Research On The Development Strategy Of Cross-border E-commerce Business Of Guangzhou Xin Li Trading Co.,Ltd.

In recent years,with the improvement of the global economic level,the increase in per capita purchasing power,the popularity of the Internet,the improvement of supporting facilities such as third-party payment software and logistics,globalization of trade and economic integration have continued to deepen,and export cross-border e-commerce has gradually become a new trading model.It is more efficient and convenient than traditional trade,breaks down barriers between countries,and makes international trade move toward borderless trade.It has become an important way for Chinese enterprises,especially small and medium-sized enterprises,to expand overseas markets and enhance international business.In the future,cross-border e-commerce is expected to replace the traditional trading market and become the main form of global trade.Guangzhou Xin li Trading Co.,Ltd.is a small-scale business enterprise established in 2016,mainly engaged in the cross-border export of e-commerce business of women's sportswear.In recent years,although the cross-border export e-commerce market is huge,new competitors continue to flow in,and the market competition is very fierce.In addition,the company itself has certain defects,which hinders the company's development.In view of the above reasons,it is particularly important to analyze how the company formulates a cross-border e-commerce business development strategy suitable for the company's development based on the internal environment,external environment,and corporate advantages and disadvantages.This article summarizes the relevant literature review and theoretical basis,and studies the main problems of the company's current cross-border e-commerce business,such as the company's slow sales growth,continuous decline in profits,serious product homogeneity,high operating costs,and the construction of a talent team can't keep up with the needs of enterprise development,etc.,and conduct in-depth analysis of existing problems.Then analyze the external environment and internal environment faced by Guangzhou Xin li Trading Co.,Ltd.,and use the PEST analysis method to analyze the company's macro-environment such as politics,law,economy,social culture,and technology;The business environment;the company's internal environment is analyzed from five aspects: the company's human resources,logistics resources,capital resources,organizational structure,procurement supply chain management capabilities,and channel marketing capabilities;then the SWOT analysis method is used to objectively analyze the company's Advantages and disadvantages as well as opportunities and challenges.Guangzhou Xin li Trading Co.,Ltd.has the advantage of having many high-quality cross-border e-commerce stores,as well as the geographical advantage of high-quality supply and logistics resources.But there are also disadvantages such as lack of core competitive products,lack of brands,lack of professional cross-border e-commerce teams,and over-reliance on third-party cross-border e-commerce platforms.The company also faces certain opportunities and challenges.The rapid growth of e-commerce in the target market,the popularity of online shopping,the rapid development of mobile e-commerce,the improvement of payment channels,and the continuous introduction of domestic favorable policies provide further development of the company's cross-border e-commerce business.Good opportunities,but the fierce competition in the same industry and the lack of brands have restricted the company's development.After a comprehensive analysis,the opportunities faced by the company are greater than the threats,and the company's internal disadvantages are slightly greater than the internal advantages.According to the actual situation of the company's development,this article will adopt a mixed development strategy mainly based on the reverse strategy and supplemented by the growth strategy to achieve the development goals.In the WO strategy,Guangzhou Xin li Trading Co.,Ltd.will solve the problems of product homogeneity and price war by strengthening product selection and developing core competitive products;make up for the lack of brand by registering the brand;by building a professional cross-border E-commerce team to solve the problem of lack of talent;solve the problem of high operating costs by closing some third-party cross-border e-commerce platform stores and building their own foreign trade stations.On the other hand,in the SO strategy,it will maximize its own advantages,retain high-quality stores,and provide a strong financial guarantee for the company's subsequent development.Finally,the guarantee measures for the strategic implementation of human resources,capital,logistics,marketing,and plans are put forward.