《跨境電子商務雙語教程》案例庫CaseBankfor《BilingualCourseofCross-borderE-commerce》2025年7月InJuly2025

Chapter2Cross-borderE-commerceOnlineShopOpeningandProductSelection第2章跨境電商網(wǎng)上開店與選品Case1:Mobv**:AChinesetechnologycompanyworkingtodefinehuman-computerinteractionofthenextgenerationMobv**isanartificialintelligencecompanythathasbuiltareputationamonggeeksforitstechnologicalinnovationsandiscommittedtodefiningthenextgenerationofhuman-computerinteraction.FoundedinBeijingin2012byLi**,adoctorfromtheDepartmentofComputerScienceatJohnsHopkinsUniversityandaformerscientistatGoogleheadquarters,thecompanyfocusesonvoiceinteractionandthecombinationofhardwareandsoftware,providingartificialintelligenceproductsandservicessuchassmartwatchesandvoicesearchenginestoconsumersandenterprisesinmorethan40countriesandregionsaroundtheworld.Intermsofinternationalization,since2017,Mobv**hasenteredforeignmarketsthroughtheCross-borderE-commerceplatformAmazon.Mobv**hassuccessivelylaunchedtheirproductsintheUnitedStates,EuropeandJapanandwonthefirstplaceoftheBestSeller.In2019,Mobv**wasselectedasoneofthetop100Chinesecross-borderexportbrandsofAmazonGlobalstores.Goouttoaskfromthestarttopromotedomesticandforeignfromthestarttopromotedomesticandforeignbusinesssynchronously,andinaccordancewithregionalcharacteristicstoselectandpromoteAmazonbrandstore,brandofficialwebsiteorofflinesaleschannels.However,duetoitsemphasisontechnologicalinnovationanduserexperienceimprovement,itdoesnotfullymatchthedomesticmarketdemandthatadvocatespricecompetitivenessandbasicexperience.Inaddition,HuaweiandXiaomismartwatcheshavestrongerbrandadvantagesinChina,sotheyarenotwidelyrecognizedinthedomesticmarket.TherearetwokeyfactorsforMobv**tobeactiveintheoverseasmarket:(1)Creatinghigh-qualityandaffordableproductstomeetoverseasdemandthroughtechnologicalinnovation:thefounderofMobv**Li**thinkthattherearethreemostimportantpointsinthegloballayoutoftechnologycompanies,whicharerespectivelyreflectedinindustrialdesign,technologicalinnovationandcompetitiveprice,andthehighqualityandcompetitivepriceofitsproductscomefromthesethreepoints.IntermsofindustrialDesign,Mobv**haswonmanyinternationalawardssuchastheGermanRedDotDesignAward,theGermaniFDesignAwardandtheGoodDesignAward.Inthetrade-offbetweentechnologicalinnovationandpricecompetitiveness,theenablingofacompletesupplychainofintelligenthardwareinChinahelpstocontrolproductmanufacturingcostsandrapiditerationoffunctions,enablingoverseasconsumerstoenjoytechnology-leadingproductsataffordableprices.