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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
CHEN Chuyue
OUYANG Haitao
TAN Jiaqi
WU Fan
ZHAN Yuqian
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DOI:10.17265/2159-5542/2022.08.008
University of Melbourne, Melbourne, Australia
University of George Mason, Fairfax, United States
University of Toronto, Toronto, Canada
Macau University of Science and Technology, Macau, China
School of Chang’an University, Xi’an, China
Due to the impact of the COVID-19 pandemic, e-commerce and social media pervade people’s daily life, while offline businesses suffer from loss from traffic. In this paper the SWOT analysis method is employed to examine the strengths, weaknesses, opportunities, and threats for RED, which, as one of the top content social e-commerce platforms in China, achieves outstanding performance under the COVID-19 pandemic. This paper tackles RED’s unique marketing and operating strategies, as well as its weaknesses that relate to operation and costs, and threats that relate to competitors and commercialization. Beside these disadvantages, profitable opportunities also arise from internal and external environment. At the end, the paper provides suggestions for capturing profitable opportunities under the pandemic and Chinese new regulations on cross-border e-commerce.
RED (Little Red Book), SWOT analysis, e-commerce, strategic analysis
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