The development dilemma and countermeasures of Chinese cross-border e-commerce enterprises under the background of big data

2.1 S-government policy support, my country’s manufacturing industry is developed

All the businesses currently affiliated with Alibaba Group are hotspots that are strongly supported by the government. For example, the state encourages the research and application of cloud computing technology, and Alibaba Cloud under Alibaba is the largest cloud service provider in China. In addition, the state supports the development of mobile payment technology. Although Alipay, a subsidiary of Ant Financial, has no direct equity relationship with Ali, it still has a high degree of correlation, and its business occupies half of the mobile payment market in my country [12, 13]. The promulgation of the E-commerce Law of the People’s Republic of China in 2019 further consolidated the status of my country’s leading e-commerce enterprises [14]. In 2020, my country’s online retail transaction volume is 11.76 trillion yuan, an increase of 1.44 trillion yuan over 2019, and a year-on-year growth rate of 13.9% [15]. In the past 8 years, my country’s retail market transaction volume has always ranked first in the world, and this year, my country’s retail market transaction volume is expected to continue to maintain the world’s first position [16]. E-commerce is an important part of the new retail business [17]. Its development will not only increase the transaction volume of my country’s new retail market, but also play an important role in safeguarding people’s livelihood, promoting consumption, and stabilizing employment. China is rich in materials, including agricultural resources, mineral resources, etc. China is also a leading exporter in the world. China has established cooperative relations with many countries and established long-term export trade relations. The development of cross-border e-commerce has great advantages.

The e-commerce category supported by Chinese government policies is also one of Ali’s main businesses [18]. Among them, Taobao and Tmall have become the core applications of Chinese citizens’ shopping [19]. Coupled with the rapid development of my country’s own manufacturing industry, various industrial supplies can be found in Ali’s products. Trading on the 1688 platform, daily necessities and digital products can be traded on Taobao [20]. The above policy background and my country’s own national conditions determine that Alibaba’s various businesses have great advantages in my country. Alibaba Group currently has a complete resource system, which is unmatched by other e-commerce platforms [21]. The one-stop service from shopping to payment to logistics satisfies consumers’ convenient shopping experience. In daily life, no matter anytime, anywhere, we can shop on Taobao.com and Tmall Mall established by Alibaba Group through the Internet [22]. After purchasing the items we like, we can directly use Alipay, a third-party payment software established by Alibaba Group, to pay [23]. This process is safe, Simple, after the item arrives at the destination we filled in, when we have no time to collect the express or it is inconvenient to collect the express, we can ask the courier to put the express in the rookie station established by Alibaba Group, and the rookie station will take care of us custody [24]. From shopping to payment to logistics, these are all affiliated businesses of Alibaba. Alibaba has formed a complete system, which is a powerful resource guarantee advantage of Alibaba Group. Under the influence of the international environment, the foreign trade industry has undergone earth-shaking changes. The Russian-Ukrainian war, international sanctions, overseas resumption of work and production, industrial transfer, and withdrawal of foreign capital are the long-term crises that the foreign trade industry is most concerned about. In the short term, these problems have a greater impact on the cross-border e-commerce industry, but in the long run, this is a once-in-a-century opportunity for Chinese suppliers and enterprises.

(1) If asked whether they would go to JD.com or Taobao to buy a mobile phone, 90% of the people would answer JD.com, because Taobao’s fake and inferior products are still rampant, and most customers have bought fake and inferior products on Taobao, such as Putian shoes and Yiwu small commodities [25]. Famous brand high imitation products have become a shopping trouble for consumers. Even the official flagship store of a Taobao brand has been reported to sell fake and inferior products, which has become one of the main development constraints of Ali in the direction of e-commerce.

(2) Alibaba’s Taobao and Tmall platforms sell a wide range of products, and there are many companies that provide logistics for them, but due to the gap between their warehousing settings and logistics strategies, their logistics services are far behind the Jingdong platform. Most customers always choose the JD.com platform as their first choice when choosing expedited shopping [26]. In addition, the logistics freight of Tmall and Taobao is also higher than that of Pinduo, which is also an e-commerce platform. In addition, since the logistics and transportation time may exceed two weeks, the automatic receipt mechanism of Taobao platform is also set at this time node. If consumers receive the goods after automatic receipt, disputes are likely to occur.

Taobao’s business model is c2c, and Jingdong’s business model is b2c; Taobao’s mall mainly plays the role of a platform, relying on the seller’s own source of goods, with a wide variety of good and bad quality, without its own logistics, and after-sales services are all handled by private sellers. JD.com purchases goods from its own manufacturers, has its own logistics, warehousing and other systems, and has established distribution stations and after-sales centers in many cities, which is very convenient for commodity distribution and after-sales service. In terms of price, Jingdong’s product quality is guaranteed, and the price will be more expensive.

