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

Chapter4OnlineMarketingandPlanningofCross-borderE-commerce第4章跨境電商網(wǎng)絡(luò)營銷與策劃Case1：SeehowZALO**leadstheSoutheastAsianfashionCross-borderE-commerceplatformthroughsocialmediamarketingIn2012,theonlinefashionandbeautyproductshoppingplatformZALO**wasestablishedinSingapore,andatthesametime,therearesub-webpagesinIndonesia,Thailand,Vietnam,thePhilippines,BruneiandMalaysia.Accordingtothecompany'sfinancialreportinthefirstquarterof2021,ZALO**hasatotalof3.3millionactiveusersinSoutheastAsia,withquarterlysalesofnearly10milliondollars.AccordingtoIPrice'sresearchreport,ZALO**hasbecomeIndonesia'sfashione-commerceplatformwiththehighestmonthlyaveragevisitsinthethirdquarterof2021,reaching2.6milliontimes.ThemainaudienceofZALO**isyoungconsumersaged26-30.ZALO**obtainstrafficthroughsocialmediasuchasFacebook,TikTok,YouTube,etc.,whicharepopularwithyoungpeople,throughadvertising,eventmarketing,contentpromotionandotherdiversifiedwaystoimproveitspopularity.FacebookestablishessocialmediahomepageZALO**establishesahomepageonFacebooktopublishproductadvertisementsandbrandcontentandattachesshoppinglinksontheofficialwebsitetothehomepagetoimprovethepurchaserateofthestore.Atpresent,ZALO**'sFacebookpagehasattracted8millionfollowers.ZALO**usessocialmediatopromotethebrandconcept,includingthenewclothingadsshotbymodels,thestyleofwearingthesamestyleasthestars,andtheopen-boxtrialofonlinecelebrities.Duringthemarketingofmajornodessuchasthe"Double11"and"Double12",ZALO**filmedadvertisingfilmstopre-announcepromotionalactivitiestoattractconsumerstothewebsiteforconsumption.Atthesametime,ZALO**usesFacebook'sadvancedpositioningtooltofindpotentialtargetusers,excludingexistingoldcustomers,andonlypushingmarketingcontenttotargetusers,toincreasethenumberofapplicationsinstalled.Throughthisactivity,ZALO**usesFacebooktoachievea30%increaseinthereturnonadvertisingspendinganda2-foldincreaseinthenumberofnewcustomers,greatlyimprovingthebrandinfluenceandachievingeffectivecustomeracquisition.YouTubecreativecontentZALO**'sofficialYouTubeaccountismainlydividedintoseveralsections,suchaswearingstyle,beautyproductsandholidaystyle.ThisyearisthetenthanniversaryofZALO**'sfounding,soanewsectionof"ZALO**'s10thAnniversaryBirthday"isaddedonYouTube,focusingonthedigital"ten"outputcontent,suchas"tenwaystotakephotos","tenwaystowearat10a.m.and10p.m.",and"tenwaystowearclassicwhiteT-shirts".ThediversifiedseriesofcontentproducedbyZALO**onYouTubehelpsthebrandexpanditsaudienceandgainalotofattentionthroughrichcontentformssuchasbeautytutorials,clothingsuggestionsandtourismadvertisements.TikToksocialmediamatrixZALO**hassetupofficialaccountsforthemarketsofMalaysia,thePhilippines,SingaporeandIndonesiaforrefinedoperation.Accordingtotheculturalatmosphereofdifferentcountries,ZALO**hasdevelopeddifferentmarketingstrategies.FacingIndonesia,whichhasstrongMuslimculture,ZALO**preferstowearconservativeclothesfordisplay.UnderthemultipleeffectsofIslamicheadscarf,elegantclothingandexquisitemakeupofmodels,itattractsalargenumberofconsumerstogoshoppingonthewebsite.FacingthemulticulturalSingapore,ZALO**'sTikTokaccountshowsmoretrendssuchasBratzGirlsandY2K.Segmentedaccountoperationcanavoidunnecessarytroublescausedbyculturalconflicts,andalsoreachtargetconsumerswithcontentmoresuitableforlocalpopularculture.Atpresent,ZALO**isoneofthefastestgrowingonlinefashionretailersinAsia.ZALO**'sgreatsuccessdependsonthebrand'sabilitytodevelopmarketingcontentsuitableforitsownstyleaccordingtothetoneofthesocialmediaplatform,promotethebrandinmultipledimensions,reachmorepotentialusersandenhancebrandinfluence.Source:S/a/612146937_121097244Question:(1)WhatsocialmediaplatformsdoesZALO**mainlyuseformarketing?(2)HowdoesZALO**useTikTokformarketing?(3)HowdoesZALO**useFacebookformarketing案例1：看看ZALO**如何通過社交媒體營銷領(lǐng)跑東南亞時尚跨境電商平臺2012年，網(wǎng)上時裝及美容產(chǎn)品購物平臺ZALO**在新加坡成立，同時在印尼、泰國、越南、菲律賓、文萊、馬來西亞設(shè)有分區(qū)網(wǎng)頁。根據(jù)該公司2021年第一季度的財(cái)報(bào)，ZALO**在東南亞一共有330萬活躍用戶，季度銷售額接近1000萬美元。據(jù)IPrice的研究報(bào)告，ZALO**已經(jīng)成為印尼2021年第三季度月均訪問量最高的時尚電商平臺，達(dá)到260萬次。ZALO**的主要受眾群體為26-30歲的年輕消費(fèi)者，ZALO**通過年輕人喜愛的Facebook、TikTok、YouTube等社交媒體投放廣告、活動營銷、內(nèi)容推廣等多元化方式獲取流量，提升知名度。Facebook建立社媒主頁ZALO**在Facebook上建立主頁發(fā)布產(chǎn)品廣告和品牌內(nèi)容，并在主頁附上官網(wǎng)購物鏈接，以提升店鋪的購買率。目前ZALO**的Facebook頁面已有800萬粉絲關(guān)注。ZALO**借助社交媒體宣傳品牌理念，內(nèi)容包括由模特拍攝的新款服飾廣告、與明星同款的風(fēng)格穿搭以及網(wǎng)絡(luò)紅人的開箱試穿。在雙十一、雙十二等重大節(jié)點(diǎn)營銷時，ZALO**拍攝廣告片預(yù)告促銷活動，吸引消費(fèi)者前往網(wǎng)站進(jìn)行消費(fèi)。與此同時，ZALO**借助Facebook的高級定位工具尋找潛在目標(biāo)用戶，將已有的老客戶排除在外，只針對目標(biāo)用戶推送營銷內(nèi)容，以此增加應(yīng)用的安裝量。通過本次活動，ZALO**利用Facebook實(shí)現(xiàn)廣告花費(fèi)回報(bào)提升30%，新客戶數(shù)量增加2倍的成績，大力提升品牌影響力，實(shí)現(xiàn)有效獲客。YouTube創(chuàng)意內(nèi)容ZALO**的YouTube官方賬號內(nèi)容主要分為穿搭風(fēng)格、美妝產(chǎn)品和度假風(fēng)格等幾大版塊。今年是ZALO**成立十周年，因此在YouTube新增加“ZALO**十周年生日”的版塊，圍繞數(shù)字“十”產(chǎn)出內(nèi)容，比如“十種拍照方式”、“上午十點(diǎn)和下午十點(diǎn)的穿搭”、“十種方式穿搭經(jīng)典白T恤”等。ZALO**在YouTube上產(chǎn)出的多元化系列內(nèi)容，通過美妝教程、穿搭建議和旅游廣告等豐富的內(nèi)容形式助力品牌擴(kuò)大受眾群體，獲取大量關(guān)注。TikTok社媒矩陣ZALO**針對馬來西亞、菲律賓、新加坡和印度尼西亞市場設(shè)立官方賬號進(jìn)行精細(xì)化運(yùn)營。針對不同國家的文化氛圍，ZALO**制定出不同的營銷策略。面向穆斯林文化濃厚的印尼，ZALO**優(yōu)選較為保守的穿搭進(jìn)行展示，伊斯蘭頭巾、典雅的服飾和模特精致妝容的多重作用下，吸引大批消費(fèi)者前往網(wǎng)站進(jìn)行購物。面向文化多元的新加坡，ZALO**的TikTok賬號則更多地展示BratzGirls、Y2K等潮流風(fēng)格。細(xì)分賬號運(yùn)營能夠避免因文化沖突而造成不必要的麻煩，同時也能以更適合當(dāng)?shù)亓餍形幕膬?nèi)容觸達(dá)目標(biāo)消費(fèi)者。目前，ZALO**是亞洲增長最快的在線時尚零售商之一。ZALO**獲得巨大的成功，離不開品牌能夠根據(jù)社交媒體平臺的調(diào)性制定適合自己風(fēng)格的營銷內(nèi)容，多維度地推廣品牌，觸達(dá)更多的潛在用戶，提升品牌影響力。