Kaola.com Product Analysis

Kaola.com was founded in 2015 and was originally a cross-border e-commerce platform under NetEase, formerly known as "NetEase Kaola". On September 6, 2019, NetEase and Alibaba announced a strategic partnership. Alibaba Group acquired NetEase’s cross-border e-commerce platform “NetEase Kaola” for US$2 billion and renamed it “Kaola Global Shopping”.

According to the "China Cross-border E-commerce Market Research Report in the First Half of 2019" released by iMedia Consulting, NetEase Kaola ranks first in the domestic cross-border import market with a market share of 27.7%, while Tmall Global accounts for 25.1%. According to proportional estimates, after the merger of Alibaba and NetEase Kaola, Alibaba's market share in international import and export business will exceed 50%, far ahead of other competitors, leaping to a monopoly position, and its scale advantage is expected to continue to stand out. With only a few years of operation, why has Kaola.com become a leader in the cross-border e-commerce industry?

Next, this article will analyze the development path of Kaola.com to gain a deeper understanding of the operating logic of this company and the entire cross-border e-commerce industry.

This article will analyze from the following aspects:

1. Industry Analysis
2. Competitive product analysis
3. User Value Analysis
4. Business value analysis
5. Product Iteration Analysis
6. Product structure analysis
7. Operational Analysis
8. Summarize

1. Industry Analysis

Definition of cross-border e-commerce:

Simply put, cross-border import e-commerce is an activity in which domestic buyers complete transactions by making payments and settling accounts through e-commerce platforms and delivering goods through cross-border logistics.

With the development of globalization and the improvement of residents' income level, people's consumption structure and consumption habits have also changed. People are gradually pursuing high quality and the freshness brought by emerging things. Cross-border e-commerce has become the theme of the new era, so the target users of cross-border e-commerce are the younger generation of the middle class with purchasing power.

The development of the entire cross-border import e-commerce industry has the following stages:

• 2005-2006 was the initial stage of overseas shopping; China's purchasing agent industry started. In the early stage, it was based on acquaintances and entrusted people who went abroad to buy foreign goods and bring them back, and gave the other party a certain fee. Later, professional purchasing agents emerged, and it has evolved into purchasing agent transactions based on channels such as the WeChat ecosystem.
• 2007-2013 was the development period of overseas shopping; overseas shopping platforms appeared one after another. Consumers began to purchase goods from overseas websites such as Amazon, and forwarding services began to develop. Since 2012, the country has approved a number of import pilot cities.
• From 2014 to 2017, cross-border e-commerce experienced explosive growth; since 2014, overseas shopping platforms have exploded in number. Relevant policies have been introduced one after another, and regulatory measures have been continuously improved to promote the standardized development of the industry. The product categories have expanded from maternal and child beauty products to snacks and other categories. It has successively covered Europe, America, Southeast Asia, Africa and other regions.
• After 2018, it entered a period of steady growth and maturity, with favorable policies continuously introduced. The list of imported goods has been further expanded. The scope of the cross-border e-commerce import pilot program has been further expanded. As the differences in platform development speeds widen and the market further consolidates, the competitive position of leading platforms will be further enhanced, small and medium-sized vertical platforms will be eliminated, and the cross-border business of some comprehensive platforms will be marginalized. In the later stage of the epidemic, import e-commerce transaction volume recovered rapidly.

At present, domestic cross-border import e-commerce platforms are developing rapidly. According to the latest cross-border import retail e-commerce industry analysis data, the market size in 2021Q2 was 129.04 billion yuan, an increase of 8.06% compared with 118.63 billion yuan in 2020Q2.

Why is the cross-border import e-commerce market rising so rapidly? Since cross-border import e-commerce is an industry that is greatly affected by macro factors, we use the PEST analysis model to explore the reasons behind its rapid development.

1. Policy level

• In May 2015, the General Administration of Customs issued the "Notice of the General Administration of Customs on Adjusting Customs Operating Hours and Customs Clearance Time Limits for Cross-border E-commerce Supervision", which implemented the operating hours and customs clearance time limit requirements for cross-border e-commerce supervision of "no holidays throughout the year (365 days), and customs formalities are completed within 24 hours after the goods arrive at the customs supervision site", greatly improving the convenience of customs clearance and further promoting the rapid development of e-commerce enterprises.
• In November 2017, the Ministry of Finance issued the "Notice of the Tariff Committee of the State Council on Adjusting the Import Tariffs of Some Consumer Goods", which reduced the import tariffs of some consumer goods in the form of temporary tax rates. The scope covers various consumer goods such as food, health products, medicines, clothing, shoes and hats, daily necessities, etc. The average tax rate was reduced from 17.3% to 7.7%. The decline in import trade tariffs has prompted cross-border e-commerce to better leverage its price advantage and further stimulate consumers' desire to consume.
• The promulgation and implementation of the "Electronic Commerce Law of the People's Republic of China" and other relevant laws in 2019 further regulated the market and increased the country's attention to the cross-border e-commerce model.
• In January 2020, the Ministry of Commerce and six other departments jointly issued the "Notice on Expanding the Pilot Program of Cross-border E-commerce Retail Imports", expanding the scope of the cross-border e-commerce retail pilot program from 37 cities to 87 cities (regions), further expanding the market scale, giving full play to market vitality, and promoting the rapid development of cross-border e-commerce across the country. Announcement No. 45 issued by the General Administration of Customs in March of the same year further solved the problem of "difficulty in returning goods".
• The newly released notice in March 2021 further expanded the scope of the pilot program. Since the pilot program began in 2018, the gradual expansion of the pilot scope has reflected the country's support for the development of cross-border e-commerce.

It can be seen that in recent years, the national policy has been generally favorable, and efforts have been stepped up to promote the development of the cross-border e-commerce industry.

2. Economic level

The majority of people who shop overseas are from the middle class. Since 2016, the scale of China's cross-border e-commerce users has remained high, and the proportion of China's middle class population in the total population has steadily increased. This shows that the rise of China's middle class and its promotion of consumption upgrades have promoted the development of the cross-border e-commerce industry.

According to data from the National Bureau of Statistics, the per capita disposable income of urban residents in China was 43,834 yuan in 2020, a year-on-year increase of 3.5%. At the same time, national consumption capacity is gradually increasing. According to iMedia Consulting data, more than 40% of users said that their purchasing power has increased in 2021, and 65.3% of users believed that their frequency of using cross-border e-commerce platforms has increased. Despite the impact of the COVID-19 epidemic, the growth of national income combined with the increase in consumption willingness have further promoted the development and growth of import cross-border e-commerce.

3. Social level

According to the latest data from the National Bureau of Statistics, in 2019, my country's nine-year compulsory education consolidation rate was 94.8%, the gross enrollment rate in high school reached 89.5%, and the gross enrollment rate in higher education reached 51.6%, far exceeding the level ten years ago. The improvement in education level has brought about a change in consumption concepts. Compared with their parents' generation, the new generation of young people are more willing to spend money to improve their quality of life. Therefore, foreign products with better quality, such as Apple mobile phones, are more likely to be favored by young people.

The improvement of cultural level will also lead to an increasing demand for people's spiritual needs. After dozens or even hundreds of years of development and operation, major foreign brands have accumulated a certain reputation and enjoy a high degree of popularity in the world. When people use their products, they can also feel a certain degree of psychological satisfaction. As income and living standards rise, consumers are increasingly pursuing a high quality of life, and their pursuit of brands is also on the rise.

In recent years, domestic products such as Sanlu milk powder have had safety issues, and the common copycat, counterfeit and shoddy products in life have caused consumers to have a crisis of trust in domestic brands. It is generally believed that the quality control and inspection of foreign brands are more stringent than those at home. >Therefore, when choosing some important products such as maternal and child products and health care products, domestic consumers are more willing to choose overseas products with better brand safety.

In addition, a few luxury overseas products are also seen as a symbol of status. For some higher-end categories, consumers are more willing to choose overseas brands (such as big-name beauty products, high-end clothing and bags, etc.) to highlight their unique identity. Currently, most of the domestic high-end beauty market is occupied by international brands, and few domestic products stand out. With the rise of consumption potential among young groups, consumer values ​​and trends such as being keen on new trends, trying new consumption experiences, pursuing circle-based aesthetics, "Amway", "planting grass", and quality consumption have gradually become popular. The pursuit of famous brand values ​​has further increased people's demand for overseas products, promoting the development of the cross-border e-commerce industry.

Since 2013, the number of Chinese cross-border tourists, students studying abroad and returning home has continued to grow. This group of people has been exposed to high-quality goods from overseas and has gradually developed consumption habits for overseas products and brands. As this group of people return to China, they spread their overseas consumption habits to people around them, stimulating the growth of domestic cross-border consumption demand.

The 2020 coronavirus pandemic has hindered overseas consumption, and the unstable development of the epidemic abroad has further promoted international brands to layout the Chinese market and online channels. It is expected that more international brands will enter the Chinese online market in the future. In addition, as outbound tourism is unlikely to recover in the short term, consumer demand has largely shifted online, and the consumer channel advantages of cross-border e-commerce platforms have become increasingly prominent.

4. Technical aspects

In recent years, the rapid development of 5G, the popularization of smart devices and mobile payments has led to a surge in mobile Internet users and the continuous expansion of social networks and mobile e-commerce. The "Statistical Report on the Development of China's Internet" shows that as of June 2021, the number of Internet users in my country reached 1.011 billion, and the Internet penetration rate reached 71.6%. Online retail has become a new consumption engine. The number of online shopping users in my country has reached 812 million, accounting for 80.3% of the total Internet users. These data show that the consumer market is gradually moving away from cash, and the product purchasing process is moving online. The development of technology has provided users with the convenience of quickly obtaining products, while also reducing the cost of cross-border shopping.

With the popularization of electronic waybills, the maturity of domestic equipment technology and the reduction of costs, commodity storage and retrieval systems, conveying and handling systems, picking systems and sorting systems have all been automated, and the process of warehousing and logistics informatization has been greatly accelerated. As an indispensable part of the cross-border e-commerce industry, the advancement of warehousing and logistics technology has effectively guaranteed the transportation of goods, and mature logistics services ensure that users can quickly obtain intact goods.

The development of big data, cloud and computing technologies has helped cross-border e-commerce platforms to accurately and efficiently match massive amounts of information and users, and use data analysis results to further make relevant predictions. Generate data reports in the background to provide a certain basis and data support for e-commerce sales, procurement, and operations, promote the operation and collaboration of different modules and processes within the enterprise, and bring users a more convenient, economical and enjoyable shopping experience. It can also achieve refined operations in logistics, warehousing, etc., improve the operation speed of the supply chain, and effectively promote the development of the entire cross-border e-commerce industry.

The traceability, immutability, timestamp technology, point-to-point transmission technology, and smart contract technology of blockchain will help solve cross-border logistics monitoring problems, cross-border payment problems, and cross-border e-commerce product quality traceability problems. Through blockchain technology, consumers can clearly see the entire process of the goods they purchase, from production to sales, and then to transportation, thereby avoiding purchasing problematic goods.

The development of technologies such as video streaming, 5G communications, and live streaming provides more opportunities for the rapid development of cross-border import retail e-commerce. As the growth rate of users of show-type live broadcasts slows down, the rise of new forms of live broadcast content such as e-commerce has injected new vitality into the industry. At the same time, major platforms are actively promoting the development of "live streaming +", which has also prompted the emergence of more content forms and attracted a wider user group. On the other hand, the development of short videos is also thriving, with the user base reaching 880 million, surpassing the 812 million online shopping users for the first time. Short videos, live streaming and e-commerce complement each other. Currently, e-commerce live streaming users account for more than 60% of live streaming users. Live streaming and short videos have opened up new channels for product distribution and injected new vitality into cross-border e-commerce.