(2)Carryingforeigngiantenterpriseecologytoachievepromotion:Carryingforeigngiantenterpriseecologytoobtainresourcesandrealizeinternationalpromotionisthespecificperformanceofgoingouttoaskaboutthedevelopmentofnewbusinessformsandmodelsofforeigntrade.InMay2017,Mobv**becameanofficialhardwarepartnerofGoogleAssistant.GoogleAssistant'sstrongpresenceinoverseasmarketshelpsincreaseawarenessofMobv**.ThepartnersofMobv**includeVerizon,Vodafone,AT&Tandothertelecomoperators.Ti*WatchPro4GhasbecomeastarproductfortelecomoperatorstopromoteeSIMbusiness.ChinesescienceandtechnologybrandssuchasMobv**wintheloveofoverseasconsumersandcooperationresourcesofenterprisesbyvirtueoftheirtechnicalstrength,andcontinuetoexploreandmakebreakthroughsinoverseasmarkets,sothatthelabelofChinesebrandsshiftsfrom"cost-effectiveproducts"to"leadingtechnologyandinnovation",whichisbeneficialtofeedotherChinesebrandsinthefieldofscienceandtechnology,andrealizethepositivecycleofbuildingChinesescienceandtechnologybrands.DifferentfromotheroverseasbrandsinITmanufacturing,Mobv**insistsonsimultaneouspromotionofdomesticandforeignbusinessfromthestart,whichisworthfurtherinvestigation.Li**thinksthattheemergingproductsofintelligenthardwaremostlystartfromNorthAmerica,andthenpenetratetoWesternEuropeandthentotheAsia-Pacific,goouttoaskifyouchoosetofocusonthedomesticmarket,therewillnotbemuchdevelopment,andthewell-knownbrandsofChineseITmanufacturingindustrysuchasHuawei,Xiaomi,OPPOandVIVO,mostchoosetolaythefoundationinthedomesticmarket,Achievetheaccumulationofcapitalanddomesticpopularitybeforegoingoverseas.ITmanufacturingindustryisspecialintermsoftechnology.Overseasmarketsvalueinnovationabilityandcutting-edgetechnology,whiledomesticmarketsvaluecostperformanceandbasicexperiencemore.Source:Question:WhichCross-borderE-commerceplatformdoesMobv**mainlyrelyontosellproducts?WhatarethecharacteristicsofthisCross-borderE-commerceplatform?WhatfactorscontributetothesuccessofMobv**?案例1：Mobv**：致力于定義下一代人機交互的中國科技公司Mobv**(是一家憑借技術創(chuàng)新在極客圈建立口碑、致力于定義下一代人機交互的人工智能公司。Mobv**由美國約翰霍普金斯大學計算機系博士、前Google總部科學家李**于2012年在北京創(chuàng)立，公司以語音交互和軟硬結(jié)合為核心，為全球四十多個國家和地區(qū)的消費者、企業(yè)提供智能手表、語音搜索引擎等人工智能產(chǎn)品和服務。在國際化方面，2017年起，Mobv**通過跨境電商平臺亞馬遜打入國外市場，依次在美國站、歐洲站和日本站上線并拿下BestSeller第一名，在2019年入選了亞馬遜全球開店中國出口跨境品牌百強。Mobv**自起步時便同步推動國內(nèi)外業(yè)務，并在按照區(qū)域特點來選擇推廣亞馬遜品牌店、品牌官網(wǎng)或線下銷售渠道。然而，由于其側(cè)重于技術創(chuàng)新和用戶體驗提升，與提倡價格競爭力和基礎體驗的國內(nèi)市場需求不完全匹配，加上華為、小米智能手表在國內(nèi)的品牌優(yōu)勢更強，因此Mobv**在國內(nèi)市場認知度一般。Mobv**活躍于海外市場有兩個關鍵因素：(1)通過技術創(chuàng)新打造迎合海外需求的優(yōu)質(zhì)優(yōu)價產(chǎn)品：Mobv**創(chuàng)始人李**認為科技公司全球化布局中有最重要的三點，分別體現(xiàn)在工業(yè)設計、科技創(chuàng)新和有競爭力的價格，其產(chǎn)品優(yōu)質(zhì)優(yōu)價便源于這三點。Mobv**在工業(yè)設計方面屢獲德國紅點設計獎、德國iF設計獎和本GoodDesign設計獎等國際大獎。在科技創(chuàng)新和價格競爭力的權衡中，中國智能硬件完整供應鏈的賦能有助于產(chǎn)品制造成本的控制和功能的迅速迭代，使得海外消費者以實惠的價格享受技術領先的產(chǎn)品。(2)搭載國外巨頭企業(yè)生態(tài)實現(xiàn)推廣：搭載國外巨頭企業(yè)生態(tài)獲得資源，實現(xiàn)國際化推廣，是Mobv**在發(fā)展外貿(mào)新業(yè)態(tài)新模式上的具體表現(xiàn)。