First, the "koala model" reduces the intermediate cost. Netease koala directly connects with overseas brands and distributors, and the purchased goods directly enter the domestic bonded area or Netease overseas warehouse, saving transportation costs at home and abroad. It can save 20% to 44% of the cost, and koalas only need to bear additional operating costs. In order to realize the slogan of Netease koala "live a better life with less money" and promote the dual upgrading goal of consumption and life.

Second, there are many kinds of bulk purchases. With the support of Netease's strong financial resources, Netease Koala Sea Purchase obtains the wholesale price through a large number of purchases, and then grasps the pricing power of goods to ensure that domestic consumers can buy high-quality goods at a price close to wholesale.

Third, make full use of tax advantages. Under the general import trade mode, goods need to pay customs duties, value-added tax, consumption tax, etc. Cross-border e-commerce can enjoy national tax incentives, and imported goods only need to pay postal tax, thus forming a price advantage. As a cross-border e-commerce, Netease koala can enjoy zero tariff, value-added tax and consumption tax, and still enjoy a 30% discount compared with traditional imported goods.

1 and Netease koala have not only gained considerable market share, but also established a good reputation in the industry and a strong sense of user identity since they were launched on 20 15. Netease koala ranked first in the retail sales of cross-border e-commerce business in China on 20 16, accounting for 2 1.6%, far ahead of Tmall International and Weipin International. 20 16' s double eleven, Netease koala surpassed 20 15' s double eleven sales in just 23 minutes, creating a miracle of 1 hour sales breakthrough10.5 billion. On the day of "Black Friday", the sales of Netease koala ranked first in several bonded areas.

client base

2. Netease Koala Target customer orientation is the main force of new consumption, a middle class pursuing high-quality life and a young consumer group paying attention to product quality and safety. After 80s and 90s, consumers' attention has changed from the previous concern about price to the current concern about the safety, quality and variety of goods. Netease koala complied with and paid close attention to the psychological changes of consumers and formulated an effective business model.