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从竞争维度来评估,这个市场值得独立站卖家关注
从竞争维度来评估,这个市场值得独立站卖家关注
2020-10-21
74人浏览
近年来,除跨境电商主流欧美市场外,有个小众市场也悄然崛起,那就是中东市场。首先中东作为经济富裕、人口年轻化的市场具有巨大的潜力,同时,中东市场本土商家产品种类单一,更偏向零售分销模式,现在有越来越多的B2B本土平台出现,虽会有B2C模式,但仍以前者为主,多为分销商与供应商牵线搭桥,对于C端客户服务不完善。全渠道电商平台仍在发展中,中东消费者对于品牌十分热衷,对品牌信任度较高,因此中东出现了非常多单一领域自建站,如母婴网站Mumzworld、Fristcry;服装网站Fordeal、Ajmall、Club Factory;电子产品网站:Max、Jumbo等。
尽管商机不断,也有一定的限制。那就是中东市场本土电商平台对卖家的要求过高,需要卖家拥有当地公司资质或当地ID才允许注册。但另一个途径——外贸自建站却如鱼得水,获得了较好的发展,独立站可以如何发挥优势的呢?
一、产品需求大且品类稀缺
年轻人消费群体庞大,本地的轻工业并不发达,绝大部分轻工业产品依赖进口,而本地市场上的产品种类稀少,线下消费选择匮乏,尤其是中高端品牌以下的消费,并且客单价高。而外贸独立站卖家在选品方面就可以展示多样化、丰富的产品,如Jollychic以各种实用性小商品进入中东市场,再完善其他品类(服饰、电子等)。
二、自建站运营本土化
外贸独立站通常进入到一个市场,会根据当地人的宗教信仰、消费习惯、营销风格、本土电商节日等做相应的调整,避开本土居民的禁忌。而中东的消费群体年轻化,购物会更多参考网红推荐,因此自建站在运营方面,会与本土网红合作,进行推广。
三、营销推广方式
中东市场的线上社交需求强,视频社交等应用风靡,其中Facebook、Instagram、Snapchat 等视觉引导型社交网络在中东地区快速增长,目前中东用户对于这些社交媒体的使用比例也远远领先于其他地区,除日常社交互动外,越来越多的社交网络也成为了他们接收新闻的来源。
需要格外注意的是,出海中东地区的社交和直播产品,应加强互联网内容服务自查意识,除了许多世俗标准之外,必须保证自身产品符合伊斯兰教义和当地习俗,例如,网红主播着装要求等等。
外贸独立站卖家在决定进军中东市场时,面对消费者多样的需求,也要充分了解中东市场的消费习惯和偏好、风俗禁忌等。而中东地区电商市场还有自己亟待解决的问题,尤其是物流和支付。
1.物流:长期以来,中东本地派送物流一直是Aramex一家独大,一年多前融资4000万美元的Fetchr就是看到这个空缺想要去颠覆市场。然而,基本上物流公司都面对同样的问题:比如沙特普通居民很多没有门牌导致的地址不清楚;如果家里没有男性,女性不会为其他男性开门;以及递送团队的拓展和管理问题。
中东地区的一年两次大促——斋月和黑五会带来严重的运力不足的问题。为了争夺运力,单位物流价格会上升,导致物流成本提高。尤其在沙特,物流行业并不完全开发,像埃及等部分国家,海关也是一个很大的问题,来自中国和土耳其的电商货物普遍被课重税,常常导致商业模式无法维系。
2.支付:中东地区电商业务目前主要的支付方式还是货到付款(COD),甚至在信用卡普及率相对较高的海湾国家也是如此。做外贸的都知道COD有一系列问题包括现金管理成本,结算周期,拒收率提高等等。很多电商卖家在中东的拒收率超过了30%,带来了大量的资金成本。
3.信仰:除此之外,中东地区大部分为穆斯林国家,大部分民众都信奉宗教,另一方面因为地域特性、人文因素的差别,所以在跨境贸易时需要特别注意将禁售商品和敏感性商品考虑在内,尊重该地区民众的宗教和风俗习惯。如小猪佩奇等宗教敏感类商品无法售卖;具有裸体,含有文字内容或图像的产品;只有中文目录和说明书(至少需要英文版);香水或美容产品需要发票证明原产地;婴儿产品,玩具,家用电器,杂货,家居园艺,手机和平板电脑,需要符合欧盟标准;必须符合当地插座规格,电子产品启动语言必须是英语且包含阿拉伯语选项(电器也是如此)。
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