A Study on the Enhancement of AliExpress’s Competitive Strength in the New Situation -Based on Porter’s Five Forces Model

Abstract

With the development of the Internet and the significant impact of the new era on traditional industries, the transformation of traditional export trade to cross-border e-commerce has become an inevitable choice for enterprises and has released great potential. As a leading third-party platform for export e-commerce in China, AliExpress has research value. Therefore, this paper focuses on AliExpress, a cross-border e-commerce platform under Alibaba, and utilizes Porter's Five Forces model to analyze the competitiveness and existing issues of AliExpress, global market share is uneven, platform differences are ignored, and focus on brand value and competitiveness needs to be improved. Put forward corresponding suggestions: develop targeted market expansion strategies, learn the advantages of other platforms, optimize the supply chain to form core competitiveness, and improve product quality and service. In all, the platform should determine the role positioning of the ecosystem, construct the brand mind, and actively respond to national policy support to ensure the sustained and healthy growth of China's cross-border e-commerce platform.