Kaola Global Shopping Product Analysis!

Cross-border e-commerce is a branch of the e-commerce industry. It is an e-commerce platform and online trading platform that completes transactions, makes payments and settles transactions through e-commerce platforms, and delivers goods and completes transactions through cross-border logistics.

Introduction

On September 6, 2019, Alibaba announced a strategic partnership with NetEase.

Alibaba Group acquired NetEase's cross-border e-commerce platform Kaola for US$2 billion. Alibaba also participated in NetEase Cloud Music's US$700 million financing round as the lead investor.

At the same time, the PC version of "Kaola" has been renamed " Kaola Global Shopping ".

It can be seen that domestic e-commerce ushered in a new round of reshuffle in 2019, and this wave of operations by Alibaba has once again pushed cross-border e-commerce to the forefront.

Moreover, according to the latest data from NetEase Kaola, the growth of NetEase Kaola's market transaction volume has slowed down over the past year.

At the same time, we also see that platform e-commerce is becoming increasingly difficult, and users are moving towards mobile and social terminals in large numbers.

Therefore, if we still rely on platform e-commerce to operate, we will actually encounter a new round of bottlenecks.

For this acquisition, NetEase Kaola chose Alibaba as its strong backend as support to seek better and more stable development in the future.

For Alibaba, this is also a good strategy. The first-ranked [Tmall Global] and the second-ranked [NetEase Kaola] import e-commerce platforms will both belong to Alibaba, which is indeed very important for Alibaba's market share.

What is more important is Alibaba’s layout in the ecosystem, which effectively integrates and incorporates valuable companies in every segmented field.

For Alibaba's large ecosystem, it has greater commercial value for the digital economy and the entire after-sales service, especially in the entire data-driven new business.

There will be a "monopoly" in the cross-border e-commerce field. What impact will it have on the industry and consumers?

Based on Alibaba’s acquisition of NetEase Kaola, let’s think about where China’s major vertical e-commerce companies will go in the future? What will be the development trend of China's cross-border e-commerce in the future?

This article will analyze Kaola.com from the following aspects to gain an in-depth understanding and analysis of the operating logic, future development trends, etc. of this company and the cross-border e-commerce industry.

Industry Analysis
Competitive product analysis
User Value Analysis
Business value analysis
Product Iteration Analysis
Product structure analysis
Operational Analysis
Summarize

1. Industry Analysis

To put it simply, cross-border e-commerce is equivalent to Taobao without borders.

When it comes to Taobao, we all know that it is a popular online shopping retail platform in China, which conducts online transactions through the Internet.

Taobao, which has no borders, is not limited to domestic products, but also includes foreign goods, and is divided into two modes: import and export.

That is to say, buying foreign products or selling domestic products to generate profits.

We all know that the development of a company is inseparable from the joint effect of external and internal factors.

The same is true for companies in the cross-border e-commerce industry. So how has the cross-border e-commerce industry, which is more affected by macro factors, developed so rapidly in recent years?

This time, we will use the famous PEST analysis method [Figure 1] to briefly analyze the four major external environmental factors that affect enterprises in the cross-border e-commerce industry: politics, economy, society, and technology.

Figure 1

1. Politics

The introduction of the “One Belt, One Road” strategy in 2013 not only accelerated the development of my country’s foreign trade, but also, to a certain extent, created many new development opportunities for cross-border e-commerce platforms.

Subsequently, the country has introduced a variety of policies to promote it.

In August 2013, the State Council issued six measures to support cross-border e-commerce retail exports, and proposed six specific measures to solve problems in customs, inspection and quarantine, taxation, and foreign exchange collection and payment.

This policy has undoubtedly broken the ice of export barriers and is a major benefit to all retail export companies;

In October 2013, the Shanghai Free Trade Zone's "Cross-border Link" will launch its first cross-border e-commerce pilot project to complete functional testing.

In addition, in order to cope with the new development situation of cross-border e-commerce trade, the National Development and Reform Commission entrusted the General Administration of Customs to implement a cross-border trade e-commerce service pilot in five cities.

It can be seen that policy support has been continuously strengthened, favorable policies have been fully implemented, and have continued in recent years.

In April 2020, the State Council Executive Meeting was held, and it was decided to establish 46 new cross-border e-commerce comprehensive pilot zones on the basis of the 59 existing cross-border e-commerce comprehensive pilot zones.

In the same year, China established close contact with 22 "Silk Road E-Commerce" partner countries, and the e-commerce collaboration in anti-epidemic efforts highlighted outstanding highlights. "Silk Road E-Commerce" has become a new channel for international digital economic and trade cooperation, and so on.

With the introduction of relevant preferential policies and regulations such as the National E-Commerce Law and the new cross-border e-commerce policy, as well as Li Keqiang's proposal to implement the "Internet + Circulation" action plan at the State Council Executive Meeting to promote the integrated development of the physical and online markets, I believe that China's cross-border e-commerce industry will develop further.

2. Economy

According to the publicly distributed data on China's import and export trade volume in the Statistical Yearbook of the National Bureau of Statistics of China [Figure 2], after the outbreak of the global financial crisis in 2009, China's import and export trade has recovered to a certain extent in recent years.

In 2012, China's cross-border e-commerce import and export transaction volume was 2.3 trillion yuan, a year-on-year increase of 32.0%.

At the same time, in this year, China's import and export trade volume surpassed that of the United States for the first time, reaching a total of about 25.8 trillion yuan, becoming the country with the largest import and export trade in the world;

Figure 2

The subsequent stable development of China's economic environment has enabled residents to continue to expand consumption. Coupled with China's huge domestic consumption demand and willingness to consume, residents' dependence on and preference for online shopping are also constantly increasing.

The overall scale of my country's cross-border e-commerce transactions has shown an upward trend year by year. According to iMedia data [Figure 3], it was 2.9 trillion yuan in 2013 and 10.8 trillion yuan in 2019.

Although with the arrival of the epidemic in 2020, demand in overseas markets declined, and foreign trade imports and exports experienced a short period of downturn.

However, in the third quarter, the situation turned from negative to positive. Although the epidemic has brought obvious impact on import and export trade, it does not change the long-term growth trend. The huge total volume of goods imports still creates a good economic environment for the development of China's cross-border e-commerce.

Figure 3

At the same time, according to statistics from the General Administration of Customs and the China E-Commerce Research Center, there were 18 million people shopping overseas in 2014, with a transaction volume of 140 billion yuan, moving from a market worth tens of billions to a market worth hundreds of billions.

According to the data from iiMedia Research, 57.7% of overseas shopping users choose overseas shopping because of their demand for high-quality goods.

At the same time, more than 30% of users choose overseas shopping due to considerations of product cost-effectiveness, brand diversity and authenticity. In 2016, the scale of Chinese overseas shopping users increased to 41 million at a growth rate of 78.3%.

Moreover, according to the data from the "2020 China Cross-border E-commerce Industry Market Prospects and Investment Research Report" released by the China Business Industry Research Institute [Figure 4], the scale of my country's overseas shopping users exceeded 100 million in 2018.

In 2019, the number of Chinese overseas shopping users will be close to 155 million.

Figure 4

Data from 2013-2021 shows [Figure 5] that China's per capita disposable income has continued to increase, which means that consumers have more funds at their disposal, providing a good user base for the development of the cross-border e-commerce industry.

Figure 5

In addition, according to statistical reports, the majority of people who shop overseas are middle class.

As the size of China's middle-class families continues to expand, the main group of people purchasing cross-border goods is also expanding, promoting the development of the cross-border e-commerce industry.

According to statistics from the General Administration of Customs and the China E-Commerce Research Center [Figure 6], there are currently about 500 million middle-class e-commerce users in China, with strong demand for consumption upgrades and increasing awareness of overseas brands.

Figure 6

3. Society and culture

With the development of the economy, the deepening of Internet applications, the increasingly developed cross-border transportation network, the improvement of residents' income level and the change of consumption concepts, online shopping has become an important shopping method for consumers.

Overseas shopping has gone from being fraught with difficulties to being as convenient as daily shopping, and residents will have the opportunity to access more products from overseas regions.

At the same time, consumers who have increasingly higher requirements for product quality are also beginning to develop the habit of overseas shopping, and the demand for imported products will continue to increase.

In the traditional era, users’ understanding and demand for cross-border e-commerce may have been limited to being able to buy foreign goods, and they did not have too many requirements for the quality of the goods.

In the era of consumption upgrading, people's demand for cross-border e-commerce platforms is no longer just about buying goods, but is beginning to shift towards buying better goods.

Foreign countries focus on natural health care and emphasize no additives, so they have very high requirements for the safety of products, such as cosmetics, maternal and child products, etc.

At present, domestic cross-border e-commerce platforms have performed well in meeting consumers' upgraded overseas shopping needs. Data shows that nearly 70% of China's overseas shopping users have had overseas shopping experience in the past six months, and only 1.6% of consumers are dissatisfied with their overseas shopping experience in the past year. It can be seen that overseas shopping has gradually become an important channel for consumers to shop.

Moreover, according to data from the National Tourism Administration [Figure 7], the number of Chinese cross-border tourists, the number of people studying abroad and the number of people returning to China have continued to grow from 2013 to 2021. This group of people have experienced a rich overseas life and gradually formed consumption habits for overseas products and brands.

As this group of people return to China, they spread their overseas consumption habits to the people around them, increasing their awareness of overseas brands and stimulating domestic cross-border consumption demand.

As cross-border travel and studying abroad become more and more normalized, cross-border consumption will also become a daily consumption for Chinese residents.

Figure 7

The sudden outbreak of the new coronavirus pandemic in 2020 has blocked offline trade channels. Many foreign trade companies have broken through the limitations of the single offline business model and accelerated their migration to the online world and integrated into the foreign trade digital ecosystem by entering cross-border e-commerce platforms, opening independent sites, participating in online exhibitions, and enriching digital marketing scenarios.

The "2020 Cross-border E-commerce White Paper for Small and Medium-sized Enterprises" of Yibang Power Research Institute shows that in the face of the new crown pneumonia epidemic, 84% of the foreign trade companies surveyed chose to conduct overseas marketing through online methods.

Moreover, the home life caused by the epidemic has led to the expansion of online channels for the cross-border home economy, and more and more overseas consumers are accustomed to e-commerce shopping.

