The Homogeneity Competition Of B2C Imported Cross-border E-commerce Of Beauty Products

The global economy connection is constantly evolving in these few years,and the cross-border e-commerce as the latest model method of traditional international trade has been increased at a rate of 30% every year,and continues to accelerate the integration of finance,logistics and e-commerce.Although the B2 B model is still the main driving force for cross-border e-commerce development in China,with the government’s expansion of domestic demand and the improvement of residents’ consumption levels,the B2 C import cross-border e-commerce platform has become increasingly active,and the total import volume has been increasing.With the increase of the income level of domestic consumers,more and more young people are pursuing a rising willingness to pursue beauty,thereby promoting the continuous expansion of the cross-border e-commerce industry of beauty import.The B2 C import cross-border e-commerce platform of beauty products connects foreign famous beauty manufacturers and suppliers with domestic consumers,which reduces the intermediate links and greatly improves the turnover efficiency of imported beauty products.The emergence of a number of B2 C import cross-border e-commerce platform companies has made the B2 C import cross-border e-commerce market increasingly competitive,and has produced more serious homogenization problems,affecting imported beauty cross-border e-commerce companies and the healthy development of the overall competitiveness of the imported beauty cross-border e-commerce industry.Faced with such fierce market competition,how to effectively solve the homogenization competition by B2 C import cross-border e-commerce and how to cultivate its core competitiveness in the platform development process is a question.Based on the summary of the current situation of B2 C imported cross-border e-commerce market,this paper first analyzes the specific characteristics and manifestations of homogenization competition between the beauty importing industry,such as platform selection homogenization,platform market positioning homogenization,platform marketing method homogenization and platform logistics model homogenization.Secondly,based on the safety,the lack of innovation ability of imported beauty platform,the limitation of mobile phone mobile terminal screen,the platform paying too much attention to price,and the low cost of imitation between platforms,five angles to analyze the reason for the cross-border e-commerce homogenization of B2 C import.Finally,the paper studies the strategy of effectively coping with homogenization competition from the perspective of market positioning,supply chain,differentiated competition,and new media marketing.It believes that we can properly solve the problem of cross-border e-commerce homogenization of B2 C imports in the imported beauty market with the deep construction of targeted logistics channels,establishment of unique market positioning,provision of personalized services and implementation of differentiated marketing.