当前位置:网站首页>[observation] with the rise of the "independent station" model of cross-border e-commerce, how to seize the next dividend explosion era?
[observation] with the rise of the "independent station" model of cross-border e-commerce, how to seize the next dividend explosion era?
2022-07-05 10:25:00 【Shen Yao's scientific and technological observation】
2022 year , Under the epidemic , Cross border e-commerce has become a new battlefield for many Chinese enterprises . Despite the repeated epidemic situation and the complex challenges of the international environment , But under the overflow of China's manufacturing capacity and comprehensive national strength , China's cross-border e-commerce export scale still maintains a high growth rate , And ushered in the best period in history .
According to the data of the General Administration of Customs , Before this year 5 Months , The total value of China's foreign trade import and export 16.04 Trillion yuan , Year-on-year growth 8.3%. among , exit 8.94 Trillion yuan , Year-on-year growth 11.4%; import 7.1 Trillion yuan , Year-on-year growth 4.7%. so to speak , At present, cross-border e-commerce is in the development stage “ The golden age ”, More and more Chinese enterprises have also begun to develop cross-border e-commerce businesses .
meanwhile , Although cross-border e-commerce is a blue ocean , But there are countless reefs and torrents hidden under the blue ocean 、 Sink to the bottom of the sea or reach the other side , Find a business model suitable for the enterprise itself and build a solid “ Cloud base ” It is undoubtedly crucial .
that , Since its birth , What is the development history of cross-border e-commerce ? Why should we build a solid “ Cloud base ” It is more important ? In the process , What kind of partner to choose , In order to make the way for cross-border e-commerce enterprises to go to sea more “ Yield twice the result with half the effort ”, And better grasp the next dividend explosion era ?
New trends and challenges of cross-border e-commerce going to sea
In the past 5 year , It is the rapid development of cross-border e-commerce in China 5 year . data display , since 2017 Since then , The scale of cross-border e-commerce in China 5 The annual growth is close to 10 times , And more recently 2 Despite the impact of the epidemic , But e-commerce itself has “ Online transactions 、 Zero contact ” It has become the preferred shopping method of global consumers , And the three-dimensional supply capacity of Chinese Manufacturing , Indeed, it brings great opportunities to China's cross-border e-commerce enterprises , It has further promoted China's cross-border e-commerce to become a support “ Outer loop ” One of the important engines of .
If you look back 5 The development of cross-border e-commerce in China , You can see domestic cross-border e-commerce “ Sea ” It has also gone through three important stages , That is, the initial large platform mode , That is, relying on a large platform such as Amazon to expand cross-border e-commerce ; The second is SaaS Mode construction ; Finally, we will move towards “ Independent station ” Pattern , With DTC(Direct-to-Consumer Direct to the consumer ) To reach overseas consumers .
Of course , So-called “ Independent station ” Pattern , It does not mean giving up the third-party platform completely , At present, most cross-border e-commerce enterprises still adopt “ Third-party platform + Independent station ” Dual track mode , Take independent stations as the key to promote business growth “ Second curve ”, Its advantage is that it does not need to be subject to the rules of third-party platforms , Strong anti risk ability , Save platform Commission . Besides ,“ Independent station ” The model can help sellers accumulate first-hand data from consumers , Such as user consumption preferences 、 a turnover 、 Important data such as product page dwell time . According to AI media data ,2021 year , Chinese enterprises established overseas “ Independent station ” The number has reached 20 m ,“ Independent station ” Share more from 2016 Year of 9.8% Growth to 2020 Year of 20.3%.
let me put it another way ,“ Independent station ” Mode has become the trend of cross-border e-commerce going to sea in the future . however , If we analyze from the perspective of Technology ,“ Independent station ” There are also several architectures and mode choices , And these different structures bring different challenges to cross-border e-commerce enterprises , We can observe from several dimensions :
One is , Off the shelf commercial e-commerce suite (COTS) framework , stay COTS In station building mode , Cross border e-commerce enterprises usually adopt SAP、Adobe、Oracle or Salesforce The e-commerce suite provided completes the construction of the architecture , Its advantage is that it can rely on the “ Open the box ” The function of , Only a small amount of customized work is needed , You can complete the rapid marketization or station construction . Of course , Its disadvantages are also obvious —— That is, when more and more customized functions are integrated into the core system , The upgrade of the system will become very difficult , Besides COTS Architecture will also become more and more expensive in scale , In case of peak traffic such as promotions , It often requires a lot of computing or storage resources , This also means that cross-border e-commerce enterprises even adopt COTS Architecture also needs to move to the cloud , With the help of services provided by cloud service providers , Further reduction TCO cost , And improve elasticity 、 Flexibility and security .