2017年5月，Mobv**成為GoogleAssistant官方硬件合作伙伴，GoogleAssistant在海外市場的強生態(tài)有助于增強Mobv**的認知度。Mobv**的合作伙伴還包括Verizon、沃達豐、AT&T等電信運營商，公司旗下產(chǎn)品Ti*WatchPro4G成為電信運營商們推廣eSIM業(yè)務的明星產(chǎn)品。像Mobv**這樣的中國科技品牌，憑借技術實力獲得海外消費者喜愛和企業(yè)合作資源，在海外市場持續(xù)探索和突破，使中國品牌的標簽由“產(chǎn)品性價比高”轉(zhuǎn)向“科技與創(chuàng)新領先”，這有利于反哺科技領域的其他中國品牌，實現(xiàn)建設中國科技品牌的正向循環(huán)。與IT制造業(yè)其他出海品牌的不同之處在于，Mobv**自起步時便堅持同步推動國內(nèi)外業(yè)務，這一做法值得進一步探究。Mobv**創(chuàng)始人李**認為智能硬件的新興產(chǎn)品大都從北美起步，然后滲透到西歐再到亞太，Mobv**如果選擇專注國內(nèi)市場，則不會有太大發(fā)展，而中國IT制造業(yè)的知名品牌如華為、小米、OPPO和VIVO等，大都選擇在國內(nèi)市場打下基礎，實現(xiàn)資本和國內(nèi)知名度的積累再走向海外。IT制造業(yè)在技術方面具有特殊性，海外市場看重創(chuàng)新能力和前沿技術,國內(nèi)市場則更看重性價比和基礎體驗。資料來源：問題：Mobv**主要依托于哪個跨境電商平臺售賣產(chǎn)品？該平臺有什么特點？Mobv**成功的因素是什么？ReferenceAnswers：Amazon.Amazonhashigheraccessrequirements,andmostsellersregisteredonitarelargebrandsorstrongsellers.Amazonplatformhashugetraffic,stronguserrecognition,highproductpriceandperfectplatformrules，andcoversmainstreamcountries.①Creatinghigh-qualityandaffordableproductstomeetoverseasdemandthroughtechnologicalinnovation；②Carryingforeigngiantenterpriseecologytoachievepromotion。參考答案：亞馬遜。亞馬遜入駐門檻較高，入駐的多為大品牌或?qū)嵙π酆竦拇筚u家。亞馬遜平臺流量巨大,用戶認可度強,產(chǎn)品客單價高,平臺規(guī)則完善，覆蓋主流國家。①通過技術創(chuàng)新打造迎合海外需求的優(yōu)質(zhì)優(yōu)價產(chǎn)品；②搭載國外巨頭企業(yè)生態(tài)實現(xiàn)推廣。

Case2：LuxuryjewelrybrandPdPaol*ispopularinInstagramPlatformIn2022,jewelryisthethirdlargestcategoryofadvertisingintheyearexceptclothingandpersonalcare.Theglobaljewelryindustryhaswitnessedconsiderabledevelopment,andthemarketsizehasmaintainedaboutUS$300billion.Inaddition,thehighprofitofjewelrycategory,theaverageprofitofwhichcanreach25%~75%,andthehugepremiumspace,withoutcertainpricingstandards,havebecomeanimportantreasontoattractmanysellerstoenterthemarket.AccordingtoGoodSpydata,inthelistofjewelryadvertisingstores,thenumberofnewadvertisementslaunchedbytheluxuryjewelrybrandPdPaol*inthepast7daysincreasedby288.1%month-on-month,rankingfirst.AsajewelrybrandfromBarcelonaandestablishedin2014,PdPaol*hasnotonlymaintainedhighfrequencymarketinginsocialmediainrecentyears,butalsograduallyincreaseditsinvestmentinadvertisingmarketingandemergingmarkets,activelylookingfornewgrowthpoints.FromGoogle'strend,wecanalsofindthatPdPaol*'sbrandingstrategyiseffective,andthesearchfeverhasbeensoaringsince2020,graduallyemergingfromthenichebrands.Firstofall,fromtheperspectiveofproducts,PdPaol*mainlyoperatesinmultiplecategories,includingearrings,earrings,rings,necklaces,pendantsandbracelets.PdPaol*focusesonhighqualityandlightluxuryconsumergroups,withproductpricesrangingfromthelowerlimittotensofdollarsandtheupperlimittothousandsofdollars.Overall,about40%oftheproductsarepricedbetween$50and$