Consumer groups. More than 98% of the people who use Alibaba.com every day are Chinese, which shows that Alibaba’s foreign trade still has a gap with the international market. Alibaba enterprises need to improve the level of their own platforms in the process of developing international trade, ensure product quality. Improve Alibaba’s international development capabilities.

2.3 O-development of emerging technologies and changes in domestic consumption patterns

(1) Alipay under Ant Financial, a subsidiary of Alibaba, is one of the most important mobile payment platforms in China. However, with the advancement of blockchain technology, in order to seize the digital currency market, my country has now started the digital RMB in various countries. In the release test of the scenario, some cities are already using digital renminbi on a small scale. Digital RMB is also a mobile payment, but it is issued with the support of the state, and it also supports offline scan code payment. In the future, the combination of digital renminbi technology and Alipay mobile payment is very likely, and after Ali expands the market through digital renminbi payment technology, the support rate of the corresponding Taobao and Tmall platforms will further increase. In addition, the rapid development of cloud computing has also paved the way for the further development of Alibaba Cloud. In the future, after further innovation in technology, Alibaba Cloud may compete with other international cloud service providers on the same stage.

In recent years, Alibaba Group has continued to innovate and develop new businesses based on its existing development strategies. Among them, digital media and entertainment business is an important part of Alibaba Group’s new business. Through self-construction and mergers and acquisitions, Alibaba Group has established a digital media and entertainment business with its own development trend. Its media business involves all aspects, including film and television, music, social networking, websites and traditional media, such as UC browser, Ali Sports, etc. Ali Music, Youku Tudou, etc. In today’s society with the rapid development of technology. The Internet has become an indispensable part of people, and the carrier of e-commerce is the Internet. As an e-commerce enterprise, Alibaba’s development of digital media and entertainment business not only expands its business scope, but also serves its core business of e-commerce. The development of Alibaba Group’s digital media and entertainment business has greatly reduced its overall operating risk. In its future development strategy, Alibaba should continue to expand its digital media and entertainment business and make it a new source of core revenue and main business.

(2) At the end of 2020, 782.41 million people in my country used the Internet for shopping, accounting for 79.1% of all Internet users. Among them, 781 million users use mobile phones for online shopping, accounting for 99.9% of all shopping users. With the continuous development of my country’s Internet and the continuous improvement of new infrastructure, more and more people in my country have access to the Internet, and online shopping has become more and more popular. Most of the residents in my country have accepted online shopping as a new form of shopping and developed the habit of online shopping, which will further promote the development of my country’s e-commerce industry. Online shopping and online consumption have gradually become the trend, which will further lead the development of society.

By the end of 2020, the number of Internet users in my country has reached 988.99 million, and the Internet penetration rate has exceeded 70%. Compared with the same period last year, the number of Internet users has increased by 160.48 million, and the Internet penetration rate has increased by 10.8 percentage points. Among all netizens in my country, 986 million netizens use mobile phones to access the Internet, accounting for 99.7%. The scale of the number of netizens directly affects the development of my country’s e-commerce industry. This measure has greatly opened up the Taobao rural market, expanded the customer base of Taobao, and solved a major problem in the crop economy, solved the problem of the retention and sale of rural crops, and received strong support from the government. The development of the rural economy has also promoted the further development of Taobao, making the development of the rural economy and Ali enter a win-win track.

The scale of nearly 1 billion netizens in my country is the basis for the development of China’s e-commerce industry, and it is also an important guarantee for the smooth development of the e-commerce industry. After the normalization of the epidemic, it can be clearly felt that the online shopping of Chinese people has increased, and the domestic consumption pattern has changed, which has also greatly increased the income of Taobao and Tmall platforms. Compared with the traditional offline shopping method, the new generation of consumers advocates online shopping more. In the context of my country’s rapid economic development, the consumption power of young people has also improved. These factors are the development opportunities for Ali as the first domestic e-commerce company.

Alibaba Group has innovated the rural Taobao strategy, integrating rural Taobao into mobile Taobao. On the one hand, villagers can choose their favorite items on their mobile phones, and ask the rural Taobao shopkeeper to help them place the order. You can ask rural Taobao shopkeepers to help return them. On the other hand, when the crops that the villagers want to sell are mature, as long as they make a phone call to the rural Taobao store, a special person will come to the door to upload the crops to the Taobao store for sale. When the villagers receive the purchase order from the store, just need to do simple shipping work.

