(网经社讯)在遭遇了近十年最大黑天鹅（新冠疫情）、电商进入后半场的环境下，拥抱阿里大家庭已有一年的考拉海购锐意进取，将发展策略升级成为会员电商，继续在跨境电商中扮演弄潮儿的角色。本文分析了考拉海购的前世今生及未来展望。
2019年9月6日，阿里巴巴宣布以20亿美元收购了当时市场份额最大的网易考拉，并更名为“考拉海购”；考拉海购不是起步最早的，不过在失去天时的前提下，考拉海购仍力搓天猫国际、京东国际等本身在电商领域就有丰富经验的对手领跑跨境电商行业，定有其过人之处。
NEIMEGUANYUKAOLAHAIGOUSHIRUHEYILULINGPAOKUAJINGDIANSHANGLINGYUDE，BENWENJIANGCONGYIXIAJIGEFANGMIANJINXINGFENXI：
XINGYEFENXI
JINGPINFENXI
YONGHUJIAZHIFENXI
SHANGYEJIAZHIFENXI
CHANPINDIEDAIFENXI
CHANPINJIEGOUFENXI
YUNYINGFENXI
ZONGJIEHEWEILAIZHANWANG
一、行业分析
2020年年初开始，受疫情影响，整体跨境电商交易在商品端、物流端等方面都受到较大影响，但是欧美等主要市场的消费格局转变以及一系列利于跨
境电商发展的政策落地也推动了中国跨境电商进出口的发展，当前，年轻的消费群体日渐崛起，其消费潜力不断被挖掘和释放。
KUAJINGDIANSHANGSHIYIGEHENSHOUWAIBUYINSUYINGXIANGDEXINGYE，XIAMIANWOMENSHIYONGPESTMOXINGLAIZHUGEFENXIWAIBUHUANJINGYINSU。
1. 政策因素（Political Factors）
跨境电商在我国外贸交易中三成的占比使其成为我国对外贸易的的重要形式，我国跨境电商自进入1.0阶段之后由于大型专业化的平台参与，带动其持续快速的发展，在对跨境电商的政策上不断的加大支持力度，政策红利不断释放。
自2005年以来，我国对跨境电商的支持政策达53项，进入政策红利期，其中包括：效率提升、流程优化、试点城市、基础建设、降低税费等多项措施；尤其是在跨境电商2.0发展阶段中，国务院和多部委密集出台了35项支持政策，为我国跨境电商营造有序、健康环境的同时，也带动其持续快速发展。
JINRICAIJINGHUATIRCEPDEQIANDING，HAOWUYIWENDEYENENGCUJINKUAJINGDIANSHANGDEFAZHAN。
11月15日，《区域全面经济伙伴关系协定》（RCEP）正式签订；据了解，RCEP涵盖人口超过35亿，占全球47.4%，国内生产总值占全球32.2%，外贸总额占全球29.1%，是全球涵盖人口最多、最具潜力的自贸区谈判；目标是消除内部贸易壁垒、创造和完善自由的投资环境、扩大服务贸易，还将涉及知识产权保护、 竞争政策等多领域区域合作，成员包括东盟10国、中国、日本、韩国、印度、澳大利亚和新西兰共16方。
RCEP签订标志着东亚自贸区建设启动，随着关税减免、跨境物流效率提升、汇率稳定等政策红利逐步释放，出口跨境电商等相关行业有望显著受益。
2. 经济因素（Economic Factors）
SUIRANIMF（GUOJIHUOBIJIJINZUZHI）YUJIJINNIANQUANQIURENJUNGDPJIANGDAFUXIAHUA，QUANQIURENJUNGDPKENENGYOU2019NIANDE1.156WANMEIYUANXIAJIANGZHI1.1WANMEIYUAN；DANSHIIMFYUJIZHONGGUODERENJUNGDPFANJIANGZENGZHANG，CONG2019NIANGANGHAOCHAO1WANMEIYUAN，TISHENGZHI“JIEJIN1.1WANMEIYUAN”，YUQUANQIURENJUNGDPJIEJIN，RUGUOJINNIANRENJUNGDPZHENDADAOQUANQIUSHUIPINGYIWEIZHEZHONGGUOJIANGMAIRUZHONGDENGGAOSHOURUGUOJIAXINGLIE，XIANGFADAGUOJIAMAIJIN，SHIYIZHUANZHEDIAN。
2015NIANDAO2019NIAN，ZHONGGUOJUMINRENJUNKEZHIPEISHOURUCHIXUZENGZHANG，WENBUDECUJINJUMINDEXIAOFEINENGLIZENGZHANG。
3. 社会因素（Sociocultural Factors）
近年来，出国留学、工作或者旅游的人越来越多，当这些人在国外用了一段时间品质相对较高的东西后，回国后希望可以继续使用这些东西的时候就要想办法海淘，想要买到价格相对低、品质又能得到保障的商品时，电商平台就成了他们的选择。
同时，在2008年中国奶制品污染事件后，媒体陆续爆出中国奶制品的品质问题，国民对于国产奶制品的信任度持续降低，年轻一代的父母纷纷表示愿意选择国外的奶制品，尤其是婴儿奶粉。
4. 技术因素（Technological Factors）
YUFAWANSHANDEJICHUJIANSHEWEIKUAJINGDIANSHANGTIGONGQIANGYOULIDEQUDONG。
ZHIFUBIANJIE——ZHINENGYANZHENG：NFCZHIFU、ZHIWENZHIFU、SHUALIANZHIFUDENGDUOZHONGZHINENGZHIFUFANGSHIYIJINGZHUJIANPUKAIYINGYONG，ZHEIJIFENGFULEZHIFUFANGSHI，YOUJIANHUALEZHIFUBUZHOU，HAIZENGQIANGLEZHIFUANQUANXING。
配送体系——智能物流：自动化、只能物流仓储系统开始广泛应用，其中仓储机器人、智能货架可以对货物进行分拣，进一步提高配送效率；日益专业化的SaaS及物流操作系统，全链条覆盖，可实现高效数据采集及货物信息处理。
平台消费体验——智能终端：在全球范围内进行大数据测算，平台将全国商品展示于平台上，优化配置资源；在新技术赋能下，平台自主研发AR化妆、商品溯源系统等智能技术终端为用户提供便捷、舒适的消费体验。
XIAOFEIXUQIUSHIBIE——ZHINENGTUISONG：DASHUJU、RENGONGZHINENGDENGJISHUXIEZHUXIA，PINGTAIXITONGNENGYOUXIAOSHIBIEYONGHUHUAXIANG、XIAOFEITEZHENG，CONGERJINGZHUNSHIBIEYONGHUXUQIUJIGOUWUPIANHAO，JINERSHIXIANZHINENGSHANGPINTUISONG，ZAIYIDINGCHENGDUSHANGBANGZHUYONGHUKUAISUZHAODAOXUYAODESHANGPINBINGJIFAXIAOFEIREQING。
5. 小结及行业展望
GUOJIARENGRANZAIBUDUANSHIFANGKUAJINGDIANSHANGDEZHENGCEHONGLI，2020NIANWUYUEFENSHELILEDIWUPIKUAJINGDIANSHANGSHIYANQU，BAOHANLEXIONGANXINQU、SHANXIDATONGDENGSHUSHIGEDIQU，KUAJINGDIANSHANGSHIYANQUZHUJIANTIANMANZHONGGUODITU。
TONGSHIZHONGGUOZUOWEIYIQINGQIJIANWEIYIYIGEGDPBUJIANGFANZENGDEDAGUO，GUOMINXIAOFEINENGLIYEZAIZOUGAO，KUAJINGDIANSHANGRENGRANSHIYIGEYOUTANSUOKONGJIANDEXINGYE；2020SHANGBANNIANZHONGGUOTONGGUOHAIGUANKUAJINGDIANSHANGGUANLIPINGTAIJINCHUKOUZENGZHANG26.2%，YUJI2020NIANDIZHONGGUOKUAJINGDIANSHANGJIAOYIGUIMOJIANGDADAO10.3WANYIYUAN。
二、竞品分析
随着考拉海购和天猫国际的战略调整，这两个头部玩家占据了大部分的市场，相较于2020第一季度的市场份额有小幅度的提升，保持着领跑玩家的身份，并与后面的玩家逐渐拉开更大的差距。
KAOLAHAIGOUHETIANMAOGUOJIZUOWEIZHIJIEJINGPIN，TONGSHIYOUSHITONGYIGEGONGSI（ALIBABA）DELIANGZHONGBUTONGCELVEFANGXIANGDECHANPIN，JIAZHIYONGHUGUIMOLEISI，SUOYIWOMENTIAOXUANZHEILIANGGECHANPINLAIZUOJINGPINFENXI。
1. 考拉海购
1）FAZHANLICHENG
2015NIAN1YUE9RI WANGYIZIYINGKUAJINGDIANZISHANGWUPINGTAI“KAOLAHAIGOU”SHANGXIANGONGCE；
2015NIAN1YUE29RI KAOLAHAIGOUKAIMAIZHILICHELIZI，SHIXIANKUAJINGDIANSHANGSHENGXIANDIYIDAN；
2015年3月12日 考拉海购推首个促销活动：为期一周的“纸尿裤狂欢节”，并刷新海淘纸尿裤配送纪录，仅用时24小时左右；
2015年9月6日 考拉海购2.0版APP登陆苹果商店，以场景化的创新体验开辟行业先河；
2015NIAN12YUE12RI KAOLAHAIGOUXUANBUTUICHUSHOUXIANSHENGXIANYEWU：WULAGUIJINKOUNIUROU，SHIXIANJINGYOUBAOSHUICANGCHUFAHUODEKUAJINGDIANSHANGJINKOUNIUROUSHANGYEDIYIDAN；
2016NIAN3YUE29RI KAOLAHAIGOUXUANBUZHENGSHISHANGXIAN，2016NIANXIAOSHOUMUBIAOCHONGJI100YIYUANRENMINBI；
2017NIAN11YUE11RI，KAOLAHAIGOUXIAOSHOUEDA2016NIAN4BEI。KAOLAHAIGOUJINHUALE28FENZHONG，XIAOSHOUEJIUDACHENGQUNIANSHUANG11QUANTIANXIAOSHOUE、32FENZHONGSHUAXINKUAJINGPEISONGSHIXIAO，78FENZHONGXIAOSHOUEDAQUNIANLIANGBEI；
2018NIAN6YUE，KAOLAHAIGOUXUANGAOJINJUNZONGHEDIANSHANGSHICHANG；
2019NIAN9YUE6RI，ALIBABAXUANBUYUWANGYIDACHENGZHANLVEHEZUO。ALIBABAJITUANYI20YIMEIYUANQUANZISHOUGOUWANGYIQIXIAKUAJINGDIANSHANGPINGTAIKAOLA；
2020NIAN8YUE21RIZHENGSHIXUANBUZHANLVESHENGJI，QUANMIANJUJIAO“HUIYUANDIANSHANG”。
2）HEXINYEWU
B2CZIYINGZHICAIZHIXIAOJINGWAISHANGPIN。
3）YEWUMOSHI
考拉海购主打自营直采的理念 ，在美国、德国、意大利、日本、韩国、澳大利亚、中国香港、中国台湾设有分公司或办事处，深入产品原产地直采高品质、适合中国市场的的商品，从源头杜绝假货，保障商品品质的同时省去诸多中间环节，直接从原产地运抵国内，在海关和国检的监控下，储存在保税区仓库。除此之外，考拉上线蚂蚁区块链溯源系统，严格把控产品质量。
4）LIULIANGLAIYUAN
在考拉海购业务被网易出售给阿里巴巴之前，考拉海购的流量主要来源于网易各个领域的平台引流，包含新闻、音乐、漫画、阅读、教育和金融等领域，具备丰富的流量和媒体资源。
5）WULIUCANGCHU
通过保税的模式，既可以实现合法合规，又能降低成本，实现快速发货，所以能够给跨境电商用的保税仓是稀缺资源。
拉海购在杭州、郑州、宁波、重庆四个保税区拥有超过15万平米的保税仓储面积，为行业第一；同时，位于宁波的25万平米现代化、智能化保税仓已经破土动工，不久后也将投入使用。
MUQIAN，KAOLAHAIGOUYIJINGCHENGWEIKUAJINGDIANSHANGZHONGYONGYOUBAOSHUICANGGUIMOZUIDADEQIYE；WEILAI，KAOLAHAIGOUHAIJIANGLUXUKAITONGHUANAN、HUABEI、XINANBAOSHUIWULIUZHONGXIN。
在海外，考拉海购初步在美国建成国际物流仓储中心，并将开通韩国、日本、澳大利亚、欧洲等国家和地区的国际物流仓储中心。
GUONEIPEISONGYOUXIANCONGXIADANDIZHIFUJINDEBAOSHUICANGCHUKU，ZUIKUAIKECIRIDA。
6）YENEIYOUSHI