100,whichisalsothemainproductofthebrand.Inproductdesign,highlight"simplicitybutnotsimplicity".Payattentiontodetaildesignandproducttexture.MostofPdPaol*'sproductsaremadeof925sterlingsilver,18caratgoldandothermaterials,andtheproductqualityisstrictlycontrolled.Inaddition,thereisadesignteamwithexquisitecraftsmanshiptoensurethattheproductdesignisbothfashionableandadvanced.Ontheotherhand,PdPaol*attachesgreatimportancetotheuserexperience.Theindependentstationoftheofficialwebsitesupportsalmostalltypesofinternationalcurrencypayments.Atthesametime,theofficialwebsitealsosupportsmultiplelanguagesandcanpushmessagestargetedtocustomersindifferentlanguages.ThisisalsooneofthereasonsforpromotingPdPaol*tospeedup"goingoutofthecircle"andbecomeaninternationalbrand.ItisworthnotingthatPdPaol*hasalsograduallyincreaseditsinvestmentin(mobile)mediaadvertising.AccordingtoGoodSpydata,PdPaol*hasincreaseditsadvertisingsinceMarch2022,andtheadvertisingvolumeinMarchhasincreasedbymorethanfivetimes.Amongthem,thepeakperiodofadvertisingisintheendofQ4shoppingseason,andthenumberofadvertisinginNovemberismorethan8000.Fromtheperspectiveofmediachannels,PdPaol*mainlyputsadsinFacebookchannels,withFacebook,Facebook(FAN),MessengerandInstagramevenlydistributed.Inaddition,PdPaol*hassignificantlychangedinregionaldelivery.AlthoughEuropeandtheUnitedStatesarestillthemainmarketplacesforPdPaol*'smarketinginvestment,itssharehasdeclinedsignificantly,withthesalesvolumeinNorthAmericafallingby15.2%yearonyearin2022.Ontheotherhand,PdPaol*'sinvestmentinAsia,SoutheastAsiaandtheMiddleEastcontinuedtoexpand,forexample,theshareoftheAsianmarketroseto16.7%.Fromtheperspectiveofspecificcountries/regions,thetop10countriesarestillinthemajorityinEuropeandtheUnitedStates,butitcanbeseenthatHongKong,China,accountsfor10.8%oftheinvestment,whichindicatesthatPdPaol*hasgraduallyattachedimportancetodevelopingnewmarketssuchasAsia.Inthecreativedesignofadvertisingmaterials,PdPaol*mainlyhasthefollowingcharacteristics:①theimagematerialspayattentiontobrandpackaging,theoverallposterdesignissimpleandfashionable,highlightingthesenseofproductsophisticationandquality;②Increaseinterestpointsandstimulateusers'interestinpurchase;③Realpersonliveshootingmaterialtoincreaseinterestandrealism.Source:Question：WhatarethecharacteristicsofPdPaol*brandintheproductselection?WhichmediachannelsdoesthePdPaol*brandusetoadvertise?案例2：輕奢飾品品牌PdPaol*風靡INS時尚圈在2022年全球獨立站投放大盤中，珠寶飾品類是除服裝和美容個護外，全年廣告投放量第三大的類目。全球珠寶首飾行業(yè)發(fā)展可觀，市場規(guī)模保持約3000億美元左右。加之珠寶類目利潤高，平均利潤可達25%~75%，且溢價空間極大，無一定的定價標準，成為了吸引眾多賣家入局的重要原因。據(jù)GoodSpy數(shù)據(jù)顯示，在珠寶類廣告店鋪投放榜中，輕奢飾品品牌PdPaol*近7天新投放廣告數(shù)環(huán)比新增288.1%，投放量位居第一。作為一家來自巴塞羅那并于2014年成立的飾品類品牌，PdPaol*近年來不僅社媒媒體上保持高頻次營銷，在廣告營銷及新興市場的投入上也逐漸加大，積極尋找新的增長點。