This is not only true in China, but also abroad. Amazon, eBay, and the Brazilian e-commerce market have all seen a surge in users, and online consumption has achieved "irreversible penetration."

4. Technology

When cross-border e-commerce was first born in 2005, many B2B platforms emerged.

However, B2B is inherently limited, and many links such as payment and logistics cannot be done completely online. Later, with the development of mobile Internet technology, the popularization of smart phones, the rise of online shopping, and the gradual improvement of online payment and logistics systems.

Cross-border e-commerce retail B2C and C2C models have strong growth momentum. Because B2C can be completely online, its development speed is much faster than B2B.

In recent years, the rapid development of digital technologies represented by cloud computing, big data, artificial intelligence, and blockchain has promoted the rapid iteration and innovation of cross-border e-commerce. Social e-commerce and smart e-commerce have emerged one after another, and more of them are marketing through sharing or all rely on the big data industry chain.

According to the CBNData report, there have indeed been great changes in the participants in the cross-border e-commerce market.

In the past, most players in global trade were large companies, but now with the help of digital platforms, entrepreneurs and small businesses have joined in, able to operate in multiple markets and become micro multinational companies.

They are providing diversified [Made-in-China] and light customization services to global buyers. Digital technology continues to lower the threshold of global trade and reduce transaction costs.

There will be more and more such [micro-multinational enterprises], and they will become the main force in global trade.

In addition, new areas of cross-border e-commerce services have emerged, such as cross-border payment services, overseas warehouse services, cross-border e-commerce language services, cross-border data services, etc.

The outbreak of the COVID-19 pandemic has also accelerated the process of China's foreign trade digital transformation and stimulated companies' demand for cross-border e-commerce digital services.

Moreover, thanks to China's remarkable achievements in epidemic prevention and control, China's supply position in the global structural market will be further strengthened, and domestic products will usher in an important window period for export.

It can be seen that in the future, cross-border e-commerce will make innovations in four technical aspects, including big data. After all, the future is the data era, so it is very important;

The second is cloud computing. In the future, all cross-border e-commerce platforms and software service providers can deploy their services based on the cloud. What you see is what you get. The service you see is the product provided by the final supplier.

The next is intelligent transformation, AI, which is an important aspect of improving efficiency. Everything that can be done by machines or computers does not require human intervention.

Finally, there is blockchain. As the Internet has developed rapidly today, the global village effect will become more and more obvious. As one of the most important technologies, it may also lead to new model innovations in cross-border e-commerce in the future and realize the state of "there are no barriers and everyone can cross borders."

From this we can see that Internet technology is the fuse of the innovative economy. It can be said that without Internet technology, there would be no rapid development of cross-border e-commerce.

Therefore, we can see that there is still a lot of room for this market, and it will continue to grow rapidly in the next few years.

We will also see more and more high-quality overseas products "coming in" and imported into China through e-commerce platforms.

Figure 8

2. Competitive Product Analysis

Through the above industry analysis, we should have a simple understanding of cross-border e-commerce [Figure 9], and also roughly know why this industry has been so popular in recent years and its development trend in the next few years.

It is precisely because the development of my country's cross-border e-commerce industry is very promising and has huge potential that it has attracted a large number of participants. Traditional retailers, e-commerce platforms, payment institutions, etc. have used their respective advantages to enter the cross-border e-commerce market on a large scale.

Physical retailers that have opened cross-border e-commerce experience stores include China Resources, Modern Department Store, and Aoyuan;

Cross-border e-commerce platforms include Alibaba’s Tmall Global and Kaola, DHgate, JD Global, Ymatou, Xiaohongshu, Amazon, Vipshop, Jumei, etc.

In addition, PayPal, China Post, Alipay and WeChat Pay as service providers are important components of the entire cross-border e-commerce industry chain.

Fig. 9

Based on the product we selected - Kaola.com, this analysis mainly focuses on cross-border import e-commerce. According to the data of the Forward-looking Industry Research Institute [Figure 10], Kaola.com, Tmall Global and JD Global have obvious advantages in market share and belong to the first echelon;

Vipshop International, Amazon Global Shopping, Suning International and Xiaohongshu are also major competitors in the industry and belong to the second tier;

Other companies have a relatively low market share and belong to the third tier.

Fig.10

Since both Tmall Global and Kaola.com belong to Alibaba, we will focus on analyzing the macro growth path and business model of JD.com International, which is also in the first echelon, so as to gain a deeper understanding of the differences between different companies in the industry.

1. Kaola Shopping

(1) Growth Path

On January 9, 2015, NetEase's self-operated cross-border e-commerce platform "Kaola Global Shopping" was launched for public testing;
On June 28, 2015, Kaola.com announced the establishment of a Japanese branch;
On September 6, 2015, Kaola.com 2.0 was launched on the Apple Store, setting a precedent in the industry with its innovative scenario-based experience.
On October 23, 2015, Kaola.com announced the launch of nine national pavilions;
On December 30, 2015, Kaola.com laid the foundation stone for its new warehouse in Ningbo, with a construction area of over 250,000 square meters. After completion, the daily order volume can reach 200,000 orders.
On February 21, 2016, Kaola.com started supporting Apple Pay, becoming one of the first self-operated cross-border e-commerce platforms to support Apple Pay.
On March 29, 2016, Kaola.com announced its official launch, with a sales target of RMB 10 billion in 2016.
In June 2018, Kaola announced its entry into the comprehensive e-commerce market;
On September 6, 2019, Alibaba announced a strategic partnership with NetEase. Alibaba Group acquired NetEase's cross-border e-commerce platform Kaola for US$2 billion. Alibaba also participated in NetEase Cloud Music's US$700 million round of financing as the lead investor.
On August 21, 2020, it officially announced a strategic upgrade to fully focus on "membership e-commerce";
On January 25, 2021, the industrial and commercial changes were completed: NetEase withdrew its shares, and Tmall Import and Export Global Shopping became a wholly-owned subsidiary of Kaola Global Shopping;
On April 16, 2021, Kaola.com launched its own brand "Kaola.com·Products", creating the first "her" exclusive brand and customizing 500 new products for women in one year;

(2) Core business model

Kaola.com is a membership-based e-commerce company under Alibaba that focuses on cross-border import business. It mainly adopts the official self-operated and global direct sourcing retail model.

On August 21, 2020, it officially announced a strategic upgrade, focusing fully on "membership e-commerce".

(3) Product positioning

Kaola.com offers consumers a wide range of overseas product purchase channels with 100% authentic products, 30-day worry-free returns, and fast delivery. It hopes to help users "live a better life with less money" and promote the dual upgrade of consumption and life.

(4) Product categories

Sales categories include beauty, personal care, home, health care, light luxury, mother and baby, digital, global food, sports and outdoor, clothing and shoes, watches and accessories, etc.

(5) Product source

Kaola.com has professional purchasing agencies in 33 countries and regions including the United States, Britain, Italy, France, Germany, the Netherlands, Australia, Japan, and South Korea. It purchases directly from the products' places of origin, and the goods are shipped to China in their original packaging, with authenticity guaranteed.

It avoids multiple layers of links such as agents and distributors, directly connects with brand owners and factories, eliminates intermediate links and costs, and adopts a large-scale centralized procurement model to achieve lower purchase prices and even "overseas wholesale prices."

(6) Warehousing and logistics

Through the bonded model, we can achieve legality and compliance, reduce costs and achieve fast delivery, so bonded warehouses that can be used for cross-border e-commerce are scarce resources.

Kaola.com has more than 150,000 square meters of bonded warehousing space in four bonded areas in Hangzhou, Zhengzhou, Ningbo and Chongqing, ranking first in the industry.

At the same time, the construction of a 250,000 square meter modern and intelligent bonded warehouse in Ningbo has started and will be put into use soon.

Kaola.com has become the largest cross-border e-commerce company with bonded warehouses. In the future, Kaola.com will gradually open bonded logistics centers in South China, North China, and Southwest China.

Overseas, Kaola has initially built an international logistics and warehousing center in the United States, and will open international logistics and warehousing centers in countries and regions such as South Korea, Japan, Australia, and Europe.

Kaola.com has been quickly integrated into Alibaba's infrastructure: all underlying technologies have been moved to Alibaba Cloud, and global logistics, warehousing and other businesses have been connected with Cainiao.

2. JD.com International

(1) Growth Path

On April 15, 2015, JD Global Shopping was officially launched;
In the second half of 2015, after the French Pavilion, Korean Pavilion, Japanese Pavilion, and Australian Pavilion were launched one after another, the "American Pavilion" of JD Global Shopping was also officially launched;
On May 11, 2018, Vipshop announced that Vipshop International and JD Worldwide Shopping had reached cooperation in supply chain and procurement;
On November 19, 2018, JD.com officially upgraded its global shopping brand to “Haidun Global”;
On July 30, 2018, JD Global Shopping announced that it had signed a strategic cooperation agreement with Japan's Kintetsu Department Store Group;
In November 2019, JD.com's "Big Import" business was fully upgraded to "JD International", which means unifying consumption scenarios, innovating marketing ecology, focusing on quality services and opening up global investment, bringing consumers a better and higher-quality shopping experience for imported goods;
On March 10, 2020, JD International launched a special support plan for "Overseas Merchants" to cope with the impact of the epidemic;
On January 27, 2021, JD.com International and PG Mall, the leading local online market in Malaysia, held an online signing ceremony for "Global Direct Purchase". According to the cooperation agreement between the two parties, PG Mall will work with tens of thousands of merchants on the platform to bring millions of Malaysian specialty products to JD.com International;
On April 15, 2021, on the 6th anniversary of JD International's establishment, JD International and Taihe Music Group jointly announced that the two parties had reached a strategic cooperation based on the "Star Selection Plan" project. It is reported that based on this cooperation, Taihe Music Star Selection International Store officially entered JD International;

(2) Core business model

JD International is a one-stop consumption platform for imported goods under JD Group, and its main business is cross-border imported goods.

JD International, like JD’s main site, follows the platform model of “self-operated + overseas merchants entering” for direct purchases from overseas.

To put it simply, in addition to the self-operated model of purchasing directly from overseas, overseas merchants can also sign contracts directly to join "JD Global Shopping" through the platform model.