坚持自营模式保证了商品的品质、重金布局保税仓缩短了物流时效和方便售后被认为是考拉海购的核心优势。
2. 天猫国际
1）FAZHANLICHENG
2014年2月，天猫国际成立，以“原装进口全世界”为目标，为国内消费者直供海外原装进口商品；
2016NIAN5YUE，TIANMAOGUOJISHANGXIANZHIYINGYEWU，SHIXIANPINGTAIJIAZHIYINGSHUANGMOSHI；
2016NIAN12YUE，TIANMAOGUOJIHUOZHIJIANZONGJU“ZHILIANGZHIGUANG”NIANDUMEILIPINPAIJIANG；
2018年11月，首届中国国际进口博览会上，阿里巴巴宣布未来5年2000亿美元大进口战略，天猫国际作为海外品牌入华首选平台，将持续加速这一计划；
2020NIAN7YUE21RI，TIANMAOGUOJILIANHEHANGZHOUZONGBAOQUZHENGSHIQIDONG“BAOSHUIQUGONGCHANG”XIANGMU，QUANGUO“BAOSHUIJINKOU+LINGSHOUJIAGONG”DAJINKOUXINMOSHI；
2020年9月1日，天猫国际宣布升级海外仓业务，正式发布官方跨境直邮业务“海外直购”。
2）HEXINYEWU
B2CHAIWAISHANGJIARUZHUJIATIANMAOZHICAIZHIXIAOJINGWAISHANGPIN。
3）YEWUMOSHI
TIANMAOGUOJIZHUYAOSHIWEIGUONEIXIAOFEIZHEZHIGONGHAIWAIYUANZHUANGJINKOUSHANGPIN，TONGSHIYESHIBANGZHUHAIWAIPINPAIZHIJIECHUDAZHONGGUOXIAOFEIZHE、JIANLIPINPAIRENZHIHEXIAOFEIZHEDONGCHADESHOUXUANPINGTAI，GENGZHUZHONGSHANGJIAYUYONGHUDEZHIJIEDUIJIE，DAZAOHAIWAICANGZHIGOUXINMOSHI。
4）LIULIANGLAIYUAN
TIANMAOJILEIDEDALIANGGAOJIAZHIYONGHU。
5）WULIUCANGCHU
YUJINNIAN9YUE1HAO，TIANMAOGUOJIXUANBUSHENGJIHAIWAICANGYEWU，ZHENGSHIFABUGUANFANGKUAJINGZHIYOUYEWU“HAIWAIZHIGOU”；“HAIWAIZHIGOU”DEDIQIZAIYU——BIANBUQUANQIUDECAIGOUTUANDUI、HAIWAICANGKUYIJIPINPAIHEZUO。
基于菜鸟全球仓储布局和构建全球供应链网，通过官方直采的形式，将海外最新发布的潮流新品、限量版尖货直接面向中国消费者上架销售；“海外直购”同时也为海外品牌提供了一条快速进入中国市场的绿色通道：海外品牌无需入驻和开店，只需要将商品直接放入天猫国际海外仓即可直达中国，平台会提供仓储、前台运营、销售、物流以及客服的一站式服务；得益于阿里在菜鸟物流的深耕细作，天猫国际对于非进口现货的发货和清关速度有相当的保障。
WULIUPEISONG：
BAOSHUIMOSHI：GUOWAIPILIANGCAIGOU、CANGCHU–RUJING（GUOJIWULIU-HAIYUN、KONGYUN）–BAOSHUIBAOGUAN–JIZHONGCUNCHUZAIBAOSHUIQU–YONGHUXIADAN–DINGDANFENJIAN、BAOZHUANGTIEBIAO–BAOSHUIQINGGUAN–CAINIAOPEISONG。
YOUDIAN：JIESHENGWULIUSHIJIAN。
QUEDIAN：MOSHIJIAOZHONG，DUIPINGTAIZIJIN、CHUHUOSUDUYAOQIUGAO。
ZHIYOUMOSHI：YONGHUXIADAN–DINGDANFENJIAN、BAOZHUANGTIEBIAO–DAODAGUONEIJICHANG(GUOJIKONGYUN)–HAIGUANCONGCHU–KUAIXIAOQINGGUAN–YOUZHENGQINGGUAN–GUONEIWULIUPEISONG。
YOUDIAN：MOSHIJIAOQING。
QUEDIAN：WULIUHAOSHIJIAOJIU。
6）YENEIYOUSHI
PINLEIQIQUAN，JIEZHIMUQIAN，YIYOU84GEGUOJIAHEDIQU26000GEHAIWAIPINPAIRUZHU，FUGAI5300YUGEPINLEI，QIZHONGBACHENGYISHANGSHISHOUCIRUHUA，ZHEIJIUBAOZHENGLETIANMAOGUOJINENGGOUFUGAIDABUFENXIAOFEIZHEDEXUQIU。
3. 小结
TIANMAOGUOJIDEZHUYAOYEWUMOSHISHISHANGJIARUZHU，ZHIYAOSHANGJIAGUOLESHENHEJIUNENGGOUZAITIANMAOGUOJIPINGTAISHANGSHOUMAISHANGPIN，PINLEI、PINPAIQIQUANSHITIANMAOGUOJIZUIDADEYOUSHI，TONGSHICUNZAISHOUHOUBUBIANDEBIDUAN，XIAOFEIZHEDUISHANGPINBUMANYIDEHUAXUYAOJIANGSHANGPINJIHUIDAOGUOWAISHANGJIA，HENKENENGWULIUCHENGBENJIUGAOGUOSHANGPINSHOUJIALE；KAOLAHAIGOUZHUYAOYEWUMOSHISHIPINGTAICAIGOU，YOUYUPINGTAIDERENLIYOUXIAN，YINCICAIGOUDEPINLEI、PINPAIKENDINGBURUTIANMAOGUOJIDUO，DANSHISHANGPINZHILIANGNENGGOUDEDAOBAOZHANG，SHOUHOUFANGMIANXIAOFEIZHEZHIXUYAOBASHANGPINJIHUIDAOKAOLAHAIGOUDEGUONEIBAOSHUICANG，DADADETIGAOLEXIAOFEIZHEDESHOUHOUTIYAN。PUBIANLAISHUO，KAOLAHAIGOUZAIGOUWUHESHOUHOUTIYANFANGMIANSHENGTIANMAOGUOJIYICHOU，ZAISHANGPINDUOYANGXINGFANGMIANYOUSHAOXUNYIXIE。
三、用户价值分析
KAOLAHAIGOUDEYONGHUBAOKUOGUONEIXIAOFEIZHE、JINGWAIGONGYINGSHANGHEKAOLAHAIGOUPINGTAI。
HAIWAIGONGYINGSHANG：ZIJINGWAIXIANGJINGNEIXIAOFEIZHEXIAOSHOUKUAJINGDIANSHANGLINGSHOUJINKOUSHANGPINDEJINGWAIZHUCEQIYE，WEISHANGPINDEHUOQUANSUOYOUREN。
KAOLAHAIGOUPINGTAI：ZAIJINGNEIBANLIGONGSHANGDENGJI，WEIJIAOYISHUANGFANG（XIAOFEIZHEHEKUAJINGDIANSHANGQIYE）TIGONGWANGYEKONGJIAN、XUNIJINGYINGCHANGSUO、JIAOYIGUIZE、JIAOYICUOHE、XINXIFABUDENGFUWU，SHELIGONGJIAOYISHUANGFANGDULIKAIZHANJIAOYIHUODONGDEXINXIWANGLUOXITONGDEJINGYINGZHE。
GUONEIXIAOFEIZHE：KUAJINGDIANSHANGLINGSHOUJINKOUSHANGPINDEJINGNEIGOUMAIREN。
KAOLAHAIGOUDEYEWULUOJIRUXIATU：
1. 国内消费者
SUIZHEXINYIDAIXIAOFEIDEJUEQI，90HOUHE95HOUYIJINGCHENGWEIHAITAOZHULIJUN，ZAIXIAOFEISHENGJI，NIANQINGZHONGCHANQUNTIJUEQIDEDABEIJINGZHIXIA，ZHONGGUOXIAOFEIZHEDUIYUQUANQIUXIAOZHONGKOUBEIHEPINZHIXIAOFEIZHENGCHANSHENGZHEJIDADEXUQIUQIANLI。
麦肯锡中国消费者报告现实，中国是电商消费大国，他们追求高品质的生活、精致和独特的消费体验，不仅要“买得到”，更重要的是“买得好、买得优”；在跨境电商出现之前，普通消费者购买境外商品的方式主要有海外代购、个人海淘和线下商铺等三种方式。
1）HAIWAIDAIGOU
XIAOFEIZHETONGGUOGERENHUOMAISHOUZHIJIEGOUMAIHAIWAISHANGPIN，HAIWAIZHIYOUHUOZHERENROUDAIHUIGUONEIZAITONGGUOGUONEIWULIUFASONGJIXIAOFEIZHEDEGOUWUMOSHI。
ZHEIZHONGGOUWUMOSHIZUIDADETONGDIANZAIYUSHANGPINDEPINZHIHEJINHUOQUDAONANYIGUANKONG，HUOYUANHEHUOJIADOUBUWENDING。ZHONGJIANDAILISHANGYICICHONGHAO，JIAHUOFANLAN；TEBIEZAISHECHIPIN、GAODUANSHOUJIDENGGAOJIASHANGPINDESHICHANG，BULIANGSHANGJIAWEILEMOUQUGAOELIRUN，DAOZHILEDALIANGDEJIALIEHUOWUCHUXIANZAIHAIDAISHICHANG。
QICI，ZHEIZHONGFANGSHISHIXIAOXINGHENZHANG，BUBAOGUANZHICHOUCHA，SUIRANCHOUDAODEJILVBIJIAOXIAO，DANSHICHOUDAOZHIHOUXUYAOJIAONAHENGAODESHUIFEI（10%–50%），YESHIYIBIBUXIAODEHUAFEI。
2）GERENHAITAO
个人海淘通过浏览国外电商网站（如亚马逊）、品牌官方网站等在线售卖商品的渠道下单购买商品，发往转运服务商，再由转运公司发往国内。
ZHEIZHONGGOUWUMOSHIDEMENJIANJIAOGAO，XUYAOYOUJIBENDEWAIYUZHISHI、SHUANGBISHENZHIDANBIXINYONGKA（DANBIXINYONGKASHENQINGNANDUYUANGAOYUSHUANGBIXINYONGKA），YOUDECHANGJINGKENENGHAIXUYAOTONGGUOTESHUFANGSHIDAKAIGUOWAIWANGZHAN，GUANWANGXIADANDELIUCHENGYEBIJIAOFUZA。
WULIUSHIXIAOXINGHEANQUANXINGWUFADEDAOBAOZHANG，YIBANDEHAITAOSHANGPINXUYAOZHUANYUNFUWUSHANGZHONGZHUANDAOZHONGGUO，ZAIZHUANYUNGONGSIHUOWUYISHIHUOZHESUNHUAIDAGAILVWUFADEDAOPEICHANG。
SHOUHOUKUNAN，RUGUOXIAOFEIZHESHOUDAOSHANGPINHOUBUMANYIXIANGYAOBASHANGPINTUIHUIDAOGONGYINGSHANG，TONGCHANGSHISHIYONGYOUJIANLIANXI，JISHIXINGHENCHA，JIANGSHANGPINJIHUIYEHUICHANSHENGYIBIBUXIAODEFEIYONG，TONGGUOGERENHAITAODESHOUHOUWEIQUANWANGWANGSHIBULELEZHI。
3）XIANXIASHANGPU
ZAIGUONEIDEDAXINGSHANGCHANGYENENGMAIDAOHAIWAIPINPAISHANGPIN，DANSHIXIANXIADIANPUDEJINGYINGHEGUANLICHENGBENGAO，SHANGPINJIAGEPIANGAOSHIXIANXIASHANGPUZUIDADETONGDIAN，JIASHANGXIANXIADIANPUDESHANGPINDEXINXIGONGKAICHENGDUYOUXIAN，HENYOUKENENGZAOCHENGHUAFEILEHENDUOSHIJIANQUDIANPUMAIBUDAOYUQIDESHANGPINZAOCHENGDALIANGDESHIJIANLANGFEI。
2. 境外供应商
JINGWAIGONGYINGSHANGJINRUZHONGGUOSHICHANGZHUYAOYOUXIANXIAKAIDIAN、JINGXIAOSHANGHEZAIGUONEIDEDIANSHANGPINGTAIFANMAISANZHONGFANGSHI。