Two is , Self built monomer architecture , This structure is often the early cross-border e-commerce enterprises , Compared with ready-made commercial (COTS) E-commerce suite architecture , Self built monomer architecture often has advantages in management and control , But as the business grows , This structure also brings many challenges to cross-border e-commerce enterprises , Including complex architecture and difficult to maintain ; Updates will lead to increased development and testing workload ; It is inefficient to integrate new back-end systems or rewrite new front-end systems , And easy to make mistakes ; Plus because the application is customized , Therefore, the scope that enterprises can test and innovate is also very limited , This makes it difficult for many applications to quickly complete the version upgrade and iteration under the single architecture , In the future, this architecture needs to gradually transform customized single applications into modern architectures , To better support the future development needs of cross-border e-commerce enterprises .
The third is , Self built front end and headless COTS Back end architecture , The core of this architecture is at the front end ( Like moving 、 social contact 、 The store 、 video ) And the software team of the company will complete the development ; The back-end of e-commerce will be commercial COTS Solution , It should be said that this architecture combines the advantages of highly flexible front-end architecture and mature commercial suite , But the same architecture also “ hide ” A lot of challenges , That is, the testing and optimization of back-end services will become very difficult and time-consuming , At the same time, cross-border e-commerce enterprises also need to deploy engineers who can master software engineering and operation and maintenance skills at the front end , At the back end, you need to deploy COTS Engineer of management function , Therefore, the complexity brought by this architecture is actually far beyond imagination .
Fourth, , Self built microservice architecture , It refers to cross-border e-commerce enterprises based on micro Services 、 Independent system or Serverless The way , Building enterprise application system , This architecture is for speed 、 Flexibility and innovation are optimized . More to the point , Microservice architecture can also easily integrate cloud services , Make the whole architecture more flexible 、 Security 、 Economy and flexibility , It is very easy to extend the entire architecture to the world . Of course , Microservice architecture is not “ universal ” Of , The long-term challenge is that the complexity of the whole system will increase with the increase of the number of independent services , So in order to manage complexity , We need to build a set of Automation 、 Log 、 A unified approach integrating monitoring and distributed tracking , At the same time, we also need to find a suitable cloud service provider to help cross-border e-commerce enterprises implement this method , To maximize the advantages of self built micro service architecture .
It's not hard to see. , As global trade uncertainty intensifies 、 Major overseas e-commerce / The platform policy is tightening 、 The flow dividend peaked and other factors , China's cross-border e-commerce enterprises are moving towards “ Independent station ” Mode has become a new trend , But how to build “ Independent station ” There are also many architectures and path choices , Different architectures bring different challenges , But we can't change without our ancestors —— Its core and key , Undoubtedly, we need to rely on the solutions and services provided by cloud service providers , Maximize the flexibility and agility of different website building architectures , To enhance the sustainable development capacity of cross-border e-commerce enterprises , And finally build a longer-term market competitiveness .
The road of enabling cross-border e-commerce to build stations is further accelerated
It is also an insight into this new trend , Cloud service providers represented by Amazon cloud technology , Not only for cross-border e-commerce enterprises to quickly layout “ Independent station ” Provide all-round technical support , At the same time, it also provides a comprehensive and mature global ecosystem , Enable cross-border e-commerce to go to sea “ Speed up ”.
One side , From the perspective of technical support , Amazon cloud technology can provide global “ Cloud base ” Ability , And extensive and in-depth cloud services , At the same time, at the level of safety compliance , Amazon cloud technology also has complete capabilities and practical experience , It can help cross-border e-commerce in the layout “ Independent station ” Challenges in the process , Maximize the efficiency of cross-border e-commerce enterprises going to sea .
Content sources :《2021 Cross border e-commerce market opportunities and technology trends white paper 》 EU think tank
With XShoppy For example ,XShoppy It is a subsidiary of Shenzhen sailing Technology Co., Ltd , Committed to opening up independent station ecological products - Station building - Extension - payment - Storage - The overall closed-loop platform of logistics , Provide one-stop cross-border independent station solutions for cross-border sellers , It is helping Chinese cross-border e-commerce sellers “ Sea ” The partner selected in the process of is Amazon cloud technology , Through in-depth cooperation with Amazon cloud technology ,XShoppy Completed three aspects of ability improvement :
First, Amazon cloud technology helps XShoppy Improves the availability of global applications and accelerates the access experience , Let consumers feel more intuitively that the delay of content access is reduced , Get a better online shopping experience . Besides , Amazon cloud technology also aims at the problems often encountered by cross-border e-commerce sites DDoS Class attacks provide automated protection , This service has the function of seamless service integration , Can protect XShoppy The site is protected from malicious traffic attacks , Ensure customer business continuity and security .
