Study On Retail Import Mode Selection Of The BB Cross-Border E-commerce Company

In recent years, cross-border e-commerce transactions in China have grown rapidly, and the growth rate of cross-border e-commerce transactions has been far higher than foreign trade over the same period. Chinese consumers’preference for foreign goods has brought a consumer group of over 200 million. China will surely become the world’s largest cross-border retail e-commerce consumer market. In this context, the cross-border e-commerce industry has showed a good development momentum, but also encountered many problems. One of the core problem lies in the import. Problems of import are mainly reflected by the high cost, low efficiency and clearance instability. With the introduction of relevant national policies, cross-border retail e-commerce has developed 2 modes of import:"direct-purchasing imports" and "bonded imports". Selection among the 2 modes is inescapable for every import e-commerce.In this paper, based on cross-border e-commerce theories, a case study is made of the BB Import E-commerce Company, and the focus of the study is placed on the import mode selection of the BB. A comprehensive analysis is made to figure out the similarities and differences between the 2 imports modes, and explore 3 factors affecting the import mode selection.3 factors include the policy, cost and service. In view of the 3 influencing factors, a set of import mode selection schemes, which match national policies and have applicability in practice, are developed. Research shows that companies should follow 4 principles:the principle of legal compliance, the principle of product sales relevance, the principle of the lowest logistics costs, and the principle of best services, in their import mode selection. Moreover, in line with the 4 principles, specific ideas and steps for import mode selection are developed.According to the principles and specific steps of the import mode selection, import modes of all goods of the BB Company are sorted out, adjusted and re-determined. Moreover, the expected effect and impact of import mode adjustment for the BB Company are analyzed in terms of the service quality, cost and competitive advantages. According to adjustment results, the service quality of the BB Company will be improved; its logistics costs will be reduced significantly, which will greatly enhance the competitive advantage of the BB Company, thus providing a useful reference to the BB Company to choose import modes.