Improving B2B2C Strategies through Digital Technologies for Cross-Border Commerce between Thailand and China

Abstract

Today's world is moving toward a New Normal Life style, particularly in regard to e-commerce methods and updated platforms. Cross-border e-commerce transactions between China and Thailand have grown rapidly due to China's “Belt & Road” policy, Free Trade Zones and the background of current Thai Industry policies (5.0). Culture, changing consumer habits, language differences and cumbersome cross-border trade procedures between the two countries are the main elements hindering development of the regional economy. This new business environment requires new strategies. To solve the problem of Business to Business to Consumers (B2B2C), this article comprehensively analyzes the advantages and geopolitical benefits of China’s Guangxi and Sichuan Free Trade Pilot Zones under the ASEAN framework. Based on the WeChat platform, the computer programming language, location-based services technology, management information system, ThinkPHP (Backstage) and Tencent Cloud Pagoda Panel are comprehensively applied to WeChat developer tools, then combined with the characteristics of Thai products to create rich content and scan the WeChat applet. The applet will serve Thai merchants by helping them overcome language barrieres, cross-border transfers, and post-sales services. Through the B2B2C business model, the current direct mail business model based on data packets can only sell a defined quantity of products. At the same time, it will better serve consumers by encouraging them to buy high-quality and inexpensive Thai products.