Research On Vertical Cross Border E-commerce Business Model

With the continuous development of Internet technology and the optimization of logistics environment,cross-border e-commerce has flourished globally in recent years.As the blue ocean of the global economy,cross-border e-commerce has attracted the attention of many companies.Amazon,Lazada,Alibaba International Station and other comprehensive cross-border e-commerce have become giants in the e-commerce industry and rapidly monopolized the comprehensive e-commerce market.It can be seen that it is difficult for new enterprises to survive in the comprehensive cross-border e-commerce market.However,the vertical cross-border e-commerce has avoided the market competition with the comprehensive monopoly e-commerce giants due to its professional characteristics and advantages of its business model,showing a good development trend.Therefore,vertical cross-border e-commerce has become the development trend and transformation direction of many new cross-border e-commerce enterprises.Compared with emerging comprehensive cross-border e-commerce,vertical cross-border e-commerce has greater development potential and lower risk.However,these enterprises tend to be small in scale,start late,and do not have the first-mover advantage of early cross-border e-commerce.Many enterprises are still growing,and their internal structure and management are not perfect.However,monopoly comprehensive cross-border e-commerce,such as Amazon and Alibaba International Station,which have caught up with the pace of the times and developed rapidly,has a large scale and relatively complete management mode,and also has a high position in traffic and publicity.In this market environment where opportunities and challenges coexist,whether the emerging vertical cross-border e-commerce can avoid the crisis of vertical e-commerce enterprises and become the future development direction of cross-border e-commerce is worth pondering.Vertical cross-border e-commerce must choose the right business model and find the right development direction to survive and succeed in the cross-border e-commerce market.In response to the above problems,this paper has done the following work: First,this paper introduces the development background,connotation and characteristics of vertical cross-border e-commerce,and summarizes the existing problems of vertical cross-border e-commerce through the study of domestic and foreign literature.This paper believes that vertical cross-border e-commerce has problems such as high operating costs,obvious supply chain disadvantages,and insufficient customer stickiness.Therefore,vertical cross-border e-commerce must choose the appropriate business model,To gain a place in the cross-border e-commerce market.Secondly,this paper takes Anker innovation,a vertical cross-border e-commerce that has developed successfully in recent years,as a typical case to analyze the development strategy of the cross-border e-commerce and the reasons for its success,so as to pave the way for the later analysis of the business model of Anker innovation and the proposal of "shallow sea theory".After that,this paper focuses on the connotation of Anker’s innovation "shallow sea theory",and analyzes the layout of Anker’s "shallow sea theory" in terms of products,brands,channels and global thinking.Finally,this paper summarizes the successful experience of Anker’s innovation,and provides suggestions for the selection and future development of vertical cross-border e-commerce business model from the following aspects: selecting "shallow sea" products,formulating perfect product,brand and channel development strategies,paying attention to the "differentiated" layout of brands,having global thinking and R&D innovation capabilities.