The Homogeneity Competition Of B2C Imported Cross-border E-commerce Of Maternal And Infant Products

The rapid development of e-commerce in the world and the growing maturity of the internet information technology promote the development of cross-border e-commerce in various countries.After the 2008 financial crisis,China's export trade appeared to decline,while the B2 C cross-border e-commerce has grew rapidly,for its characteristics of small-lot and multibatch and more flexible.At the same time,the Melamine Incident has let Chinese consumers lose confidence in the domestic infant products,so that maternal and infant imported products have been in needed intensely.More and more “80,90 after” are having marriages and having babies,and they have higher living standards and stronger awareness to buy high-quality imported maternal and infant products,which has pushed the development of B2 C imported cross-border e-commerce of maternal and infant products.However,the industry appears serious homogeneity competition,affecting the overall competitiveness of the industry and the healthy development of enterprises.This paper summarizes the development of B2 C imported cross-border e-commerce of maternal and infant products,analyzes the characteristics and the phenomenon of the homogeneity competition,including the homogeneity of products,market positioning homogeneity,homogeneity of marketing mode,and so on.The paper also analyzes the causes of the homogeneity competition,that the capital profit urges the enterprise to have rough expansion in the internet area,the particularity of maternal and infant industry,enterprises chase for the market leader position and market share,consumers are keen in all kinds of promotions and other factors lead to increasing homogeneity competition.In addition,it shows that the homogeneity competition leads to fierce competition,weakens the overall competitiveness of the industry through the “Michael Porter's five forces model analysis”.And it also analyzes the coping strategies of homogeneity competition by using the competitive advantage theory,the theory of positioning,and the brand marketing theory.Only through establishing its own competitive advantage,having clear corporate market positioning,and establishing strong brands,enterprises can ultimately stand out in the homogeneity competition.Through the case analysis of the Baba Baobei E-commerce Ltd,we can insight into B2 C imported cross-border e-commerce platform of maternal and infant products that how to avoid homogeneity competition in a particular business practices,and to promote their healthy development.