中国海外代购服务的研究外文翻译资料

中国海外代购服务的研究

摘要：因为价格、产品种类、和质量优势，海外代购服务正在高速发展。然而，它同时面临着价格、质量和售后物流汇率浮动和其他问题所带来的各种风险。一些政策已经出台来应付各种各样的问题。大家都在热切关注这个话题，本篇文章认为海外代购的未来是越渐明朗的。

关键词：海外代购；中国；网络

1.引言

海外代购是一种由代购方提供给顾客代替他们去购买海外商品和服务的服务。它有线上和线下两种模式本篇文章集中讲的是网络海外代购并且总结了这个领域的机遇与挑战。近几年网络海外代购紧跟网络发展的步伐高速发展。根据中国电子商务调查中心的数据显示2011的海外代购市场交易总额达到了24.1百万元2012达到了48百万元。

2．这个服务面临的挑战

这部分是网络海外代购首先要考虑的，然后我们进行对于对海外代购网站所遇到的问题与挑战进行分析。

2-1服务链的因素

海外代购的服务链包括四个部分。第一部分是产品，现如今有四种商品是比重最大的的：日用品（衣服、运动用品、玩具、化妆品等等），电子产品（平板电脑、高端手机等等）奢侈品（手表、打火机等等），收藏品（老式照相机，硬币等等）。Bergol 2009年第一季度的数据显示这些订单里衣服占据了78.4%，运动器材5.2%，玩具5.1%，包类3.5%，书籍2.8%，钟表2.5%还有其他物品2.5%。在这些订单里，65.8%的订单是低于1000元的，28.9%的是在1000元～5000元之间，4.7%是在5000元～10000元之间，0.6%是超过10000元的。

至于选择去购买的国家和地区，代购方经常选择美国作为采购地，因为美国的商品种类繁多而且价格低廉。而日本、韩国、香港还有台湾因他们发达的电子、化学和其他轻工业也是非常火热的国家地区。英国，作为许多奢侈品品牌的发源地，同样也是很流行。

顾客主要是以前居住在外国的人、高收入人群、做些小生意的人、收集爱好者或者是一些有长时间网上购物的人。其中以女性居多，大多数顾客在25岁～35岁之间。居住在沿海发达地区和自治城市的顾客占据了大约60%。中等发达城市的占据30%。在经济欠发达地区的顾客仅占10%

海外代购需要一个海外的合作者。在海外代购行为发生时，消费者和网站的订单确认、信息交换还有支付也在同时进行。所以说，所有的代购网站都有一个相对来说较为固定的海外合作伙伴。海外合作伙伴可以是代购网站自身的部门也可以是专业的代购机构。因为人力成本和运输成本十分昂贵，所以代购者经常是等到接收到自己的合作伙伴的指示后才购买货物。

国内海外代购网站是架设在外国地区和国内的桥梁。它的盈利包括五个部分：（1）服务费，约占商品价格的7％～10%；（2）特殊服务费，包括个性化的产品定制海外实体商店购物和在线拍卖等等；（3）海外销售回扣；（4）由于批发的物流价格折扣；（5）增值服务费，包括定制和商业计划的信息。如果消费者在收货后发现商品的质量问题或者是款式不对他们可以要求换货。如果是消费者自身的问题，大部分代购网站会帮助他们换货和退钱，但是物流费用和税费将要由消费者承担。因为这需要耗费人力物力所以也有可能一些代购商会拒绝帮助解决这些问题。

2.2代购服务的问题与风险

第一个风险是价格。海外代购有两种类型：一种是现货代购另一种是非现货代购。前者的意思是当顾客下单的时候网站商有存货，而后者则是当顾客下单时没有这种商品。网站需要根据顾客的需要去购买。订单过程的变动，包括商品价格、当地税收、国际运费、关税等都会使得最终价格难以控制。

