On November 5th, the 7th China International Import Expo (referred to as the "CIIE") kicked off at the Shanghai National Convention and Exhibition Center, and Yu Junrui also embarked on his journey to the CIIE for the first time as the President of Baozun E-commerce.
When asked about how to view the current competitive landscape of the global e-commerce industry on the international platform of the CIIE, Yu Junrui told a reporter from the International Finance News, "In the global B2C e-commerce industry, giants such as Amazon, Alibaba, and JD.com occupy important positions. These companies continuously enhance their competitiveness and compete for market share through technological innovation, brand building, supply chain management, and other advantages. At the same time, emerging platforms such as Temu and Shein are showing explosive growth and may reconstruct the market pattern. However, global e-commerce still depends on the Chinese market because the Chinese e-commerce market has high penetration rate and continuous innovation
As a leading domestic e-commerce outsourcing enterprise, Baozun E-commerce's core business is to provide one-stop e-commerce solutions for brands, with customers including more than 450 internationally renowned brands such as Nike, Philips, Panasonic, etc. In September 2020, Yu Junrui joined Baozun Group and was appointed as the President of Baozun E-commerce in 2022, responsible for the comprehensive operation of all business departments under the E-commerce Business (BEC).
"This is my second time to participate in the Expo, and I personally felt that the warm atmosphere at the site was only increasing." Yu Junrui was inexpressibly excited. He told reporters that this year, Baozun E-commerce actively participated in the Expo, including ALDO, a Canadian fashion brand that took Baozun as the general agent in Greater China for the first time, and NUXE Oushu, a French essential oil skin care brand that was the general agent of Manson, a brand management company under Baozun in Chinese Mainland.
Yu Junrui emphasized that Baozun E-commerce has always been committed to providing comprehensive e-commerce solutions for domestic and foreign brands, promoting their expansion and development in domestic and international markets. This CIIE not only provides a platform for Baozun E-commerce to showcase its strength and brand influence, but also provides valuable opportunities for it to deepen cooperation with domestic and foreign brands and expand its market.
When the outside world mentions Baozun, the first thing that comes to mind is the term 'global brand digital business partner'. "With a deep understanding of the e-commerce service industry, Yu Junrui said in an interview that for international brands, the key to success in the Chinese market lies in a deep understanding of Chinese culture and developing strategies that meet the needs of Chinese consumers. In this process, Baozun's comprehensive, all channel, one-stop business solutions can help the brand stand out in the fiercely competitive Chinese market, win a wider market share and deep consumer love, making it easier for its Chinese business to land." Participating in the CIIE is also hoping that more international brands can get to know Baozun
At present, Baozun E-commerce's plan to help international brands land in the market is very mature. In addition to the traditional consignment business, the brand matrix of Baozun E-commerce's distribution and general agency business has already included multiple internationally renowned brands, such as North American century old home cleaning brand BISSELL, British home goods brand Joseph Joseph, French beauty and skincare brand Oushu NUXE, and Canadian fashion brand ALDO. According to Yu Junrui, Baozun currently has multiple high potential distribution and general agent projects under negotiation and promotion.
However, doing cross-border e-commerce is actually solving a series of complex exam questions. In the face of increasingly diversified and personalized consumer demand, for international brands eager to enter the Chinese market, how can Baozun E-commerce gradually establish a deep understanding in the minds of target consumers from scratch, from unfamiliarity to familiarity? How can we cleverly lead consumers to deeply understand and recognize the charm and value of the brand?
In response to these challenges, Yu Junrui proposed a strategy for Baozun: brands from different categories and industries have distinct consumer groups, shopping habits, preferred shopping platforms, and purchasing chains. Therefore, Baozun adopted a highly differentiated operational model and business strategy during the agency process.
"In terms of standard products, taking Philips, the 3C digital brand, as an example, our focus is to help the brand expand online omni channel business. Since the Baozun team helped Philips open the official flagship store of Tmall in March 2008, Baozun has actively helped the brand grasp the new trend of China's e-commerce industry, explore omni channel practice, and Philips' healthy life business has now covered mainstream platforms such as Tmall, Tiktok, Pinduoduo, etc." Yu Junrui further explained and analyzed that for non-standard products, taking Canada's fashion brand ALDO as an example, Baozun's focus relies on its accumulated experience in e-commerce platform operation, technology system, logistics, digital marketing, and other aspects for many years. and comprehensive advantages to quickly help brand integrate online and offline channels. In just three months, Baozun helped ALDO to open flagship stores and channel operations across multiple e-commerce platforms and systems, including Tmall, Tiktok, Little Red Book, Vipshop and WeChat applet. In June this year, Shanghai Globeport launched ALDO's first offline brand flagship store in China, and opened a second offline retail store in Shenzhen at the end of September.
Through induction and summarization, the Baozun team has developed a methodology for the i-MORE framework. This methodology is divided into four parts: Dynamic Merchandise, Connected Omni channel, Reliable Supply chain, and Unified Experience At the end of the interview, Yu Junrui concluded that only the perfect combination of people and technology, team operation and technical capabilities can truly promote the new growth of brand omnichannel business.