Secondly, the flexible cloud services of Amazon cloud technology have also been reduced XShoppy Business costs , In the face of business growth ,XShoppy The corresponding services can be elastically extended on the cloud platform , Turn expensive infrastructure fixed assets into daily business operation costs , External service in the mode of asset light and business heavy , Let enterprises provide their customers with more competitive products and service prices , Achieve win-win situation . Last , By deploying the native hosting service of Amazon cloud technology ,XShoppy Release the operation and maintenance team from the original complex and cumbersome operation and maintenance work , Let the team put more energy into cost optimization 、 Performance optimization and architecture iteration , Provide more support for the innovation of products and services .
In terms of safety compliance , Shop worker SHOPLAZZA Is a company focused on overseas B2C Independent station brand marketing enterprise level SaaS company , Its mission is to help made in China become a global brand , So in “ Sea ” In the process , There is no doubt about the importance of safety compliance . Based on this , Shop worker SHOPLAZZA Also through cooperation with Amazon cloud technology , It has also achieved good results in safety compliance , Specifically, the shopkeeper SHOPLAZZA By upgrading Amazon Aurora、Amazon ES And other key services to improve system capacity ; utilize Amazon Auto Scaling Service guarantees the peak performance of the system ;Amazon EKS Answer 2-3 Peak traffic scenario , Availability and stability of the system SLA Guarantee plays an important role .
meanwhile , Amazon cloud technology also helps shopkeepers SHOPLAZZA Built a complete set of cloud security system , adopt PCI level 1 Compliance certification , Let the shopkeeper SHOPLAZZA All cross-border e-commerce buyers who build the site automatically meet PCI standard , in addition Amazon VPC Also help the shopkeeper SHOPLAZZA Realize private network isolation , exempt from Web Vulnerability attacks, etc , So let the shopkeeper SHOPLAZZA“ Go to sea in compliance ” Our goal has been achieved .
On the other hand , From the perspective of ecosystem , Amazon cloud technology can also provide global partner ecosystem support 、 Empower Chinese cross-border e-commerce enterprises with the strong support of the global business system and mature practical experience .
according to the understanding of , Amazon cloud technology currently has more than in the world 10 Ten thousand partners , Relying on Amazon cloud technology's global partner network (APN), Amazon cloud technology has built a complete technical support system and ecological system , Able to provide comprehensive solutions , Meet the needs of customers for cloud remodeling and cloud innovation . meanwhile , Amazon cloud technology serves all walks of life around the world , Various types of customers , Millions of globally active customers have created a variety of best practices , These practices and experiences can undoubtedly provide more reference and reference value for more cross-border e-commerce enterprises in digital transformation or overseas and local operations .
more importantly , Cross border e-commerce enterprises can easily find 、 test 、 Buy 、 Deploy and manage the third-party software needed to build solutions and operate their businesses 、 Data and services . so to speak , Amazon cloud technology global partners provide an innovative way , Reshape enterprise applications and data products from selection 、 Installation to deployment , Truly provide end-to-end service mode for cross-border e-commerce enterprises .
thus it can be seen , Whether in terms of technical support or ecosystem , Amazon cloud technology can “ "One-stop" work style ” and “ End to end ” The strength of the solution , Powerful “Amazon ecology ” system , Provide important services for many cross-border e-commerce enterprises “ Cloud base ” Support ability , This also makes Amazon cloud technology the most solid partner in the process of China's cross-border e-commerce enterprises going to sea , Provide strong help for more cross-border e-commerce enterprises to build independent stations and develop overseas brands .
Solve the dilemma of cross-border e-commerce homogenization competition
To be fair , Although the future prospect of cross-border e-commerce is bright , But focus on the present , Cross border e-commerce is also facing “ Great uncertainty in the global supply chain ” The challenge , Including the sharp rise in international logistics costs , Logistics timeliness is difficult to control , Raw materials and labor costs are rising , There are also large changes in consumer behavior under the influence of the epidemic, resulting in structural imbalance between supply and demand .
therefore , In the future, cross-border e-commerce will start from “ Barbarous growth ” towards “ Refined operation ” The transformation of , With the help of cloud platform capabilities , Integrate production orders 、 financial 、 Warehousing logistics 、 Consumption and other commercial data of all links , Be prepared to gain insight through data ; On this basis , Analyze the data 、 Mining and modeling , Discover the rules in the data , Improve the ability of business analysis and prediction , Drive the improvement of service level and business response speed , It has also become the general trend of the future .
