Research On Export Transformation Strategy Of China’s Clothing-OEM Enterprises Based On Cross-border E-commerce Platform

In the past 40 years of reform and opening up,Chinese garment enterprises have opened up overseas markets relying on OEM and traditional trade mode.However,in recent years,with the rising wages of domestic workers,the rising prices of raw materials and exchange rate fluctuations and other unstable factors gradually emerging,the previous extensive OEM mode has lost the advantage of dividend period,and the urgency of the export transformation of China’s garment OEM enterprises is increasingly prominent.This paper is divided into six chapters.The first chapter is to elaborate the research background and significance of this paper,clarify the research methods and technical routes of this paper,that is,through case analysis,SWOT analysis and other methods to study the countermeasures and suggestions of garment OEM Enterprises Based on the export transformation of cross-border e-commerce platform,and extract the full text structure.The second chapter is literature review related to the review and summary of cross-border e-commerce platform,clothing OEM enterprises and their core concepts of export transformation,related theories and research results,and through the "value chain" and "smile curve" and other classic literature combing,to demonstrate the necessity of export transformation of clothing OEM enterprises and the positive impact of cross-border e-commerce platform development on foreign trade exports.The third chapter is the research on the status quo of the export transformation of Chinese garment OEM Enterprises Based on cross-border e-commerce platform.Through the analysis of the status quo and obstacles of the export transformation,it demonstrates the inevitability of the export transformation of garment OEM Enterprises Based on cross-border e-commerce platform.At the same time,through the development status and successful practice of the cross-border e-commerce platform,it demonstrates the feasibility of the export transformation of garment OEM Enterprises Based on cross-border e-commerce platform.Conduct demonstration on line.In the fourth chapter,through SWOT analysis and typical case analysis,the influencing factorsof garment OEM enterprises’ export transformation based on cross-border e-commerce platform are studied and analyzed,so as to explore the control strategies of influencing factors.The fifth chapter is the research on the implementation strategy of Chinese garment OEM Enterprises Based on the export transformation of cross-border e-commerce platform.The main content includes the analysis of the overall goal of the transformation,the choice of the implementation path,the choice of cross-border e-commerce platform and the strategies in different stages of the transformation.The sixth chapter is a summary of the research results.On this basis,this paper proposes three countermeasures for garment OEM enterprises to implement export transformation based on cross-border e-commerce platform.Firstly,formulate the overall goal of transformation and select the specific path of "OEM – ODM-OBM".Not all enterprises need to go through the transition stage of ODM.Enterprises should choose the specific way of creating their own brands,whether to transition through ODM mode,and whether to retain the original OEM business after the transformation of OBM.Second,choose a suitable cross-border e-commerce platform and strengthen the team building of cross-border e-commerce operation.When choosing cross-border e-commerce platforms,enterprises should pay special attention to the platform’s policies for product brands and the platform’s operation rules.Third,the transformation implementation process is divided into three stages,and the focus and transformation tasks of different stages are clarified.The transformation process of enterprises has its own characteristics,that is,different enterprises have different resources,ability level,development stage,market competition environment,etc.,and their transformation goals and implementation strategies are quite different.Garment OEM enterprises should take advantage of their advantages,overcome their disadvantages,take advantage of opportunities and reduce threats,and formulate transformation strategies that are in line with their current situation and development goals.