資料來源：搜狐網(wǎng)/a/612146937_121097244問題：（1）ZALO**主要運(yùn)用了那些社媒平臺進(jìn)行營銷？（2）ZALO**怎么使用TikTok來進(jìn)行營銷？（3）ZALO**怎么使用Facebook來進(jìn)行營銷？ReferenceAnswers：(1)Facebook,TikTokandYouTube.(2)AccordingtothedifferentculturalatmosphereinSoutheastAsia,ZALO**setupdifferentTikTokaccounts,heldbrandchallengesoffline,anddevelopeddifferentmarketingstrategies,whichcanavoidculturalconflicts.(3)SetupabusinesshomepageonFacebook+onlineinfluenceropen-boxtrialvideo+shootanadvertisingfilmtoadvancethepromotionactivitiestoincreasethenumberoffans,enhancethebrandinfluence,attractfanstotheZALO**websiteforconsumption,andachieveeffectivecustomeracquisition.參考答案：Facebook、TikTok和YouTube。ZALO**針對東南亞不同的文化氛圍，設(shè)立不同的TikTok賬號，線下舉辦品牌挑戰(zhàn)賽，制定出不同的營銷策略，這樣可以避免文化沖突。在Facebook上建立商業(yè)主頁+網(wǎng)絡(luò)紅人的開箱試穿視頻+拍攝廣告片預(yù)告促銷活動來增加粉絲數(shù)量，提升品牌影響力，吸引粉絲前往ZALO**網(wǎng)站進(jìn)行消費(fèi)，實(shí)現(xiàn)有效獲客。

Case2：Theannualsalesamountis120milliondollars,whichispopularwithstars!CASETiF*sellshigh-pricedmobilephoneshellstotheworldItbelievesthatcross-borderfriendshaveheardaboutthebrandofCASETiF*(hereinafterreferredtoasCTF)moreorless.Atfirstglance,thenameisveryinternational,butitisanauthenticHongKongbrandinChina.ThemainbusinessofCTFistosellmobilephoneshells.Atthebeginningofitsestablishment,noonebelievedthatmobilephoneshellscouldmakeglobalbusiness.Now,CTFhassoldtheirmobilephoneshellstomorethan180countriesandregionssuchasNorthAmerica,SouthKorea,JapanandEurope.AccordingtoeCommerceDBdata,thesalesofCTFreached120milliondollarsin2021.Thebrand'sgoalistoachieveUS$3billioninsalesthroughomni-channelchannelsby2025.FromKoreanidolstoHollywoodstarsandonlineinfluencerinEuropeandAmerica,CTF'smobilephoneshellhasloyalfansalmostallovertheworld'sentertainmentcircle.TheCTFmobilephoneshellcanbeseeneverywhereinself-portraits,streetshowsandprintmedia.Howcanasmallmobilephoneshellstandoutinthefiercecompetitionandfirmlyholdtheheartsoffashionfavorites?1.CTFmobilephonecaseThepriceofCTFmobilephoneshellisunusual,basicallybetween509and749HongKongdollars,about467to687Yuan,whichis10timesthepriceofordinarymobilephoneshell.However,evenatsuchhighprices,CTFcanstillsellabout3millionproductseveryyear.CTFcanbecomea"luxury"inmobilephonecases,mainlybecausetheyhavecapturedtheheartsofGenerationZandMillennialsthroughpersonalizedcustomization(POD,PrintonDemand,allowingpeopletochoosemultiplephotosfromInstagramaccountstocreatetheirownmobilephonecases),+IPco-branding(CTFco-brandingwithmanypopularIPsaroundtheworld,suchasVoyagerKing,HarryPotter,DragonBall,Disney,etc.)