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这是美国成为阿里巴巴出海全球B2B电子商务第一站的原因! |出海美国电商岛群第17期

2020-01-06 21:20:44

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对B2B电子商务的信任对于买卖双方都至关重要,并且随着越来越多的企业要求在线进行交易,像Alibaba.com这样的B2B电子商务平台将自己定位为这种买卖双方信任的促进者。

 

电子商务集团阿里巴巴集团(Alibaba Group)的业务部门阿里巴巴(Alibaba.com)在其中国本土市场最为人所知,在该市场中,供应商可以接触到大约1000万个商业买家,其中大多数是跨境的。

 

现在,阿里巴巴正寻求扩大其国际影响力。该公司正在向北美的供应商开放其平台,这将成为进一步全球扩张的试验场。但是,随着B2B贸易跨越国界扩展,风险增加,并且出现了更多障碍,可能危及买卖双方的信任。

 

北美阿里巴巴B2B付款,融资和保护负责人Kivanc Onan最近与Karen Webster谈了阿里巴巴降低这些风险的战略,其中支付和金融技术是公司国际增长战略的关键组成部分。

 

国际野心

 

来自全球的商业买家一直在使用Alibaba.com平台来采购商品:Onan表示,其1000万买家中的大多数来自中国境外,其中约三分之一在美国。

 

北美市场无疑是该公司的战略市场,奥南(Onan)指出了使美国买家和卖家能够使用该平台并支持阿里巴巴国际化努力的重要性。

 

该公司对韦伯斯特说,作为阿里巴巴市值最高的市场,美国将成为世界其他地区的“试验场”。从历史上看,虽然非中国供应商可以使用阿里巴巴来销售商品,但该平台的界面是针对中国供应商量身定制的。因此,该公司向北美的扩张需要针对卖方的量身定制的用户体验,重点放在界面和语言上,以解决B2B电子商务领域中最大的摩擦点。

 

Onan表示:“在跨境和国内两种情况下,在B2B领域都存在很多摩擦。”

 

但是,在针对新的地理市场时,语言和用户体验并不是唯一要考虑的因素。正如Onan所说,全球各地的付款习惯各不相同。

 

他说:“存在多个方面的支付摩擦。”他补充说,当跨境贸易和小型企业之间的贸易摩擦更加显着。

 

供应商付款安全

 

Onan说,在跨国界的买家和供应商之间建立信任关系是阿里巴巴成功扩展到北美市场的关键,而付款是该战略的关键部分。

 

阿里巴巴(Alibaba.com)集成了小型企业在线贷款平台Kabbage的“以后付款”功能,该解决方案为小型企业买家提供融资,同时使小型供应商能够更快地获得付款。

 

这是该公司致力于解决可能侵蚀买家和供应商之间信任的最大问题之一的一部分:逾期付款。

 

在对美国1000家小型企业的最新调查中,PYMNTS计算出未偿还的应收帐款缺口为3.1万亿美元,这在小型供应商等待买家付款时给其带来了巨大的财务压力。

 

Onan强调说,当不同地理位置的贸易伙伴彼此不认识时,降低延迟付款的风险对于建立信任至关重要。

 

他说:“在线企业的现金周期可能非常长,比其他传统的小企业交易市场要紧张得多。”他补充说,Kabbage使阿里巴巴网站能够“最小化供应商的现金负担”,同时增加增值服务通过物流供应商等其他第三方来缓解中小型企业向全球买家群在线销售的最大挑战。

 

买家的力量转移

 

关于供应商延迟付款的讨论通常发生在小供应商向大型公司购买者出售的情况下。但正如奥南指出的那样,阿里巴巴网站既关注小企业买家,也关注卖家。而且,当中小企业处于B2B平衡的两边时,卖方并不是唯一陷入权力斗争的人。

 

他说:“中型,大型企业会提供贸易条款,例如'我会在90天内付给您'。” “如果您是沃尔玛,则可以做到,如果您要出售给沃尔玛,则愿意接受。但是,如果您是一家小型企业,可以随处购买,那么很难同意这种付款方式。通常,您需要先付定金,或者在付款后再付款。”

 

小企业买家的财务负担可能非常大,特别是如果要求公司先付款,然后等待30或45天才能实际到达货物,则尤其如此。

 

Onan表示,虽然整合Kabbage的Pay Now解决方案对需要加速现金流的供应商来说很有价值,但Onan表示,实际上,小型企业买家对购买的可负担资金需求最高。

 

尽管此融资可以通过确保及时向供应商付款来建立信任,但Onan补充说,像Alibaba.com这样的第三方平台可以降低买方和供应商的风险-在质量控制,交付保证方面解决争端–有助于增进贸易伙伴之间的信任,同时还通过提高透明度来降低融资成本,以实现更稳健的承销。

 

在谈到阿里巴巴的两个十年历史时,奥南表示,该平台直到最近几年才将重点转移到成为领先的B2B交易平台。随着公司采取更多措施跨越国界,不仅要接触新的业务购买者,还要接触全球供应商,提供定制的,熟悉的体验的能力是成功的关键。

 

展望未来,Onan说,随着公司继续专注于全球扩张,通过增值支付和金融服务建立信任将继续是重要的增长战略。

 

美国电商活动分享报名

             

 

Alibaba.com On Why US Is The ‘Testing Ground’ For Global B2B eCommerce

 

Trust in B2B eCommerce is critical for both buyer and suppliers, and as more businesses demand to conduct trade online, B2B eCommerce platforms like Alibaba.com are positioning themselves as facilitators of this buyer-supplier trust.