(3) Product positioning

As the first consumer platform in China that fully focuses on large-scale import business, JD International brings consumers a better and richer shopping experience of imported goods through comprehensive upgrades in four dimensions: consumption scenarios, marketing ecology, quality and service, and investment promotion, thus creating a reliable one-stop consumption platform for imported goods.

(4) Product categories

All products on JD Global Shopping are produced or sold overseas. Through the JD Hong Kong platform established by JD.com, it is possible to sign contracts directly with overseas global shopping merchants.

In terms of general trade imports, it has attracted nearly 20,000 brands with nearly 10 million SKUs, covering product categories such as fashion, maternal and child care, nutrition and health, personal care and beauty, 3C, home furnishings, imported food, and automotive supplies.

(5) Product source

From more than 70 countries and regions including the United States, Canada, South Korea, Japan, Australia, New Zealand, France, and Germany.

(6) Warehousing and logistics

Support all cross-border e-commerce customs clearance modes, expand overseas warehouses and bonded warehouses, and continuously enrich and optimize routes. We have established multiple overseas warehouses and domestic bonded warehouses in the Netherlands, Hong Kong, Hangzhou, etc., strengthening seamless connection with the international supply chain and bonded warehouses, and truly opening up the "last mile" channel from overseas to Chinese consumers.

Domestically, we have established our own bonded warehouses in Guangzhou, Ningbo, Shanghai, Chongqing and Tianjin, and cooperate with bonded warehouses in Hangzhou, Zhengzhou and other places to prepare bonded goods.

In terms of logistics, JD International currently supports three modes: direct mail, stocking, and collection.

The direct mail method of cross-border e-commerce is indeed limited by logistics. Trying to increase the speed of logistics and optimizing the supply chain is a solution;

Another way to optimize the user shopping experience is to try to ensure that the goods arrive on time within the customer's expected delivery time.

In this regard, JD.com adopts a model of cooperation with large international logistics companies such as DHL, and reduces international logistics costs through packaging.

(7) Summary

From the above analysis, we can see that the reasons why Kaola Global Shopping and JD International are in the leading position in the first echelon are obvious, and their comprehensive advantages are relatively more obvious.

In terms of authenticity guarantee, the qualifications of the two major merchants are controllable, many brands have settled in, and some brands have signed exclusive agreements.

In addition, the platform has built its own logistics and warehousing system and undertakes part of the after-sales service, which guarantees its leadership position to a certain extent.

As for the time of establishment, the two are very close, both were established in 2015.

But at the same time, Kaola.com and JD International each have their own advantages. In terms of financing, since their launch in 2015, they have quickly entered the consumer market relying on the strong capital strength of NetEase Group.

After reaching a strategic cooperation with Alibaba in 2019, it began to have stronger financial and logistics chain support, which also poses a great threat to cross-border e-commerce on other platforms.

Although JD International has the strong capital backing of JD Group, it is still slightly disadvantaged compared to the powerful combination of Alibaba and NetEase.

Of course, with its many years of experience in large-scale and complex business scenarios, the underlying technology and current supply chain system also have unique advantages.

In terms of business model, Kaola.com focuses on the "self-operated + direct overseas purchase" retail model, advocating to ensure authenticity from the source, carefully selecting high-quality products, reducing intermediate links, and directly connecting with suppliers, thus reducing costs and bringing benefits to consumers. It also has the concept of "living a high-quality life with the least money."

This has, to a certain extent, increased consumers' trust in the authenticity of Kaola's products and enhanced the core competitiveness of product authenticity assurance.

Tokyo International focuses on the platform model of "self-operation + overseas merchants settling in" for direct overseas purchases. In addition, after all, JD.com started out as an independent B2C company relying on self-operation, and self-operation has accumulated core competitiveness for JD.com in supply chain management and other aspects.

However, as my country's cross-border import e-commerce is still in the development stage, it is still unknown who will be the final winner.

3. User Value Analysis

1. Participants

User value analysis here also refers to the composition of the product's target users, that is, all participants with different roles on the Kaola platform.

Of course, different platforms have different participants, and the main participants of Kaola include: buyers (consumers), product suppliers, logistics distributors, and the platform itself.

In fact, no matter how many participants a platform has, the principle that must be followed is to meet the needs of each participant and balance each other's interests.

Because since the participants choose to come to this platform and are willing to stay here, then this platform must have met their needs in certain aspects, including interests, emotions, spiritual, and material needs, etc., which means that the user value of this product has been realized.

As can be seen from the interactive relationship diagram below [Figure 11], users will search, browse or purchase products through the Kaola platform. In order to eliminate counterfeits, the NetEase Kaola team generally sends a special procurement team to directly go to the source of the product for small batch purchases or large batch purchases.

Small-volume purchases are usually stored in overseas warehouses, then shipped via international express, transferred to domestic express after customs clearance, and finally delivered to users;

Large-volume purchases generally involve storing qualified products that have passed customs review in domestic bonded areas, and then delivering them to users via domestic express when needed.

Fig.11

If the Kaola platform wants to achieve rapid growth, it must meet the needs of users, the demands of overseas suppliers and logistics distributors, and try to deliver goods to users in the fastest and safest way.

Next, we will analyze the needs of these parties and how Kaola.com can better meet their needs.

2. Consumers

We should have briefly mentioned before that the general group of people who shop overseas are mainly middle class.

With the improvement of living standards in recent years, consumer demand has been undergoing profound changes.

For consumers, the first consideration is quality, even though China's economic development is already very good.

But the quality issue has always been a headache. There are some unscrupulous merchants in the country. The quality of the items they sell domestically cannot be guaranteed, but the ones they export abroad are all top-notch products.

So of course they want to spend less money and time and buy truly high-quality foreign products.

In order to achieve this goal, the following methods are currently used by consumers at different stages:

(1) Product selection

When consumers are choosing products, they often find themselves in a difficult situation, such as what to buy and which products are good;

The existing solutions may rely more on word-of-mouth recommendations from friends and family. After all, overseas products are not yet popular. Without reliable positive recommendations from friends and family, consumers will not take great risks to try them, after all, it may cost both money and time.

Moreover, there are problems such as language and information barriers in various regions of the world.

However, this method is quite limited, and most of the recommended products are those used by friends and relatives, and the products involved are too single.

(2) Obtaining Products

① Personal purchasing

After selecting the products through different channels, ask friends abroad or find a reliable purchasing agent, pay a certain percentage of the purchasing fee, and send it back via international or domestic express mail;

But there are also many problems in this way.

First of all, the selection of purchasing agents is very critical in this process. It is usually based on word-of-mouth recommendations from colleagues or friends. It is slightly better to go directly with friends you know.

But if you meet someone who is not a direct friend, there will be a problem of trust.

In addition, the amount is generally opaque and not fixed. When purchasing goods on behalf of others, in addition to not paying wholesale prices, the prices of goods sometimes vary depending on the purchase area, which results in inconsistent prices of goods sold at different times.

In addition, the exchange rate is not static. As the exchange rate changes, the price will also vary to a certain extent, so users cannot achieve a balance psychologically. They may even be suspicious of the purchasing agent and suspect that the agent is charging excessive fees.

Moreover, if you are not satisfied with the goods you receive, you cannot return them in most cases, and there is almost no after-sales service.

② Purchase directly from overseas websites

Consumers will buy things from foreign websites such as Amazon and then send them back via international express delivery.

However, the choice of a website also needs to be cautious. After all, for consumers who have never used this website, due to their lack of understanding of the language, culture, etc., they will encounter various problems in the selection process, and communication will also be inconvenient.

Even if you choose the right website, there is no guarantee that the products there are 100% authentic. If you really buy a fake, it is still unknown whether you can return it.

In addition, the products mailed back from foreign websites usually take a long time to arrive, sometimes as short as a week and sometimes as long as several months.

(3) Payment

After selecting the desired products, you need to pay;

If you purchase on behalf of someone else, you can also pay directly in RMB via cash or wire transfer.

However, if you purchase from a foreign website, there will be problems with payment, after all, the charging methods in different countries are also different.

Taking Japan as an example, payment is generally made by credit card or at convenience stores. From this perspective, consumers can only pay by credit card when abroad. If there is no internationally accepted credit card, payment will also be a problem.

(4) Mail

After consumers purchase and successfully pay for goods, it often takes some time for the goods to reach their hands.

If you buy things on behalf of someone else, if you are a professional purchasing agent who has some channels, it may be a little faster.

However, overseas direct mailing takes different time depending on the destination, so it is difficult to determine;

Of course, if you meet a purchasing agent who has the product in stock, it will be much faster, after all, it only needs to be shipped domestically and mailed.

If you are not a professional purchasing agent, you need to wait until the purchasing agent has time to purchase and mail the goods. In this case, the return date will be even further away.

Through the above analysis, it is easy to see that there are many inconveniences for consumers in product selection, acquisition, payment or mailing, and none of them can meet the current needs of consumers well.

3. Product Suppliers

When we mention suppliers of goods, we can think of procurement. Generally speaking, purchasing personnel want to purchase goods at the cheapest price, reduce costs, ensure the quality of purchased goods, and create profits for the company. At the same time, high-quality suppliers can improve the company's efficiency and performance.

When shopping overseas, the providers are generally from overseas suppliers.

With the rapid development of China's economy in recent years and the general increase in national consumption demand, the Chinese market has become the world's largest and most promising consumer market.

According to iResearch data, China has had a huge volume of imports and exports in recent years, and has also attracted countless overseas merchants.

Overseas merchants also want to catch up with this wave of dividends and enter China, hoping to sell their products at a lower cost and expand brand awareness.

Fig.12

In recent years, overseas products generally enter the Chinese market in the following ways:

① Overseas e-commerce platforms

This method has also been mentioned above. Overseas brands can sell their products globally through globally renowned e-commerce platforms such as Amazon.

Then we deliver the goods through international logistics. Of course, according to our previous analysis, the consumer experience is not very good.

② Opened the official Chinese website

With the popularization and development of the Internet era, many overseas brands have set up official websites in China to attract domestic consumers.

But these are actually only limited to well-known brands, where the views may be relatively high. After all, consumers will consciously browse or search for them only after they become well-known.

Moreover, this method also has certain disadvantages. In addition to the cost of operating and maintaining the website, it may also require communication with customer service staff, and there will still be language constraints when solving some problems.

