Chiến lược phát triển sáng tạo các nền tảng thương mại điện tử xuyên biên giới
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
THE INNOVATIVE DEVELOPMENT STRATEGY OF CROSS-BORDER E-
COMMERCE PLATFORMS
CHIẾN LƯỢC PHÁT TRIỂN SÁNG TẠO CÁC NỀN TẢNG THƯƠNG MẠI
ĐIỆN TỬ XUYÊN BIÊN GIỚI
Song Xiaoshu, Duan Pingfang
Business School, Zhengzhou University
Email: [email protected]
Abstract
In recent years, cross-border e-commerce has developed rapidly in China. A large number of cross-
border e-business platform enterprises has risen rapidly and promoted the steady growth of the scale of cross-
border e-business transactions. The economic effects of cross-border e-business are analyzed from the
perspective of platform economics as follows: 1.Resource agglomeration effect. Cross-border e-commerce
platforms realize direct trade between producers and consumers, reduce transaction cost significantly,
rendering market resource agglomeration; 2. Network effect. The value of a product or service in the platforms
increases with the increase in the number of consumers. The more consumers who access the platform, the more
consumer utility will be for later consumers; 3.Innovation effect. Cross-border e-business platform enterprises
compensate for the start-up costs of innovation through the promotion of new business models, the sale of new
products and services. Innovative products and services are provided to consumers through platform
transactions to obtain incremental gains, which stimulate more innovative activities of enterprises; 4.Brand
value effect. Companies with brands rely on cross-border e-business platforms for brand design, marketing, and
maintenance, leading to the rapid growth of brand value, further enabling the formation of brand value creation
effects. Aiming at the current situation and main problems of cross-border e-commerce, such as policy system,
market environment, development model, and brand internationalization, suggestions are put forward for
innovative development of cross-border e-business: the integration and development of offline platforms and
online single-window platforms, optimization of the function of the cross-border e-business comprehensive
service platforms, support of the innovative development mode of cross-border e-business platforms, and the
utilization of cross-border e-commerce platforms for brand value creation.
Keywords: Cross-border e-commerce platforms; Resource agglomeration effect; Network effect;
Innovation effect; Brand value
Tóm tắt
Trong những năm gần đây, thương mại điện tử xuyên biên giới đã phát triển rất nhanh chóng tại Trung
Quốc. Số lượng các doanh nghiệp cung cấp nền tảng thương mại điện tử xuyên biên giới tăng lên nhanh chóng
và góp phần vào việc tăng trưởng ổn định về quy mô của các giao dịch kinh doanh điện tử xuyên biên giới.
Những tác động kinh tế của kinh doanh điện tử xuyên biên giới được phân tích từ góc độ kinh tế nền tảng như
sau: 1. Tác động tích tụ nguồn lực. Các nền tảng thương mại điện tử xuyên biên giới hiện thực hóa giao dịch
trực tiếp giữa nhà sản xuất và người tiêu dùng, giảm đáng kể chi phí giao dịch, giúp tích tụ nguồn lực thị
trường; 2. Tác động kết nối. Giá trị của sản phẩm hoặc dịch vụ trong nền tảng tăng lên khi số lượng người tiêu
dùng tăng. Càng nhiều người tiêu dùng truy cập vào nền tảng, những người tiêu dùng sau đó càng được hưởng
nhiều tiện tích; 3. Tác động đổi mới. Các doanh nghiệp cung cấp nền tảng thương mại điện tử xuyên biên giới
bù đắp chi phí khởi tạo đổi mới thông qua việc thúc đẩy các mô hình kinh doanh mới, bán các sản phẩm và dịch
vụ mới. Các sản phẩm và dịch vụ sáng tạo được cung cấp cho người tiêu dùng thông qua các giao dịch trên nền
tảng để đạt được các lợi ích gia tăng, từ đó khuyến khích các doanh nghiệp tăng cường sáng tạo; 4. Tác động
giá trị thương hiệu. Các công ty có thương hiệu dựa vào nền tảng thương mại điện tử xuyên biên giới để thiết
kế, marketing và duy trì thương hiệu, giúp tăng giá trị thương hiệu nhanh chóng, từ đó hình thành tác động tạo
giá trị thương hiệu. Bài viết tập trung vào việc phân tích thực trạng và những vấn đề chính của thương mại điện
tử xuyên biên giới: sự tích hợp và phát triển của các nền tảng ngoại tuyến và nền tảng một cửa trực tuyến, tối
ưu hóa chức năng của nền tảng dịch vụ toàn diện thương mại điện tử xuyên biên giới, hỗ trợ mô hình phát triển
sáng tạo của nền tảng thương mại điện tử xuyên biên giới và sử dụng nền tảng thương mại điện tử xuyên biên
giới để tạo ra giá trị thương hiệu.
