《跨境電子商務(wù)雙語(yǔ)教程》案例庫(kù)CaseBankfor《BilingualCourseofCross-borderE-commerce》2025年7月InJuly2025

Chapter1UnderstandingCross-borderE-commerce第1章跨境電商認(rèn)知Case1：Fromthesefigures,wecanunderstandChina'sdeterminationtoexpandhigh-levelopening-upThisyearmarksthethirdanniversaryoftheentryintoforceandimplementationoftheRegionalComprehensiveEconomicPartnership(RCEP).Astheworld'slargestfreetradeagreementintermsofthenumberofparticipatingpopulations,economicandtradescale,anddevelopmentpotential,RCEPhascontinuedtoexpanditsinfluenceoverthepastthreeyearssinceitsentryintoforce.IthasdeepenedtradeandinvestmentcooperationamongregionalmembersandbecomethemainchannelforAsia-Pacificeconomicintegration.DatashowsthatinthethreeyearssinceRCEPcameintoeffect,China'stotalimportsandexportstootherRCEPmembershavereached38.57trillionYuan,andtheproportionofgoodstradeinChina'stotalimportsandexportshasremainedabove30%.In2024,China'simportsandexportstootherRCEPmembersreached13.16trillionYuan,ayear-on-yearincreaseof4.5%.AcloserlookatthedatarevealsthesignificantroleofRCEPinpromotingregionaleconomicintegrationandtradeliberalization.Fromthesefigures,wecanunderstandChina'sdeterminationtoexpandhigh-levelopening-up.The"subtraction"oftariffshasbeentransformedintothe"addition"ofmarkets,openingupnewspaceforregionalcoordinateddevelopment.UndertheRCEPframework,morethan90%ofgoodswillgraduallyachievezerotariffs.The"customsclearanceaccelerator"thatallowsexpressgoodstoclearcustomswithin6hoursandgeneralgoodstobereleasedwithin48hourshasstrengthenedtheconnectionbetween"MadeinChina"andregionalmarkets.InWuhan,HubeiProvince,thetariffonsodiumbenzoateexportedtoJapanhasdroppedfrom4.1%tozero,andWuhanOrganicIndustryCo.,Ltd.hasenjoyedacumulativetariffpreferenceofnearly5millionYuan.InZhejiangProvince,theNingbo-ZhoushanPorthasopenednewroutestoRCEPmembercountries,significantlyreducingthelogisticscostsforenterprises.Inrecentyears,moreandmoredomesticcitiessuchasQingdao,Guangzhou,Xiamen,andDalianhaveaddednewroutesspecificallytoRCEPmembercountries,furtherpromotingeconomicandtradeexchangesbetweenChinaandRCEPmembersandbringingregionaleconomiesintoanewstageofefficientandcoordinateddevelopment.Therulesoforigincumulationhavebrokentherestrictionsof"drawinglinestoencloseterritories"andpromotedthein-depthintegrationofindustrialchains.BenefitingfromtheRCEPrulesoforigincumulation,rawmaterialsfromothermemberscanberegardedasoriginatingmaterialsoftheproducingmember.Forexample,WuxiAdvancedChemicalPharmaceuticalCo.,Ltd.successfullyobtainedthe"regionalorigin"qualificationfordyeproductsproducedwithrawmaterialsimportedfromThailandandJapan."AsoneofthehighlightsofRCEP,therulesoforigincumulationnotonlylowerthethresholdforenjoyingpreferencesandhelpenterprisesoptimizeindustrialchainswithintheregion,butalsoreshaperegionaldivisionoflabor,strengthenproductioncoordinationandtradecooperationamongmemberstates,andstabilizeandstrengthenregionalindustrialchainsandsupplychains,"saidChengKeke,headoftheComprehensiveBusinessSectionofWuxiCustomsOfficeinXinwuDistrict.DrivenbyRCEP,"MadeinChina"hasupgradeditsresilience.Traditionalindustriessuchastextilesandclothinghaveregainedcompetitivenessthroughcostreductionandefficiencyimprovement.Mid-to-high-endproductssuchasautopartsandfinechemicalshavetakentheopportunitytoexpandtheirmarketshare.Productssuchas5Gcommunicationequipmentandnewenergyvehicleshavegainedincreasingrecognitionintheinternationalmarket,andthedemandfortheseproductsfromRCEPmembershasbeengrowing,whichconfirmsthetwo-wayprogressof"industrialupgradingandregionalcooperation".Whiletradeexchangeshavegrown,theinstitutionaldevelopmentofRCEPhasbeencontinuouslyimprovedoverthepastthreeyears.DuringChina'stenureastherotatingchairofthenon-ASEANmembersofRCEPin2024,itmadeeveryefforttopromotetheconclusionofproceduresfornewmemberstojoinRCEP.Withthejointeffortsofallparties,theRCEPSupportInstitutionwasofficiallyputintooperationlastyear.Atpresent,SriLanka,Chile,andothercountrieshavesubmittedformalapplicationstojoinRCEP,andsomeothereconomieshaveexpressedstronginterestinjoiningRCEP,indicatingthattheattractivenessandinfluenceofRCEPareconstantlyincreasing.Ofcourse,continuouseffortsareneededtomakegooduseofthepolicyadvantagesofRCEP:therearepressuressuchasthediversionoflow-costcompetitionfromsomecountries,thepracticalshortcomingsofsomeenterprisesinmakinginsufficientuseoftherules,andexternalriskssuchasgeopoliticsandsupplychainfluctuations.Tosolvetheseproblems,itisnecessarytoacceleratethecultivationofnewproductiveforcessuchasnewenergyvehiclesandbiologicalmanufacturing,deepentheeffectivenessofpoliciesbenefitingenterprisesthroughservicessuchas"policydoor-to-door",andpromotetheco-constructionofrulesinnewtrackssuchasthedigitaleconomyandgreentrade.ThegrowthcurveofRCEPtradenotonlywitnessestheexpansionoftradescale,butalsoisavividexampleofChina'shigh-levelopening-upandintegrationintoeconomicglobalization.WhenmoreenterprisesseizetheopportunitybroughtbyRCEP,thestoryofhigh-qualitydevelopmentofChina'sforeigntradewillsurelyhavemorewonderfulchapters.Source:People'sDaily,March6,202508:53:55Source:/article/rcep/rcepgfgd/202503/56438_1.htmlQuestion：(1)WhatisRCEP?(2)WhatspecificresultshastheimplementationofRCEPachievedinpromotingeconomicandtradeexchangesbetweenChinaandregionalmemberstatesoverthepastthreeyearssinceitsentryintoforce?(3)WhatpositiveimpactshasRCEPhadontheindustrialdevelopmentofChinaandothercountries?案例1：從這個(gè)數(shù)字，讀懂中國(guó)擴(kuò)大高水平對(duì)外開(kāi)放的決心今年，《區(qū)域全面經(jīng)濟(jì)伙伴關(guān)系協(xié)定》（RCEP）迎來(lái)生效實(shí)施三周年。作為世界上參與人口最多、經(jīng)貿(mào)規(guī)模最大、最具發(fā)展?jié)摿Φ淖再Q(mào)協(xié)定，RCEP生效實(shí)施三年來(lái)，影響力持續(xù)擴(kuò)大，深化了區(qū)域成員貿(mào)易投資合作，成為亞太經(jīng)濟(jì)一體化主渠道。數(shù)據(jù)顯示，RCEP生效實(shí)施三年來(lái)，我國(guó)對(duì)RCEP其他成員國(guó)累計(jì)進(jìn)出口38.57萬(wàn)億元，貨物貿(mào)易規(guī)模占我國(guó)進(jìn)出口總額的比重保持在30%以上。2024年，我國(guó)對(duì)RCEP其他成員國(guó)進(jìn)出口13.16萬(wàn)億元，同比增長(zhǎng)4.5%。透視數(shù)據(jù)，RCEP在促進(jìn)區(qū)域經(jīng)濟(jì)一體化和貿(mào)易自由化方面的巨大作用凸顯。從這個(gè)數(shù)字，能讀懂中國(guó)擴(kuò)大高水平對(duì)外開(kāi)放的決心。關(guān)稅“減法”轉(zhuǎn)化為市場(chǎng)“加法”，打開(kāi)區(qū)域協(xié)同發(fā)展的新空間。RCEP框架下，90%以上商品逐步實(shí)現(xiàn)零關(guān)稅，快運(yùn)貨物6小時(shí)通關(guān)、一般貨物48小時(shí)放行的“通關(guān)加速器”，讓“中國(guó)制造”與區(qū)域市場(chǎng)的連接更緊密。在湖北武漢，苯甲酸鈉出口日本關(guān)稅從4.1%降為零，武漢有機(jī)實(shí)業(yè)有限公司累計(jì)享受關(guān)稅優(yōu)惠近500萬(wàn)元。在浙江，寧波舟山港新開(kāi)通通往RCEP成員國(guó)的新航線，大大減少了企業(yè)的物流成本。近年來(lái)，青島、廣州、廈門、大連等越來(lái)越多的國(guó)內(nèi)城市新增專門面向RCEP成員國(guó)的航線，進(jìn)一步推動(dòng)我國(guó)與RCEP成員之間的經(jīng)貿(mào)往來(lái)，區(qū)域經(jīng)濟(jì)邁向高效協(xié)同發(fā)展的新階段。原產(chǎn)地累積規(guī)則打破“畫地為牢”限制，轉(zhuǎn)動(dòng)產(chǎn)業(yè)鏈深度融合的齒輪。受益于RCEP原產(chǎn)地累積規(guī)則，其他成員方的原材料可以視作生產(chǎn)成員方的原產(chǎn)材料。比如，無(wú)錫先進(jìn)化藥化工有限公司從泰國(guó)、日本進(jìn)口原料生產(chǎn)的染料產(chǎn)品成功獲得“區(qū)域原產(chǎn)”資格?！霸a(chǎn)地累積規(guī)則作為RCEP的亮點(diǎn)之一，不僅降低了享惠門檻，幫助企業(yè)在區(qū)域內(nèi)優(yōu)化產(chǎn)業(yè)鏈，同時(shí)重塑區(qū)域分工，強(qiáng)化成員國(guó)間生產(chǎn)協(xié)同和貿(mào)易合作，穩(wěn)定和強(qiáng)化區(qū)域產(chǎn)業(yè)鏈和供應(yīng)鏈?！