【编者按】黑五，一个美国线下零售的促销日，在今年却被捧成了一个类似“双十一”的跨境电商大促节日。有的商家处以异常兴奋的状态，认为黑五才是代表跨境电商的节日，期待黑五当天销量成果能比美双十一，也有的商家却认为跨境电商应该回归冷静，在双十一后把握自己市场截止，并不一定要硬挤在黑五抢占市场。而陆杰喜，澳大利亚前总理女儿，兼Jessica’s Suitcase创始人却认为，对于跨境电商而言，双十一比黑五更重要……
背景资料
陆杰喜，澳大利亚前总理陆克文女儿，也是澳洲有机协会的形象大使以及澳洲知名作家。在今年六月，陆杰喜在天猫国际开设第一家跨境电商旗舰店，销售产品以母婴产品为主，在今年十月份，陆杰喜在京东全球购开设另一家跨境电商旗舰店。
对话实录
要做爆款先抓质量
亿邦动力网：对于中国的跨境电商市场，母婴是非常热门的类目，几乎绝大部分的跨境电商都会销售母婴产品。对此，你觉得JESSICA‘S SUITCASE有什么优势去跟中国众多的商家进行比拼呢？
陆杰喜：实际上，我对其他的商家并没有兴趣，我只关心我们的顾客。Jessica’s Suitcase目前只专注于把真正优秀的澳洲产品引入中国。而在做跨境电商业务的时候，Jessica’s Suitcase通过两个不同点来区别于其他商家。
第一，目前中国跨境电商有很多卖家售假，也有一些卖家把一些在澳洲本地并不出名的品牌产品塑造成“伪爆款”，然后再卖给中国的消费者。跟这些商家不一样，Jessica’s Suitcase上卖的商品都是一些我们信任的，愿意给自己和家人使用的产品。
第二，Jessica’s Suitcase不会从经销商和零售商内进行采购，而是直接通过我自己的关系链直达品牌方从而获取第一手货源，确保货源的真实性。实际上，我认识的很多澳洲品牌方根本都不知道自己的产品在中国被一些代购和大平台上的一些不道德的商家在卖，这些产品的货源非常混乱。
我们会在我们天猫和京东的Jessica’s Suitcase旗舰店上呈现所售产品的品牌授权，让我们的消费者确信自己买的是真品，以此获取他们的信任。
亿邦动力网：在中国，有个爆款的概念，指在产品推出到销量飙升所需时长很短的产品。你觉得跨境电商的爆款是怎么形成的？中国平台能自生成爆款么？还是需要商家去推动的？
陆杰喜：作为一个网购达人，我可以清晰地告诉你，在做购买决定的时候，我是跟加相信我的朋友，而不是我平常购物的电商平台的推荐，所以爆款靠的是口碑。
所以，我认为，要塑造一个爆款，靠的是两点：足够好的产品质量和一个合适的让消费者信服的价格。
基本上，如果一个产品非常便宜但质量不好，这个产品的高销量是不会持久的。因此，我们认为，如果我们专注于提供高质量且价格适宜的商品，爆款效应会自然形成。
名人效应对跨境电商有用么？
亿邦动力网：名人效应能产生爆款么？作为一个名人，怎么利用自己的优势去吸引客户增加销量？
陆杰喜：说实话，无论你是谁，如果消费者不喜欢你的产品，他们是不会买单的。
实际上，我认为中国的消费者是世界上最聪明的消费者，他们对于购物是非常理性的，会评估并且审视自己每一次掏钱包购物的行为。所以我觉得名人效应的作用并不会非常强。而且现在消费者已经越来越厌倦这种很明显的明星商业代言行为，而是更希望与产品有一个更加真实的连接。
对于我自己，我会利用自己的微博来推广自己的店，但这也是为什么我的中文差的原因。
亿邦动力网：相较澳洲，你觉得名人效应和明星效应在澳洲能走通么？为什么在中国可以在澳洲不行？
陆杰喜：在澳洲，一个付费的广告通常都会被标明是推广的。比如我们在一个杂志上读一个付款营销的产品介绍文章时，杂志会表明这是一个推广广告。相对应，如果一个名人代言一款产品，他们也会明确表明他们是收了钱做推广的。
当然，在我们的旗舰店内，没有一款产品是付费叫我推荐的，我们都是直接采购意向我们喜欢的产品然后卖给我们的顾客的。我拒绝一些欺骗消费者及假装自己喜欢但实际上却不受的营销行为。
双十一比黑五重要
亿邦动力网：你怎么看待黑五和双十一？对Jessica’s suitcase而言，这类促销节日的意义是什么？
陆杰喜：我们刚刚结束我们双十一的促销活动，结果让人震惊。我根本不能相信我的销量节日会有这么高。虽然我知道双十一会有很多中国消费者进行网购，但结果还是把我吓倒了！增量非常明显，交易量也非常高。我认为双十一对于每个人而言都是一个非常让人兴奋的促销节日。因此，我对黑五的结果非常期待。但唯一让我纠结的是，黑五大促又是一个苦活啊！
亿邦动力网：那你认为，对于跨境电商而言，黑五更重要还是双十一更重要？
