Wanmin Ni

Zhejiang International Studies University

Copyright © 2022 by Cayley Nielson Press, Inc.

ISBN: 978-1-957274-11-9

Cayley Nielson Press Scholarly Monograph Series Book Code No.: 212-11-3








Cross-border e-commerce is one of the important components of the digital economy, has experienced rapid development in recent years, especially during the COVID-19 pandemic. With the globalization of the world economy, more and more Chinese cross-border e-commerce enterprises are striving for internationalization. Remarkable achievements have been made, and China's cross-border e-commerce transactions have turned out to be world-leading. Comparing to international well-known cross-border e-commerce enterprises such as Amazon and eBay, the international brand impact of these enterprises in China is significantly weaker, lacking core competitiveness.

This book focuses on the advances of e-commerce in digital era. Recent advances on domestic e-commerce, such as development of Internet Celebrity Economy, e-commerce under Targeted Poverty Alleviation Strategy; transformation of traditional enterprises based on e-commerce; international development of cross-border e-commerce branding were discussed.

The contents of the book are organized into eight chapters. In chapter 1, the advantages, and limitations of cross-border ecommerce of traditional trade enterprises into B2B (Business to Business) were analyzed, and the countermeasures against the limitations of cross-border e-commerce were discussed.

In chapter 2, based on the perspective of brand internationalization, the developing characteristics, problems, and strategies in the process of international branding were discussed. In chapter 3, the fresh agricultural products ecommerce based on the precise poverty alleviation strategy helping farmers and agriculture was studied, the factors and problems in the process of development were analyzed, anti-epidemic measures taken by major e-commerce platforms and the opportunities and challenges faced by e-commerce of fresh agricultural products under the epidemic situation were summarized. In chapter 4, a case study on transformation and development of traditional enterprise based on internet celebrity economy was conducted, to provide new sights for ecommerce retailers to evaluate the economic values of internet celebrity endorsement, a new content marketing practice in e-commerce platform. In chapter 5, a case study on domestic cosmetics brand "Huaxizi" was conducted, to explore the advantages of its marketing strategy, and bring some inspiration for the development of domestic cosmetics marketing strategy. In chapter 6, a case study on marketing strategy of domestic brand “SNBL” was conducted, to provide reference for the brand marketing of the original clothing brand enterprises. In chapter 7, a case study on Yiwu was conducted, to discuss the ways to realize the transformation and upgrading of Yiwu's foreign trade and accelerate the transformation and development of regional economy, to build a new mechanism for the integrated development of online and offline marketing channels of cross-border e-commerce based on big data in the digital economy era. In chapter 8, the opportunities, and challenges of the development of cross-border E-commerce in the free trade zone were theoretically studied, as well as the layout and function division of the plan of Zhejiang area expansion. the cross-border ecommerce enterprises in Yiwu were investigated, their demand for talents were analyzed and summarized, measures and strategies were suggested for introduction and cultivation of talents matching with the development of companies, to provide reference for high-quality development of cross-border E-commerce in Yiwu.

This research was funded by Department of Education of Zhejiang Province (Y202250450) and Zhejiang International Studies University. I would also like to extend thanks to authors contributing to the book chapters, especially Lina Zhai, Zhuying Xu, Wei Chen, Yu Chen, Yuxin Zheng and Xiaoyu Wang. They offered help on data interpretation, chart processing and language improvement of the book chapters.

Wanmin Ni
Zhejiang International Studies University
Hangzhou, Zhejiang, China
November 6,2022