1）XIANXIAKAIDIAN
CHUANTONGDELINGSHOUFANGSHI，ZHEIZHONGFANGSHIKEYIYOUXIAODEJIEJUEXUANGOUDAOBUMANYISHANGPIN、XIAOFEIZHEYUYANBUTONGHEWULIUDENGDAIDENGWENTI，DANSHIZHEIDUIYUSHANGJIALAISHUOYEHUIYOUHENDUOWUFARAOKAIDEQUEDIAN：
JINGJICHENGBENGAO：DIANPUZUJIN、CANGKUCUNCHUHERENGONGCHENGBEN；
YUNYINGCHENGBENGAO：GEGUOGUOQINGYOUCHABIE，JINGWAIGONGYINGSHANGYAOXIANGGAODINGZHONGGUOXIAOFEIZHEXUYAOJINXINGZHUANMENDEYUNYING；
XIAOSHOUJIAGEGAO：YANGMAOCHUZAIYANGSHENSHANG，SHANGJIADECHENGBENDOUHUIJIADAOSHOUJIASHANGLAIZAOCHENGJIAOGAOSHOUJIA，KENENGHUISANGSHISHICHANGJINGZHENGLI
2）JINGXIAOSHANG
ZHEISHICENGJINGHAIWAIPINPAIJINRUZHONGGUOSHICHANGDEFANGSHI，BIRUSENHAISAIERZHONGGUOZONGDAIJIUSHIJINYI，GUONEIDEYUNYING、SHOUHOUDOUYOUDAILISHANGGUANLI，ZHEIZHONGFANGSHINENGGOUYOUXIAODIJIEJUEZAIXIANXIAKAIDIANCHENGBENGAODEWENTI，DANSHISUIZHEJINGXIAOSHANGCENGSHUZENGJIAHUIBEIFENTANGENGDUODELIRUNHEGENGDADEGUANLINANDU。
3）BENTUDIANSHANGPINGTAIFANMAI
ZAIHAIWAIYOUMINGQIDEBENTUDIANSHANGPINGTAI（RUYAMAXUN）XIAOSHOUDEFANGSHISUANSHIYIZHONGCHENGBENDI、ZHIYINGDEFANGSHI，NENGYOUXIAODIJIEJUEXIANXIAKAIDIANHEJINGXIAOSHANGXIAOSHOUDEWENTI，DANSHIXIANGJIAOYUSHANGSHULIANGZHONGFANGSHIYOUCUNZAIYIXIEWENTI：
HAIWAIDIANSHANGPINGTAIZAIGUONEIBUYIDINGSHOUDAOXIAOFEIZHERENKE，BIRUYAMAXUNZAI2019NIANXUANBUTUICHUZHONGGUODALUDIQUDUINEIDIANSHANGSHICHANGJINBAOLIUBUFENYEWU；
JINGWAIDIANSHANGPINGTAITONGSHICUNZAIWULIUSHIXIAOZHANGDEWENTI，GENGERENHAITAODESHIJIANWUYI；
GUOWAIDEDIANSHANGPINGTAITONGSHIYEHUIDAILAISHOUHOUBUBIANDEWENTI，ZAOCHENGPINPAIXINGXIANGSUNSHI。
3. 考拉海购平台
YOUCIKEJIAN，PUTONGXIAOFEIZHEGOUMAIJINGWAISHANGPINZHUYAOCUNZAIGOUMAIFANGSHIBUBIANJIE、GOUMAIJIAGEJIAOGAO、WULIUSHIXIAOZHANG、SHANGPINLEIMUSHAO、SHANGPINPINZHINANYIBAOZHANGYIJISHOUHOUWEIQUANYOUXINGWUSHIDEWENTI；ERJINGWAIGONGYINGSHANGJINRUZHONGGUOSHICHANGZECUNZAITUIGUANG、WULIUYIJIGUANLIFANGMIANDEGAOANGSHICUOCHENGBEN。
JIYUXIAOFEIZHEHETIGONGZHEMIANLINDEWENTI，YOUMEIYOUBIJIAOHAODEJIEJUEFANGANNI？KAOLAHAIGOUJICHULETADEHUIDA。
1）ZHENGFUZHICHIXIANXINGXIANSHI，LEIMUFENGFU
在跨境电商方面，政府在杭州、宁波、郑州、广州等6个城市开通了试点，为天猫国际、网易考拉海购等跨境电商平台开通保税区海关、国检绿色通道，实现了极速清关和检验检疫；而且，因为享受杭州检验检疫部门的“负面清单”制度，除了列入清单的违禁品之外，其他海外商品都可以尝试；等于说，跨境电商以后的商品类目将更加丰富。
2）“ZIYINGZHICAI”，ZHENGPINBAOZHANG
XIANGBIHAITAOWANGZHANYULONGHUNZA，BAOKUODAIGOU，JINGCHANGBEIMEITIPUGUANG“JIAHUOHUNZHEZHENHUOMAI”、“CHUKOUZHUANNEIXIAO”；XIAOFEIZHEYIDANMAIDAOJIAHUO，TUIHUODEKENENGXINGJIHUWEILING，KAOLAHAIGOUSHIXING“ZIYINGZHICAI”MOSHI：YOUKAOLAHAIGOUZHUANYECAIGOUTUANDUI，SHENRUHAIWAIPINPAIYUANCHANDIDAPILIANGJINXINGCAIGOU；ZHEIZHONGMOSHIBASHANGPINPINZHILAOLAOBAKONGZAIZIJISHOUZHONG，BAOZHANGLE100%ZHENGPIN。
3）DAZONGJINHUO，DIJIABAOZHANG
KAOLAHAIGOUDESHANGPINDOUSHITONGGUODAZONGZHICAI，BEIHUODAOHANGZHOU、NINGBODENGDIDEBAOSHUIQU，HUOZHEHAIWAICANG；JIZHONGYUNSHUBUJINBAOZHENGLEWULIUDEJIAGEYOUSHI，ERQIESHENGQULEERJIPIFASHANG、SANJIAPIFASHANGDENGZHONGJIANZHOUZHUANHUANJIE，BAOZHENGXIAOFEIZHENENGYIJIAODIJIAGEGOUMAIDAOJINGWAISHANGPIN；TONGSHI，DIANSHANGPINGTAITONGGUODUYOUDEQINGGUANQUDAONENGYOUXIAODIJIANGDISHUIFEI。
4）BUJUBAOSHUIQU，WULIUBAOZHANG
CHUANTONGHAITAOYIBANYOUHAIWAIGOUWUWANGZHANTONGGUOGUOJIKUAIDIFAHUO，HUOSHIYOUZHUANYUNGONGSIDAISHOUHUOWUZAIZHUANJIHUIGUO；YINWEIZOUGUOJIWULIU，SHIJIANJIBENSHANGSHIANYUEJISUAN；ERQIE，HENDUOSHIHOU，HAITAOQUDAOHAIXUYAOZIJILIANXIZHUANYUNGONGSI，YINWEIGUOJIPEISONGZHOUQIZHANG，GEHUANJIEWULIUKUAIDIDESUZHICANCHABUQI，GUOCHENGZHONGDEFENGXIANZAISUONANMIAN，DIUSHIHUOZHESUNHUICHANGCHANGWUCHU。
“HAITAOYOUFENGXIAN，GOUWUXUJINSHEN”JIBENSHANGSHIPUTONGXIAOFEIZHEDEGONGSHI。
FANGUANKAOLAHAIGOU，90%YISHANGDEHAIWAISHANGPINSHUYUBAOSHUIQUFAHUO，ZHANGSANJIAODIQUZHONGDIANCHENGSHI1—2TIANJIKEDAOHUO，BUFENXIBUPIANYUANDIQU、JIAOXIAN4-6TIANJIBENYEKEDAODA；LINGWAIHAIYOU“HAIWAIZHIYOU”DESHANGPIN，CONGMEIGUO、HANGUO、RIBENDENGDIDEHAIWAICANGFAHUO，YOUWANGYIDEHEZUOHUOBANZHONGGUOWAIYUNGONGSICHENGYUN，SHIXING“YIDANDAODI”：JICONGHAIWAICANGYOUJIDAOYONGHUSHOULI，SHIYONGTONGYIGEMIANDAN；ZICANGKUSHOUDAOYONGHUDINGDANZHIDINGDANPAISONGDAOYONGHUSHOUZHONG，YUJI7-15TIANJIKEDAOHUO，JIHUSHIZUIDAXIANDUDIBAOZHENGLESUDU。
5）GUONEIBAOSHUIQUTUIHUO，SHOUHOUBAOZHANG
CHUANTONGHAITAOMAILAIDESHANGPINZAITUIHUO、HUANHUOFANGMIANCUNZAIZHEHENGAODENANDU，WENTICHUZAIGOUTONGHEWULIUFANGMIAN；HAITAO、YOUJIDENGGUOCHENGZHONGCHUXIANWENTIWANGWANGXUDAGUOJIZHANGTUYONGYINGYUYUGEFANGGOUTONG，DUISHANGPINDELEJIEHENRONGYIHUICHUXIANPIANCHA；LINGWAI，GUOJIYOUJIANTUIHUANHUOXIANGDANGBUBIAN，HUIKANGUONEIDEKUAJINGDIANSHANGPINGTAI，DUOSHUZUOCHULE7TIANNEITUIHUANHUODECHENGNUO。
TUIHUANHUOZHIJIEJIDAOGUONEIBAOSHUIQU，BUJINHUAFEISHENG，ERQIESUDUKUAI；GENGZHONGYAODESHI，KAOLAHAIGOUPINGTAISHANGDESHANGPIN，JIBIANCHUXIANLEWENTI，YEKEYITONGGUOTOUSUJINXINGWEIQUAN，YOUQISHIZIYINGLEIDEKUAJINGDIANSHANGPINGTAI。
BUGUO，ZHIDEZHUYIDEDAOSHIZUOWEIDISANFANGPINGTAIDEKUAJINGDIANSHANG，MOUCHUIZHIDIANSHANGDEGAOGUANJIUCENGSHUOGUO，YIXIEYIDISANFANGSHANGJIARUZHUXINGSHIDEPINGTAIDIANSHANGMOSHISONGSAN，LINGSHOUSHANGKEYIYIJUHETONGBAZERENTUIJISHANGYOUSHANGJIA，XIAOSHOUPINGTAI、HUOYUANCAIGOUYESHILAIZIYUBUTONGDELIANGBUFEN；YIDANXIANGZHINIAOKUZHEIYANGDESHANGPINYINWULIUCANGCHUERCHANSHENGZHILIANGWENTI（RUCHAOSHI、SHOUJIYAPINXIANGCHA），LINGSHOUSHANGBENZHISHANGBINGBUNENGWEICIFUZE，ZUIZHONGLIYISHOUSUNDEHAISHIXIAOFEIZHE。
XIANGDUIYUCI，ZIYINGDEYOUSHIZAIYU，KUAJINGDIANSHANGPINGTAIBENSHENJIUDUICHANPINDEZHILIANGCHENGDANZEREN，CHULEWENTI，YOUPINGTAIPEICHANGXIAOFEIZHE，BINGYOUPINGTAIBENSHENQUZHUISUGONGHUOSHANGDEZEREN；ZHEIYIDIAN，WUYIYOUXIAODIBAOZHENGLEXIAOFEIZHEDELIYI。
6）YIZHANSHIBAOMUFUWU，SHANGJIAWUYOU
对于境外供货商，考拉海购能够提供从跨国物流仓储、跨境支付、供应链金融、线上运营、品牌推广等一整套完整的保姆式服务，解决海外商家进入中国的障碍，省去了他们独自开拓中国市场面临的语言、文化差异、运输等问题，同时考拉海购的售后服务也能帮助境外供货商维持品牌形象。
4. 小结
ZONGSHANGSUOSHU，BULUNSHIDUIYUSHANGPINPINZHI、JIAGE、SHOUHOUDENGFANGMIANYOUYAOQIUDEXIAOFEIZHE，HAISHIDUIYUJINRUZHONGGUOSHICHANGDEJINGWAIGONGYINGSHANGERYI，KAOLAHAIGOUZUOWEIYIGEYOUZHIDEDISANFANGPINGTAIQIAOMIAODIJIEJUELECENGJINGHAITAOSHICHANGDETONGDIAN，JIASHANGKAOLAHAIGOUDEYONGHUQUNTIJINGYING，SHIDEKAOLAHAIGOUCHENGWEIKUAJINGDIANSHANGLINGYUDELINGPAOWANJIA。
