A Study On The Applying Mode Of Imported Cross-border Retail E-Commerce Platform In China

With the development of e-commerce and cross-border consumption,the imported cross-border retail e-commerce platform rises rapidly and the imported e-commerce has become a new way of international trade.Compared with matured cross-border export,cross-border import is still in the period of development.In China,people prefer quality and brand to price now,which brings a huge demand for high quality market.But the domestic product can not meet diversified demand of quality and brand.So,cross-border consumption is becoming a trend.While the large domestic e-commerce company starts cross-border business,there are a lot of imported cross-border retail e-commerce platforms in China.However,the imported cross-border retail e-commerce platform is still facing many issues including cross-border logistics,after-sales service,commodity quality in China.Therefore,it is very significant to study the imported cross-border retail e-commerce platform in China.The imported cross-border retail e-commerce platform in China is the core issue of the article.The situation in the application of every applying mode is found and relative measures are given in the article.Firstly,the definition of the imported cross-border retail e-commerce platform and applying mode is given in the article,and Transaction Cost Theory,Technological Innovation Theory and Agglomeration Effect Theory are applied to explain the development of cross-border e-commerce.Secondly,the chart is used to explain the developing process of the imported cross-border retail e-commerce platform and the situation in reality.The representative cases including Tmall Global,Kaola,Haimi and Vip International are studied to analyze the actual situation in 4 aspects including the business mode,value chain,profit mode and problem.Meanwhile,the difference of between 4 kinds of platforms is found,and the summary is given.Finally,according to general problem and peculiar problem of imported cross-border retail e-commerce platform in China,the general suggestion and every kind of suggestion are given in the article.