Abstract
In recent years, the rapid development of China's cross-border e-commerce industry has led to the birth of many cross-border e-commerce platforms, while the outbreak of COVID-19 has brought about a strong impact on both daily life and economic development. In this context, this paper mainly uses the case analysis method and takes Koala as an example to analyse its development strategy's internal strengths and weaknesses as well as external opportunities and threats through SWOT analysis. From the conclusions of the study, it is clear that as a cross-border e-commerce platform, Koala has both unique and universal strengths and weaknesses, while facing the same opportunities and threats as other cross-border e-commerce platforms. This paper not only fills the gap of relatively little research on Koala, but also proposes targeted and innovative suggestions, with a view to enhancing the competitiveness of the company and providing a reference for the future development of the cross-border e-commerce industry.
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