原创

China-Pakistan cross-border e-commerce practice case sharing


我们的跨境电商实践只有短短一年的时间,跟资深的电商人比起来,我们可能连入门的级别都算不上,但我们的成长又是快速的。基于和一带一路国家的合作基础,从一开始,我们就选择了不一样的路:跨境电商。

Our cross-border e-commerce practice is only a year short. Compared with senior e-commerce merchants, we may not even be at the entry level, but our growth is fast. Based on the basis of cooperation with the One Belt and One Road countries, we have chosen a different road from the beginning: cross-border e-commerce.

2019年我们举办了六次跨境电商培训和三次实习实训,培训内容涵盖了淘宝网、亚马逊、阿里巴巴国际站、ebay、速卖通等几个最大的跨境电商平台。我们不仅与多家跨境电商企业开展深度合作,还广泛吸纳校内外的中外学生资源,探索出了一条独特的跨境电商实践之路。

In 2019, we held six cross-border e-commerce trainings and three internships. The training content covered several of the largest cross-border e-commerce platforms such as Taobao, Amazon, Alibaba International Station, eBay, AliExpress. We have not only conducted in-depth cooperation with a number of cross-border e-commerce companies, but also extensively absorbed the resources of Chinese and foreign students inside and outside the school, and explored a unique cross-border e-commerce practice road.

海纳百川有容乃大

木凯来自巴基斯坦,是华中科技大学的在读博士生。自从他跟随跨境电商国际交流论坛的嘉宾团去参观了楼兰蜜语之后,想要了解千万个淘宝店铺背后的那个奇妙世界的好奇心就驱使他出现之后我们举办的每一个跨境电商培训和实训中。

坚持不懈的努力使他一年后成功蜕变,2019年7月,作为我们团队的英文讲师,他为远在巴基斯坦的高校学子们开展了首次中巴在线亚马逊电商运营培训,并组建了十多人的团队为合作公司运营了四个亚马逊店铺。

Be inclusive

Saqib is from Pakistan and is a PhD candidate at Huazhong University of Science and Technology. Ever since he followed the guest group of the Cross-Border E-Commerce International Exchange Forum to visit Wuhan Loulan Miyu Ecological Fruit Industry Co., Ltd., the curiosity of wanting to know the wonderful world behind thousands of Taobao shops has driven him to appear in every cross-border electricity store Business training and practical training.

Persevering efforts made him successfully transformed a year later. In July 2019, as the English lecturer of our team, he conducted the first China-Pakistan online Amazon e-commerce training for students in universities in Pakistan, and organized more than ten Human's team operated four Amazon stores for partner companies.

快速启动=用户思维+数据为王

2019年2月,我们和佰正科技一起搞了一次为期四天的嬉游技内部集训。在这次集训里,我们有机会近距离观察了淘系的电商人的思维方式和创业逻辑,同时我们也发现可以借助留学生的用户思维,利用数据处理软件来运营英文淘宝店,从而帮助留学生完成电商创业的快速启动。

几个经常淘宝的中外学生和余总在培训教室熬了一个晚上,站在用户的视角,总结出商品英文标题翻译的一套公式。当天木凯就开通了他的第一个淘宝店,买了一个月的数据处理软件,就这么跌跌撞撞地开始了他的电商生意。

事实证明,这个野路子确实管用。熬过了半个月的寒冷冬夜后,木凯的店铺终于开单了!此后,店铺浏览量、访客量和下单量等数据不断提高,4月份他注册了第二家英文淘宝店。

通过这段时间的英文淘宝店的运营,木凯对电商的概念逐渐建立,也形成了自己独有的选品视角。这为后来的跨境电商平台的运营打下了坚实的基础。

Quick start = user thinking + data thinking

In February 2019, we and Baizheng Technology conducted a four-day training camp together. In this training session, we had the opportunity to closely observe the thinking mode and entrepreneurial logic of e-commerce merchants in the Tao Department. At the same time, we also found that we can use the user thinking of foreign students and use data processing software to operate the English Taobao shop, thereby helping international students to complete the rapid start of e-commerce business.

Several Chinese and foreign students spent a night in the training classroom, from the perspective of users, summed up a set of formulas for the translation of English titles of products. On the same day Saqib opened his first Taobao store, bought a month of data processing software, and started his e-commerce business.

Facts have proven that this way really works. After half a month Saqib's shop finally had his first order! Since then, shop visits, visitor orders, and other data have continued to increase. He registered a second English Taobao store in April.

Through the operation of the English Taobao store during this time, Saqib gradually established his concept of e-commerce and formed his own unique perspective on selection. This laid a solid foundation for the operation of later cross-border e-commerce platforms.