This measure has greatly opened up the Taobao rural market, expanded the customer base of Taobao, and solved a major problem in the crop economy, solved the problem of the retention and sale of rural crops, and received strong support from the government. The rural Taobao project not only solves the problem. The development of the rural economy has also promoted the further development of Taobao, making the development of the rural economy and Ali enter a win-win track. This initiative has greatly opened up the rural market of Taobao, expanded the customer population of Taobao, and also solved a major problem of crop economy, solved the problem of retention and sale of rural crops, and obtained the strong support of the government. The rural Taobao project not only solved the problem of rural economic development, but also promoted the further development of Taobao, so that the rural economy and the development of Ali entered a win-win track.

(1) In the scramble for the global mobile payment market, Alibaba’s overseas markets were under pressure from PayPa in mobile payment, and in the cross-border e-commerce cake division, it was blocked by strong opponents such as Amazon. In emerging markets such as Africa and India There are also companies similar to Ali in the market vying for the cake. It has only been a few years since Ali Taobao has gone international, and the competition to be dealt with in the future is still fierce.

(2) The e-commerce field in which Alibaba Group operates is the most competitive and largest field. The threat from other platforms is a huge challenge for Alibaba Group, such as JD.com, Amazon, Pinduoduo, etc. Among them, Pinduoduo, etc. Because the products on the platform are highly similar to Taobao, the homogeneity of products is extremely serious, and products with lower prices are often sought after by most customers, but in fact, the products on the Pinduoduo platform may be of lower quality, but this has not stopped Pinduoduo. It has further developed into one of the domestic e-commerce companies comparable to Ali. Alibaba Group must build its own all-round competitive advantage and deal with the threats and relationships with other e-commerce platforms. While the Alibaba Group is mainly engaged in e-commerce business, it should also continue to innovate, explore, and deeply cultivate other new business fields, focus on technological upgrading, and inject vitality into the enterprise through innovation to form a huge business volume.

(3) The operation mode of B2B e-commerce is simple and easy, and can be easily imitated and replaced. Under the Alibaba trading platform, the transaction of registered companies is the profit model of Alibaba Group’s business. However, there is a drawback to this profit model. When a long-term stable transaction relationship is established between registered enterprises, private transactions will be conducted, which has led to the loss of many merchants on Alibaba’s e-commerce platform. In addition, Alibaba’s e-commerce platform also has the potential risk of being “abandoned” by its registered enterprises when new e-commerce platforms emerge with lower fees due to the ease of entry of e-commerce platforms.

As shown in Table 5, to sum up, Taobao’s SWOT analysis can be viewed from four perspectives. The merchant’s reputation and the advantages of Taobao’s development are also opportunities for Taobao’s development. The disadvantages Taobao currently faces are brand influence and employee training, as well as capital investment and technology investment.

To sum up, the SWOT analysis of Taobao from four angles, the credibility of the business timely Taobao development advantages, but also Taobao development opportunities. The disadvantages of Taobao are brand influence and staff training, as well as capital investment and technology investment.

3.1 Lack of big data talents

Data science has only entered a stage of rapid development in recent years, and the cross-border e-commerce industry has only made progress in recent years. Among the two early-stage development industries, logistics management, e-commerce, international trade and large-scale Data technology compound talents. Due to the short development time, although some colleges and universities have opened majors such as e-commerce and big data, the training programs are still not in line with the actual needs of the industry, which eventually leads to the lack of professionals who understand big data technology in cross-border e-commerce companies. In addition, the cooperation between universities and enterprises to cultivate talents is not enough, and it is in a dilemma that enterprises hope that colleges and universities can cultivate relevant talents, but colleges and universities cannot clearly understand the needs of enterprises.

3.2 Lack of good logistics solutions

The current logistics and distribution problems of cross-border e-commerce companies mainly include the long cycle of distribution, the difficulty of returning goods, and the uncertainty of goods transportation. Among them, the shock of consumers from the joy of purchasing goods to the long-term waiting will affect their purchasing intentions. Cross-border logistics often involves multiple transportation processes, and the operation steps are complicated. Therefore, the return and exchange process will be more complicated than domestic return and exchange. Cross-border e-commerce companies will strictly control consumers on return and exchange applications, which further affects the purchase experience. In addition, there are many processes involved in cross-border logistics and transportation, and the logistics information during the transportation of goods cannot be updated in time, which makes the transportation of goods more uncertain, which will reduce consumers’ confidence in subsequent purchases of goods.

3.3 Difficulties in product promotion overseas

Domestic e-commerce companies have difficulties in product promotion in the initial development overseas. Due to the lack of understanding of the needs of overseas customers, and the differences between domestic products and foreign living habits, cross-border e-commerce companies often have product brand competitiveness problems, especially when it comes to conflicts of international political direction, the unsalable situation of products will be more serious. In addition, due to the earlier development of overseas local e-commerce companies, their market share and brand competitiveness are higher than those of my country’s cross-border e-commerce companies. It is still difficult to successfully promote my country’s cross-border e-commerce products overseas.

