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ISSN : 1229-9618(Print)
ISSN : 2671-7506(Online)
Chinese Studies Vol.71 pp.39-61

중국 전자상거래기업의 글로벌시장 진출방식에 관한 연구 ― 해외창고(海外仓) 방식을 중심으로

A Study on the Chinese Cross-Border e-Commerce Company's Mode of Entering the Global-Market : Focused on Oversea Location (海外仓)


Kim Kyung-Hwan


The purpose of this study is to identify the active cause of the overseas expansion of Chinese e-commerce enterprises through the way of entry. China's e-commerce company has grown into a global company thanks to the explosive growth of China's domestic market, and is making inroads into the global market based on this. The key to e-commerce is rapid delivery. Traditional international logistics, however, are not suitable for e-commerce because of their long delivery times and high logistics costs. It is the Oversea Location method that has emerged to compensate for these shortcomings. The Oversea Location method can secure sales opportunities by predicting the demand of local consumers in advance using the fourth industrial revolution technology and delivering products to local Location established there. In addition, products can be shipped to Oversea Location in advance during off-season, avoiding the peak delivery season and sending them to Oversea Location at low cost. In particular, the fourth industrial revolution technology was integrated into returns, exchanges, and product tracking to compensate for the shortcomings of traditional international logistics. Although risks arise if sales forecasts are missed, the Oversea Location method plays a major role in expanding Chinese e-commerce companies' influence in the global market based on these advantages. The Chinese e-commerce company is expanding its scope to the world market, not China's domestic market, based on the Oversea Location method.