陆杰喜：我觉得双十一更重要。因为双十一在黑五之前，其给黑五定下了一个基调。我认为双十一能告诉商家哪些商品是人们更需要的以及更好卖的。
亿邦动力网：你觉得跨境电商在面对大促的时候应该关注的是什么问题？跨境电商在这种大型的促销活动会遇到什么难点？
陆杰喜：对于大促，我觉得价格是至关重要的。如果你的价格不吸引，消费者不会买单的。但是有一点很重要，就是让消费者在双十一之前对我们的商品有足够的信心。要让他们在10号午夜前知道我们的产品并且相信我们产品的质量。
京东和天猫都爱
亿邦动力网：你怎么看到中国的跨境电商发展呢？
陆杰喜：我觉得中国的跨境电商政策无论对中国还是外国品牌都是非常有利的。在过去有一段时期，澳大利亚的品牌产品很难卖往中国市场。但通过跨境电商，越来越多的澳大利亚本土企业和其他国家的企业愿意进入中国市场。这表示中国消费者已经拥有更加高的消费能力并且能通过跨境电商更容易接触到海外高质量的产品。
亿邦动力网：据我们所知，Jessica在天猫和京东都有开店，你觉得这两个平台有什么异同？对于Jessica’s Suitcase而言，跨境电商平台是不是仅为一个销售渠道？销售渠道合适就越多越好？选择销售渠道的时候有什么值得关注的事情？
陆杰喜：这两个平台各有自己的优势。天猫国际是一个非常成熟的平台，消费者在淘宝直接搜索产品可以带来很多流量。而京东跟腾讯密切合作，而微信是一个非常好的在线沟通产品，是人们进行交流的工具，这点对于我们做电商生意的商家而言是非常重要的。而Jessica’s Suitcase已入驻了这两个平台，借此能接触到中国市场的方方面面。所以，对于我们而言，平台的竞争是有利的。
以下为采访对话的原文：
Ebrun:In Chinas cross-border e-commerce market,maternal and child is a hot category.Many cross-border e-commerce merchants sell maternal and child product in China,the competition is very fierce.There are some formidable competitors.So how can Jessica’s Suitcase establish a superior position in the competition?
Jessica:I＇m not interested in other merchants,Im only interested in our customers.At Jessicas Suitcase,we are completely focused on bringing the best of Australia to China.We know how disappointed online shoppers are when they are sold fakes or told something is popular in Australia when no Australian has ever heard of it.We dont sell anything I dont use on myself or my family.We dont deal with distributors or buy retail.We only buy direct from our brands,with whom I have a personal relationship.Ive met many Australian brands who dont even realise theyre being sold in China by daigou and less ethical merchants on the major platforms.Thats what sets us apart from everyone else.Im the real deal.I have the authority from every brand I represent to sell their products on TMall and JD so customers can rest assured they are buying genuine products.I am determined to earn my customers trust.
