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韩直忠:对俄跨境贸易“挑选”物流商:卖家,你可别“雾里看花”!
文章来源:供应链时代      作者:scmsc      时间:2015/5/22 10:11:28

拿中俄跨境贸易来说,一般情况下物流和清关成本占到整体贸易交易额15-30%不等。这是个很大比例,几乎和供应链和营销成本持平了。

  物流重要吗?当然!

  拿中俄跨境贸易来说,一般情况下物流和清关成本占到整体贸易交易额15-30%不等。这是个很大比例,几乎和供应链和营销成本持平了。

  这么重要的事情,卖家一定要花很大精力来做吗?这个倒未必。空气和水资源的保护也关系到我们到健康,但是我们没必要过分关注,因为有更专业的公司去做了。或者换句话说,其实我们过分关注也没用。我们左右不了。

  其实,市场经济的最大贡献就是市场会相对合理的配置资源。我们身处市场,就要学会利用市场配置资源,为我所用。

  我的意思是,您作为工厂或卖家,一定要找到可以信任的物流服务商,这是最重要的。就像物流服务商不可以去做电商一样,充分竞争的市场趋势是专业化分工细化,市场竞争不允许万能公司的存在。

  那么,怎么选择一家合适的中俄跨境物流服务商呢?作为XRU的营销总监,我当然想说选我们就好了!不过,实际情况是合适的才是最好的,XRU未必是最适合您的。作为企业总监,我自己审视自己公司的时候,也是战战兢兢、诚惶诚恐,也觉得是漏洞百出,我们之所以能生存下来,不是我们多好,是市场竞争的结果和同行放我们一马而已……

  平台卖家如何选择物流商?

  平台卖家应该选择什么样的中俄物流服务商?看您的策略。如果您想在平台上挣钱(强势供应链 流量还是可以挣钱的),那么选最便宜的;如果您想在平台上吸引流量,把平台当成营销平台,那么就要选一些更好服务的物流服务商。XRU有自己差异化“经济快递”服务(呵呵,这是广告),可以考虑下。

  独立网站如何选择物流商?

  独立网站该如何选择呢?我不知道该选择什么,但是不建议选择和平台同质化的物流服务。为什么?独立网站之所以能生存下来,一定是因为和平台不同。这表现在产品差异、营销差异、服务差异。差异化应该是贯穿独立站所有经营过程始终的策略和动作。

  要分析竞争对手,要用有限资源创造完全不同的有竞争优势的价值。我推荐选用“海外仓”和“经济快递服务”。这样可以在用户体验和其他延伸服务上保持优势,比如针对小B客户的代收款,比如退换货,这些都是平台暂时做不到的,所以独立站根据自己差异化的战略诉求来选择差异化的物流服务。

  B2B2C工厂又该如何选择物流商?

  最后说一说B2B2C的工厂该怎么选择中俄跨境物流服务商。物流服务一定要配合工厂的营销策略。如果工厂只是加强生产方面的投入,那物流服务千万不要自己搞,跨境物流很复杂,涉及两国海关和相关避税政策,如果您的精力集中在生产领域,那么物流让客人自己负责好了。

  但是,如果工厂想要进入俄罗斯,在俄罗斯打开一片天地,就要根据您的目标客户需求来设计物流方案和选择物流服务商了。目前,中俄跨境贸易碎片化的趋势十分明显,也就是说工厂不得不面对更多的小B客户了,所以要选择的物流方案我推荐三种:陆运零担;空运专线;经济快递。30公斤以下的可以选择XRU经济快递产品,其他选择我们针对B2B的方案。所有方案都支持货到付款和代收货款服务。

  “省心”与创新的物流商才是最好的

  纵观上面的分析,您可能会觉得比较空泛,篇幅有限我不能把我们的方案和产品一一介绍,但是我以一个中俄跨境物流十年从业者的身份,深刻感觉到物流服务商和卖家之间需要信任和理解。卖家必须选择一个“省心”的服务商,但是有的服务商确实不让人省心,相濡以沫不如相忘于江湖,要真的“省心”,物流服务商必须有以下的系统能力:

  第一,所有流程即时可视化:即时可视化是基本要求,否则服务商和卖家,卖家和买家都会出现信息不对称,也无从信任,更别谈“省心”了;

  第二,要有开放的信息接口:信息无缝的对接和传递,对于买家、卖家和服务商做出正确判断和决策至关重要。

  第三,成熟的应急预案:中俄跨境物流战线长,过程复杂,难免有问题,当出现问题的时候服务商是否有应急预案,是否有赔付能力,是否有主动承担责任的决心和快速反应流程等等也至关重要。

  物流服务商绝不是中间拉拉皮条,买一套4px的系统,就万事大吉,就可以开张营业了;更不可能依靠手上政府关系或者其他资源就可以服务好卖家了。物流服务商必须有利用资源创造价值的能力和团队,以及不断替代和完善的系统,物流服务商也要创新。

  若要我推荐中俄跨境物流服务商,只有一句话:请选择有创新能力的。

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