四、商业价值分析
商业价值是衡量一家公司长期产生现金流能力大小的指标，现金流指的是企业某一期间内现金流入和流出的数量，这里重点以核心业务的营业收入为主。
KAOLAHAIGOUDEHEXINYEWUSHI：B2CZIYINGSHOUMAIKUAJINGSHANGPIN。
我们以GMV作为营收的衡量指标来研究考拉海购的核心业务营收：
GMV=YONGHUSHU*ZHUANHUALV*KEDANJIA
YONGHUSHUZHIZHUCEYONGHUSHULIANG，ZHUANHUALV=FUFEIYONGHUSHU/ZHUCEYONGHUSHU，KEDANJIAZHISUOYOUFUFEIYONGHUZAIYIDUANSHIJIANNEIDEPINGJUNFUFEIJINE。
YONGHUSHU、ZHUANHUALV、KEDANJIARENHEYIGEZHIBIAODEDEBIANHUADOUHUIYINGXIANGGMVDEBIANHUA，SUOYIJIEXIALAIWOMENTONGGUOCHAIJIEZHEISANGEZHIBIAO，ZHONGDIANFENXIKAOLAHAIGOUSHIRUTONGGUOTISHENGZHEISANGEZHIBIAOLAICHANSHENGZHENGXIANGQIYEYINGSHOUDE。
1. 提升平台用户数量
HULIANWANGXINGYEYIZHILIUCHUANZHEYIGE“721DINGLV“，SHUODEJIUSHISHEIQUDELEXIANGGUANMUBIAORENQUNDEDADUOSHUYONGHU，NEIMESHEIJIUSHILAODA，SHEIJIUNENGCHIROU。
YONGHUDEJILEIDUIYUYIGEDIANSHANGPINGTAIGENGWEIZHONGYAO，DANGNIANWANGYIPINGJIEQIGEZHONGMIAOZHAOZAIMEIYOUDALIANGSHAOQIANDEQINGKUANGZUOSHANGLEKUAJINGDIANSHANGDELONGTOUBAOZUO。
1）SHEJIAOLAXINTUWEI：RANGYONGHUCHONGDANGYINGXIAOYUAN
LIYONGSHEJIAOLAXINDELIEBIANJIZHI，BASHENGXIALAIDEYINGXIAOCHENGBENFANHAIJIYONGHU；ZAIKAOLAHAIGOUAPP1.0BANBEN，JIUSHANGXIANLE“YAOQINGHAOYOU，LIKEZHUANQIAN”DEGONGNENG。
GOUMAIQIAN，YONGHUKEYIFENXIANGYAOQINGHAOYOU，HUOZHEFENXIANGSHANGPINZHUANYONGJIN，ZHIJIEJIYONGHUFANXIANJIN；ZAIFENXIANGSHANGCHENGZHONG，SUOYOUSHANGPINDOUYOUYIDINGDESHOUYIBILI，ZHIYAOYONGHUFENXIANGJIZIJIDEHAOYOUBINGZUIZHONGSHOUHUO，JIUNENGDEDAOSHOUYIJIANGLI，QUANMIANTUIDONGLAOYONGHULAXINYONGHU；HAOYOUJIESHOUYAOQINGCHENGGONGGOUMAIHOU，HAIKEYIZAIHUODEXINHONGBAO。CHUCIZHIWAI，KAOLAHAIGOUHAIZHICHITUWENSHIPINHEPINGLUNDEFENXIANG，CHONGFENDIAODONGYONGHUKOUBEILILIANG。
GOUMAIZHONG，CHUQIDEKAOLAHAIGOUMEITIANDOUHUINACHUJIBAIGEREMENSKUJIARUDAOPINTUANSHANGCHENG，YIXINRENTUAN、2RENTUAN、3RENTUANDEXINGSHIXIYINYONGHUPINDAN，PINTUANCHENGGONGDESHANGPINBIPINGSHIZAISHOUJIADI10%ZUOYOU，XINRENTUANGENGSHI1YUANMIAOSHA；PINTUANSHAIDANTUPIANKEYIYIJIANFENXIANGDAOWEIXIN、QQ，WEIXINYEKEYIKUAISUDENGLU，LIANGHAODEYONGHUTIYANKEXIYINZHONGDUOXINYONGHU。
GOUMAIHOU，YONGHUJIANGGOUMAIDESHANGPINFENXIANGDAOPENGYOUQUAN，MEITIANZUIGAOKENA30YUANJIANGLI，XINRENHAOYOUJIESHOUYAOQINGKEYIZAINA20YUAN，HAOYOUXIADANQUERENSHOUHUO，HAIKEZAINA15YUAN；CENGCENGDIJINDEJIANGLI，RANGYONGHUZIJUECHONGDANGKAOLAHAIGOUDEYINGXIAOYUAN，ZHANLINGPENGYOUQUAN。
2）SHICHANGTUANDUINENGZHENGSHANZHAN：ZIYOULIULIANGJIAZHIZUIDAHUA
WANGYITONGGUOZIYOULIULIANG，GOUJIANLEYIGEPANGDAERYOUXIAODEYINGXIAOSHENGTAIQUAN，ZAIKUAJINGDIANSHANGLINGYUCHENGGONGLINGPAO。
YIFANGMIANSHIZIYOULIULIANGDENEIBUWAQIAN，GOUJIANQIWANGYIMENHU、WANGYIXINWENKEHUDUAN、WANGYIYOUXIANG、WANGYIYUNYINLE、WANGYIYOUXIDENGMEITIYINGXIAOJUZHEN，BINGGENJUBUTONGQUDAOTEDIAN，JINGZHUNTUISONGXIANGPIPEIDESHANGPINNEIRONG；ZAIWANGYIYUNYINLE，HUICHUXIANGAORENQIDEHANZHUANGMIANMO；ERZAINANXINGYONGHUJIZHONGDEWANGYIYOUXI，ZEHUITUISONGREMENDEBEATSERJI；CHAOGAODELIULIANGZHUANHUA，WEIWANGYIKAOLAHAIGOUDAILAIKEGUANDEXINKEZENGZHANG。
SUIRANXIANZAIKAOLAHAIGOUHAIWEIJIARU“ALIDONGWUYUAN”，DANSHICONGCIQIAN”SHUANGSHIYI“HUODONGZHONGTIANMAOGUOJIJIANGPINPAIZIYUANYUKAOLAHAIGOUGONGXIANGJIUKEYIKANCHU，ALIJINHOUKENDINGHUIWEIKAOLAHAIGOUTIGONGHENDADELIULIANGRUKOU。
3）LIULIANGZHIHUAN：QUANMINJILIULIANGZHUANHUA
考拉海购有意识的通过异业合作、娱乐营销等多种方式，与滴滴、万达院线、招行、凤凰知音、湖南卫视等众多重量级巨头达成战略合作，在每个营销热点上形成合力，将自有流量的价值最大化；在魔兽大电影上映之际，考拉海购就联手暴雪游戏、万达院线启动营销战役，多达300家万达院线的助力，为考拉海购带来不少优质男性客户。
针对年底的年货升级大潮，考拉海购发起了新年战役，连续抢占头部媒体资源：2017年跨年晚会与湖南卫视合作，2017春晚连续赞助湖南卫视、江苏卫视、安徽卫视、CCTV网络电视，2017元宵晚会赞助江苏卫视，通过6台覆盖全国超10亿人口的晚会，考拉海购通过口令红包的创新传播形式，实现与新中产的跨屏互动，直接带来了超百万新用户下单消费。
2. 提高转化率
GUANGYOUYONGHUKENDINGSHIBUGOUDE，ZHENZHENGWEIPINGTAIDAILAIDESHOURUSHIYOUXIAOFEIXINGWEIDEYONGHU，XIANZAILAIKANKANKAOLAHAIGOUSHIRUHETISHENGYONGHUZHUANHUALVDE。
1）SHENHUAYULEYEMIAN
SHENHUAYULESHIYONGHUZHENZHENGYIYISHANGJIECHUDEDIYIGEYEMIAN，SHILIUZHUYONGHUDEDIYIBU，KAOLAHAIGOUDESHENHUAYULECHONGCHIZHE“TIANTIANCHOUJIANG”、“LINGKAOLADOU”DENGXIYINLIHENQIANGDE“DUBOXINGZHI、BAIPIAOXINGWEI”DEHUODONG，ZHANJUGENGDAHUAFUDESHIJINQIDAXINGHUODONG，ZHURU“SHUANGSHIYI”、“SHUANGSHIER”，ZHIYAOYONGHUSHIGEHEGEDEWANGMINDOUNENGZHIDAODEDAXINGYOUHUIHUODONG，DUIYUMEIYOUGOUWUXUYAODEYONGHUYOUJIQIANGDEXIYINLI。
XIANGJIAOYUMOUXIEDIANSHANGAPPBAFENLEIZANGZAIYIGEBUMINGXIANDEWEIZHIDEZUOFA，KAOLAHAIGOUGENGNENGGOUZHUAZHUDUIGOUMAIMOUYIYANGWUPINDANSHIMUBIAOYOUBUSHIMINGQUEDEYONGHU（BIRUXIANGMAIYISHUANGMADINGXUE，DANSHIDUIMADINGXUEBUSHIHENLEJIEDEYONGHU）DEXIN；TONGSHIDUIYUYOUMINGQUEMUBIAODEYONGHU（BIRUXIANGMAIMOUGEPINPAIMOUYIGEQUEDINGXINGHAOSHANGPINDEYONGHU）TIGONGLESAOYISAOHESOUSUODERUKOU。
2）SOUSUOYEMIAN
SOUSUOYEMIANZUOWEIYOUGOUWUXUYAODEYONGHUDECHANGYONGGONGNENG，SHITIGAOZHUANHUALVDEYIGEGUANJIANDIAN。
SOUSUOLISHINENGGOUBANGYONGHUJIZHUZUIJINSOUSUODESHANGPIN，ZAIYONGHUHUIDAOKAOLAHAIGOUZHIHOUJIYONGHUYIZHONGGUDIZHONGYOUDEGANJUE，NENGYOUXIAODILAJINKEHUYUCHANPINDEJULI；SOUSUOFAXIANZESHIDANGQIANBIJIAOREMENDESOUSUOGUANJIANCI，KEYIKANDAOBIEDEYONGHUDOUZAIXUANGOUSHENMESHANGPIN，NENGXIYINYIXIEYOUCONGZHONGXINLIDEYONGHUQUGOUMAIXIANGGUANDESHANGPIN；ZUIXIAFANGSHICHANGYONGFENLEI，ZHEIXIEPINLEISHIHAITAOSHICHANGDEZHULISHICHANG，DUIGELEIYONGHUDOUNENGQIDAOYIDINGCHENGDUDEYINDAOZUOYONG。
3）SHANGPINXIANGQING
YONGHUZHAODAOHOUXUANSHANGPINZHIHOU，JINRUSHANGPINXIANGQINGYE，ZAIYIGEHUANGJINBILIDEWEIZHIZHANSHICHULE“100%ZHENGPINBAOZHANG”DEZIYANG，YIJIXIAFANSHANGPINDELAIYUANHELIUJINGTUJINGZHANSHI，JILEYONGHUXIANGDANGDEXINXIN。
ZAIJIAGEDEPANGBIANYOUYIGEBEIHUADIAODEJIAOGAODEJIAGE，JIYONGHUYIZHONGDANGQIANSHANGPINHENHUASUANDEXINLIANSHI；RUGUOYONGHUXIANGYAOLEJIEGENGDUODESHANGPINXIANGQINGWANGXIAHUA，NENGKANDAOSHANGPINPINGJIAHEWENDAJIA，WENDAJIAZAIYONGHUTICHUWENTIHOUXUYAOYIDINGDESHIXIAODECAINENGYOURENHUIDA，KEYICUJINYONGHUHUIDAOSHANGPINXIANGQINGYECHAKANWENTIHUIDA，TIGAOYEMIANDEFANGWENCISHU，JINERTIGAOZHUANHUALV；RANHOUJIUSHISHANGPINTUIJIAN，RUGUOYONGHUDUIDANGQIANSHANGPINXINCUNBUMANHUOZHEXIANGYAODUIBIJIGESHANGPINZAIZUOXUANZEDEHUA，TUIJIANDESHANGPINYEKEYIQIDAOTIGAOZHUANHUALVDEZUOYONG。
