Cross-Border E-Commerce Strategy - WeChat E-Commerce & Cross-Border Payment Solution

Cross-border E-commerce Strategy
Luncheon Series (3)
- WeChat E-commerce & Cross-
border Payment Solutions
Dick Ng
June 29, 2016

© GS1 Hong Kong 2016
GS1 is a neutral, not-for-
profit, user-driven
standards body, which
facilitates collaboration to
create more efficient, safer
and sustainable value
chains through the adoption
of easy-to-implement global
standards.
The Global Language of Business
The most widely used supply chain standards system
in the world

GS1 Standards
3

© GS1 Hong Kong 2016 4
Global Unique Product Identification
Global Trade Item Numbers (GTIN):
• most widely implemented GS1 standard
• a reliable and fast way to confirm the identity of the
product at any packaging level (e.g., consumer unit, inner
pack, case, and pallet)

Digital Product Barcode
5
More efficient product
search on the web
Key for big data
analytics for on-line/
off-line
Enabling GTIN
specific QR code for
product level
marketing
Item level or GTIN
level counterfeit
Future
The unique product
identifier – Connecting the
on-line and off-line
consumers
Enhance retail
check out
efficiency
Accurate
inventory
management
Efficient
paperless order
to cash process
Enable
consumer
products
research
Current

Top e-retailers adopt GS1 Standards to
support O2O e-commerce
6
As we continue to create a seamless
shopping experience across online, mobile
and stores, we rely on accurate and
consistent product information. The GS1
GTIN Validation Guide is an important tool
for improving the quality of product data
and the relevance of online and mobile
search results. — Walmart Global eCommerce
The GTIN Validation Guide will help eBay
find and resolve incorrect, duplicate and
conflicting product information, improving
visibility for merchant offers and enhancing
the consumer search experience. — eBay
GS1 standards have been very valuable in
our efforts to improve the online shopping
experience by harmonising product data
and eliminating inaccuracies. — Google
Online
Audience
(in millions)
Source: comScore, Inc., March 2014
Amazon, eBay, Walmart, Apple iTunes
and Google require or endorse GS1
identification for e-commerce.
GTIN - The unique
product identifier –
Connecting the on-
line and off-line

Global eCommerce Players adopt GS1
Standard to facilitate trusted data source and
big data analytics
• eBay, Google and Walmart endorse GS1 Standard
for Improving Online Commerce
• Locating Product Identifiers
• For most product categories, sellers are required to use an industry-standard
product identifier when creating new pages in the Amazon.com catalog. These
product identifiers are part of a system called GTINs, or Global Trade Item
Numbers.
“As we continue to create a seamless shopping experience across online, mobile
and stores, we rely on accurate and consistent product information”
said Jeremy King, Chief Technology Offier, Walmart Global eCommerce
“GS1 Standards have been invaluable in our efforts to improve the online
shopping experience by harmonizing product data and eliminating inaccuracies.”
said Eric Tholome, Product Management Director, Google Shopping
Details: https://www.amazon.com/gp/help/customer/display.html?nodeId=200202190

China eCommerce adopt GS1 Standard to
facilitate trusted data source and big data
analytics
8
In China, T-Mall & Taobao partner with GS1 China to require their
business suppliers to add bar code number ( GTIN on the web ) for
management function.
Bring Benefits to Business Suppliers & Consumers:
1.Consumers check the trusted data source. GS1 is international standard code to
provide product detail ( from which manufacturer, produce country, manufacture date,
produce type, expiry date…..etc ). GS1 offer trusted product information and propagate
to authorized eCommerce platform.
2.Enable consumers buying efficiency and gain good experience due to no fake product.
3.Can offer consumer buying behavior analysis report for internal strategy planning.
Details: http://www.tmall.com/go/rgn/spbctm.php?spm=0.0.0.0.zR0N3

SMART
SEARCH
GS1 e-Commerce
9
Physical
Digital

Hong Kong Trusted Product
• Soft launch in July & official launch in
• Provide a low investment channel for
Hong Kong SME to enter the door of
e-Commerce business
• One stop solution for SME to kick
start e-Commerce business
• Enhance consumer trust by utilizing
the neutral status of GS1 and reliable
mailing service from HK Post

