Research on the Cross-Border E-Commerce Website Operation Strategy of Chinese Start-ups

Abstract

With the rapid development of cross-border e-commerce in China, countless outstanding companies are emerging in this sector. However, due to the ongoing deterioration of the competitive landscape, the traditional model of participating in third-party platforms has increasingly become unsuitable for startups. Compared to relying on third-party platforms, operating an independent website allows businesses to avoid excessive competition, accumulate user data, build a strong brand identity, and avoid platform regulations. For startup cross-border e-commerce businesses, particular attention should be given to accurately targeting niche markets, emulating successful competitors, establishing a DTC (direct-to-consumer) independent website and social media channel matrix, and strategically allocating team members to successfully expand internationally.