3.4 Insufficient product innovation and brand competitiveness

In recent years, the international political and economic conditions have improved slightly, but international trade barriers and trade protectionism are still widespread. This has hindered the development of small, medium and micro enterprises to a large extent, but the reason for these increasing risks is, in the final analysis, the lack of product innovation capabilities and brand competitiveness of small and medium-sized enterprises. Looking at the domestic enterprise circle, the competitive advantage of my country’s small and medium-sized enterprises is far less than that of large enterprises. Small and medium-sized enterprises lack the awareness of improving their product quality, internal control and providing the best products and services to consumers. However, how to improve the company’s competitiveness has become a key factor to make the company bigger or stronger. Most small and medium-sized enterprises ignore the development momentum brought by product innovation and the establishment of industry reputation, and only blindly gain advantages by squeezing profit margins and reducing prices, but this is not a long-term plan for the survival and development of enterprises. If my country wants to develop cross-border e-commerce, it also needs to improve product innovation capabilities and brand competitiveness.

4.1 Set up big data talent introduction plan

Talent introduction in the era of big data should comprehensively implement relevant plans from the perspectives of introduction paths, curriculum settings, and school-enterprise cooperation and training. The first is that talent introduction should broaden the path, and consider introducing talents with relevant knowledge and abilities from different countries and different majors, so that a pioneering team in relevant directions can be established first. The curriculum setting direction can arrange for colleges and vocational schools to match the needs of students in the formulation of student training programs, and set courses that best meet the current needs and capabilities of cross-border e-commerce, so as to achieve a high degree of correlation between school training and enterprise needs. Finally, establish a school-enterprise training base for cross-border e-commerce big data, so that students can practice the application of big data technology in cross-border e-commerce enterprises in advance, and can play a greater role in entering cross-border e-commerce enterprises. Through a questionnaire survey on companies that adopt the big data talent introduction plan, it is found that the proportion of compound talents in cross-border e-commerce enterprises has increased significantly after combining the big data talent introduction plan. The specific situation is shown in Fig. 2.

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The key connotation of big data is not to store enough data, but to use the stored data to predict future events, thereby providing value to users. At present, big data is mainly used in scientific research data analysis, business data analysis and risk prediction. In the era of cloud storage and artificial intelligence technology development in the future, big data technology will be effectively applied in more fields. Cross-border e-commerce enterprises can work with tax, customs and commodity inspection agencies to establish a cross-border logistics big data platform, innovate the current traditional cross-border e-commerce logistics solutions, and realize information sharing of e-commerce cross-border logistics. Combined with VR virtual technology, mobile APP, WeChat applet and PC web page, we can provide consumers with information on the transportation process of cross-border goods, so as to improve the transportation speed and improve the transparency of transportation process information, and increase consumers’ continued consumption. Through a questionnaire survey of enterprises that adopt the cross-border logistics big data platform scheme, it is found that the logistics efficiency of the relevant enterprises has been greatly improved after combining the scheme. The specific situation is shown in Fig. 3.

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In addition, the change in logistics efficiency also indirectly reflects the direction of consumers’ continuous consumption. Through follow-up investigations on related enterprises, it is found that consumers of cross-border e-commerce enterprises that combine cross-border logistics big data platform solutions are more willing to spend multiple times, and its specific situation is shown in Fig. 4.

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It can be seen from Fig. 4 that consumers’ willingness to continue to consume continues to rise, and the growth rate is also increasing year by year. In the future, consumers’ willingness to continue to consume will also continue to rise.

It can be seen from Fig. 4 that the willingness of consumers to continue to consume continues to rise, and the growth rate is also increasing year by year. In the future, the willingness of consumers to continue to spend will continue to rise.

Businesses compete. Through the analysis of the cross-border e-commerce enterprises that have adopted the analysis of the optimal solution of big data products, it is found that the companies that have adopted the relevant solutions have greatly improved their product sales and the competitiveness of foreign products. The specific situation is shown in Fig. 5.

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After World War II, the development of international enterprises has become a trend, and multinational companies and multinational operations have become more and more popular. There are many cases of failures in multinational operations, but successful companies are even more outstanding.

Big data technology can be combined with crawler technology to obtain consumer psychological demand data that cross-border e-commerce companies need abroad, and store the relevant data in the NO SQL database for disorderly storage. Combined with data processing and analysis software such as hadoop and spark Data technology can analyze the commodities most in demand by foreign consumers. Cross-border e-commerce companies are dedicated to product innovation and R&D based on consumers’ needs. In addition, in the direction of customer cooperation and business opportunities, data mining and analysis can also be used to preempt competitors. With the opportunity of cooperation, the competitiveness of cross-border e-commerce enterprises in the local area can be improved, and the products made can meet the actual needs of the local area. The market share will gradually increase in the future, and you can also start to cooperate with foreign local e-commerce companies.