4）GOUWUCHE
GOUWUCHEGUANLIJIANGBUTONGDIANPUDESHANGPINJINXINGFENLEIZHENGLI，ZHEIYANGSHEJIFANGBIANYONGHUJIESUANDESHIHOUYOUHUICOUDAN（BIRUMANJIANHUODONG，BUFENSHANGPINZANSHIBUCANYUHUODONGJIUBUGOUXUAN）；TONGSHIYEJIANGDIANPUSHIFOUZIYINGZHANSHICHULAI，ZHIZAIGAOSUYONGHUSHANGPINDEPINZHIZUYIDEDAOBAOZHANG，JIAQIANGYONGHUDEGOUMAIXINXIN；MOUXIESHANGPINHUIYOU“SHANGPINYIBAOYOU”DEZIYANG，MANZULEYONGHUXIHUANYOUHUIDEXINLI。
ZUIDIXIAYOUCAINIXIHUAN，BAOKUOGOUWUCHEZHONGSHANGPINDELEISISHANGPINHUOZHEBUCHONGSHANGPIN（RUGOUWUCHEYOUDIANNAO，CAINIXIHUANHUITUIJIANWAISHE），ZHEIXIEXIAOGONGNENGDESHEJIJINKENENGDEBAOZHENGYONGHUZAIGOUWUCHEYEMIANDEZHUANHUALVHEKEDANJIA。
5）DINGDANJIESUAN
LAIDAOZHEIGEYEMIANDEYONGHUWANGWANGDOUSHIGOUMAIKENENGXINGHENDADE，BUXUYAOZAIJINXINGGUODUODEXINLIANSHILAIBAOZHENGYONGHUDEXIAOFEIWANGZHENGXIANGLIUCHENGJINXING。
FAPIAOMANZULEBUFENXUYAOBAOXIAODEYONGHU，ERYOUHUIQUAN、HONGBAO、YUNFEIQUANHESHUIFEIQUANDENGJIYONGHUYINGZAOYIZHONGDINGDANHENHUASUANDEXIANXIANG，TONGSHIYERANGYONGHUDUIZIJIDEHUAFEIYIMULERAN。
6）ZHIFUYEMIAN
ZHIFUYEMIANJIANDANCUBAO，ZHIYOUZHIFUFANGSHIDEXUANZEHEYIGELUOZAIDIBUDEHENGKUAZHENGGEPINGMUDEJUDADEQUERENZHIFUANNIU；ZHEIYANGDESHEJIYOUXIAODIJIANSHAOLEYONGHUDEXUANZE，JIANGYONGHUANZHAOYIGEZHENGXIANGDEGOUWULIUCHENGYINDAO，YOUXIAODETIGAOLEYONGHUDEZHIFUCHENGGONGLV。
7）JINRIHUODONG
JINRIHUODONGSHIDAOHANGLANDEDIERGECAIDAN，LIMIANDENEIRONGSHI“TIANTIANDIJIA、CHAOJIDANPIN、XIANSHIZHEKOUDEJINGXUANHUODONGSHANGPIN”，HUODONGDAIBIAOZHEYOUYOUHUI，YONGHUDAKAIKAOLAHAIGOUZHIHOUTONGCHANGDOUHUIQUGUANZHUYIXIA，YOUQISHIMEIYOUMINGQUEGOUWUMUDEDEYONGHU。
ZHEIGEYEMIANDESHANGPINTONGCHANGDOUSHIYIGERICHANGJIABEIHUADIAO，MUQIANJIAGEYIGAOLIANGDEXINGSHIZHANSHI，JIYONGHUYINGZAOYIZHONGHENHUASUANDEXIANXIANG，TONGSHIYEMIANYOUSHANGJIAOSHIHUODONGJIESHUSHIJIAN，RANGYONGHUJUEDEYOUHUIHUODONGSHIJIANJINPO，JIAQIANGYONGHUGOUWUDECHONGDONGXING。
3. 提高客单价
TIGAOKEDANJIADEFANGSHITONGCHANGYOUTIGAODANCIXIAOFEIJINEHETIGAOXIAOFEIPINCILIANGZHONG。
1）TIGAODANCIXIAOFEIJINE
平台在各类优惠活动中通过让利吸引用户多买若干商品的运营方式。
FANGSHIYI：MANJIANHUODONG
SUOXUANCANYUMANJIANHUODONGDESHANGPINSHOUJIAMANYIDINGSHUEHOUHUIJIANMIANBUCHAOGUOSHANGPINZONGJIADEYOUHUI。
MANJIANCUXIAODEWANFAFUYITIDU，NENGXIYINXIAOFEIZHEMAIGENGDASHUEDESHANGPIN。
FANGSHIER：MANZHEHUODONG
TONGCHANGDEXINGSHIGOUMAICANYUMANZHEHUODONGDESHANGPINDESHULIANGYUEDUO，ZONGJIADEZHEKOUYUEDA。BIRU，YIJIAN9ZHE，LIANGJIAN8ZHE，SANJIAN7ZHEDEWANFA。
FANGSHISAN：ZUHESHIXIAOSHOU
CIWANFASHIYONGYUXIAOFEIZHESUOXUANSHANGPINYOUPEIJIANDESHANGPIN。BIRUXIAOFEIZHEGOUMAIDIANNAODESHIHOU，TONGCHANGHUIZAISHANGPINXIANGQINGYEHUOGOUWUCHEGUANLIYEYOUTUIJIANDESHUBIAO、JIANPANDENGWAISHE，DADAOZUHESHIXIAOSHOUDEMUDE，JINERTIGAOKEDANJIA。
FANGSHISI：MANNYUANMIANYUNFEI
CIWANFASHIYONGYUXIAOFEIZHEGOUMAIXIAOJIANSHANGPINSHI，DINGDANZONGJIAWANGWANGBUZUBAIYUAN，ERYUNFEIWANGWANGZAISHIYUANSHANGXIA，YONGHUZAIXUANGOURUOGANXIAOESHANGPINHOUJIKECANYUMIANYUNFEIDEHUODONG。
2）TIGAOXIAOFEIPINCI
HEIKAHUIYUANSHIKAOLAHAIGOUTIGAOXIAOFEIZHEXIAOFEIPINCIDEZHULIWANFA。ZHEILIJIANDANFENXIYIXIAZAIXIAOFEIZHEKAITONGHEIKAHUIYUANHOU，KAOLAHAIGOUSHIRUHEXIYINXIAOFEIZHETIGAOXIAOFEIPINCIDE。
FANGSHIYI：JIAGEDI
100%FUGAIZIYINGSHANGPIN，YOUHUILIDUZHISHAO96ZHE，HEIKAJIAKEYUYOUHUIQUAN、HONGBAO、JINTIE、XIAOFEIJINDENGDIEJIASHIYONG。
FANGSHIER：GELEIQUAN
MEIYUEJIHEIKAHUIYUANFAFANGJIAZHI10YUANDESHUIFEIQUANHEYUNFEIQUAN，GELIANGZHANG，ZHUAZHUXIAOFEIZHEJINKENENGXIANGYAOSHIYONGYOUHUIDEXINLI，YINYOUHEIKAHUIYUANZAIXIAOFEIZHONGSHIYONGQUAN。
FANGSHISAN：HEIKAXIAOFEIJIN
MEIYUEJIHEIKAHUIYUANFAFANG100YUANDEXIAOFEIJIN，ZAIHUIYUANQIJIANMAN799KEYONG，100ZHEIGESHUMUYIJINGHENDALE，DUIXIANGDANGYIBUFENYONGHUJUYOUHENDADEXIYINLI。
FANGSHISI：YOUHUIHUODONGDUO
ZHURUMEIRIPINGJIA、SHENGRILIQUANDENGHUODONG，CANYUZHEILEIHUODONGDESHANGPINWANGWANGSHIYIXIERIYONGPIN、SHENGHUOYONGPINHUOZHESHIWU，XIYINYIXIEKENENGZAIBIEDEDIANSHANGPINGTAIGOUMAIXIANGGUANSHANGPINDEXIAOFEIZHEDAOKAOLAHAIGOUSHANGJINXINGXIAOFEI。
FANGSHIWU：ZHUANXIANGSHANGPIN
GUANFANGYUANHUASHI“SHANGPINXIANGQINGYEXIANSHI‘HEIKAZHUANXIANG’DESHANGPINJUNWEIHEIKAZHUANXIANGSHANGPIN，SHANGPINKUCUNYOUXIAN，XIANDAOXIANDE”。ZHEIJIUYINGZAOLEYIZHONGZHEILEISHANGPINXIQUEDEXIANXIANG，RANGHEIKAHUIYUANGANSHOUDAOLEHEIKADEZHUANXIANGTEQUAN，TONGSHIYENENGXIYINYIXIEPUTONGYONGHUYINWEIXIANGYAOGOUMAIZHEIYILEISHANGPINKAITONGHEIKAHUIYUAN。
FEIHUIYUANYONGHUTONGCHANGSHIDUIKAOLAHAIGOUMEIYOUYILAIXINGDE，KAOLAHAIGOUZETONGGUOYIXIEBUXUYAOYUXIANFUCHUDAIJIADEHUODONGLAIXIYINZHEIXIEYONGHUDEXIAOFEIPINCI。FUGAIGOUWUQUANLIANLUDEFENXIANGJIZHIHEYIJIANFENXIANGDEBIANLIXING，WEIWANGYIKAOLADAILAIDALIANGXINYONGHUDETONGSHI，YECIJILAOYONGHUYINWEIHAOYOUTUIJIANZENGJIAZAIKAOLAHAIGOUDEDUOCIGOUMAI，TIGAOLEYONGHUFUGOULV。
SHUJUXIANSHI，KAOLAYONGHUFENXIANGJIHAOYOUDEYOUHUIQUAN，SHIYONGLVGAODA50%，SHIQITAQUDAODE5-10BEI。DANGGOUWUQUANDIEJIALEPENGYOUQUAN，XINDEYONGHUJIYUDUIHAOYOUDEQINGGANGUANXI，DUIWANGYIKAOLAHUICHANSHENGTIANRANDEXINRENHEHAOGANDU，ERZHEIYERANGYONGHUHEPINGTAIZHIJIANDEJIAOHUANXINXICHENGBENJIANGDI，DADATIGAOLEXIAOFEIPINCI。
五、产品迭代分析
LEJIEYIGERENJIUYAOLEJIETADEGUOQU。TONGYANGDE，WOMENFENXIYIKUANCHANPIN，FENXIZHEIKUANCHANPINDEDIEDAIJILUSHIHENYOUBIYAOXINGDE，ZHEINENGJIWOMENZIJIDECHANPINTIGONGYIXIEJIEJIANDEJINGYAN；JIEXIALAIWOMENTONGGUOLENGQIDONGQI、FAZHANQIHECHENGSHUQILAIFENXIKAOLAHAIGOUSHIRUHEJINRUSHICHANGBINGCHENGWEIXINGYELINGPAOZHEDE。
YIXIABANBENDIEDAIDESHUJUZHAIZIQIMAISHUJU，YOUBENWENZUOZHEZHENGLI；PINGTAIWEIiOS，ANZHUOBANBENDIEDAISHIJIANHENEIRONGKENENGCUNZAICHURU。
1. 冷启动期：市场需求验证，基本功能完善
2016NIAN5YUE25HAOZHIQIAN，BANBENHAOCONGSHANGXIANSHIDE1.0.0DAO2.6.0，BAOCHIMEIYUEYICIDEGENGXINPINLV；ZHEIYIJIEDUANDEMUDESHIYANZHENGYONGHUXUQIU，DAMOCHANPINDEJIBENGONGNENG。
