Douyin launches a cross-border import zone, and social media is also going crazy

With the popularity of social platforms and the impact of the epidemic driving offline consumption to online, cross-border e-commerce has entered an unprecedented growth stage. Many e-commerce companies have also seen the sales function of social platforms and created new marketing models. For example, in October 2020, TikTok joined hands with Shopify to create a "short video + e-commerce" marketing model.

As the trend continues to expand, Douyin has also seen the development opportunities of cross-border e-commerce and joined the ranks of selling imported goods. As early as January 15, 2021, Douyin e-commerce launched the "Cross-border E-commerce" function area and issued three notices on cross-border shopping, including the "Small Store Platform User Service Agreement" opinion solicitation notice, the entrusted cooperation statement, and the authorized representative statement, in order to attract sellers to join.

Recently, Douyin E-commerce released two more announcements on cross-border e-commerce, introducing regulations on entry qualifications, deposits, and logistics services, and further improving the entry rules for import merchants.

The announcement shows that Douyin cross-border e-commerce is divided into three types of stores: brand flagship stores, specialty stores, and franchise stores /ordinary stores . Among them, the qualifications of brand flagship stores should be first-level exclusive authorization, the authorization link from the trademark right holder of a specialty store to the store opening entity must be within the second level, and the authorization link from the trademark right holder of a franchise store /ordinary store to the store opening entity must be within the third level.

Douyin's entry into e-commerce has a different deposit level. Most first-level categories are 100,000 yuan, traditional nutritional supplements are 200,000 yuan, and second-level bird's nest supplements are 400,000 yuan. It is reported that the global shopping investment management rules released by the platform in December cover 50 first-level categories, covering clothing, beauty, toys and other products.

The platform charges service commissions to import merchants , with different requirements for different categories. Milk powder /supplementary food/snacks/alcohol/3c, etc. are 2%; health food/dietary nutritional supplements, etc. are 3%; beauty skin care/makeup/perfume, etc. are 4%; beauty equipment/pet food, etc. are 5%.

Douyin E-commerce said that it currently has six bonded warehouses including Ningbo, Zhengzhou and Guangzhou , and there are two logistics modes for imported products. Consumers in the bonded mode can check the logistics information at the corresponding express company within 72 hours after payment . If the seller in the direct mail mode uses spot goods for delivery, consumers can check the logistics information within 120 hours after payment ; if it is a pre-sale delivery , the seller can set the delivery time by himself, and the maximum optional time is 30 days.

Data shows that Douyin's e-commerce GMV in 2020 exceeded US$500 billion, more than three times that of 2019. For 2021, Douyin has set a bigger transaction goal, that is, the annual GMV will increase to 1 trillion.

import

Cross-border e-commerce market

Tik Tok