企業(yè)對(duì)消費(fèi)者，即B2C)PersonalannualtradingislimitedtoRMBwithasingletransactionlimitof0RMB.Thebjecttofulltaxationingeneraltrade?關(guān)稅、增值稅、消費(fèi)稅三稅分離子免交消費(fèi)稅的一般商品(以奶粉為例)：taxtakemilkfor?每單2000元(4-5罐)Eachorderis2000RMB(4-5cans)?關(guān)稅Tariff=0消費(fèi)稅Consumptiontax=0?增值稅=(完稅價(jià)格+關(guān)稅)/(1-消費(fèi)稅率)*增值稅率*7折=(2000+0)/(1-0)*17%*70%=238VATcustomsvaluetariff-consumptiontaxrate)*VATrate*70%=(2000+0)/(1-))*17%*70%=238?消費(fèi)稅Consumptiontax=0?稅后價(jià)格Priceaftertax=2000+238=2238需要繳納消費(fèi)稅的商品(以化妝品為例)：?每單2000元Eachorderis2000RMB?關(guān)稅Tariff=0消費(fèi)稅率Consumptiontax=0?增值稅=(完稅價(jià)格+關(guān)稅)/(1-消費(fèi)稅率)*增值稅率*7折00+0)/(1-30%)*17%*70%=340VATcustomsvaluetariff/(1-consumptiontaxrate)*VATrate*70%=(2000+0)/(1-30%)*17%*70%=340?消費(fèi)稅=完稅價(jià)格*(1+關(guān)稅率)/(1-消費(fèi)稅率)*消費(fèi)稅率*7折=2000*(1+0)/(1-0.3)*30%*70%=600tiontaxpriceaftertaxtariffrateconsumptiontaxrate)+consumption*70%=2000*(1+0)/(1-0.3)*30%*70%=600?稅后價(jià)格Priceaftertax=2000+340+600=2940CompanyConfidentialandproprietary?存有價(jià)值超過(guò)數(shù)千萬(wàn)元的進(jìn)口奶粉將保持原有稅率進(jìn)行銷(xiāo)售soldattheoriginaltaxratehwasworthyofmorethantensofmillionsRMB?通過(guò)與廣大品牌商達(dá)成直供合作的方式，從源頭保障產(chǎn)品品質(zhì)ectsategy推出專(zhuān)家視頻、活動(dòng)、社區(qū)互動(dòng)、電子雜志等優(yōu)質(zhì)內(nèi)容，延伸服務(wù)領(lǐng)域itymotherstatetivitiescommunityinteractionejournalsandotherhigherviceareas?將微店打通，打造營(yíng)銷(xiāo)閉環(huán)?戰(zhàn)略投資兒童室內(nèi)游樂(lè)品牌悠游堂，將線(xiàn)上線(xiàn)下業(yè)務(wù)相融合?戰(zhàn)略投資兒童室內(nèi)游樂(lè)品牌悠游堂，將線(xiàn)上線(xiàn)下業(yè)務(wù)相融合onbrandofflinebusinessedstrategy千人千面的精準(zhǔn)營(yíng)銷(xiāo)Precisionmarketing?整合京東與兒童相關(guān)的全品類(lèi)產(chǎn)品及資源，實(shí)現(xiàn)nection““”CompanyConfidentialCompanyConfidentialandproprietary潛力Potential買(mǎi)些什么What怎么買(mǎi)率誰(shuí)誰(shuí)在買(mǎi)Who在哪里買(mǎi)在哪里買(mǎi)WhereCompanyConfidentialandCompanyConfidentialandproprietary0?跨境在線(xiàn)電子商務(wù)在中國(guó)是一個(gè)新興但日益受歡迎的購(gòu)物方式。根據(jù)eMarketer的數(shù)據(jù)，到2020anincreasinglypopularshoppingmannerAccordingtoChinesewillmakecrossbordershoppingeitherdirectlythroughaforeignteoranintermediaryplatform跨境零售購(gòu)物者(百萬(wàn)人)跨境零售購(gòu)物者(百萬(wàn)人)%增長(zhǎng)率hange%占網(wǎng)民比例%416%39.6%34.1%%35.1%26.2%23.4%23%3%2014201520162017201820192020來(lái)源：eMarketer,2016年6月Source:eMarketer,June2016注：14歲以上;過(guò)去一年內(nèi)至少買(mǎi)過(guò)一次外國(guó)賣(mài)家賣(mài)的東西,不管是直接通過(guò)國(guó)外網(wǎng)站還是通過(guò)中介平臺(tái)(如,京東全球購(gòu),網(wǎng)購(gòu)論壇,天貓全球購(gòu),微商);包括筆記本電腦,手機(jī)和平板電腦支付;不包括香港Note:ages14+;internetuserswhohavemadeatleastonepurchasefromaforeignsellereitherdirectlythroughaforeign-basedsiteoranintermediary(e.g.,Jdworldwide,onlineshoppingforums,Tmallglobal,WeChat)atleastonceduringthecalendaryear;includesdesktop/laptop,mobileandtabletpurchases;excludesHongCompanyCompanyConfidentialandproprietary?