All of the above aspects are affecting the development of cross-border e-commerce. So what is the development trend of cross-border e-commerce in the industry in the next few years?

According to iMedia Consulting data, the transaction volume of China's import cross-border e-commerce market reached 2.64 trillion yuan in 2019, up 17.3% year-on-year. In 2020, the transaction volume of the import cross-border e-commerce market reached 3.07 trillion yuan, and is expected to reach 3.55 trillion yuan in 2021. Analysts from iMedia Consulting believe that China's import cross-border e-commerce is approaching a mature stage with a stable growth rate. Although the epidemic has suppressed the scale of import cross-border e-commerce transactions in 2020, with the recovery of China's economy and the upgrading of domestic consumption, the growth rate of transaction scale will increase again. It is expected that the industry's average annual compound growth rate will be around 25% in the next five years.

According to iMedia Consulting data, the number of Chinese overseas shopping users was 154 million in 2019 and 158 million in 2020. iiMedia Research analysts believe that China's cross-border e-commerce imports still have a large room for growth, and residents' consumer demand for imported products needs to be further explored. With the recovery of China's economy, the improvement of relevant policies and the further opening of the Chinese market, residents' consumer demand for imported products will be released, so China's overseas shopping users will maintain sustained growth.

To sum up, the cross-border import e-commerce industry still has a large market development space and will continue to grow strongly in the next few years.

2. Competitive Product Analysis

In September 2019, after NetEase Kaola was incorporated into the Alibaba system, the powerful combination of the two giants in the cross-border e-commerce industry occupied half of the cross-border e-commerce market, which brought about major changes in the industry landscape. Cross-border e-commerce has huge costs in logistics, warehousing, and offline operations. The combination of leading platforms can better integrate resources and enhance consumers' confidence in overseas shopping. On the other hand, the increased competitiveness of the leading platforms will put a sudden increase in pressure on other cross-border e-commerce platforms, which will help further improve service quality, strengthen authenticity guarantees, and bring consumers better product and service experiences. Overall, the benefits outweigh the disadvantages.

According to iMedia Consulting data, the two major cross-border e-commerce platforms in China in 2021 were Tmall Global and Kaola Global Shopping, with market shares of 26.7% and 22.4% respectively, ranking firmly in the first echelon; followed by JD International, Suning International and Vipshop International, with market shares of 11.3%, 11.2% and 10.5% respectively in the second echelon; while other players such as Yangmatou and Aomaijia had a market share of no more than 10% and ranked in the third echelon.

Kaola.com and JD International have similar target users and are direct competitors. Next, we will take the growth paths and business models of these two companies as the starting point to gain a deeper understanding of the differences between them.

1. Kaola Shopping

(1) Development history

• In January 2015, NetEase's self-operated cross-border e-commerce platform "Kaola Global Shopping" was launched for public testing. On the 29th, Kaola Global Shopping started selling Chilean cherries, marking the first cross-border e-commerce fresh food order.
• In May 2015, Kaola launched the "Love Shopping Carnival", expanding overseas products from maternal and child products to all categories including beauty and personal care, food and health care, and household daily necessities.
• In June 2015, Kaola announced the establishment of a branch in Japan.
• In October 2015, Kaola announced the launch of nine national pavilions.
• In November 2015, Kaola participated in the “Double 11” promotion for the first time.
• Since February 2016, Kaola.com has supported users to use Apple Pay, becoming one of the first self-operated cross-border e-commerce platforms to support Apple Pay services.
• In March 2016, Kaola.com announced its official launch, with a sales target of RMB 10 billion in 2016.
• In April 2018, Kaola.com opened its first offline store, offering the same discounts online and offline.
• In June 2018, Kaola announced its entry into the comprehensive e-commerce market.
• In September 2019, Alibaba announced a strategic partnership with NetEase. Alibaba Group acquired NetEase’s cross-border e-commerce platform Kaola for US$2 billion. The PC version of “Kaola” has been renamed “Kaola Global Shopping”.
• In August 2020, it officially announced a strategic upgrade, focusing fully on "membership e-commerce".

(2) Pattern analysis

Product source: Mainly B2C self-operated direct purchase, direct cooperation with overseas brands.

Product categories: Products cover 80 countries and regions including Japan, South Korea, Europe, the United States, Australia, Southeast Asia, etc., with more than 5,000 brands, mainly focusing on maternal and child products, beauty and personal care, food and health care, home digital products, and clothing, shoes and bags.

Authenticity guarantee: A professional procurement team was established to go deep into the product's origin and strictly review the qualifications of all suppliers. A strict review mechanism was set up to eliminate counterfeits at the source and ensure the safety of the goods. In addition, Kaola launched the Ant Blockchain traceability system to strictly control product quality.

Logistics system: After joining Alibaba Group, Kaola has fully connected to Cainiao's global logistics system, integrating overseas sourcing, international transportation, customs inspection, bonded parks, domestic delivery and other links, opening up the entire industrial chain, completing the logistics standardization and transportation guarantee mechanism, and using better customized packaging boxes to ensure extremely fast logistics and improve user experience.

Warehousing advantage: 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 250,000 square meters modern and intelligent bonded warehouse in Ningbo has broken ground and will be put into use soon. At present, 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.com 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. Overseas direct mail orders will be shipped directly from overseas warehouses to maximize logistics timeliness.

Shipping mode: There are mainly two types of shipping from bonded warehouses and overseas direct mail, among which bonded warehouse shipping occupies a dominant position. For bonded warehouse shipment, the goods enter the country first and are cleared after the user places an order. The advantage is that the freight cost for bulk purchases is lower, and after the user places an order, the goods are shipped directly from the bonded warehouse and can be received within 1-3 days, but it will also increase certain storage costs and the risk of unsalable goods. Overseas direct mail means that goods are mailed directly from foreign countries/Hong Kong to consumers. In the direct mail model, delivery will only begin after the user places an order, and customs clearance is required upon entry. The advantage is that it will not increase storage costs and there is no risk of unsalable products. However, due to the small purchase volume, the shipping cost will increase, and the delivery time will be extended due to shipping from overseas. Generally, the goods will be received 7-14 days after placing the order.

Delivery method: Kaola's current domestic delivery system relies on the Cainiao logistics system.

User acquisition: Kaola.com mainly targets white-collar workers aged 20-45. Against the backdrop of the declining demographic dividend and the rising cost of online customer acquisition, Kaola decided to transform into a membership-based e-commerce company in 2020. This is also its main way to acquire customers - conducting in-depth operations for users, signing contracts with users, providing better product supply, a more worry-free pricing system, and better services, thereby meeting customer needs and enhancing reputation; at the same time, the membership system can also increase user stickiness; on the other hand, Kaola has not given up traditional platform festival marketing such as "Double Eleven" and "618"; live streaming and community content marketing are also its sources of customer acquisition.

Membership service : Kaola.com has launched the "Black Card Membership" service, priced at RMB 279 per year, which includes a 4% discount for members, exclusive member prices, factory store gift packages, tax coupons, shipping coupons, quick refunds and many other benefits and rights, fully meeting users' multiple consumption needs and enhancing their cross-border consumption experience.

After-sales service: Returns only need to be sent back to the domestic bonded warehouse without being sent abroad. This greatly facilitates users and also solves the concerns of users who give up overseas shopping due to concerns about after-sales issues. At the same time, Kaola.com also provides quick refund and door-to-door pickup services. Users can complete the return without leaving home, and the payment will be credited to their account as the goods are picked up.

Business expansion: Koala's current strategy is to focus on user growth, a healthy business structure, increasing gross profit, and product category expansion. The core of user growth lies in a deep youth-oriented operation strategy. Kaola has determined a competitive strategy of youth and differentiation, and has gradually connected itself with Alibaba's large ecosystem. Kaola and Alibaba integrate their capabilities in logistics and supply chain. Based on Alibaba's business operating system, Kaola will build underlying product capabilities and iterate new products.

2. JD.com International

(1) Development history

• In April 2015, JD Global Shopping (Haidun Global), a brand under JD.com, was officially established.
• In July 2018, JD Global Shopping announced that it had signed a strategic cooperation agreement with Japan's Kintetsu Department Store Group. Kintetsu Department Store's overseas flagship store has officially been launched on JD Global Shopping, and will offer Japanese beauty and skin care, personal care, mother and baby, mother's zone, household daily necessities, clothing and underwear and other products.
• In November 2018, JD.com officially upgraded its global shopping brand to "Haitun Global". Positioned as "JD.com's global direct purchasing platform", Haitun Global focuses on the direct purchasing model from the place of origin, with the advantages of self-operated direct procurement, highlighting direct purchase from the place of origin, and JD.com's delivery.
• In May 2019, Haidun Global signed a cooperation agreement with Attent, a large Dutch supermarket chain. The two parties will closely connect in the field of cross-border e-commerce and introduce European products to the JD platform.
• 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.

(2) Pattern analysis

Product source: A mixed model of "self-operated direct purchase + overseas merchants settling in">. A supply chain system of direct purchase from overseas and direct supply from brand owners has been established. All products are produced or sold overseas, and contracts are signed directly with overseas merchants through the JD Hong Kong platform established by JD.com. Merchants opening stores on JD International must be foreign companies and authorized by foreign brands. Companies from Taiwan and Hong Kong are also acceptable.

Product categories: Nearly 20,000 brands, with nearly 10 million SKUs. From more than 70 countries and regions including the United States, Canada, South Korea, Japan, Australia, New Zealand, France, and Germany. Covering product categories such as fashion, mother and baby, nutrition and health, personal care and beauty, 3C, home furnishings, imported food, and automotive supplies.

Authenticity guarantee: Regarding the qualifications of merchants, JD International requires: Brand flagship store: first-level exclusive authorization; specialty store: first-level authorization; store-type flagship store/specialty store: full-link authorization within three levels, which must be traced back to the brand owner. The qualification requirements before a brand enters the market ensures the reliability of third-party sources of goods.

Logistics system: Large international logistics such as DHL, and reduce logistics costs through package delivery.

Warehousing advantages: JD International has established multiple overseas warehouses and domestic bonded warehouses in the Netherlands, Hong Kong, Hangzhou, etc. At the same time, in September 2021, the Xiamen bonded warehouse with an area of ​​6,000 square meters was put into use.

Shipping mode: JD International is similar to Kaola.com, with two main shipping methods: bonded warehouse shipping and overseas direct mail. Shipments from duty-free warehouses do not need to go through customs clearance, and 90% of overseas goods can be delivered within 72 hours; some first- and second-tier cities can achieve same-day delivery/next-day delivery, and the fastest takes only 1.5 hours; direct mail from overseas requires customs clearance and then domestic express delivery, which may take two or three days for nearby cities and 5-7 days for farther cities; remote areas may take about half a month.

Delivery method: JD.com’s domestic logistics has also developed greatly in recent years. By strengthening seamless connection with international supply chains and bonded warehouses, it ensures that goods can be delivered to consumers quickly. JD.com’s international bonded warehouse customs clearance time has been shortened to minutes, and the order customs clearance success rate exceeds 97%. Bonded stock orders in more than 100 cities across the country can be delivered on the same day or the next day.