第二个风险是质量风险。虽然外国质监是非常严格的，但是也难免有漏洞。此外，许多个人代够为了逃避检查在带进货物时拿下标签和收据。这导致消费者不能检验货物的真假。

尽管很多代购声称消费者应当在专柜检验商品的真假，然而大多数情况下专柜并不提供这样的服务。

第三个风险伴随着售后服务。消费者在购买后会得到两个证书：海外零售商的信息海外代购公司的凭证。但是，如果商品发生了问题，因为海外代购的介入，消费者很难直接向海外零售商要求售后服务。消费者的合法权益依赖于海外代购网站的服务。然而消费者由于交易双方彼此不见面，只能通过互联网沟通的条件，导致严重的信息不对称。一旦有任何问题，提供服务的虚拟网店可以轻易逃避责任。

第四个风险是物流风险。许多人认为，从海外航运东西就像一个省份向另一个省份发货。进出口的过程复杂得难以置信，除了复杂的运输条款，每一个不同的运输方式将有不同的条款和费用支付，然后人们将装运进行到下一个阶段。当商品没有按时到货，一个没有经验的代购商可能客户陷入纠纷，就算是很专业的代购者对此问题也是很棘手。因此，网站可能会发现很难满足顾客的时间和数量要求。

对法律监管不清楚也是一个风险。在这个产业开始的几年间，淘宝已经有超过10万家海外代购店铺。然而，似乎消费者和海外代购者都不知道海外代购可能是非法的。也没有特定的法律或者部门监管这类业务。

最后汇率波动也可能是一个风险。第三方支付像支付宝财付通因为它们的独立性、安全性和便利性在中国已经被普遍使用。这些代购用美元支付收进人民币。因此，汇率的变动将会影响这些代购的利润。为了应对这种风险，代购倾向于使用更高的利率。举个例子，如果市场汇率水平是1USD=6.8RMB,他可能就会使用1:6.9的利率。

3.对代购服务的建议

改善当前的法律和监管体系。明确的法律系统可以规范服务提供者和保护消费者。人们应该在清楚海外情况的条件的然后选择海外代购。

根据法规，人气较高的店主应该被褒奖而那些犯法的店主应当被给予相应的惩罚。此外，政府可以设立一个监督系统，政府可以通过建立一个特殊的基金组织鼓励网民参与监督系统并给予奖励。

向一些有经验的公司学习并提供附加服务价值。有些海外代购商家因其良好的服务赢得了声誉。以谷歌为例，谷歌承诺：所有的产品得都有质量保证。通过输入商品编码，顾客可以检验商品的真伪。谷歌还提供顾客平台，顾客可以在里面讨论彼此交流，分享心得也是监督的一种方式。尽管专业代购人员来自世界各地谷歌也保证产品的质量。顾客可以询问客服来获得帮助或者是对特定商品表示兴趣。中国企业可能会更注意这些方面获得更大的市场。

消费者需要提高消费意识来保护自己的权利。消费者在浏览代购网站的时候应当十分小心。例如首先检查服务商的信誉，保留聊天记录，并于服务提供商协调沟通。如果发生任何纠纷，要记得向它们的法律系统反映。

建立信用评级体系。信用等级是由信用评定机构根据网站的服务质量评定服务提供商的标准，包括未公开的信用评级机构分析师的信息。信用评级并不基于数学公式，相反信用评定机构将公共和私人信息作为考虑因素用他们的经验和判断评级。这种评级可能会指导人们对于网站的选择。政府应该加强这样的系统，以免导致信息不对称。

4．结语

如果我们展望未来，会发现一些有意思的事情。海外代购以前是中国顾客从其他国家和地区购买东西，然而现在越来越多的外国消费者通过中国中介购买低价格高质量的商品。因此，许多代购与国外顾客联系购买当地的产品。同时海关总署在2012年宣布了一项新政策，调整EMS的清关过程。毫无疑问，这项新政策影响了这项行业同时也加强了代购行业的规范性。总体来说，很多已经注意到这一领域并且它的前途是光明的。

外文文献出处：Junxin Sun .The Analysis on the Online Overseas Purchasing Service in China，2013 3rd International Conference on Social Sciences and Society(ICSSS 2013)，2013.12

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The analysis on the online overseas purchasing service in

China

Sun，Junxin

(Beijing International Studies University,100024，Beijing，China)