從谷歌趨勢中也可以發(fā)現(xiàn)，PdPaol*的品牌化策略行之有效，搜索熱度在2020年后一路狂飆，從小眾品牌逐漸出圈。首先先從產(chǎn)品上看，PdPaol*主要是多類目經(jīng)營，產(chǎn)品類目覆蓋耳環(huán)、耳釘、戒指、項鏈、吊墜和手鏈。PdPaol*主打高質(zhì)、輕奢消費群體，產(chǎn)品價格帶下限至幾十美元，上限至上千美元不等。整體來看，大約有40%產(chǎn)品價格集中在50美元至100美元之間，也是該品牌主推的產(chǎn)品。在產(chǎn)品設計上，突出“簡約而不簡單”。重視細節(jié)設計以及產(chǎn)品質(zhì)感。PdPaol*絕大多產(chǎn)品由925純銀、18克拉黃金等材質(zhì)構成，嚴控產(chǎn)品質(zhì)量。此外，還有一支精工巧匠的設計團隊，保證產(chǎn)品設計兼具時尚和高級感。另一方面，PdPaol*十分重視用戶體驗，官網(wǎng)的獨立站幾乎支持所有類型的國際貨幣支付，同時官網(wǎng)還支持多語言且能根據(jù)不同語言的客戶針對性推送消息，這也是推動PdPaol*加快“出圈”，成為國際化品牌的原因之一。值得注意的是，PdPaol*在（移動端）媒體廣告的投入上也逐漸增加。據(jù)GoodSpy數(shù)據(jù)顯示，PdPaol*從2022年3月份開始加大投放廣告，3月廣告量環(huán)比上升超過5倍。其中投放高峰期是在Q4年終購物季，11月在投放廣告數(shù)超過8千。從投放媒體渠道上看，PdPaol*主要在Facebook系渠道投放廣告，F(xiàn)acebook、Facebook（FAN）、Messenger和Instagram占比分布均勻。此外，PdPaol*在地區(qū)投放上有明顯變化。盡管歐美仍是PdPaol*營銷投入的主陣地，但份額有明顯下降，其中在北美地區(qū)2022年的投放量同比下降15.2%。另一方面，PdPaol*在亞洲、東南亞及中東等市場的投放力度持續(xù)擴大，如亞洲市場的份額上升至16.7%。從具體的國家/地區(qū)來看，Top10國家仍是歐美居多，但可以看到中國香港的投放量占比達到10.8%，說明PdPaol*逐漸重視開拓亞洲等新市場。在廣告素材創(chuàng)意設計上，PdPaol*主要有以下特點：①圖片素材重視品牌包裝，整體海報設計偏簡約時尚風格，突出產(chǎn)品高級感和品質(zhì)感；②增加利益點，激起用戶購買興趣；③真人實拍素材，增加趣味性和真實感。資料來源：問題：（1）PdPaol*品牌在選品上有什么特點？（2）PdPaol*品牌主要通過哪些媒體渠道投放廣告？ReferenceAnswers：PdPaol*hasawiderangeofproducts,withproductpricesrangingfromtensofdollarstothousandsofdollars,andthemainproductpricesrangingfrom$50to$100.Productsaresimple,payattentiontodetailsandtexture,andfocusonhigh-qualityproducts.PdPaol*mainlyadvertisesonFacebook,Facebook(FAN),MessengerandInstagram.參考答案：PdPaol*品牌的產(chǎn)品類目廣泛，產(chǎn)品價格位于幾十美元到上千美元區(qū)間，主推產(chǎn)品價格在50美元-100美元區(qū)間。產(chǎn)品簡約，注重細節(jié)和質(zhì)感，以高質(zhì)量產(chǎn)品為主。PdPaol*主要在Facebook、Facebook（FAN）、Messenger和Instagram投放廣告。

Case3：ILIF*sweepingrobot“sweeps”acrosstheoceanInrecentyears,sweepingrobotshavebeenlovedbyurbanfamilies.Sincethefirstyearofintelligencein2015,theservicerobotindustryrepresentedbysweepingrobotshaswitnessedrapiddevelopment.Itisreportedthatfrom2015to2020,thecompoundgrowthrateoftheglobalmarketofsweepingrobotsreached24.60%,andthescaleoftheglobalsweepingrobotmarketreachedUS$5.3billionin2021.ILIF*'ssweepingrobothascompletedcleaningservicesforfamiliesinmorethan40countriesandregionsthroughAliExpressplatform.Thelong-termandtacitcooperationbetweenthetwosideshasmadetheperformanceofILIF*inAliExpressmoreprominent.From2017to2020,ILIF*wonthetitleof"TopTenBrands"ofAliExpress.In2022,asanationalbrandfullysupportedbyAliExpress,ILIF*becamethefirstbatchofmerchantstoenterAEMall.Beforeestablishingitsownbrand,ILIF*,relyingonitscoreR&Dtechnologyandhigh-qualityservices,hasbeenengagedinOEMfordomesticandeveninternationalleadingbrands.However,theproblemoflowaddedvaluefacedbytheOEMenterprisespromptedtheleaderstosprouttheawarenessofbrandingandsetthestrategyoftakingthebrandline.In2016,China'sindependentbrandILIF*wasofficiallyestablished.Basedontheconsiderationoftherelativesaturationofthedomesticmarket,ILIF*haslockeditstargetmarketoverseasfromthebeginning.ILIF*'sfirststepwastojoinAliExpress.WhileAliExpresswasmakinginroadsintheU.S.andEurope,ILIF*keptpacewiththeplatform,sellingitsfirsthitinlessthansixmonthsafterthestoreopened.ILIF*'sproductsaresimpleinappearanceandpowerfulinfunction,allowingpeoplearoundtheworldtofullyexperiencethecostperformanceof"Chinesestyle"."Easytouseandnotexpensive"，thisisthecommentofmanyEuropeanandAmericancustomersonILIF*products.ILIF*haslocaloperationsteamsinkeycountries,whonotonlyprovideafter-salesservicesinthelocalmarket,butalsoreportthemarketdemandbacktotheheadquartersforproductdevelopmentandupgrading.Forexample,therearedifferencesintheneedsofusersindifferentmarkets.Forexample,EuropeanandAmericancustomershaveastrongcognitionofsweepingrobots,sotheypaymoreattentiontoperformanceandtheapplicationofnewtechnologies.Russiancustomersarelookingforcostperformance;BuyersintheMiddleEasthaveanunusualappetiteforcolormatching.Anddifferentfamilieshavedifferentchoicesofproductsaswell.Forexample,inhomeswithpetsandcarpets,thesweeper'shairtreatmentrequirementsaremorestringent,andinhomeswithahighproportionofhardfloors,thedemandforautomaticfloormoppingisfargreaterthanhand-heldvacuumingproducts.Becausedifferentlifescenesalsoputforwarddifferentrequirementsforproductperformance,thispointwhetherfromcustomercommentsorthebackgrounddataofAliExpresscanbeconfirmed.Inaddition,ILIF*isalsogoodatfindingtherighttimetoenterthemarket,andtheappropriatemarketingapproachtotheplatformtoallowbrandstocallonpeopleandcapturethemarket.Forthereleaseofanewproduct,ILIF*teamwilltrytocarryoutdetaileddescriptionandmulti-languagetranslation,withAliExpressplatformrecommendedmarketingresources,combinedwiththestationKOLrhythmicmarketing,thusarousingmediaattention,towinmorepotentialconsumers.Inthisway,withverycost-effectiveproductstrategyintotheEuropeanandAmericanmarkets,throughlocalizedoperationandAliExpressdatafeedbackfirmlygraspthemindofoverseasusers,andthenwiththemarketingplayandlogisticsadvantagesoftheplatform,theChinesebrandILIF*hasrealizedthe"last,first,first"intheinternationalmarket.Now,everymonth,theAliExpressplatformprovidesILIF*withaseriesofdatareportsonoverseasmarkets,andtheteamusesa"businessadvisor"tokeepabreastofthelatestdevelopmentsinoverseasmarkets.Thelong-termcooperationbetweenthetwopartieshasmadeILIF*'sperformanceonAliExpressevenmoreprominent.From2017to2020,ILIF*wasnamed"Top10Brands"onAliExpress.Source:/Question：WhatisOEM?Whataretheadvantagesofbrands?IfyouareaCross-