| In recent years,the situation of international import and export trade and exchange and cooperation has become increasingly severe.The relevant data of the World Trade Organization shows that the growth rate of global trade has slowed down significantly since the global crisis in 2008.In particular,in recent years,countries have been on the rise of protectionism,the rise of anti-globalization,international frictions and global epidemics.China’s import and export trade also faces the same challenges.In contrast,a new type of import and export trade is on the rise,namely cross-border e-commerce,whose transaction volume keeps rising and transaction scale expands year by year,showing a booming trend.In 2008,the total transaction scale of China’s cross-border e-commerce was RMB 0.8 million,while in 2020,According to the data of the Ministry of Commerce on the import and export of cross-border e-commerce,the total volume of import and export has reached 1.63 trillion yuan,with a rapid growth in the past decade.The development of cross-border e-commerce has aroused the attention of all sectors of the Chinese society to the new business forms of foreign trade,especially the B2 C cross-border e-commerce platform,which gives many small and medium-sized enterprises a chance to develop when large enterprises occupy the market share.More and more small and medium-sized enterprises attach importance to B2 C cross-border e-commerce.Compared with other modes,B2 C cross-border e-commerce has low entry threshold,small investment risk and large profit space.In the Opinions on Accelerating the Development of New Forms and Models of Foreign Trade issued by The State Council in 2021,it has been pointed out that the new forms of business,namely cross-border e-commerce trade,has become the main force of new forms of business,with a strong new force,and is also an important trend of international trade development.At present,all provinces are actively building cross-border e-commerce infrastructure.Study the development model of cross-border e-commerce.In recent years,the development of cross-border e-commerce has been soaring,and relevant researches keep emerging.B2 C cross-border e-commerce started late in China.Meanwhile,relevant literatures mainly focus on advantage analysis,influence mechanism,development obstacles and other aspects,and there are few researches on the role of cross-border e-commerce platforms.This paper mainly adopts case analysis method and qualitative research method.The first half of this article first analyzes the development status of B2 C cross-border e-commerce platform in China,then introduces the development mode and the operating results of Ali Express.Aliexpress is the only cross-border platform that can cover the countries along the "Belt and Road" at present,and has the No.1 shopping platform in more than 100 countries in terms of downloads.Therefore,this paper chooses Ali Express as a case to analyze,mainly through the analysis of the development process of its B2 C cross-border e-commerce platform,summarizes the characteristics of the development of Aliexpress e-commerce platform,and finally draws relevant conclusions,which can be enlightening for the development of China’s B2 C cross-border e-commerce platform.After systematically collecting data,this paper adopts the idea of qualitative analysis to collect and sort out a large number of relevant data of Ali Express in the early stage.Based on the fully collected data,this paper conducts relevant analysis and research on Ali Express,and explores and summarizes the development of Ali Express,the representative of China’s B2 C cross-border e-commerce platform,so as to conclude the development model of the system.Among them,the data of Ali Express is mainly transcribed by collecting meeting minutes,news reports,documentaries,videos and other documents from various channels,totaling 200,000 words.On this basis,the analysis method adopted in this paper is structured coding,encoding and summarizing the collected data one by one.Meanwhile,MAXQDA software is used for qualitative analysis.Subsequently,four dimensions of convergence are formed: exploring market positioning,highlighting platform functions,focusing platform operation and integrating ecosystem,and the development mode of China’s B2 C cross-border e-commerce platform is summarized.Finally,this paper summarizes the enlightenment of the development stage of China’s B2 C cross-border e-commerce platforms in the early,middle and late stages.The managers of such platforms determine their own positioning at the early stage,accurately establish platform models and functional modules,determine the long-tail market and blue ocean market,and take root in the core advantages.Secondly,in the process of growth,nodes should be timely restored.Even if experience review and resource precipitation are achieved in the operation nodes,users’ value experience should be emphasized rather than short-term scale growth.Core competitive advantages should be grasped well.In the later stage,with the further development of infrastructure construction and digital layout,facing the booming digital industrial chain and new mode of ecological marketing,the platform determines the role positioning of the ecosystem,builds logistics,payment,cloud computing and other business functions that enhance the value experience of all parties,builds brand mentality,moves from the low end of the value chain to the high end,and helps smes go to sea asset-light.Actively respond to the national policy support,to ensure the sustainable and healthy growth of China’s B2 C cross-border e-commerce platform. |
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