JIANGKAOLAHAIGOUWANGYEBANDEGONGNENGZHUBUQIANYIDAOSHOUJIKEHUDUANSHANG，RUYIJIANSHOUZANGSHANGPIN、ZAIXIANKEFUDENGGONGNENG；BINGGENJUSHOUJIDEYOUSHIHEHUANJINGJINXINGLEDUYOUDEGONGNENGHESHEJI，RU2015-2016XINGQIDEBIANPINGHUASHEJI，JIYONGHUGENGHAODESHIJUETIYAN；TONGSHI，SHOUJIFANGBIANJIESHOUTUISONG、YUDISANFANGAPPLIANDONGFANGBIANDENGYOUSHI，TUICHULESAOYISAOGONGNENG，FANGBIANYONGHUSOUSUOSHANGPIN；DAOHUOKAIQIANGTIXINGJIDADEFANGBIANLEYONGHUDEGOUWUTIYAN，BUYONGZAIXIANGYIQIANZAIWANGYESHANGSHIBUSHIDICHAKANSHANGPINYOUMEIYOUDAOHUO；WEIXINDENGLUYEFANGBIANLEYONGHUDEZHUCE、DENGLULIUCHENG。
YUNYINGFANGMIAN，TUICHULE“SHOUJIZHUANXIANGJIA”、“SHOUJIZHUANXIANGYOUHUIQUAN”DENGHUODONGXIYINYONGHUDAOSHOUJIKEHUDUANJINXINGXIAOFEI。TONGSHI，YETUICHULE“SHAIDANHUOQUYOUHUIQUAN”、“SHANGPINFUCHENGGONG，FENXIANGXIAOHUOBANLINGHONGBAO”DENGHUODONG，CIJIYONGHUJIANGKAOLAHAIGOUFENXIANGJIPENGYOU，YIDADAOLAXINDEMUDE。
CIJIEDUANDECHANPINCELVESHIKUAISUXIYINDALIANGYONGHU，SHUNLIDEJINRUDAOHAITAOSHICHANG，WEIHOUXUDEPINGTAIYUNYINGDAXIAJICHU。
2. 发展期：运营工具构建，购物体验优化
2016NIAN6YUE23HAODAO2018NIAN5YUE11HAO，BANBENHAOCONG3.0.0GENGXINDAO3.15.0，CIJIANXINGONGNENGSHANGXIANBUDUO，DUOSHUGENGXINDOUSHIbugXIUHU，XINGNENGYOUHUA，YIJIMOUGETESHUSHIJIANDIANDEHUODONGNEIRONG，LIRU”SHUANGSHIER“HUODONG；ZAIZHEIGEJIEDUAN，KAOLAHAIGOUYIJINGJILEILEXIANGDANGSHULIANGDEYONGHULE，XUYAOZUODESHITIGAOZHUANHUALV，RANGGENGDUOYONGHUZAIKAOLAHAIGOUSHANGXIAOFEI。
在这两年期间，考拉海购构建了活动运营工具，参与了很多活动，包括但不限于”双十一“、“黑五”、“六一八”等活动，这些大型优惠活动能够吸引摇摆用户在考拉海购上开始消费，达到转化率的提高。
QIJIAN，HUIYUANDEJIZHIYEJINXINGLESHUCISHENGJI，“HUIYUANZHONGXIN”、“HUIYUANKA”、“HUIYUANZHUANXIANGSHANGPIN”DENGGONGNENGLUXUSHANGXIAN，RANG“HEIKAHUIYUAN”DEGOUWU、SHOUHOUTIYANZHUJIANYOUHUA，YEYUELAIYUEYOUHUIYUANDEZUNXIANGGAN，KEYIYOUXIAODILIUZHU“HEIKAHUIYUAN”。
KAOLAHAIGOUZAISHEQUYUNYINGFANGMIANYEJINXINGLETANSUO，ZAI2017NIAN8YUE10HAOSHANGXIANLESHEQUBANKUAI，ERHOULUXUZENGJIALEZHONGCAOSHEQU、FAXIANHAOYOU、WENDAJIADENGGONGNENG；NENGGOURANGYONGHUZAIPINGTAISHANGKANDAOBIERENDEHAOWUFENXIANG、YOUWENTIHAINENGZAIPINGTAISHANGXUNWENXIANGGUANDEYONGHUQUNTI，YOUXIAODITIGAOLEYONGHUZHANXING。
ZHEIGEJIEDUANJIBENGONGNENGDOUYOULE，JIUXUYAOKAOLVRUHECAINENGRANGYONGHUYONGDEFANGBIANKUAIJIESHUFU。ZAISHOUYINTAIXIANSHILESHUIFEIMINGXI，RANGYONGHUDUIZIJIDEXIAOFEIXINLIYOUGEDI；TONGSHIYEYOUHUALEXIADANPEISONGXINXIDEZHANSHI，RANGYONGHUZHIDAOZIJIDEDINGDANDAZHIZAINAYITIANNENGGOUSONGDA，CONGERFANGBIANANPAIZIJIDEJIHUA，YOUHUALEXIADANLIUCHENG，SHANGXIANLEYUFUDINGJIN，XINZENGLEGUANZHUDIANPU，ZHEIXIEXIAOXIAODEGONGNENGSHENGJI，WUYIBUNENGDADADETISHENGYONGHUDEGOUWUTIYAN。
BUJINYAORANGYONGHUYONGDESHUFU，YEYAORANGYONGHUMAIDEFANGXIN；KAOLAHAIGOUSHENGJILESHIJUEZHIBO，RANGYONGHUNENGGOUKANDAOKAOLAHAIGOUTUANDUIDUOCIZAIHAIWAIJIANHUOCAIGOUDI，SHENRUDANGDIDEPINPAISHANGZONGBU、GONGCHANGHEXIANXIAMENDIAN，QUANLIUCHENGZHIBOGUOWAIDESHENGCHANZHIZAOGONGYIHEPINPAIWENHUA，CIJURANGYONGHUFANGXIN，XINRENPINGTAI。
KAOLAHAIGOUPINGJIEQICHENGGONGDEYUNYING，CHANPINGONGNENGDEBUDUANYOUHUAHEDUIXINGYEWANFADETANSUOYUCHUANGXIN，WENZUOKUAJINGDIANSHANGXINGYEDELONGTOUBAOZUO。
3. 成熟期：存量用户运营，业务方向拓展
2018NIAN6YUE5HAOZHIJIN，KAOLAHAIGOUYIJINGJINRULECHENGSHUQI。
ZAICIQIJIAN，JIXUYOUHUAYONGHUTIYAN，LIRUKEYIZHIJIEZAIGOUWUCHEGENGGAISHANGPINDEGUIGE、PINGLUNQUZHICHISHANGCHUANSHIPIN、TUIKUANJINDUKEYIZAIDINGDANZHONGCHAKANDOUJIDADEYOUHUALEYONGHUDEGOUWUHESHOUHOUTIYAN。
ZAIBEIALISHOUGOUZHIHOU，KAOLAHAIGOUZAIDUANSHIPINFANGXIANGSHANGYOUJINXINGLECHANGSHI，SHANGXIANLEPASHUTVHELikeSHEQUDEGONGNENG，ERBIANDENIANQINGHUA，QIMUDESHIWEILELIUZHUJIARUHAITAODAJUNDE“90HOU”HE“95HOU”。
LIKE社区” 定位为分享关于淘宝商品的内容社区，通过用户点击社区分享的商品，一键跳转到淘宝商品页面，为淘宝平台导流。
“PASHUTV” XIWANGGOUJIANDESHIHAIWAISHENGHUOFANGSHIPINGTAI，PINGTAIBAOKUOGUANZHU、ZHIBO、SHIPINSANGEBUFEN。TONGGUOSHIPINFANGSHITIGONGYIGEHAIWAISHENGHUOFANGSHIPINGTAI，ZHANSHIGEDIDEFENGTURENQING，ZHEIXIEDOUSHINIANQINGRENFEICHANGXIAIDENEIRONG；TONGSHITONGGUOZHIBOPINDAOSHANGPINZHONGCAODETUIJIANJINXINGBIANXIAN。
KAOLAHAIGOUTUOZHANLEYEWUMOSHI，SHOUCHUANGDETUICHULEQUANQIUGONGCHANGDIAN。KAOLAHAIGOUHUAFEIJIGEYUESHENZHIYINIANDESHIJIANQUXUNZHAOQUANSHIJIEZUIHAODEGONGCHANG，JIXIAOFEIZHETIGONGZUIYOUZHIDECHANPIN；YUZHUMINGSHISHANGXUEYUANPOLIMODAJIQISHEJISHIQIANYUE，ZHILIYUJIANGGENGHAODESHEJIDAIJIXIAOFEIZHE；YINWEIZHIDAGONGCHANG，XIAOFEIZHEDEFANKUINENGHENKUAIDECHUANDAOCHANGJIAHESHEJISHIDEERDUO，KEYISHUOSHIXIAOFEIZHEYECANYUDAOLECHANPINDESHEJI，JILEXIAOFEIZHEJIZHIDELIANGSHENDINGZHITIYAN。
ZUIHOUSHIBUDEBUTIDE30TIANCHAOZHANGTUIHUANDESHOUHOUZHENGCE，JICONGCEMIANTIXIANLEKAOLAHAIGOUGONGCHANGDIANSHANGPINPINZHIDEKEKAOXING，YOUJIYONGHUSHIZUDEXIAOFEIXINXIN，KAOLAHAIGOUGUANWANGRUSHIJIESHIQUANQIUGONGCHANGDIAN：
QUANQIUGONGCHANGDIANSHIKAOLAHAIGOUTUICHUDEYIXIANGZHUDACONGQUANQIUYOUZHIZHIZAOSHANGZHIDAXIAOFEIZHEDESHANGYEMOSHIXIANGMU。ZHILIYUWEIXIAOFEIZHEDAILAIPINZHIZUIGAO、JIAGEZUIYOU、FUWUZUIHAODEGOUWUTIYAN；ERGONGCHANGDIANGUANFANGLIPINKA，GENGSHISOULUOLEQUANQIUZUIYOUZHIDEZHIZAOQIYE，JIEZHUQIYEDEKEJI、ZHIZAONENGLIHEKAOLASHIJUEDASHIMENDECHUSEDESHEJI，JIXIAOFEIZHEDAILAIGENGWEIJINGMEIDEZUHELIPIN。
4. 小结
KAOLAHAIGOUCONGSHANGXIANDAOXIANZAIYIYOUWUNIAN，YIZHICHUYUXINGYELINGXIANDIWEI，JILIBUKAICHANPINDELIANGHAOTIYAN，YEYOUGELEIHUODONGYUNYINGDEGONGLAO。
ZAOQIKAOLAHAIGOUDEGENGXINPINLVBAOCHIZAIYIYUEYICI，YOUTIAOBUWENDEDAMOCHANPIN，JINGGUOYINIAN，ZHUJIANYOULEGUONEIDIANSHANGJUTOUDEJIBENGONGNENG，TONGSHIJILEILEDALIANGDEYONGHU。
ZHONGQIJIXUYOUHUACHANPIN，BAOCHIYONGHULIANGHAOTIYANDETONGSHI，JIAQIANGHUIYUANJIZHIDEYUNYING，JILEILEBAIWANJIDE“HEIKAHUIYUAN”。
HOUQIZEYIYOUHUAHUIYUANJIZHIWEIZHUYAOMUBIAO，CHANPINDIEDAIFANGMIANDADUODOUSHIXIJIEDEYOUHUA；BUGUOZAIBEIALISHOUGOUHOU，KAOLAHAIGOUYOUKAISHIXINDETANSUO，SHANGXIAN“PASHUTV”RANGNIANQINGYONGHULEJIEHAIWAIDEFENGTURENQING。
KEYISHUO，KAOLAHAIGOUYIZHIZAITANSUO、CHUANGXINHEBIANHUA，ZAICHANPINSHEJIHEHUODONGYUNYINGLIANGFANGMIANDOUSHIRUCI；DANYIZHIBUBIANDESHI，KAOLAHAIGOUDOUSHIXIANGJIYONGHUTIGONGGENGHAODEGOUWUTIYAN，CONGERLIUZHUYONGHU。
六、产品结构分析
