我国跨境零售进口电商市场“去跨境化”现象解析  

Analyzing the Phenomenon of "Removing the Cross-border" in the Retail Import Cross-border E-commerce Market

作　　者：管荣伟[1,2] GUAN Rong-wei(Henan Institute of Engineering,Zhengzhou,Henan451191,China;China University of Mining and Technology,Xuzhou,Jiangsu221116,China)

机构地区：[1]河南工程学院管理工程学院,河南郑州451191 [2]中国矿业大学公共管理学院,江苏徐州221116

出　　处：《中国流通经济》2017年第5期73-79,共7页China Business and Market

基　　金：2016年度河南省政府决策研究招标课题"郑州航空港经济综合实验区营造跨境电子商务新优势问题研究"(2016B016)

摘　　要：跨境电商已经进入稳步发展阶段,内贸电商企业、境外电商巨头、互联网公司以及初创型独立跨境电商企业构成了我国跨境零售进口电商市场的主要阵营。2016年一系列新政策出台后,跨境零售进口平台呈现出去跨境化现象,其具体表现为:上线国产商品,降低跨境业务比重;增加品类,增售非标商品;减少保税进口数量,扩充直邮品类及比重。去跨境化是跨境零售进口电商企业为适应多变的政策环境以及日益激烈的市场竞争而进行的商务运营模式的创新与调整。去跨境化之后,整个跨境零售进口市场将朝着规范化、移动化、智能化方向发展。为更好地适应去跨境化之后电商发展的大趋势,跨境零售进口电商企业需要在运营模式、渠道、产品等多方面进行深入调整和创新,如通过线上线下全渠道精细化运营、商品多元化、市场细分化以及新兴科技的全面应用等举措来降低经营风险,提升差异化竞争优势,获取资本市场的青睐。Cross-border e-commerce market has entered a stage of steady development;domestic electricity supplier enterprises,foreign electricity supplier giant,Internet corporations and the newly established independent cross-border ecommerce enterprises constitute the main camp.Following a series of new policies issued in2016,retail import cross-border ecommerce platforms show a phenomenon of"removing the cross-border".The specific performance includes:first,adding domestic goods and reducing the proportion of cross-border business;second,increasing the category and increasing the sale of non-standard products;and third,reducing the number of bonded imports and expanding the category and proportion of direct mail.The purpose of"removing the cross-border"is to adapt to the flexible policy and the increasingly fierce market competition.After the"removing the cross-border",the retail import cross-border market will be standardized,mobilized,and intelligentized.In order to reduce business risk,enhance the competitive advantage,and obtain the favor of the capital market,the retail import cross-border e-commerce enterprises need to make adjustment and innovation,such as the operation of online and offline channels,commodity diversification,market segmentation and the comprehensive application of new technology.

关 键 词：跨境零售进口电商 去跨境化 非标品 线上线下融合 

分 类 号：F713.36[经济管理—产业经济]