跨境电商战略：从B2B到社交电商的全面布局
跨境电商战略：从B2B到社交电商的全面布局
Cross-border E-commerce Strategy: From B2B to Social Commerce
跨境电商行业正在经历前所未有的变革，敦煌网集团联席CEO李纯在接受雨果跨境专访时，分享了对于行业发展趋势的深刻见解和战略思考。
The cross-border e-commerce industry is undergoing unprecedented changes. Li Chun, co-CEO of DHGate Group, shared profound insights and strategic thinking on industry development trends in an exclusive interview with Cifnews.
01 技术领导者的商业转型 | From Tech Leader to Business Executive
李纯拥有北京大学和美国俄亥俄州立大学的教育背景，曾在Lazada、阿里巴巴B2B、PayPal、eBay等知名平台担任高管职务。他分享了两个关键的职业转折点：
With educational backgrounds from Peking University and Ohio State University, Li Chun has held executive positions at renowned platforms including Lazada, Alibaba B2B, PayPal, and eBay. He shared two key career turning points:
• 2000年回国创业：从"技术决定一切"到"市场导向"的思维转变，认识到商业成功需要从用户需求出发寻找最适合的技术解决方案。
• 2000 entrepreneurship in China: The mindset shift from "technology determines everything" to "market-oriented", realizing that business success requires finding the most suitable technological solutions based on user needs.
• 阿里巴巴Lazada项目：从技术领导者转型为业务管理者，在数字化经济中发挥技术背景优势，同时学习处理业务不确定性和跨部门协作。
• Alibaba Lazada project: Transitioning from technology leader to business executive, leveraging technical background advantages in the digital economy while learning to handle business uncertainties and cross-departmental collaboration.
02 跨境电商平台战略 | Cross-border E-commerce Platform Strategy
李纯用关键词概括了任职过的公司文化：
Li Chun summarized the corporate cultures of companies he worked for with keywords:
• eBay: "People are basically good" - 对商家、用户和员工都非常友好
• Alibaba B2B: "使命必达" - 团队协作和坚持的文化
• Lazada: "多元化" - 多文化融合的运营模式
• PayPal: "创新和冒险"精神
在敦煌网的领导实践中，李纯强调"只听PPT汇报是最糟糕的"，领导者需要深入业务一线，与团队共同解决问题。
In DHGate's leadership practice, Li Chun emphasized that "listening only to PPT reports is the worst", leaders need to go deep into the business front line and solve problems with the team.
03 B2B市场的战略机遇 | Strategic Opportunities in B2B Market
李纯认为当前跨境电商行业存在一个重要趋势："不要只盯着2C卷，用好海外小B，海阔天空"。
Li Chun believes there is an important trend in the current cross-border e-commerce industry: "Don't just focus on the 2C competition, make good use of overseas small Bs, and the world is your oyster."
敦煌网的差异化战略：
DHGate's differentiation strategy:
- 聚焦社交电商、网红电商等特定场景
- Focus on specific scenarios like social commerce and influencer e-commerce
- 提供买手服务、一键代发、FOB金融物流等专业服务
- Provide professional services including sourcing, drop shipping, and FOB financial logistics
- 保持平台中立性，不强制商家二选一
- Maintain platform neutrality, no forced "either-or" choices for merchants
在物流和支付领域的创新：
Innovations in logistics and payment:
• 支付：一站式解决方案，整合收款和付款服务
• Payment: One-stop solution integrating collection and payment services
• 物流：海外仓建设，一件代发服务，数字化物流解决方案
• Logistics: Overseas warehouse construction, drop shipping services, digital logistics solutions
04 AI技术与跨境电商 | AI Technology and Cross-border E-commerce
李纯警告跨境电商企业："带着降维打击的想法做出海生意，很危险！"每个市场都有其独特性，需要本地化策略。
Li Chun warned cross-border e-commerce companies: "It's very dangerous to enter overseas markets with a 'dimensionality reduction strike' mentality!" Each market has its uniqueness and requires localization strategies.
敦煌网的AI解决方案：
DHGate's AI solutions:
- 基于开源大模型开发B2B行业专业模型
- Develop professional B2B industry models based on open-source large models
- AI生成视频内容提升网红运营效率
- AI-generated video content improves influencer operation efficiency
- 数字人直播和bot导购增强用户体验
- Digital human livestreaming and bot shopping guides enhance user experience
05 长期主义的发展建议 | Long-term Development Advice
李纯给跨境电商创业者的建议："把最好的东西拿出来，哪怕牺牲短期利润"。
Li Chun's advice to cross-border e-commerce entrepreneurs: "Bring out the best, even if it means sacrificing short-term profits."
关键建议：
Key advice:
- 充分利用中国制造业和供应链优势
- Fully utilize the advantages of Chinese manufacturing and supply chains
- 抵制短期利益诱惑，专注长期品牌建设
- Resist short-term profit temptations, focus on long-term brand building
- 保持耐心和毅力应对市场变化
- Maintain patience and perseverance to cope with market changes
- 持续关注行业新趋势并调整战略
- Continuously monitor new industry trends and adjust strategies
敦煌网未来的发展目标包括提升用户体验、实现创新业务规模化发展，以及在AI技术应用方面保持行业领导地位。
DHGate's future development goals include improving user experience, achieving scale development of innovative businesses, and maintaining industry leadership in AI technology applications.