+highbeautyandhighquality.2.CTF'ssellingstrategyCTFmarketsegment,thetargetconsumersofthebrandare:thosewhoareinterestedindesignandartandproficientintechnology.Multiplesaleschannels:CTF'soverseassaleschannelsincludeonlineandoffline.CTFonlinefocusesonDTCmodeandsellsproductsthroughitsbrandindependentstation;Ithasopened18storesinSeoul,SouthKorea,Shanghai,China,CentralWorldShoppingCenterinThailand,California,theUnitedStatesandotherplacesaroundtheworld.3.PlaysocialmediamarketingCreatesocialmediamatrixTheyoungerCTFisverygoodatusingsocialmediaformarketing.Theirsocialmedialayoutisdiverse,coveringmainstreamsocialmediaplatformssuchasYouTube,Facebook,Twitter,Instagram,Reddit,TikTok,andhasformedacompletesocialmediamatrix.YouTubeisthemainsourceoftrafficfortheindependentstationoftheCASETiEYbrand.Althoughithasonly10000fansontheplatform,itsco-brandedvideos,productfall-resistanttestvideos,etc.,havegreatappealtotheaudience.CTFhasmultipleaccountsonInstagram,includingthemainaccountandseparateaccountscreatedforHongKong,theUnitedStates,Australiaandothermarkets.Themainaccountalonehas2.7millionfans.CTFalsohasaseriesofaccountsonTikTok,ofwhichthemainaccount@CTFhas580000fans.ThevideoreleasedbyCTFfocuseson"plantinggrass"throughproductusescenarios,andthebrandpaysattentiontoaddingthecutepets,loversandotherelementslovedbyyoungpeopleinthevideo.4.KOLmarketingCTFcan'tbreakintothefashionaccessoriescirclewithouttheroleofInfluencersmarketing.Theyactivelyco-namewithstarsfromvariouscountriessuchasthebulletproofyouthleague,andoftenreleasevideosofcooperationwithstarsandInfluencersinsocialmedia,earningenoughtrafficandeyeballs.Inaddition,CTFwillalsoselectbloggersatalllevelstocooperateinopen-boxgrassplantingvideostofurtherenhancebrandawarenessandinfluence.Source:163.com/dy/article/HJB14F310537A6DD.htmlQuestion:(1)CASETiF*isthemainDTCmodeonline.WhatistheCross-borderE-commerceDTCmode?(2)WhatarethecharacteristicsofCASTiFYmobilephonecase?(3)Whatisthesocialmediamatrix?案例2：年售1.2億美金，深受明星追捧！CASETiF*將高價(jià)手機(jī)殼賣向全球相信做跨境的朋友，多多少少都對CASETiF*（以下簡稱CTF）這個品牌有所耳聞。乍看起來，這個名字國際范十足，但其是個地地道道的中國香港品牌。CTF的主要業(yè)務(wù)就是賣手機(jī)殼，創(chuàng)立之初，沒人相信手機(jī)殼能做成全球業(yè)務(wù)，現(xiàn)如今，CTF已將他們的手機(jī)殼賣到了北美、韓國、日本、歐洲等180多個國家和地區(qū)。據(jù)eCommerceDB的數(shù)據(jù)顯示，2021年，CTF的銷售額達(dá)到了1.2億美金。該品牌的目標(biāo)是，到2025年通過全渠道方式實(shí)現(xiàn)30億美元銷售額。從韓國偶像，到好萊塢明星和歐美網(wǎng)紅，CTF的手機(jī)殼的忠實(shí)粉絲幾乎遍布全球娛樂圈。自拍、出街、曬圖社媒上到處可見CTF手機(jī)殼的身影。小小手機(jī)殼，憑什么能在激烈競爭中脫穎而出，牢牢拿捏時尚寵兒們的心？CTF手機(jī)殼CTF手機(jī)殼的價(jià)格非同尋常，基本在509至749港元之間，約合人民幣467至687元，是普通手機(jī)殼價(jià)格的10倍。然而，就算是如此高的價(jià)格，CTF每年依舊能賣出約300萬件產(chǎn)品。CTF能成為手機(jī)殼中的“奢侈品”，主要是因?yàn)樗麄兺ㄟ^個性化定制（POD,PrintonDemand，允許人們從Instagram賬號上選擇多張照片打造自己專屬的手機(jī)殼）、+IP聯(lián)名（CTF與航海王、哈利波特、龍珠、迪士尼等眾多風(fēng)靡全球的IP的進(jìn)行聯(lián)名）+高顏值和高質(zhì)量，俘獲了Z世代、千禧一代的心。CTF的出海策略CTF細(xì)分市場，該品牌的目標(biāo)消費(fèi)者是：那些對設(shè)計(jì)與藝術(shù)感興趣且精通技術(shù)的個人。售賣渠道多元：CTF的出海銷售渠道包括線上與線下。CTF線上主打DTC模式，通過其品牌獨(dú)立站售賣產(chǎn)品；線下在全球范圍內(nèi)入住了韓國首爾、中國上海、泰國CentralWorld購物中心、美國加州等地開了18家門店。