睙o(wú)錫海關(guān)駐新吳辦事處綜合業(yè)務(wù)科科長(zhǎng)成科珂說(shuō)道。在RCEP帶動(dòng)下，中國(guó)制造韌性升級(jí)。紡織服裝等傳統(tǒng)產(chǎn)業(yè)通過(guò)降本增效重獲競(jìng)爭(zhēng)力，汽車零部件、精細(xì)化工等中高端產(chǎn)品借勢(shì)擴(kuò)大市場(chǎng)份額，5G通信設(shè)備、新能源汽車等產(chǎn)品在國(guó)際市場(chǎng)上的認(rèn)可度越來(lái)越高，RCEP成員國(guó)對(duì)這些產(chǎn)品的需求日益旺盛，印證了“產(chǎn)業(yè)升級(jí)與區(qū)域合作”的雙向奔赴。貿(mào)易往來(lái)增長(zhǎng)的同時(shí)，三年來(lái)RCEP機(jī)制建設(shè)不斷完善。2024年中方擔(dān)任RCEP非東盟方輪值主席國(guó)期間，全力推動(dòng)RCEP達(dá)成新成員加入程序。在各方共同努力下，RCEP支持機(jī)構(gòu)也在去年正式投入運(yùn)作。目前斯里蘭卡、智利等已提出加入RCEP的正式申請(qǐng)，還有一些經(jīng)濟(jì)體對(duì)加入RCEP表達(dá)了濃厚興趣，RCEP吸引力和影響力正不斷提升。當(dāng)然，用好RCEP政策優(yōu)勢(shì)仍需不斷努力：一些國(guó)家低成本競(jìng)爭(zhēng)的分流壓力、部分企業(yè)對(duì)規(guī)則利用不充分的現(xiàn)實(shí)短板、地緣政治與供應(yīng)鏈波動(dòng)的外部風(fēng)險(xiǎn)？？破解這些難題，既需加快培育新能源汽車、生物制造等新質(zhì)生產(chǎn)力，也要通過(guò)“政策上門”等服務(wù)深化惠企實(shí)效，更要在數(shù)字經(jīng)濟(jì)、綠色貿(mào)易等新賽道推動(dòng)規(guī)則共建。RCEP貿(mào)易增長(zhǎng)的曲線，見(jiàn)證的不僅是貿(mào)易規(guī)模的擴(kuò)張，更是中國(guó)高水平擴(kuò)大開(kāi)放、融入經(jīng)濟(jì)全球化的生動(dòng)例證。當(dāng)更多企業(yè)把握住RCEP這扇機(jī)遇之門，中國(guó)外貿(mào)高質(zhì)量發(fā)展的故事，必將寫下更精彩的篇章。資料來(lái)源:《人民日?qǐng)?bào)》2025-03-0608:53:55/article/rcep/rcepgfgd/202503/56438_1.html問(wèn)題：（1）什么是RCEP？（2）RCEP生效實(shí)施三年來(lái)，在促進(jìn)中國(guó)與區(qū)域成員國(guó)經(jīng)貿(mào)往來(lái)方面有哪些具體成效？（3）RCEP對(duì)中國(guó)和其他國(guó)家的產(chǎn)業(yè)發(fā)展產(chǎn)生了哪些積極的影響？ReferenceAnswers：(1)TheRegionalComprehensiveEconomicPartnership(RCEP)wasinitiatedbyASEANin2012andlastedeightyears.Itwasestablishedby15membersofthe10ASEANcountries,includingChina,Japan,Korea,Australia,NewZealandandASEAN.RCEPtakeseffectonJanuary1,2022.TheeffectiveimplementationofRCEPmarkstheofficiallandingofthefreetradeareawiththelargestpopulation,largestscaleoftradeandeconomicdevelopmentpotentialintheworld.Itfullyreflectstheconfidenceanddeterminationofallpartiestojointlysafeguardmultilateralismandfreetradeandpromoteregionaleconomicintegration.Itwillmakeanimportantcontributiontothegrowthofregionalandglobaltradeinvestment,economicrecoveryandprosperity.(2)Thescaleoftradehascontinuedtoexpand:China'stotalimportsandexportstootherRCEPmemberstateshavereached38.57trillionYuan,withtheproportionofgoodstradeinChina'stotalimportsandexportsremainingabove30%.In2024,importsandexportsreached13.16trillionYuan,ayear-on-yearincreaseof4.5%.Tariffpreferencesandcustomsclearancefacilitationhavebeenimplemented:Over90%ofcommoditieshavegraduallyachievedzerotariffs.Forexample,thetariffonsodiumbenzoateexportedtoJapanbyaWuhanenterprisehasbeenreducedtozerofrom4.1%,withaccumulatedtariffpreferencesamountingtonearly5millionYuan.Expressgoodscancompletecustomsclearancewithin6hoursandgeneralgoodscanbereleasedwithin48hours,improvingtradeefficiency.Logisticsnetworkshavebeencontinuouslyimproved:PortssuchasNingbo-ZhoushanPorthaveaddednewroutestoRCEPmemberstates,andmultiplecitiesincludingQingdaoandGuangzhouhaveincreasedroutestomemberstates,reducingenterprises'logisticscostsandpromotingeconomicandtradeexchanges.Industrialchainintegrationhasdeepened:ThankstotheRCEPrulesoforigincumulation,rawmaterialswithintheregioncanberegardedasoriginatingmaterialsoftheproducingparty.Forinstance,dyeproductsproducedbyaWuxienterpriseusingimportedrawmaterialshaveobtainedthe"regionalorigin"qualification,strengtheningregionalindustrialandsupplychains.