 

Alibaba.com, a business unit of eCommerce conglomerate Alibaba Group, is best known in its home market of China, where vendors gain access to an estimated 10 million business buyers, most of which are across borders.

 

Now, Alibaba.com is looking to expand its international reach. The company is opening up its platform to vendors in North America, which will become a testing ground for further global expansion. But as B2B trade expands across borders, risk heightens and more obstacles emerge that can jeopardize that buyer-supplier trust.

 

Kivanc Onan, head of B2B Payments, Financing and Protection for Alibaba.com, North America, recently spoke with Karen Webster about Alibaba’s strategy to mitigate those risks, with payments and financial technology as key components of the company’s strategy for international growth.

 

International Ambitions

 

Business buyers from all over the globe have been using the Alibaba.com platform to procure goods: Onan said most of its 10 million buyers come from outside of China, and about one-third are in the U.S.

 

The North American market is undoubtedly a strategic one for the firm, with Onan pointing to the importance of enabling U.S.-based buyers and also sellers to wield the platform and support Alibaba’s internationalization efforts.

 

As Alibaba’s highest-value market, the U.S. will serve as a “testing ground” for the rest of the world, the company told Webster. Historically, while non-China vendors could use Alibaba to sell goods, the platform’s interface was tailored to Chinese suppliers. As such, the company’s expansion into North America requires a tailored user experience for sellers, with a focus on interface and language, in order to address the biggest friction points in the B2B eCommerce arena.

 

“In the context of both cross-border and domestic, in the B2B space, there’s a lot of friction,” said Onan.

 

But language and user experience aren’t the only factors to consider when targeting a new geographic market. As Onan explained, payment habits vary across the globe.

 

“There is payments friction on multiple fronts,” he said, adding that this friction grows even more prominent when trade occurs across borders, and with small businesses.

 

Supplier Payment Security

 

Establishing trust between buyers and suppliers across borders will be key to Alibaba’s success in expanding into North America, and payments are a key part of that strategy, Onan said.

 

Alibaba.com has integrated the Pay Later capability from small business online lending platform Kabbage, a solution that provides financing for small business buyers while enabling small suppliers to get paid more quickly.

 

It’s part of the company’s effort to tackle one of the biggest problems that can erode trust between buyers and suppliers: late payments.

 

In a recent survey of 1,000 small businesses in the U.S., PYMNTS calculated a $3.1 trillion gap in outstanding receivables, which places immense financial pressure on small suppliers as they wait for payment from their buyers.

 

Onan highlighted that when trading partners in different geographic locations are unknown to each other, easing the risk of late payments is essential to fostering trust.

 

“Cash cycles can be extremely long for online businesses, more intensely than the rest of the traditional small business trading market,” he said, adding that Kabbage enables Alibaba.com to “minimize the cash burden” on suppliers while adding value-added services through other third parties like logistics providers to ease SMBs’ biggest challenges of selling online to a global buyer base.

 

Buyers’ Shifting Balance of Power

 

The conversation of late supplier payments often occurs in the context of small vendors selling to large corporate buyers. But as Onan pointed out, Alibaba.com is focusing on small business buyers as well as sellers. And when SMBs are on both sides of the B2B equation, vendors aren’t the only ones stuck in a power struggle.

 

“The mid-sized, very large businesses give trade terms – say, ‘I’ll pay you in 90 days,'” he said. “If you’re Walmart, you can do that, and if you’re selling to Walmart, you’re willing to accept that. But if you’re a small business buying from anywhere, it’s really hard to agree to that type of payment term. You’re often required to make a down payment, or make a payment before it gets shipped out.”

 

That financial burden on small business buyers can be significant, particularly if a company is required to pay upfront and then wait 30 or 45 days for goods to actually arrive.

 

While integrating Kabbage‘s Pay Later solution is certainly valuable to suppliers in need of accelerated cash flow, Onan said it’s actually the small business buyers that have the highest demand for affordable financing of their purchases.

 

And while this financing can foster trust by ensuring that suppliers are paid in a timely manner, Onan added that the ability for a third-party platform like Alibaba.com to mitigate risk for both buyers and suppliers – in terms of quality control, delivery assurance and dispute resolution – helps to foster trust between trading partners while also lowering the cost of financing via greater transparency for more robust underwriting.

 

Over Alibaba.com‘s two-decade history, Onan said that only in the last several years has the platform shifted its focus to becoming a leading B2B trading platform. As the company takes additional steps to expand across borders, reaching not only new business buyers but also global vendors, the ability to provide a tailored, familiar experience is key to success.

 

Looking ahead, Onan said, as the company continues to focus on global expansion, fostering trust through value-added payments and financial services will continue to be an important strategy for growth.


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