近几年来，随着国际物流日渐成熟以及我国政府的大力扶植，我国跨境电子商务已经进入黄金时期。与综合型平台电商的大超市相比，垂直类跨境电商更加偏向于主题经营，并且将“用户为中心”的精细化管理优势发展到极致。然而，此类电商平台由于价格战的影响已进入红海时代。本文通过以英国最大的服装 B2C 网络零售商之一的 ASOS （ As SeenonScreen ）公司为例，分析垂直跨境电商在市场定位，自有品牌发展以及仓储物流方面的优势，并针对我国垂直跨境电商平台存在的问题提出相应经营的启示。
On the Operation of the Vertical Cross-Border E-Commerce Platform:A Case Study of ASOS
In recent years, with the mature of international logistics and the strong support from the central government, Chinese cross-border e-commerce is in a golden age. However, by contrast with those comprehensive e-commerce platforms, the vertical cross-border e-commerce companies prefer theme marketing and management. Also they make the best use of the fine management to be customer-centered. However, these e-commerce platforms have been in the Red Sea period under the influence of the price battle. In the present study, a British largest fashion B2C online retailer ASOS will be taken as a case to analyze its advantages from the aspects of the market positioning, the private brand and logistics. Meanwhile, some corresponding suggestions on the operation of cross-border e-commerce will be put forward in view of the problems as mentioned.
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