近年來(lái)，有過(guò)海外購(gòu)物經(jīng)歷的購(gòu)物者比例急劇增長(zhǎng)，2016年達(dá)到61%。ofshopperswithoverseasshoppingexperiencehasasharpgrowthtoin?專(zhuān)業(yè)的海外購(gòu)物網(wǎng)站超過(guò)私人代購(gòu)服務(wù)成為排行第一的海外購(gòu)物模式。privatepurchaseservicerankingthetopoverseaspurchasemethod海外購(gòu)物經(jīng)歷Overseasshoppingexperience專(zhuān)門(mén)代購(gòu)網(wǎng)站專(zhuān)門(mén)代購(gòu)網(wǎng)站購(gòu)買(mǎi)海外商品rseaspurchasesites淘寶等網(wǎng)站上私人提供的代購(gòu)服務(wù)ingprivatepurchasecebsitedirectlyforleAmericaAmazon轉(zhuǎn)運(yùn)到國(guó)內(nèi)siteandfindfreightmpanytotransportproducts32基數(shù)se20138201402015320160基數(shù)：所有受訪者，n=4400Base:allrespondents,n=4400來(lái)源：Q63請(qǐng)問(wèn)您是否有使用過(guò)海外代購(gòu)服務(wù)或者在海外代購(gòu)網(wǎng)站上購(gòu)買(mǎi)過(guò)產(chǎn)品？Source:Q63Haveyoutriedoverseasshoppingagenciesorwebsitesbefore?32CompanyConfidentialandproprietary18-25CompanyConfidentialandproprietary18-2551-6058%42%26-3031-3536-40(41)%(102)(65)41-4546-50EASSHOPPING?大部分海外購(gòu)物者是18-35歲有著高收入高學(xué)歷的年輕人。totoyomostofthemhavehigherincomeandbettereducation(100)(101)23%9%68%已婚有孩SingleMarriedwithoutchildrenMarriedwithchildren平均家庭人數(shù)verageNooffamily(102)政府管理部門(mén)/國(guó)營(yíng)企業(yè)Government政府管理部門(mén)/國(guó)營(yíng)企業(yè)Government/state-ownedenterprise獨(dú)資/合資/外資Soleproprietorship/jointventure/foreigncompany私營(yíng)企業(yè)/公司Privateenterprise/corporation自由職業(yè)者(演藝業(yè)者、作家等)Freelance(actor/writer)專(zhuān)業(yè)人士(醫(yī)生，律師，教師，教授等)Specialist(doctor,lawyer,teacher,professor,etc.)學(xué)生Student農(nóng)民/個(gè)體戶(hù)Peasant/Self–employed其他Others9%(108)3%(105)5%(102)5%(103)1%(72)(65)基數(shù)：跨境購(gòu)物者,n=2693Base:overseasshoppers,n=2693Source:Q2Gender.Q3Age.Q73Maritalstatus.Q75Familymembers.Q76Educationlevel.Q77Occupation.Q78aMonthlyhouseincome研究生或以上研究生或以上te(114)(107)62)大學(xué)本科5yearfulltime專(zhuān)ege高中/中專(zhuān)/技校/職校hlVocational人民幣8000元以下LessthanRMB8000人民幣8000-10999元RMB8000-10999人民幣11000-17999元RMB11000-17999人民幣18000元以上MorethanRMB1800030%(96)22%(112)CompanyCompanyConfidentialandproprietary向他人(親戚、朋友)詢(xún)問(wèn)商品相關(guān)信息Askforinformationfromothers大家推薦的商品與信息及評(píng)論。