Digital Marketing and B2B Cross-Border E-Commerce: A Case Study of Alibaba International Station in China
Download PDF

Keywords

Digital economy
Cross-border e-commerce
B2B platform 2.0
Business model analysis
Alibaba International Station

DOI

10.26689/pbes.v6i6.5786

Submitted : 2023-11-22
Accepted : 2023-12-07
Published : 2023-12-22

Abstract

The rapid development of the “Internet+” has ushered in a new era of global digital technology innovation. Concurrent with the deepening trends of economic globalization and integration, international trade is progressively undergoing extensive digitization, with cross-border e-commerce emerging as a significant manifestation of this transformation. Within this landscape, the cross-border e-commerce B2B platform is anticipated to become a pivotal driver for China’s cross-border trade growth, representing a strategic opportunity for trade transformation. This paper provides a comprehensive examination of the concepts, characteristics, and development status of cross-border e-commerce and B2B platforms, considering both global and Chinese perspectives. Focusing on a prominent case study, Alibaba International Station, a B2B cross-border e-commerce platform, the paper delves into its business model and core competencies, offering a thorough analysis of its role in the intricacies of international e-commerce and its contribution to the field. Drawing on insights gained, the paper concludes by presenting targeted recommendations from both the platform and government perspectives. These suggestions are informed by a nuanced understanding of the development opportunities and challenges facing China’s cross-border e-commerce B2B platforms.

References

Xu C, 2016, Research on the Business Model of China’s B2B Export E-Commerce Platform Version 2.0, thesis, Beijing Forestry University.

E L, Huang Y, 2014, New Way of International Trade: The Latest Research on Cross-Border E-Commerce. Journal of Dongbei University of Finance and Economics, 2014(2): 22–31.

Lai Y, 2016, Cross-Border E-Commerce: Innovative Development Shows Results. China Economic Times, 2016: 005.

Grand View Research, 2023, Business-to-Business E-commerce Market Size, Share & Trends Analysis Report, viewed October 18, 2023, https://www.grandviewresearch.com/industry-analysis/business-to-business-b2b-e-commerce-market

Qiao W, Wang L, 2020, B2B Cross-Border E-Commerce Platform Operation Mode and Its Influencing Factors – Taking Dunhuang.com as an Example. Modern Marketing (Business Edition), 2020(6): 51–53.

Liu A, Osewe M, Shi Y, et al., 2022, Cross-Border E-Commerce Development and Challenges in China: A Systematic Literature Review. J Theor Appl Electron Commer Res, 17(1): 69–88. https://doi.org/10.3390/jtaer17010004

China International E-Commerce Network, 2023, Summary of E-Commerce Information, viewed October 18, 2023, https://www.ec.com.cn/article/swyq/scdt/202306/1997_1.html

China Daily, 2021, China International E-Commerce Centre Releases Report: Ali’s International Website Has Become the Main Platform for Promoting Foreign Trade Digitization, viewed October 18, 2023, https://baijiahao.baidu.com/s?id=1710153588611128303&wfr=spider&for=pc

Yangjiang Daily, Xu Q, 2021, Frontline Practice: The 20th China (Yangjiang) International Hardware, Knives, and Scissors Expo Launches an Online Exhibition on October 19, viewed October 18, 2023, https://www.southcn.com/node_20d09eff75/53991fe09d.shtml

JRJC, 2021, Global Supply Chain Trends Development Report: Ali International Station Has Become the Main Platform to Promote Foreign Trade Digitization, viewed October 18, 2023, https://baijiahao.baidu.com/s?id=1710234714967272454&wfr=spider&for=pc

Jiemian News, 2023, Ali International Station Has Launched Nationalized Operations, and the Southeast Asia Pavilion is Now Live in September, viewed October 18, 2023, https://www.jiemian.com/article/10098824.html