跨境电子商务双语教程 案例库第1章

《跨境电子商务双语教程》案例库CaseBankfor《BilingualCourseofCross-borderE-commerce》2025年7月InJuly2025

Chapter1UnderstandingCross-borderE-commerce第1章跨境电商认知Case1：Fromthesefigures,wecanunderstandChina'sdeterminationtoexpandhigh-levelopening-upThisyearmarksthethirdanniversaryoftheentryintoforceandimplementationoftheRegionalComprehensiveEconomicPartnership(RCEP).Astheworld'slargestfreetradeagreementintermsofthenumberofparticipatingpopulations,economicandtradescale,anddevelopmentpotential,RCEPhascontinuedtoexpanditsinfluenceoverthepastthreeyearssinceitsentryintoforce.IthasdeepenedtradeandinvestmentcooperationamongregionalmembersandbecomethemainchannelforAsia-Pacificeconomicintegration.DatashowsthatinthethreeyearssinceRCEPcameintoeffect,China'stotalimportsandexportstootherRCEPmembershavereached38.57trillionYuan,andtheproportionofgoodstradeinChina'stotalimportsandexportshasremainedabove30%.In2024,China'simportsandexportstootherRCEPmembersreached13.16trillionYuan,ayear-on-yearincreaseof4.5%.AcloserlookatthedatarevealsthesignificantroleofRCEPinpromotingregionaleconomicintegrationandtradeliberalization.Fromthesefigures,wecanunderstandChina'sdeterminationtoexpandhigh-levelopening-up.The"subtraction"oftariffshasbeentransformedintothe"addition"ofmarkets,openingupnewspaceforregionalcoordinateddevelopment.UndertheRCEPframework,morethan90%ofgoodswillgraduallyachievezerotariffs.The"customsclearanceaccelerator"thatallowsexpressgoodstoclearcustomswithin6hoursandgeneralgoodstobereleasedwithin48hourshasstrengthenedtheconnectionbetween"MadeinChina"andregionalmarkets.InWuhan,HubeiProvince,thetariffonsodiumbenzoateexportedtoJapanhasdroppedfrom4.1%tozero,andWuhanOrganicIndustryCo.,Ltd.hasenjoyedacumulativetariffpreferenceofnearly5millionYuan.InZhejiangProvince,theNingbo-ZhoushanPorthasopenednewroutestoRCEPmembercountries,significantlyreducingthelogisticscostsforenterprises.Inrecentyears,moreandmoredomesticcitiessuchasQingdao,Guangzhou,Xiamen,andDalianhaveaddednewroutesspecificallytoRCEPmembercountries,furtherpromotingeconomicandtradeexchangesbetweenChinaandRCEPmembersandbringingregionaleconomiesintoanewstageofefficientandcoordinateddevelopment.Therulesoforigincumulationhavebrokentherestrictionsof"drawinglinestoencloseterritories"andpromotedthein-depthintegrationofindustrialchains.BenefitingfromtheRCEPrulesoforigincumulation,rawmaterialsfromothermemberscanberegardedasoriginatingmaterialsoftheproducingmember.Forexample,WuxiAdvancedChemicalPharmaceuticalCo.,Ltd.successfullyobtainedthe"regionalorigin"qualificationfordyeproductsproducedwithrawmaterialsimportedfromThailandandJapan."AsoneofthehighlightsofRCEP,therulesoforigincumulationnotonlylowerthethresholdforenjoyingpreferencesandhelpenterprisesoptimizeindustrialchainswithintheregion,butalsoreshaperegionaldivisionoflabor,strengthenproductioncoordinationandtradecooperationamongmemberstates,andstabilizeandstrengthenregionalindustrialchainsandsupplychains,"saidChengKeke,headoftheComprehensiveBusinessSectionofWuxiCustomsOfficeinXinwuDistrict.DrivenbyRCEP,"MadeinChina"hasupgradeditsresilience.Traditionalindustriessuchastextilesandclothinghaveregainedcompetitivenessthroughcostreductionandefficiencyimprovement.Mid-to-high-endproductssuchasautopartsandfinechemicalshavetakentheopportunitytoexpandtheirmarketshare.Productssuchas5Gcommunicationequipmentandnewenergyvehicleshavegainedincreasingrecognitionintheinternationalmarket,andthedemandfortheseproductsfromRCEPmembershasbeengrowing,whichconfirmsthetwo-wayprogressof"industrialupgradingandregionalcooperation".Whiletradeexchangeshavegrown,theinstitutionaldevelopmentofRCEPhasbeencontinuouslyimprovedoverthepastthreeyears.DuringChina'stenureastherotatingchairofthenon-ASEANmembersofRCEPin2024,itmadeeveryefforttopromotetheconclusionofproceduresfornewmemberstojoinRCEP.Withthejointeffortsofallparties,theRCEPSupportInstitutionwasofficiallyputintooperationlastyear.Atpresent,SriLanka,Chile,andothercountrieshavesubmittedformalapplicationstojoinRCEP,andsomeothereconomieshaveexpressedstronginterestinjoiningRCEP,indicatingthattheattractivenessandinfluenceofRCEPareconstantlyincreasing.Ofcourse,continuouseffortsareneededtomakegooduseofthepolicyadvantagesofRCEP:therearepressuressuchasthediversionoflow-costcompetitionfromsomecountries,thepracticalshortcomingsofsomeenterprisesinmakinginsufficientuseoftherules,andexternalriskssuchasgeopoliticsandsupplychainfluctuations.Tosolvetheseproblems,itisnecessarytoacceleratethecultivationofnewproductiveforcessuchasnewenergyvehiclesandbiologicalmanufacturing,deepentheeffectivenessofpoliciesbenefitingenterprisesthroughservicessuchas"policydoor-to-door",andpromotetheco-constructionofrulesinnewtrackssuchasthedigitaleconomyandgreentrade.ThegrowthcurveofRCEPtradenotonlywitnessestheexpansionoftradescale,butalsoisavividexampleofChina'shigh-levelopening-upandintegrationintoeconomicglobalization.WhenmoreenterprisesseizetheopportunitybroughtbyRCEP,thestoryofhigh-qualitydevelopmentofChina'sforeigntradewillsurelyhavemorewonderfulchapters.Source:People'sDaily,March6,202508:53:55Source:/article/rcep/rcepgfgd/202503/56438_1.htmlQuestion：(1)WhatisRCEP?(2)WhatspecificresultshastheimplementationofRCEPachievedinpromotingeconomicandtradeexchangesbetweenChinaandregionalmemberstatesoverthepastthreeyearssinceitsentryintoforce?(3)WhatpositiveimpactshasRCEPhadontheindustrialdevelopmentofChinaandothercountries?案例1：从这个数字，读懂中国扩大高水平对外开放的决心今年，《区域全面经济伙伴关系协定》（RCEP）迎来生效实施三周年。作为世界上参与人口最多、经贸规模最大、最具发展潜力的自贸协定，RCEP生效实施三年来，影响力持续扩大，深化了区域成员贸易投资合作，成为亚太经济一体化主渠道。数据显示，RCEP生效实施三年来，我国对RCEP其他成员国累计进出口38.57万亿元，货物贸易规模占我国进出口总额的比重保持在30%以上。2024年，我国对RCEP其他成员国进出口13.16万亿元，同比增长4.5%。透视数据，RCEP在促进区域经济一体化和贸易自由化方面的巨大作用凸显。从这个数字，能读懂中国扩大高水平对外开放的决心。关税“减法”转化为市场“加法”，打开区域协同发展的新空间。RCEP框架下，90%以上商品逐步实现零关税，快运货物6小时通关、一般货物48小时放行的“通关加速器”，让“中国制造”与区域市场的连接更紧密。在湖北武汉，苯甲酸钠出口日本关税从4.1%降为零，武汉有机实业有限公司累计享受关税优惠近500万元。在浙江，宁波舟山港新开通通往RCEP成员国的新航线，大大减少了企业的物流成本。近年来，青岛、广州、厦门、大连等越来越多的国内城市新增专门面向RCEP成员国的航线，进一步推动我国与RCEP成员之间的经贸往来，区域经济迈向高效协同发展的新阶段。