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Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
Từ khóa: nền tảng thương mại điện tử xuyên biên giới; Tác động tích tụ nguồn lực; Tác động kết nối;
Tác động đổi mới; Giá trị thương hiệu.
1. Introduction
Cross-border e-commerce is a new model of international trade which features transactions via
cross-border e-commerce platforms among trading parties from different customs frontiers, third-party
payment as settlement for trade, delivery of goods via cross-border logistics, and tracking, collection,
storage and application of big data formed in the transaction process.
Current studies of cross-border e-commerce mostly focus on the status quo and trends of its
development, advantages, and obstacles to development, logistics and payment systems. Studies from
the perspective of platform economics are scarce. This paper elaborates the economic effects of cross-
border e-commerce platform based on the theory of platform economics, analyzes the paths of
innovative development of cross-border e-business platforms, so as to enrich the theoretical research of
cross-border e-commerce development.
Cross-border e-commerce originated in market demand, and its development has benefited
from supporting policies and measures. It has become a new industry in the field of international trade,
providing a new driving force for the growth of Chinese foreign trade. It is of positive significance to
promoting the liberalization and facilitation of international trade and innovation of industry, changing
the mode of foreign trade development, and enhancing the comprehensive competitiveness of foreign
trade. Cross-border e-commerce breaks the boundaries of time and space, expands trading channels,
lowers transaction costs and promotes trade to the fullest extent, all depending on the innovative
development of the cross-border e-commerce platforms. This paper, with innovative development of
cross-border e-commerce platforms as the research object, puts forward suggestions for the innovative
development of the cross-border e-commerce platforms through analyzing the economic effects of
cross-border e-commerce platforms.
2. The theoretical foundation of cross-border e-commerce platforms
2.1. The connotation of the platforms
In economics, platforms are known as "two-sided" or "multi-sided" markets where two or more
types of users are brought together by a platform to facilitate an exchange or a transaction. Users can
be buyers and sellers, advertisers, software developers, social media users, etc. Online platforms thrive
on the dramatic decline in digital information costs that enables many exchanges that were not feasible
in offline markets because of high information costs. This generates economic benefits for all users.
(Martens, 2016) The platform provides a new dimension in online sales service of traditional
companies. Successful platforms leverage network effects to attract users in the multilateral
marketplace, while more consumers attract more suppliers and vice versa. The platform uses its
collected data on the user's behavior to enhance its position. The scope of data collection and analysis
provide an information advantage over individual suppliers and consumers.
Hagiu and Wright (2015) have identified two features of platforms: (a) they enable direct
interactions between two or more distinct sides and (b) each side is affiliated with the platform. Direct
interaction means the two or more distinct sides retain control over the key terms of the interaction, as
opposed to the intermediary taking control of those terms. Where the interaction involves trading, the
key terms of the interaction could be the pricing, bundling, marketing and delivery of the goods or
services, the ability to determine the nature and quality of services offered, the terms and conditions,
etc. Affiliation means users on each side consciously make platform-specific investments that are
necessary in order for them to directly interact with each other. The investment could be a fixed access
fee (e.g., buying a video game console), expenditure of resources (e.g., spending time and money on
learning to develop applications using the iPhone's APIs), or an opportunity cost (e.g., driving to a
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shopping mall, joining a loyalty program). The affiliation by multiple sides is necessary for the
platform to create cross-group network effects.
Multiple sides of the platform trade, resulting in complementary value, and interact through the
platform, thereby creating more value. Users of the platform rely on each other to realize platform
value creation, which is the most important feature of platforms. Therefore, when making rules of
platform development, we should consider the interdependence between buyer and seller, and set up
differentiated rules according to the characteristics and requirements of various platform users. The
degree of dependency between users of the platform connection is different. Platforms tend to attract
users by charging less or even zero charges, while the other side of the platform needs a large user base
for the platform, so the free service on one side will be compensated for by the other side's more
valuable return. A typical example is the instant messaging software like QQ or Wechat. In addition to
providing free instant messaging services, it provides a variety of professional services as well, such as
news, email, financing, payment, gaming, e-commerce, and online car-hailing service. QQ and Wechat
provide the basic instant messaging services to attract a large user base, whose huge demand has
become a driving force for one end of the platform to access to the developer or other contents,
bringing about the high value (Koren Wong-Ervin, 2016).
2.2. Network effect and network externality of multi-sided platforms
If the value of a product or service increases with the number of users, it is considered to have a
network effect. An example of the network effect in the Internet industry is search engines. If a search
engine is viewed as a bilateral market, it is linked to the users of the search engine on one side, and
advertisers on the other side. The more users who use search engines, i.e., the more users on one side
of the platform, the greater the value of the search engine on the other side of the platform for
advertisers. The platform has the potential to get more ad revenue from advertisers.