校企融合,优势互补

高校的老师一直生活在象牙塔里面,对市场上的瞬息变化的反应远远没有企业灵敏和迅速。但是,老师们知道怎么把知识有效地传递给学生,掌握的教育资源也比企业多,看问题的视角更广。因此校企融合的关键是将企业和高校教师的相对优劣进行中和互补,形成强大的合力。

2019年4月-5月,阿里巴巴主办了第一届全国新零售买手创业实践大赛,我们拉着两个队伍的学生参与了技能赛(也就是模拟比赛)。技能赛在一个与速卖通平台相似度极高的沙盘模拟软件上进行,正式比赛被誉为997,即连续进行7天,每天早9点到晚9点,选品-上架-出单-发货-收货确认,所有跨境电商运营的环节会比真实运营节奏快上十倍,头天上架的商品在第二天的出单量会达到上百个,场面壮观得有点像双十一购物节。

魔鬼的七天结束后,两个队伍都拿到了二等奖,而我们的心理和身体也在强大的压力下临近崩溃。这场比赛,突然让我们体会到电商人的不易:每天面对屏幕上密密麻麻的数据和曲线,还要脑补消费者那端的画面,用用户思维去赢得更大的流量。

比赛结束后,木凯提出去合作公司总部去实习,这一走就是一个月。回来摇身一变,他竟然成了亚马逊店铺的运营行家。这种行业里的浸润,是高校的教育体系里无法给予的,而只有在这样全方位浸润的环境中,人才会获得最大限度的成长。

School and enterprise integration

College teachers have always lived in the ivory tower, and their response to the rapid changes in the market is far from being sensitive and rapid. However, teachers know how to effectively transfer knowledge to students, and they have more educational resources than enterprises, and have a broader perspective on issues. Therefore, the key to school-enterprise integration is to neutralize and complement the relative strengths and weaknesses of enterprises and college teachers to form a strong synergy.

From April to May 2019, Alibaba hosted the first National New Retail Buyer Entrepreneurship Practice Contest, and we took two teams of students to participate in the skill competition (that is, the simulation competition). The skill competition is performed on a sand table simulation software with a high degree of similarity with AliExpress. The official competition is hailed as 997, that is, for 7 consecutive days, 9 am to 9 pm daily. Delivery-receipt confirmation, all cross-border e-commerce operations will be ten times faster than the real operation rhythm. The number of orders on the next day will reach hundreds of orders, and the scene is a bit like a double 11, A shopping festival.

After the seven days of the devil, both teams won the second prize, and our mental and physical forces were also close to collapse under strong pressure. This game suddenly made us realize that it is not easy for e-commerce merchants: in the face of dense data and curves on the screen every day, we have to make up for the pictures on the consumer's side and use users' thinking to win more traffic.

After the competition, Saqib proposed to go to the headquarters of the cooperative company for an internship. This was a month away. When he came back and changed, he turned into an Amazon store operator. This type of infiltration in the industry can not be given in the education system of universities, and only in such an all-inclusive environment, talents will get the maximum growth.

实习实训,合作共赢

实习回来,我们就正式开启了与公司紧密合作的模式。我们先后成立了两项国家大学生创业项目并入驻了华中农业大学孵化器。

我们定期邀请合作公司来到孵化器对中外学生开展集训,讲授各大跨境电商平台的运营知识。集训结束后,合作公司筛选优秀的学生项目组开展实训。公司给学生分配店铺子账号,学生在学校的孵化器里上班,每天完成一定量的选品、产品设计、上架的工作,一旦店铺获得新的订单,由合作公司完成后续发货和售后的工作,利润由学生项目组和公司进行分成。

鉴于木凯之前的实习经历,公司将其视为合伙人,其运营流程与上述的学生实习有所不同。公司把亚马逊上的一定数量的店铺交由木凯独自打理,除需要先寄回公司换包装发货之外,其他所有流程都是木凯的工作范围。

积累沉淀了三个月之后,2019年7月,我们终于如同2018年年底计划的那样,开启了向一带一路国家的新征程。我们策划了10+90天的亚马逊在线实训,向巴基斯坦的三所大学的学生伸出了橄榄枝,37位巴基斯坦学生加入了我们的实训,而木凯作为他们的先行者,很自然地成为了这场实训的主讲培训师,华农的教师、留学生以及合作公司的负责人都是木凯的强大后援团。

10天的运营培训在华农智慧教室进行,智慧教室提供了在线实时收看培训直播的硬软件支持,巴基斯坦的学生们则在各自笔记本电脑上或者学校方提供的教室里收听培训内容,课后通过WhatsApp群聊进行咨询和答疑。10天的培训后有90天的实训,优秀的巴基斯坦学生作为合作公司的境外兼职员工为公司下属的亚马逊店铺提供运营服务。

Practical training, win-win cooperation

After the internship, we formally started the mode of close cooperation with the company. We have established two national university student entrepreneurship projects and settled in the Huazhong Agricultural University incubator.

