本案例由江南大学商学院的王丽娟教授团队撰写，江南大学商学院案例中心研究员李文涛全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：中建材国际贸易有限公司，是世界500强企业中国建材集团旗下物流贸易板块的重要成员企业，客户遍及146个国家，同时还与超三万家的国内优质生产制造企业开展了战略合作，将各类建材产品出口远销全球五大洲。本案例描述了中建材国贸在传统外贸基础上积极转型升级，创新服务理念，以信息技术打造建材行业云平台。先是基于现代服务业理念和供应链整合，于2011年推出了专注于材料与设备的B2B 产业跨境电商和外贸综合服务平台—易单网（okorder.com），将大量线下客户和渠道转化为互联网电商模式，让外贸交易全部在线上完成，并提供专业化和个性化的增值服务，降低国内生产企业的国际贸易进入门槛，提高国际客户对“中国制造”的认可度；继而为了解决制约跨境电商的物流难题，又创新发展出“跨境电商+海外仓”的模式，已在全球建立24个属地化经营的“共享海外仓”，在建材类的跨境电商中脱颖而出。作为传统的建材企业，在“供给侧改革”的新常态下，在“互联网+”的时代浪潮下，中建材国贸通过“易单网跨境电商+海外仓”的创新商业模式，重整产业价值链，将以资源能源消耗为主的传统建材产业与现代服务业、金融业、高新技术产业等有效融合，为制造型企业向制造服务型企业的转型升级提供了典型案例。

关键词：创新商业模式；易单网；B2B产业跨境电商；海外仓

CNBM International Corporation: Innovative Business Model of "Okorder.com Cross-border E-commerce + Overseas Warehouse"

Abstract: CNBM International Co., Ltd. is an important member of the logistics and trade sector of China National Building Materials Group, a Fortune 500 company, with customers in 146 countries. Building materials products are exported to five continents around the world. This case describes CNBM International's active transformation and upgrading on the basis of traditional foreign trade, innovative service concepts, and building a cloud platform for the building materials industry with information technology. First, based on the concept of modern service industry and supply chain integration, in 2011, okorder.com, a B2B industry cross-border e-commerce and foreign trade comprehensive service platform focusing on materials and equipment, was launched to connect a large number of offline customers and channels. Transforming into an Internet e-commerce model, allowing foreign trade transactions to be completed online, and providing professional and personalized value-added services, reducing the entry threshold for domestic production enterprises to enter international trade, and improving the recognition of "Made in China" by international customers; It solves the logistics problems that restrict cross-border e-commerce, and innovates and develops the model of "cross-border e-commerce + overseas warehouse". It has established 24 "shared overseas warehouses" with localized operations around the world. As a traditional building materials enterprise, under the new normal of "supply-side reform" and the wave of the "Internet +" era, CNBM International Trade has restructured through the innovative business model of "okorder.com cross-border e-commerce + overseas warehouse". The industrial value chain effectively integrates the traditional building materials industry, which is mainly based on resource and energy consumption, with the modern service industry, financial industry, and high-tech industries, providing a typical case for the transformation and upgrading of manufacturing enterprises to manufacturing service enterprises.

Keywords: Innovative Business Model; Okorder.com; B2B industry Cross-border E-commerce; Overseas warehouse