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

Since the 21 st century,with the continuous development of information technology,e-commerce has had a profound impact on world economy and technology due to its convenience and flexibility.Since the global economic crisis in2008,the growth rate of global trade has slowed significantly.However,as a new form of international trade,cross-border e-commerce has developed against the trend,In particular,the proportion of B2 C cross-border e-commerce transactions in the total trade has continued to expand.Small and medium sized enterprises take advantage of the unique advantages of China's supply chain to begin to go abroad with the help of cross-border e-commerce platforms.As a typical representative of Chinese cross-border e-commerce platform,AliExpress,which was established in2010,has surpassed a number of established cross-border e-commerce platforms such as LightIn TheBox and Milanoo,and has become the largest B2 C cross-border e-commerce platform in China.By analyzing the advantages and problems in its business model,it provides suggestions for optimizing the business model of China's cross-border e-commerce platforms.This article comprehensively uses case analysis method and comparative analysis method.The first part combs the relevant concepts of cross-border e-commerce platforms and business models by combining the relevant research of domestic and foreign scholars.It is pointed out that the cross-border e-commerce platform is a bilateral market with typical network externalities and price asymmetry.This article consists of five parts.The second part summarizes the current situation and characteristics of China's cross-border e-commerce as a whole,and elaborates the theoretical framework of the business model research in this paper.The third part first analyzes the macro environment and industry environment facing the development of AliExpress,and then selects products and services,target customers from the four levels of supply,customer,infrastructure and finance according to Osterwalder's business model theory.Analysis of AliExpress' s business model with five key elements: profit model,profit model,cross-border logistics and payment methods.The fourth part compares with Amazon's business model.As a world-renowned e-commerce company,Amazon's business model has a lot to learn from.As a world-renowned e-commerce company,we can learn a lot of things from Amazon's business model.Through comparative analysis,we can find the advantages and problems in AliExpress' business model.The fifth part proposes suggestions for optimizing the business model of China's cross-border e-commerce platform from the perspective of the government and enterprises.On the one hand,the government should actively promote the construction of the legal system,strengthen the protection of intellectual property rights,and increase the supervision of cross-border e-commerce enterprises.On the other hand,the government should simplify the customs clearance process and improve the efficiency of customs clearance.And the development of cross-border e-commerce should be escorted from a macro perspective.In the era of "Made in China 2025",cross-border e-commerce platforms should pay attention to brand building of goods and strive to build world-class brands.At the same time,we should actively strengthen cooperation with third-party logistics companies and third-party payment agencies,provide diversified logistics solutions and payment methods.Actively build a platform-centric cross-border e-commerce ecosystem.By strengthening cooperation among all parties to achieve resource sharing,improve overall operating efficiency,provide customers with diversified services,and improve user experience to achieve a win-win situation.