1111
Label Serial Secure Code
Secure Code Validation:
Not ready to SellNeed to Recall
Successful Validate Already Registered
1
2
3
4
5
GLN lookup for
urn:epc:id:sgln:
4891668.32668.0
GS1 Value+, Anti-Counterfeit
Secure Code Validation and Traceability e-Pedigree
using ezTRACK (EPCIS)

Genuine product
Counterfeit product
Encrypted barcode printing file provided
by GS1
Special encryption pattern hidden in the
barcode
GS1 HK trusted mobile apps
Barcode copied from the genuine
product packaging
Special encryption pattern CANNOT be
copied GS1 HK trusted mobile apps
Before Purchase, consumer can verify the product is genuine or fake
GS1 REAL Barcode, Anti-Counterfeit
How it works

Cross Border e-Commerce Channel

Cross Border e-Commerce Channels
• Mail by post office (郵政)
• Courier service (快遞)
• B2C consolidation service (集運)
• B2B2C (保稅備貨)
14

Mail by Post Office
• Key Features
- Without product registration requirement
- Without CIQ or licensing requirement
- No tax for personal items
- Personal Postal Article Tax will be imposed if
applicable
- Suitable for small package
15

Courier Service
• Key Features
- Without product registration requirement
- Without CIQ or licensing requirement
- Normal trade tax will be imposed if applicable
- Suitable for small
16

B2C Consolidation Service
• Key Features
- Product registration is required
- 三單一證
- New tax policy (After 8-Apr) will be applied
- Approved commodity list will be applied
17

B2C Consolidation Service
• Key Features
- Operated in bonded zone (Type B)
- Product registration is required
- 三單一證
- New tax policy (After 8-Apr) will be applied
- Approved commodity list will be applied
18
Bonded
Zone
Bonded
Zone

Taxation Policy After 8-Apr-2016

• Based on CIF value to impose
- Import Duty (0%)
- Value Added Tax (70%)
- Consumption Tax (70%)
• Maximum value of each
transition is CNY2,000
• Personal quota is CNY20,000
per annum
Tax Policy for B2C & B2B2C
20

• Major Impact
• Commodity cannot be imported
1. Raw material 2. Sizeable shipment
3. High tech electronic product 4. Cosmetics which not be imported before
(化妝品需要非首次進口)
5. Non registered powdered formula 6. Customs not allow
Tax Policy for B2C & B2B2C
21
Product Cat. Before 8-Apr Now
Low Value Cosmetic Tax value below
CNY100  No Tax
47%
Luxury Product CIF value above
CNY2,000  30%
Normal Trade tax will
be imposed  65%
Infant Care Product Tax value below
CNY100  No Tax
11.90%

Personal Postal Article Tax
• Tax amount below CNY50.00  Waived
• Personal quota  CNY20,000 per annum
• No product registration & CIQ requirement
Tax Policy for Mail Channel
22
Tariff
Code
Description Items Tax Rate
1 Product with 0%
duty
IT products, Food & Beverage,
Toys, Publication & Video…etc
15%
2 Product not cover
under 1 & 3
Sports products, garments,
television, bicycle and others
30%
3 Product with
Consumption Tax
Tobacco & Alcohol, Luxury Watch,
Golf Equipment, Make-ups
60%

Summary
23
Tariff
Code
Description Items Tax Rate
1 Product with 0%
duty
IT products, Food & Beverage,
Toys, Publication & Video…etc
15%
2 Product not cover
under 1 & 3
Sports products, garments,
television, bicycle and others
30%
3 Product with
Consumption Tax
Tobacco & Alcohol, Luxury Watch,
Golf Equipment, Make-ups
60%
BBC BC Courier Mail Before
8-Apr
Mail After
8-Apr
Personal Quota CNY20,000 per
annum
CNY20,000 per
annum
N/A N/A CNY 20,000 per
annum
Max cargo value
per transition
N/A N/A N/A CNY1,000 CNY2,000
Tax (VAT +
consumption
tax) x 70%
(VAT +
consumption tax)
x 70%
Normal trade
tax
(If applicable)
Personal Postal
Article Tax
10%/20%/30%/50%
(If applicable)
Personal Postal
Article Tax
15%/30%/60%
(If applicable)
Commodity
(Illegal product
is prohibited)
Approval list Approval list N/A N/A N/A
e-Marketplace Fully connected
with customs
Product
registeration
N/A N/A N/A

