Study On Problem Of Lightinthebox's Cross-border Electronic Commerce Operation Mode

With the popularity of Internet and e-commerce,the development of cross-border e-commerce is closely related with the transformation of economic.Compared with the conventional international trade,cross-border e-commerce greatly reduces the cost of the enterprise and effectively attracts the potential overseas consumers.Recent years,with the support of policy,cross-border e-commerce business are springing up and cross-border e-commerce industry of China is rapidly growing up.Among the cross-border e-commerce industry,AliExpress? Global Sources?Made in China and Dunhuang network are the best cross-border e-commerce platforms which occupy a large market share of the domestic e-commerce international trade.However,among these cross-border e-commerce,Lightinthebox which is the previous leading company in the industry is now continuing loss the market share and the net operating profit has been a loss for consecutive seven quarters.Lightinthebox is now in danger of delinking or privatization.This paper select Lightinthebox as a case to study.After describing the performance,external environment and competition of this company in detail,we will focus on researching the business model and analyzing the specific problems of business model.Finally,we will make a suggestion to solve these problems.We hope this study will help SMEs understand B2 C cross-border electricity supplier industry in operating mode.This paper is divided into six parts.The first part is an introduction describes the research background,significance of the study and also domestic and international study status.The second part is an overview of current situation of cross-border e-commerce B2 C operations.This part will analyze the operating conditions of cross-border e-commerce B2 C operations and conclude on the common business model in China.The third part is financial and competitive environment analysis of Lightinthebox.This part is focused on the external macro environment of the company and the competition situation of the whole industry,trying to find the major crisis through analyzing the current financial situation of the company.The fourth part is the in-depth analysis of the company's operational model.The analysis is mainly focused on six parts include product management?overseas marketing?cross-border logistics?management of supply chain?online payment and internal personnel management,then select five indicators to make a comparative analysis with industry to analyze the business model of Lightinthebox further.The fifth part is to find the problems of business model of Lightinthebox in the basis of the in-depth study and comparative analysis in the fourth part.At sixth part,we give suggestions to solve the problems of business model of Lightinthebox and describe the assistance for SEMs in China to develop cross-border e-commerce business.