Abstract：Online overseas purchasing has experienced a high speed growth in China because of the price，category, and quality advantages. However, It also faces some problems and risks related to the price，quality, after-sales service，logistics，regulation and exchange rate fluctuation. To solve these kinds of risks，several political suggestions have been raised．With the additional attention，this paper believes that the future is

going to be bright．

Keywords：overseas purchasing；China；online

Overseas purchasing is a service provided by certain agencies to purchase oversea goods and services on behalf of their customers．It could be online or offline．This paper focuses on the online overseas purchasing and summarizes the opportunity and challenge in this field．Online overseas purchasing emerged with the development of internet and has developed very fast in recently years．According to the data from China E—business Research Center the overseas purchasing market in China has reached 24．1 billion in 2011 and 48 billion in 2012．

1．Development of the service

1．1 Boom of the service

Currently，the overseas purchasing websites could be classified into four categories．The first category is BBS，facing different consumer segments．The second is some comprehensive

platforms，such as taobao．com．Overseas purchasing belongs to their scope of business．The third is some professional overseas purchasing websites，targeting the high—end market．Their business is to purchase abroad according to customerrsquo;s order．The last category is some websites built up by both commercial banks and

logistic companies，such as lsquo;lsquo;one nowrsquo;rsquo; which found by VISA and DHL．

The map of the websites is still unobvious．Letrsquo;s think about the other online fields：Ebay is the leader of C2C，Amazon is the leader of B2B，web portal is represented by Yahoo and Google dominates search engine．However，there is no such big giant in the overseas purchasing field around the world．

Online overseas purchasing has shown three special advantages compared with the direct purchasing abroad and other shopping online．First，it is more efficient．Online overseas purchasing can avoid foreign exchange controls，settlement by international credit card，low speed of custom clearance，language difficulties，capital safety and other problems companied with the international personal shopping．Secondly，most of the

consumers participating into the overseas purchasing are upper or middle class and thus have a higher purchasing power．This power means overseas purchasing website could survive though a narrow market segmentation．The third one is the personalized value—added service．Some professional purchasing websites seek differentiate development to meet the specific needs of consumers by providing value—added services，such as online auction and information consultation．

1．2 Reasons for the boom

Brands from outside the Chinese mainland has contributed the largest proportion to the online overseas purchasing because of big price differences between goods found in the mainland and other markets，including Hong Kong and Taiwan．The average price gap is around 40％ ．According to the investigation imposed by the Commercial Department，20 kinds of luxury products in five categories(watch，luggage and bag，cloth，wine and electronics)have the highest price differences～5 1％ higher than the US and 72％ higher than France．And this difference has become even higher after China joined WTO．High tariff, especially high tariff on brands，has contributed a lot to this price gap．Also，international brands often set high prices for goods sold

on the Chinese mainland because people are willing to pay them． The show—off desire has pushed the overseas purchasing even more flourishing．With overseas purchasing services，shoppers can get the same quality goods at lower prices．

Besides the price，more categories could be found abroad and overseas purchasing could meet the need of small amount of transaction．For instance．if one wants a pair of latest NIKE shoes that is not sold in China，purchasing overseas is a good alternative way．Also，through overseas purchasing，fake products risk could

be decreased too due to the stricter fake check abroad.

2．Challenges faced by the service

This section is going to first summarize the elements of online overseas purchasing and then analysis the problems and risks faced by the overseas purchasing websites．

2.1 elements of the service chain

The service chain of online overseas purchasing involves at least four parts．The first is the product．At present，four types of goods have been on the top of order：daily necessities(clothing， sporting good，toy, cosmetic, etc.)，electronic products(portable computers，high—end mobile phone, etc．)，luxury good

lighter, etc.)collection（old camera, coin, etc.）.Data from Bergol shows that clothing accounted for 78.4% of the orders, sporting goods accounted for 5.2%,toys accounted for 5.1%,bags 3.5%,books 2.8%,clocks and watches 2,5% and other items 2.5% in the first quarter of 2009.Among these orders,65.8% are under RMB 1,000,28.9% are between RBM1,000 ~ 5,000, 4.7% are between RMB5,000 ~ 10,000, 0.6% are more than RMB10,000

With regards to the target countries and regions, shoppers usually place an order in US considering the abundant commodity categories and low price in US. Japan, South Korea, Hong Kong and Taiwan are also popular countries and regions due to their developed electronics, chemicals and other high industry. Britain as the origin od many luxury brands is also popular.

Shoppers ar

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