ppingconsumerstoreceiveinformationespeciallyprofessionalwebsiteseandrecommendationsonSNSInofflinechannelshoppersmayaskforinformationfromothers%線(xiàn)%Onlinechannel通過(guò)海外代購(gòu)專(zhuān)業(yè)資訊網(wǎng)站53Professionaloverseasshoppinginformationwebsite通過(guò)搜索引擎查找海外代購(gòu)相關(guān)信息48Searchforoverseasshoppinginformationfromsearchengine通過(guò)社交網(wǎng)站(如微博、QQ等)查看大家推薦的商品與信息及評(píng)論46Checktheusers'recommendationsandcommentsonSNS通過(guò)BBS、專(zhuān)業(yè)論壇查看使用者的評(píng)論與推薦Checktheusers'recommendationsandcommentsfromBBS向海外代購(gòu)網(wǎng)站的銷(xiāo)售/客服人員詢(xún)問(wèn)Checkwithcustomerservicepersonsofoversease-tailers線(xiàn)Offlinechannel在線(xiàn)下實(shí)體店(如大賣(mài)場(chǎng)、超市、便利店、百貨商店)查看實(shí)體商品在線(xiàn)下實(shí)體店(如大賣(mài)場(chǎng)、超市、便利店、百貨商店)查看實(shí)體商品Seekrealitemsoffline在雜志、報(bào)刊上查找商品相關(guān)信息Checktheinformationfrommagazines,newspaper在線(xiàn)下實(shí)體店找試用/試穿Onprobationoffline以上皆無(wú)，直接只是在購(gòu)物網(wǎng)站上隨意瀏覽Noneofanypreparation,justbrowseonlinee-tailer1基數(shù)：跨境購(gòu)物者,n=2693Base:overseasshoppers,n=2693來(lái)源：Q66請(qǐng)問(wèn)您通常通過(guò)哪些渠道獲得海外代購(gòu)信息？Source:Q66Inordertogetrelatedinformationforoverseasshopping,whichapproach(es)mayyouchoose?CompanyConfidentialandproprietary?天貓全球購(gòu)、京東全球購(gòu)和亞馬遜海外購(gòu)是跨境電商的前三名，其他購(gòu)物平臺(tái)表現(xiàn)差別不erformersonoverseasonlinemarketothershoppingplatformsaredoingneckandneck.%4429最經(jīng)常使用Mostoften過(guò)去十二個(gè)月內(nèi)曾使用最經(jīng)常使用MostoftenUsinginthelast12months554332455433211111球購(gòu)Tmallglobal京東全球購(gòu)亞馬遜海外購(gòu)聚美優(yōu)品急洋碼頭小紅書(shū)美麗說(shuō)HIGO蘇寧易購(gòu)海一號(hào)店海購(gòu)速免稅店外購(gòu)JumeiYXiaohongshuMeilishuoSuningYihaodiantopspeedHIGOoverseasoverseasduty-freeshoppingshopping美國(guó)/日本亞國(guó)美在線(xiàn)海淘ssoverseaszon購(gòu)sJDglobalzonsshop基數(shù)：跨境購(gòu)物者,n=2693Base:overseasshoppers,n=2693來(lái)源：Q67a請(qǐng)問(wèn)過(guò)去十二個(gè)月您曾經(jīng)在以下哪些網(wǎng)站進(jìn)行過(guò)海淘？Q67b您最經(jīng)常去光顧并海淘的是哪個(gè)購(gòu)物網(wǎng)站？Source:Q67aWhichwebsiteshaveyouvisitedtodocross-bordershoppinginlast12months?Q67bWhichfollowingwebsitedoyouvisitmostoften?CompanyConfidentialandproprietary跨境購(gòu)物行為CompanyConfidentialandproprietarycleaningpersonalcarecosmeticsclothingandMBproductsarehotcategoriesinonlineoverseasshopping?半數(shù)以上的跨境購(gòu)物者在過(guò)去的12個(gè)月內(nèi)購(gòu)物了3到10次。