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“Zhengzhou Customs has been paralyzed!†“There are passengers who have abandoned the goods at the airport because they are unwilling to pay taxes!†“Huang Wei was also forced to open the box and check it!†“There are dozens of tons of milk about to be dumped into the sea!†Behind a series of rumors, this new policy of rushing is not welcome: cross-border e-commerce companies feel pressured, consumers feel that commodity prices will rise further, and customs face innocent faces of some false news.
Just two months after the introduction of the New Deal, the relevant departments announced that the 408 New Deal was suspended for one year. In March this year, the relevant departments announced that the New Deal will be suspended until the end of this year.
In the view of cross-border e-commerce practitioners, even if the new taxation policy may cause rising costs and rising prices, the industry still has huge profits and market space in the long run, and no one will give up easily.
The industry still has huge interest space. According to the data, the overall transaction volume of China's import and export cross-border e-commerce reached 6.3 trillion in 2016. In the next few years, the proportion of cross-border e-commerce to China's import and export trade will increase to 20%. The growth rate will exceed 30%.
However, even if cross-border e-commerce companies have not given up this huge market, more and more cross-border e-commerce platforms have begun to change their positioning, focus on more other fields, and also slow down the development of overseas markets. The pace of the market.
Policy swings have not gone
Before the 408 New Deal was promulgated, cross-border e-commerce practitioners felt the spring: In January 2015, the SAFE issued the No. 7 document “Guiding Opinions on Cross-border Foreign Exchange Payment Services of Payment Organizationsâ€, replacing the previous No. 5 document. In the pilot area of ​​foreign exchange payment covering the whole country and opening up third-party payment institutions; in May, the efficiency of import customs clearance was further improved; in June, the State Council promulgated the "Guiding Opinions on Promoting the Healthy and Rapid Development of Cross-border E-commerce", Document It is clearly stated that it is necessary to “reasonably increase the import of consumer goods through cross-border e-commerceâ€.
At the end of 2015, several cross-border e-commerce platforms represented by Netease Koala and Xiaohongshu went overseas to purchase goods in large quantities, and they were dubbed the cross-border e-commerce “buy-buy†season. However, in the exchange meetings of several cross-border e-commerce platforms and overseas interviews with many overseas brands, the policy volatility has always been the focus of media attention.
A cross-border e-commerce executive said: "When the so-called dividend period of cross-border e-commerce has just arrived, it is not afraid of favorable policies, nor is it afraid of policy damage. The most fear is policy swing."
At the beginning of 2016, cross-border e-commerce began to feel the “cold springâ€: on March 24, the relevant three ministries and commissions issued a new tax system for cross-border e-commerce retail imports, which began on April 8th; on the evening of April 7th (ie, cross-border The e-commerce new tax system was implemented on the eve of the night. The Ministry of Finance and other 11 departments officially announced the "List of cross-border e-commerce retail imports."
This whitelist has caused cross-border e-commerce platforms to fall into chaos. A month after the cross-border e-commerce New Deal was issued, Tencent Technology found in the warehouse of Zhengzhou Free Trade Zone that the warehouse of Jumei Youpin was one-sixth empty, and only one of the four full-loaded lines was left, but Vipshop will be small. The warehouses of other cross-border e-commerce companies such as Red Books are also cold and clear.
Although in early June last year, the cross-border e-commerce New Deal was announced to be suspended for one year (and later announced to suspend implementation until the end of this year), the entire industry is still irreparable.
A channel supplier from Japan told Tencent Technology before the tax reform that the domestic e-commerce platform has begun to reduce the purchase of goods in the channel and reduce the number of procurement personnel. In fact, a number of cross-border e-commerce platforms have significantly reduced the number of purchases before the tax reform, and have been complained by Japanese channels. Even though the cross-border e-commerce platform has resumed its step-by-step procurement, the Japanese channel said it is difficult to generate trust in China's cross-border e-commerce.
Customs clearance is the core problem
When shopping online bonded goods 'first line' enters the zone, it is necessary to check the customs clearance form and the relevant requirements for the first import license and registration of certain categories in the “positive list†remarks, which will be considered as a devastating blow by cross-border e-commerce. .
In the notice of suspension of the New Deal, it was clearly stated that during the transition period, 10 pilot cities in Shanghai, Hangzhou, Shenzhen, Zhengzhou and Guangzhou will continue to be supervised in accordance with the regulatory requirements before the implementation of the Tax New Deal. The notice also specifically mentioned that during the transition period, the direct purchase model may also temporarily not implement the requirements for the first import license and filing of cosmetics, formula, etc. in the “positive list†remarks.
"Cross-border e-commerce is different from general traders. There are many overseas cooperation channels, and some are not necessarily producers of goods. Therefore, the certificate of origin cannot be submitted, which will undoubtedly kill the cross-border e-commerce overseas goods." A cross-border e-commerce executive told Tencent Technology.
The so-called customs clearance form refers to the customs clearance form for inbound goods issued by the inspection and quarantine institution. For goods listed in the Catalogue of Inspection and Quarantine Law, the purchaser shall provide materials including the certificate of origin and the inspection and quarantine certificate, cosmetics, health care products, etc. Goods must also be registered with the Food and Drug Administration. After the enterprise completes the inspection and obtains the customs clearance form issued by the inspection and quarantine department, it can only declare to the customs.