Moreover, when operating and maintaining the website, it is necessary to conduct research on the Chinese market so as to design pages that are acceptable to domestic consumers.

③ Opening exclusive stores in China

Some brands that are popular around the world usually open some exclusive stores or counters in China through Chinese people.

Although this method can solve some of the impacts in culture, language, etc., it can also relatively solve some of the problems of insufficient consumer experience.

However, such specialty stores are usually opened in large shopping malls or busy areas in first- and second-tier cities, and the range of consumers they serve is relatively narrow.

For overseas suppliers, the entire process is still very cumbersome. After all, opening a store is a huge project, which requires not only decoration but also the purchase of some necessary facilities and so on.

④ Find agents in China

In addition to the above methods, some overseas brands will look for agents in the country.

Although the cost is slightly lower than opening a store yourself, it is not easy to find some more reliable agents, including business philosophy, product pricing, etc.

Through the above analysis, it is obvious that if overseas products enter China, there are still great barriers to popularization, whether it is cultural differences, language barriers, product pricing, brand promotion, etc.

4. Platform

Based on the above analysis, we can find that for cross-border e-commerce, the main problems with existing solutions for consumers are:

When choosing products, I don’t know which products to choose. Sometimes I may only choose products recommended by relatives and friends or recommended by bloggers I follow. I have to say that they are trustworthy people. Is there any new trustworthy recommendation channels?

After knowing which products you want, the choice of purchasing channels is also a difficult point. Whether to find a purchasing agent, which ones you should find, and whether you can buy the products you want in the purchasing agent you know;

Or just buy it yourself from some shopping websites, whether the shopping website has Chinese, how to pay, whether there are handling fees or other fees when paying, and you can receive it in a few days after payment, and whether it can shorten the mailing time;

If you are not satisfied with the goods or have any damage after receiving them, can you return them, whether there is product after-sales service, etc.

It can be simply summarized as: it is difficult to select products, there are foreign cultural barriers, high time and money costs, the risk of buying fakes, payment safety concerns, long mailing time, difficulty in guaranteeing after-sales service, etc. [Figure 13].

Fig.13

The demand of product suppliers is how to find reliable channels, promote their own products to China and start selling through lower costs and better user experience.

The difficulties encountered can be simply summarized as: there is no optimal channel, the increase in labor management costs, the difficulty of meeting domestic user needs caused by cultural differences, the lack of a systematic logistics system, and the difficulty of promoting niche brands, etc.

The demands of logistics delivery providers are how to achieve rapid delivery while reducing costs, legal and compliant, and the difficulties encountered can be simply summarized as: high costs, slow logistics and transportation, high taxes, etc.

How does Koala Ocean Shopping, as the platform, better meet their needs and attract them to this platform?

(1) Consumer

① Celebrity endorsement, live broadcast recommendation [solve the problem of product selection difficulties and foreign cultural barriers]

Through the previous simple analysis, we also know that consumers generally have difficulty making choices when selecting products.

The solutions provided by the platform mainly include celebrity endorsement and live broadcast recommendation. Celebrity endorsement can greatly increase the popularity and attention of the product.

At the same time, take advantage of consumers' love for celebrities to create a empathy effect of loving the house and wu, and increase the brand's preference.

Live broadcast recommendation refers to the way of online live short videos to show global life, increase the number of users through live broadcast sharing, and the video content includes anchors sharing food, drink and entertainment overseas.

Some of them are sharing and recommendations for good products discovered. On the one hand, they hope to share their actual overseas activities through short videos. The customs and customs of various places will be displayed here to improve the sense of scene and user trust.

On the other hand, we hope to achieve brand planting of well-known anchors or Internet celebrities such as Li Jiaqi, so as to better explain how good this product is to consumers and to friendly solve the current situation of information asymmetry.

② Self-operated + direct purchasing model [solves the purchase channel, reduces time and money costs, and realizes genuine product guarantee and after-sales guarantee]

After you have the product you want to buy through various channels, you should consider where to buy it, worrying about whether it is genuine or whether there is an after-sales guarantee after purchase.

Through the previous analysis, the current purchasing method is still not convenient enough, so the method adopted by Koala Haizhuang's platform is to create its own professional procurement team with a self-operated + direct procurement model.

Then go to the source of goods in different regions around the world to purchase, and set up branches or offices in the United States, Germany, Italy, Japan, South Korea, Australia, Hong Kong, and Taiwan.

We will go deep into the origin of the product and directly purchase high-quality products suitable for the Chinese market, eliminate counterfeit goods from the source, and save many intermediate links while ensuring the quality of the product.

It arrives directly from the place of origin, and avoids unnecessary supply chain profit sharing links such as dealers, and has the right to independently price.

Under the monitoring of customs and national inspection, stored in bonded area warehouses can reduce taxes and fees, reduce costs, and benefit users, thereby reducing commodity prices.

In addition, Koala launched the Ant blockchain traceability system to strictly control product quality.

At the same time, in the return process, if consumers are not satisfied after receiving the product, they can communicate directly with the platform’s customer service. After obtaining the approval, they can directly return the product, which is actually returning the product to the bonded warehouse.

Moreover, the time when the purchase is completed and the return is almost no different from that of domestic e-commerce platforms.

According to iMedia statistics, Koala Haigou has also established a high-standard authentic product guarantee system in the industry, launched twelve authentic product guarantee systems and ten consumer after-sales service guarantee commitments, providing users with product quality assurance.

Fig.14

In addition, iiMedia Research data shows that [Figure 15], 40.6% of overseas shopping users surveyed said they had ever purchased fake goods.

Among the major cross-border e-commerce platforms, Koala Haigou has the highest level of authenticity and ranks first with a trust of 8.41.

Fig.15

At the same time, iiMedia Research data shows [Figure 16] that Koala Haigou led the cross-border e-commerce industry with a user satisfaction of 8.29 in the third quarter of 2019.

Fig.16

③ Payment method

Due to the emergence of the platform, payment methods have become much more convenient. Nowadays, the popularity of online payment, namely Alipay or WeChat payment, has greatly facilitated user payment and solved the problem of difficulty in payment.

④ Mailing time

For consumers, due to the emergence of bonded warehouses and platforms, the goods are directly cleared and shipped from the nearest bonded warehouse after purchase and placement, which is almost the same as the domestic express delivery speed.

Moreover, Koala Haigou has quickly integrated into Alibaba's infrastructure: all the technical bases have been moved to Alibaba Cloud, and global logistics, warehousing and other businesses have been connected with Cainiao. This operation has given users a smoother shopping experience.

(2) Product supplier

① Strategic cooperation

Due to Koala Haizhuang's self-operated + direct procurement model, it has reached strategic cooperation with hundreds of high-quality suppliers and first-tier brands around the world.

We have selected high-quality and top global products in the place of origin of products, avoiding multi-layer links such as agents and distributors, and directly connecting with brands and factories, saving intermediate links and costs. We also adopt a large-scale large-scale procurement model to achieve lower purchase prices and even achieve "overseas wholesale prices".

② Nanny service

For overseas manufacturers, Koala Haigo can provide a complete set of nanny-style services from cross-border logistics and warehousing, cross-border payment, supply chain finance, online operations, brand promotion, etc., to solve the obstacles for overseas merchants to enter China and eliminate the language, cultural differences, transportation and other problems they face when they develop the Chinese market alone.

Koala Ocean Shopping has enabled overseas merchants to save costs and allowed Chinese consumers to enjoy low prices.

(3) Summary

Through the detailed analysis above, we should also have a deeper understanding of the reasons why Koala Ocean Shopping is so popular compared to other cross-border e-commerce platforms.

At the same time, it cannot be ignored that in addition to Koala Haigou's own advantages, the strong alliance between Koala Haigou and Alibaba has indeed caused a major change in the industry structure.

Cross-border e-commerce itself has huge costs in logistics, warehousing and offline operations. The combination of leading platforms has better integrated resources and enhanced consumers' confidence in overseas shopping.

At the same time, according to iiMedia Research data [Figure 17], nearly 60% of the users surveyed have a relatively optimistic attitude towards the Koala Hai acquisition incident, 60.9% of the users believe that the acquisition is conducive to integrating industry resources, and only 1.5% of the users said that the acquisition incident has a small impact on the cross-border e-commerce industry.

Fig.17

4. Commercial Value Analysis

Often, if a product only has user value but no commercial value, it is destined to go long.

Only by converting user value into commercial value through certain ways can a company gain the trust of investors and continue to grow and grow.

Business value is an indicator of a company's ability to generate cash flow in the long term.

So how does Koala Haizhuang realize commercial value through its core business?

Koala Haigou’s current core business is cross-border imported e-commerce. Here we use the most commonly used data indicator GMV in e-commerce for analysis.

GMV refers to the total transaction amount over a period of time = number of registered users * conversion rate * customer unit price, number of users (number of registered users), conversion rate (number of paid users/number of registered users), customer unit price (average payment amount for all paid users over a period of time) The increase in any indicator will have a positive impact on the growth of overall revenue.

So next we focus on analyzing the three key indicators of Koala Ocean Shopping.

Fig.18

1. Increase the number of platform users

For a successful product, the demands are either directly or indirectly "from users", and what the platform needs to do is "go to users".

Whether users are the source of demand or the parents of food and clothing for products can bring "opportunities for sustainable development".

Therefore, if you want to achieve sustainable growth in your income and increase the number of platform users is the most basic guarantee. So how does Koala Ocean Shopping improve? There are two main ways: paid channels and free channels.

First of all, it is the payment channel, that is, promotion through large-scale advertising investment.

① Advertising promotion

In 2019, I will promote brand promotion in the form of information flow advertising on iQiyi, and accurately place advertisements for target users.

In 2021, Koala Haigou launched a TVC advertising blockbuster: "Instant Play";

Koala Haigou and LV co-designer Cécile Vico have launched JUST IN TIME's limited-edition T-shirts, conveying the concept of global fashion zero-time difference.

In addition to these online advertisements, Koala Haigou also places a large number of advertisements offline (such as subway stations, outdoors, buildings, and TV patches, etc.) to gain user growth.

