http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
This case is about "Red", a cross-border e-commerce platform developed from a community which was built to share overseas shopping experience. Confronted with the "price war" started by e-commerce giants, in what ways can "Red" adjust its shopping experience to enhance the brand value? When Mao Wenchao and Qu Fang met for the first time, Mao was standing in the middle of a pile of discount bags with Wuhan dialect, calling on the overseas phone to ask for which style to buy. Studying the MBA course in Stanford University, and, like many people, he assumed a lot of purchasing tasks asked by family and friends. When hearing the accent in the United States as the same Wuhan, Qu Fang could not help walking up and patting the shoulders of this strange fellow. In retrospect, Mao Wenchao felt that perhaps it was this experience of overseas shopping and acquaintance that led him and Qu Fang set up Red together in 2013. "Red", the emerging community-based and cross-border e-commerce developed rapidly. It completed three rounds of financing within 16 months and won the "new growth" award for cross-border e-commerce in 2015. Red is a cross-border shopping app that currently has two sections: the first, the home page as a sharing community for overseas shopping experience with UGC (User Generated Content) mode, and the second, a shopping page, "Welfare Club" for cross-border e-commerce business. Like most social networks, Red's community has a bit of features such as likes, comments, favorites, and tags. For those who are going abroad, they can make use of this platform to create their own shopping list, while those who do not plan to go abroad temporarily can gain experience through browsing the community content or go to "Welfare Club" to reach a cross-board shopping.In July 2015, just two years after the founding, Red has already reached the No. 4 position in the Apple Store in the 2015 Anniversary Celebration. As of May 2015, with zero advertising expenditures, Red's "Welfare Club" had a sales volume of over RMB200 million in the first half of the year, with an average of 2.6 bills per month. And with the marketing activities on June 6, 2015 anniversary, the monthly sales reached RMB100 million. From an exchange community for overseas shopping experience to a cross-border e-commerce platform, the rapid development of Red reflects the unique competitive advantage of community e-commerce model.