Study On The Cross Border E-commerce Channel Strategy For WB Company

As the world enters a century with profound changes,the overall environment for international trade has encountered significant changes in particular with the development of internet technology.The number of internet users has seen exponential growth over the past few years thanks to the well-developed internet network across the world.Online shopping has become increasingly prevail among consumers that make e-commerce an inevitable trend worldwide.The Covid-19 epidemic outbreak in 2020 made the world economy suffer from this highly contagious disease,the GDP in most countries has seen a big decline in 2020.The Covid-19 epidemic also had a profound impact in changing consumer behavior due to stringent measures imposed by the government such as “quarantine” and “lock-down”.Consumers become more encouraged to buy goods from online sites instead of shopping outside during the period of the epidemic.As a result,e-commerce gained extra momentum and saw great growth.With these profound changes,Chinese companies must reconsider the role of e-commerce in their international trade channels.This thesis is taking WB company’s Spanish market as an example to conduct a study on cross-border e-commerce channel strategy.The thesis adopts various research methods to study the case including literature review,questionnaires,and interviews.Based on the case analysis,WB company faces several problems in its international sales channels,the big problem is the limited room for business growth at traditional channels.WB company has a strong push from top management to develop Cross-border E-commerce channel but has no clear strategy on that channel.The paper is to help WB company to form its Cross-border E-commerce channel strategy with analysis from multi-dimensional aspects including the external environment and internal capabilities,the unique characteristics of Cross-border E-commerce channels,the feasibility of implementing Cross-border E-commerce channel.etc.The significance of this case study is that the suggested strategies from the paper can provide a practical reference to other traditional manufacturers who struggling with the same situation and looking for a transformation.