原产地累积规则打破“画地为牢”限制，转动产业链深度融合的齿轮。受益于RCEP原产地累积规则，其他成员方的原材料可以视作生产成员方的原产材料。比如，无锡先进化药化工有限公司从泰国、日本进口原料生产的染料产品成功获得“区域原产”资格。“原产地累积规则作为RCEP的亮点之一，不仅降低了享惠门槛，帮助企业在区域内优化产业链，同时重塑区域分工，强化成员国间生产协同和贸易合作，稳定和强化区域产业链和供应链。”无锡海关驻新吴办事处综合业务科科长成科珂说道。在RCEP带动下，中国制造韧性升级。纺织服装等传统产业通过降本增效重获竞争力，汽车零部件、精细化工等中高端产品借势扩大市场份额，5G通信设备、新能源汽车等产品在国际市场上的认可度越来越高，RCEP成员国对这些产品的需求日益旺盛，印证了“产业升级与区域合作”的双向奔赴。贸易往来增长的同时，三年来RCEP机制建设不断完善。2024年中方担任RCEP非东盟方轮值主席国期间，全力推动RCEP达成新成员加入程序。在各方共同努力下，RCEP支持机构也在去年正式投入运作。目前斯里兰卡、智利等已提出加入RCEP的正式申请，还有一些经济体对加入RCEP表达了浓厚兴趣，RCEP吸引力和影响力正不断提升。当然，用好RCEP政策优势仍需不断努力：一些国家低成本竞争的分流压力、部分企业对规则利用不充分的现实短板、地缘政治与供应链波动的外部风险？？破解这些难题，既需加快培育新能源汽车、生物制造等新质生产力，也要通过“政策上门”等服务深化惠企实效，更要在数字经济、绿色贸易等新赛道推动规则共建。RCEP贸易增长的曲线，见证的不仅是贸易规模的扩张，更是中国高水平扩大开放、融入经济全球化的生动例证。当更多企业把握住RCEP这扇机遇之门，中国外贸高质量发展的故事，必将写下更精彩的篇章。资料来源:《人民日报》2025-03-0608:53:55/article/rcep/rcepgfgd/202503/56438_1.html问题：（1）什么是RCEP？（2）RCEP生效实施三年来，在促进中国与区域成员国经贸往来方面有哪些具体成效？（3）RCEP对中国和其他国家的产业发展产生了哪些积极的影响？ReferenceAnswers：(1)TheRegionalComprehensiveEconomicPartnership(RCEP)wasinitiatedbyASEANin2012andlastedeightyears.Itwasestablishedby15membersofthe10ASEANcountries,includingChina,Japan,Korea,Australia,NewZealandandASEAN.RCEPtakeseffectonJanuary1,2022.TheeffectiveimplementationofRCEPmarkstheofficiallandingofthefreetradeareawiththelargestpopulation,largestscaleoftradeandeconomicdevelopmentpotentialintheworld.Itfullyreflectstheconfidenceanddeterminationofallpartiestojointlysafeguardmultilateralismandfreetradeandpromoteregionaleconomicintegration.Itwillmakeanimportantcontributiontothegrowthofregionalandglobaltradeinvestment,economicrecoveryandprosperity.(2)Thescaleoftradehascontinuedtoexpand:China'stotalimportsandexportstootherRCEPmemberstateshavereached38.57trillionYuan,withtheproportionofgoodstradeinChina'stotalimportsandexportsremainingabove30%.In2024,importsandexportsreached13.16trillionYuan,ayear-on-yearincreaseof4.5%.Tariffpreferencesandcustomsclearancefacilitationhavebeenimplemented:Over90%ofcommoditieshavegraduallyachievedzerotariffs.Forexample,thetariffonsodiumbenzoateexportedtoJapanbyaWuhanenterprisehasbeenreducedtozerofrom4.1%,withaccumulatedtariffpreferencesamountingtonearly5millionYuan.Expressgoodscancompletecustomsclearancewithin6hoursandgeneralgoodscanbereleasedwithin48hours,improvingtradeefficiency.Logisticsnetworkshavebeencontinuouslyimproved:PortssuchasNingbo-ZhoushanPorthaveaddednewroutestoRCEPmemberstates,andmultiplecitiesincludingQingdaoandGuangzhouhaveincreasedroutestomemberstates,reducingenterprises'logisticscostsandpromotingeconomicandtradeexchanges.Industrialchainintegrationhasdeepened:ThankstotheRCEPrulesoforigincumulation,rawmaterialswithintheregioncanberegardedasoriginatingmaterialsoftheproducingparty.Forinstance,dyeproductsproducedbyaWuxienterpriseusingimportedrawmaterialshaveobtainedthe"regionalorigin"qualification,strengtheningregionalindustrialandsupplychains.