Network externality is an incomplete internal network effect. The network effect is divided into
direct network effect and indirect network effect. Direct network effect means the value of a product or
service increases with the increase in the number of consumers who purchase or use the product or
service, and the positive correlation effect exists between the two. For instance, the more consumers
who buy smartphones, the more valuable the phones are, because more consumers use them. Indirect
network effect means the number of users of a product will increase because of technology upgrading
or the price decrease of its complementary products attracting more users. For instance, for a certain
type of smartphone, when its matching charger increases quality and reduces the price, the number of
users using the charger increases. The charger has a complementary value for smartphones, thus
resulting in the increase of smartphone users. The internalized results of direct network effect and
indirect network effect are different. The indirect network effect will not cause loss if it is not
internalized. Monopoly or buyer's monopoly will form if the indirect network effect is internalized. For
traditional unilateral industries, it is often assumed that demand depends on the price of a product and
the complementary or substitute products. For a multi-sided platform, the demand for a product on one
side of the platform also depends on the number of products on each side of the platform that
complement each other in demand. The analysis of the multi-sided platform cannot ignore the
interdependence between the platforms.
2.3. Features of multi-sided platforms
A motive of multi-sided platform pricing. Multi-sided platforms can create value for multiple
customer groups. The relationship between the platform-related groups, the groups, and the platforms
will result in a different motive of pricing from that of a non-platform market. The relative price
charged on both sides of the platform should be in line with the demand, and the optimal price from
the perspective of maximum profit or social benefit is lower than the marginal cost on the platform
side and higher than the marginal cost on the other side of the platform.
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Changes in platform design affect the needs of the entire platform. For instance, we presume a
platform introduces a design that lowers the overall transaction cost, such as verifying the fingerprint
identification technology for shopping. The change in design improves the efficiency of the entire
platform, improves consumers’ welfare by increasing the user experience, and increases market output
through more purchases. Consumer welfare depends on the conglomeration effect of each side of the
platform. The benefits and costs of product design changes are passed to the entire platform. Design
changes may have positive effects, and may also produce negative effects. Positive effects may be
profits, and negative effects may be costs. Profit and cost will be passed to the entire platform. When
analyzing technical changes in the multi-sided platform, we should not only focus on one side of the
platform or a specific area, but should understand the dependencies between the user groups on each
side of the platform, and understand how the effects of design changes are transmitted to consumers,
thus making an objective and comprehensive judgment of the impact on consumers’ welfare.
3. An analysis of the economic effects of cross-border e-commerce platforms
3.1. Resource conglomeration effect
In the Internet age, information transmits at an extremely fast speed and each aspect of the
economy and society is highly connected, which greatly reduces the transaction cost and the resource
allocation cost. These significant changes will lead to extensive reorganization and conglomeration of
resources (Jiang Xiaojuan, 2017).
The resource conglomeration effect refers to the reliance of cross-border e-commerce platform
on the Internet, reducing multiple marketing links from production to consumption in traditional
business models, thus achieving direct trade between producers and consumers, significantly reducing
transaction costs. The internet-based platform achieves conglomeration of a large amount of market
resources with fairly low connection cost.
The platform realizes the resource conglomeration in the demand side. In order to quickly
assemble large numbers of users, new business models such as social software, search sites, and
information push are emerging on the platform, and these new business models need to be applied
quickly and extensively. The basic functions of the new service can be used free of charge in order to
gather a huge number of users in a short period of time to generate positive feedback: the more
platform users gather, the more users concern about the platform, resulting in "free" services aside
from the huge business opportunities.
Platform corporations accomplish the conglomeration of market resources. Cross-border e-
commerce platform collects mass information on the transaction of differentiated products and
services, generating information conglomeration effect. Producers and consumers rely on the platform
for direct trading, reducing transaction costs. With the information collection as a medium, the
platform gathers information on the demand side, commodity production, corporate investment and
financing, logistics distribution, third-party payment, overseas warehousing, transaction evaluation,
resource integration, and allocation, reconstructing the commodity production process and enhancing
resource allocation efficiency. Furthermore, relevant industrial chains are extended based on the
platform, promoting the development of related industries and producing radiation effects. With
reliance on a wide range of market platforms, corporations can break away from the constraints of size
and geographical position and offer goods and services to consumers around the world.
3.2. Network effect
Network effect refers to the value of a product or service increases with the increase in the
number of consumers on a cross-border e-commerce platform. The more consumers who join the
platform, the more consumer utility will be for later consumers. The larger the network is, the higher
the efficiency of the network will be. The network effect also has a positive feedback mechanism,
which means the first corporation emerging in the market is easy to develop and grow rapidly,
occupying a large market share.
