国际经济与贸易学院知识库

    近年来，我国跨境进口电商行业在政策及市场的支持下取得了巨大的提升，跨境进口电商用户人数在2019年突破1亿人，年平均用户增长率在35%以上。2019年年底，财政部等13部门联合发布了《关于调整扩大跨境电子商务零售进口商品清单的公告》，公告指出要落实扩大跨境电子商务零售进口的商品清单，进一步为国内跨境电商的发展提供更为宽松优质的发展环境。

    以“小红书”为代表的UGC社区跨境电商平台近年来取得了巨大的成功。UGC社区跨境电商是将线上社区与网络购物结合起来，形成以用户为中心的社交移动化电商平台。随着“电商社区化，社区电商化”的理念不断获得社会的认可，传统电商平台也开始上架社区功能。但是，社区和电商如何才能完美的结合，达到互相促进、协同发展的效果，是当前所有平台需要思考的一个问题。因此，本文选择小红书为研究对象，探究小红书当前的平台运营模式，同时引入同样具有社区功能的洋码头和京东国际平台，将它们与小红书在社区运营、供应链体系、营销模式、盈利模式等方面进行比较分析。最后得出小红书所面临的环境瓶颈与运营方式的瓶颈，如消费者出现分流、传统社区吸引力下降、流量变现效率降低、平台模式创新能力不足等。最后根据瓶颈产生的根源提出有针对性的优化建议，结论主要有：加强平台监管力度及优化监管模式，加强与品牌、流量明星等的多样化合作，建立用户优质内容分享奖励机制，提高平台仓储物流水平，提升平台运营模式的创新能力，加强与其他自媒体平台的互嵌式合作。

    小红书作为社区跨境电商的标志性企业，它的发展对于同模式平台具有指导性的意义。本文对小红书进行模式分析和提出优化建议，一方面可促进小红书平台的发展，另一方面也为其它平台提供了有意义的参考价值。

    In recent years, my country's cross-border imported e-commerce industry has made tremendous progress under the support of policies and markets. Its users were amounted up to 100 million in 2019 with an average annual growth rate of over 35%. At the end of 2019, 13 departments including the Ministry of Finance jointly issued the "Announcement on Adjusting and Expanding the List of Import Commodities of Cross-border E-commerce Retail" which paid more attention to increasing the list of import commodities, providing a more relaxed and high-quality development environment for domestic cross-border e-commerce.

    The UGC community cross-border e-commerce platform represented by "RED" has made a major breakthrough in recent years. The e-commerce refers to a combination of online communities and online shopping to form a user-centric social mobile e-commerce platform. As the idea of "communization of e-commerce and community with e-commerce" has gained popularity among the society, traditional e-commerce platforms have also begun to provide community functions. However, how the community and e-commerce can be perfectly combined to get mutual promotion and coordinated development is a problem that all platforms need to take into consideration. Therefore, this article, with RED as the research object, explores its operation mode, and introduces the ymatou and JD International platform with the same functions, and then compares them with RED in community operations, supply chain systems, marketing model and profit model. Finally, conclusions will be drawn that are related to environmental bottlenecks and the shortcoming of operation methods of RED, such as the diversion of consumers, the decline of the attractiveness of traditional communities, the reduction of flow realization efficiency, and the lack of innovation ability of the platform model. In the end, we put forward targeted optimization suggestions based on the problems, for example, to strengthen supervision and optimize its mode, to establish diversified cooperation relationship with brands, traffic stars, etc., as well as sharing reward mechanism of high-quality content, improve storage and logistics level, enhance the innovation ability of the operation model, and strengthen the inter-embedded cooperation with other self-media platforms.

    RED is regarded as a landmark enterprise of community cross-border e-commerce, whose development mode sets an example to other platforms. This paper analyzes the model of RED and proposes optimization suggestions, which on the one hand promotes the growth of the RED platform, and on the other hand, provides valuable reference value for other platforms.