玩轉(zhuǎn)社媒營銷打造社媒矩陣走年輕化路線的CTF非常擅于利用社媒進(jìn)行營銷，他們的社媒布局多元，涵蓋了YouTube、Facebook、Twitter、Instagram、Reddit、TikTok等主流社媒平臺，形成了一個完善的社媒矩陣。YouTube是CASETiEY品牌獨(dú)立站的主要流量來源，雖然其在該平臺僅有1萬粉絲，但他們所發(fā)布的聯(lián)名視頻、產(chǎn)品抗墜落測試視頻等，對受眾具有極強(qiáng)的吸引力。CTF在Instagram上有多個賬號，包括主賬號和針對香港、美國、澳大利亞等市場創(chuàng)建的單獨(dú)賬號，僅主賬號就有270萬粉絲。CTF在TikTok上也有一系列賬號，其中主賬號CTF有58萬粉絲，其發(fā)布的視頻重在通過產(chǎn)品使用場景來“種草”，且品牌注重在視頻中增加年輕人喜愛的萌寵、情侶等要素。紅人營銷CTF闖入時尚配飾圈少不了紅人營銷的作用，他們積極與防彈少年團(tuán)等各國明星進(jìn)行聯(lián)名，經(jīng)常在社媒發(fā)布與明星、紅人合作的視頻，賺足了流量和眼球。此外，CTF還會選取各個層次的博主合作開箱種草視頻，進(jìn)一步提升品牌知名度和影響力。資料來源：網(wǎng)易/dy/article/HJB14F310537A6DD.html問題：（1）CASETiF*線上主打DTC模式，什么是跨境電商DTC模式？（2）CASETiF*手機(jī)殼什么特點(diǎn)？（3）什么是社交媒體矩陣？ReferenceAnswers：(1)DirectToConsumer,Cross-borderE-commercetransactionsaregraduallygettingridoftheshacklesofCross-borderE-commerceplatforms.Cross-bordersellersconnectmoredirectlywithcustomersthroughself-builtindependentwebsites,whichnotonlyshortensthetransactionprocess,butalsoprovidesbetterservicestousers,andtheconversionratewillalsobeimproved.ThismodeofdirectconnectionbetweenmerchantsandconsumersisusuallycalledDTCmode.(2)"Luxury"inmobilephoneshell,personalizedcustomization,co-brandingwithIP,highbeautyandhighquality.(3)Theso-calledsocialmediamatrixistoestablishmediacontentthatreachesusersindifferentmediachannels,soastocompletethethree-dimensionalcoverageofusercontacts.Specifically,itistocontinuouslyoutputhigh-qualitycontenttovarioussocialmediaplatforms(suchasYouTube,Facebook,Twitter,Instagram,Reddit,TikTokmainstreamsocialmediaplatforms),andthecontinuousoutputofgoodcontenthelpsenterprisestosharetrafficstablyamongvariousplatforms,developnewfans.Creatingasocialmediamatrixcanhelpbrandownerstoestablishabettertrafficpool,attractmoreusers,makethebrandmoreexposed,shapethebrandimageandrealizethetransformationandrapidrealizationofusersinthelaterstage.參考答案：DirectToConsumer，跨境電商的交易逐漸擺脫了跨境電商平臺的束縛，跨境賣家通過自建獨(dú)立網(wǎng)站更直接的與客戶進(jìn)行連接，不僅縮短了交易流程，還能提供更好的服務(wù)給用戶，轉(zhuǎn)化率也會得到提升，這種商家與消費(fèi)者直接產(chǎn)生連接的模式通常稱之為DTC模式。手機(jī)殼中的“奢侈品”+個性化定制+與IP聯(lián)名+高顏值和高質(zhì)量。所謂社交媒體矩陣，就是在不同的媒體渠道，建立觸達(dá)用戶的媒體內(nèi)容，從而完成對用戶觸點(diǎn)的立體覆蓋，具體點(diǎn)說是將優(yōu)質(zhì)的內(nèi)容持續(xù)輸出到各個社交媒體平臺（比如YouTube、Facebook、Twitter、Instagram、Reddit、TikTok主流社媒平臺），良好內(nèi)容的持續(xù)輸出助力企業(yè)在各平臺之間穩(wěn)定分享流量，發(fā)展新粉絲。打造社交媒體矩陣可以幫助品牌主建立更優(yōu)流量池，吸引更多的用戶，同時讓品牌得到更大的曝光，塑造品牌形象并實(shí)現(xiàn)后期用戶的轉(zhuǎn)化和快速變現(xiàn)。