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The network effect of the platform means to attract more consumers into the network. On the
one hand, corporations on the platform sell at a discount, thereby reducing the threshold of consuming
products. On the other hand, corporations provide consumers with quality products and services, and
consumer value will continue to increase with the expansion of the network, which attracts more
consumers to access the network. Cross-border e-commerce reconstructs consumer-oriented global
value chains (Wu Guanrong & Jin Qunkang (2017). Cross-border e-commerce platform sets global
consumers as the target customer groups. The platform utilizes large data technology to collect,
process and analyze fragmented and dynamic global consumer data, to master consumer preferences,
to provide differentiated products and services that are compatible with global consumers’ actual and
potential needs, to increase the stickiness of consumer demand for quality products and services, to
increase consumer value, so that consumers are deeply involved in the network and corporations gain
excessive profits.
Cross-border e-commerce platform collects dispersed and personalized information on the quality
of goods and services. The price of a repetitive tradable commodity is a basic piece of information on
quality. In addition, other information on quality exists on the platform, such as warranty, return, and
replacement of products, and quality inspection. For information on single-time, procedural or
professional services, users can also make a judgment on the quality of service via user evaluation,
business reputation evaluation and credit inquiries posted on websites. The information of quality
conglomerated by platform solves the problem of asymmetric information between buyers and sellers,
which helps consumers choose the corporation with better performance and give praises, bring more
consumers to these corporations, thus facilitates its rapid development and large market share obtaining.
3.3. Innovation effect
The innovation effect refers to the cross-border e-commerce platform to promote new business
models and sell new products and services through the platform. New products and services are
offered to consumers through cross-border e-commerce platform transactions, which compensates for
the start-up costs needed in the innovation process, gains incremental gains, and thus stimulates more
innovative activities of corporations.
Technological innovation is embodied in the provision of new products or services, the
adoption of innovative methods of production and service provision, the opening of new markets, or
the realization of new business models. The profit increment of technology innovation is mainly
embodied in the start-up cost in the innovation process. The start-up cost is a fixed cost and does not
change with the change of production. At the same time, the start-up cost is a sunk cost. Once the
business decision is taken, it cannot be changed by present or future decision. If innovation is
achieved, the start-up cost can be compensated by the sale of the product or service. Industries with
consuming less natural resources rely on less material inputs in products or services provision, and the
cost of additional inputs in the production process can be neglected compared to start-up costs. The
huge scale of Internet platform can spread the huge start-up cost, reduce the average cost of the
products or services, and the corporations obtain the revenue increment, thus stimulating more
innovation activities of the corporations. The products or services formed by technological innovation
are offered to consumers through the transaction of cross-border e-commerce platforms.
3.4. Brand value effect
Brand value effect refers to the corporations owning brands accomplish the brand design,
marketing, and maintenance with cross-border e-commerce platforms, leading to a rapid growth of
brand value.
The brand is a phenomenon of monopolistic competition. Brand value is a differentiated value,
that is, goods of the same use value can be sold at different prices. Similar goods of famous brands and
common brands are of huge price differences. The differentiated value is shown in the brand, and
advertisements work on brand value promotion (Jiang Qiping, 2018). Brand value is not entirely
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derived from the cultivation of advertising. Nor is it entirely dependent on the commodity itself, but
more in the use of goods as in service and consumer experience. Consumers get a good experience
through technological innovation and market innovation and thus create brand value. Therefore,
innovation is the fundamental source of differentiated value.
Cross-border e-commerce platform creates opportunities for corporations to accomplish brand
marketing and precision marketing. Via the platform, overseas consumers can directly obtain
information on commodities and user evaluation of domestic corporations, providing an effective way
of enhancing the brand awareness of domestic corporations. With consumer data accumulated through
cross-border e-commerce platform, corporations make use of large data technology to analyze global
market consumers’ preferences and potential needs, make rapid response to changes in demand, affect
brand design, marketing and maintenance, thus to maximize the implementation of precision
marketing, effect rapid growth of brand value, and meet the needs of global consumers.
4. Present situation and main problems of cross-border e-commerce platform development
4.1. Development status
4.1.1. Rapid growth of transaction scale
In recent years, with the rapid development of economic globalization and information
technology, the scale of cross-border e-commerce transactions in China has witnessed a continued
rapid growth. Cross-border e-commerce has become the most active part of China’s foreign trade. E-
commerce Research Center of China released a report entitled “Research report on Chinese cross-
border e-commerce policies in 2017” showing that in the first half of 2017 China’s cross-border e-
commerce turnover reached 3.6 trillion yuan, with a year-on-year increase of 30.7%. The turnover of
cross-border e-commerce export reached 2.75 trillion yuan, and import turnover reached 862.4 billion
yuan (including B2B import, import, and C2C import), with an increase of 66.3%. In the first half of
2017, the scale of B2B transactions reached 87.4% of the total turnover, which occupies an absolute
advantage. B2C has grown rapidly, accounting for 12.6% of total turnover.
