RED Based On UGC Community Cross-border E-commerce C2B Model Research

In the "Government Work Report",Premier Li Keqiang pointed out that it is necessary to cultivate new trade models and new formats,and promote trade development and industrial upgrading.RED rises rapidly in the context of the Internet + and enters our lives with a new type of cross-border trade.RED is currently the largest community-based e-commerce company.In 2017,RED ranked first in the cross-border e-commerce APP list.People's Daily named RED as“Chinese brand”,and foreign well-known media called it “AMazon+ Instagram ”.RED uses the unique business model to lead the direction of UGC community e-commerce.Why can RED break through the cross-border e-commerce industry of the strong like Lin? This is the theme of this paper's research-"RED based on the cross-border e-commerce C2 B model of the UGC community."This paper selects RED as the research object.Based on the collation and analysis of relevant research literatures,this paper uses the four elements of business model to investigate and analyze RED,aiming to explore how RED conducts community content operation and how to Create a company,confirm the sales model of the product and how to obtain profits.In the specific operation,arrange the activities of the company,how to create the enterprise value,realize theperfect combination of the community and the e-commerce,and complete the business closed loop.Then explore the innovations and problems of the business model of the RED.The innovation lies in the combination of social and social communication,young and fun;“sharing” + “shopping” forms a closed-loop community platform;self-operated + big data,precisely matching user needs;Product information display is more image.In the process of brand communication,there are mainly problems in the community notes:false product reputation;incomplete product categories,user groups,and a single market;creating a community “ content operation ”ecosystem.Through the above analysis,this paper explores the part of RED based on the development of C2 B e-commerce model of community economy.The conclusions mainly include: using word of mouth to form a closed-loop commercial community to realize user transformation;user data cross-interaction;focus on community The user scale,viscosity and positive handling of negative word of mouth issues,etc.,hope to provide a useful reference for the development of other e-commerce companies.