ByteDance's big move? Another e-commerce app is launched!

Competition in the domestic e-commerce market is becoming increasingly fierce. Many big players have successively laid out their cross-border e-commerce businesses. Domestic e-commerce giants such as Alibaba, Tencent, and JD.com have been making frequent moves. Recently, there have been reports that ByteDance has also launched an independent e-commerce APP mall.

ByteDance's new cross-border APP is launched

It is reported that ByteDance recently launched an independent e-commerce APP mall - Fanno . Industry insiders said that this is another independent e-commerce APP launched by ByteDance after TikTok Shopping (an e-commerce system integrating sales and advertising functions), and Fanno App seems to have been launched in a low-key manner a few months ago, but few people knew about it at the time.

In response to this news, ByteDance also clearly replied that this was indeed the case, and stated that Fanno is an e-commerce product in the early stages of exploration, and provides cost-effective comprehensive categories to global users.

Since the news came out, many people in and outside the industry have been very concerned about the details of the Fanno platform and the rules for entry ( the details of entry can be viewed at the end of the article ). It is understood that Fanno is currently mainly targeting European countries including the United Kingdom, France, Germany, Italy and Spain, with tens of thousands of SKUs, and product categories include headphones, clothing, fitness, pets, etc.

Not only is the product range complete, but the prices of the products on the platform are also relatively affordable. It is reported that the prices of most products on Fanno are between 1 and 16 euros, and European consumers can buy watches, clothing, accessories, etc. at a price of single-digit pounds.

Fanno's main page is divided into multiple sections such as " Hot Selling Zone ", " Recommended for You ", " Daily Specials " , etc. During the Black Friday period, a special activity zone was also launched. In order to attract more users to download, Fanno has made a lot of efforts in service, price and consumer rights protection . The 14-day no-reason return policy and the refund within 30 days of delivery date have greatly protected the rights of consumers.

The entry requirements for Fanno mainly include the following three points:

1. Have experience in operating overseas e-commerce platforms or independent websites and stores;

2. Monthly sales of not less than US$500,000 or average daily orders of more than 10,000 (corresponding certificates are required);

3. A European overseas warehouse is required (FBA, third-party overseas warehouse, etc.).

It is reported that Fanno’s current entry method is official directional invitation. Sellers who meet the above basic conditions and have the intention to join can register on the official website (https://seller-global.fannoshop.com) and fill out the entry intention form (https://survey.larksuite.com/m/cfm?t=s4nvPsO8b3xi-jpio). Sellers who meet the application will receive an invitation. The Fanno operation team will contact the company within 3-5 working days after receiving the questionnaire. Please register a Feishu account in advance.

Currently, Fanno has not authorized any third party to carry out merchant recruitment and entry work. Please refer to the official channel information.

Regarding the various subsidies and discounts currently offered by the platform, some practitioners said that in today's multi-channel operation, this new platform is a good choice. But at the same time, some industry insiders expressed different opinions ↓

A: Which APP was not subsidized by the platform when it was first launched? But what is left after that?

B: Setting up overseas warehouses may be an additional advantage, but after adding the warehousing and delivery fees, the price advantage no longer exists.

C: When there is little traffic, you have to distribute the goods, which will lead to the loss of cost advantage. The little remaining profit will be further compressed. Therefore, many of the companies that have settled in now are big sellers of distribution goods.

In the view of some sellers, although ByteDance’s launch of Fanno is very tempting as a model of localization of Chinese overseas brands, it has disadvantages in terms of traffic, threshold and supply chain. Some sellers who have already settled in even said that "this is simply an enhanced version of AliExpress" and small and medium-sized sellers should not rush to join.

At the same time, some sellers found that Fanno had recently started recruiting people on a recruitment platform and seemed to have started to build an operations team...

Monthly salary of 50,000! ByteDance recruits all-round operations personnel

When searching for ByteDance, the editor saw recruitment information related to ByteDance's cross-border e-commerce on some recruitment software , but it is not clear whether these positions are prepared for operating Fanno.

From the recruitment information , we can see that the position is a cross-border e-commerce operation leader, the work location is in Guangzhou, and the salary is 25K-50K. It has to be said that this salary is considered high among similar positions in Guangzhou, but correspondingly, the job requirements and work content are not simple .

Applicants must have operational experience in cross-border e-commerce platforms or multinational brands. The main content of the job is to be responsible for the full-cycle operation of cross-border stores, including product recruitment, planning, product incubation and event planning, as well as supply chain docking, coordination and resource integration.

It can be seen from the job description and requirements that applicants with experience in operating the fashion industry will be given priority. Applicants are required to operate beauty, clothing and other products , which is consistent with the categories currently sold by Fanno.

As we all know, fashion apparel products are popular in Europe and the United States, and there are many SKUs. In addition, the domestic clothing supply chain is relatively complete, with both demand and supply chain. In this way, it is reasonable for ByteDance to choose clothing as its first stop in e-commerce.

Although Fanno was not preheated before its launch, industry insiders believe that ByteDance's entry into the cross-border e-commerce market is not surprising . After all, it was previously revealed that ByteDance established the Magellan XYZ team to enter the cross-border e-commerce market .

"Magellan" team in charge? ByteDance is vigorously entering the cross-border e-commerce market

"Fanno was developed by the Magellan XYZ team," said an industry insider. In fact, as early as December last year, there were frequent reports that ByteDance was going to enter the cross-border e-commerce market. The internal project was codenamed Magellan. Now the launch of Fanno has confirmed this news.

Based on the launch of Fanno, some industry insiders speculated that the Magellan project was ByteDance's internal layout for cross-border e-commerce expansion. Its TikTok's e-commerce business overlaps with the Magellan project. At the same time, Magellan focuses on establishing an independent mall to develop its own business.

According to the analysis of insiders, ByteDance is entering the cross-border e-commerce business through various channels. Content advertising monetization, transaction guidance and the launch of the Fanno platform are the best examples.

"ByteDance's entry into cross-border e-commerce is really timely. Under the wave of Amazon's account ban, many cross-border sellers are concerned and are looking for third-party platforms to diversify their risks," said an industry insider. The launch of Fanno has undoubtedly given many sellers a huge opportunity.

Backed by TikTok's huge traffic pool, Fanno has attracted many sellers . ByteDance's comprehensive layout of cross-border e-commerce also goes beyond this. In addition to its earlier investments in cross-border sellers Starlink, Paton and Zongteng, ByteDance has also recently invested tens of millions of US dollars in cross-border logistics company iMile.

According to industry insiders, ByteDance's team will increase cooperation with SaaS companies in the future to fundamentally solve problems such as supply chain, logistics, and operations.

However, some practitioners also said that if Fanno adopts a self-operated model, it will need to establish a strong supply chain and buyer team, and the operational requirements will be higher. These issues need to be considered and resolved, and it is not ruled out that Fanno will have an open platform after it becomes bigger.

ByteDance

APP

Cross-border e-commerce