User acquisition: Users are mainly white-collar workers in first- and second-tier cities. JD International mainly relies on marketing promotions on platforms such as "Double Eleven" and "618" to acquire customers; live streaming and community content marketing are also its sources of customer acquisition; the entrance to JD International is in the JD APP, which can also play a role in attracting users for JD International.

Membership services: JD International does not focus on membership e-commerce, but adopts the JD PLUS membership system of JD’s domestic e-commerce. The benefits include support for returns and exchanges, 95% discount (500 yuan limit), shipping coupons worth 360 yuan per year, exclusive coupons worth 100 yuan per month, member-only 10 times Jingdou refunds, PLUS exclusive shopping festival, etc. At the same time, JD PLUS members have cooperative relationships with many merchants such as Tencent Video and Baidu Wenku.

After-sales service: With the "Rest assured purchase" service, users can receive a refund after applying for a refund and sending the package. "Price insurance" means that if the price of a product drops within a period of time after the user purchases it, the user can receive compensation for the price difference.

Business expansion: In addition to achieving rapid circulation and delivery of cross-border e-commerce goods, JD Global Shopping, which is committed to becoming a comprehensive global distribution and retail platform, has a larger strategic layout. Relying on its products, JD.com is trying to export its advanced business model and replicate its unique "warehouse, distribution and customer integration" service overseas. That is, e-commerce companies use JD.com's existing mature logistics resources and quality control system to achieve a distributed warehouse layout across the country. At the same time, JD.com's distribution and customer service teams provide follow-up services to merchants, building a large network covering the global commodity supply chain, logistics, distribution, and follow-up services to support the "going out" and "bringing in" of commodities, and realizing a complete layout of cross-border e-commerce, thereby promoting the further upgrading of JD.com's internationalization strategy and creating a one-stop commodity online shopping ecosystem covering the world.

3. Conclusion

From the above analysis, it can be seen that Kaola and JD International each have their own advantages. Kaola is backed by Alibaba and has strong financial support. At the same time, it can make full use of Alibaba's supply chain and other resources on the original basis. JD International has formed the first consumer platform in China that is fully focused on large-scale import business by integrating the original Haitun Global and general trade import businesses.

In terms of specific business models, JD International's "self-operated direct procurement + third-party brands entering the platform" model is superior to Kaola's "self-operated direct procurement" model in terms of capital utilization and product category richness; in terms of bonded storage area, Kaola has the largest bonded warehouse in the industry, which can ensure sufficient supply of goods.

In addition, Kaola.com has three other advantages over JD.com:

(1) Introducing blockchain traceability technology

Analysts from iMedia Research Consulting believe that in the context of consumption upgrading, authenticity guarantee is the core demand of overseas shopping consumers. Kaola.com has introduced blockchain traceability technology on top of its existing anti-counterfeiting and anti-malicious tampering technologies to achieve one-click traceability and anti-counterfeiting of products. Let consumers know where their products come from, where they have been, and where they are going. Use technology to make information more transparent and achieve full tracking of cross-border products.

(2) Online and offline dual layout

iiMedia analysts believe that offline experience stores can enhance users' trust in and experience of the products.

Kaola.com is accelerating its offline store layout, opening offline flagship stores and offline factory stores. The flagship stores focus on experience, and customers can enjoy short-distance delivery services such as online purchases and same-day delivery within 5 kilometers of the stores; the global factory stores are aimed at connecting high-quality manufacturers and consumers. In April 2018, the company first opened a physical store in Hangzhou, and adopted electronic price tags to keep the prices of goods on sale synchronized and updated in real time with the prices on the APP.

The model of selling overseas shopping products simultaneously offline has greatly supplemented the lack of online store experience and increased the user's physical experience, especially in terms of quality, allowing consumers entering the store to directly touch the physical goods, making consumers more trusting of the quality of the goods. Offline stores play a significant role in directing traffic to online platforms. 75% of offline store customers interviewed are willing to try or use more corresponding cross-border e-commerce online platforms. Through the online and offline dual-track connection, brand penetration can be further enhanced.

(3) Good user experience

In terms of user experience, according to the 2019 data released by iMedia Consulting, Kaola.com is considered by consumers to be the most satisfactory e-commerce platform.

Combining the previous advantages of Kaola Global Shopping, it is not difficult to see that by comprehensively considering the product procurement, authenticity guarantee, warehousing and logistics, after-sales service and other aspects of the cross-border import e-commerce platform, users have a better experience of Kaola Global Shopping and are more satisfied.

3. User Value Analysis

In the cross-border e-commerce market, there are four main participants: merchants, platforms, domestic service providers, and consumers. The business logic diagram of Kaola.com is as follows:

If the platform wants to develop sustainably and stably, it must meet the needs of all participants in the supply chain. Since Kaola's logistics system is a platform that relies on the logistics system of its parent company Alibaba, the logistics system can be included in the platform for analysis. Therefore, we will analyze the needs of the three participants in cross-border e-commerce: domestic consumers, overseas suppliers, and cross-border e-commerce platforms. We will then analyze the existing solutions and their advantages and disadvantages, and then see how Kaola Global Shopping can better meet the needs of all parties.

1. Consumers

Demands of platform users:

According to iMedia Consulting data, 60.1% of Chinese import cross-border e-commerce users pay more attention to the "authenticity guarantee" when choosing a platform, followed by after-sales service quality, and price factors rank third. A considerable number of consumers also care about logistics speed and product richness.

At the same time, iMedia Consulting data shows that difficulties in returns and exchanges and long waiting times have become the main problems faced by young people in China's cross-border consumption in the first half of 2020. iiMedia Research analysts believe that cross-border e-commerce, due to its unique logistics system, places higher demands on platform service providers.

In summary, the core needs that overseas shoppers are most concerned about are:

• The goods are authentic and of high quality.
• There are rich categories of goods and many choices.
• Affordable price.
• The delivery speed is fast and the logistics is efficient.
• Convenient returns and exchanges, good after-sales service.

Solutions before the emergence of cross-border e-commerce:

(1) Purchasing on behalf of others

Initially, it was purchasing between acquaintances, and the authenticity of the goods was relatively high. However, as the purchasing customer base expanded and the demand for goods increased, purchasing agencies may replace the real goods with fakes. Especially in the luxury goods market, unscrupulous merchants, in order to earn high profits, have led to a large number of counterfeit goods appearing in the overseas purchasing market. Even if domestic consumers discover counterfeit goods, they have no way to provide proof that they are counterfeit, and consumer rights are not effectively protected. Moreover, there are strict return and exchange requirements for goods purchased on behalf of others. Generally, goods cannot be returned, and there is basically no after-sales service.

The goods purchased on behalf of others can be sold at a fixed price or with a commission based on the value of the goods. However, purchasing agents will not pass on the discounts they receive when purchasing goods to consumers. Generally speaking, the prices for purchasing goods on behalf of others are higher than those for individual overseas shopping. The product categories available through purchasing agents are limited, and the customs clearance process is slow, with a long waiting time.

(2) Buy it abroad

It is more reassuring to buy abroad by yourself, without worrying about the price difference, and it will also minimize the possibility of purchasing fakes. However, it takes too much time and money to buy it abroad by yourself, which is not cost-effective and is only suitable for people with a good economic foundation.

Due to work reasons, I can only go abroad to make purchases during holidays or when I am on business trips abroad. The goods I can bring back are limited and cannot meet my urgent needs for goods. Moreover, if the goods I bring back have quality problems, there is no after-sales service and I can only deal with it myself. In addition, due to my lack of understanding of the distribution of foreign goods, reputable stores, etc., it is also difficult to buy the high-quality goods I like.

(3) Buy at offline foreign specialty stores

Going to offline foreign specialty stores allows you to directly touch the products and have a more intuitive understanding of them. The advantages of this method are that the prices of goods are generally lower, the credibility of genuine products is higher, consumers can take them back directly after purchase, and the logistics transportation time is higher; but since not all Chinese cities have experience stores for the target products, there are greater purchasing limitations and the product categories are not rich enough. At the same time, after-sales service is not perfect and the process is cumbersome.

In addition, due to pricing strategies and operating costs (logistics, store rent), the costs of offline stores are much higher, and this extra cost will eventually be passed on to consumers, so overall the purchased goods are not cost-effective.

(4) Purchase from overseas e-commerce websites

Overseas shopping is a model of purchasing goods directly from foreign e-commerce websites, having the goods shipped via international express, or having a forwarding company collect the goods and then forward them back to China. The payment model for overseas shopping is mainly to pay first and then ship. When users purchase goods on foreign e-commerce websites, the product quality and variety are basically guaranteed. However, there are also many disadvantages of overseas shopping websites:

• Inconvenient to purchase. Most overseas shopping websites have foreign language interfaces and lack Chinese systems, causing language barriers. Payment requires a foreign bank card, which limits you to placing orders on overseas online shopping malls that support Chinese credit and debit cards. In addition, the card must have foreign currency, which limits your payment methods.
• No price advantage. Compared with domestic shopping, the advantage of overseas shopping lies in products with high unit value such as milk powder, watches, and luxury goods. However, the high logistics costs lead to excessive purchase costs. It is even less suitable for purchasing low-value or small quantities of products.
• The delivery cycle is long. Generally speaking, most of the goods purchased overseas are transferred to China through forwarding service providers instead of being mailed directly back to the country, resulting in lower delivery time. The total time from shipping from the platform to receiving the goods is at least ten days and at most one month, which is too long.
• It is difficult to protect rights after sales. If you are not satisfied with the products you purchased overseas and need to mail them back, this will incur additional logistics costs, and communication and operation will also be a big problem.

2. Overseas Brands

The business’s demand is to maximize profits, that is, to increase revenue and reduce costs: increase revenue + reduce costs.

China has a large population, and with the continuous increase in per capita disposable income in recent years, people's consumption capacity has continued to upgrade. Overseas businesses have seen the dividends of the Chinese market and want to share this huge cake. Overseas brands want to enter the Chinese market, usually have the following options:

(1) Build your own independent Chinese website

It may be more helpful for overseas merchants to establish independent Chinese websites for their brand building and exposure, but the overall cost is high and the effect is slow, which is mainly reflected in the following aspects:

• The cost of building a website is high: Building a website takes a lot of time, and the website server is built in China. It is necessary to have its own IT team to ensure the smooth operation of the website and avoid consumers giving up purchasing products due to network problems.
• High operating costs of e-commerce: Overseas suppliers must have a solid business foundation. In addition to providing high-quality products, the packaging and publicity strategies of the products must be able to attract Chinese consumers; as overseas merchants, due to the differences in social culture and consumption habits, it is difficult to localize marketing and publicity strategies, so it is difficult to attract Chinese consumers.
• High logistics management costs: In order to shorten the time when the goods arrive in consumers, overseas merchants need to open up logistics in China and conduct efficient management, with high construction and operation costs; they must also adapt to different factors such as local market environment and policies.

(2) Enter the local cross-border e-commerce platform

Merchants can choose to enter local (foreign) cross-border e-commerce platforms, such as American merchants can enter Amazon, eBay, Wish, etc. Every cross-border e-commerce platform has its own industry advantages and loyal customer base, and can quickly increase brand awareness with the help of the platform's traffic.

However, the target users of overseas cross-border e-commerce platforms are mainly overseas users. The website’s design style and language habits will make Chinese consumers feel distant and other problems, resulting in few Chinese consumers reaching.