ZAIDIEDAIFENXIZHONGWOMENFENXILEKAOLAHAIGOUDECHANPINGONGNENGDEDIEDAIBUZHOU，JIEXIALAIWOMENKANYIXIAZHEIXIEGONGNENGFENBIEMANZULEYONGHUDESHENMEXUQIU，YIJIZAIZHENGGEappZHONGSHIZENMEFENBUDE。
XIATUWEIKAOLAHAIGOUV4.40.0DECHANPINJIEGOUNAOTU：
WEILEBIANYUFENXI，WOMENDUIKAOLAHAIGOUDECHANPINJIEGOUANZHAOMUBIAORENQUN、CHANGJING、XUQIUHEGONGNENGJINXINGZHONGXINSHULI，DEDAOXIAMIANDEBIAOGE：
1. 下单前
WOMENJIANGMUBIAORENQUNZAIGOUWUQIANDEBIAOXIANFENWEISANLEI：
1）YOUGOUWUXUQIUQIEMUBIAOMINGQUE：CILEIYONGHUDUIZIJIXIANGYAODESHANGPINHENQINGCHU，KENENGCUNZAIXUYAOGENXIANGGUANSHANGPINDUIBIHELEJIESHIJIDEYONGHUTIYANDEXUQIU。
KAOLAHAIGOUTIGONGLESOUSUOHESAOYISAODEGONGNENGGONGXIAOFEIZHEZHIJIEDINGWEIDAOMUBIAOSHANGPIN，YONGHUKENENGXUYAOJIANGMUBIAOSHANGPINYULEISIDESHANGPINZUODUIBIHUOZHEXUANPEIJIAN，KAOLAHAIGOUTIGONGLEXIANGSITUIJIANDEGONGNENG；JISHIYONGHUYIYOUXINYISHANGPIN，YEXUYAODUISHANGPINDESHIJITIYANYOUSUOLEJIE，ZAISHANGPINGUIGEXIAMIANJIUYOUSHANGPINPINGLUN、WENDAJIAHEMAIJIASHUODEBANKUAI，RANGYONGHUDUISHANGPINYOUYIGEZHENSHIDERENSHI；YOUDEYONGHUSHIJIZHEGOUMAIYIGESHANGPIN，DUIWULIUSHIXIAOBIJIAOMINGAN，SHANGPINXIANGQINGYETONGYANGTIGONGLEFAHUOSHIJIANDEZHANSHI，RUGUOYOUGENGDUODEXUYAO，KAOLAHAIGOUYETIGONGLEKEFUDERUKOU。
2）YOUGOUWUXUQIUDANMUBIAOBUMING：CILEIYONGHUWANGWANGSHISHENGHUOZHONGYOUMINGQUEXUQIU，YINCIYOUMUBIAOPINLEI，DANSHIDUIMUBIAOPINLEIBUSHENLEJIE，CUNZAILEJIESHANGPINGONGNENG、DUIBISHANGPINPINZHIDEXUQIU；KAOLAHAIGOUTIGONGLEPINLEISHAIXUAN、SOUSUOHELEISISHANGPINDUIBIDEGONGNENGRANGYONGHUCONGPINLEIDELIEBIAOZHONGXUANZEFUHEZIJIYUSUANHEXUQIUDESHANGPIN。
ZHEILIDAYIGEBIFANGJIAYISHUOMING：
MOUDAYIXUESHENGXIAOKAOLASHIYIGENANFANGREN，KAODAXUEDAOLEHAERBINZHEIZUODONGTIANHUWAIJIQIHANLENGDEDIFANG，YINWEIDUIDANGDIDONGTIANBULEJIEBIANMEITIQIANZHUNBEIGUODONGDEWUZI。
DAIDAORUDONGHOU，XIAOKAOLAKANJIANSHENBIANDETONGXUEFENFENDOUCHUANSHANGLEGESHIGEYANGDEXUEZI，XIAOKAOLAZUOWEIYIGEDUIZIJIWAIXINGYOUJIAOGAOYAOQIUDENIANQINGRENJUEDETONGXUEDEMADINGXUESHENSHIHAOKAN，SUIXIANGRUSHOUYISHUANG；XIAOKAOLAZUOWEIKAOLAHAIGOUDEZHONGSHIYONGHUZHEIGESHIHOUDAKAILEKAOLAHAIGOU，ZHIJIEJINXINGSOUSUO“MADINGXUE”，RANHOUDUIBISOUSUOCHULAIDEJIEGUO，XUANZEYISHUANGXINYIDEMADINGXUE，RANHOUJIUJINRUDAOGOUWUZHONGDELIUCHENG。
3）WUGOUWUXUQIU：CILEIYONGHUHUIGENGGUANZHUPINGTAIDEFENGFUDU，SHIFOUYOUDEKANYOUDEGUANG；YAOZHUAZHUWUMUBIAOYONGHU，JIUXUYAOZAIQIYIJINPINGTAISHIJIUYOUNEIRONGXIYINDAOTA；YINCI，KAOLAHAIGOUDESHENHUAYULEBUJULEbannerLUNBO、HUODONGZHUANQU、PASHUTV、KAOLAKUJIE、SHANGPINPUBULIUDENGXINGSHIDUOYANGDELIULANQUYU；LIQIUDIYISHIJIANYINQIYONGHUXINGQU，YANZHANGYONGHUZAIPINGTAIDEDOULIUSHIJIAN。
2. 下单中
XIADANZHONGDEYONGHUYIBANYOUHUOQUYOUHUIXINXI、XIUGAISHANGPINGUIGE、XIUGAISHOUHUODIZHIDEXUQIU。
YOUHUIXINXIFANGMIAN，KAOLAHAIGOUZAISHANGPINXIANGQINGYETIGONGLEYOUHUIQUANLINGQU，GOUWUCHEYEMIANYOUCOUDANMANJIANHUOZHECOUDANMIANYUNFEIDEXIANGGUANSHANGPINTUIJIAN，LAIMANZUJIYONGHUTIGONGYOUHUIDEXUQIU，TONGSHIYEKEYITISHENGKEDANJIA。
DUIYUXIANGYAOXIUGAISHANGPINGUIGEHESHULIANGDEYONGHU，KEYIZAIGOUWUCHEYEMIANZHIJIEBIANJISHANGPINDESHULIANGHUOGUIGE，TISHENGLEYONGHUCAOZUODEBIANLIXING，TONGSHIRANGYONGHUYIZHICHUYUZHENGXIANGLIUCHENG，YOUZHUYUTIGAOYONGHUDEXIAOFEIJINE。
3. 下单后
XIADANWANCHENGHOU，YONGHUYIBANYOUCHAKANDINGDANZHUANGTAI、SHANGPINPINGJIA、SHOUHOUFUWUDENGQUQIU。
DINGDANZHUANGTAIFANGMIAN，KAOLAHAIGOUTIGONGLEDAIFUKUAN、DAIFAHUO、DAISHOUHUOHEDAIPINGJIADEDINGDANQUANLIUCHENGXINXIZHANSHI，YONGHUKEYIZAI“WODEKAOLABANKUAIQINGSONGHUOQUDINGDANZHUANGTAI，HUANJIEYONGHUDEDENGDAIJIAOLVHUOQITAYILV，YEKEYIZAI“WODEKAOLA”ZHONGZHAODAOKEFUXUNQIUKEFUBANGZHU。
DUIYUXIANGYAOFENXIANGGOUWUTIYANDEYONGHU，ZEKEYITONGGUO“PINGJIAYOULI”GONGNENGSHIXIANFENXIANGXUQIU，HAINENGHUODECHOUJIANGJIHUI；JIMANZULEYONGHUDEFENXIANGXUQIU，YELIYUCIJIYONGHUCANYUPINGJIA、FENGFUSHANGPINPINGLUNQU，JIHOUXUYONGHUDAILAIGENGDUODEGOUMAITIYANYIZUOCANKAO。
4. 小结
TONGGUOYISHANGFENXIKEYIFAXIANKAOLAHAIGOUDUIYUBUTONGXUQIUDEYONGHUZAICHANPINSHANGSHEJILEXIANGYINGDEGONGNENG；ZHUZHONGYONGHUZAIGOUWUQIANZHONGHOUKENENGCUNZAIDEXIJIEXINGXUQIU，JIANGCHANPINGONGNENGDAMODEHENXINI，SHIDEYONGHUTIYANSHUSHIRENXINGHUA，ZUIDAXIANDUDEBAOZHANGLEYONGHUTIYAN；TONGSHIYERANGKAOLAHAIGOUZAIYONGHUQUNTIZHONGBAOCHILIANGHAODEKOUBEI，XINGCHENGPINPAIXIAOYINGERXIYINGENGDUOYONGHUSHIYONGKAOLAHAIGOU。
七、运营分析
SUOWEI“CHANPINFUZESHENGHAIZI，YUNYINGFUZEYANGHAIZI”，ZHEIJUHUAJIUSHUOMINGYIGEHAODECHANPINBUJINXUYAOHAODECHANPINTUANDUI，GENGXUYAOHAODEYUNYINGTUANDUI，BENWENCAIYONGAARRRMOXINGLAIFENXIKAOLAHAIGOUDEYUNYING。
1. 获客（Acquisition）
KAOLAHAIGOUYIKAISHIBEIKAOWANGYIPANGDADEYONGHUZIYUAN，CONGWANGYIYOUXI、WANGYIYUNYINLEDENGQUDAOHUODEJUDALIULIANG，YIJIAODICHENGBENHUODEDALIANGXINYONGHU。
BIRU：
2017NIAN12YUE5RI：MENGHUANXIYOUWANJIAZAICANJIAKEJUXIANGSHISHI，YOUJILVHUODEYIZHANGKAOLAHAIGOUDE15YUANYOUHUIQUAN；
2018年10月30日：98元就可以获得一整年考拉海购+网易严选+网易云音乐+网易邮箱的年卡会员。
TONGSHIKAOLAHAIGOUYETONGGUOCHUANTONGMEITIYINLIU。
BIRU：
2015NIAN7YUE2RI：KAOLAHAIGOUXIESHOUREMENZONGYI《FEICHANGWANMEI》，ZHENGJINVSHENQUANQIUMEIZHUANG；
2017NIAN6YUE20RI：KAOLAHAIGOUZANZHU《HUAERYUSHAONIAN》DISANJIBINGCHENGWEI《HUANLESONG2》TEYUEHEZUOHUOBAN；
2019NIAN1YUE21RI：KAOLAHAIGOUZANZHUREMENZONGYIJIEMU《QINGCHUNYOUNI》。
2. 激活（Activation）
YOULEYONGHUJICHUHOU，HAIYAOXIANGBANFARANGYONGHUZAIPINGTAISHANGJINXINGXIAOFEI；KAOLAHAIGOUMEIYOUFANGGUOMEINIANDEBIEDEDIANSHANGPINGTAIDOUHUIJUBANDEDAXINGYOUHUIHUODONG，TONGSHIYEHUIYOUYIXIEKUAJINGDIANSHANGDUYOUDEHUODONG，RU“HEISEXINGQIWU”。
2015NIAN：SHUANG11QUANQIUKUANGHUANJIE、SHUANG12NIANZHONGSHENGDIAN；
2016NIAN：1ZHOUNIANQINGDIAN、618GOUWUJIE、YANGHUOJIE、SHUANG11、SHENGDANKUANIANJI；
2017NIAN：QUANQIUNIANHUOJIE、XINGFUQINGRENJIE、8NVSHENJIE、2ZHOUNIANQING、520WEIAITAOSHIJIE、618HAITAOSHENGDIAN、816YANGHUODASHANG、SHUANG11CHAOJIYANGHUOJIE、HEIWUYANGHUOJIE、SHUANG12NIANZHONGSHENGDIAN；
2018NIAN：8NVSHENSHENGDIAN、3ZHOUNIANQING、618GOUWUJIE、FENSIKUANGHUANJIE、919QUANQIUHUANJUSHENGDIAN、SHUANG11QUANQIUKUANGHUANJIE、HEIWUYANGHUOJIE、SHUANG12CHAOJIYANGHUOJIE；
