数字经济驱动中国出口跨境电商高质量发展研究——以SHEIN一体化赋能品牌出海为例

Research on the high-quality development of China’s export cross-border e-commerce driven by the digital economy--Take SHEIN’s integrated empowerment brand to go overseas as an example

数字经济是全球经济增长的重要驱动力,催生了跨境电商新业态发展,成为中国外贸发展的新动能、转型升级的新渠道和高质量发展的新抓手。数字经济时代背景下,中国出口跨境电商发展呈现市场规模从高速增长回归平稳增长、本土电商平台崛起加速海外布局、逐步向品牌化高附加值的产品迈进、以欧美为主要市场的品牌出海半径持续扩大等主要现状。同时,中国出口跨境电商面临着从传统电商到社交电商,直接面向消费者与独立站模式快速兴起,人工智能赋能提升用户体验,全球普遍开展从免税到征税,从美欧合作到“孤立中国”等发展趋势。本文以SHEIN一体化赋能品牌出海为例,分析其经历初始布局阶段、品牌化阶段、平台化阶段及爆发增长阶段四个重要的品牌出海发展阶段,探讨数字经济驱动出口跨境电商企业品牌出海的关键因素,总结归纳数字经济驱动出口跨境电商高质量发展的作用机理,并提出针对性对策与建议,旨在为中国出口跨境电商高质量发展培育外贸新动能提供重要启示。

The digital economy is an important driving force for global economic growth,giving birth to the development of new forms of cross-border e-commerce,and becoming a new driving force for China’s foreign trade development,a new channel for transformation and upgrading,and a new starting point for high-quality development.In the context of the digital economy,the development of China’s export cross-border e-commerce has shown that the market scale has returned from high-speed growth to steady growth,the rise of local e-commerce platforms has accelerated its overseas layout,and it has gradually moved towards branded high value-added products,and the overseas radius of brands with Europe and the United States as the main markets has continued to expand.At the same time,China’s export cross-border e-commerce is facing the rapid rise of the direct-to-consumer and independent station model from traditional e-commerce to social e-commerce,artificial intelligence empowerment to improve user experience,and the global development trend from tax exemption to taxation,from US-EU cooperation to“isolated China”.This paper takes SHEIN’s integrated empowerment brand going overseas as an example,analyzes its four important development stages of brand going overseas,including the initial layout stage,the branding stage,the platform stage and the explosive growth stage,discusses the key factors of the digital economy driving the brand of export cross-border e-commerce enterprises to go overseas,summarizes the mechanism of the digital economy driving the high-quality development of export cross-border e-commerce,and puts forward targeted countermeasures and suggestions,aiming to provide important enlightenment for the high-quality development of China’s export cross-border e-commerce and cultivate new momentum for foreign trade.