(3) Find domestic distributors/agents

This method is generally used in large quantities of goods without spending time and money on domestic marketing. After importing a large number of goods from abroad to China, they are distributed through domestic distribution companies and finally reach consumers. This method is easy to get started, but the problem is also obvious:

• The quality of distributors' personnel is uneven and requires certain training and management costs. Once distributors have problems such as price increase and interfering goods, it will have an impact on the merchant's brand and honor.
• Domestic distributors can operate imported brands more locally, but this method has many steps to go through. We must share the profits with distributors, which will greatly reduce the profits and slow capital flow.

(4) Domestic brand direct sales

Foreign brands can directly conduct brand marketing in China by establishing branches in China, such as Apple China and Estee Lauder China. In this way, they can better operate their own brands in China and further increase their brand influence; but the business involves a wide range of areas and need to have an efficient and comprehensive team, be familiar with Chinese policies, and ensure that they are legal and compliant in marketing in China, which requires a lot of time, energy and money costs.

3. Cross-border e-commerce platform

From the above analysis, it can be seen that the ways for Chinese consumers to purchase foreign products have the following pain points: authentic product protection problems, insufficient product categories, high commodity prices, inconvenient and fast purchasing methods, long logistics cycles, and no good after-sales service; while overseas merchants want to explore the Chinese market and attract Chinese users more easily and at lower cost, they are suffering from the lack of a better sales and marketing platform. So how does Koala Haizhuang, a leading player in the cross-border e-commerce import retail platform, meet the needs of consumers and suppliers?

Meet user needs:

(1) Authentic product guarantee

According to data surveyed by iMedia Consulting in 2021, 60.1% of Chinese imported cross-border e-commerce users pay more attention to their "authentic product guarantee" when choosing cross-border e-commerce platforms. The problem of authenticity has always been a pain point in the cross-border e-commerce industry. Major cross-border e-commerce platforms have frequently fallen into fake goods storms, which has hit consumers' confidence. Strengthening the guarantee of authentic products, establishing corporate image, and improving competitiveness are the key to the development of the cross-border e-commerce industry now and in the future.

Koala Haigou focuses on self-operated direct procurement, and set up a professional procurement team to purchase products from Japan, South Korea, Europe, the United States, Australia, Southeast Asia and other products; it has offices in dozens of countries and regions around the world, and directly establishes close cooperative relationships with overseas brands, high-quality distributors and large chain supermarkets. The qualifications of all suppliers are strictly reviewed, and a strict review mechanism has been set up to eliminate counterfeit goods from the source, further ensuring the safety of goods. Announce the commitments of the partner brands, strict self-inspection and third-party inspection to achieve genuine product protection. In addition, Kaola has launched the Ant Blockchain traceability system to strictly control product quality.

At the same time, through upgrading the global supply chain, platform QC management, consumer after-sales guarantee and third-party supervision, Koala has 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.

According to iMedia Consulting data, 40.6% of the surveyed overseas shopping users said they had ever purchased counterfeit goods. Among the major cross-border e-commerce platforms, Koala Haigou has the highest level of authentic products guaranteed and trust, ranking first with 8.41. This shows Koala Haigou's strength in the field of imported cross-border e-commerce.

(2) Rich categories

Koala Haizhuang has gradually evolved from a few categories at the beginning to a competitive strategy that focuses on advantageous categories, related categories to develop focus, and other categories to develop in parallel. Koala has natural synergistic advantages and category coverage advantages in the early stages of shopping. Currently, it mainly focuses on the expansion of the second and third-level categories and the enrichment of SKUs. Up to now, more than 20,000 overseas brands from more than 80 countries and regions around the world have entered Koala Haizhuang, covering more than 5,800 categories, of which more than 80% of the brands have entered China for the first time, fully meeting consumers' needs for buying different categories of products.

(3) Low price guarantee

Koala's philosophy is to help users "live a better life with less money". Koala's own advantages also prove this concept.

1) Koala Haizhuang adopts the "direct sales self-purchase" model

Koala Ocean Shopping can control pricing by reducing procurement costs: selecting high-quality global products in the place of origin of goods, avoiding multi-layer links such as agents and distributors, and directly connecting with brands and factories, saving intermediate links and costs, and adopting a large-scale centralized procurement model to achieve lower purchase prices and even achieve "overseas wholesale prices".

The pricing strategy can also be controlled by controlling the profit margin: because it is a self-operated model, it has the right to independently price, and the pricing strategy can be adjusted according to the market environment and competitive nodes by overall coordination of the supply chain and various links of warehousing, logistics, and operations. We will not only respect the brand’s price strategy, but also pay more attention to the sensitivity and preferences of Chinese consumers to price for reasonable pricing.

2) Koala Haizhuang has high credit

Koala Haigou has plenty of cash, with NetEase in front and Alibaba in the endorsement. Moreover, koalas do not make money based on the profits of a single commodity, but rely on small profits and quick turnover. The credit value of e-commerce mainly depends on the platform size, the speed of payment, the order volume, etc., so Koala Haigou's credit value has always been among the best in the e-commerce field.

The credit value of e-commerce also determines the supplier's willingness to cooperate and the price expectations, so there is more bargaining power. The stability of sales and sales also makes suppliers willing to give Koala a lower price than others. This way, the cost is saved a little bit, and the price will naturally be lower.

3) Warehousing advantages reduce costs

Commodities under the general trade import model need to pay taxes such as customs duties, value-added tax, consumption tax and other taxes; cross-border e-commerce is valued by the state and enjoys the national tax policy benefits. Koala HaiPu has a self-operated bonded warehouse, and only the import goods require postal and postal tax; through the bonded model, it can not only achieve legal and compliant, fast delivery, but also reduce costs.

It can be seen that Koala Haizhuang fully takes into account the price-sensitive characteristics of Chinese consumers, and reduces costs from the source by directly connecting to overseas suppliers; and because of its high credit value on the platform, it can fully grasp the initiative when purchasing from brands; the support of national tax policies further consolidates this advantage.

Therefore, Koala Ocean Shopping can allow consumers to buy high-quality products that they are satisfied with at a lower price, which has an absolute advantage in cross-border e-commerce among peers.

(4) Warehousing and logistics guarantee

The business model of "Koala Haizhuang" adopts a combination of "bonded stocking model + overseas warehouse model". The advantages of the two modes can be integrated to greatly meet the needs of different users at different levels. In addition, Koala Haigou has the largest bonded warehouse resource + logistics cloud system in the industry, and has established a three-level cross-border logistics warehousing layout covering overseas direct mail-overseas goods collection-domestic bonded imports. In addition to the domestic bonded warehouse and overseas warehouse layout, it has also developed its own intelligent management system "Xiangyun" and the TMS system "Ruilin" and fully opened to upstream and downstream partners. Compared with other platforms, Koala has formed high maturity, scale and differentiation advantages.

According to iMedia data, 65.7% of the users surveyed in China's overseas shopping are quite satisfied with the current cross-border e-commerce platform. Among them, the most overseas shopping users believe that logistics services need to be improved.

Koala Haigou has handed over logistics distribution to partners such as Sino-Foreign Transport and SF Express, and has also adopted better customized packaging boxes to allow users to enjoy "relatively" standardized logistics services.

1) High delivery timely rate

At present, in the cross-border e-commerce industry, there are only a handful of people with the same-day delivery time rate exceeding 99.97%, while the same-day delivery time rate of Koala HaiPurchase is as high as 99.98%.

2) Extremely fast delivery

Koala Haizhuang adopts a bonded import model, and the goods are stocked in advance to domestic bonded warehouses. When users purchase, they are shipped directly from China's bonded warehouses, which greatly reduces the cost of international logistics time and is fast delivery.

3) Low error rate

Koala Haizhuang is gradually eliminating people's work and adopting intelligent operations. Compared with the misissed product rate of 5% of my country's mainstream cross-border e-commerce, Koala Ocean Shopping is only 3% of 10,000.

It can be seen that Koala Haigou has its own unique operating model in warehousing and logistics. It has obvious advantages in timely delivery and logistics speed, which solves customers' concerns about long logistics time and cumbersome processes; because it is placing an order in China, it solves the problem of transaction failure caused by poor networks at home and abroad.

(5) After-sales service guarantee

Koala Haigou has special online customer service and manual customer service. If you have any product problems, you can consult at any time. If you are unsatisfied with products, you can apply for a return. Returns and exchanges can be sent directly to the domestic bonded warehouse, and there is no need to send them back to the country. Compared with purchasing agents and overseas shopping, it solves the problems of difficulty in after-sales service and difficulty in protecting rights of users.

(6) Improve shopping experience

Information fragmentation and traffic dispersion have promoted the expansion of sales channels and the multi-faceted access of content channels. The former refers to establishing a full-scene retail system by setting up bonded shops or chain experience stores, while the latter refers to joining with content channels to further expand new customers and improve conversions, and meet users' overseas shopping experience from all channels.

Meet the merchant’s needs to reduce costs and increase efficiency:

Koala Haigou reached cooperation with high-quality overseas brands, providing a channel for them to open up the Chinese market to make profits. It also provides a complete set of nanny-style services such as cross-border logistics and warehousing, cross-border payment, supply chain finance, online operations, and brand promotion, eliminating the obstacles for overseas merchants to enter China and solving the problems of "incompatibility with the language, cultural differences, transportation" facing them in the development of the Chinese market alone. This will enable overseas suppliers to save related costs and directly sell goods to consumers.

Before joining Alibaba, Koala Ocean Shopping has established a standard logistics system. Through cooperation with China's foreign transportation, it integrates overseas supply, international transportation, customs national inspection, bonded parks, domestic delivery and other links. After joining Alibaba, it has fully connected to Cainiao's global logistics system, further improved the logistics system, ensured the rapid logistics, improved the convenience of consumers to obtain goods, and improved the stability of goods provided by suppliers.

Koala Haigou digitalization empowers users to accurately market (such as personalized marketing through consumer data), light asset operations (such as adjusting supply through consumer insights and transaction predictions) and innovative process transformation (such as Koala Haigou adopts a new membership model to realize customized supply chain services) have attracted a large number of middle-class overseas shopping users and increased the demand for goods. In the future, a platform that covers the entire cycle of brand incubation, continuously optimizes the cooperation model and fulfillment network, and deeply transforms the supply chain will have more advantages in long-term development, allowing suppliers to save time, effort and worry.

4. Conclusion

Through the above analysis, we can see that Koala Ocean Shopping can effectively solve the pain points of overseas suppliers and users at the same time. For overseas suppliers, nanny-style services can help them develop the Chinese market more easily and at lower cost; for consumers, koala provides consumers with a large number of overseas product purchase channels and the ultimate overseas shopping experience with 100% authentic products, low prices every day, fast delivery and high-quality services.

AiMedia data shows that in the third quarter of 2019, Koala Haigou led the cross-border e-commerce industry with a user satisfaction of 8.29, and is the platform with the highest after-sales service satisfaction.

Koala Haigou’s strategic layout in meeting the core demands of users and overseas suppliers has enabled Koala Haigou to stand out in the entire cross-border e-commerce industry and has the highest user satisfaction. This also explains why Koala Haigou has developed rapidly and firmly ranked first in cross-border e-commerce.

4. Commercial Value Analysis

Koala Haigou is a comprehensive e-commerce company focusing on cross-border business. As an e-commerce platform, GMV is the core indicator to measure the competitiveness of the platform. So we use it to analyze whether Koala Haizhuang’s core business is healthy.

GMV=Number of registered users*Conversion rate*Unit customer price. The increase in any indicator of the number of registered users, conversion rate, and unit price will positively affect GMV. Next, we will focus on analyzing how Koala Ocean Shopping improves these three key indicators.