（3）RegardingthepositiveimpactsofRCEPontheindustrialdevelopmentofChinaandothercountries,ananalysiscanbeconductedfromtwoaspects:China'sindustrialupgradingandintra-regionalindustrialchainintegration:ForChina'sindustries:Traditionalindustriessuchastextilesandapparelhaveregainedcompetitivenessthroughcostreductionandefficiencyimprovement;mid-to-high-endproductslikeautopartsandfinechemicalshavetakentheopportunitytoexpandtheirmarketshare;productssuchas5Gcommunicationequipmentandnewenergyvehicleshavegainedincreasingrecognitionintheinternationalmarket,withgrowingdemandfromRCEPmemberstates.Thishaspromotedthetwo-wayprogressof"industrialupgradingandregionalcooperation"andenhancedtheresilienceof"MadeinChina".Forindustriesinothercountries:Therulesoforigincumulationhaveloweredthethresholdforenjoyingpreferences,helpingenterpriseswithintheregionoptimizetheirindustrialchains.Atthesametime,theyhavereshapedregionaldivisionoflabor,strengthenedproductioncollaborationandtradecooperationamongmemberstates,stabilizedandconsolidatedregionalindustrialandsupplychains,promotedcoordinatedindustrialdevelopmentwithintheregion,andprovidedbroaderspaceandmoreefficientcooperationmodelsfortheindustrialdevelopmentofothercountries.參考答案：（1）《區(qū)域全面經(jīng)濟(jì)伙伴關(guān)系協(xié)定》（RegionalComprehensiveEconomicPartnership，RCEP）是2012年由東盟發(fā)起，歷時(shí)八年，由包括中國(guó)、日本、韓國(guó)、澳大利亞、新西蘭和東盟十國(guó)共15方成員制定的協(xié)定。2022年1月1日RCEP正式生效。RCEP的生效實(shí)施，標(biāo)志著全球人口最多、經(jīng)貿(mào)規(guī)模最大、最具發(fā)展?jié)摿Φ淖杂少Q(mào)易區(qū)正式落地，充分體現(xiàn)了各方共同維護(hù)多邊主義和自由貿(mào)易、促進(jìn)區(qū)域經(jīng)濟(jì)一體化的信心和決心，將為區(qū)域乃至全球貿(mào)易投資增長(zhǎng)、經(jīng)濟(jì)復(fù)蘇和繁榮發(fā)展做出重要貢獻(xiàn)。（2）貿(mào)易規(guī)模持續(xù)擴(kuò)大：我國(guó)對(duì)RCEP其他成員國(guó)累計(jì)進(jìn)出口38.57萬(wàn)億元，貨物貿(mào)易規(guī)模占我國(guó)進(jìn)出口總額的比重保持在30%以上，2024年進(jìn)出口達(dá)13.16萬(wàn)億元，同比增長(zhǎng)4.5%。關(guān)稅優(yōu)惠與通關(guān)便利落地：90%以上商品逐步實(shí)現(xiàn)零關(guān)稅，如武漢企業(yè)苯甲酸鈉出口日本關(guān)稅降為零，累計(jì)享受近500萬(wàn)元優(yōu)惠；快運(yùn)貨物6小時(shí)通關(guān)、一般貨物48小時(shí)放行，提升貿(mào)易效率。物流網(wǎng)絡(luò)不斷完善：寧波舟山港等新增通往RCEP成員國(guó)的航線，青島、廣州等多個(gè)城市增加面向成員國(guó)的航線，降低企業(yè)物流成本，推動(dòng)經(jīng)貿(mào)往來(lái)。產(chǎn)業(yè)鏈融合加深：原產(chǎn)地累積規(guī)則讓區(qū)域內(nèi)原材料可視為生產(chǎn)方原產(chǎn)材料，助力企業(yè)優(yōu)化產(chǎn)業(yè)鏈，如無(wú)錫企業(yè)進(jìn)口原料生產(chǎn)的染料獲“區(qū)域原產(chǎn)”資格，強(qiáng)化區(qū)域產(chǎn)業(yè)鏈供應(yīng)鏈。（3）對(duì)于RCEP對(duì)中國(guó)和其他國(guó)家產(chǎn)業(yè)發(fā)展的積極影響，可從中國(guó)產(chǎn)業(yè)升級(jí)與區(qū)域內(nèi)產(chǎn)業(yè)鏈融合兩方面分析：對(duì)中國(guó)產(chǎn)業(yè)：紡織服裝等傳統(tǒng)產(chǎn)業(yè)通過(guò)降本增效重獲競(jìng)爭(zhēng)力；汽車零部件、精細(xì)化工等中高端產(chǎn)品借勢(shì)擴(kuò)大市場(chǎng)份額；5G通信設(shè)備、新能源汽車等產(chǎn)品在國(guó)際市場(chǎng)上的認(rèn)可度越來(lái)越高，RCEP成員國(guó)對(duì)這些產(chǎn)品的需求日益旺盛，推動(dòng)“產(chǎn)業(yè)升級(jí)與區(qū)域合作”雙向奔赴，助力中國(guó)制造韌性升級(jí)。對(duì)其他國(guó)家產(chǎn)業(yè)：原產(chǎn)地累積規(guī)則降低了享惠門檻，幫助區(qū)域內(nèi)企業(yè)優(yōu)化產(chǎn)業(yè)鏈，同時(shí)重塑區(qū)域分工，強(qiáng)化成員國(guó)間生產(chǎn)協(xié)同和貿(mào)易合作，穩(wěn)定和強(qiáng)化區(qū)域產(chǎn)業(yè)鏈和供應(yīng)鏈，促進(jìn)區(qū)域內(nèi)產(chǎn)業(yè)協(xié)同發(fā)展，為其他國(guó)家產(chǎn)業(yè)發(fā)展提供了更廣闊的空間和更高效的合作模式。

Case2：SHEI*Fast&StylishE-CommerceCompanyisaglobalhitSHEI*isaninternationalB2Cfastfashione-commercecompany,whichmainlyengagedinwomen'swear,butalsoprovidingmen'swear,children'swear,accessories,shoes,bagsandotherfashionsupplies.Accordingtothe2022WorldUnicornListreleasedbyHurunResearchInstitute,SHEI*fromGuangzhouranksthefifthlargestunicornenterpriseintheworldwith400billionYuan.InMay2021,thedataofAppAnnieandSensorTower,theapplicationtrackingcompanies,showedthatSHEI*replacedAmazonasthemostdownloadedshoppingapplicationoniOSandAndroidplatformsintheUnitedStates.In2020,therevenueofSHEI*isabout70billionYuan.AsofMay17,2021localtime,SHEI*isthefirstiOSshoppingapplicationin54countriesandregions.IntheUnitedStates,SHEI*'smarketshareinthefieldoffastfashionjumpedfrom7%inJanuary2020tonearly30%inJune2021.AccordingtoHurunBaifu's2021GlobalUnicornListreleasedinDecember2021,XiyinhasbecomethelargestunicornenterpriseinGuangzhou.InFebruary2022,itwasreportedthatByteDancechallengedSHEI*forthefirsttimeandfailed.OnFebruary16,2022,ReutersquotedtheexclusivereportofinsidersassayingthatSHEI*wasactivelyexpandingtheSingaporeofficewiththegoaloftriplingthenumberofemployeesinSingaporetoabout200bytheendoftheyear.DuetoSHEI*'sfocusontheEuropeanandAmericanmarkets,andthelackofpresenceofthefounderteam,SHEI*rarelyappearsinpublicviewandmediareports.Recently,SHEI*attractedattentionas"themostmysteriousunicorncompanyinChina"becauseitwasreportedbymanymediathatitwascarryingoutanewroundoffinancing,anditspost-investmentvaluationmightreach100billiondollars(equivalenttoabout666.6billionYuan).AccordingtothedataofCBVentureCapital,the$100billionvaluationisenoughtomakeXiyinthethirdhighestvaluationstartupintheworld,afterByteDanceandSpaceExplorationTechnology.InFebruary2022,the"Guangzhou2022KeyProjectsPlan"issuedbytheGuangzhouDevelopmentandReformCommissionshowedthatSHEI*wouldinvest15billionYuaninZhongxinTown,ZengchengDistrict,Guangzhoutoestablishthe"Xi***BaySupplyChainHeadquartersProject",withatotallandsupplyofabout3000muandatotalconstructionareaofabout3.3millionsquaremeters.OnJuly15,2022,thefinancialsectorreportedthatChina'sfastfashiongiantSHEI*soughttolaunchanIPOintheUnitedStatesassoonas2024,withavaluationofabout$100billion.OnJuly20,2022,ChinaSouthernAirlinesLogisticsCo.,Ltd.(hereinafterreferredtoas"ChinaSouthernAirlinesLogistics")andSHEI*formallysignedastrategiccooperationagreementinGuangzhou.Thetwosideswillmakeeveryefforttodeepenstrategiccooperationandjointlyestablishastrategicpartnershipofresourcesharingandmutualbenefit.OnOctober19,2022,theCross-borderE-commerceplatformSHEI*recentlyannouncedthelaunchofthesecond-handtradingplatformSHEI*Exchange.InNovember2022,ForbesChinaNews:Inordertopromoteoverseaslisting,ChinesefashioncompanySHEI*hiredformerBearStearnsinvestmentbankerDonal*Tangasitsexecutivevicechairman.InOctober2024,accordingtodatafromanalyticswebsiteSimilarweb,SHEI*becametheapparelandfashionbrandwiththehighestglobalvisitsinSeptember2024andthethirdquarterof2024,accountingfora2.68%shareoftrafficinthethirdquarter.DatafromEarnestshowedthatthenumberofuserswhomadetransactionsontheSHEI*platforminAugustsurgedbynearly40%comparedwithJanuary.OnFebruary6,2025,SHEI*officiallyreturnedtotheIndianmarketafterfiveyears.However,thistimeSHEI*didnotdirectlycarryoutbusinessinIndia,butadoptedalicensingmodel,withNextGenFastFashion,asubsidiaryofIndiangiantReliance,fullyresponsibleforlocaloperations.OnMarch122025，SHEI*announcedtheofficiallarge-scalelaunchandoperationofnewenergyelectricvehiclesforinter-warehousetransportation.InApril2025,SHEI*signedastrategiccooperationagreementwithChanglianTechnology.Source:BaiduEncyclopediaQuestion：(1)WhyisSHEI*popularwithconsumersinoverseasmarkets?(atleast2points)(2)DoesSHEI*openstoresinAmazon?WhataretherulesforopeningstoresinAmazon?(Atleast3points)(3)WhattypeofplatformdoesSHEI*Exchangebelongto?(4)WhatproblemsmaySHEI*faceinbusiness?(Atleast3points)案例2：SHEI*快時(shí)尚電子商務(wù)公司在全球走紅SHEI*是一家國(guó)際B2C快時(shí)尚電子商務(wù)公司。主要經(jīng)營(yíng)女裝，但也提供男裝、童裝、飾品、鞋、包等時(shí)尚用品。根據(jù)胡潤(rùn)研究院發(fā)布的《2022年中全球獨(dú)角獸榜》，來(lái)自廣州的SHEI*以4000億人民幣位列全球第五大獨(dú)角獸企業(yè)。