The problem is that the current supply chain organization model of many cross-border e-commerce platforms is to “sweep the goods†overseas, that is, the procurement team or the buyer buys a large number of goods in overseas supermarkets, stores, etc., or the platform does not share the brand with the brand. The channel party signs the contract. Under this model, the cross-border e-commerce can only obtain the sales invoice of the goods, and cannot obtain the documents such as the certificate of origin and the contract.
Cross-border e-commerce still enjoys policy dividends
Now some cross-border e-commerce platforms are still in conflict with the New Deal, but they are still enjoying the relevant policy dividends.
According to the new tax reform plan, after April 8th, cross-border e-commerce retail imports will no longer be subject to postal tax on postal items, but will be subject to customs duties and import value-added tax and consumption tax. According to regulations, the single transaction limit is raised to 2,000 yuan, and the individual annual transaction limit is 20,000 yuan. For cross-border e-commerce retail imports imported within the limits, the tariff rate is temporarily set at 0%; the value-added tax on import links and the exemption from consumption tax are temporarily levied at 70% of the statutory tax payable.
This means that compared with traditional trade, cross-border e-commerce platforms can still enjoy a certain amount of certain discounts, and some policy dividends can still be enjoyed.
The good news is that the policy is re-launching the signal of goodwill.
On September 30 last year, the Ministry of Finance and the State Administration of Taxation issued a notice to levy a consumption tax on ordinary cosmetics since October 1, 2016, and to reduce the consumption tax rate for high-end cosmetics and imported cosmetics from 30% to 15%.
“High-end cosmetics†refers to the production (import) sales (tax-exempt) price (excluding VAT) at 10 yuan / ml (g) or 15 yuan / piece (sheet) and above of beauty, decorative cosmetics and skin care cosmetics . Cosmetics below this limit will be exempt from a 15% GST.
The relevant departments will also postpone the requirements for customs clearance in the tax reform until May 11, 2017, but the products sold on the cross-border import e-commerce platform still need to pay the cross-border e-commerce comprehensive tax.
However, a cross-border e-commerce executive told Tencent that the current adjustment of the consumption-related consumption tax is still too low: first, the original tax system does not charge for skin care products, which means that these skin care products will have to face costs and The price rises; secondly, the standard of 10 yuan/ml (gram) is obviously too low. The weight of a lipstick is generally about 2 grams, that is, the tax is more than 20 yuan, and the weight of the eyebrow pencil is lower.
However, this adjustment in cosmetics has released a signal of goodwill, and unlike the introduction of the New Deal on April 8, the adjustment has consulted many cross-border e-commerce platforms, and some minor adjustments will be made in the future.
Medium-sized e-commerce to "cross-border"
After the introduction of the 408 New Deal, a strong rebound of a number of cross-border e-commerce platforms represented by Jumei Premium and Honey Bud was triggered. At several meetings of relevant government departments, these cross-border e-commerce platforms also played. Important roles, but today these cross-border e-commerce platforms are silently washing away the "cross-border" label.
In January last year, Jumei Film and Television was established, dedicated to the entire industry chain of film and television ecological upstream investment and financing, IP incubation, content production, film distribution, ticketing operations and other directions. At the annual meeting of Jumei, Chen Ou proposed to create the concept of “China’s most influential Yan value economy company†within three years, and to open a new model of “fashion entertainment + e-commerceâ€.
According to the person in charge of Jumei Film and Television, Jumei Film and Television Co., Ltd. combines ticket sales with Jumei live and e-commerce to solve the box office dilemma with a new way of realizing traffic. Through the star network red live film and television activities to attract traffic, in the live broadcast process directly to the ticket sales, to achieve e-commerce realization, so that film and television, live broadcast, e-commerce become an organic whole.
This is different from the strategic main line of Jumei at the beginning of last year. At that time, Chen Ou, CEO of Jumeiyou, told Tencent Technology that “the speed of overseas purchase business is the key support direction of the company, and the momentum is very strong. The company subsidizes logistics and taxation. One billion, we must also dominate the overseas purchase market."
The same honey bud that Xu Xiaoping invested in has also diluted the concept of cross-border.
For this change, Zeng Bibo, founder of Yanghai Terminal, said that the industrial chain of cosmetics and maternal and child products of Jumei and Buddhism is very mature. The concept of cross-border last year was because it is catching up with the trend: "This year's e-commerce platform Calmly found that cross-border is only one of the industrial chains, and the future development must be based on cosmetic scenes or integrated services for maternal and child scenes, not just e-commerce."
Another obvious phenomenon is that compared with 2014 and 2015, the momentum of cross-border e-commerce platform expansion overseas has slowed down noticeably, and few new countries or regions have been included in the territory of cross-border e-commerce. The platform chooses to deepen the existing channels.
For the previous cross-border e-commerce entrepreneurs, how to strengthen their own strength in the context of the New Deal, more formal, large-scale, and diversified is the foundation of survival.
The first anniversary of the new cross-border e-commerce: medium-sized e-commerce is forced to transform
Abstract Although the time has passed for a year, Li Ming (a pseudonym), a cross-border e-commerce company executive, is still reluctant to recall the chaos of the 408 New Deal. "Zhengzhou Customs is paralyzed!" "There are passengers at the airport customs because they are unwilling to pay...
Although the time has passed a year, Li Ming (a pseudonym), a cross-border e-commerce company executive, is still reluctant to recall the chaos of the 408 New Deal.