Chinese fashion action figures and toys are accelerating their overseas sales during the Christmas season. Cainiao’s optimal warehouse helps Aofei Entertainment improve its cross-border logistics efficiency by 15%.

" My daughter loves Super Wings, so we bought her DIZZY as a Christmas gift. The package came very quickly and the toy looks great. I think my daughter will like it. I recommend this product. " A Russian consumer mentioned in a review on the Aofei Entertainment AliExpress store. Another American consumer said that he wanted to collect all the "Super Wings" as Christmas gifts.

Figure: Overseas consumer reviews

It is understood that the "driving force" behind the accelerated export of Chinese action figures is AliExpress and Cainiao Preferred Warehouse. Recently , the two parties have jointly provided merchants with 6 preferred warehouses in 5 places across the country , including Guangzhou, Zhejiang, and Shandong. On the eve of Double 11, they have launched a full-service fulfillment service to solve cross-border logistics, especially domestic warehouse delivery and stocking issues. Merchants can directly send "naked goods" from the factory to the preferred warehouse.

Accelerate the reach of overseas consumers and optimize warehouses to solve shipping problems

Relying on the domestic supply chain foundation, cross-border merchants integrating industry and trade are often able to design and produce popular products that sell well overseas. However, even if they have domestic e-commerce and retail operations, they still need to re-familiarize themselves with the delivery process when facing cross-border logistics. If the warehouse and factory are located in remote areas and are not within the collection range, they are likely to receive negative reviews from customers due to poor delivery timeliness.

Taking the trendy toy market as an example, according to the " 2020 Cross-border Export Consumption Trend Report", even last year, against the backdrop of a weak world economy, the size of the global trendy toy market still increased by nearly 20%, and the potential of the overseas trendy toy market is as high as tens of billions.

"Many overseas consumers buy Christmas and New Year gifts for their children during Double 11 and Black Friday. Firstly, there are discounts and offers during the big sales, and secondly, logistics takes a certain amount of time, so they have to prepare in advance." Laura, the person in charge of Aofei Entertainment's AliExpress , told reporters that some impatient consumers will leave messages in the background, "This is a Christmas gift for my child, please be sure to ship it as soon as possible. "   During Double 11, several of the company's products ranked in the top 10 in their categories, and some products grew by more than 500 % year-on-year.

Aofei Entertainment is a well-known animation and cultural creation company in China (abbreviated as Aofei), which has rich IP and supply chain resources. Its IPs include Pleasant Goat and Big Big Wolf, Armor Hero, Super Wings and Soul Street . The cooperation between Aofei Entertainment and AliExpress is mainly to sell its toys, trendy toys , IP film and television drama peripherals, etc.

Laura mentioned that the company's toy business has deep accumulation in the domestic supply chain, with its main advantages in product design and manufacturing. It is still a "newcomer" in the field of cross-border retail , and it takes some time to accumulate experience in logistics and operations. Cooperation with AliExpress and Cainiao can help the company quickly reach cross-border retail users and improve its experience in cross-border logistics and cross-border operations.

Full warehouse fulfillment management helps factories and merchants further reduce costs and speed up

In addition to using digital logistics technology to accelerate order flow and full-link logistics timeliness, the preferred warehouse launched a full fulfillment management service before Double 11, allowing the factory's "naked goods" to enter the warehouse directly.

Note: Cainiao Preferred Warehouse

Taking the products sold by Aofei on AliExpress as an example, after the products are produced, they can be shipped directly by the factory to Cainiao's preferred warehouse in Dongguan or Hong Kong. Cainiao will complete the subsequent warehousing, quality inspection, coding, assembly, box replacement and other operations, realizing automatic order flow, rapid logistics fulfillment and automatic customer service acceptance services, which not only shortens the delivery chain, but also further improves timeliness.

"After the goods are produced, they can be sent directly from the factory to the preferred warehouse, reducing the flow of packages under the traditional logistics path, and merchants do not need to build and operate warehouses themselves." Laura mentioned that Cainiao can customize packaging materials of different sizes according to the type of goods, and optimize the packaging process to reduce the consumption of packaging materials. At the same time, it fills buffer materials to ensure the integrity of the goods.

Data shows that after using Cainiao's preferred warehouse, Aofei's product listing rate on AliExpress within 48 hours was close to 99%, and the overall delivery and inventory management efficiency increased by about 15%. In some emerging markets, with Cainiao and AliExpress jointly opening more routes, Aofei has also reached more overseas consumers. This year's Double Eleven growth rate in the Brazilian market exceeded 700 %.

"The continuous development of cross-border e-commerce has enabled Chinese manufacturing and Chinese brands to reach overseas consumers more effectively, and has also provided a broader stage for domestic merchants with a supply chain foundation." Cainiao's Chief Strategy Officer and General Manager of the International Export Division Xiong Wei told reporters that relying on digital logistics capabilities and continuous overseas construction, Cainiao's global parcel network can provide cross-border merchants with one-stop export logistics solutions, and escort domestic products to reduce costs and speed up their overseas exports.

In March 2021, Cainiao International's average daily cross-border parcel volume exceeded 5 million pieces, continuing to rank among the top four in the world. Among them, the "5 US dollars in 10 days" logistics product has covered 20 countries around the world, including Spain, France, the Netherlands, Belgium, the United Kingdom, Germany, Portugal, etc., allowing more merchants to deliver to the world with the money for a cup of coffee.

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