1. Increase the number of registered users

If revenue continues to grow, a steady stream of new users is a guarantee. So how does Koala Haizhuang attract new products?

(1) Paid Channel

1) Advertising promotion

The traffic of e-commerce platforms cannot be separated from strong exposure and strong promotion. Since its establishment, Koala Haigou has advertised on major domestic variety shows and Internet platforms, such as:

• In 2017, he sponsored the third season of "Flowers and Boys", and released a poster of the copywriting based on "Flowers and Boys", which received rave reviews.
• In 2018, many popular TV variety shows such as "Mom Is Superman 3", "Running Man", "Longing Life 2", and "Star Detective 4" have reached a peak in the broadcast period.

• In 2019, we will promote brand promotion on iQiyi in the form of information flow advertising, and accurately place advertisements for target users.
• In 2021, Koala Haigou launched a TVC advertising blockbuster: "Instant Play"; Koala Haigou joined hands with LV co-designers to launch JUST IN TIME's limited-edition T-shirts, conveying the concept of global fashion zero-time difference.

In addition to online platforms, Koala Haigou also places a large number of advertisements offline (such as subway stations), impressing customers through humorous copywriting and gaining user growth.

Large-scale advertising marketing can greatly enhance brand awareness.

2) Brand Marketing

a. Brand spirit hits mid-product

The middle class, with users aged 25 to 35 as the core, is the biggest source of new users, which is a common phenomenon on major e-commerce platforms. The main factors that affect their purchasing decisions are personalization and cost-effectiveness. What they believe more is the fit of the brand spirit and real discounts.

Based on these characteristics, Koala Haizhuang hits the middle class with a slogan that "lives a better life with less money" to meet their needs for upgrading their quality life. In May 2016, Koala Haigo launched a marketing campaign of "1% Life", encouraging new middle-class people to throw away badly used and poorly-quality items and keep only the things they really like and suitable for. Only 1% of life is consistent with Koala Haizhuang slogan.

b. Brand IP is deeply rooted in people's hearts

Only by transforming abstract brands into three-dimensional "people" can we better communicate with consumers. In the marketing war of Double 11 in 2019, Koala Haigou focused on the communication theme of "reliable, 11 hug" and used a series of creative marketing actions such as custom express boxes and creative interactive H5 to create a "koala" IP image, strengthen the core value of the brand's "reliability", crack the pain points of users' purchase of cross-border products, and build consumers' inner sense of trust in the brand. And the launch of the Koala Disco Douyin Challenge and publishing scene-based TVC with user testimony not only brought topics to the platform, but also accumulated a clear brand memory point in the hearts of consumers.

(2) Free channel

1) Internal traffic conversion

Before being acquired by Alibaba in 2019, Koala Haigou was backed by NetEase and built a media marketing matrix such as NetEase Portal, NetEase News Client, NetEase Email, NetEase Cloud Music, NetEase Games, etc. through the exploration of the internal potential of its own traffic, and accurately pushed matching product content based on the characteristics of different channels; the ultra-high traffic conversion brought considerable new user growth to Koala Haigou.

After September 2019, Koala Haigou was merged into the Alibaba Group, further gaining support from Alibaba. The huge user base of Alibaba Group products also provides Koala Haigou with an important user growth channel. The following figures are the search results of Alipay’s mini program, Alipay’s middle-aged Koala Haigou mini program and Taobao’s Koala Haigou flagship store:

2) Hot topics

• In August 2015, CCTV launched the "Belt and Road" special report "Community of Shared Destiny", broadcasting the first episode "Parcels in the Distant Land", going deep into the jungles of Southeast Asia and visiting Thailand's latex factories. CCTV witnessed the entire process of production and delivery of latex pillows by NetEase Koala. As the program continued to bombard the important broadcast nodes such as "October News", "Midday News", and "News Broadcast", latex pillows and NetEase Koala also quickly became popular.
• In September 2015, Koala Haizhuang launched its "European Tour", and reached strategic cooperation with Kraft Heinz, Nestlé Wyeth, and European supermarket chain giant Delhaize. For the first time, users were invited to participate in the overseas direct procurement process and in-depth visits to European food companies' factories and headquarters.
• In April 2016, Koala Haigou and 58 Daojia launched the "Life Cleaner" campaign on social media, which caused heated discussions online.
• In September 2019, Alibaba acquired Koala Ocean Shopping, once again pushing Koala Ocean Shopping to a hot search.
• Become an official e-commerce service partner for the Olympic Games in 2021.
• In 2021, Koala Haizhuang launched a women's marketing campaign: Together, Koala Haizhuang will take on the 6th anniversary of the world's favorite koala Haizhuang, launching a "preferential action".

Through the above hot topics, Koala Haigou has further enhanced its brand awareness and played a good role in promoting user growth.

3) Community communication

Koala Haigou attaches great importance to the content ecosystem, and uses the dissemination of various forms of content such as columns, videos, live broadcasts, etc. to generate more high-quality and free traffic. In 2021, the Koala Haigou upgraded content community will be renamed "Buy TA". In addition to the content released by KOL, there will also be Koala Haigou's own operating content, such as "Koala New One" and "Ruyi Flyer", etc.; these content communities are Koala Haigou's new actions in youthful and differentiated competition, and can increase the number of users through community communication and sharing.

In 2021, in order to maximize the use of KOL's influence and appeal, in addition to preferring declaration short films, Koala Haigou also planned online live broadcasts. Through content creation, Li Jiaqi has achieved the full network planting of the Koala Haigou brand. Within Li Jiaqi's own private domain traffic, the brand also arranged a special oral broadcast introduction for flash sale to fully utilize Li Jiaqi's private domain traffic.

4) Mini game operation

In 2021, Koala Haigou learns the Alipay tree-growing chickens and gold coins model, and has launched the "Koala-raising" function, which has a core entrance in the APP. This is a product that uses games as a promotional means and achieves monetization purposes through promotion and drainage. Its content is very similar to promotional operation mode and casual games and online earning games. In marketing activities, users are required to complete corresponding browsing tasks. Only by browsing and watching other promotional and product sales pages on the platform can users get rewards and upgrade. The platform can achieve the purpose of guiding users to browse, expand product exposure and increase the number of transaction orders. Some promotional activities require users to share koala shopping links with other consumers, share product links, and even directly invite other consumers to register for koala shopping, in order to achieve the purpose of promoting koala shopping.

2. Improve conversion rate

After guiding users to the platform through various means, they will only be valuable to the platform after being converted into paid users, so how does Koala Haizhuang increase the conversion rate?

For e-commerce websites, users will have different situations such as casual shopping and clear purchases during use. Therefore, users can be divided into two categories: users with unclear goals and users with clear goals.

• For users whose purchase goals are unclear and mainly wander around, they mainly create a buying atmosphere and content planting through corresponding activities to guide users to develop a desire to buy.
• For users with clear purchasing goals, it is mainly to optimize the purchase-on-payment process and speed up the user decision-making process to make payments.

The behavior path scenarios of the two users are different, so we analyze these two users separately.

(1) Users with unclear goals

For users who mainly wander, their purchasing paths may be: browse products - view details - browse products - view details... - add to favorites - add to shopping cart and other repeated processes. The product details page was before the shopping guide process, and the service goals were unclear. To attract users through different activities, users can be divided into price-sensitive and price-insensitive types, and users can be stimulated to place orders through price discounts and brand rankings respectively.

1) The activity atmosphere stimulates consumption

For new users who use koala for the first time, Koala Haigou recommends a list of must-buy new users in the most prominent position on the homepage. It uses the "lazy mentality" to help users screen out high-quality goods and reduce the time cost of users to select goods. At the same time, it gives new users many benefits and discounts, such as exclusive prices, full rebates, coupons and red envelopes, etc., to use these benefits and discounts to satisfy users' greed for cheapness, lower the experience threshold, and thus prompt new users to purchase and convert.

Koala creates a buying atmosphere through corresponding activities on the homepage and guides users to develop a desire to buy. The homepage launches Koala Cool Street, boutique supermarkets, Koala live broadcasts, hard-core subsidies and other forms to stimulate user consumption through price advantages such as "big brand low prices" and "99 yuan 16 pieces"; it also stimulates user consumption by recommending, guessing you and event selections to you to stimulate users' consumption.

2) Stimulate orders through content planting

The content and live broadcasts published by KOL in the "Buy TA" community can attract users' attention, reach users' hearts by fully demonstrating the advantages or characteristics of the product, and prompt them to place an order to complete conversion. There are also price discounts such as live broadcast room red envelopes and coupons to meet the psychological stimulation of users' consumption when taking advantage of the user. There are also activities such as flash sale limited time and limited quantity to create scarcity to stimulate users to place orders.

The contentization of products and the communityization of content will be a major trend in the industry, and the grass planting economy is the most typical form of contentization. Most overseas shopping products are fresh and unfamiliar. Contentization (planting grass) will greatly promote user purchasing decisions and will output more high-quality UGC in the future.

(2) Users with clear goals

For users with clear goals, the purchasing path is generally: search for the product - product list page - product details page - add to the shopping cart - pay. Next, let’s take the purchase of face cream as an example to analyze how Koala Haizhuang can improve conversion rate.

1) Product List Page

Applying face cream in the search box will automatically associate different types, uses, and brands of face creams, providing thoughtful guidance for users' vague searches, guiding users to make quick choices.

After clicking on the desired Lenovo answer, the product list page appears. The top of the page is the red envelope benefits for newcomers, which can be easily and quickly collected. Because people generally hate losses more than they get, they will increase their willingness to consume after receiving the red envelope because they do not want to miss the deduction amount in the red envelope.

You can clearly see the product appearance, price, name, discount details, reviews, praise rate, store/brand and other information on this page. Among them, the most prominent one is the product picture. According to the picture, users can quickly identify whether this is the product they want to buy; the second highlight is the product price, using red bold instead of gray letters to display the discounted price, and users can immediately determine whether it meets their psychological expectations; then there is whether it is self-operated, product name, number of payers, allowances, coupons and the store/brand to which they belong. These factors can further help users make quick decisions.

On the product picture, Koala Haigou has added commonly used cream brand names and logos, which can help most users quickly find the brand products they want to buy. In addition, functions such as price sorting, sales sorting, brand screening have been designed to help users make purchase decisions from the aspects of price preferences, herd psychology, brand preferences, etc.; under this line, functions, age-appropriate, texture and other information have also been added, in order to induce users to better filter out products they want to buy and suit them.

2) Product Details Page

After the user initially selects a product through the product list page, he or she needs to click on the product details page. The product details page is the user's consumption experience page. The quality of the page design will have a direct impact on the user's purchasing behavior. On this page, Koala Haizhuang helps users make quick decisions and add them to the shopping cart or buy them now through the following methods.

a. Establish consumption security

The biggest pain point for overseas shopping users is the protection of genuine products, so the promise of genuine products, product sources, and after-sales guarantee system in the product details page is very important, so that users can buy with confidence without worrying about after-sales issues.

b. Create consumption scenarios

Restore the user's offline usage scenarios through product details, instructions for use, actual renderings, etc., highlight the product effect, and make the user feel that this is the product they want to buy.

c. Show cost-effectiveness

Everyone has consumption guidelines that can get the best benefits with the minimum cost. Create scarcity through price comparison, realistic price reduction, red envelopes and other limited-time discount activities, making users feel that it is cost-effective to buy within the price reduction period, and if you don’t buy, you will lose money.

d. Create a popularity and reputation atmosphere

Through Q&A and user comments, on the one hand, we build a sense of trust and eliminate users' purchasing concerns; on the other hand, we create a strong atmosphere of consumer popularity, and planting grass between users can also increase the desire to buy; in Q&A, we organize common questions for users, which further demonstrates the platform's professionalism in brands and products, and enhances users' trust in platform and brand products.

e. Product recommendation

Generally, there will be a recommendation portal after the product details page. Generally, products with the same price and high similarity as the current product are recommended to receive traffic from the product details page to avoid loss. When the user is not very satisfied with the current product he is browsing, he can give the user a variety of other options, and display a large number of related products for the user to choose from like a counter.