Case3:Zibu**'sgrossprofitrateisashighas75%,andthemarketvalueof3.8billionwonthe"firstshareofcross-bordershoesandclothingZibu**IPOnotonlyopenedthecapitalchannelofCross-borderE-commerce,butalsomademanypeersmarvel.TheaveragemonthlyGMVis270millionYuan(theaveragedatafromJuly2021toJune2022,ofwhichtheGMVreached339millionYuaninJune2022).TheachievementofGMVrankingfirstamongChinesesellersoffootwearandclothingexportedtoNorthAmericaandthirdamongsellersofthird-partyplatformshaswidenedthegapwithothercross-borderbusinesses..WhenZibu**wasfoundedin2011,unliketheindependentstationroutetakenbySHEI*,itchosetosettleintheCross-borderE-commerceplatformjustemergingatthattime.Thismayberelatedtoitsearlybusinessphilosophy.HuaBingruandhisfriendWang**,whojustgraduated,foundedZibu**inHangzhouanddecidedtoopenaflagshipstoreofwomen'sclothingbrandinTmallthenextyear.In2014,Zibu**settledinAmazon,andthenstartedallinCross-borderE-commercetosellshoesandclothingproductsglobally.Inthe11yearssinceitsestablishment,Zibu**hasconstantlychangeditsmainpositionaccordingtothesituation,fromtheearliestTmalltoQuickcom,eBay,Wish,andAmazon.Whentheplatformreleasesmismatchedorslidingsignals,itcanalwaysgetoutofthewayintime.AccordingtotheGMVin2021,Zibu**rankedthirdamongallplatformsellers,withamarketshareof0.4%,butitsresonanceintheindustryisself-evident:fromthe"distribution"model,ithasadeepunderstandingofplatformoperation,anditwinsbybuildingblockbusters.ItisreportedthatZibu**has1089shoesandclothingproductsinthetop100ofAmazon'sbest-sellingproductslist.Amongthemorethan300brandsthathavebeencultivated,thereare87popularbrandswithannualsalesofmorethan10millionYuan.AsofJune30,2022,atotalof6473popularproductshavebeencreated.In2021,Zibu**Groupachievedarevenueof2.35billionYuanandanetprofitof201millionYuan,withayear-on-yeargrowthrateofmorethan75.9%andagrossprofitrateof75.2%.Amongthem,thegrossprofitmarginofitsfootwearproductsismorethan80%,andthegrossprofitofitspopularclothingproductsisalsomorethan80%.Thelifecycleofthepopularproductscanevenreach3-4years,providingahugesourceofcashflow.Wang**,theco-founderofZibu**,said:"Everycompanyhasitsowngenes.Ourgenesarestrongproductdevelopment,operationandsales,andtheabilitytocreateblockbusters."Afteryearsofexplorationandprecipitation,Zibu**hasalreadyproduceda"flywheeleffect"atthelevelofproduct,operationandsales.Forexample,acertainSPUsold10000piecesthisyear,itscommentsandsalesprecipitation,Itisexpectedtodoubleonthisbasisnextyear,whichispredictable.Therefore,Zibu**'sbrandscancatchagroupofstableandstickyconsumersandconstantlypolishevery(popular)productinthestore.Winningbyquantity,scaleandhotmoneyistheclassicgameofmanyestablishedcross-borderbigsellers.Intheindustry,suchamodeliscalled"storegroupmodel",thatis,thecompanyoperatesthousandsofstoresonthee-commerceplatformandoperatesaroundthelogicofSPUratherthanthemainbrand.Multi-storedistributionmodeisalsoeasiertoimprovetherankingofListingandcreateblockbusters,butatthesametime,italsorequiresveryhighoperationalabilityoftheteam.Wang**analyzedthis:Firstofall,thecompany'soperatingtalentisverystable,theturnoverrateofmiddleandseniormanagementisverylow,andtheaveragecooperationperiodofthemanagementteamis6years.Inthedesignteam,nearly30%ofthestaffhaveworkedformorethan3years.Basedonthestabilityofteamtalents,theexperienceofcreatinghotlistinghasbeeninheritedfromthebeginningtolearnfromeachotherlater.Gooddevelopmentandoperationtalentshaveaunique'senseofsmell',andtheteamwillalsoenterahealthygrowth.Second,Zibu**hasstrongoperationaldataanalysisability,iswellversedinthemarketingstrategyofpopularproducts,hasrichexperienceinidentifyingproductsalestrendsandestimatingthesalesvolumeofeachquarter,andcanoccupythesegmentflowofmajorplatformsthroughdigitalmarketingdecisions.Inaddition,Zibu**alsocloselytrackstheproductranking,competitors'pricingstrategiesandinventorylevels,andtimelyadjuststhecorrespondingpricingtoensureahighprofitmargin.Third,itcontinuestoimproveproductsaccordingtocustomerfeedbackandbigdata,thusextendingthelifecycleofpopularproducts.Thecompanyhasaccumulatedtensofthousandsofsurfaceandauxiliarymaterialsdatabasesthathavebeenverifiedandareeasiertocreatepopularversions.Withthehelpofbigdatatrackingsystem,thecompanyhassummarizedthecurrentpopularcolors,patterns,prices,etc.inthefootwearindustryfromthecutting-edgetrends,andimprovedtheproductstomakeitmoreinlinewiththeneedsofusers.Zi**announcedits2024results,withrevenuereachingapproximately3.325billionYuan,ayear-on-yearincreaseof10.83%.Grossprofitstoodatabout2.471billionYuan,up26.39%fromthepreviousyear.Netprofitwasaround151millionYuan,turningfromalosstoaprofityear-on-year.Thenetoperatingcashflowhitarecordhighofapproximately262millionYuan.Meanwhile,theboardofdirectorsdeclaredadividendofHK$0.12persharetorewardshareholdersandinvestors.Thecompanystatedthattherevenuegrowthwasmainlyduetothegroup'sstrengthenedbrandbuildingandincreasedmarketingefforts,whichdroverevenuegrowthonAmazonandTikTokplatforms.Theturnaroundfromlosstoprofitwasprimarilyattributedtothefurtherimprovementofcommodityoperationefficiencyandtheoptimizationofinventorystructure,resultinginasignificantreductionininventoryprovisionsandcorrespondingdecreasesinwarehousingexpenses;inaddition,thecontinuousincreaseinrevenueledtoacorrespondinggrowthingrossprofit.Source:T/newsDetail_forward_21431970?commTag=trueQuestion:(1)WhatisthedifferencebetweenZibu**andSHEI*inCross-borderE-commerceoperation?(2)AnalyzethereasonwhyZibu**ispopularonAmazon?(3)WhataretherisksofCross-borderE-commerceoperationinthefuture?案例3：子不*毛利率高達(dá)75%，38億市值摘得“跨境鞋服第一股子不*IPO既打開了跨境電商的資本通路，又讓眾多同行望洋興嘆。月均GMV2.7億元（2021年7月至2022年6月的平均數(shù)據(jù)，其中2022年6月的GMV達(dá)3.39億元），在鞋服品類出口北美的中國賣家中GMV排名第一、在三方平臺賣家中GMV排名第三的成績，拉開了與其他跨境商家的差距。2011年子不*成立的時候，不同于SHEI*所走的獨(dú)立站路線，它選擇入駐彼時剛剛興起的跨境電商平臺。這或許和它早期的經(jīng)營理念有關(guān)，剛畢業(yè)的華丙如與好友王**在杭州創(chuàng)辦子不*，并決定于次年在天貓開設(shè)女裝品牌旗艦店。2014年，子不*入駐亞馬遜，而后就開始allin跨境電商，面