Study On Strategic Choice Of Small And Medium-sized Cross-border E-Commerce Company A

Taobao's early success can not be separated from those diligent Haitao entrepreneurs.They buy products from abroad and sell them to domestic consumers through their Taobao stores.The phenomenon of Haitao comes from two driving factors.First,tariffs on imported goods,especially luxury goods,tend to be as high as 100%,so to avoid taxes,small vendors will go to Hong Kong to buy goods or fill their boxes with foreign products when traveling overseas.Second,Taobao allows the sale of products that consumers cannot buy at home.Retailers sometimes find that most of their online and offline products in the U.S.market have been transferred to China and become online sales products for Chinese e-commerce.These aquatic goods and parallel imports are a headache for brand traders.If they see these goods,they will be regarded as fake or illegal imports.The first reaction is often to eliminate them.Chinese consumers do not think so.They are eager to buy imported products from their origin.They think that these are authentic products,which are much better than the products they buy in China.? This mentality is particularly evident in food products such as infant formula and health and safety products,as Chinese consumers have been forced to seek safe food sources from overseas due to several food safety scandals in China.Bain & Company predicts that China's cross-border retail sales will grow at an annual rate of 30% in the future,reaching 1 trillion yuan by 2020.From the domestic environment,in the policy environment,with the implementation of the "one belt and one way" policy,the government also attaches importance to the import and export trade,and continues to give strong support in policy.In the operation of the platform,major online shopping platforms and imported physical stores have joined the battlefield of cross-border imports.A large number of local platforms,such as Tianmao International and Jingdong Global Purchase,have developed rapidly and occupied most of the market share,becoming the main market force.From the technical environment,the popularization of 4G business and the sustainable development of 5G business make it more and more convenient for users to browse and place orders directly on the mobile client,and the proportion of mobile client orders continues to grow.In the promotion of new media,the popularity of various social software,such as Wechat,strangers and so on,has provided a new marketing model for creating the "Net Red" brand.Under these circumstances,domestic cross-border export enterprises have entered a high-speed development stage since 2013.With the rapid development of the industry,more and more participants,the majority of small and medium-sized enterprises into a cruel elimination competition.Nanchang local cross-border e-commerce company A started in 2013.Through part-time purchasing,the principal person in charge publishes sales and pre-sale advertisements in the form of qq,wechat shopping group and circle of friends,relying on overseas website purchasing,overseas students purchasing,professional overseas "human flesh" purchasing and other ways to provide the source of goods.After two years of accumulation and development,he earned the first barrel of cross-border import industry.Gold.Subsequently,the principal responsible person decided to expand the scale,contacted three partners,jointly invested 6 million yuan in January 2015 to formally establish the company,opened an imported commodity entity sales store in prosperous areas of Nanchang,and had an independent warehouse.In the second half of2015,bonded warehouses were leased to further expand the company's coverage.With the development and growth of enterprises,the company has gradually entered the forefront of cross-border import enterprises in Nanchang.But under the influence of the New Deal of April 8th in 2016,the company's business was affected,and the overall turnover was not optimistic.At the same time,during the group buying festival of Japanese raw chocolate,the goods were overstocked and the storage conditions were not ideal,which led to the decline of food quality,unable to sell,and the result of loss was unavoidable.In 2017,the company continued to lose money,product inventory rate was high and sales declined.In order to reverse the situation,the company decided to liquidate its products and reduce expenditure through a variety of effective means.However,in maintaining customer flow,business managers still retain the "micro-business" thinking,relying only on the customer base laid by pre-operation,neglecting the operation and management of customer relationship,and stagnating the development of new customers.With the fierce competition in the industry,the company is facing tremendous challenges.At the same time,the company is facing a loss dilemma because of its poor operation.How to develop next? What strategies should we adopt? They are all problems that need to be solved urgently.This paper mainly uses the theory of strategic management to analyze and elaborate the current domestic overall industry environment and industry profile,to understand the current situation of A company,to use SWOT analysis method,combined with existing problems,and to put forward the next development strategy.Firstly,this paper elaborates the current development status of domestic and foreign industries,and analyses the common advantages,threats and difficulties of domestic small and medium-sized cross-border e-commerce enterprises.Subsequently,through the case of A company,we first understand the company's basic operation situation and difficulties,then summarize the problems and advantages,opportunities and challenges faced by A company.On the basis of integrating internal and external factors,we use SWOT model to analyze and compare the four strategies,and then put forward suggestions to adjust the company's mission and strategy,and give the development goals of the enterprise.The basic assumption is given,and the rationalization suggestions for the implementation of the development strategy are given.