Research On B2C E-commerce Cross-Border Development In China

The quick growth of global internet technology strongly supports e-commerce's cross-border development in the field of Business to Consumers(hereinafter referred to as"B2C").However,there still exists a big gap for China to catch up those countries who lead the trend in cross-border's development.Meanwhile,it is not so well known for China in the area,and most of overseas consumers know little about this,let alone recognize them.Therefore,this paper aims to study foreign advanced B2C e-business's advantages in all aspects that attract consumers to shop,combined with current situation and environment of China to provide some tactics recommendations to Chinese B2C cross-border development.Firstly,this article analyzes the domestic B2C cross-border development situation,and uses the Porter's Diamond Model to analyze its competitiveness in the global market.Then,the foreign B2C's leading advantages in cross-border operations are analyzed and domestic and foreign market is compared to find out the weakness of Chinese B2C cross-border operations:firstly,Chinese B2C mainly establish the website by itself;secondly,Chinese B2C is lack of high-quality and own-brand goods,which is solved mainly through the "cottage" to access to foreign markets;thirdly,the amount of overseas warehouse cannot meet the demand,the system of logistics and distribution is not mature,as well as the links of the system are not close enough;fourthly,the way of marketing promotion is less,and the website is lack of site links;fifthly,post-service is not well-made,since some obstacles happen to communication,and the speed of logistics is slow;last but not the least,Chinese B2C does not pay enough attention to the local operation measures.Finally,this article come up with solutions for Chinese B2C development according to combining with international experience and the "The Belt and Road" strategy:first of all,B2C in China could establish cross-border website through the way of combining self-built and acquisition;secondly,Chinese B2C should sell high-quality as well as high value-added goods;thirdly,Chinese B2C could set up overseas warehouse to improve storage,logistics and distribution system;fourthly,Chinese B2C could promote marketing effect by supplying social benefit;fifthly,B2C of China could improve the quality of online and offline post-service roundly;last but not least,Chinese B2C could obtain faster growth by localization in the overseas area.