2021年5月，應(yīng)用追蹤公司AppAnnie和SensorTower數(shù)據(jù)顯示，SHEI*取代亞馬遜（AMAZON）成為美國(guó)iOS和Android平臺(tái)下載量最多的購(gòu)物應(yīng)用。2020年SHEI*的營(yíng)收約700億元人民幣。截至當(dāng)?shù)貢r(shí)間2021年5月17日，SHEI*是54個(gè)國(guó)家和地區(qū)中排名第一的iOS購(gòu)物應(yīng)用程序。在美國(guó)，SHEI*在快時(shí)尚領(lǐng)域的市場(chǎng)份額從2020年1月的7%躍升至2021年6月的近30%。根據(jù)2021年12月發(fā)布的胡潤(rùn)百富《2021全球獨(dú)角獸榜》，希*成為廣州最大的獨(dú)角獸企業(yè)。2022年2月消息，字節(jié)跳動(dòng)第一次挑戰(zhàn)SHEI*，失敗了。2022年2月16日，路透社援引知情人士獨(dú)家報(bào)道稱，希*（SHEI*）正在積極擴(kuò)大新加坡辦事處，目標(biāo)是到年底將新加坡員工數(shù)量增加三倍至200人左右。SHEI*由于主打歐美市場(chǎng)，加上創(chuàng)始人團(tuán)隊(duì)鮮少露面，SHEI*很少出現(xiàn)在公眾視野和媒體報(bào)道中。最近，SHEI*以“中國(guó)最神秘獨(dú)角獸公司”身份引發(fā)關(guān)注，源于其被多家媒體報(bào)道正在進(jìn)行新一輪融資，投后估值或達(dá)1000億美元（折合人民幣約6666億元）。根據(jù)CB風(fēng)險(xiǎn)投資公司的數(shù)據(jù)，1000億美元的估值足以令希*成為全球估值第3高的初創(chuàng)公司，僅次于字節(jié)跳動(dòng)和太空探索技術(shù)公司。2022年2月，廣州市發(fā)改委印發(fā)的《廣州市2022年重點(diǎn)項(xiàng)目計(jì)劃》顯示，SHEI*將在廣州市增城區(qū)中新鎮(zhèn)投資150億元建立“希*灣區(qū)供應(yīng)鏈總部項(xiàng)目”，總供地約3000畝，總建筑面積約330萬(wàn)平方米。2022年7月15日，金融界消息，中國(guó)快時(shí)尚巨頭SHEI*尋求最快于2024年在美國(guó)進(jìn)行IPO，估值約為1000億美元。2022年7月20日，南方航空物流有限公司(以下簡(jiǎn)稱“南航物流”)與希*(SHEI*)在廣州正式簽訂戰(zhàn)略合作協(xié)議。雙方將全力深化戰(zhàn)略合作，共同建立起資源共享、互惠互利的戰(zhàn)略合作伙伴關(guān)系。2022年10月19日消息，跨境電商平臺(tái)SHEI*近期宣布推出二手交易平臺(tái)SHEI*Exchange。2022年11月，福布斯中文網(wǎng)消息：為推進(jìn)海外上市，中國(guó)時(shí)裝公司SHEI*聘請(qǐng)了前貝爾斯登（BearStearns）投資銀行家唐*（Donal*Tang）擔(dān)任其執(zhí)行副董事長(zhǎng)。2024年10月，根據(jù)數(shù)據(jù)分析網(wǎng)站Similarweb數(shù)據(jù)顯示，SHEI*成為2024年9月以及第三季度全球訪問(wèn)量最大的服裝與時(shí)尚品牌，第三季度流量份額占比為2.68%。據(jù)Earnest數(shù)據(jù)顯示，SHEI*平臺(tái)8月份進(jìn)行交易的用戶相較1月大漲近四成。2025年2月6日，SHEI*希*現(xiàn)已在五年后正式重返印度市場(chǎng)。不過(guò)SHEI*此次并未直接開(kāi)展印度業(yè)務(wù)，而是以許可授權(quán)模式由印度巨頭信實(shí)Reliance旗下子公司NextGenFastFashion全權(quán)負(fù)責(zé)當(dāng)?shù)剡\(yùn)營(yíng)。2025年3月12日，SHEI*宣布用于倉(cāng)間轉(zhuǎn)運(yùn)的新能源電車正式大批量投放運(yùn)營(yíng)。2025年4月，希*與長(zhǎng)聯(lián)科技簽訂戰(zhàn)略合作協(xié)議。資料來(lái)源：百度百科問(wèn)題：（1）SHEI*為什么在海外市場(chǎng)受消費(fèi)者歡迎？（至少2點(diǎn)）（2）SHEI*是否在亞馬遜開(kāi)店，在亞馬遜開(kāi)店有哪些規(guī)則？（至少3點(diǎn)）（3）SHEI*Exchange屬于什么類型的平臺(tái)？（4）SHEI*在商業(yè)方面可能面臨什么問(wèn)題？（至少3點(diǎn)）ReferenceAnswers：(1)ThereasonwhySHEI*ispopularwithconsumersinoverseasmarketsisthatitispopularinsocialmedia,withmanystyles,cheappricesandfastlogistics.(2)WhensettingupshopinAmazon,SHEI*shouldabidebyAmazon'srulesofimageprocessing,title,FBAlogisticsandplatformmarketing.(3)SHEI*ExchangebelongstotheC2Cplatform.(4)SHEI*mayfaceproblemssuchastoomanystyles,easytobecopiedbyothers,toolowpricestoenterthehigh-endmarket,increasedlogisticscostsmayreduceprofits,andtoofastclothingrenewalisnotenvironmentallyfriendly.參考答案：（1）SHEI*在海外市場(chǎng)受消費(fèi)者歡迎的原因是在社交媒體上較流行、款式多、價(jià)格便宜、物流快。（2）SHEI*在亞馬遜開(kāi)店，要遵守亞馬遜的圖片處理、標(biāo)題、FBA物流和平臺(tái)營(yíng)銷等規(guī)則。（3）SHEI*Exchange屬于C2C平臺(tái)。（4）SHEI*可能面臨款式過(guò)多易被人投訴抄襲，標(biāo)價(jià)太低不能進(jìn)入高端市場(chǎng)，如果物流成本增加可能會(huì)減少利潤(rùn)，服裝更新過(guò)快不環(huán)保等問(wèn)題。

Case3：OROLA*downgarmentsaresellingwellinAmazonInthepasttwodays,anunknowndownjacketinChinahasbecomeahotitemintheUnitedStates.What'smoreunexpectedisthatthemanufacturerofthisdownjacketisinJiaxing,Zhejiang.Adownjacketwithlessthan140dollarshasbecomeafanofeventrendsettersanddesignersinrichareas.Pre-saleisevencalled"Amazoncoat"intheUnitedStates.SinceDecember2018,ithasmaintainedtherecordofAmazon'ssaleschampionintheUSclothingcategory!Infact,thiswoman'sthickeneddownjacketnamedOROLA*hasbeensweepingAmazonintheUnitedStatessince2015,anditssaleshaveincreasedby300-400%annually.Onebuyerwroteintheevaluation:"Ifinallyboughtit.Isaw20womenwearingitinawalkbefore."Anotherbuyersaid:"It'swarmandfashionable!Ilikethiscoatverymuch."Onebuyersaidthatshesawawomanwearingthiscoatwhenshewasinline."Itfeelsalmosteverywhere."Anotherbuyersaidthatsinceshestartedwearingthiscoat,Atleasteightfriendsboughtit.Ana**,fashiondirectorofNeim*Marcu*,saidthatshefirstsawthisdressonafriendofhermother's,andthensheboughtit.Twoweekslater,shewenttoaplace,andshewasoneofthefourpeoplewearingthisdress.OROLA*'ssuccessisalsoduetothesocialmediaeffecttoacertainextent.Accordingtothesurvey,56%ofwomenbetweentheagesof18and34arewillingtobuyonethingbecausetheirfriendspublishinformationaboutthisproductonsocialmedia,comparedwith38%ofallagegroups.OROLA*alsohasitsownInstagramaccount,whichspecializesintakingphotosofwomen.Besidesthecheapdownjacket,whatattractsAmericans?OnFebruary24,thereporterinterviewedQiu**,theheadofJiaxingZi*TradeCo.,Ltd.,thebrandownerofOROLA*."Inthecoldweatherofminus32℃,adownjacketwithabottomcoatisenough!"Thedesignofthesixoversizedpocketshasalsowonalotofpraise:"Youcanputmobilephonesandgloves."Somebuyerscommentedthattheyalsolikeitssoftandwarmhood.Itwillnotbeblownupunlessitiswindy.".Inaddition,thisdownjacketisfashionableandpractical.Thesmoothzipperandsilktreatmentdesignarethree-dimensional.Thespecialsidezipperdesignmakesitconvenientforpeopletomove.Qiu**saidthatOROLA*isawomen'sclothingbrandregisteredbythecompanyin2014,andthedesignandmanufactureofclothingareinJiaxing.Thisseeminglyinconspicuousdownjacketismadeofhigh-qualitywhiteduckdownwith90%ofhigh-gradeplush,andahoodwithasoftartificialsheepskinlining,whichisbothfluffyandwarm.Thiskindofdownjacketismorefashionableandpractical,anditsfunctionisnotinferiortothatofbigbrands.Thepriceisonly99.99-139.99dollars.Somebuyersalsocomparedthisdownjacketwithdesignerbrandsintheircomments.YoushouldknowthatCanadianGooseandMonclerusuallysellformorethan$900.Atthebeginningofhisbusiness,Qiu**wantedtobecomeadomesticbrand,namedOuronglai,whichmeansdownjacketwithEuropeanandAmericanstyle.Later,hetranslateditdirectlyintoOROLA*whendoingforeigntrade.In2013,thisCross-borderE-commerceenterprisebasedinJiaxingbegantosetfootinAmazonbusiness,mainlyengagedinthreebusinesses,downjacket,furnitureandluggage,ofwhichdownjacketaccountedfor80%ofthebusinessvolumeofthewholeyear.DuringamarketresearchintheUnitedStates,Qiu**andhisteamfoundthatmanydownjacketsandjacketsinNorthAmericaarepositionedasoutdoorproducts,emphasizingthewaterproofandfunctionaldiversityoffabrics,andlackoffashion.Therefore,theyaddedfashionelementsonthebasisofqualityandwarmthpreservation.Qiu**'swifewasadesignerofaluxuryclothingcompanyinJiaxing,engagedinthedevelopmentofearlyaccessoriesandclothingfabrics.Now,shehastakenupthemaindesignworkofOROLA*.Since2016,OROLA*hasestablishedadesigncenteranddevelopedmanystylesfortheNorthAmericanmarket."WegototheUnitedStatesalmosteverymonth,domarketresearchfirst,thendesignsampleclothes,andarrangeproductionaccordingtothepre-salesituationofsampleclothes."Qiu**saidthatatpresent,thecompany'sdevelopmentfocusisonR&Danddesign.Atthebeginningofnextmonth,hewillgotoNewYorkagainandtrytonegotiatecooperationwithlocalbrands,offlinestoresandsalescompaniestoestablishofflinesaleschannels.Amazon'ssalesofallcategories(morethan150millionproducts)intheUnitedStateseventoppedthelistofcomprehensivecategoriessuchasclothing,shoesandjewelryforsometime,whichQiu**couldnotimagine."Inthefirstyear,weonlysoldmorethan400clothesintotal,andnowwehavemoredownjacketsthansockssoldonthewebsite".Inrecentyears,Cross-borderE-commercehasbecomeverypopular.ManyproductsmadeinZhejianghavebeensoldtooverseasplatformssuchasAmazonandeBay.InQiu**'sview,Orala*'ssuccessisduetoitsownbrandawareness.InJiaxing,therearemanydownjacketandluggageenterprises,butmanyofthemareOEMforotherbrands.Qiu**registeredhisownbrandatthebeginningofhisbusiness,integratingdesign,productionandsales.ORALA*issteadilydeepeningitsoverseasexpansion.IthasenteredAmazon'sofflinestoresandexpandedotherofflinedistributionchannels;establishedalocalofficeintheUnitedStates,withteamsforlocaldesign,marketingandbrandingformed;launchedtheoverseasversionofDouyin...Source:WeChatOfficialAccountNationalJiaxingEconomicandTechnologicalDevelopmentZoneDecember26,202414:03/s?__biz=MzU5MzE0OTQ2MQ==&mid=2247603166&idx=1&sn=a2edb261e993ec0efb0c52940637c80f&chksm=ff74a5b46a2ed9c0ecc82368d8fd0a1660f10d8341cb7aaaab29f636b532730b7aaffde9ea5e&scene=27QianjiangEveningNews2019-02-25Question:(1)WhyisOROLA*popularwithconsumersinoverseasmarkets?(atleast2points)(2)DoesOROLA*openstoresinAmazon?WhataretherulesforopeningstoresinAmazon?(Atleast3points)(3)WhattypeofplatformdoesInstagrambelongto?(4)WhatproblemsmayOROLA*faceinbusiness?(Atleast3points)案例3：OROLA*羽絨衣在亞馬遜銷售火爆這兩天國(guó)內(nèi)一款不知名的羽絨服火了在美國(guó)成了爆款紐約人手一件更沒(méi)想到的是生產(chǎn)這件羽絨衣的廠家在浙江嘉興。一件不到140美元的羽絨服，連富人區(qū)潮人乃至設(shè)計(jì)師都成了它的粉絲。預(yù)售就搶空甚至在美國(guó)被稱作“亞馬遜外套”。自2018年12月至今，一直保持著亞馬遜全美服裝類銷售冠軍的紀(jì)錄！事實(shí)上，這款名為OROLA*的女裝加厚羽絨服2015年就開(kāi)始席卷美國(guó)亞馬遜網(wǎng)站，銷量以每年300%—400%速度增長(zhǎng)。有買家在評(píng)價(jià)中寫道：“終于買到了，之前我在一次散步中就看到20個(gè)女人穿著它?！边€有買家說(shuō)：“又暖和又時(shí)尚！我非常喜歡這件外套?！币晃毁I家表示，她有次排隊(duì)時(shí)見(jiàn)到一位女士穿了這件外套，“感覺(jué)它幾乎無(wú)處不在?！绷硪晃毁I家則表示，從自己開(kāi)始穿這件衣服以來(lái)，至少有八個(gè)朋友買了它。Neim*Marcu*的時(shí)尚總監(jiān)Ana***說(shuō)，她第一次看到這件衣服是在她媽媽的一個(gè)朋友身上，后來(lái)她也買了這件衣服，兩周后她去了一個(gè)地方，而她是四個(gè)穿這件衣服的人中的一個(gè)。OROLA*的成功,一定程度上還歸功于社交媒體效應(yīng)。調(diào)查顯示，年齡在18歲到34歲之間的女性，56%的人愿意購(gòu)買一樣?xùn)|西，是因?yàn)榕笥言谏缃幻襟w上發(fā)布了這款產(chǎn)品的信息，而在所有年齡組，這一比例為38%。OROLA*還擁有了自己的Instagram賬戶，專門拍攝女性照片。除了便宜這款羽絨服吸引美國(guó)人的究竟是什么？2月24日，記者采訪了OROLA*的品牌所有者——嘉興市子*貿(mào)易有限公司負(fù)責(zé)人邱**?！霸诹阆?2℃的嚴(yán)寒天氣，一件羽絨服搭配一件打底衫就夠了！”6個(gè)超大口袋的設(shè)計(jì)也獲得了不少好評(píng)：“既可以放手機(jī)，也可以放手套，“有買家評(píng)論說(shuō)，還喜歡它柔軟溫暖的風(fēng)帽，除非在大風(fēng)天，不然它都不會(huì)被吹起來(lái)”。此外，這款羽絨服可謂時(shí)尚又實(shí)用，光滑的拉鏈與絲綢處理設(shè)計(jì)頗具立體感，特殊的側(cè)拉鏈設(shè)計(jì)，讓人活動(dòng)時(shí)也很方便。邱**說(shuō)，OROLA*是公司2014年注冊(cè)的女裝品牌，服裝的設(shè)計(jì)、制造均在嘉興地區(qū)。這款看似不起眼的羽絨服，選用含有90%高級(jí)絨朵的優(yōu)質(zhì)白鴨絨，帶有柔軟人造羊皮襯里的帽兜，兼具蓬松感和保暖性。這樣一款功能不輸大牌，且更加時(shí)尚與實(shí)用的羽絨服，價(jià)格僅99.99-139.99美元。有買家也在評(píng)論時(shí)將這款羽絨服與設(shè)計(jì)師品牌進(jìn)行了比較，要知道加拿大鵝和Moncler，這些品牌的售價(jià)通常在900美元以上。創(chuàng)業(yè)之初，邱**是想做一個(gè)國(guó)內(nèi)品牌，取名為歐絨萊，意思是款式偏歐美的羽絨服，后來(lái)做外貿(mào)就將它直接英譯成OROLA*。2013年，這家位于嘉興的跨境電商企業(yè)就開(kāi)始涉足亞馬遜業(yè)務(wù)，主營(yíng)三塊業(yè)務(wù)，羽絨服、家具和行李箱，其中羽絨服占到全年80%的業(yè)務(wù)量。一次在美國(guó)做市場(chǎng)調(diào)研時(shí)，邱**和他的團(tuán)隊(duì)發(fā)現(xiàn)，北美很多羽絨服和外套定位為戶外用品，強(qiáng)調(diào)面料的防水性、功能的多樣性等，缺少時(shí)尚氣息。所以，他們特意在注重品質(zhì)和保暖的基礎(chǔ)上，加入了時(shí)尚元素。邱**的妻子曾是嘉興一家奢侈品服裝公司的設(shè)計(jì)師，從事前期輔料和服裝面料開(kāi)發(fā)。如今，她擔(dān)起了OROLA*的主要設(shè)計(jì)工作。2016年開(kāi)始，OROLA*成立設(shè)計(jì)中心，針對(duì)北美市場(chǎng)開(kāi)發(fā)了很多款式。“我們幾乎每個(gè)月都往美國(guó)跑，先做市場(chǎng)調(diào)研，然后設(shè)計(jì)樣衣，根據(jù)樣衣的預(yù)售情況安排生產(chǎn)。”邱**說(shuō)，目前公司的發(fā)展重心放在研發(fā)和設(shè)計(jì)上。下月初，他要再去紐約，嘗試和當(dāng)?shù)氐钠放?、線下門店以及銷售公司洽談合作，建立線下銷售渠道。亞馬遜全品類（超過(guò)1.5億款產(chǎn)品）的全美銷售冠軍，甚至有一段時(shí)間是服裝、鞋子、首飾等綜合類目第一，這曾是邱**不