（3）RegardingthepositiveimpactsofRCEPontheindustrialdevelopmentofChinaandothercountries,ananalysiscanbeconductedfromtwoaspects:China'sindustrialupgradingandintra-regionalindustrialchainintegration:ForChina'sindustries:Traditionalindustriessuchastextilesandapparelhaveregainedcompetitivenessthroughcostreductionandefficiencyimprovement;mid-to-high-endproductslikeautopartsandfinechemicalshavetakentheopportunitytoexpandtheirmarketshare;productssuchas5Gcommunicationequipmentandnewenergyvehicleshavegainedincreasingrecognitionintheinternationalmarket,withgrowingdemandfromRCEPmemberstates.Thishaspromotedthetwo-wayprogressof"industrialupgradingandregionalcooperation"andenhancedtheresilienceof"MadeinChina".Forindustriesinothercountries:Therulesoforigincumulationhaveloweredthethresholdforenjoyingpreferences,helpingenterpriseswithintheregionoptimizetheirindustrialchains.Atthesametime,theyhavereshapedregionaldivisionoflabor,strengthenedproductioncollaborationandtradecooperationamongmemberstates,stabilizedandconsolidatedregionalindustrialandsupplychains,promotedcoordinatedindustrialdevelopmentwithintheregion,andprovidedbroaderspaceandmoreefficientcooperationmodelsfortheindustrialdevelopmentofothercountries.参考答案：（1）《区域全面经济伙伴关系协定》（RegionalComprehensiveEconomicPartnership，RCEP）是2012年由东盟发起，历时八年，由包括中国、日本、韩国、澳大利亚、新西兰和东盟十国共15方成员制定的协定。2022年1月1日RCEP正式生效。RCEP的生效实施，标志着全球人口最多、经贸规模最大、最具发展潜力的自由贸易区正式落地，充分体现了各方共同维护多边主义和自由贸易、促进区域经济一体化的信心和决心，将为区域乃至全球贸易投资增长、经济复苏和繁荣发展做出重要贡献。（2）贸易规模持续扩大：我国对RCEP其他成员国累计进出口38.57万亿元，货物贸易规模占我国进出口总额的比重保持在30%以上，2024年进出口达13.16万亿元，同比增长4.5%。关税优惠与通关便利落地：90%以上商品逐步实现零关税，如武汉企业苯甲酸钠出口日本关税降为零，累计享受近500万元优惠；快运货物6小时通关、一般货物48小时放行，提升贸易效率。物流网络不断完善：宁波舟山港等新增通往RCEP成员国的航线，青岛、广州等多个城市增加面向成员国的航线，降低企业物流成本，推动经贸往来。产业链融合加深：原产地累积规则让区域内原材料可视为生产方原产材料，助力企业优化产业链，如无锡企业进口原料生产的染料获“区域原产”资格，强化区域产业链供应链。（3）对于RCEP对中国和其他国家产业发展的积极影响，可从中国产业升级与区域内产业链融合两方面分析：对中国产业：纺织服装等传统产业通过降本增效重获竞争力；汽车零部件、精细化工等中高端产品借势扩大市场份额；5G通信设备、新能源汽车等产品在国际市场上的认可度越来越高，RCEP成员国对这些产品的需求日益旺盛，推动“产业升级与区域合作”双向奔赴，助力中国制造韧性升级。对其他国家产业：原产地累积规则降低了享惠门槛，帮助区域内企业优化产业链，同时重塑区域分工，强化成员国间生产协同和贸易合作，稳定和强化区域产业链和供应链，促进区域内产业协同发展，为其他国家产业发展提供了更广阔的空间和更高效的合作模式。

Case2：SHEI*Fast&StylishE-CommerceCompanyisaglobalhitSHEI*isaninternationalB2Cfastfashione-commercecompany,whichmainlyengagedinwomen'swear,butalsoprovidingmen'swear,children'swear,accessories,shoes,bagsandotherfashionsupplies.Accordingtothe2022WorldUnicornListreleasedbyHurunResearchInstitute,SHEI*fromGuangzhouranksthefifthlargestunicornenterpriseintheworldwith400billionYuan.InMay2021,thedataofAppAnnieandSensorTower,theapplicationtrackingcompanies,showedthatSHEI*replacedAmazonasthemostdownloadedshoppingapplicationoniOSandAndroidplatformsintheUnitedStates.In2020,therevenueofSHEI*isabout70billionYuan.AsofMay17,2021localtime,SHEI*isthefirstiOSshoppingapplicationin54countriesandregions.IntheUnitedStates,SHEI*'smarketshareinthefieldoffastfashionjumpedfrom7%inJanuary2020tonearly30%inJune2021.AccordingtoHurunBaifu's2021GlobalUnicornListreleasedinDecember2021,XiyinhasbecomethelargestunicornenterpriseinGuangzhou.InFebruary2022,itwasreportedthatByteDancechallengedSHEI*forthefirsttimeandfailed.OnFebruary16,2022,ReutersquotedtheexclusivereportofinsidersassayingthatSHEI*wasactivelyexpandingtheSingaporeofficewiththegoaloftriplingthenumberofemployeesinSingaporetoabout200bytheendoftheyear.DuetoSHEI*'sfocusontheEuropeanandAmericanmarkets,andthelackofpresenceofthefounderteam,SHEI*rarelyappearsinpublicviewandmediareports.Recently,SHEI*attractedattentionas"themostmysteriousunicorncompanyinChina"becauseitwasreportedbymanymediathatitwascarryingoutanewroundoffinancing,anditspost-investmentvaluationmightreach100billiondollars(equivalenttoabout666.6billionYuan).AccordingtothedataofCBVentureCapital,the$100billionvaluationisenoughtomakeXiyinthethirdhighestvaluationstartupintheworld,afterByteDanceandSpaceExplorationTechnology.InFebruary2022,the"Guangzhou2022KeyProjectsPlan"issuedbytheGuangzhouDevelopmentandReformCommissionshowedthatSHEI*wouldinvest15billionYuaninZhongxinTown,ZengchengDistrict,Guangzhoutoestablishthe"Xi***BaySupplyChainHeadquartersProject",withatotallandsupplyofabout3000muandatotalconstructionareaofabout3.3millionsquaremeters.OnJuly15,2022,thefinancialsectorreportedthatChina'sfastfashiongiantSHEI*soughttolaunchanIPOintheUnitedStatesassoonas2024,withavaluationofabout$100billion.OnJuly20,2022,ChinaSouthernAirlinesLogisticsCo.,Ltd.(hereinafterreferredtoas"ChinaSouthernAirlinesLogistics")andSHEI*formallysignedastrategiccooperationagreementinGuangzhou.Thetwosideswillmakeeveryefforttodeepenstrategiccooperationandjointlyestablishastrategicpartnershipofresourcesharingandmutualbenefit.OnOctober19,2022,theCross-borderE-commerceplatformSHEI*recentlyannouncedthelaunchofthesecond-handtradingplatformSHEI*Exchange.InNovember2022,ForbesChinaNews:Inordertopromoteoverseaslisting,ChinesefashioncompanySHEI*hiredformerBearStearnsinvestmentbankerDonal*Tangasitsexecutivevicechairman.InOctober2024,accordingtodatafromanalyticswebsiteSimilarweb,SHEI*becametheapparelandfashionbrandwiththehighestglobalvisitsinSeptember2024andthethirdquarterof2024,accountingfora2.68%shareoftrafficinthethirdquarter.DatafromEarnestshowedthatthenumberofuserswhomadetransactionsontheSHEI*platforminAugustsurgedbynearly40%comparedwithJanuary.OnFebruary6,2025,SHEI*officiallyreturnedtotheIndianmarketafterfiveyears.However,thistimeSHEI*didnotdirectlycarryoutbusinessinIndia,butadoptedalicensingmodel,withNextGenFastFashion,asubsidiaryofIndiangiantReliance,fullyresponsibleforlocaloperations.OnMarch122025，SHEI*announcedtheofficiallarge-scalelaunchandoperationofnewenergyelectricvehiclesforinter-warehousetransportation.InApril2025,SHEI*signedastrategiccooperationagreementwithChanglianTechnology.Source:BaiduEncyclopediaQuestion：(1)WhyisSHEI*popularwithconsumersinoverseasmarkets?(atleast2points)(2)DoesSHEI*openstoresinAmazon?WhataretherulesforopeningstoresinAmazon?(Atleast3points)(3)WhattypeofplatformdoesSHEI*Exchangebelongto?(4)WhatproblemsmaySHEI*faceinbusiness?(Atleast3points)案例2：SHEI*快时尚电子商务公司在全球走红SHEI*是一家国际B2C快时尚电子商务公司。