② Sponsored TV programs

During the New Year's Eve in 2017, Koala Haigou has continuously collaborated with Hunan Satellite TV, Jiangsu Satellite TV, Anhui Satellite TV, CCTV Internet TV and other media for New Year's Eve concerts.

In addition, through innovative communication forms such as password red envelopes, cross-screen interaction with the new middle class has been achieved, which has directly brought more than one million new users to place orders and consume.

In 2018, NetEase Koala sponsored the third season of the popular variety show "Flowers and Boys".

In 2018, Koala dominated the screen with many popular variety shows, including "Mom Is Superman", "Running Man", and "Longing Life" Season 2, and many other popular variety shows, and the download volume of APPs reached its peak during the broadcast period.

③ Celebrity endorsement

Koala Haigou once used the star effect that NetEase can link as a well-known Internet platform, and has good cooperative relationships with hundreds of stars active in the fields of Chinese film and television, music, sports and culture to help overseas brands jointly shape their brand image in the Chinese market.

This is one of the core advantages of NetEase Koala Haigou as a media-driven e-commerce, and is incomparable to any single brand or e-commerce platform.

④ Brand building

In 2020, Koala Haigou focused on the communication theme of "reliable, 11 hugs", and used a series of creative marketing actions to strengthen the "reliable" platform image to crack the pain points of users purchasing cross-border products.

It not only brings topics and voice to the platform, but also completes the path choice for brands to tease consumers' minds.

⑤ Promotional activities

On March 12, 2015, Koala Ocean Shopping launched its first promotion: the week-long "Diaper Carnival", and it also broke the record of overseas shopping diaper delivery, which took only about 24 hours.
On May 20, 2015, Koala Haigou launched the "Love Shopping Carnival", and overseas products expanded from maternal and child products to all categories such as beauty, personal care, food and health care, and home and daily necessities.
On June 18, 2015, Koala Haizhuang launched a mid-year promotion event, and Hangzhou Bonded Zone ranked first in the number of orders.
On November 11, 2015, Koala Haizhuang participated in the "Double 11" promotion for the first time, etc.

After gaining brand awareness through many paid channels, of course, we cannot end the promotion here. We also need to use some free channels to create excellent product reputation.

For cross-border e-commerce, the spread of word of mouth is also very important.

It is very important to attract new products, because the e-commerce industry itself is very large and complicated, involving almost all daily necessities or foods in our lives, so consumers will pay more attention to the issue of real and fake goods.

What's more, what Koala Haizhuang has always been proud of is self-operated and direct procurement, ensuring authentic products from the source, and resolutely eliminating counterfeit goods, so excellent reputation becomes extremely important at this time.

⑥ Internal traffic conversion

When Koala was once NetEase Koala, Koala took advantage of the support of its own products.

For example, NetEase Cloud Music, NetEase Games, NetEase News, NetEase Email Master, etc., use their huge traffic pool to drive internal traffic and convert user group traffic, which can easily gain the attention of a large number of high-quality users and increase popularity.

Now that it has been acquired by Alibaba, we can now rely on the product support of Alibaba Group. The huge user base of Alibaba has also provided an important user growth channel for Koala Haigou.

⑦ Invited to participate in high-rated TV programs

On June 2, 2015, NetEase CEO Ding Lei, Koala Haigou CEO Zhang Lei and his executive team were invited to visit South Korea, and CCTV reported the whole process.

In September 2015, the "Belt and Road" special program jointly planned by NetEase Kaola and CCTV was broadcast in columns such as "News Broadcast" and "News 30 Points". The process of NetEase Kaola purchasing goods from Thailand was reported throughout the process.

The production process and product characteristics of Thailand's latex pillows have also been completely restored.

At the same time as the program was broadcast, NetEase Kaola Haigou, NetEase Portal, and News Client also opened linkage special topics for large-scale exposure.

Sales of Thai latex pillows in various brands on NetEase Koala have surged, making latex pillows, an unpopular product, quickly become a new hot product for cross-border e-commerce.

⑧ Social word-of-mouth communication

"Living a better life with less money" is NetEase Kaola Haigou's brand philosophy.

I also briefly talked about it before, because of Koala Haizhuang's business model and its perfect after-sales service, among the cross-border consumer groups, Koala Haizhuang's authentic products have the highest level of trust, and users are also satisfied with the Koala Haizhuang platform.

All of these can promote the establishment of a good reputation for Koala Ocean Shopping and help Koala Ocean Shopping gain new users through users' social communication.

Koala Haigou attaches great importance to the investment in content ecology through media and technical means.

With the dissemination of various forms of content such as columns, videos, live broadcasts, etc., users are provided with a more open platform, allowing users to participate in the complete chain of product selection, procurement, logistics, and warehousing. Through open and visual means, users can enhance their sense of security in the purchase process and generate more high-quality free traffic.

2. Improve conversion rate

Although we learned from the above analysis that Koala Haigou has increased the number of users on the platform through various channels.

However, it is not enough for users to register just by registering. Only when users produce consumption behavior on the platform will they generate value to the platform, that is, from a new user to a paid user on the platform. The data indicator is conversion rate. So how does Koala Haigou increase the conversion rate?

(1) Guide new people to register

When users come to the Koala Haizhuang platform, whether they are visitors or newly registered, they need to leave the user on the platform first.

That is, after opening the platform, there is content that attracts users' attention. Generally, the behavior path for these two types of users is roughly: browse the platform content - understand and enter various functions - browse products - view details and other series of attempts to determine whether it is necessary to use this APP, or even register. What are the benefits of registration?

Based on past experience, those who can help you make decisions include: favors or benefits, product prices, discount activities, coupons, etc. that can attract and guide users to register.

The Koala Haizhuang platform takes into account these things. In order to improve the user's registration success rate, when newcomers open the APP page, they will directly see the benefits of newcomers, the full refund for newcomers, the exclusive area for newcomers, the low-price area for newcomers, and the countdown for newcomers' red envelopes [Figure 19].

Not only that, there are even obvious newcomer welfare pages on the advertising page that appears before opening the APP.

Through such "gifts" and "limited time", users will feel that they "make a cheaper" within a specific time limit when they come to the platform for the first time.

On a high probability, users will choose to continue to stay on the platform, or directly choose to register and receive a coupon, which will increase the motivation for users to register/login.

Fig.19

(2) Guide newcomers to place orders

As mentioned before, if you just register or log in, you cannot directly cause users to purchase. Only when you pay on the platform side is valuable, so how to guide newcomers to place orders is also very important.

However, before this, let’s first understand the process of a new user from opening the APP to successfully placing an order, and then analyze the guidance method of Koala Haizhuang in detail from the design of each link and each page.

The process of placing an order for new users is shown in the figure below [Figure 20]. The general user behavior path can be roughly divided into two types: target clear users and target unclear users, so the design of the page is of course also considered in combination.

The path of the user with a clear target is like the left branch in the figure. After entering the koala platform, since there is a product target to purchase, the product will be directly searched for in the search bar.

After searching, you will check the detailed information of the product to see if it meets your review standards.

Then some users will habitually compare the products, look at more similar products for comparison in various aspects, and then put them in the shopping cart and choose the most ideal products in their hearts for settlement.

The user's path is like the right branch in the figure, because there is no product target to purchase.

Therefore, after entering the Koala Ocean Shopping Platform, I would rather just go around casually and only buy if I encounter a suitable product.

Fig. 20

According to the user's ordering process, the content pages we correspond to are: product list page, product details page, shopping cart page, and product settlement page.

Let’s take a look at how Koala Ocean Shopping is designed.

① Product List Page

When users come to Koala Haizhuang, the first thing they see is the product list page.

For target deterministic users, the purchase path is relatively certain.

First, search for product keywords in the search bar. Even if you don’t remember the detailed name of the product you want to search at that time, many similar multi-frequency search terms will appear below as reference.

This fuzzy search method can help users find the target product faster [Figure 21].

Fig.21

If you have a clear search target, enter it directly and enter the target page. After entering, a series of products related to keywords will appear, and then display them according to a certain sorting method.

Similar to life, when you go to the vegetable market to buy vegetables, you will also see many dishes from many merchants. The quick way is to look at the guide sign or ask the shopping guide. After asking, you will arrive at the area where the dishes you want to buy.

What you need among many merchants and dishes is nothing more than whether the price is cheap, whether the dishes are fresh, whether the store is popular, etc. The same is true for the product display principle in Koala Ocean Shopping.

Sorting according to the comprehensive indicators, whether it is cheap, whether it is direct, whether it is genuine, whether it is popular, whether it is a newcomer, etc. can help users make decisions. According to the picture below, you can see [Figure 22].

The highlights in the product page picture include: target product pictures, prices, official direct purchase authentic products guarantee, number of payers, exclusive access to new users;

At the same time, branding, screening and other functions have been designed to help users make purchase decisions from the aspects of their herd psychology, price preferences, brand preferences, etc.

Fig. 22

In fact, in addition to this, you can also see many coupons, full discount coupons, countdown for red envelopes for new users, etc. It reminds new users to place orders now, and lists many products and discount measures for new users [Figure 23].

This will achieve a stimulating effect and increase the user's chance of placing an order.

Fig.23

For users with unclear goals, they just want to stroll around after entering the platform.

Koala Haizhuang also provides many recommended lists for newcomers, hot lists for the entire network, year-end clearance purchases, boutique supermarkets, must-buy today, Koala live broadcast and other recommended purchase lists or live shopping guides [Figure 24].

In addition, you can also filter and search. Koala Haizhuang will continuously push the products clicked by consumers through recommendation algorithms to further enhance consumers' consumption desire.

Fig.24

(2) Product Details Page

After selecting it, enter the page and you will see the product details page.

The details page is a page that can display product content in more detail and intuitively, and is a user experience. The quality of the design will directly have a direct impact on the user's purchasing behavior and help users make quick decisions and add them to the shopping cart.

① Introduction to product information (graphics and texts + text introduction)

When you open the details page, the first thing that catches your eye is definitely the picture introduction of the product [Figure 25].

Generally, the more detailed the introduction here, the more impressive it will leave a consumer.

The introduction pictures of Koala Haizhuang's products are not only detailed, but also have a hint of simplicity and neatness, and there will be no advertisements.

