Research On The Business Model Of Ali Express B2C Cross-border E-commerce Platform

In recent years,cross-border e-commerce as a new form of foreign trade has been booming in all countries of the world,market transactions have been rampant,market potential is great,and the traditional foreign trade business has become increasingly debilitating.From the model point of view,although the proportion of B2 C is not large,it shows a trend of rising all the way.Therefore,the research on the B2 C cross-border e-commerce platform is of practical significance.The business model of China's current cross-border B2 C e-commerce platform is still being explored.AliExpress has been the largest cross-border B2 C export platform in China for nearly eight years.The selection of this case is typical.From the perspective of platform economy,this paper proposes a comprehensive strategy to improve the business model of China's cross-border B2 C e-commerce platform.First,the introductory part reviews the related research and ideas of the platform economy and business model.Second,from the cross-border B2 C e-commerce market size and regional characteristics,the global cross-border B2 C e-commerce growth path was analyzed.Thirdly,referring to Osterwalder's business analysis model to determine the business model elements of the case object: value proposition,core resources and key business,profit model.Then,through a comprehensive interpretation of the business model of AliExpress,we discovered that its value proposition is to provide platform merchants with direct sales channels and sales guarantees for end consumers,and to provide global consumers with purchasing channels and consumer protection;Resources and key business are continuous innovation and perfect logistics system,diversified payment methods and efficient information flow;its profit model has two characteristics: First,the externality of members and the externality of users;second,the diversification of source income.Finally,from the analysis of the case AliExpress,we put forward measures to improve the business model of China's cross-border B2 C e-commerce platform: first,improve the competitiveness of platform businesses;second,improve the platform for overseas commodity trading systems;third,the layout of cross-border e-commerce ecosystem.