Choice of Channel
24
• Mail - High flexibility
- Simple operation requirement
• B2C - Approval list
- Product registration
- Customs inspection
• B2B2C - Approval list
- Operation efficiency for final mile
- Product registration & customs
inspection

迎戰跨境電商策略專題午餐會
如何令微信更適合香港商家
http://www.chinamarketing.com.hk/

如何令微商更適合香港商家

平台(載體)
微信公眾號
http://www.86shop.com.tw
/
自建跨境商城
消費購物(實際收入)
線下接線上推廣
O2OMarkeing
最實際吸粉方法

微信公眾號
關注
微信新聞
增加認知性
活動
溫熱客戶
跨境商城
購物
O2O線下活動
增加認受性
朋友圈活動
細菌式擴散
關注後分享獲優惠
親友式散播
百度新聞
加強品牌效應

微信公眾帳號維護只是開始
下一步是微商

如何揀選微商城
重點一
微商有幾多款，應該如何選擇

微商城的分別
微信小店（官方）微店
自建商城
第三方系統商城

會否被
官方封殺
收費方法可否跨境收款大數據擁有權
微信小店 ※ 微信支付 ○ 騰訊
微店 ○ 私人支付寶
私人財付通
微店收費方法
※ 微店
自建商城 ※ 自選 ○ 商家
第三方系統
外掛商城
○ 系統收費方法 ※ 第三方系統
使用微商時你要考慮的問題
安全性問題
貨款期問題
大數據問題
往後申展性問題

大數據時代
先不要講如何分析大數據，你有自己的大數據庫嗎？

重點二
想生意長遠，真心建議自建商城

中國式商城與港式商城
中國式商城港式商城
色調：搶眼
格調：大鳴大放
主體：優惠為主（秒殺／折扣／團購）
產品：放置在主頁而顯示價錢
色調：沉實
格調：內斂高格調
主體：美圖為主（模特/設計圖）
產品：放置在內頁而主要不顯示價錢

中國式商城港式商城

台灣式商城

折扣限時速購
集氣團購
買滿包郵

秒殺送紅包
限時送禮用平台績分購物

電腦/平板版
手機／微信版

86shops
86小舖
http://www.86shops.com.tw/

支付系統
需要插入甚麼支付系統
支付寶
微信支付
Paypal
信用卡

支付系統
國內還有其他第三方支付
QQ錢包
協力廠商支付
快錢
易寶支付
盒子支付
支付寶錢包
易付寶
隨行付
銀聯手機支付
順風寶
等等等等..............

http://www.chinamarketing.com.hk/
謝謝!
Thank You!

About Us
• China Smartpay Group Holdings (8325.HK)
中國支付通集團控股有限公司
• Holds China licenses of: 持有中國許可證:
Nationwide prepaid card license 全國充值卡牌照
Cross border RMB exchange license 跨境人民幣匯率許可證
Internet payment license 互聯網支付牌照
• Services include: 服務範圍:
Prepaid cards 預付卡
Internet payment 互聯網支付
Mobile payment 移動支付
POS 智能移动POS
O2O solutions O2O的解決方案

服務範圍
 微信公眾帳號代辦 WeChat Official Account
 銀聯跨境支付 UnionPay Cross-border Payment
 微信跨境支付 WeChat Cross-border Payment
 支付寶跨境支付 Alipay Cross-border Payment
 線下接線上推廣 O2O Marketing

為什麼需要跨境支付？
境內
境外

中國跨境支付
China
Customers
內地顧客
Smartpay
中國支付通
Merchants in HK/
Overseas
香港／海外商戶

電子錢包

市場
- 中國第三方互聯網支付交易
11.8萬億元
- 增長
46.9%
- BAT 支付寶、百度錢包、微信支付
>80%

市場
- 2015年中國公民出境旅遊人數
1.2億人次
- 訪港旅客人數
4580萬人次
- 訪港旅遊花費
3600億港元

市場
- 2016年跨境電商進出口額將達到6.5萬億元
- 2018年中國B2C進口電商的市場規模將突破1萬億

直連模式
1. 購物
4. 出貨
2.用戶RMB付款
消費者
6. 向合作銀行申請購匯／付匯
微信合作銀行微信支付
境外直連商戶

普通服務商
1. 購物
5. 出貨
2.用戶RMB付款
消費者
4. 確認付款
6. 向合作銀行申請購匯／付匯 7. 付匯
微信合作銀行
微信支付
境外直連商戶帳戶
境外直連商戶
機構服務商