We regularly invite partner companies to conduct training sessions for Chinese and foreign students and teach the operating knowledge of major cross-border e-commerce platforms. After the training, the partner company selected outstanding student project teams to conduct training. The company assigns shop sub-accounts to students. Students work in the school's incubator and complete a certain amount of selection, product design, and shelf work every day. Once the store receives a new order, the partner company completes subsequent shipment and after-sales work. The profits are divided between the student project team and the company.

In view of Saqib's previous internship experience, the company regards it as a partner, and its operating process is different from the above student internship. The company leaves a certain number of stores on Amazon to Saqib to take care of by itself. All processes are Saqib’s work except sent products back to the company for packaging and delivery.

After three months of accumulation, in July 2019, we finally started a new journey to the Belt and Road countries, as planned at the end of 2018. We planned 10 + 90 days of Amazon online training, reaching out to the students of three universities in Pakistan, 37 Pakistani students joined our training, and Saqib as their pioneer, naturally became The lecturer, Huanong's teachers, international students, and the heads of the cooperative companies in this training are Saqib's powerful support team.

The 10-day operational training was conducted in the Huanong Smart Classroom. The Smart Classroom provides hardware and software support for online and real-time viewing of training live broadcast. Pakistani students listen to the training content on their laptops or in the classroom provided by the school. Group chat for consultation and Q & A. After 10 days of training and 90 days of practical training, outstanding Pakistani students as overseas part-time employees of the partner company provide operating services for the company's Amazon stores.

新起点,巴达木

这一年,我们借由校企合作,进行了大量的实践学习,这期间均是使用的公司子账号,选品和运营也是受到了合作公司的大量协助。经过反复论证和推演,我们决定开始做自己的跨境电商店铺,于是在2019年11月注册了公司,起名巴达木,BeltWood的谐音,带有木凯的中文名和“一带一路”双重含义。

巴基斯坦有丰富的物产资源:例如水果(芒果、樱桃),坚果(黑核桃、松子),工艺品(羊绒毛织品、银或铜制器皿、民族风饰品、骆驼内脏所制器物),手工编织品,宝石等。巴基斯坦的劳动力比较低廉,一般月薪在2000以下,同时英语是他们的官方语言,所以雇佣当地的劳动力做跨境电商也会具有一定的语言优势。

巴达木的商业模式主要分为两大块:

1.传统外贸进口+新零售分销

从巴基斯坦厂商直接进口巴基斯坦的特产,寻找愿意合作的淘宝村或电商企业,利用中国的淘宝村网络进行中国境内的销售。

2.提供跨境电商服务

一方面,利用现有的高校资源,向愿意向跨境电商发展的淘宝村村民提供跨境电商平台的运营指导和培训(包括数据化选品方法和平台运营指导);另一方面,利用巴基斯坦及其他一带一路国家的劳动力资源,提供跨境店铺的数据分析和店铺运营服务,帮助中国商家解决语言不通的痛点。

我们衷心祝福这个巴基斯坦青年的跨境电商实践能够成就他的中国梦!希望这枚星星之火最终能够形成燎原之势,为更多努力追寻幸福的人们带去更多的动力和希望!

A new start, Badamu

This year, we carried out a lot of practical learning through school-enterprise cooperation. During this period, we used company sub-accounts, and the selection and operation were also greatly assisted by the partner companies. After repeated demonstrations and deductions, we decided to start our own cross-border e-commerce store, so we registered the company in November 2019, named Badamu, BeltWood's homonym, with the Chinese name of Saqib and the double meaning of "Belt and Road".

Pakistan has a wealth of natural resources: fruits (mangoes, cherries), nuts (black walnuts, pine nuts), handicrafts(cashmere fabrics, silver or copper utensils, ethnic ornaments, utensils made from camel's offal), hand-knitted goods, gem Wait.

Pakistan ’s labor force is relatively low, generally with a monthly salary of less than 2000, and English is their official language, so hiring a local labor force to do cross-border e-commerce will also have certain language advantages.

Badamu's business model is divided into two major parts:

1.Traditional foreign trade import + new retail distribution

Import Pakistani special products directly from Pakistani manufacturers, find Taobao villages or e-commerce companies willing to cooperate, and use China's Taobao village network to sell in China.

2.Provide cross-border e-commerce services

On the one hand, using existing college resources to provide cross-border e-commerce platform operation guidance and training (including data selection methods and platform operation guidance) to Taobao villagers who are willing to develop cross-border e-commerce; Utilizing the labor resources of Pakistan and other Belt and Road countries to provide data analysis and store operation services for cross-border stores, to help Chinese businesses solve the pain points of language barriers.

We sincerely wish this Pakistani youth's cross-border e-commerce practice can fulfill his Chinese dream! I hope that the fire of this star will eventually form the trend of Ebara, and bring more motivation and hope for people who work harder for happiness!

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  • 作者:管理员(联系作者)
  • 发表时间:2019-12-02 20:46
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