There will also be a short paragraph of product introduction text below the picture, which has a very friendly interface and is very good for consumers who don’t like to read large paragraphs of text introductions;

Not only are the pictures clear and neat, but there are also some streamlined product introduction texts, which enhances the user's favorability.

Fig.25

② Highlight product discount information (favorable)

Generally, after reading the product introduction, you will probably have a basic understanding of this product.

What you will focus on next is price or discount information.

Koala Haizhuang is writing discounts on the full discount coupons, discounted prices, black card discounts, immediate discounts, bonded and other discounts below the price, which clearly demonstrates its cost-effective atmosphere and will indirectly stimulate consumers to place orders as soon as possible [Figure 26].

When using the consumption guidelines that people have the minimum cost to obtain the greatest benefit, it makes consumers feel that buying now is very cost-effective, and if they don’t buy at this time, it will be a loss.

Fig.26

③ Product protection information (authentic product protection, worry-free purchase)

In addition, Koala Haizhuang also displays authentic product guarantee information, which echoes Koala Haizhuang's business philosophy.

At the same time, there are also koala shipping insurance that is worry-free to purchase, worry-free to damage, worry-free to allergies, quick refunds, and on-site pickup. [Figure 27], which allows consumers to purchase with worry-free to purchase.

Moreover, you can also see information about logistics and distribution, product sources and delivery conditions, etc., which are transparent to users, and unexpected situations are also written in warm reminders, so you can feel the intention of designing products.

Through these service commitments, after-sales guarantees build a sense of trust, security and security, and solves after-sales worry.

Fig. 27

④ Product popularity list (shopping list, positive review rate)

In addition to price and genuine product protection, the information consumers are also concerned about is the popularity information of the product, to see how many people buy it, and how these people who have purchased it evaluate it, how the praise rate is, etc.

Koala Haigou provides a list of products to understand the popularity of this cosmetics, and also provides positive reviews. The product evaluation module [Figure 28] successfully creates a strong atmosphere of consumer popularity.

Fig.28

⑤ Related recommendations

Some consumers usually have the habit of comparing the products when purchasing products, and they will finally decide to place an order after looking at other products.

Therefore, the Koala Haizhuang platform also provides relevant recommendations [Figure 29] to facilitate consumers to make comparison and choices.

Fig.29

⑥ Introduction to product details (notes, brand information, version description, etc.)

I just introduced the introduction pictures and text of the product, and then I will analyze the product details introduction page [Figure 30], which is the detailed version of the introduction.

Koala Haigou uses more picture information, reference comparison pictures, real usage scenarios, etc. to create a good sense of real product consumption experience, restore offline usage scenarios, try to eliminate users' inner doubts, and enhance product trust.

Fig.30

(3) Shopping cart page

Through the detailed information on the products, comparing the products, etc., we will usually put many products that we want to buy but cannot immediately decide to place an order in the shopping cart in advance. Since there is only one step left to pay, the page of the shopping cart must also be carefully designed.

Through the picture below [Figure 31], you can see the shopping cart page of Koala Hai Shopping.

Not only does it display coupon information and full-value reduction information, but some products also have information such as gifts, which once again highlights the cost-effective atmosphere.

In life, we often say something that is important three times, and it is also effective for cost-effective information about products. The more times it appears in the consumer's sight, the deeper the impression it will leave.

At the same time, we can also see the words [1 purchase restricted item], which creates the characteristics of scarcity of products, stimulates consumers' desire to purchase and induces users to settle as soon as possible.

Fig.31

3. Increase average order value

To increase GMV, in addition to the number of registered users and conversion rates, it is also necessary to increase the average customer price, that is, the average payment amount of paid users over a period of time. So how to increase the average customer price?

The average customer price is affected by two factors: the single consumption amount of a single user and the consumption frequency of a single user over a period of time.

Let’s discuss separately how Koala sea shopping is done?

(1) Increase the amount of single consumption of a single user

① Discounts

In the above introduction, it has actually been mentioned more or less that the Koala Haizhuang platform will issue some different coupons from time to time to different users, including official subsidies, full discount coupons, discounts, etc.

(2) Increase the consumption frequency of a single user over a period of time

① Membership card rights

In August 2020, Koala Haigou officially announced its strategic upgrade, focusing on "member e-commerce".

In other words, we focus on entering the e-commerce membership system. The formation of the membership system will help keep users on the platform for a long time, lock in and become loyal users.

This avoids the formation of some swing users, that is, where to buy promotions.

At the same time, after applying for a black card, consumers will of course enjoy corresponding discounts. After all, the validity period of annual cards is generally relatively long, one month, half a year, one year, etc., and the number of purchases will definitely increase in the user's purchases later.

Therefore, the membership mechanism helps increase the repurchase rate and unit price.

From the above analysis, we can find that Koala Haigou has also made efforts in all aspects to realize commercial value through its core cross-border e-commerce business.

Whether it is the number of registered users, conversion rate, or lobbyist unit price, the effect is still very significant, judging from the current results.

Overall, the future commercial value is still worth looking forward to.

5. Product Iteration Analysis

A good product has been gradually developed and grown through continuous functional iteration.

From 1-N, the details are constantly improved, but every iteration is not decided at will, and every change is carefully considered and carefully designed.

We all understand a simple truth, that is, it is easy to have children, but it is difficult to raise children, and the same is true for products.

It is not difficult to get a product from 0-1. As long as you spend more time in the early stage to sort out your business needs, it is relatively easy to make v1.0. The difficult thing is that v1.0 will continue to polish and optimize and iterate after it is launched.

In order to deeply analyze the version iteration rhythm of Koala Haigou and explore the product iteration logic, we compiled all the core versions of Koala Haigou from V1.0.0 to V4.63.1 as follows [Figure 32]:

Fig.32

According to the curve distribution of the cumulative download volume of Koala Haigou on Cool Pass [Figure 33], it can be seen that the curvature of user growth has continued to increase since V2.2.0 (that is, starting from November 17, 2015).

We should know that from birth to end, that is, the life cycle of a product, is generally divided into four stages:

Exploration period (start period)
Growth
Maturity
Recession period

For a product, if these four stages have occurred, it will often present a "S-shaped" curve. This time we are also analyzing the product's life cycle.

Judging from the following distribution diagram, it probably belongs to the "S-shaped" curve.

Although there was a sudden significant growth in the later period, it can be seen that the later period also experienced a short recession, but the growth was resumed due to timely stop loss.

From this, it can be inferred that Koala Ocean Shopping is currently in the mature stage of product, so Koala Ocean Shopping can be divided into three stages for analysis:

Figure 33

1. Product exploration phase (start-up period)

It can be seen from Figure 33 that before 2018, that is, version V1.0.0-V3.9.3, it was the cold start stage of Koala Haigou's mobile products.

The main goal of this stage is to verify user needs, polish user experience, improve product basic functions, and accumulate a certain user base.

In fact, the truth is the same as that of humans. Generally, children often grow slowly and are difficult to manage during the birth stage.

Only by constantly supplementing various nutrients, constantly caring for them, and patiently teaching some common sense of life can we successfully enter the growth stage of children and adolescents.

The same is true for products. When they first entered the market, users were not yet cultivated and were in the seed stage.

At this time, we often pay more attention to accepting market feedback and version iteration to meet the first wave of market verification and impact.

The same is true for Koala Haizhuang. The main iterative content at this stage is to launch the product to the mobile phone.

Then some basic e-commerce needs functions were developed: search, navigation, product details, personalized recommendations, online customer service, shopping cart, logistics tracking, payment, etc.

At the same time, some special flash sale for mobile phones, low-priced promotions, exclusive coupons and other functions are also set up.

Try to attract users to the mobile phone of Koala Haigou to place an order while meeting the normal shopping situation of consumers. Next, let’s analyze the core iteration functions of Koala Haigou products in detail.

(1) Cross-border e-commerce needs sexual functions to meet the normal shopping functions of users

Massive personalized recommendation functions (version 2.0.0)
Login and registration function, a large number of global good products can be browsed at will, and the logistics tracking function can be achieved to display the logistics track in real time (version 1.5.0)
Horizontal channel navigation function allows users to quickly find their favorite products from complicated information when browsing the page (version 2.1.0)
Online customer service function allows users to consult online anytime, anywhere (version 2.0.1)
Create a shopping cart to make it easier for users to buy (version 2.1.1)
Merge payment function (version 2.3.0)
Support self-service cancellation function, saving time, effort and worry-free (version 2.4.0)
After-sales guarantee function, can serve users throughout the entire process (version 2.2.0)

(2) Exclusive mobile phone activities, discount promotions, etc. will divert users to mobile phone mobile terminals

Exclusive price for mobile phones, exclusive flash sale/low price flash sale, promotional sale, exclusive coupons for mobile phones, and other functions (version 1.1.0)
Price-up purchases, global imported brands can be handled from 1 yuan (version 1.3.0)
Upgraded with 1 yuan group buying function, imported big brands from around the world, all of which can be handled from 1 yuan; newcomers can receive 1,000 yuan coupons for free (version 3.4.1)
Added membership card function, and you can enjoy discounts on all self-operated products, priority access for customer service, and quick refunds (version 3.6.0)

(3) Improve user experience

Video viewing function, arrival reminder function (version 1.3.0)
Collect products with one click and privately store your exclusive good products (version 1.5.0)
Minimalist visual experience, convenient shopping with one click, realizing all the process of ordering and shopping on one page, making it convenient for users to operate (version 2.0.0)
Big brand wall function, simplified product classification, large disguise of product details page, order barrage, good product recommendations cannot be stopped, plus order sharing function, etc. (version 2.1.0)
Supports multiple quick login, can set personal information in a personal way, and adds new image comment function (version 2.5.0)
Video live broadcast upgrade, ordering process is simplified again, etc. (version 3.3.0)

2. Growth stage

It can be seen from Figure 33 that from 2018 to October 15, 2019, that is, version V3.11.0-V4.17.0, it is the rapid growth stage of Koala Haizhuang. It can be seen that the user growth rate in this stage continues to rise.

After the first stage of the product acquires the initial user and is verified by the market, the product is recognized by the market and thus explodes;

Expanding the number of users and retaining old users has become the focus of product iteration.

