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Fong Lau: Fast-tracking into China with cross border e-commerce @AustCham Access China
- 1. Fast Tracking into China through Cross-‐border e-‐commerce Fong Lau Marvel Sun Enterprises Limited November 23, 2016
- 3. Types of cross-‐border e-‐commerce Chinese Consumers Overseas Merchant B2C B2B C2C
- 4. 2B vs 2C models 2B (General Trade) 2C Tax Tariff + VAT (+ consumpMon tax) Cross-‐border tax / personal parcel tax Documents required • Customs registraMon • CO cerMficates • InspecMon & quaranMne reports (CIQ) • Contract / Invoice • Etc. Few if any Chinese labeling Required Not required
- 5. Different tax rates (for reference only) Category Parcel tax (B2C) Cross-‐border e-‐commerce tax (B2C)* Taxes for B2B 1. MFN Tariff free products 15% 11.9% (70% of VAT) Tariff + VAT 2. Other than 1 & 3 30% 11.9% (70% of VAT) Tariff + VAT 3. Products where consumpMon tax applied 60% 70% of (VAT + consumpMon tax) (e.g. high-‐end beauty products 26.4%) Tariff + VAT + consumpMon tax • Always changing • TransiMon period • PosiMve list • Parcel tax is exempted if taxable amount is under 50 RMB • AddiMonal taxes kick in if a consumer’s single purchase amount / annual purchase amount exceeds a certain sum *For purchase amount under 2,000 RMB
- 6. InternaMonal Courier (e.g. DHL, EMS) Customs Agent Customs Agent InternaMonal Bulk Shipment Local Courier InternaMonal Courier (e.g. DHL, EMS) Local Courier InternaMonal Bulk Shipment 1 2 3 4 Customs Agent CHINAOverseas (US or HK) Oversea Merchant Oversea Merchant Oversea Merchant Oversea Merchant * Overseas DC FTZ DC * FTZ DC Chinese Consumers Chinese Consumers Chinese Consumers Chinese Consumers Logistics Solutions Free Trade Zone (FTZ) * B2C order pick & pack is done here
- 7. THE SIZE OF THE MARKET
- 8. China’s Import eTail (B2C+C2C)
- 10. Import eTail by Category iResearch
- 12. Pladorms
- 14. Pladorms Shopping mall (POP) Self-‐operated Specialized Non-‐specialized
- 15. You see only the top line! Cost per click (RMB) Cost per million impressions (RMB)
- 16. Uptrends and downtrends • In terms of indirect impact, social is driving much bigger increases in retail traffic than any other online channel. Social media increased its share of e-‐commerce referrals nearly 200% between the first quarters of 2014 and 2015.
- 17. But traffic can also be “free” • Mobile is social and alenMon is traffic
- 18. Social commerce in China • Social in China = WeChat Source: Yano research
- 19. A closer look at the WeChat users • WeChat is also popular in SE Asia
- 20. Social DistribuMon Pladorm • I.e. Amway on WeChat • Consult your lawyer first
- 21. The O2O model
- 22. Strategize Transact Build brand Traffic Margin
- 23. CHALLENGES
- 24. Challenges • Trust • Return • Localize or not?
- 25. KEY TAKEAWAYS
- 26. Key takeaways 1. Think beyond the pladorms 2. Think beyond online 3. Think beyond China 4. Use cross-‐border e-‐commerce as an iteraMon tool 5. Study Chinese consumers’ changing preferences 6. Your brand may have to adapt 7. Local partner crucial
- 27. Marvel Sun Enterprises Limited Cross-‐border e-‐commerce full service soluMon provider • Fong LAU • Tel: +852 2300 2473 • Email: fonglau@fung1937.com