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.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.