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Published in:
2023 | OriginalPaper | Chapter
Looking at the Life Cycle of Koala, Where is the Next Breakthrough for Cross-Border E-commerce?
Authors : Ying Yan, Xiaofeng Shang, Yunxia Feng, Li Zhang
Published in: Innovation of Digital Economy
Publisher: Springer Nature Singapore
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Abstract
Under the trend of trade globalization, cross-border e-commerce has developed rapidly, and shopping forms such as overseas shopping and overseas purchasing are popular. NetEase Haigou takes its self-operated supply chain procurement method as its core competitiveness. In a very short period of time, it has grown into the largest cross-border e-commerce platform in the industry, and its development history is highly representative of cross-border e-commerce analysis. This case first analyzes the establishment background and operating mode of NetEase Koala, and divides its growth period into two stages: stable status and comprehensive expansion, and then analyzes the decline period of koala from the two levels of “stalemate” and “life and death”, and finally summarize the reasons why NetEase Group sold koalas.