In the past two years, the domestic cross-border e-commerce industry has achieved considerable development. According to statistics from the China E-commerce Research Center, the scale of cross-border e-commerce transactions in China reached 2 trillion yuan in the first half of 2015, year-on-year increase of 42.8%, accounting for 17.3% of the total value of imports and exports. Cross-border e-commerce is growing into a new engine for China's foreign trade development.

As the "weathervane" and "barometer" of China's foreign trade, the Canton Fair provides reporters with a platform to crack the "emotional code" of foreign trade companies for cross-border e-commerce. "Love and sorrow are like a cup of wine to me", just like this old song, Chinese foreign trade companies have both "love" and "sorrow" for cross-border e-commerce.

Love: Powerful marketing and considerate service

For foreign trade companies, they pay more attention to the powerful marketing capabilities of cross-border e-commerce, which is unmatched by traditional marketing teams. In the choice of cross-border e-commerce platforms, some large companies choose to build their own platforms, while small and medium-sized companies mostly choose marketing and subsequent export-related services provided by third-party platforms.

Okorder.com is the first spot trading website in the building materials industry developed and operated by China National Building Material International Trade Corporation. According to Lu Zeyang, director of marketing at CNBM International Trading Co., Ltd., Yidan currently adopts a "cross-border e-commerce + overseas warehouse" model.

While realizing the conversion of self-produced goods to "online", the platform also provides six services for small and medium-sized enterprises: foreign trade export agency services, global marketing promotion services, supply chain financial services, Okorder Business School, logistics services, and credit insurance services.

Third-party platforms can solve problems that cannot be solved by small, medium and micro enterprises, such as the platform's overseas online and offline marketing channels, professional technical guidance, and follow-up logistics, customs inspection, and tax refund "one-stop" services.

Foshan Kimsbo Stainless Steel Co., Ltd. specializes in stainless steel pipes. According to Tian Shouchun, general manager of the company's international trade, Against the background of slowing domestic demand, the company used a third-party platform to improve the ranking of keywords in search engines to obtain some overseas customers, and benefit in foreign trade exports last year.

In his view, another benefit of cross-border e-commerce is that it saves population costs. "We only need to provide the correct data, amount and invoices, and other export business will be handled by a third-party platform. There is no need to hire specialized customs brokers, reduce wages and management cost."

Anxious: professional bottleneck for professionals

As the saying goes, "a few happy and a few sorrowful". Speaking of cross-border e-commerce, Huang Wenhui, head of SinoRock (Jiangxi) Import and Export Co., Ltd., said that cross-border e-commerce sales will not be considered for one or two years. The reason is simple, "not getting benefits".

“Many customers tend to see the stone materials in person, hoping to see samples, because the design and color of the stone materials may vary on the computer. In addition, the platform lacks personnel who understand the industry's expertise.” He said.

Some companies have adopted a cautious approach to cross-border e-commerce out of consideration of brand and integrity. According to Ji Renzhi, deputy general manager of Jiangsu Lister Utility Engine Manufacturing Co., Ltd., since the gasoline engines, generator sets and other products operated by enterprises involve after-sales service issues, eliminating the barriers to after-sales is a prerequisite for enterprises to get involved in cross-border e-commerce.

"E-commerce does not have a global after-sales service network. It is a drawback. For example, if we sell electromechanical products without after-sales, once they are sold, it will lead to reduced product credibility and higher costs. Once returned, the cost is much higher than the product itself. "He introduced.

At the same time, he also pointed out, "I think the e-commerce road is still going, and the publicity effect of e-commerce is much greater than the publicity effect of our company itself."

"An increase in traditional trade"

Li Jinling, vice president of Guangdong Top ideal Supply Chain Service Group Co., Ltd., gave suggestions in response to the confusion of enterprises getting involved in cross-border e-commerce.

She said that first of all, cross-border e-commerce is a professional type of work, and it is recommended that professional expertise, division of labor and cooperation. Companies can entrust professional third parties to open stores, operate stores, communicate with consumers, and international logistics. They can help traditional foreign trade companies quickly embrace e-commerce.

Secondly, all foreign trade companies should explore and study their own e-commerce roads based on the characteristics of their industry. Looking at the development of domestic trade e-commerce, we will find that almost all industries and fields are covered. Sending samples, delivery samples, making videos to show microscopic local materials and textures, and VR in the future will enable more industries to enter the field of cross-border e-commerce.

In her view, we must face up to and face the professional bottlenecks of cross-border e-commerce, such as language, after-sales, different customs backgrounds in different countries, and different customs policies. In this regard, she suggested that companies use professional platforms and third-party power to achieve fast customs clearance and import and export business, which is better than companies exploring themselves.

"Cross-border e-commerce itself is a form of trade, but the transaction method is changed from offline to online. It has a complementary relationship with traditional trade without any conflict. It is completely an increase in traditional trade. I believe , All traditional foreign trade companies will find that they are willing to embrace this approach of cross-border e-commerce.” She said.