Research On Product Category Strategies On The Cross-border E-commerce Platform In Southeast Asian And African Markets

In recent years,the e-commerce and the cross-border e-commerce as a new trade mode have become a trend of the traditional foreign trade transformation.Under the impact of the trade friction,the consumer downgrading in developed countries and the fierce competition in mainstream e-commerce platforms,more foreign trade enterprises are seeking the emerging market for the e-commerce such as Southeast Asia and Africa.Product selection strategies are an important part for foreign trade enterprises to enter the cross-border e-commerce market.However,the problems of product selection,such as blindly following the trend,homogenization and infringement of intellectual property rights,have hindered the development of cross-border e-commerce operations.In this context,this article collects data from e-commerce platforms in Southeast Asia and Africa,classifies platform commodities based on clustering algorithm,and compares the characteristics and representative categories of each group of commodities,from the perspective of the selection of valuable categories for the new entry into Southeast Asia and Africa cross-border e-commerce market to suggest the selection of businesses.First of all,this paper analyzes the development of cross-border e-commerce and the characteristics of Southeast Asian and African markets,found that Southeast Asian and African markets have great potential,local e-commerce dominant position.Then,by sorting out the factors that affect the selection,the evaluation index system of the selection analysis is constructed from three dimensions: Commodity attribute,customer evaluation and Market Prospect,taking Southeast Asia E-commerce Platform Lazada and Africa e-commerce platform Jumia as examples,based on the clustering analysis algorithm,the platform goods are classified,the valuable goods are locked,and the decision-making of goods selection is guided,and the ideas of goods selection are provided for the development of cross-border e-commerce sellers.It is found that the most popular products in Southeast Asia and Africa are mother and baby products,fashion,beauty,home and office,which all face the problems of serious homogeneity,fierce price war and different quality.The market demand and development prospects of electronic products represented by phone,tablets,computers,game machines and electronic accessories,and household appliances represented by small appliances,groceries,luggage,storage,musical instruments and garden are suitable for foreign trade enterprises cross-border e-commerce products object.Sellers need to select the right category according to their own conditions,seize the overseas market,gradually establish brand image,and promote the development of cross-border e-commerce sales and operations.