(1) Basic function optimization

Optimize basic functions such as red envelopes, brands, product details pages or searches, and continuously enhance the user experience with continuous feedback, evaluations, etc. (version 3.12.0)
Added the "AR Claw Machine" function to enhance the user's fun (version 3.13.0)
Newly launched warranty and new insurance service, new extended warranty and insurance service, so that users can have no worries when purchasing (version 3.15.0)

(2) Member function update

The member mechanism has been updated again, with exclusive rights for black cards, new "priority enjoyment" for member rights, and exclusive manual services for black cards, etc., using member discounts to build a stable user platform, increasing the purchase frequency of member users, helping to enhance user stickiness;

(3) Increase in promotional activities and build operation tools

Share and earn money function, post comments to qualify for lottery, invite new users to koala, and you can get up to 20 yuan in red envelopes and other sharing and promotional activities to acquire new users, which will help further increase popularity through the Moments Chain, reduce operating costs, and achieve user growth;
In addition, Koala Haigou has also launched a series of Black Friday, Double Twelve, a carnival and other promotional activities to grab good goods;

從數據上看，在這個階段，考拉海購的用戶數呈現爆發式增長，而且沒有放緩的跡象，說明這個階段考拉海購在產品層面和運營層面上的一系列動作取得了不錯的的效果。

3. 成熟階段

從圖33中可以看出，從2019年10月15日到目前為止，也就是版本V4.17.0-V4.50.0，在短時間的極速增長以后又慢慢變緩，甚至出現了短時間的下滑，增長速度并不穩定，為考拉海購的成熟階段。

活躍用戶數量逐漸達到了穩定，其實此時平臺已經積累了大量的用戶，繼續拓展業務，穩中求進，尋找新的突破點成為產品迭代的重點。

（1）繼續優化現有功能，拓展新業務，進一步提升APP的用戶體驗及轉化率，防止用戶流失

新增互動城功能，瓜分百萬紅包，還可抽iPad大獎（版本4.19.0）
分期免息，先用后買零首付，分期付款還免息（版本4.22.0）
Like全新上線，寶藏玩家真實體驗，帶你邊看視頻邊Like好物，Like社區，視頻云逛街，有趣有料夠真實等運營方式，為用戶分享的內容社區，側重于種草經濟，不僅如此，還為年輕消費者提供了性價比、全球好物零距離接觸的體驗，滿足年輕一代追求個性、潮流、多元化的生活方式。

（2）加大促銷力度，制造并參與多類活動

考拉黑五海購節，超級紅包雨，環球年貨節等促銷活動，進一步增強用戶粘度。
考拉海購還將”養考拉“功能放到了主界面底部，新增了簽到、考拉小鎮、考拉豆兌換等一系列玩法。

這就是到現在為止，考拉海購的全部迭代過程，整體來看，節奏非常好。

在前期重點打磨產品，驗證用戶新需求，完善產品基本功能，并不急于推廣。

因為這時即使通過大規模推廣拉來很多新用戶，這些用戶也會逐漸流失，因為用戶體驗還不穩定。

當用戶體驗趨于穩定之后，考拉海購在產品形態上開始嘗試新的應用場景，以此來滿足不同層次用戶的不同需求。

這時考拉海購再進行大規模的運營推廣，贊助熱門綜藝獲得曝光量。

與此同時，還在不斷完善升級產品功能，給用戶帶來更好的體驗，才能吸引并留住更多用戶，穩中求進，尋找新突破點。

這就是考拉海購的整體迭代步驟。

6. Product structure analysis

在迭代分析中我們分析了考拉海購的產品功能的迭代步驟，接下來我們看一下這些功能分別滿足了用戶的什么需求，以及在整個app中是怎么分布的。

這主要通過產品結構進行分析，下圖為考拉海購V4.63.1的產品結構腦圖[圖34]。

Figure 34

為了便于分析，對考拉海購的產品結構按照用戶、場景、需求和功能【結構化思維的體現】進行重新梳理會得到下面的表格[圖35]：

Figure 35

1. Overall analysis

因為考拉海購的主要目標用戶是消費者，所以重點滿足消費者的潛在需求。

消費者在使用考拉海購時，會存在三種場景：

下單前通過APP了解自己關心的商品詳情等
下單的時候通過APP可以正常付款等等
下單后在通過APP對商品進行跟蹤，并發表評論等

場景一：下單前消費者有什么需求以及考拉海購是通過什么功能滿足這個需求的呢？

消費者在進行海淘以前，可能只是聽說過考拉海購這個名字，但是對于這個平臺并不了解。

在打開考拉海購以后，通過首頁的商品分類，活動中心等等頻道可以詳細的了解到都有哪些海淘商品，都有什么促銷優惠活動等等信息。

接下來我們來詳細的分析一下消費者在下單以前有什么需求以及考拉海購是通過什么功能滿足這個需求的。

我們在之前的篇章中也有提到過來到平臺的消費者有兩種，一種是目標明確的用戶，一種是目標不明確的用戶。

（1）目標明確用戶

對平臺有了初步的了解以后，就開始考慮購買想要的商品，需求相對來說也是非常簡單，就是能夠快速找到自己想買的東西，這個時候對平臺的搜索功能要求就會變高。

考拉海購的“模糊搜索”，“搜索發現”，“最近搜索”，“換一換”，“常用分類”等等功能就完全可以滿足消費者的這個需求。

無論是忘記了搜索的商品品牌，還是說想要看看類似的商品都有哪些，或者是想知道最近的搜索歷史記錄，不會因為中途搜索中斷而消除搜索歷史。

當然了，搜索到了目標商品以后，一般消費者還會關注價格，是否是正品，以及商家人氣，商品銷量和買家展示等等。

考拉海購就提供了相應的官方自營，正品保障說明模塊，以及顯示付款人數，商品評論和好評率等功能，以便幫助用戶能夠更快的更準確的選擇自己心中理想的商品，甚至可以達到加購的效果。

（2）目標不明確用戶

而對于目標不明確的用戶來說，需求相對來說稍微有些復雜。

因為不明確，平臺既要考慮用戶的商品喜好進行推薦，還要考慮什么設計風格用戶在使用的時候更方便快捷，以便用戶愿意留在平臺等等。

根據購物經驗可以簡單的總結用戶在下單前的需求如下：

平臺中都有哪些商品
不知道自己買些什么，想隨便逛逛，碰到好的商品就買
是否有性價比較高的商品，或者優惠的商品等等

考拉海購通過商品分類的模塊展示了平臺上擁有的商品種類，而且提供了很多推薦方式。

在平臺的活動中心中，可以看到有很多不同時段不同的推薦，有的是根據季節的不同而變化，有的是通過熱銷品等等。

還有一些限時特賣，多買多省等字眼吸引用戶點進去看看，確認一下“到底能占到什么便宜”。

除此之外，考拉海購上還提供了當前比較火的直播方式，買TA等功能向用戶種草好商品。

通過真人進行商品的推薦，提高了用戶體驗真實感。使用戶可以更依賴平臺帶來的福利。

場景二：下單時消費者的需求有哪些以及平臺是如何滿足的呢？

在通過下單前的選品等操作以后，就到了下單的步驟。

那么下單時消費者有什么需求以及平臺是如何滿足的呢。

下單時用戶的需求其實相對比較確定，就是能夠用自己擁有的可支付方式安全的付款，物流時間大概是多久，再就是自己比較關注的其他問題咨詢客服等等，如果能夠省錢的話便更是驚喜了。

考拉海購提供了配送的詳細信息模塊，在購買之前用戶就可以了解商品大概什么時間可以到，而且也提供了考拉客服，再有其他不懂的問題的時候隨時咨詢。

同時考拉海購的支付方式也是可以選擇的，基本市面上有的線上支付方式都存在。

除此之外購物車中考拉海購還提供了很多優惠選擇，比如湊單包郵，滿減活動，優惠劵等等，會刺激用戶有再購一件的沖動。

場景三：下單完之后消費者的需求有哪些以及平臺是如何滿足的呢？

在選擇完商品并成功的下單以后，消費者的需求便是關心商品何時可以到達，以及商品到達以后的真實使用狀態如何了，是不是和在平臺上看到的商品介紹差不多等等。

隨著技術的不斷發展，現在基本上用戶的購買全流程都是透明的了，也就是說消費者也可以隨時跟蹤商品在下單以后的狀態了。

考拉海購同樣也有提供訂單詳情，可以隨時查看物流信息和購買進程等等。

如果有的用戶需要發票，現在也可以提交“打印發票”的申請。

收到商品以后，用戶也可以根據商品的狀態隨時聯系客服，如果不喜歡想要退貨的話也可以申請退貨。

同樣的，如果有什么可以想和其他顧客分享的感言也可以寫在評論區。

從以上分析我們可以發現，考拉海購的功能設計可以很好的滿足用戶下單前，下單時和下單后三個場景下的需求。

同時對于不同用戶所需要的高頻功能在產品結構上重點突出、分布合理，也考慮到了很多的細節需求。

用戶體驗也非常的人性化，還帶有很多趣味效果，整體來看設計的很優秀很完善也很成熟。

7. Operational Path Analysis

俗話說得好，產品運營不分家，所謂“產品負責生孩子，運營負責養孩子”，這句話也從側面反映出產品和運營的緊密關系。

那考拉海購是如何運營這款產品從而在短時間內快速成長的呢？

我們對考拉海購成立至今，按照AARRR模型，將主要的運營活動梳理如下。

因為無非法獲取到運營活動的詳細數據，所以本次分析的重點是運營路徑。

其實相關的內容我們在商業價值的分析那一部分也有詳細的寫過，所以在這里如果有涉及到同樣的內容，我們也選擇簡單地一帶而過，不再詳細贅述。

1. 拉新（A）

拉新，也就是我們之前所說的，提升用戶數，考拉海購主要通過以下幾種方式實現的。

（1）內部引流

利用網易的強大用戶資源，將其網易旗下相關產品的流量，通過較低的成本引入網易考拉。
2017年12月5日：夢幻西游玩家在參加科舉鄉試時，有一定概率觸發附加獎勵題。答對附加獎勵題可獲得考拉海購提供的15元優惠券一張。
2018年10月30日：98元就可以獲得一整年網易嚴選超級會員+網易云音樂黑膠VIP+網易郵箱會員+考拉海購黑卡會員。
2018年12月5日：通過考拉海購購買夢幻西游App Store充值卡，即可享受10%優惠。
2019年8月21日：0.99元就可購買3個月網易云音樂黑膠VIP+10元考拉海購無門檻優惠券。
被阿里收購以后，阿里集團的強大用戶群也為網易考拉的用戶增長奠定了基礎。

