Online and Offline Integration Development of Yiwu Cross-border E-commerce in Digital Economy Era

Abstract

Zhejiang Province was approved to establish the first batch of national digital economy innovation and development pilot zones, the development trend in five years will focus on digital industrialization, industry digitization and governance digitization. Cross-border e-commerce is one of the important components of the digital economy, has experienced rapid development in recent years, especially during the COVID-19 pandemic. As the largest small commodity wholesale market in the world and the only county-level city in the approved comprehensive test area of cross-border e-commerce, Yiwu should pay more attention to the integration of online and offline markets to promote the steady and healthy development. By analyzing the pain points and difficulties in the development of traditional cross-border e-commerce, this paper discusses the ways to realize the transformation and upgrading of Yiwu’s foreign trade and accelerate the transformation and development of regional economy, to promote mass entrepreneurship and innovation. Strive to build a new mechanism for the integrated development of online and offline marketing channels of cross-border e-commerce based on big data and promote the faster and more orderly development of cross-border e-commerce industry in central and western Zhejiang and even surrounding areas in the digital economy era.