網上銷售

銀聯支付
 Support companies in Hong Kong & world-
wide
 Cover over 90% of China Banks’ accounts
 Accept China consumers payment in RMB
 Checkout with China Banks directly
 Withdraw in multi-currencies
 No chargeback
 支援香港及世界各地的公司
 覆蓋了90%的國內銀行賬戶
 接受人民幣支付
 於國內的發卡銀行直接結帳
 多種貨幣結算
 不設退款申請

銀聯支付

微信支付

支付寶支付

掃碼支付
步驟1：商戶根據微信支付的規則，為不同商品生成不同的二維碼，展示在各種場景，用於用戶掃描購買。
步驟2：用戶使用微信“掃一掃”掃描二維碼後，獲取商品支付信息，引導用戶完成支付。
1.支付二維碼 2.打開微信掃一掃二維碼 3.確認支付頁面

掃碼支付
步驟3：用戶確認支付，輸入支付密碼。
步驟4：支付完成後會提示用戶支付成功，商戶後台得到支付成功的通知，然後進行發貨處理。
3.用戶確認支付，輸入密碼 4.支付成功提示

刷卡支付
1.我的錢包 2.刷卡界面
步驟1：用戶選擇刷卡支付付款並打開微信，進入“我”->“錢包”->“刷卡”條碼界面
步驟2：收銀員在商戶系統操作生成支付訂單，用戶確認支付金額

刷卡支付
步驟3：商戶收銀員用掃碼設備掃描用戶的條碼/二維碼，商戶收銀系統提交支付。
步驟4：微信支付後台系統收到支付請求，根據驗證密碼規則判斷是否驗證用戶的支付密碼，不需要驗證密碼
的交易直接發起扣款，需要驗證密碼的交易會彈出密碼輸入框。支付成功後微信端會彈出成功頁面，
支付失敗會彈出錯誤提示。
3.輸入密碼，確認支付 4.支付成功后页面提示

Group buying Platforms 團購平台
分銷方案 - 酷券票務分銷渠道／平台
Online Travel Agency Platforms 在線旅行
社平台
Mobile App Platforms 手機應用程序平台
Bank online Malls 銀行商城
Telecom operators 電信營運商
我要買門票
Popular Online Shopping Malls
受歡迎網上商城
掃瞄二維碼，驗證電子票
派發場刊，地圖，優惠券，紀念
入場觀賞
中國三大電訊以積分兌換
電腦
手機
現場購票（現金，銀聯，電子錢包)
現場手機掃瞄二維碼游客自助購票
Exhibition scene展覽現場

Exhibition scene展覽現場
Kool 10
現場購票（現金，銀聯，電子錢包）
或
實體門票，內含二維碼
電子門票，可轉發送給朋友使用
掃瞄二維碼，驗證電子票進場

線下支付– Kool 4
UnionPay
Certified

線下支付– Kool 4

微信－公眾號支付
1.商戶自定義消息界面 2.商戶網頁下單
步驟1：商戶下發圖文消息或者通過自定義菜單吸引用戶點擊進入商戶網頁。
步驟2：進入商戶網頁，用戶選擇購買，完成選購流程。

3.用戶確認支付，輸入密碼 4.用戶支付成功提示
步驟3：調起微信支付控件，用戶開始輸入支付密碼。
步驟4：密碼驗證通過，支付成功。商戶後台得到支付成功的通知。

步驟5：返回商戶頁面，顯示購買成功。該頁面由商戶自定義。
步驟6：公眾號下發消息，提示發貨成功。該步驟可選。
5.返回商戶頁面提示 6.用戶收到發貨微信通知

香港主體微信公眾號

Thank You
Mr. Dick Ng, Industry Engagement Manager
GS1 Hong Kong
E: dickng@gs1hk.org
W: www.gs1hk.org

Cross-Border E-Commerce Strategy - WeChat E-Commerce & Cross-Border Payment Solution

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