农村电商与跨境电商双循环模式研究——以叠石桥家纺“亚马逊 + 拼多多”出海实践为例

Research on the Double Cycle Model of Rural E-Commerce and Cross-Border E-Commerce—Taking the Practice of “Amazon + Pinduoduo” of Dieshiqiao Home Textile as an Example

摘要: 在“双循环”新发展格局下，农村电商与跨境电商的协同联动成为乡村振兴与产业升级的重要路径。本文以江苏南通叠石桥家纺产业带为研究对象，聚焦其“亚马逊(外循环) + 拼多多(内循环)”双平台出海实践，探讨双循环模式对传统外贸型乡村产业的转型作用。研究表明通过拼多多“低价爆款”策略巩固国内市场份额，叠加亚马逊“品牌化出海”开拓国际市场，叠石桥家纺实现了“内需稳订单、外贸提溢价”的协同效应。本文提出“柔性供应链 + 数字化服务”优化路径，即依托国内电商数据反哺跨境选品，构建“小单快反”生产体系，并建议政府强化海外仓布局与跨境电商人才培育。以期为东部沿海乡村产业带融入双循环格局提供了理论参考与实践范本，对数字贸易驱动乡村振兴提供借鉴。

Abstract: Under the new development pattern of “dual circulation”, the coordinated interaction between rural e-commerce and cross-border e-commerce has become an important path for rural revitalization and industrial upgrading. This paper takes the Dieshiqiao home textile industrial cluster in Nantong, Jiangsu, as a case study, focusing on its “Amazon (external circulation) + Pinduoduo (internal circulation)” dual-platform export strategy, and explores the transformative role of the dual circulation model in the transformation of traditional foreign trade-oriented rural industries. The study shows that by using Pinduoduo’s “low-price blockbuster” strategy to consolidate domestic market share, combined with Amazon’s “brand-oriented export” to expand into international markets, Dali Stone Bridge home textiles has achieved a synergistic effect of “stabilizing domestic orders and increasing foreign trade premium”. This paper proposes an optimization path of “flexible supply chains + digital services”, which includes utilizing domestic e-commerce data to inform cross-border product selection, establishing a “small order, quick response” production system, and recommends that the government strengthen the layout of overseas warehouses and cultivate cross-border e-commerce talent. This aims to provide theoretical references and practical models for integrating coastal rural industrial clusters into the dual circulation pattern, offering insights for using digital trade to drive rural revitalization.