In this regard , Amazon cloud technology has launched several architecture guides for cross-border e-commerce digitalization , Including cross-border data Lake 、 Supply and demand forecast 、 Digital working platform and global data compliance platform ; At the same time, Amazon cloud technology has also developed a targeted digital factory 、AI Inspection 、 Profit calculator 、 Data collector 、 Many open source tools such as operation event Kanban and prediction , And coordinated the members of multiple partner networks to provide their own core digital capabilities , Jointly build a digital platform for cross-border e-commerce system enterprises to improve their own operation level .
More Than This , Amazon cloud technology recently integrated and launched “ cloud 、 Count 、 wisdom ” The trinity of big data and machine learning integration services , Help cross-border e-commerce enterprises promote the integration of big data and machine learning , Turn machine learning from experiment to large-scale practice . according to the understanding of , Amazon cloud technology “ cloud 、 Count 、 Intellectual Trinity ” The service portfolio covers three aspects , Namely : Build a unified data governance base in the cloud , Provide production level data processing capability for machine learning , And data analysis tools that enable business personnel to be more intelligent . This service portfolio is also Amazon cloud technology launched last year “ Intelligent Lake warehouse ” Since architecture , Continue to promote the in-depth intelligence of the framework and accelerate its implementation , It can be said that it can effectively help more cross-border e-commerce enterprises to maximize and solve the current homogeneous competition dilemma .
By Captain BI For example , The captain BI It's cross-border e-commerce SaaS Enterprise Chuanqi technology's products , It aims to provide cross-border enterprises with in-depth data analysis and big data driven business intelligence , Empower small and medium-sized enterprise sellers to go to sea . Under the general trend of cross-border export enterprises turning to refined operation mode , Conventional ERP The management system lacks intelligent data analysis , It is impossible to predict sales based on historical trends , So that merchants can make replenishment plans , Optimize inventory .
So , The captain BI Put forward “ Data driven operations ” Our business philosophy , Use Amazon cloud technology's rich cloud native products and service system to build a big data analysis platform , Through data insight, help small and medium-sized e-commerce export enterprises improve the way of store management and operation , Improve supply chain operation efficiency , Better expand business overseas ; After completing the cloud platform migration , In fact, it has realized the double growth of business and users : During the promotion period, the business volume reached 3 Times growth , The total number of users increased to 4-5 Times promotion .
Global consumer electronics brand Anke innovation , It's also Amazon cloud technology “ cloud 、 Count 、 wisdom ” Successful examples of the in-depth application of the trinity of big data and machine learning integration service portfolio .2017 year , Anke innovation starts transformation , Will include ERP、 Many core business systems such as order and customer management systems are built on the cloud platform of Amazon cloud technology .
Technologies and services such as database products and data analysis based on Amazon cloud technology , Anke has created “ Consumer oriented innovation system ”, Gain global user insight , Sum up experience to better carry out product layout , And through Amazon cloud technology in artificial intelligence and machine learning 、 Services in the field of speech recognition , Realize the rapid iteration of intelligent hardware products . Anke innovation also built a customer service platform based on Amazon cloud technology platform , Turn customer feedback into the support of brand building . And deep digital insight empowers , Make every step of Anke's innovation start from the needs of users , In the consumer electronics segment, the cost performance advantage of made in China will be promoted to brand advantage , Successfully entered North America 、 Japan 、 Leading brands in many European countries , The products sell well 100 Multiple countries and regions .
Full text summary , As the pioneer and leader of global cloud computing , Amazon cloud technology relies on strong technological innovation capabilities 、 Rich market experience and comprehensive “ Sea ” The ecological system , It can not only help Chinese cross-border e-commerce enterprises grasp “ Independent station ” New market opportunities brought by the mode , Realize the goal of cross-border e-commerce enterprises going to sea “ Speed up ”, Better able to pass “ cloud 、 Count 、 wisdom ” The trinity of big data and machine learning integration services , Help cross-border e-commerce enterprises resolve the current dilemma of homogeneous competition , Once again, it has opened up a new “ channel ”, Become a Chinese cross-border e-commerce enterprise overseas “ speakers ” The booster , Push “ Made in China ” To “ The Chinese brand ” The continued growth of .
Newton once said :“ If I see farther than others , That's because I stand on the shoulders of giants .” From this point of view , Facing the unprecedented new opportunities in overseas markets and cross-border e-commerce , Today, more and more Chinese cross-border e-commerce enterprises can also stand on Amazon cloud technology “ Giant ” On the shoulders , We can see further on the way to sea in the future 、 Walk more steadily , Its value is undoubtedly far-reaching and significant .
Shen Yao's scientific and technological observation , Founded by shensky, a cross-border self media person of science and technology and automobile ,19 Years of working experience in enterprise level technology media , Long term focus on enterprise digitization 、 Industrial intelligence 、ICT infrastructure 、 Observation and Reflection on the content of automobile science and Technology .
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