本报告详细介绍了我国跨境电商产品出海、精品出海、品牌出海三个阶段的发展历程及处于不同阶段的卖家特征，从企业定位、产品策略、供应链管理、海外营销以及售后服务体系建设五个方面提出了不同路径选择，报告建议跨境电商品牌卖家要从企业目标定位、产品策略、供应链管理、营销方式以及客户服务等方面，进行全生命周期的谋划和推进，打造具有国际知名度和影响力的全球化品牌。
The report introduces in detail with the development process of China’s cross-border e-commerce products going overseas，high-quality products going overseas，and brands going overseas in three stages and the characteristics of sellers at different stages，and puts forward “ten path options” from five aspects of the enterprise positioning，the product strategy，the supply chain management，the overseas marketing and the after-sales service system construction. Finally，it is suggested that cross-border e-commerce brand sellers should plan and promote the entire lifecycle from the market positioning，the product strategy，the supply chain，the marketing strategy and the customer service，so as to build a global brand with international visibility and influence.
