传统出口企业面临着出口下滑、产业升级等困境,想要转型出口跨境零售电商,跨过中间商,和全球消费者建立直接的联系。因此,本文所说的跨境电商特指在跨境零售平台上开店的出口零售电商企业。转型的前景虽然广阔,设想虽然美好,但转型之路并不简单,因为这两者之间存在根本性的差异。分析发现,它们在交易对象、环节、内容、方式、物流及所面对的政策环境都不尽相同。此外,出口跨境电商存在四个有限(客户品牌认知能力有限、流量资源有限、客户注意力资源有限、客户资金有限)和两个无限(产品的品类无限多元,产品的销量由于全球化而变得无限)。本文认为,研究这些企业内在的转型痛点和困难点有利于企业有针对性地提升自身竞争力,为转型成功做好准备。 Traditional export enterprises are facing the downturn in exports, industrial upgrading and other difficulties, and want to transform the export of cross-border retail electricity suppliers, cross brokers, and consumers worldwide to establish direct contact. Therefore, the cross-border e-commerce mentioned in this article refers specifically to the export retail e-commerce businesses that open their stores on cross-border retail platforms. Although the prospect of transformation is vast and the vision is good, the road to change is not simple because there are fundamental differences between the two. Analysis found that they are in the transaction object, links, content, methods, logistics and the policy environment are different. In addition, there are four export cross-border e-commerce limited (limited customer brand awareness, limited flow resources, limited customer attention resources, limited customer funds) and two unlimited (unlimited product diversification, product sales due to globalization And become infinite). This paper argues that studying the intrinsic pain points and difficulties of these enterprises is conducive to enhancing the competitiveness of enterprises in a targeted manner and preparing for the transformation success.