消费升级背景下进口网络零售盈利模式分析

Analysis of Profit Model of Import Network Retail in the Background of Consumption Upgrades

近年来,随着国民收入水平提高,日益成为消费主体的中产阶层和富裕群体出现了新的消费特征:关注产品质量,重视购物体验,追求提升生活质量的新型智能化产品,消费需求呈现个性化、娱乐化和高品质服务的特征,形成依赖互联网进行全球性品牌购物的消费习惯。通过多角度市场分析,进口网络零售企业可以通过两种模式实现运营盈利:一是创建以平台功能为核心的供应链优化模式,打造具有核心竞争力的进口网络平台;二是挖掘跨境垂直电商领域,通过选品和服务的专业化和个性化,创建跨境网络零售盈利新模式。

In recent years,as the level of national income increases,the middle class and the rich group,which are increasingly becoming the main body of consumption,have had new consumption characteristics:focus on product quality,value shopping experience,pursue new intelligent products,which can improve the quality of life.Their consumption demands are of individualization,entertainment and high quality service,and they have formed a consumption habit of global brand shopping by relying on the Internet.Through multi angle market analysis,import network retail enterprises can achieve operating profit through two modes:one is creating a supply chain optimization model at the core of platform function to build an import network platform with core competitiveness;the other is excavating of cross boundary vertical e-commerce field to create a new profit model of cross border network retail through specialized and personalized product selection and service.