4.1.2. Trading structure adjustment
In recent years, the structure of cross-border e-commerce transactions in China has been
adjusted, and the import and B2C mode have increased their proportion in the transactions. China’s
cross-border e-commerce is an export-oriented pattern. But in recent years, imports have been growing
fast, and its proportion has continued to rise. In 2012, exports accounted for 88.57% of cross-border e-
commerce transactions, and imports accounted for only 11.43%. In 2016, export turnover reached 5.5
trillion yuan, accounting for 82.1%. Meanwhile, the import turnover was 1.2 trillion yuan, and the
proportion increased to 17.9%. In the first half of 2017, export turnover reached 2.75 trillion yuan,
with a year-on-year increase of 31.5%, accounting for 76.1% of the transactions. Meanwhile, the
import turnover reached 862.4 billion yuan, with an increase of 66.3%, accounting for 23.9% of the
transactions.
4.1.3. A supplement to general trade
The rapid growth of cross-border e-commerce is changing consumers’ spending habits, with the
mobility of personal consumer goods increasing around the world. In the commodity stock market,
cross-border e-commerce has replaced offline sales channel. In the commodity increment market, the
advantage of cross-border e-commerce is mainly embodied in higher cost performance of goods and
shopping convenience following the rise of new consumer demand. With industrial upgrading and
restructuring, cross-border e-commerce as a new form of trade forms an effective supplement to the
single channel of general trade and satisfies the consumers’ diversified demand. The whole country’s
recognition of cross-border e-commerce has also gradually enhanced, and the fragmented cross-border
trade has been incorporated into the regulatory system to make it manageable.
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4.1.4 High-speed and steady development of cross-border e-commerce platforms
In recent years, cross-border e-commerce has witnessed a rapid development, and a large
number of cross-border e-commerce platform corporations has risen quickly by enhancing user
experience in the fierce competition and promoted the steady growth of cross-border e-commerce
transactions scale. After several years of rapid development and market competition, China’s industrial
pattern of cross-border e-commerce has gradually reached a stable state. Cross-border e-commerce
platforms are classified into the following types: B2B (business-to-business), such as Alibaba
International Station, China Chemical Network, Global Resources, China Manufacturing Network,
DHLgate.com and another cross-border e-commerce platform with strong competitiveness; B2C
(business-to-customer), stable pattern of cross-border e-commerce platforms such as AliExpress.com,
T-mall Global, Joybuy affiliated to JD.com and NetEase Kaola; Third-party service corporations such
as onetouch.cn, webwto.com and other platforms offering integrated foreign trade services, third-party
payment corporations like Alipay, netease epay and PayPal, customs declaration, warehousing and
logistics corporations like China Post, DHL, sf-express.com, as well as large data operation
corporations. The market share of import leader is close to 80%, with settled and regulated industrial
development pattern.
4.2 Main problems
4.2.1. The carriers of the platforms need improving
The development of the cross-border e-commerce calls for the growth of its carrier and the
improvement of the infrastructure. As an important platform carrier for the development of the cross-
border e-commerce, the construction of a comprehensive pilot area of cross-border e-commerce needs
to draw on the advanced experience and practices, explore the business process, technical standards
and modes of supervision to form reproducible and promotable experience. New business patterns are
needed to attract corporation conglomeration, increase employment and promote startup and
innovation. Carriers such as cross-border e-commerce parks, public service and startup, and innovation
base should be improved.
4.2.2. The functions of the platforms need optimizing
The functions of cross-border e-commerce platform need to be optimized. On one hand, online
integrated service mode of the platform needs to be further optimized. On the other hand, the
development mode of online and offline fusion needs to be further promoted. The specialization and
division of the cross-border e-commerce is a trend of industrial development. The changes in the
retailing industry are often accompanied by the specialization of the participants and the division of
functions. In essence, cross-border e-commerce is retailing, therefore it will also present the trend of
specialization and division. Professional planners provide brand-building solutions. Professional IT
companies build e-commerce platforms and offer integrated solutions like data mining technology.
Professional logistics companies provide solutions like customs clearance and cargo transport. The
specialization of the business depends on the function optimization of the cross-border e-commerce
platform for cultivating core competitiveness.
