杭州市支持“保税仓+直播”等新业态发展！当直播遇上跨境电商

This article introduces Hangzhou's policy support for the development of "bonded warehouse + live streaming", a new business model for cross-border e-commerce, with the following key takeaways:

1. In the "bonded warehouse + live streaming" model, streamers broadcast directly from cross-border e-commerce import bonded warehouses, showcasing imported goods on-site. After consumers place orders, warehouses directly sort, pack and ship products, which are delivered to customers across China quickly. This model boasts fast logistics and fully transparent product sourcing.

2. The model enables real-time interaction between streamers and consumers, and allows multi-dimensional product display that makes it easier to earn consumer trust. It significantly improves the shopping experience and boosts consumer confidence, and has received positive market feedback so far.

3. The model has already been launched in Hangzhou. Qianjiang Customs has opened 6 in-bonded live-streaming warehouses, which have hosted 338 live streaming sessions this year, generating over 200 million yuan in GMV. During the National Day holiday, more than 350,000 cross-border import packages were cleared in a single session, with a total value of over 70 million yuan.

This article offers the following key insights for brands developing cross-border import businesses:

1. New marketing channel opportunity: "Bonded warehouse + live streaming" is a new cross-border e-commerce format officially endorsed by regulators. It combines the marketing strengths of live streaming and the trust endorsement of bonded warehouses, helping boost consumer confidence in imported goods. The model has already generated over 200 million yuan in GMV in Hangzhou with high market recognition, so brands should consider布局 this new channel.

2. Lower compliance costs: Hangzhou Customs has introduced a series of supporting policies, including streamlined promotion registration processes, electronic letter of guarantee systems, and optimized tax statement aggregation mechanisms, enabling full electronic supervision and frictionless product declaration. These measures significantly lower the compliance threshold and operational costs for brands adopting this model.

3. Clear consumer growth trend: Live-streamed consumption of imported goods is currently booming. The single-session volume of over 350,000 cleared packages in Hangzhou during the National Day holiday demonstrates strong growth in this sector, and brands can position themselves early to capitalize on the trend.

This article shares the following key information for sellers engaged in cross-border import business:

1. Clear policy incentives: "Bonded warehouse + live streaming" is explicitly supported in Hangzhou Customs' 10 measures to boost cross-border e-commerce development. The authority has also introduced multiple facilitative regulatory measures that lower the compliance threshold for the model, giving sellers policy certainty for operating this business.

2. Emerging growth opportunity: The model solves the long-standing pain point of low consumer trust in imported goods, and has earned positive market feedback. It has already generated over 200 million yuan in GMV in Hangzhou this year, making it an emerging high-growth segment where sellers can enter early to capture first-mover advantages.

3. Clear implementation reference: Hangzhou has already completed construction of 6 compliant in-bonded live streaming warehouses. Sellers can directly connect to existing resources to launch operations, eliminating the need to build their own warehouses and reduce upfront investment. Additionally, the model has been validated by the market, resulting in lower operational uncertainty.

This article provides the following key insights for factories working with import supply chains:

1. New business opportunities: The "bonded warehouse + live streaming" format is driving rapid growth in imported goods consumption. Factories can partner with cross-border e-commerce sellers and bonded warehouses to enter this emerging segment, expand new order channels and scale their business.

2. New product design requirements: Live streaming requires intuitive product display. Factories can adapt product design and packaging to the needs of live streaming, highlighting core product features to improve conversion rates during live broadcasts.

3. Digital transformation inspiration: This model relies on system integration and data connectivity to meet the requirements of customs electronic supervision. To enter this segment, factories need to accelerate their digital transformation, connect to platform and regulatory systems, improve operational efficiency, and adapt to the requirements of the new e-commerce model.

This article summarizes the following key takeaways for cross-border e-commerce service providers:

1. Clear industry growth trajectory: "Bonded warehouse + live streaming" is a policy-supported new cross-border e-commerce format. Hangzhou already has 6 compliant live streaming warehouses that hosted 338 sessions this year and generated over 200 million yuan in GMV. The segment is growing rapidly, leaving enormous room for service providers to expand their market presence.

2. Clear understanding of client pain points: Businesses looking to launch this model previously faced pain points including cumbersome promotion registration and complex customs supervision. Customs has now launched corresponding solutions, so service providers can connect to the new customs system to offer compliance services and solve these pain points for clients.

3. New business opportunities: Service providers can build supporting services around the "bonded warehouse + live streaming" model, such as providing live streaming venues, connecting streamers, offering operational support and customs clearance services, to capture the growth dividend of this new format and expand their business scope and client base.

This article shares the following key takeaways for cross-border e-commerce platforms:

1. Clear market demand: Both merchants and consumers recognize the "bonded warehouse + live streaming" model. The model aligns with current live commerce consumption trends and has official policy support. Platforms can position this model as a new recruitment and operation direction to attract more merchants to settle on their platforms.

2. Clear direction for operation optimization: Hangzhou Customs has already launched a mature regulatory framework that streamlines registration and customs clearance processes. Platforms can connect to the customs electronic supervision system to optimize their own customs clearance and delivery processes, shorten delivery lead times for consumers and improve the overall shopping experience.

3. Reference for risk and opportunity assessment: This new format is encouraged by policymakers, so it carries low compliance risk, and its profitability has already been validated. Platforms can launch corresponding support policies to attract imported goods merchants, build a new growth curve for the platform and capture new traffic.

This article provides the following research references for researchers in the cross-border e-commerce sector:

1. New industry trends: The integration of cross-border e-commerce and live commerce has spawned the innovative "bonded warehouse + live streaming" format. It has already received policy support from local customs and entered a stage of large-scale implementation, making it a new growth direction for the cross-border e-commerce industry that deserves close attention.

2. A case study of policy implementation: Hangzhou Customs has introduced 10 targeted support measures, including simplified registration, electronic supervision and frictionless declaration specifically for this new format, which has already delivered strong results with total GMV exceeding 200 million yuan. This provides a typical case for researching the impact of policy support on emerging business formats.

3. A reference for innovative business models: This model combines the logistics advantages of bonded warehouse stocking with the customer acquisition advantages of live streaming marketing, solving the long-standing pain points of low consumer trust and slow delivery for cross-border goods. It is an innovative cross-border e-commerce retail business model with high research value.