Case Study Of Chinese Cross-border E-commerce Enterprises Expanding Into ASEAN Market

As a new foreign trade format with fast development speed and strong role in driving economic growth,cross-border e-commerce has become a new driving force for China’s foreign trade development,a new channel for China’s industrial transformation and upgrading,and a new starting point for high-quality economic development.Affected by the global spread of the new crown epidemic in the past two years,the penetration rate of e-commerce around the world has gradually increased,and cross-border e-commerce has ushered in a new stage of development.The Association of Southeast Asian Nations(ASEAN)market is an emerging market with great development potential,and with the official entry into force of RCEP on January 1,2022,favorable policies have brought new opportunities for Chinese cross-border e-commerce enterprises to expand the ASEAN market.With the increasingly perfect supply chain system and infrastructure construction between China and ASEAN,Chinese cross-border e-commerce enterprises have broad prospects for development in the ASEAN market.At present,scholars have carried out in-depth research on China’s cross-border e-commerce development and China-ASEAN economic and trade cooperation,but there is little research on the expansion of Chinese cross-border e-commerce enterprises into this segment of the ASEAN market,and in addition to a few macro-level analysis,there is also a lack of systematic and operable research.This article presents a case study of Chinese cross-border e-commerce enterprises expanding into the ASEAN market to provide reference for Chinese cross-border e-commerce enterprises.This paper sorts out the 4Cs theory,4Is theory and grounding theory through literature research method,and then sorts out the relevant research literature to grasp the research progress related to the expansion of the ASEAN market by Chinese cross-border e-commerce enterprises,which lays a foundation for the next research.Then,the development status and market environment of Chinese cross-border e-commerce enterprises expanding into the ASEAN market are analyzed.Then,based on the grounded theoretical research method,the case analysis is carried out,and the process of case design is systematically expounded,and Shopee,Tik Tok shop,and Perfect Diary independent station that meet the research requirements of this paper are selected as case study objects,and the relevant materials of these three cases are accumulated for a long time.Nvivo11 Plus software was used to complete the three-level coding,that is,through the open coding,spindle coding and selective coding process,49 conceptual nodes and 5 main categories of expanding the ASEAN market case through Shopee were obtained,and "operation marketing" was obtained as the core category of the cross-border e-commerce platform model;55 concept nodes and 5 main categories of expanding the ASEAN market through Tik Tok shop: market,initial resources,support system,operation marketing,and power source,it is concluded that "operation marketing" is the core category of the social e-commerce platform model.36 conceptual nodes and 5 main categories of expanding ASEAN market cases through the independent station model: market,initial resources,support system,operation marketing,and power source,it is concluded that "support system" and "operation marketing" are the core categories of the independent station model.Then,the relationship between the independent categories of the three cases is further analyzed,and the models of three Chinese cross-border e-commerce enterprises expanding the ASEAN market model are obtained,and through the theoretical saturation test,the three models constructed in this paper are considered to have good theoretical saturation.Next,the similarities and differences between the main and core categories of the three models are compared through cross-case analysis,and the commonalities and individuality problems existing in the process of expanding the ASEAN market by Chinese cross-border e-commerce enterprises are proposed.Finally,based on the full-text research,suggestions are put forward for Chinese cross-border e-commerce enterprises to expand the ASEAN market: compliance operation,building a risk prevention system,forming a professional team,shaping differentiation,improving service level,and model combination operation,providing reference for Chinese cross-border e-commerce enterprises to expand the ASEAN market.