Abstract
At present，economic globalization has experienced a counter-flow. The impact of the epidemic has not completely faded. The world economy is facing a strong headwind. China’s foreign trade is under the descending pressure. The report of the 20th National Congress of the Communist Party of China put forward “Promote the trade in goods optimizing and upgrading，innovate the development mechanism of the trade in services，develop the digital trade，and accelerate the construction of the great trade country”. How to play the important role of cross-border e-commerce in stabilizing the supply chain and industry chain of the foreign trade，deeply participating in the global industrial division，and accelerating the construction of the great trade country which are the historical mission of cross-border e-commerce and also the long-term value of China’s cross-border e-commerce industry. With the theme of “Focus on the Long-Term Value of Cross-Border E-Commerce Industry”，the blue book comprehensively summarizes the new environment，the new characteristics and the main challenges of China’s cross-border e-commerce in 2022，and deeply analyzes the development trend of China’s cross-border e-commerce in 2023，and explores the development path to realize the long-term value of the cross-border e-commerce industry in order to promote the long-term sustainable development of cross-border e-commerce comprehensive test areas and help Chinese brands going overseas with high quality.In 2022，cross-border e-commerce shows the great vitality of the market and the resilience of growth. Cross-border e-commerce market continues to expand. The import and export of cross-border e-commerce have reached 2.11 trillion Yuan and 9.8% Year-on-year growth. It will become a new channel for foreign trade，a new driving force for transformation and upgrading，and a new engine for high-quality development. Cross-border e-commerce comprehensive test area continued to expand and approved twice a year，adding 60 cross-border e-commerce comprehensive test areas. The total number of cross-border e-commerce comprehensive test areas reached 165，covering 31 provinces and cities all over the country. Guangdong，Zhejiang，Jiangsu and Shandong achieved full coverage. The cross-border e-commerce import market presents “The Amalgamation of Ice and Fire”，and the variety of cross-border e-commerce import goods is gradually enriched. The medical pilot program of the cross-border e-commerce retail import has been officially launched. However，the developing road of cross-border e-commerce import entrepreneurial platform is extremely difficult. MIA is forced to transform，the future of YMATOU is dim，the market share of Vipshop declined further，and the import market resources are accelerated to concentrate on the platform tycoon. The export market of cross-border e-commerce presents the trend of all-platform and all-channel layout. Chinese Internet companies have expanded their overseas e-commerce business. Pinduoduo has been online a cross-border platform Temu. SHEIN has turned to the comprehensive e-commerce platform. TikTok has accelerated to complete the closed-loop of e-commerce. Cross-border e-commerce enterprises have expanded the multi-channel of going overseas，forming an omni-channel matrix including third-party platforms，stand alone website，social media and offline entities. In addition，more and more emerging digital technologies enable the development of cross-border e-commerce. The “collision” between AI，blockchain，metaverse，ChatGPT and cross-border e-commerce has brought infinite imagination to the cross-border e-commerce industry.Under the combined effect of repeated epidemic，inflation，geopolitical crisis and other factors，the global economy has shown the trend of recession，consumer demand has weakened，and the operating cost of platform have risen. Cost reduction and efficiency increase have become the main theme of cross-border e-commerce sellers in 2022. When the cross-border e-commerce industry has entered the stage of stable growth from barbaric growth，focusing on the refined operation of enterprises has changed from optional to necessary，and building a private domain flow has also become the focus. The refined digital operation has become the “first driving carriage” of cross-border e-commerce sellers to reduce costs and increase efficiency. When the traditional distribution mode gradually fell from the altar，the sellers’ business focus shifted from “polishing products” to the strategy of “product-based，taking brand as the moat”. The model of DTC going overseas has risen rapidly，and branding has became the “second driving carriage” for cross-border e-commerce sellers to reduce costs and increase efficiency. When the dividend of flow and the dividend of operation at the peak，the competition of cross-border e-commerce has shifted from the front-end sales to the back-end supply chain，and the construction of supply chain has become the “third driving carriage” and core competitiveness for cross-border e-commerce sellers to reduce costs and increase efficiency. When brand going overseas in global market，it needs to achieve product and business model innovation through localized operation. Localized operation becomes the “fourth driving carriage” for cross-border e-commerce sellers to reduce costs and increase efficiency and build global brands.In 2022，the cross-border e-commerce industry experienced a “greatly shuffle cards”，cross-border e-commerce is still a big market. How to improve the ability to resist risks and shift to high-quality growth has become a common topic for all enterprises. The old balance has been broken，and the new order is being established. Only by adhering to the long-term principle，focusing on products and users，we will find the “key” for enterprises to achieve stability and prosperity.