If there is no recommendation page, the user's path is mainly: browse the product details page - product is not satisfied - loss; at this time, the user's path is mainly: browse the product details page - product is not satisfied - browse the recommendation page - select other products to enter the details page; this can increase the possibility of user payment and thus increase the conversion rate.

3) Shopping cart

The shopping cart page covers information such as special price tags, taxes, preferential prices, member activities and gifts, and also provides coupon collection portals to attract customers to pay with the advantage of price; highlighting the reduced amount when confirming orders can further enhance consumers' willingness to pay.

3. Increase average order value

For e-commerce platforms, there are two ways to increase customer unit price: increase the total amount of a single order and increase the purchase frequency. Therefore, we analyze from these two aspects:

(1) Increase the total amount of a single order

1) Full discount, full discount, free shipping

Through discounts, discounts, discounts, free shipping, etc., guide users to purchase multiple items, enhance users' willingness to purchase, and increase customer unit price while making customers feel cost-effective.

2) Related product recommendations

On the shopping cart page, when the user completes purchasing and prepares the settlement product, it will recommend products related to users that are more likely to meet the user's taste by analyzing the user's behavioral data and transaction data, thereby enhancing the user's desire to purchase. For example, if you have recently browsed and added facial essence for shopping carts, the system recommends eye essence.

Unlike the product recommendations on the product details page, the shopping cart recommendation module is a related product recommendation. The recommended product is not the same type, but products that may be used in the use scenarios of the purchased product (such as makeup, skin care). After recommendation to users, if the user happens to have this demand, he may continue to place an order, thereby increasing the amount of a single order.

(2) Increase shopping frequency

1) Authentic product guarantee

Koala Haizhuang focuses on self-operated direct procurement, and authentic product guarantee is its core competitiveness. Therefore, in order to maintain the brand and ensure user repurchase, it is necessary to ensure that the products are high-quality authentic products. Koala Haigou strictly reviews the qualifications of all suppliers and sets up a strict review mechanism, with a high entry threshold and eliminates counterfeit goods at the source; at the same time, Koala has also launched the Ant blockchain traceability system to strictly control product quality.

2) Black Card Membership

Since being acquired by Alibaba, Koala Haigou has focused on entering the e-commerce membership system. Members highlight the characteristics of high customer unit price, high activity, and high repurchase rate: the annual customer unit price of members is 7.3 times that of non-members, 2.4 times that of non-members, and 4 times that of non-members. After being acquired by Alibaba, Koala Haigou has deepened its membership model and brought the 1% selected concept to the extreme. Koala Haigou is Alibaba’s first member e-commerce platform. It will create China’s first member e-commerce platform through the black card membership model.

Koala Haigou has a prompt bar for black card members to place orders on the product details page and shopping cart page. A clear discount number will more easily stimulate users to become members. Through the system of refunding coupons, members can make users feel that membership is not only a money-saving behavior, but also have better after-sales service. After becoming a member, Koala's coupon return system will return the coupon at one time when opening the card, and then it will return the coupon regularly every month and birthday to increase users' willingness to consume after receiving the coupon and enhance users' stickiness.

3) Koala beans

On the home page and my koala page, there is an entrance to check-in to receive koala beans. The koala beans you receive can be used to redeem coupons, redeemed items, and cash; the check-in activity can increase the user's stickiness, and the discount activities at the time of sign-in can stimulate users to spend impulsively.

4) Refund after purchase

After payment is completed, the koala will return coupons from other categories. For example, coupons with great strength such as personal protection exceeding 30.01-30, etc. stimulate users to place orders for other categories of products again, thereby increasing shopping frequency.

5) Personalized recommendations

A personalized recommendation module will appear below the purchase success page. It is a precise recommendation based on the user's regular purchase list to meet user needs, improve user's purchase intention and increase purchase frequency.

From the above, we can see that Koala has made a lot of efforts in increasing the number of users, increasing conversion rate and customer unit price, and the results are very significant, with a steady market share of the first echelon and huge commercial value.

5. Product Iteration Analysis

In order to deeply analyze the iteration rhythm of Koala Haigou and explore the product iteration logic, all the core versions of Koala Haigou from V1.0.0 to V4.61.0 are iterated as follows:

The curve of the cumulative download volume of Kuchuan Android shows that in addition to the sudden increase and decrease in download volume caused by changes in market rules, Koala Haigou generally maintains a relatively stable growth trend.

The growth trend of Koala Ocean Shopping is close to the "S-shaped" curve of the Logical Stee growth model, and its product iteration is divided into three stages for analysis:

1. Phase 1: Start-up

From March 2015 to January 2016, V1.0.0 to V2.4.1 is the launch stage of Koala Ocean Shopping. This stage focuses on improving the basic functions of the product and polishing the product experience.

At this stage, the first step is to transfer the existing basic functions of the PC to the mobile terminal. Such as navigation, search, product details, payment and other series of essential functions of e-commerce platforms are gradually displayed on the mobile terminal. On the premise of meeting users' normal shopping, Koala Haigou has also set up some new functions, such as exclusive price on the mobile terminal, exclusive flash sale and exclusive mobile phone coupons, etc., which aims to cultivate users' habit of using the mobile terminal.

At the same time, in order to improve the user's shopping experience, Koala Haizhuang has made the following improvements:

(1) Before purchasing

In order to further facilitate users to browse and understand products, Koala Haigou optimizes product classification, adds horizontal channel navigation, and real-time search function to make it easier for users to find target products. A video function is added to the product details page. The video can show the situation of item purchases and brand advertisements. Through the video users can further understand product details and purchase with confidence. For the products users encounter during browsing, add a one-click collection function and include the wish list with one-click to facilitate the collection of products they like; at the same time, the product recommendation function is launched to personalize the products to increase the probability of users placing an order. For problems encountered during browsing, add online customer service functions and you can consult customer service at any time.

(2) Purchase

In order to improve users' purchasing experience and efficiency, Koala Haigou has added a one-page convenient shopping function, which can complete the entire process of order placing and shopping on the order page; it also launches functions such as merged payment functions, WeChat payment, etc. to facilitate users to place orders and pay, and improve users' payment efficiency.

(3) After purchase

Logistics tracking can see the direction of logistics movement in real time to reduce the anxiety of users waiting. Koala Haigou also launched the self-service order cancellation function, allowing users to complete the operation without queuing up for customer service intervention at the first time; adding personalized event information such as logistics arrival notifications and order reminders are added, and supporting domestic order invoice issuance, gradually meeting the various needs generated by users after purchase.

在此期間考拉海購也有一部分運營功能，比如新增商品活動卡片式分享功能，一張圖片包含了商品信息和二維碼鏈接等內容，并通過送優惠券的方式支持好物曬單分享，在商品支付成功后分享可以和小伙伴一起共享大紅包；上線并逐步完善考拉積分豆的各種功能，如：每天登陸簽到得積分、分享商品得考拉豆、考拉豆可以刮刮樂得優惠券。這些活動功能的持續推出能夠更好的拉新轉化，增強用戶粘性。

如圖，在2015年雙十一期間，考拉的下載量達到每日千萬以上。

考拉在初期核心抓住購物流程，豐富商品，獲得大量用戶，使考拉海購逐漸在海淘市場逐漸站穩腳跟，正處于發展階段。

2. The second stage: growth stage

2016年1月份之后，一直到2018年5月份，版本從V3.3.2更新到V3.16.0，為考拉海購的成長階段，這一階段目標主要為提升平臺用戶數。從下載量曲線也可看出，這一階段實際的用戶增長率也持續攀升。

在吸引新用戶方面，考拉海購拓寬分享渠道，不僅邀請好友下單獲獎勵，還上線拼團功能，通過拼團一元起、詳情頁展示拼團信息等方式，吸引用戶向好友提出拼團邀請，通過社交關系為平臺帶來了一波新用戶，同時為留住新用戶，向新用戶發放新人紅包，進一步提高轉化率。在此期間，參與各大主流電商節日：618海淘、黑色星期五、雙11狂歡購物節、雙12年終盛典等，并配合主流電商節日推出各種促銷活動，不斷的獲取新用戶。

考拉海購繼續優化基礎功能來提升用戶體驗，如：詳情頁優化、商品分類結構優化、在線客服功能優化等；除此之外，考拉還新增質保換新保險服務，在用戶購買時給足用戶安全感；為了減少用戶在支付過程中的各種顧慮，考拉海購開始支持分期付款，解決因大額商品對用戶日常生活造成的困擾；部分訂單支持用戶自主選擇順豐次日達能讓用戶根據自己的需求做出選擇，這些新功能的增加讓用戶有更好的購物體驗，提升了用戶的粘性。

為了進一步提升用戶的留存率，考拉海購還新增考拉會員卡功能，并通過會員卡折上折、會員優先享等讓會員用戶享受更多的會員專屬權益，更樂意在考拉平臺購買，提升了用戶忠誠度和購買頻次；上線AR娃娃機功能，用戶可以通過AR技術模擬實體抓娃娃的驚喜體驗，并有機會贏得神秘大獎，增加用戶活躍度。

同時，升級視頻直播，在直播中增加紅包雨功能，提升用戶粘性。考拉海購開始打造社區版塊，開啟“種草社區”作為用戶互動的版塊，有利推動用戶分享產品，互相種草，調動用戶的積極性、提升用戶粘性。并通過發放稅費、郵費優惠券和各種活動優惠券，降低用戶成本，刺激用戶下單。
在此階段考拉海購在用戶規模與產品功能完善上有了很大的進步，并在銷售額上取得亮眼成績。在2017年11月11日，考拉海購銷售額達2016年4倍。因此根據艾瑞數據顯示:考拉海購在2017年已經成為行業第一的跨境電商平臺，躋身七大電商的行列。

3. The third stage: mature stage

2018年6月到2021年11月，版本從V4.1.0到V4.61.0，這個階段是考拉的成熟期，持續優化產品功能提升用戶體驗，并拓展新業務。

2018年6月5日，網易考拉海購宣布更名為“網易考拉”，正式宣告進軍綜合電商市場。這次轉型并非是去跨境化，而是進一步拓展業務外延，意味著今后的網易考拉提供給用戶的精選商品將不局限于進口商品，而是包括中國在內的全球高品質制造，例如全新業務—全球工廠店，其中就不乏優質中國制造與世界頂級資源強強聯手誕生出的優異商品。

與此同時，考拉仍在不斷地迭代優化和新增功能來進一步提升用戶購物體驗，比如上線購物車找相似功能讓用戶更容易找到自己心儀的商品，方便了用戶挑選商品；購物車直接修改商品規格免去了用戶之前選錯商品還要進店重新選擇規格才能購買的問題；購物車和收藏夾商品的降價通知功能，讓用戶更容易做出購買抉擇，進一步提升購物轉化；評論區和種草社區都可以上傳視頻，增強用戶互動，有助于提升用戶活躍度和粘性。