Ebrun:In China,there is a concept of HOT item.It means the item which may have a sales soar after it is launched in the market.On your view,what makes a hot item? Do you think a marketplace like JD and T-mall can create hot items by themselves?
Jessica:As an online shopper myself,I can honestly say the recommendations I take are those of my friends,not the platforms Im buying from.So I think what makes a爆款is a high quality product at the right price that people trust.Ultimately,if a product is cheap but of bad quality,its high sales are not sustainable,so we believe if we focus on bringing high quality products at the right price,the rest will happen naturally.Thats certainly what we learned with Suvana,my favourite paw paw cream.I use it for everything and now thousands of our valued customers do too.
ebrun:What do you think about using the celebrity effect in cross-border e-commerce? As a celebrity,how can you take an advantage to make Marketing promotion in China?
Jessica:It doesnt matter who you are,if people dont like your products they wont buy them.Chinese consumers are the smartest consumers in the world.They assess and analyse every purchase.I think people are getting sick and tired of seeing obviously commercial endorsements from celebrities,they want to see a genuine connection to the product.We can all tell when somebody has no idea what their PR people are posting.I do all my own Weibo,which is why sometimes我的中文很差！
Ebrun:Compare to the Australian market,what’s the difference on celebrity effect between Chinese consumer and Australian consumer?
Jessica:In Australia,a sponsored post usually has to be disclosed.So,for example,if you read an article in a magazine about a product that the brand has paid for it says"this is an advertising feature".Equally,if a celebrity endorses a product they are increasingly likely to disclose that they have been paid to do so.
None of the brands I sell pay me.We buy what I love from the brands directly and sell to our customers.I refuse to lie and pretend I love something or that its excellent if I dont or its rubbish.
Ebrun:What do you think about the cross-border e-commerce in China? (the import part)
Jessica:I think the cross-border e-commerce policy in China has been brilliant both for China and for foreign brands.There was a time when it was extremely difficult for Australian brands to try to sell their products in the Chinese market.With cross-border e-commerce,more and more Australian and other foreign companies are willing to have a go in the Chinese market,which means Chinese shoppers have greater buying power and easier access to high quality items from overseas.
Ebrun:What do you think about the Promotion on Black Friday and double eleven? What’s the meaning of that kind of Promotion for a merchant?
Jessica:Weve just had our first双十一and it blew my mind!I couldnt believe how much we sold.I knew it was a big deal.I knew everyone shopped on that day.But somehow it still shocked me.The volume was phenomenal.Its such an exciting time for everyone.The bargains are fantastic and unrivalled.Im really looking forward to Black Friday too,but my goodness,its hard work!
Ebrun:On your view,to the merchant of cross-border e-commerce,which promotion day is more important,Black Friday or double eleven?
Jessica:I think double eleven is more important because it sets the tone for Black Friday.It tells you what the appetite is for certain products and what everyone wants more of.
Ebrun:When an important promotion comes,what should a cross-border e-commerce merchant concern about? What challenges will come to the merchant in an important promotion?
Jessica:Price is crucial,of course.If your price is ugly,people wont buy.But customers also want to have faith in the product before 11-11.They have to know it and trust it before midnight on the 10th.
Ebrun:As we know,Jessica’s suitcase have flagship store both at JD and T-mall.So, to Jessica’s suitcase, what’s the difference of these two marketplace? To cross-border e-commerce merchants,is it true that the marketplaces are just some kind of sale channel? If a marketplace can sell product quickly, merchants can take it immediately? What will you concern about when you are choosing a sale channel?
Jessica:Both marketplaces have their strengths.TMall Global is the established giant.People go to Taobao to search,so that brings loads of our traffic.JD has WeChat which is a wonderful online community.Its the tool all of us use to communicate,so its crucial to our business.Were excited to be on both because we reach all facets of the market.A little competition is healthy for us all.
