Research on the Marketing Strategy of Cross-border E-commerce Business Conducted by Merchants of Alibaba.com

Abstract

In recent years, with the continuous expansion of the scale of cross-border e-commerce industry, China's cross-border e-commerce has entered a stage of rapid development. Due to the higher cost of offline operation and the repeated COVID-19 outbreak, more and more traditional foreign trade enterprises have begun to transform into cross-border e-commerce. As one of the earliest cross-border e-commerce platforms in China, Alibaba.com has become the first choice for foreign trade enterprises to develop cross-border e-commerce business. Therefore, the marketing strategies used by merchants of Alibaba.com in cross-border e-commerce business are very useful for practitioners of other platforms or new merchants. This paper will observe the four aspects of visual marketing, product marketing, advertising marketing and independent marketing of Alibaba.com merchants in the past year, analyze the marketing effect and summarize the marketing strategy. The results show that in terms of brand marketing, most businesses can choose the appropriate style for store decoration according to their own brand characteristics and grasp the characteristics of B2B business. In the aspect of product marketing, businesses in the display of product characteristics and advantages, but also focus on showing the strength of the company. Most merchants can focus on customer needs, to attract customers to buy the product. In terms of advertising marketing, most businesses can reasonably choose advertising products according to their own needs, but there are also problems that it is difficult to achieve the desired effect after advertising. Therefore, when promoting products, businesses should be careful to choose the products to be promoted, so that advertising promotion can achieve the desired effect. In terms of self-active marketing, the RFQ section and feeds section provided by Alibaba.com platform can help merchants carry out independent marketing, without passively waiting for buyers' enquiries like the traditional foreign trade process. This pattern is very useful for reference. It is hoped that the research results of this paper can provide some help and reference for practitioners in the cross-border e-commerce industry.