除此之外，為了提高用戶的活躍度、粘性并促進轉化，考拉采取了一系列的運營手段：比如更加注重會員電商的運營，針對黑卡用戶配備了專屬人工客服來快速響應黑卡用戶的問題，提高會員購物體驗，再結合黑卡價、考拉黑卡日和返券福利等功能設計，讓用戶對平臺產生歸屬感，提高用戶對平臺的忠誠度；

為了吸引90后、95后這些跨境電商的主要消費群體，上線買TA與爬樹TV，通過新的內容運營、直播視頻運營豐富購物場景來提升用戶活躍度和購買意愿；為了進一步提高用戶粘性，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。

與此同時加大營銷活動力度，制造并參與了多類活動，如：515好物節、99拔草節、雙十一、黑五、雙十二、黑卡會員日和環球買手節等，進一步吸引用戶提高用戶活躍度和粘度，并通過豐富的優惠活動刺激用戶消費欲望，進而提高商品銷量。

根據艾媒咨詢發布的《2020-2021中國跨境電商市場研究報告》，考拉海購在跨境電商中市場份額排名第二，成功贏得了消費者的青睞。

4. Conclusion

整體來說，考拉海購迭代的節奏非常好。前期不斷完善產品基礎功能，打磨用戶體驗，并配以一定的拉新措施，驗證產品功能和體驗。待需求得到驗證后，進入快速成長期，開始大規模的運營推廣，參與主流電商活動，不斷的獲取新用戶；通過黑卡會員等增加用戶粘性，并上線直播和社區兩大模塊，提高用戶活躍度；與此同時，不斷升級產品功能，給用戶帶來更好的體驗。當用戶數達到一定規模之后進入成熟期，為了持續提升用戶數，一方面不斷優化用戶體驗防止用戶流失，另一方面開始拓展新的業務。

以上便是考拉海購的整體產品迭代分析。

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中的布局。

下圖為考拉海購V4.61.0產品結構的腦圖：

為便于分析，現從用戶、場景、需求、功能四方面對考拉海購的產品結構進行梳理可以得到如下表格：

因為移動端用戶為海淘消費者，所以要重點滿足消費者的潛在需求，我們將用戶購買商品的完整流程分為以下三個場景：

• 購買前：通過App了解平臺和商品信息；
• 購買中：看能否湊單優惠或解決購買問題最后結算購買；
• 購買后：想看物流進度以及不滿意進行退換貨。

1. 場景一：購買前

電商平臺的消費者可分為目標不明確和目標明確的用戶分別對他們的需求進行分析。那么購買前的用戶需求及考拉海購是如何滿足的呢？

（1）面向需求不明確的消費者

對于目標不明確用戶來講，他們需要先知道到底能在平臺買到什么樣的商品，同時還需要產生購買的欲望才能進行下一步操作。

在購買前消費者可能并不了解平臺售賣商品的類型，可以通過商品分類模塊詳細了解商品的種類以及平臺推薦的品牌等。

對于沒有購買目標只是在APP內閑逛的用戶：

價格不敏感的用戶:該類用戶會關注一些個性化的推薦，首頁的“猜你喜歡”精品推薦區可以很好的滿足這一需求；另外首頁的banner和自選區同樣為沒有購買目標且對價格不敏感用戶提供了很多購買選擇，可以方便用戶迅速找到心儀的商品。考拉還設置了“全球熱榜”模塊滿足用戶“從眾的心理”來刺激消費。“買TA”模塊和首頁的“考拉直播”可看到各大直播、短視頻推薦好物，并結合真實的使用場景和使用感受向用戶種草好物品，能讓用戶聯想到自己可能也有這方面的需求，刺激用戶下單。考拉海購將“買TA”作為一級功能放到底部導航欄中間位置，方便沒有明確購買目標的用戶查看。

價格敏感的用戶:此類用戶則可能會對促銷及優惠活動比較關注，此版本上線時間是黑五精選節，考拉海購在主菜單推出“黑五全球精選節”的活動。在首頁，用戶可通過“黑五精選”、硬核補貼找到性價比高的優惠商品；通過買TA直播列表可看到主播推薦的活動促銷期間的優質好物，較大的優惠力度和專屬紅包滿足了用戶對價格敏感的這一需求。對于會員用戶在購買前肯定有想知道會員活動的需求，考拉海購在首頁專門有會員活動、黑卡日來滿足會員用戶的這一需求。

對于想知道平臺商品來源和質量保證的用戶在首頁及商品詳情頁有正品保障說明，能讓用戶更加安心選擇考拉平臺。

對于想了解商品口碑的用戶，商品詳情頁的用戶評價模塊可提供參考，在設計用戶評價系統時，考拉重點突出了商品的好評率。還有問大家模塊，可以幫助用戶更清楚的了解商品的真實效果，整個查看購買用戶反饋的模塊設計可以提高用戶對商品的了解程度。

若購買前用戶想看自己之前看過的商品，在我的考拉里有瀏覽足跡、關注和收藏功能輕松幫用戶找到之前的瀏覽或關注過的商品，避免了用戶想買卻又找不到了的困擾。

（2）面向有明確需求的消費者

有明確需求的消費者可直接通過搜索模塊找到自己的目標商品，然后根據商品價格、商品評價等因素選擇確定要購買的具體商品；或者知道自己想要購買對應類型產品的消費者，可以根據搜索商品類型或者通過品牌類型列表進行逐級篩選。所以對于需求明確的消費者，考拉滿足用戶需求的重點放在搜索后的篩選上，通過分類和多種篩選器的組合，幫助用戶快速定位目標商品，減少他們的搜索時間。

上述提到的所有功能都能夠很方便的在考拉海購的首頁找到入口，因為對于新用戶注冊完之后直接進入首頁，用戶想了解的內容均可在首頁快速找到；對于老用戶，進入產品后首先看到的就是首頁，首頁上的一些活動專區會吸引用戶的注意力，并將用戶會用到的高頻功能放到一級導航欄，大大降低了用戶操作成本，因此上述這樣的設計是相當合理的。

2. 場景二：購買中

購買中的用戶需求及考拉海購是如何滿足的呢？

在購物車中，消費者可以添加、刪除商品，修改訂單信息，很好的滿足了消費者下單前的抉擇和變更行為；若>用戶還想再購買一些商品時，購物車的去換購、猜你喜歡功能滿足了用戶的這一需求。

購買中消費者一般會想以更低的價格購買商品，購物車和收藏夾中有商品降價提醒，可以以較低的價格買到之前心水的好物；

消費者還可以通過購物車頁面的湊單滿減、優惠券、考拉豆兌換優惠券、考拉豆抵錢、黑卡會員等降低商品價錢；

購買中用戶在結算前都會看看自己買的商品的詳情，購物車的商品詳情滿足了用戶的這一需求，用戶可以在購物車中查看自己購買商品的種類、數量和規格，并且可以直接修改商品數量和規格，而不必再進到商品詳情頁去，提高了操作效率；

訂單確認頁面可以滿足核對商品名稱、數量、價格的需求，并可查看是否有紅包、是否可以開發票等內容，頁面頂部的個人收貨地址已經填好默認地址，如需更改可以在此頁面直接修改即可，同時還有地址標簽例如：家，公司等，直接點擊操作即可選擇完成，方便快捷；

在最后的考拉收銀臺，用戶還可以根據自己的支付習慣及支付能力，選擇支付寶還是花唄分期等支付方式。

購買中的需求都在一級功能“購物車”里，并且作為使用頻率很高的核心功能，操作效率也大大提高，考拉海購將這些功能設置的非常合理。

3. 場景三：購買后

一般購買后消費者的需求就是售后相關了。我們將購買后分為發貨前、配送中、到貨后三個階段進行分析。那么購買后的用戶需求是什么以及考拉海購是如何滿足的呢？

（1）發貨前

發貨前，用戶可能會發現當前產品買錯了，或者有更合適的訂單方案，需要取消訂單。這時候通過自助客服模塊就可以第一時間取消訂單，節約用戶時間。購買后用戶想知道商品目前的狀態并希望盡早發貨，這些可通過我的訂單查看并提醒發貨；如果發現信息填寫錯誤，可以通過訂單詳情進行退貨重買或者聯系客服修改信息。

（2）配送中

在等待到貨的過程中，可以通過訂單模塊查看貨品目前的物流進度以及預測到貨時間，避免了用戶的焦急等待。

（3）到貨后

在物品到貨后，用戶發現物品有損壞，質量、圖文不符，以及對商品不滿意等問題，考拉在“我的考拉”一級功能模塊里提供了“退貨退款”、“售后服務”等功能，讓消費者滿意的解決商品出現的問題，減少訂單糾紛和消費者的不滿情緒。

在使用一段物品后發現很好用或者難用，想寫下自己對商品的評價分享給其他用戶，可以通過訂單管理模塊的評價功能寫下自己的評價供其他用戶參考。

當用戶使用商品后體驗很好想要再次購買，在我的訂單里點擊“再次購買”就可以實現再次購買該商品，方便快捷。

可以看到所有購買后需要的功能都放在了“我的考拉”模塊中，功能設置一目了然，方便用戶進行操作。

4. Conclusion

通過以上分析，考拉海購V4.61.0版本功能設計可以很好的滿足用戶購買前、購買中和購買后三個場景下的需求；考拉海購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，用戶體驗過程非常舒適人性化，整體來看產品設計很完善,可以算做是一款設計比較優秀的產品了。

7. Operational Path Analysis

The saying "Products are responsible for giving birth, and operations are responsible for raising them" also indirectly reflects the close relationship between products and operations.那考拉海購是如何運營這款產品實現快速成長的呢？

接下來我們用AARRR模型，來幫助我們分析考拉海購成立至今主要的運營行為，由于無法獲知具體數據，本次重點分析運營路徑和策略部分。

7.1用戶獲取（A）

為了拉新，考拉海購主要通過以下幾種方式：

(1) Internal drainage

考拉自2015年上線以來，依托網易內部生態圈7億用戶、200億現金流，從網易郵箱、網易新聞、網易云音樂、網易課堂、游戲端等內部產品中獲取巨大流量，通過較低的成本獲取新用戶。

• December 5, 2017: Fantasy Westward Journey players have a certain probability of triggering additional reward questions when participating in the imperial examination.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：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。

2019年9月6日被阿里收購后，考拉海購進入了阿里更強大的生態圈，大量淘寶、天貓和支付寶用戶也注冊成為考拉新用戶，有數據顯示在考拉并入阿里一個月后，考拉的新用戶注冊人數有大幅度增長。

（2）廣告引流

1) 電視廣告

• 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3》，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》，結合劇情任務設計并投放廣告；
• 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3》；
• 2018年4月，考拉海購冠名浙江衛視王牌綜藝《奔跑吧2》；
• 2018年4月，贊助湖南衛視慢綜藝《向往的生活2》；
• 2018年10月，考拉海購贊助熱門綜藝《明星大偵探4》；
• In January 2019, Koala Haigou sponsored the popular variety show "Youth With You".

參加或贊助知名綜藝節目，是最常見的品牌曝光方式，可以極大提高考拉的知名度。但是只提高知名度是不夠的，對于電商平臺來說，最難的就是如何在短時間內實現跨屏的引流，從電視端的觀看轉化為到手機端的下載、購買行為。考拉海購把突破的重心放在尋找觀眾的興趣點上（如：明星熱點、時尚潮流等），通過精準的綜藝投放再配合紅包等優惠活動從而實現電視端到手機端的引流。

2) 其他廣告

• 2017年5月，考拉海購與光大銀行合作在杭州武林廣場地鐵站進行了一波地鐵廣告推廣；
• 2018年3月，考拉海購通過國內多個樓宇刷屏機進行廣告投放，宣傳328周年慶、3.8女神慶典等活動；
• 2019年6月，考拉海購在愛奇藝投放618活動廣告，利用信息流廣告的形式做品牌推廣。

（3）明星代言

• 2020年考拉海購官宣寧靜成為考拉海購11.11代言人；
• In 2021, Koala Haigou officially announced that Zhang Junning was the preferred spokesperson.