半數(shù)以上的購(gòu)物者每次購(gòu)物花費(fèi)在人民幣300元到erseasshoppersshoppingtimesinlastmonthsTherearealsomorethanhalfshoppersspendRMBarshopperstendtoshopmorefrequentlywithlowerspendingpertime商品Product商品ProductcategoryTop216庭清潔用品FrequencyofoverseasTop216庭清潔用品%%%個(gè)人護(hù)理用品Personalcareproduct衣服/配飾/鞋帽/箱包oriesshoeshatsbags&個(gè)人護(hù)理用品Personalcareproduct衣服/配飾/鞋帽/箱包oriesshoeshatsbags&suitcases妝品c嬰產(chǎn)品cts包裝食品家電/手機(jī)/IT數(shù)碼21timesandabove11-20times6-10times3-5times2times1time22223451020154201547單次網(wǎng)購(gòu)花費(fèi)(元)Expenditureforoverseasshoppingpertime(RMBExpenditureforoverseasshoppingpertime(RMB)%liancesMobile%electronics保健品/藥品electronics保健品/藥品tOTC珠寶首飾/古董/收藏品/手表Jewelryantique/collection/ch 包裝飲料1000-3000人民幣上民幣300-500人民幣300-500RMB2828255681181124272015基數(shù)：跨境購(gòu)物者,n=2693Base:overseasshoppers,n=2693來(lái)源：Q70請(qǐng)問(wèn)您在過(guò)去的十二個(gè)月內(nèi)海外代購(gòu)過(guò)以下哪些品類(lèi)？Q68請(qǐng)問(wèn)您在過(guò)去十二個(gè)月在海外代購(gòu)過(guò)幾次？Q69請(qǐng)問(wèn)平均而言，您每次海外代購(gòu)的花費(fèi)大約多少？Source:Q70Whatcategory(ies)haveyoupurchasedinlast12monthsviabyoverseasonlineshopping?Q68Howmanytimeshaveyoudoneoverseasonlineshoppinginthepast12months?Q69Ontheaverage,howmuchwouldyouspendforoverseasshopping?CompanyConfidentialandproprietarysiderationthemost?一線(xiàn)二線(xiàn)城市的購(gòu)物者比三四線(xiàn)城市購(gòu)物者更重視商品信息描述的齊全性。WhenitcomestoT1&T2,shopperstakecompleteproductinformationmoreseriousthanshoppersfromT3&4cities.城市級(jí)別區(qū)域CitytierRegionotal數(shù)數(shù)性Websitereliability 商品的質(zhì)量保證Qualityguarantee商品種類(lèi)的齊全性商品價(jià)格的合理性 ice支付交易的安全性 ity 查詢(xún)的便捷性chconvenience商品信息描述的齊全性商品信息描述的齊全性ductinformation計(jì)性bsitedesign購(gòu)物操作的便捷性shoppingprocess訂單的準(zhǔn)確性accuracy售后保證Websiteafter-saleguarantee配送的及時(shí)性Timelydelivery物流的服務(wù)保證csservice在線(xiàn)客服的服務(wù)態(tài)度bsiteservice可以出具銷(xiāo)售發(fā)票ilableproductinvoice554321市T164474520663221市T2754361660545322城市T3&T494555857574421東部城市741726709655222基數(shù)：跨境購(gòu)物者,n=2693Base:overseasshoppers,n=2693來(lái)源：Q72請(qǐng)您將以下影響海外代購(gòu)體驗(yàn)的選項(xiàng)從高到低進(jìn)行排序,認(rèn)為最重要的排在第一位,依此類(lèi)推。Source:Q72Pleaserankfollowingoptionsaccordingtothefactorswhichinfluenceexperienceonoverseasshopping,frommosttoleastsignificant.市74564430445421城市24692948554312部城市742517421653321CompanyConfidentialandproprietaryCompanyConfidentialandproprietaryCROSS-BORDERONLINESHOPPINGHASOBVIOUSGEOGRAPHICALPREFERENCESreamcategoriesCustomershavegeographicaleighborsarepreferred商品品類(lèi)的考慮(%)商品貨源地的考慮Householdcleaningproducts意大利-服意大利-服飾鞋包sShoesBagsPersonalcareproducts韓國(guó)-美容護(hù)膚品韓國(guó)-美容護(hù)膚品Clothes/accessories/shoes&hats/bagsCosmetics澳洲澳洲-保健品Australia-HealthcareBaby新西蘭-母嬰產(chǎn)品新西蘭-母嬰產(chǎn)品dBaby機(jī)/IT數(shù)碼Homeappliance/mobilephone/ITdigital品/藥品Healthcare/drugs珠寶首飾/古董/收藏品/手表Jewellery/antiques/collectibles/watches飲料Packageddrinks