Research On Seller-Side Product Categories Strategies In The Cross-Border E-Commerce Platform

With the rapid development of the Internet,mobile Internet and economic globalization,Alibaba’s global AliExpress,Dunhuang Network,Lanting Gathering and other outstanding cross-border e-commerce platforms have been established and developed,providing a global service for Chinese export enterprises.The window has also attracted a large number of small and medium-sized sellers to enter the cross-border e-commerce industry.Cross-border ecommerce has gradually become an important part of China’s foreign trade.The selection is an important link before the business of exporting cross-border ecommerce platform operators,and it is also a topic that the cross-border e-commerce industry attaches great importance to.A good selection strategy helps merchants rationally select products and reduce subsequent operational pressures.Most of the academic research on the selection strategy stays at the theoretical level and lacks practical guidance value.The selection strategy circulated in the cross-border e-commerce industry is mainly based on personal experience,and the effectiveness is difficult to verify.Based on the above background,this article takes AliExpress as an example to study the topic of how to select products for cross-border e-commerce platform merchants.The research content of this paper is mainly divided into two parts.First,understand the optional categories.Based on the research data of the AliExpress platform,the K-means cluster analysis method and the variance analysis method are used to analyze the characteristics of various commodity products of the cross-border e-commerce platform,including the sales situation and the selection environment.Secondly,select a more representative category,combine the selection strategy for case analysis,and give suggestions on how to choose products.The conclusions of this paper mainly include two aspects.On the one hand,K-means cluster analysis can clearly distinguish various types of goods according to sales,and market competition and market size are important indicators.Merchants can refer to this method to understand various characteristics.On the other hand,the platform-oriented selection strategy can provide merchants with an alternative category of sales performance,but the business still needs to conduct in-depth research on market competition and business environment;merchants can select activities according to the activity flow selection strategy.Commodity similar products are used as an alternative,but there is no need to sell the same product with the same brand,and the brand has less influence on sales performance.