Miya：
Developing from a Taobao Seller to
a Cross-border E-commerce Platform
本案例由华东师范大学樊晓敏撰写初稿，滕茜修改。由于企业保密的要求，在本案例中对有关名称、数据等做了必要的掩饰性处理。本案例只供课堂讨论之用，并无意暗示或说明某种管理行为是否有效。出于引入情景需求，访谈节目为虚构。
摘要：本文主要聚焦电子商务领域中的跨境电商进口端一个细分垂直领域——母婴产品。一个普通的中国妈妈，最初就是想给自己和宝宝买一些好东西，买着买着就变成了一个淘宝皇冠卖家，再做着做着就变成一个平台，蜜芽宝贝在2014年3月正式上线，以“进口母婴品牌”为定位，以“限时特卖”为模式。笔者从货源、物流、仓储、用户等维度进行分析，看蜜芽宝贝如何一步一步发展为“垂直型自营跨境B2C平台”。并围绕该领域对几家主流电商进行简要比较。面对越来越多涌入这一领域的竞争对手，作为CEO的刘总不仅要了解跨境电商如何高效运作，更应该高瞻远瞩地思索，接下来的道路如何走，对比类似网站自己的核心优势在哪里，还有什么有待开发?
关键词：泛母婴;垂直B2C;跨境电商;平台模式
Abstract：This paper focuses on a vertical segm em t in the inlet end of the crossborder e-comm erce—m om＆baby p roducts.An ordinary Chinese m other originally wanted to give herself and her baby to buy som e good p roducts，after som e tim e she becam e a Taobao seller.W ith its development she decided to build a cross-border e-comm erce p latform，so Miyabaobei becam e on-line in March，2014，which was positioned around im ported m om＆baby brands and took lim ited sale as the mode.The author analyzs from sourcing，logistics，warehousing，and other dimensions to see how Miyabaobeideve loping to“vertical cross-border B2C p latform”.And around this area，the author com pares w ith severalmajor e-commerce supp liers.Faced w ith more and more com petitors in this field，as the CEO o f M iyabaobei，M rs.Liu not only need to know how to operate e fficiently about cross-border e-commerce，but also should have the w ide vision，to think how to take the next step，what's the core strength cam paring w ith com petitors，and what is yet to be developed?
Keywords：Motherhood;Vertical B2C;Cross-border business;Platform model
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