明星本身自帶流量，可以利用明星的粉絲效應可以吸引一定的新用戶。

（4）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、與韓國高麗雅達成合作關系；
• 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5月23日，考拉海購與新西蘭國民品牌賀壽利升級戰略合作伙伴關系；
• 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；
• 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；
• On December 11, 2019, Koala Haigou reached a cooperation with global strategic cooperation brand ISDIN China.

通過品牌合作，考拉海購進一步保證了產品正品質量，能有效吸引到有這些品牌偏好的用戶。

（5）跨界合作

• 2017年8月14日，考拉聯合海南航空旗下喜樂航開設萬米高空洋貨店；
• 2017年8月15日，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年11月29日，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年11月22日，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年12月27日，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年3月26日，考拉海購與騰訊視頻攜手推出聯合會員計劃；
• 2019年5月9日，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年5月14日，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年6月24日，考拉海購攜手必勝客上線必勝客宅享卡聯合會員；
• 2019年7月12日，考拉海購聯手手游《陰陽師》，首發定制美妝系列；
• 2019年8月28日，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年11月13日，考拉海購宣布與支付寶聯合推出“考拉黑卡輕會員”；
• 2021年1月6日，考拉海購聯合醉鵝娘推出黑卡會員“每月訂酒”服務；
• 2021年8月17日，考拉海購聯合中檢集團推出“一物一鑒”新服務；
• 2021年8月24日，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。

通過跨界多個渠道的合作曝光能夠觸達更多用戶，吸引更多用戶來使用考拉海購。

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，考拉海購激發活躍用戶的方式主要有以下幾種：

直播和社區運營(如爬樹TV、買TA)，以年輕人喜聞樂見的直播、短視頻的方式吸引90后、95后這些主要消費群體，提高活躍度。

每日平價、硬核補貼和限時搶購等以每天都有優惠的方式吸引用戶使用；通過制造并參與各種電商節日，如：515好物節、99拔草節、雙十一、黑五、雙十二、每月21日考拉黑卡節等，以高頻、大力度的促銷活動來吸引用戶，在活動前會發送push消息給用戶告知活動優惠力度，促使用戶打開APP，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造價值。為了提升用戶的留存率，考拉海購采取了以下幾種方式：

簽到、積分等是電商行業常見的用戶激勵活動，在運營階段的目的是促活和留存。考拉海購也采取了考拉豆積分制的用戶激勵手段。考拉豆是考拉海購用戶的專屬積分，用戶可以通過每日登錄簽到，發表商品評價，參與活動，官方活動發放這四種方式獲取，用戶獲得的考拉豆可用于兌換考拉海購優惠券，抵扣部分商品金額及參與各類活動，這種激勵方式會使得用戶熱衷于通過每日簽到等不同方式獲取并積攢考拉豆。考拉豆的活動可以提高用戶每日的活躍和留存，極大地增強用戶粘性。

天天抽獎、考拉小鎮、考拉樂園、喂考拉和消消樂小游戲等日常活動以游戲的方式激發用戶興趣，并結合簽到領金幣、喂考拉升級得考拉豆等玩法來提升用戶活躍度和粘性。

考拉會員體系的返券系統會在用戶開卡的時候一次性返券，然后每月、生日都會定期返券，提高用戶在拿到券以后的消費意愿，提升用戶的粘性。考拉的黑卡會員還擁有商品黑卡低價和稅費、郵費的優惠券，以及享受會員優先享、會員黑卡日和專屬客服等優質服務，從而吸引用戶在需要購買商品時優先使用考拉海購下單，提高用戶粘性。

4. 提升收入（R）

關于提升收入的方法，我們在商業價值分析部分通過分析GMV說明了考拉海購提升收入的方法，在此不再贅述。

5. 分享傳播（R）

用戶推薦一方面產生自口碑傳播，另一方面則來自產品內的引導分享。這涉及到將營銷產品化，形成產品的一部分。例如，考拉海購APP中隨處可見的分享按鈕（分享到微信好友、朋友圈、微博等）以及邀請通訊錄好友下單獲得獎勵、邀請新用戶得紅包玩法和分享考拉商品海報、邀請好友助力養考拉等社交裂變營銷活動。

8. Conclusion

通過對進口跨境電商行業以及考拉海購的整體分析，我們可以得出以下幾個結論：

第一，政策、經濟、社會文化、技術等因素的共同作用推動了近幾年跨境電商行業的高速發展，并且在未來幾年將持續保持一定的高增長率。

第二，不管從融資規模還是業務模式上，考拉海購都有明顯的優勢。作為跨境電子商務的巨頭，考拉海購和天貓國際強強聯手，擁有強大的用戶基礎；核心業務也發展成熟，在正品保障、購物體驗和物流等方面要優于第二、三梯隊的產品。

第三，不管是作為消費者購買境外商品，還是瞄準中國市場的境外品牌商，如果沒有優質的第三方平臺，他們都會面臨諸多問題，而考拉海購完美的滿足了消費者和境外品牌商的核心訴求，這就是考拉在跨境電商戰爭中勝出的原因。

第四，考拉海購充分利用營銷心理學，大規模拉新，提高轉化率和客單價。使用戶對平臺產生依賴，推動搖擺用戶變為忠誠用戶，提高用戶粘性。

第五，考拉海購產品在初期核心抓住購物流程完善產品功能的同時運營也沒有落下，在海淘市場站穩腳跟。后來不斷完善用戶體驗，并憑借成功的運營和考拉“正品、低價”模式形成口碑，成為消費者海淘的首選。接著進行業務外延，旨在打造一個匯聚全球品質精品的綜合電商平臺。不管在產品迭代的哪個階段，考拉海購都沒有放過任何一個營銷細節和運營技巧，保持全方面發展。

第六，平臺很注重用戶在購買前中后任何有可能存在的細節需求，功能布局設計合理，使用戶體驗過程非常舒適人性化。

第七，考拉海購的運營路徑分為多個方面，重視廣告推廣和用戶拉新、促活、留存，并通過與境外品牌合作保持市場份額的高占比，穩住遙遙領先的地位。

以上是本文從行業、競品、用戶價值、商業價值、產品迭代、產品結構、運營路徑等7個部分系統地分析了考拉海購崛起背后的原因，可以看出考拉海購的快速成長是多種因素共同作用的結果。

九、未來展望與優化建議

通過以上分析，我們了解了考拉海購迅速崛起、穩居跨境電商第一梯隊的原因，那考拉未來將往何處走呢？接下來將使用SWOT模型來對考拉海購未來如何規劃進行分析：

1. 保證商品正品，避免此方面負面新聞

消費者對于跨境商品最在意永遠是正品問題，考拉海購對于自營商品應在供應鏈的管控上加大力度，從源頭上進一步保證正品；從以上的分析中可以看出，考拉海購若要持續獲得收益，需要做到以下幾點：

對于入駐平臺的第三方品牌商應在入駐時要嚴格把控審核流程，盡量避免劣質商家入駐，而一旦出現正品問題，那么對于商家要加大處罰力度來以儆效尤，避免同類事件的發生。同時，對于網絡上出現的一些負面評價，可安排人員定期查看、回復解答消費者問題及困惑，并及時跟進解決問題，從而提升用戶滿意度和口碑。

2. 從核心消費群體需求出發，增加商品種類

長期以來，由于主打自營直采模式，考拉的商品種類要少于其他競品。但可喜的是，目前考拉海購對品牌的吸引力已經有所提升，有更多品牌愿意與考拉合作。考拉海購主要瞄準中國的中產階層，隨著更多年輕人進入這個群體，海淘用戶的需求開始多樣化、個性化，因此考拉海購需要豐富商品種類，來適應不斷變化的消費者口味。

3. 提高平臺技術水平，降低成本，增加營收

由于考拉海購已經并入阿里集團，可以積極利用阿里集團的技術和組織框架。目前，考拉海購已經采用螞蟻區塊鏈技術，升級了商品全鏈路溯源系統。未來，還可以積極利用阿里集團已有的零售資源和物流配送體系，降低商品成本、運營成本，增加收益。同時可以嘗試提高商家的入駐比例，將保稅倉一部分租給入駐的商家來使用，提高保稅倉利用率，降低當前運營成本。

4. 加強平臺線下布局，實現線上線下雙線融合

跨境電商行業發展的最大痛點就是商品的正品保障，因此各類跨境電商平臺都在加強線下門店的布局。平臺通過線上賦能線下，線下引流線上，實現雙線貫通。未來跨境電商線上線下之間的融合將不斷加深，因此考拉海購要更加注重商品池、數據鏈條的打通，并利用科技來助力提升用戶體驗。

5.完善社區功能，使其充分發揮作用

“買TA”社區是新升級的一個功能，側重社區種草和視頻直播，但是商業化痕跡太重，社區氛圍不夠濃厚，無法激起消費者的興趣，目前活躍人數不太理想，應進一步加強此板塊的運營，多多鼓勵用戶參與和分享，針對優質內容還可以給予一定獎勵，保證優質內容的持續輸出，進而營造良好的社區氛圍。

“買TA”社區的頁面布局設置不太好，點進去后只能下滑來尋找感興趣的商品，可操作空間太小，是一個被動接收信息的過程，全程依靠考拉算法來向用戶推薦感興趣商品，對于有明確需求的用戶不太友好，很難直接找到自己感興趣的內容。建議可以在種草文章、視頻、直播內容豐富后，嘗試添加分類，搜索等基礎功能，方便用戶查看；并且優化”買TA“社區的內容展示規則，便于針對不同用戶進行更精準的種草推薦。

6. 提升會員服務和轉化率，發展自己的核心競爭力

目前的考拉海購要轉型成為會員電商，因此將留存用戶當作重點服務對象。這部分人對價格的敏感性相對沒有那么高，但是卻更重視從產品選擇到售后服務整個購買過程的體驗，因此服務好目標群體，提高其滿意度，才能保證高復購率和用戶留存。

考拉海購還需要在會員體系上下功夫，讓更多用戶轉成黑卡會員并愿意持續續費。目前，考拉海購已經不斷升級黑卡權益、設立會員日，接下來還需繼續提升權益、推出其他的活動提升會員轉化率。

可以突出強調會員與非會員的差別所在，加大會員優勢的曝光度。比如在首頁增加黑卡會員入口，可以吸引用戶注意力并使其快速了解到會員專屬權益；在評論區增加會員評論的曝光度，營造出大家都開通會員的氛圍，并在商品詳情頁底部增加“開通會員”按鈕，引導用戶開通會員；在購物車結算頁面增加會員免運費以及會員考拉豆多倍積分等提示，引起用戶對會員權益的注意，進而提升會員轉化率。

還可以加大會員差異化，增加月費會員、季度會員以及“0元試用30天”等多種選擇，先培養用戶的付費會員的消費習慣，低成本享受會員待遇奠定基礎后，再主推黑卡年費會員。

完善的會員服務體系和較大的會員規模可以成為考拉海購有別于其他跨境產品的核心競爭力。

作者：汪仔9120

來源：汪仔9120