Merchandising/Marketing/Retailing: Management

Understanding Fashion Cross-Border E-Commerce in China: A Study of Surviving Selection and Adapting Strategies

Authors
  • Yuhui Jessie Liu (University of Missouri)
  • Li Zhao (University of Missouri)

Abstract

This research delves into China's rapidly growing Cross-Border E-Commerce (CBEC) sector, exploring the dynamics, uncertainties, and adaptive strategies within the Chinese fashion CBEC market. Integrating organizational ecology and resource dependence theories, the study examines the evolution and success factors of Chinese fashion CBEC firms. Through in-depth interviews with 13 participants, the research identifies critical resources including e-commerce platforms and product resources and reveals three survival strategies: Platform-Dependent Strategy (PDS), Collaborative Platform Strategy (CPS), and Networking Strategy (NS). The findings stress the importance of diversifying platform choices and sourcing strategies for business survival. The study contributes valuable insights to the dynamic landscape of Chinese fashion CBEC, offering a foundation for further research and the development of effective strategies in this evolving market.

Keywords: Resource dependent theory, cross border e-commerce, business model

How to Cite:

Liu, Y. J. & Zhao, L., (2024) “Understanding Fashion Cross-Border E-Commerce in China: A Study of Surviving Selection and Adapting Strategies”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17241

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Published on
22 Jan 2024
Peer Reviewed
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