中国B2C跨境电商平台发展模式研究——以希音(SHEIN)为例

Research on the Development Model of China’s B2C Cross-Border E-Commerce Platform—A Case Study of SHEIN

摘要: 中国跨境出口电商行业自发展以来经历了显著的发展变革，演变为全球电商领域的一个关键力量。该行业的发展可大致分为三个主要阶段：行业探索期、快速扩张期和高质量发展新阶段。当前，跨境电商平台进入高质量发展新阶段，中国跨境电商出口行业开始着重于品牌、渠道、供应链和营销等方面的综合优势构建，致力于实现更为全方位和立体化的发展。面对全球秩序波动带来的挑战，如需求变化、成本上涨和消费信心下降等问题，跨境电商平台开始更加重视品牌培育，为商家提供一站式外贸供应链服务。本文将针对跨境电商平台发展现状和问题展开分析，以希音为重点分析B2C跨境电商平台先进模式，并结合前文涉及的问题有针对性地提出中国跨境电商平台模式的发展趋势及对策。

Abstract: China’s cross-border export e-commerce industry has undergone significant development and transformation since its development, evolving into a key force in the global e-commerce field. The development of the industry can be roughly divided into three main stages: industry exploration period, rapid expansion period and new stage of high-quality development, and this year, cross-border e-commerce platforms have entered a new stage of high-quality development, China’s cross-border e-commerce export industry has begun to focus on the construction of comprehensive advantages in brand, channel, supply chain and marketing, etc., and is committed to achieving more comprehensive and three-dimensional development. In the face of challenges brought about by fluctuations in the global order, such as changes in demand, rising costs and declining consumer confidence, cross-border e-commerce platforms have begun to pay more attention to brand cultivation and provide merchants with one-stop foreign trade supply chain services. This article will analyze the development status and problems of cross-border e-commerce platforms, and then select SHEIN as a representative for case analysis. Finally, according to the existing problems, the development trend and countermeasures of China’s export cross-border e-commerce are proposed.