4.2.3. The development modes of the platform need innovation
It is necessary to strengthen the development and deepen cultivation of overseas markets of
cross-border e-commerce with innovative modes, and the traditional overseas warehouse model needs
to be upgraded to meet the characteristics of overseas markets. At present, the target market of cross-
border B2C in China concentrates on developed countries with complete infrastructure and a high ratio
of online shopping, and the export scale in these countries is easy to increase and the markets need
deep cultivation. In recent years, Latin America has been the fastest-growing region of global cross-
border e-commerce, with Asia-Pacific, Middle East, and African countries closely following. The
emerging markets need exploring owing to the increase in online shopping, gradual easing of cross-
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border e-commerce policies, enhancing of consumers’ purchasing power and quick growth potential of
the markets.
4.2.4. The brand value of the platform needs promoting
The future development trend of cross-border e-commerce corporations is to build Creation in
China, Chinese quality and Chinese brands. Having experienced the initial stage of developing the
market with the low-price distribution of goods, corporations in cross-border e-commerce face
intensified competition in homogenized commodities with large numbers of corporations pouring in
the platforms. The profit margin of non-brand goods is quite low, and the corporations with own
brands have been supported energetically by the cross-border e-commerce platforms. Competitiveness
of famous brands in some domestic platforms has been improved. Most of the cross-border e-
commerce platform attaches more importance to management system construction, product technology
innovation, service quality promotion, market developing, yet measures should be taken to promote
brand value. The slow development of brand value is due to the role of technical tools in business
model optimization, lack of talents with rich experience in brand building, and insufficient brand
protection policy system and protective measures.
5. Suggestions on innovative development of cross-border e-commerce platforms
5.1. Integrated development of offline industrial parks and online single-windows
Constructing an overall layout of core area plus metropolitan area plus e-commerce cluster
should be carried out in the cross-border e-commerce comprehensive pilot area. The construction of a
comprehensive pilot area should be implemented by stages in compliance with the way of “core area
based + key cities gradient promoting + e-commerce cluster”. In the first stage, with the core area as a
center, corporations registered in “single-window” platform explore business model innovation. In the
second stage, the experience accumulated in the core area will be spread to corporations registered in
“single-window” platform in key cities. In the third stage, the successful modes and standards will be
spread to corporations registered in “single-window” platform in other cities in a region, thus forming
cross-border e-commerce clusters. Promoting the industrial development, expanding exports and
regulating imports should be focused on. The mode of B2B should be developed further with
corporations creating a new competitive edge in technology, brand, quality, and service. The mode of
B2C should be used as a beneficial supplement to B2B to help medium, small and micro businesses
develop.
In the existing cross-border e-commerce comprehensive pilot area, a number of cross-border e-
commerce industrial parks with multiple specific functions are to be established to form the pattern of one
area and multiple parks. Large-scale platform corporations in different fields, such as B2B, B2C,
comprehensive foreign trade service, customs declaration, warehousing, logistics, third-party payment
corporations, and big data operation should conglomerate in the industrial parks to establish a sound
ecological system of cross-border e-commerce. Industrial chains are to be extended and industrial scale is
enlarged combining different industrial advantages of various cross-border e-commerce industrial parks.
Cooperative development and benign competition of each e-commerce industrial park should
be promoted. Taking full account of the characteristics of clustering and ecological system of the
cross-border e-commerce platforms, corporations can arrange reasonable development directions to
realize the coordinated development of import and export. Operation of B2B, B2C and O2O business
models are to be optimized. After experimentation and appraisal, the innovative measures should be
promoted in a broader scope to build the influence and driving force of cross-border e-commerce
comprehensive pilot area.
Multiple offline platforms should be established in the cross-border e-commerce industry parks
to conglomerate e-commerce platform corporations, integrated foreign trade service corporations, e-
commerce service corporations, e-commerce talents, and other factors. With reliance on cross-border
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e-commerce ecosystem, the platforms can provide the cross-border e-commerce corporations with
services such as customs clearance, intelligent logistics, financial services, human resources and other
one-stop integrated services to give a strong support to online “single-window” comprehensive service
platform and to promote integration, mutual support and coordinated development of online and
offline cross-border e-commerce.
5.2. Optimization of functions of online cross-border e-commerce comprehensive service platforms
Replicate and promote successful online integrated service platform to optimize platform
functions. China (Hangzhou) Cross-border E-commerce Comprehensive Pilot Area issued an upgraded
version of integrated online service platform—cross-border e-commerce big data platform, which
breaks the obstacles of customs, taxation, foreign exchange, commodity inspection, merchants,
logistics and financial information to achieve information interconnection of regulatory departments,
financial institutions, cross-border e-commerce corporations, logistics corporations. The big data
platform brings together hundreds of millions of authorized data on customs, commodity inspection,
foreign exchange, taxation, and other departments, integrates data on corporation registration,
declaration, transaction, logistics, finance, commodities and business credit to form a big data hub.
