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跨境电商将走向何方?

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5月21日,始发自德国汉堡的中欧班列“长安号”首趟跨境电商物流专列驶入西安国际港务区西安铁路集装箱中心站。这种跨境电商方式,在国人看来还是比较新鲜。不过在我看来,在未来,这很可能会成为一种趋势,因为任何一种交易的产生,都来自于市场需求。


近年来,随着中国与国外更多的经济交往,旅游、商务需求兴起,越来越多的中国人走出国门。人们发现,国外的产品,质优价廉,于是,海外代购蔚为热潮,海淘、微商、跨境电商快速崛起。但是,经常买进口商品的你有没有想过,你购买的进口货到底是怎么运来的,需要多长时间,路上发生了什么,是否真的是从国外来的,还是“出口转内销”的冒牌货?


实际上,随着代购的兴起,与此同时,假货也应运而生。无疑,有什么样的造假需求,就有什么样的造假供给。这些造假是系统性的,从产品本身,到包装、再到国外购物小票、国外的商城海报、甚至通过海关的手续,都一应俱全,具有很强的迷惑性。这些造假者还主动出击,去诱惑那些本来老老实实从事代购的人。


人们为什么要去海外买?除了价格因素之外,很大程度上,是相信海外生产的商品更加优质,更加安全。本质上,是相信当地的监督制度能够保证品质,相当于一种制度封印。但是,这种品质,需要的是全程无缝监管,一旦有任何一环脱离了监管,“制度封印”就失效了。比如,私人带回这个过程,是无法监管的,在代购链条中充斥着系统性造假的时候,更是如此。正如中国乳业俱乐部发起人雷永军就认为,很多妈妈从跨境电商平台上购买进口奶粉,反倒使不规范的电商平台,为非法商贩销售假冒奶粉提供了途径。


有观点认为,这是监管不足造成的,但是,即便国家建立无缝的从内容到包装的监管,但小而散的代购本质上是为了避税,不可能在这种监管体系之中。比如,海关不可能去零散地检查旅客随身携带的每一罐奶粉。小、散、乱的海外购买渠道,藏着太多猫腻。在这种情况下,真正理性的消费态度应该是,避免代购,选择跨境电商。


实际上,市场提供了这种无缝的过程:大型企业进口,正常报关,全程处于监管之下。这个过程,作为一种信号呈现给消费者的,就是商誉,这正是大型跨境电商的优势所在。随着亚马逊、谷歌等大公司逐步进入,势必会给本地经营者带来更多的培育。京东也开通了从汉堡到西安的精品专列,试图打造“一带一路”上的移动仓库。进入国门之后,可以直接发往全国各地保税仓或区域中心仓,实现全程信息共享。


随着中国更多的进口国外的商品,在满足这一需求的过程中,会出现很多的技术创新、新的商业模式去满足消费者更高的需求,移动仓库这种模式,也会不断出现,改造我们的生活。