Preface I
Chapter 1 Transformation of Traditional Foreign Trade Companies Based on Cross Border E-commerce 9
1.1 Introduction 9
1.2 Traditional Foreign Trade Industry 10
1.2.1 Development of Traditional Foreign Trade Industry 11
1.2.2 Case study 12 Fujian Fengzhu Textile Technology co. LTD 12 Hunan Huasheng co. LTD 15
1.2.3 Limitation 18
1.3 Cross border e-commerce industry 20
1.3.1 Development of cross border e-commerce industry 20
1.3.2 Case Study 21 Heilan Home Co., LTD 21 Shanghai Metersbonwe Fashion & Accessories Co., Ltd. 24
1.3.3 Developing Trend 25
1.4 Conclusions 27
Chapter 2 International Development of Cross-Border E-commerce Branding 29
2.1 Introduction 29
2.2 Development of Cross-Border E-commerce in China 31
2.2.1 Scale Development of Cross-Border E-commerce 31
2.2.2 Scale Structure of Cross-Border E-commerce in China 34
2.3 Factors Affecting International Branding 35
2.3.1 Policy and Law 35
2.3.2 Economy factors 38
2.3.3 Technical Factors 39
2.3.4 Social and Cultural Factors 40
2.4 Development Status of International Brands 44
2.5 Conclusions 48
Chapter 3 Development of E-commerce Under Targeted Poverty Alleviation Strategy 50
3.1 Introduction 50
3.2 Targeted Poverty Alleviation by E-commerce 53
3.2.1 Introduction of Targeted Poverty Alleviation by E-commerce 53
3.2.2 Development of Fresh Agricultural Products E-commerce 55 Rapid Development and Higher Trading Volume 55 Support from National Policy 56 Promotion by Booming Market 56
3.2.3 The Role of Targeted Poverty Alleviation Strategy 57
3.3 The Questionnaire Survey 58
3.3.1 Understanding of targeted poverty alleviation strategy for e-commerce 59
3.3.2 Whether Visited the Relevant Webpage of Agricultural Products and Have Purchasing Experience 60
3.3.3 Whether Willing to Support Farmers by Purchasing Agricultural Products on E-commerce Platforms 61
3.3.4 The Frequency Consumers Bought Agricultural Products from E-commerce Before and After the Pandemic 62
3.3.5 The Reasons for not Purchasing Agricultural Products by E-commerce 63
3.4 Analysis for Development of Fresh Agricultural Products E-commerce 64
3.4.1 Factors Affecting Development of Fresh Agricultural Products E-commerce 64 Consumers 64 Agricultural Products 65 Government Factors 66
3.4.2 Current Development Status of Fresh Agricultural Products E-commerce 67
3.4.3 Measures to Develop Fresh Agricultural Products E-commerce 69 Establish Brand Strategy and Promote Characteristic Agricultural Products 69 Strengthen Standardization of Agricultural Products 69 Strengthen the Training of Rural E-commerce Talents 70
3.5 Conclusions 70
Chapter 4 Transformation and Development of Traditional Enterprise Based on Internet Celebrity Economy 72
4.1 Introduction 72
4.2 Development of Internet Celebrity Economy 73
4.2.1 Development and Evolution of MCN 73
4.2.2 Motivation of MCN 77
4.3 Case Study 79
4.3.1 From "0" to "1"- DeRuCCI 79
4.3.2 Analysis on DeRuCCI Case 80 Strategy Guide 80 Organizational Support 82 Culture Driven 83
4.3.3 Analysis on Liziqi Case 84 Precise Positioning 85 Excellent Manufacture 86 Ingenious Layout 87
4.4 Conclusions 88
Chapter 5 Digital Marketing of Domestic Beauty Cosmetics Brand Huaxizi 90
5.1 Introduction 90
5.2 Marketing of Domestic Beauty Cosmetics Industry 92
5.2.1 Marketing Status of Domestic Beauty Cosmetics Industry 92
5.2.2 Developing Environment of Domestic Beauty Cosmetics Industry 93
5.2.3 Analysis on Marketing of Domestic Beauty Cosmetics Industry 97 Insufficient Connotation Excavation on Localization Culture 97 Fuzzy Target Population 98 Dispersal of Promotional Forces 99
5.3 Analysis on the marketing of Huaxizi cosmetics 100
5.3.1 Introduction of Huaxizi brand 100
5.3.2 Digital Marketing of Huaxizi Brand 101 Harvesting Young Consumers' Concern by Public Domain 101 Improving Reputation and Service by Private Domain 103
5.3.3 Problems on the Digital Marketing of Huaxizi Cosmetics 105 Disgust Induced by Excessive Marketing 105 Product Reputation Affected by Exaggerated Publicity 107 Unknown Risks Induced by Bundling Sales 107 Low Conversion Efficiency 108
5.4 Suggestions for Digital Marketing of Huaxizi Cosmetics 108
5.4.1 Focus on Optimization of User Experience 108
5.4.2 Construction of Distinct Brand Image 109
5.4.3 Combine the Marketing Both Online and offline 110
5.5 Conclusions 112
Chapter 6 Marketing Strategy of an Original Chinese Women's Clothing Brand SNBL 113
6.1 Introduction 113
6.2 Marketing and Competition Environment of SNBL 116
6.2.1 Introduction of original brand SNBL 116
6.2.2 Macro Marketing Environment Analysis of SNBL 117 Political Environment 117 Economic Environment 118 Technical Environment 120 Social Environment 120
6.2.3 Competition Environment of SNBL 121
6.2.4 Consumers of SNBL 122
6.3 SWOT Analysis on Marketing Strategy of SNBL 124
6.3.1 Strength 124 Fast Product Development 124 Cooperation with Popular IP to Obtain a Larger Market 124 Close Price to the Young People 125
6.3.2 Weakness 125
6.3.3 Opportunities 126
6.3.4 Threats 128
6.4 Conclusions 130
Chapter 7 Influence of Zhejiang Free Trade Zone Expansion on the Supply and Demand of Cross-border E-commerce Talents in Yiwu 132
7.1 Introduction 132
7.2 The Expansion Plan of Zhejiang Free Trade Zone 134
7.2.1 Content of Expansion Plan of Zhejiang Free Trade Zone 135
7.2.2 Influence of Expansion Plan of Zhejiang Free Trade Zone on Yiwu 137
7.3 Survey on Supply Against Demand of Cross-Border E-commerce Talents in Yiwu 140
7.3.1 Supply of Cross-Border E-commerce Talents in Yiwu 140 Talents from college 141 High cost for talents cultivation 142
7.3.2 Demand of Cross-Border E-commerce Talents in Yiwu 142 Large-scale Demand for Talents 144 Challenge for Talent Recruitment and Management 144
7.3.3 Strategy for talents development of cross-border e-commerce in Yiwu 146 Integration among "government, school and enterprise" 146 Promote integrated training between school and enterprises 147
7.4 Conclusions 148
Chapter 8 Marketing Strategy of an Original Chinese Women's Clothing Brand SNBL 149
8.1 Introduction 149
8.2 Background of Cross-border E-commerce in Yiwu 150
8.2.1 Transaction volume and entities 150
8.2.2 The Industry Chains and Related Activities 152
8.3 Online and Offline Integration Development of Yiwu Cross-border E-commerce 153
8.4 Difficulties and Constrains 157
8.5 Conclusions 159
References 160



This book should be useful for students, scientists, engineers and professionals working in the areas of optoelectronic packaging, photonic devices, semiconductor technology, materials science, polymer science, electrical and electronics engineering. This book could be used for one semester course on adhesives for photonics packaging designed for both undergraduate and graduate engineering students.


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