Through standardized processing, integrating and developing big data, the pilot area has established a
thematic database of commodities, transactions, customs clearance, logistics, finance, corporate
information and credit, and business risks as a basic data provision with the application system.
Cross-border e-commerce corporations can obtain government service and market service via
the big data platform. The comprehensive service platform covers the whole process of business entity
registration and import & export of cross-border e-commerce, providing services such as customs
clearance (customs and commodity inspection), logistics (warehousing, transportation, insurance,
ports), finance (foreign exchange, verifying and writing-off, export tax rebate, financing) and other
import and export services. Joint of import & export service platform and customs, commodity
inspection, e-commerce transactions, logistics, payment, and third-party platform system is realized to
form a comprehensive service system of registration, declaration, data exchange and other functions.
Through the data application system, the e-commerce corporations can obtain information on
grade appraisal and market risks alert, and they can also refer to data analysis reports and obtain data
services like online bookings of logistics and finance. The online integrated service platform integrates
data from government departments and those from cross-border e-commerce corporations, and with
government service and market service in one, breaks through two-way barriers of government and
market. The integrated and analyzed big data can be feedback to regulatory departments for optimizing
government service, and feedback to logistics, financial and other business entities for innovating service.
The functions of the integrated service platform will be continuously optimized to realize its
transformation from a single information platform to a trading platform, with the functions extending
to the overseas promotion of commodities, transaction support, online logistics, online payment, after-
sale service, credit system and consumer dispute settlement and other integrated services.The use of
integrated service platform can also foster local cross-border e-commerce corporation cluster. The
platform can be used to enhance integration and fostering of existing foreign trade corporations by
encouraging potential e-commerce corporations to sign contracts with the service platform to complete
the registration, and to complete joints of the corporations and the platform, and to carry out cross-
border e-commerce after joint testing.
5.3 Supporting innovative mode development of a cross-border e-commerce platform
As a new pattern of international trade, the innovative development trend of cross-border e-
commerce is to transform to quality and specialized platform, to enhance the competitiveness of
corporations, to establish efficient and convenient bridges between producers and consumers, and to
promote participation in international trade of cross-border e-commerce service corporations,
manufacturers, foreign trade companies and medium, small and micro internet businesses.
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Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
Promote the complement of third-party cross-border e-commerce platforms and corporation-
established platform, and the development of B2B, B2C, O2O, and other business models. Cross-
border e-commerce corporations can try launching offline stores to effect closer contact with
customers via “online + offline” mode, and better cultivate users and markets to broaden new market
opportunities (Gao Shaohua, 2018). Manufacturers with strong international competitiveness and
innovative e-commerce corporations can rely on their own advantages to promote the extension of
cross-border e-commerce activities from B2C to B2B, and to commodities and online trade in
financial, cultural and another service. Accelerate the construction of cross-border e-commerce
platforms, cultivate international well-known and influential online cross-border e-commerce
exhibition platforms, and build up internet exhibitions and conferences in key industries of cross-
border e-commerce of international fame.
Through the establishment of the Digital Trade Center (DTC) in overseas markets, the cross-
border e-commerce platform provides a new purchasing experience for overseas buyers. DTC, as an
upgraded version of the traditional overseas warehouse, is in line with the development trend of quality
and efficient brand and specialization of China's cross-border e-commerce. According to the Chinese
E-commerce Research Center, DTC integrates online and offline business models, with pre-sale, sale
and after-sale service in one, and covers pre-sale consultation, offline commodity display, online
trading, marketing, overseas warehousing, overseas logistics, after-sales maintenance and return
service,and business training, and provides wholesalers with convenient purchasing experience
through optimized trade process. With the help of the center, overseas buyers can observe the samples
on the spot, complete online transactions and enjoy after-sale service, and sellers can carry on brand
promotion according to the characteristics of overseas markets, offline display commodities,and
expansion of cooperative channels.
User data can be connected with advanced technology to innovate DTC operation mode. For
instance, via cloud service and AI technology, corporations can have a deep understanding of overseas
users. Before the users arrive at DTC, the corporations can determine the best store location by
determining the location of the users’ place of residence and work. According to China E-Commerce
Research Center, exchanges between customers and DTC can be stimulated via Wechat public
accounts and small applications affiliated to the accounts, online coupons, or the contact messages
after Wechat payment, and personalized ads before the customers arrive at DTC. After the customers
arrive at DTC, the DTC can recommend commodities accurately to the customers according to their
previous purchase records and the customer portraits established by corporations. Existing or
popularized technical means are utilized in the sales processes, such as barcode scanning purchase,
face recognition, no-password payment, after-sales service, and distribution tracking. After payment,
the customers are directed to follow on the public accounts of merchants or the information on
preferential commodities, directly becoming digital members of the corporations. This connection
access, on one hand, may carry on marketing to the members, and on the other hand, may establish
intelligent marketing clouds especially used by corporations to effect deep data mining.
