Abstract
This paper mainly discussed how to improve Chinese import retail e-commerce sellers’ competitive strategy. We took Porter's competitive strategy which includes product optimization strategy, cost leadership and reputation priority to analyze the competition through import retail e-commerce sellers. We have done the survey through questionnaire to several import retail e-commerce enterprises from 7 cross-border e-commerce pilot cities. We have chosen 3 kinds of best-selling goods with 150 sellers on Tmall International, observed 27 weeks and collected 4050 samples of business data. We took panel data regression to validate theoretical assumptions, and results support most of theoretical assumptions. We took another 2 variables to do the robustness test. The conclusions and suggestions would help to improve the competition strategy of imports retail e-commerce sellers. Furthermore, it would be a good proposal to the development of Chinese cross-border e-commerce market.
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