（2）冠名熱門綜藝，高收視節目以增加曝光

2015年7月，考拉海購攜手熱門綜藝《非常完美》，征集女神全球美妝。
2017年6月，考拉海購贊助《花兒與少年》第三季并成為《歡樂頌2》特約合作伙伴。
2017年9月，考拉海購贊助《那年花開正月圓》，結合劇情任務設計，制作投放廣告。
2017年10月，考拉海購贊助湖南衛視中秋晚會。
2018年3月，考拉海購冠名芒果TV自制綜藝《媽媽是超人》第三季。
2018年4月，考拉海購冠名浙江衛視王牌綜藝《奔跑吧》第二季。
2018年4月，贊助湖南衛視慢綜藝《向往的生活》第二季。
2018年10月，考拉海購贊助熱門綜藝《明星大偵探4》。
2019年1月，考拉海購贊助熱門綜藝節目《青春有你》。

（3）跨界合作

2017-08-14 考拉聯合海南航空旗下喜樂航開設萬米高空洋貨店。
2017-08-15 考拉海購聯合58到家、ofo、攜程共同發布《2017生活進化白皮書》。
2017-11-29 考拉海購與中信銀行信用卡中心、中國移動、羅森等9家企業共同成立“美好生活聯盟”。
2018-11-22 考拉海購聯合網易游戲旗下《決戰！平安京》、《終結者2》等四大游戲，推廣考拉“黒五”優惠活動。
2018-12-27 考拉海購與騰訊體育達成戰略合作，攜手推出聯合會員計劃。
2019-03-26 考拉海購與騰訊視頻攜手推出聯合會員計劃。
2019-05-09 考拉海購與東方衛視達成合作，成為該臺“夢想劇場-歡樂頌2”大劇特約合作伙伴。
2019-05-14 考拉海購工廠店聯合頤和園推出頤和園“游龍御舟”冰粽禮盒。
2019-06-24 考拉海購攜手必勝客上線必勝客宅享卡聯合會員。
2019-07-12 考拉海購聯手手游《陰陽師》，首發定制美妝系列。
2019-08-28 考拉海購全球工廠店聯合頤和園獨家推出“月滿頤和”中秋月餅禮盒。
2019-11-13 考拉海購宣布與支付寶聯合推出“考拉黑卡輕會員”。
2021-01-06 考拉海購聯合醉鵝娘推出黑卡會員“每月訂酒”服務。
2021-08-17 考拉海購聯合中檢集團推出“一物一鑒”新服務。
2021-08-24 考拉海購聯合啟明小動物保護中心發起的“撒狗糧”公益活動。

（4）各種各樣的促銷活動

2015年，雙11全球狂歡節、雙12年終盛典。
2016年，1周年慶典、618購物節、洋貨節、雙11、圣誕跨年季。
2017年，全球年貨節、幸福情人節、3.8女神節、2周年慶、520為愛淘世界、618海淘盛典、816養活大賞、雙11超級洋貨節、黑五洋貨節、雙12年終盛典。
2018年，3.8女神盛典、3周年慶、618購物節、粉絲狂歡節、919全球歡聚盛典、雙11全球狂歡節、黑五洋貨節、雙12超級洋貨節。
2019年，4周年慶、520全民表白節、618購物節、雙11全球購、雙12超級洋貨節。

（5）品牌合作

2015年3月27日，考拉海購與韓國L&P(株)化妝品公司達成合作，獲得韓國可萊絲面膜官方授權。
2015年4月27日，考拉海購獲得松下電器官方授權。
2015年6月5日，考拉海購與LG、AHC、DRMJ、VIVITO等20余個韓國一線品牌達成官方授權合作。
2015年7月17日，考拉海購與韓國最大連鎖商超E-mart簽署合作協議、與韓國高麗雅達達成合作關系。
2015年8月6日，考拉海購與日本大型綜合商社三井物產達成戰略合作。
2015年9月23日，考拉海購與卡夫亨氏、雀巢惠氏、歐洲連鎖商超巨頭Delhaize達成戰略合作。
2016年3月29日，考拉海購與亞馬遜全球物流中國正式簽署合作協議。
2016年5月5日，考拉海購與澳大利亞知名奶粉品牌澳貝康簽署戰略合作協議。
2017年10月30日，考拉海購與美國品牌Garden of Life簽訂了戰略合作協議。
2018年4月11日，法國百年科研奶粉品牌Guigoz吉古氏正式在考拉海購上市。
2018年10月12日，考拉海購攜手全球益生菌領導品牌康萃樂于杭州簽署戰略合作協議。
2018年12月27日，考拉海購與騰訊體育攜手推出聯合會員技術。
2019年5月23日，考拉海購與強生中國簽訂戰略合作協議，強強聯合。
2019年5月28日，考拉海購與英國國寶級輔食品牌Little Freddie（小皮）戰略簽約。
2019年9月18日，考拉海購攜手雅培奶粉，開啟“雅培HMO”美國解密之旅。
2019年11月6日，考拉海購與SGS開啟全球戰略合作，全面提升跨境電商保障體系。
2019年12月11日，考拉海購與全球戰略合作品牌ISDIN中國達成合作。
2019年12月27日，考拉海購與餐飲品牌“必勝客中國”合作，開啟聯名主題店。

(6) Celebrity endorsements

2020年考拉海購官宣寧靜成為考拉海購11.11代言人。
2021年考拉海購官宣張鈞甯為偏愛代言人。

2. Stimulate activity (A)

當用戶下載并注冊了app之后，需要激活用戶來打開app，從而提升app的日活和月活，考拉海購為了提升用戶活躍的方法主要是通過push消息的形式：

針對新用戶推出了很多優惠活動，比如新人全額返，新人搶尖貨，新人專享價等等刺激新用戶點擊并且消費。
考拉領豆，豆兌好劵，考拉豆抵現金等娛樂類活動也在一定程度上提高了用戶的活躍度。
考拉直播，買TA，Like社區等等，以當前比較火熱的短視頻或者直播的形式提高活躍度，既可以實時交互，還可以有現場感。
全網熱榜，新年運動福利，新年心愿禮，硬核補貼，考拉酷街等等促銷，每天優惠的方式提升用戶活躍度。
通過各種節日促銷特賣，如：515好物節、雙十一、黑五、雙十二、每月21日考拉節等，提高用戶活躍度。

3. Improve retention (R)

促進用戶活躍之后，還需要提升用戶的留存率，才能持續不斷的為平臺創在價值。

為了提升用戶的留存率，考拉海購主要做了以下幾件事：

養考拉，考拉領豆每日簽到，每日賺豆抵現金的方式提高留存率。
黑卡會員系統，針對會員定期返券等會員專屬活動，除此之外，還有黑卡低價和稅費、郵費的優惠券來提高用戶的留存。

4. Share and spread (R)

為了引導用戶自發傳播，考拉海購主要做了如下幾件事：

分享賺，部分商品分享可得紅包活動。
邀請新用戶來考拉，最多可得20元無門檻紅包活動。
邀請通訊錄好友下單，就能獲得獎勵活動。
商品支付成功，分享即可與小伙伴共享大紅包。
微信、qq、新浪微博、釘釘、海報、二維碼等多平臺分享方式滿足用戶不同的分享需求。

5. 提升收入（R）

We have introduced in detail the methods to increase revenue in the business value analysis section, so we will not repeat them here.

綜上所述，我們分別對考拉海購這款產品的行業，競品，用戶價值，商業價值，產品迭代，產品結構以及運營路徑等進行了簡要概括性的分析，也深入的了解了考拉海購是如何發展到現在的規模的。

其實經過分析發現考拉海購無論是在哪一方面，都做的很成熟，也一直站在用戶的角度思考并仔細打磨產品。

可以看出沒有一款產品能隨隨便便的成功，一定是“天時地利人和”等內外部原因的綜合作用。

8. Future Prospects/Optimization Suggestions

考拉海購，從2015年開始到現在的高速發展，令考拉海購躋身跨境電商行業第一梯隊，并成長為中國最大的自營跨境電商平臺，被行業公認為電商行業最大的“黑馬”。

而通過以上分析，我們清楚了考拉海購迅速崛起的原因，那這個跨境電商的“黑馬”，未來將往何處走呢？

接下來我們將利用SWOT模型進行系統分析，希望從中可以得出有效的結論。

通過以上的分析我們可以看出，考拉海購要想持續發展不斷獲得新的融資：

1. 必須更嚴格的解決對產品源頭把控和供應鏈

提高和完善質檢系統，令其更加嚴謹，層層把關，不要做那種口號喊得響，卻缺乏行動力的欺騙消費者的行為。

畢竟像類似真假加拿大鵝事件，出的次數多了，消費者也就信了，而且一傳百，百傳千，到最后傳成什么樣子我們就不得而知了。

可喜的是我們已經看到考拉海購在做這方面的嘗試。

比如考拉海購聯手中國檢驗認證集團北京有限公司創建1物1鑒的強勢檢驗體系，并在平臺內部，設立多道檢驗防火墻。

但是隨著購買人數的增加，進口商品種類的不斷擴大，質檢方便仍舊存在威脅，假冒偽劣等跨境電商貨品問題，一直是消費者最大的購買痛點。

如何做到在降低成本的同時，還能保證從其他國家進口的一切商品的正品是擺在面前的一道難題；

2. 降低退貨門檻，解決退貨難的問題

考拉海購應該通過制定貼合消費者需求的退換貨條款，降低退換要求，對消費者退貨流程進行縮減，使消費者能達到無憂退貨；

除此之外，考拉海購還可以出臺明確的規章制度，對退款時間，退貨處理速度等方面提出具體要求，給消費者一個合理的解釋。

也同時讓消費者感受到自己的問題被受到重視，使得平臺退換貨流程更加人性化。

3. 嚴格遵守國家的法規

最后，政策的限制是中國企業頭上的一把達摩克利斯之劍,考拉海購要想獲得更持久的發展一定要嚴格遵守國家的法規。

作者：悅產品

來源：悅產品

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