5.4. Brand value creation through cross-border e-commerce platforms
Cross-border e-commerce corporations should strengthen their own brand creation and
innovative marketing. They should take hold of multiple needs of target market consumers, create unique
brand connotation. Meanwhile, the corporations can make access to cross-border e-commerce platform
resources to optimize their own brand building and management. Cross-border e-commerce corporations
should, via a joint with cross-border e-commerce platforms, optimize internal resource allocation, make
in-depth overseas market surveys, understand the environment of overseas market competition brand
merchandise face, and implement global brand marketing strategy (Yang Yongchao, 2017).
Effect brand value creation through cross-border e-commerce platforms or proprietary vertical
e-commerce platforms. Cross-border exporters can carry out the brand operation and customer
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Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
operation directly to overseas consumers, and add China’s high-quality supply chain to enhance
competitive edge. When brand marketing with the help of famous e-commerce platforms, the
corporations take into considerations the factors of the quality of platform users, consumers’ word-of-
mouth of platforms, levels of operation and service of platforms, and development prospects of
platforms, levels of technology, logistics, and financial support and other important factors. Vertical
proprietary cross-border e-commerce has the advantage of market positioning and in-depth excavation,
understanding of target customers and thorough service, and excels in commodity selection and sales
performance (Zhang Xiaheng, 2017). The use of proprietary vertical e-commerce platform for brand
creation mainly focuses on the in-depth operation of an industry or segmented market and operating
B2C or B2B of the commodity of the same type. E-commerce platforms conglomerate a large amount
of information on sales and consumer feedback. The consumer demand can be grasped through sales
volume and consumer evaluation feedback. With the information, corporations can determine main
target markets and offer goods to the markets, improve R&D and design of brands aiming at the target
markets and find out unique market positioning and strive to create new products with features.
Implement platform value mining and create brand value with market innovation, scientific and
technological innovation and integrate cultural factors. Consumers’ taste for goods has upgraded to
spiritual experience such as new, aesthetic, personalized goods with a unique taste. The growth of the
“soft demand” has stimulated corporations’ increased investment in creative ideas, design, research
and development, marketing and promotion to enhance brand value (Teng Tai, 2018). Corporations
utilize cultural, intelligent technology, platform interactive functions, and other resources, to market,
promote, disseminate, use commodity information in consumer groups. Consumers expand the scope
of information dissemination in the process of publication and use of information. The increase in
brand value stems from enhancing consumer awareness and experience of goods and services. For
instance, Wechat and other internet platform provide new models of social interaction. Wechat can be
viewed as a replacement for advertising with consumers’ word-of-mouth. Social networking has
brought to full play a technological advantage and won a broad market. Main commodities can be
combined with holidays and hot topics in new media of target consumers. With the use of Wechat and
other social networks, corporations can promote marketing and expand their influence, improve brand
awareness and enhance turnover.
Use technical tools to develop platform marketing channels. Wechat applications can be used to
increase the likelihood that the applications will be discovered and used by the consumers. Wechat
applications, with the main entrance in the search, public accounts, sharing and other channels for
applications’ exposure, facilitate direct contacts between businesses and customers, and open online
traffic switches for stores. Social advertising also launches a combination of online and offline “smart
retailing” marketing solutions through making strategies, advertising, coupons, writing-off and other
ways to get through the traditional closed-loop marketing and expand marketing channels.
Transform social web traffic into e-commerce flow, increase the opportunities for businesses to
find customers to reduce the cost of consumer acquiring. Social advertising as a core advertising
business unit generates a large number of label categories through an in-depth analysis of consumer
data. Advertisers can use cross-screen orientation, group development, and intelligent bidding
technology to implement connections and dialogues with customers in Wechat, QQ, QQ space, QQ
browser, third-party mobile applications and other advertising scenes to achieve the ultimate marketing
goals. Social money reduction uses the influence of social groups to guide customers to pay attention
to Wechat public accounts or preferential information and to share information with their friends after
payment.
Enhance the brand influence of the cross-border e-commerce platforms. Cross-border e-
commerce platform should implement differentiated development modes, combine its own advantages
and overseas consumer preferences, rely on cross-border e-commerce platforms with global brand
influence to establish online global marketing network. Domestic corporations and cross-border e-
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Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 1 năm 2018
commerce corporations can form alliances to materialize service system for cross-border e-commerce
in the aspects of supply, value, and resources to enhance reliance of overseas consumers on China’s
cross-border e-commerce platforms.
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