Competitive strategy analysis of cross-border e-commerce platforms in the UK - taking AliExpress as an example

Abstract

AliExpress is an important cross-border e-commerce platform under Alibaba Group. With more than 200 countries and regions covered till 2022, AliExpress will be the largest B2C cross-border e-commerce platform in China. It has also built a productive logistics management feedback system. As one of the important target markets of AliExpress, the European market occupies an important position that cannot be ignored in terms of consumption potential, economic level, and e-commerce foundation. Therefore, occupying a certain market share in the UK market is indispensable for the current development of AliExpress. This paper adopts the SWOT analysis method, through the analysis of the internal advantages and disadvantages of AliExpress, and the analysis of the British market environment, to explore the advantages and problems of the cross-border e-commerce platform in the British market, and according to the analysis results, make corresponding recommendations in accordance with the rules of developing strengths, overcoming weaknesses, exploiting opportunities, and reducing threats.