主要经营女装，但也提供男装、童装、饰品、鞋、包等时尚用品。根据胡润研究院发布的《2022年中全球独角兽榜》，来自广州的SHEI*以4000亿人民币位列全球第五大独角兽企业。2021年5月，应用追踪公司AppAnnie和SensorTower数据显示，SHEI*取代亚马逊（AMAZON）成为美国iOS和Android平台下载量最多的购物应用。2020年SHEI*的营收约700亿元人民币。截至当地时间2021年5月17日，SHEI*是54个国家和地区中排名第一的iOS购物应用程序。在美国，SHEI*在快时尚领域的市场份额从2020年1月的7%跃升至2021年6月的近30%。根据2021年12月发布的胡润百富《2021全球独角兽榜》，希*成为广州最大的独角兽企业。2022年2月消息，字节跳动第一次挑战SHEI*，失败了。2022年2月16日，路透社援引知情人士独家报道称，希*（SHEI*）正在积极扩大新加坡办事处，目标是到年底将新加坡员工数量增加三倍至200人左右。SHEI*由于主打欧美市场，加上创始人团队鲜少露面，SHEI*很少出现在公众视野和媒体报道中。最近，SHEI*以“中国最神秘独角兽公司”身份引发关注，源于其被多家媒体报道正在进行新一轮融资，投后估值或达1000亿美元（折合人民币约6666亿元）。根据CB风险投资公司的数据，1000亿美元的估值足以令希*成为全球估值第3高的初创公司，仅次于字节跳动和太空探索技术公司。2022年2月，广州市发改委印发的《广州市2022年重点项目计划》显示，SHEI*将在广州市增城区中新镇投资150亿元建立“希*湾区供应链总部项目”，总供地约3000亩，总建筑面积约330万平方米。2022年7月15日，金融界消息，中国快时尚巨头SHEI*寻求最快于2024年在美国进行IPO，估值约为1000亿美元。2022年7月20日，南方航空物流有限公司(以下简称“南航物流”)与希*(SHEI*)在广州正式签订战略合作协议。双方将全力深化战略合作，共同建立起资源共享、互惠互利的战略合作伙伴关系。2022年10月19日消息，跨境电商平台SHEI*近期宣布推出二手交易平台SHEI*Exchange。2022年11月，福布斯中文网消息：为推进海外上市，中国时装公司SHEI*聘请了前贝尔斯登（BearStearns）投资银行家唐*（Donal*Tang）担任其执行副董事长。2024年10月，根据数据分析网站Similarweb数据显示，SHEI*成为2024年9月以及第三季度全球访问量最大的服装与时尚品牌，第三季度流量份额占比为2.68%。据Earnest数据显示，SHEI*平台8月份进行交易的用户相较1月大涨近四成。2025年2月6日，SHEI*希*现已在五年后正式重返印度市场。不过SHEI*此次并未直接开展印度业务，而是以许可授权模式由印度巨头信实Reliance旗下子公司NextGenFastFashion全权负责当地运营。2025年3月12日，SHEI*宣布用于仓间转运的新能源电车正式大批量投放运营。2025年4月，希*与长联科技签订战略合作协议。资料来源：百度百科问题：（1）SHEI*为什么在海外市场受消费者欢迎？（至少2点）（2）SHEI*是否在亚马逊开店，在亚马逊开店有哪些规则？（至少3点）（3）SHEI*Exchange属于什么类型的平台？（4）SHEI*在商业方面可能面临什么问题？（至少3点）ReferenceAnswers：(1)ThereasonwhySHEI*ispopularwithconsumersinoverseasmarketsisthatitispopularinsocialmedia,withmanystyles,cheappricesandfastlogistics.(2)WhensettingupshopinAmazon,SHEI*shouldabidebyAmazon'srulesofimageprocessing,title,FBAlogisticsandplatformmarketing.(3)SHEI*ExchangebelongstotheC2Cplatform.(4)SHEI*mayfaceproblemssuchastoomanystyles,easytobecopiedbyothers,toolowpricestoenterthehigh-endmarket,increasedlogisticscostsmayreduceprofits,andtoofastclothingrenewalisnotenvironmentallyfriendly.参考答案：（1）SHEI*在海外市场受消费者欢迎的原因是在社交媒体上较流行、款式多、价格便宜、物流快。（2）SHEI*在亚马逊开店，要遵守亚马逊的图片处理、标题、FBA物流和平台营销等规则。（3）SHEI*Exchange属于C2C平台。（4）SHEI*可能面临款式过多易被人投诉抄袭，标价太低不能进入高端市场，如果物流成本增加可能会减少利润，服装更新过快不环保等问题。

Case3：OROLA*downgarmentsaresellingwellinAmazonInthepasttwodays,anunknowndownjacketinChinahasbecomeahotitemintheUnitedStates.What'smoreunexpectedisthatthemanufacturerofthisdownjacketisinJiaxing,Zhejiang.Adownjacketwithlessthan140dollarshasbecomeafanofeventrendsettersanddesignersinrichareas.Pre-saleisevencalled"Amazoncoat"intheUnitedStates.SinceDecember2018,ithasmaintainedtherecordofAmazon'ssaleschampionintheUSclothingcategory!Infact,thiswoman'sthickeneddownjacketnamedOROLA*hasbeensweepingAmazonintheUnitedStatessince2015,anditssaleshaveincreasedby300-400%annually.Onebuyerwroteintheevaluation:"Ifinallyboughtit.Isaw20womenwearingitinawalkbefore."Anotherbuyersaid:"It'swarmandfashionable!Ilikethiscoatverymuch."Onebuyersaidthatshesawawomanwearingthiscoatwhenshewasinline."Itfeelsalmosteverywhere."Anotherbuyersaidthatsinceshestartedwearingthiscoat,Atleasteightfriendsboughtit.Ana**,fashiondirectorofNeim*Marcu*,saidthatshefirstsawthisdressonafriendofhermother's,andthensheboughtit.Twoweekslater,shewenttoaplace,andshewasoneofthefourpeoplewearingthisdress.OROLA*'ssuccessisalsoduetothesocialmediaeffecttoacertainextent.Accordingtothesurvey,56%ofwomenbetweentheagesof18and34arewillingtobuyonethingbecausetheirfriendspublishinformationaboutthisproductonsocialmedia,comparedwith38%ofallagegroups.OROLA*alsohasitsownInstagramaccount,whichspecializesintakingphotosofwomen.Besidesthecheapdownjacket,whatattractsAmericans?OnFebruary24,thereporterinterviewedQiu**,theheadofJiaxingZi*TradeCo.,Ltd.,thebrandownerofOROLA*."Inthecoldweatherofminus32℃,adownjacketwithabottomcoatisenough!"Thedesignofthesixoversizedpocketshasalsowonalotofpraise:"Youcanputmobilephonesandgloves."Somebuyerscommentedthattheyalsolikeitssoftandwarmhood.Itwillnotbeblownupunlessitiswindy.".Inaddition,thisdownjacketisfashionableandpractical.Thesmoothzipperandsilktreatmentdesignarethree-dimensional.Thespecialsidezipperdesignmakesitconvenientforpeopletomove.Qiu**saidthatOROLA*isawomen'sclothingbrandregisteredbythecompanyin2014,andthedesignandmanufactureofclothingareinJiaxing.Thisseeminglyinconspicuousdownjacketismadeofhigh-qualitywhiteduckdownwith90%ofhigh-gradeplush,andahoodwithasoftartificialsheepskinlining,whichisbothfluffyandwarm.Thiskindofdownjacketismorefashionableandpractical,anditsfunctionisnotinferiortothatofbigbrands.Thepriceisonly99.99-139.99dollars.Somebuyersalsocomparedthisdownjacketwithdesignerbrandsintheircomments.YoushouldknowthatCanadianGooseandMonclerusuallysellformorethan$900.Atthebeginningofhisbusiness,Qiu**wantedtobecomeadomesticbrand,namedOuronglai,whichmeansdownjacketwithEuropeanandAmericanstyle.Later,hetranslateditdirectlyintoOROLA*whendoingforeigntrade.In2013,thisCross-borderE-commerceenterprisebasedinJiaxingbegantosetfootinAmazonbusiness,mainlyengagedinthreebusinesses,downjacket,furnitureandluggage,ofwhichdownjacketaccountedfor80%ofthebusinessvolumeofthewholeyear.DuringamarketresearchintheUnitedStates,Qiu**andhisteamfoundthatmanydownjacketsandjacketsinNorthAmericaarepositionedasoutdoorproducts,emphasizingthewaterproofandfunctionaldiversityoffabrics,andlackoffashion.Therefore,theyaddedfashionelementsonthebasisofqualityandwarmthpreservation.Qiu**'swifewasadesignerofaluxuryclothingcompanyinJiaxing,engagedinthedevelopmentofearlyaccessoriesandclothingfabrics.Now,shehastakenupthemaindesignworkofOROLA*.Since2016,OROLA*hasestablishedadesigncenteranddevelopedmanystylesfortheNorthAmericanmarket."WegototheUnitedStatesalmosteverymonth,domarketresearchfirst,thendesignsampleclothes,andarrangeproductionaccordingtothepre-salesituationofsampleclothes."Qiu**saidthatatpresent,thecompany'sdevelopmentfocusisonR&Danddesign.Atthebeginningofnextmonth,hewillgotoNewYorkagainandtrytonegotiatecooperationwithlocalbrands,offlinestoresandsalescompaniestoestablishofflinesaleschannels.Amazon'ssalesofallcategories(morethan150millionproducts)intheUnitedStateseventoppedthelistofcomprehensivecategoriessuchasclothing,shoesandjewelryforsometime,whichQiu**couldnotimagine."Inthefirstyear,weonlysoldmorethan400clothesintotal,andnowwehavemoredownjacketsthansockssoldonthewebsite".Inrecentyears,Cross-borderE-commercehasbecomeverypopular.ManyproductsmadeinZhejianghavebeensoldtooverseasplatformssuchasAmazonandeBay.InQiu**'sview,Orala*'ssuccessisduetoitsownbrandawareness.InJiaxing,therearemanydownjacketandluggageenterprises,butmanyofthemareOEMforotherbrands.Qiu**registeredhisownbrandatthebeginningofhisbusiness,integratingdesign,productionandsales.ORALA*issteadilydeepeningitsoverseasexpansion.IthasenteredAmazon'sofflinestoresandexpandedotherofflinedistributionchannels;establishedalocalofficeintheUnitedStates,withteamsforlocaldesign,marketingandbrandingformed;launchedtheoverseasversionofDouyin...Source:WeChatOfficialAccountNationalJiaxingEconomicandTechnologicalDevelopmentZoneDecember26,202414:03/s?__biz=MzU5MzE0OTQ2MQ==&mid=2247603166&idx=1&sn=a2edb261e993ec0efb0c52940637c80f&chksm=ff74a5b46a2ed9c0ecc82368d8fd0a1660f10d8341cb7aaaab29f636b532730b7aaffde9ea5e&scene=27QianjiangEveningNews2019-02-25Question:(1)WhyisOROLA*popularwithconsumersinoverseasmarkets?(atleast2points)(2)DoesOROLA*openstoresinAmazon?WhataretherulesforopeningstoresinAmazon?(Atleast3points)(3)WhattypeofplatformdoesInstagrambelongto?(4)WhatproblemsmayOROLA*faceinbusiness?(Atleast3points)案例3：OROLA*羽绒衣在亚马逊销售火爆这两天国内一款不知名的羽绒服火了在美国成了爆款纽约人手一件更没想到的是生产这件羽绒衣的厂家在浙江嘉兴。一件不到140美元的羽绒服，连富人区潮人乃至设计师都成了它的粉丝。预售就抢空甚至在美国被称作“亚马逊外套”。自2018年12月至今，一直保持着亚马逊全美服装类销售冠军的纪录！事实上，这款名为OROLA*的女装加厚羽绒服2015年就开始席卷美国亚马逊网站，销量以每年300%—400%速度增长。有买家在评价中写道：“终于买到了，之前我在一次散步中就看到20个女人穿着它。”还有买家说：“又暖和又时尚！我非常喜欢这件外套。”一位买家表示，她有次排队时见到一位女士穿了这件外套，“感觉它几乎无处不在。”另一位买家则表示，从自己开始穿这件衣服以来，至少有八个朋友买了它。Neim*Marcu*的时尚总监Ana***说，她第一次看到这件衣服是在她妈妈的一个朋友身上，后来她也买了这件衣服，两周后她去了一个地方，而她是四个穿这件衣服的人中的一个。OROLA*的成功,一定程度上还归功于社交媒体效应。调查显示，年龄在18岁到34岁之间的女性，56%的人愿意购买一样东西，是因为朋友在社交媒体上发布了这款产品的信息，而在所有年龄组，这一比例为38%。OROLA*还拥有了自己的Instagram账户，专门拍摄女性照片。除了便宜这款羽绒服吸引美国人的究竟是什么？2月24日，记者采访了OROLA*的品牌所有者——嘉兴市子*贸易有限公司负责人邱**。“在零下32℃的严寒天气，一件羽绒服搭配一件打底衫就够了！”6个超大口袋的设计也获得了不少好评：“既可以放手机，也可以放手套，“有买家评论说，还喜欢它柔软温暖的风帽，除非在大风天，不然它都不会被吹起来”。此外，这款羽绒服可谓时尚又实用，光滑的拉链与丝绸处理设计颇具立体感，特殊的侧拉链设计，让人活动时也很方便。邱**说，OROLA*是公司2014年注册的女装品牌，服装的设计、制造均在嘉兴地区。这款看似不起眼的羽绒服，选用含有90%高级绒朵的优质白鸭绒，带有柔软人造羊皮衬里的帽兜，兼具蓬松感和保暖性。这样一款功能不输大牌，且更加时尚与实用的羽绒服，价格仅99.99-139.99美元。有买家也在评论时将这款羽绒服与设计师品牌进行了比较，要知道加拿大鹅和Moncler，这些品牌的售价通常在900美元以上。创业之初，邱**是想做一个国内品牌，取名为欧绒莱，意思是款式偏欧美的羽绒服，后来做外贸就将它直接英译成OROLA*。2013年，这家位于嘉兴的跨境电商企业就开始涉足亚马逊业务，主营三块业务，羽绒服、家具和行李箱，其中羽绒服占到全年80%的业务量。一次在美国做市场调研时，邱**和他的团队发现，北美很多羽绒服和外套定位为户外用品，强调面料的防水性、功能的多样性等，缺少时尚气息。所以，他们特意在注重品质和保暖的基础上，加入了时尚元素。邱**的妻子曾是嘉兴一家奢侈品服装公司的设计师，从事前期辅料和服装面料开发。如今，她担起了OROLA*的主要设计工作。2016年开始，OROLA*成立设计中心，针对北美市场开发了很多款式。“我们几乎每个月都往美国跑，先做市场调研，然后设计样衣，根据样衣的预售情况安排生产。”邱**说，目前公司的发展重心放在研发和设计上。下月初，他要再去纽约，尝试和当地的品牌、线下门店以及销售公司洽谈合作，建立线下销售渠道。亚马逊全品类（超过1.5亿款产品）的全美销售冠军，甚至有一段时间是服装、鞋子、首饰等综合类目第一，这曾是邱**不