2019NIAN：4ZHOUNIANQING、520QUANMINBIAOBAIJIE、618GOUWUJIE、SHUANG11QUANQIUGOU、SHUANG12CHAOJIYANGHUOJIE；
2020NIAN：618GOUWUJIE、SHUANG11QUANQIUGOU、SHUANG12CHAOJIYANGHUOJIE（CHOUBEIZHONG）。
TONGSHIKAOLAHAIGOUYEGENXUDUOPINPAIDACHENGZHANLVEHEZUO，RANGYONGHUZAIPINGTAISHANGMAIDEFANGXIN。
BIRU：
2015NIAN3YUE27RI：KAOLAHAIGOUYUHANGUOL&P(ZHU)HUAZHUANGPINGONGSIDACHENGHEZUO，HUODEHANGUOKELAISIMIANMOGUANFANGSHOUQUAN；
2015年7月17日：考拉海购与韩国最大连锁商超E-mart签署合作协议、与韩国高丽雅达达成合作关系；
2016NIAN3YUE29RI：KAOLAHAIGOUYUYAMAXUNQUANQIUWULIUZHONGGUOZHENGSHIQIANSHUHEZUOXIEYI；
2017NIAN10YUE30RI：KAOLAHAIGOUYUMEIGUOPINPAIGarden of LifeQIANDINGLEZHANLVEHEZUOXIEYI；
2018年4月11日：法国百年科研奶粉品牌Guigoz吉古氏正式在考拉海购上市；
3. 留存（Retention)
ZAISHANGPINPINZHIYOUBAOZHANGDEQIANTIXIA，HUIYUANMOSHIHAOWUYIWENSHILIUCUNKEHUDEZUIJIABANFA；KAOLAHAIGOUCONGYIKAISHIMEIGEYUEDOUHUIJIHEIKAHUIYUANYIXIEXIAOEDELIPINQUAN，RUSHIYUANSHUIFEIQUAN、YUNFEIQUAN。
XIAOFEIZHEBENSHENSHIBUZAIHUSHIKUAIERSHIKUAIRENMINBIDE，DANSHIRENDOUCUNZAI“YANESUNSHI”DEXINLI，JIUHUIZAIKAOLAHAIGOUSHANGJINXINGXIAOFEI，ZHANGCIYIWANG，BIANYANGCHENGLEZAIKAOLAHAIGOUSHANGDEXIAOFEIXINGWEI。
4. 收入（Revenue)
GENJUGMVMOXING，XIANZAIZHEIGEJIEDUANYIJINGYOULEYONGHUJISHUHEZHUANHUALV，TIGAOKEDANJIAJIUNENGTIGAOSHOURU。
KAOLAHAIGOUTONGGUOPINFANDEJUXINGCUXIAOHUODONGLAITIGAOYONGHUDEDANCIGOUMAIJINE，JIHUIYUANFAFANGYOUHUIJUAN、XIAOFEIJINDENGLAITIGAOYONGHUDEXIAOFEICISHU；GENJUKAOLAHAIGOUCEOLIUPENGDEHUAKEYIKANCHU，KAOLAHAIGOUDABUFENDEYINGYELAIZIHUIYUAN；TONGSHI，HUIYUANSHULIANGYIDABAIWANJI，ZHEIYEHUICHANSHENGYIBIKEGUANDEYINGSHOU。
JULIUPENGJIESHAO，DANGQIANKAOLAHAIGOUDEHUIYUANSHULIANGYIDABAIWANJI，GUIMOTONGBIZENGZHANGLE23%，CAIGOUGUIMOKUODADEGUOJIAYOU33GE，CAIGOULIANGZENGZHANG67%；ZAIGOUMAIZHIBIAOSHANG，HEIKAHUIYUANHEFEIHUIYUANXIANGBI，QIANZHEDENIANKEDANJIAWEIHOUZHEDE7.3BEI，YUEFANGWENTIANSHUDA2.4BEI，NIANDINGDANSHUDA4BEI。
5. 推荐（Referral)
SHEJIAOPINGTAISHIRENZUICHANGSHIYONGDEGONGJU，SUOYISHIZUIHAODEYONGHUZICHUANBOPINGTAI，ERKAOLAHAIGOUDASHANGWEIXINDECHEGOUJIANLEQUANLIANLUDESHEJIAOFENXIANGJIZHI。
GOUWUQIAN：MEIRIFENXIANGLAXIN、FENXIANGZHUANYONGJIN；
GOUWUZHONG：PINTUAN、YAOQINGHAOYOUKANJIA；
GOUWUHOU：ZHIFUCHENGGONGHOUFENXIANGHONGBAO；
FEIGOUWU：PINGLUNZHIHOUKEYISHENGCHENGERWEIMABIANYUFENXIANG。
八、总结和未来展望
KAOLAHAIGOUCONGMIANSHIZHIJINYIYOUWUNIAN，YIZHICHUYUXINGYELINGXIANBUSHIMEIYOUYUANYINDE，ZHUYAOYOUYIXIAJIGEFANGMIANDEYUANYIN：
1. 选对方向是根本
2013NIANBEICHENGWEIKUAJINGDIANSHANGDE“YUANNIAN”，JUBUWANQUANTONGJI，2013-2015NIANCHUTAIDEXIANGGUANZHENGCE2005-2012NIANDESANBEI，ZHENGCEZHICHILIDUDEBUDUANJIADATUIDONGKUAJINGDIANSHANGDEJIASUFAZHAN，2014NIAN1YUEHAIGUANZONGSHUMINGQUELEKUAJINGDIANSHANGDE“HEFADIWEI”；CIQIAN，ZHENGFUJIANGKUAJINGSHANGPINQIZHENGDIANCONG500JIANGZHI50YIDAJIGERENHAITAO。KUAJINGDIANSHANGYINGYUNERSHENG。
KUAJINGDIANSHANGXIANGBIYUZHIQIANDEXIAOPILIANGCAIGOUDEHAITAOXINGSHIZAIDEYIJIAQUAN、PINZHIGUANKONG、SHOUHOUWEIHU、WULIUSHIXIAODENGFANGMIANDOUYOUJUDAYOUSHI，SHOUYONGHUQINGLAISHIBIRANDE，HUOZAOHUOWANQUJUEYUYONGHUDUICHANPINDERENKEDU。
2. 用户体验是基础
KAOLAHAIGOUDESHANGPINZHUYAOSHIZIYINGSHANGPIN，KEYIZUIDACHENGDUDEBAOZHANGYONGHUDEGOUWUTIYAN。
DAPILIANGCAIGOU，YIJIAQUANDA，NENGHENDACHENGDUDEBAOZHENGSHANGPINDEDIJIA；
ZHUANYEDECAIGOUTUANDUICONGHAIWAIZHUANMAIDIANCAIGOUBAOZHENGLESHANGPINDEPINZHI；
KAOLAHAIGOUGOUJIANHAIWAICANG、BAOSHUICANG，YIJIKUAISUQINGGUANDETEQUANSHIDEKAOLAHAIGOUDEWULIUSHIXIAODUAN；
YONGHUXUYAOSHOUHOUDESHIHOU，KEYIBASHANGPINJIHUIBAOSHUICANG，DADAJIANHUALEHAIWAISHANGPINDESHOUHOULIUCHENG。
KAOLAHAIGOUAPPDECHANPINSHEJIYEHENDACHENGDUDEYOUHUALEYONGHUDESHIYONGTIYAN，LEISISHANGPINTUIJIANFANGBIANYONGHUDUIBI、GOUWUCHEZHIJIEBIANJISHANGPINGUIGEDENGXIAOXIJIEWUYIBUNENGYOUHUAYONGHUDETIYAN。
3. 运营有道促发展
GAOPINZHIDEYUNYINGNENGZUIDADEXIANDUTIGAOCHANPINDESHANGYEJIAZHI。KAOLAHAIGOUMEINIANDOUBUHUICUOGUOCHUANTONGDIANSHANGDEDAXINGCUXIAOHUODONG，RU“SHUANGSHIYI”、“LIUYIBA”，JIYONGHUDAILAISHUXIDEGANJUE；TONGSHIYEYOUHAIWAIDECUXIAOHUODONG，RU“HEISEXINGQIWU”，ZHEIXIECUXIAOHUODONGDOUNENGXIYINYONGHUZAIKAOLAHAIGOUSHANGXIAOFEI。
KAOLAHAIGOUYETONGGUOCANYUHENDUOYUZONGYIHUODONGDEHEZUOTIGAOCHANPINZHIMINGDU，RU“FEICHANGWANMEI”、“HUAERSHAONIAN”；MEIRIFENXIANGLAXIN、ZHUANYONGJIN、YAOQINGHAOYOUKANJIADENGHUODONGDEYUNYINGNENGBAOZHENGKAOLAHAIGOUBAOCHIXINXIANYONGHUSHURU。
4. 持续创新葆活力
JINGGUOWUNIANDEFAZHAN，KAOLAHAIGOUJILEILEDALIANGDENIANQINGYONGHUHEBAIWANJIDEHUIYUAN；KAOLAHAIGOUSHANGXIANLEPASHUTV、LikeSHEQUDENGNIANQINGRENXIHUANDESHIPINYUANSU，DUINIANQINGYONGHUJUYOUXIANGDANGDEXIYINLI。
QUANQIUGONGCHANGDIANSHIYOUZHONGGUOLINGXIANDEKUAJINGLINGSHOUJINKOUPINGTAI——KAOLAHAIGOUTUICHUDEYIXIANGZHUDACONGQUANQIUYOUZHIZHIZAOSHANGZHIDAXIAOFEIZHEDESHANGYEMOSHIXIANGMU；ZHILIYUWEIXIAOFEIZHEDAILAIPINZHIZUIGAO、JIAGEZUIYOU、FUWUZUIHAODEGOUWUTIYAN；ERGONGCHANGDIANGUANFANGLIPINKA，GENGSHISOULUOLEQUANQIUZUIYOUZHIDEZHIZAOQIYE，JIEZHUQIYEDEKEJI、ZHIZAONENGLIHEKAOLASHIJUEDASHIMENDECHUSEDESHEJI，JIXIAOFEIZHEDAILAIGENGWEIJINGMEIDEZUHELIPIN。
5. 未来展望
“全面深化改革开发”在未来很长一段时间内依旧是中国发展的主旋律，同时《区域全面经济伙伴关系协定》（RCEP） 于近期签订，中国必将持续放出跨境贸易行业的政策红利。
JUTONGJI，KUAJINGDIANSHANGJIAOYIEZAIZHENGGEDIANSHANGXINGYEDEZHANBIZHIYOU5%；BUNANKANCHU，KUAJINGDIANSHANGRENGRANSHIYIGEYOUQIANJINGDESHICHANG，DANSHIXINGYEYIJINGCHUYUCHENGSHUZHUANGTAI，BUHUIYOUDALIANGDEXINYONGHUYONGRUYESHIYIGEBUKEHUSHIDESHISHI。
WEICI，KAOLAHAIGOUKAISHILEHUIYUANDIANSHANGFANGXIANGDETANSUO，JINGYINGCELVEZHUJIANCONGXIANPINGTAICAIGOUHOUXIAOFEIZHEXUANZE，BIANCHENGXIAOFEIZHEXUYAOSHENMEPINGTAICAIGOUSHENME，GENGHAODEWEIYONGHUTIGONGFUWU，MUDEJIUSHIWEILEJINYIBUSHAIXUANHELIUZHUGAOJIAZHIYONGHU，TONGSHIYEHESHICHANGSHANGDEKUAJINGDIANSHANGPINGTAIBAOCHICHAYIHUAFAZHAN；ERQIEALIJIEGUANHOUDEKAOLAHAIGOU，ZAIGONGYINGLIANHEWULIUFANGMIANBIYIQIANGENGJIAZIRU，PEIHECHONGZUDEZIJINLIAN，KAOLAHAIGOUJINHOUZAICELVEDIAOZHENGSHANGGENGJIACONGRONG，BULUNHUIYUANDIANSHANGGECELVESHIFOUSHINENGRANGKAOLAHAIGOUGENGSHANGYICENGLOU，DANSHIKEYIYUJIANDESHIKAOLAHAIGOUZAIKUAJINGDIANSHANGXINGYEDOUHUIBANYAN“NONGCHAOER”DEJIAOSE。
