Cross-Border Electronic Commerce Development Present Situation and the Innovation Research in China

With the opening of China’s national gate, China’s economy has entered a stage of rapid development, and the development of cross-border e-commerce is extremely strong, which has greatly impacted and affected the international trade market. The article is organized as follows 3 parts: based on the summary of the new development trend of global e-commerce, this paper analyzes and studies the different aspects of how to conduct innovation in e-commerce according to China’s national conditions and the status quo of China’s e-commerce trade, and finally obtains innovation research in China. The new trend includes innovation of profit model, innovation of marketing model and innovation of supervision mode; China’s e-commerce innovation is characterized by diversified development of profit model, and enhances competitiveness and marketing mode through integration of value-added services with logistics and supply chain. Including B2C mode, direct supply mode, B2B mode and Amazon integration, B2B and B2C access, and the innovation of supervision mode should be the conclusion of the comprehensive management of relevant ministries and commissions, joint management and unblocking of various functional departments.


Business Diversification
The business of e-commerce companies tends to be more diversified. The Amazon website in the United States was founded in 1995. In addition to music and books, there are quite a few types that can satisfy the consumer needs of various consumers. At the same time, it gradually launched third-party open platforms, network services, Prime services, outsourcing logistics services to third-party sellers, self-service digital publishing platforms and other services, which made it beyond the scope of online retailers and became an integrated service provider.
China's Jingdong Mall officially entered the e-commerce field in 2004. At the beginning of its establishment, it only positioned the website to sell household appliances. Today, Jingdong sells a wide variety of products, relying on the unique advantages of Jingdong logistics and service quality. It has maintained a high growth rate in the field of e-commerce.

Trading Terminal Mobilization
Between 2011 and 2016, global online retail transactions increased from US$860 billion to US$192 billion, with an average annual growth rate of 17.4% [5]. In the first half of 2017, the scale of cross-border e-commerce transactions in China was 3.6 trillion yuan, a year-on-year increase of 30.7%. Among them, the export cross-border e-commerce transaction scale was 862.4 billion yuan (including: imported B2B, B2C, C2C). In 2017, the total value of retail import and export through the customs cross-border e-commerce management platform reached 90.24 billion yuan, a year-on-year increase of more than 80% [6]. These amazing numbers are all due to the rapid development of mobile Internet, and consumers have more choices in mobile devices and payment methods when they consume online. Mobile devices have spurred the development of e-banking and various online payments, while at the same time bringing more convenient and faster services to online e-consumers.

Payment Terminal Diversity
Global e-commerce transaction payment methods tend to be diversified. Paypal, the world's largest payment service for online electronic transactions, was American Journal of Industrial and Business Management founded in the late 1990s. The company's initial stage was to receive consumers of international payments. By 2014, consumers of cross-border e-commerce transactions were using Paypal software. The number of people who consume is more than 87% of all cross-border e-consumers. Well-known websites in some countries around the world also work with Alipay to achieve cross-border payments. For example, in order to facilitate Chinese consumers to purchase Korean local products, Lotte Duty Free Shop in South Korea can choose Alipay to pay in the payment process, eliminating some currency exchange processes and making cross-border e-commerce more convenient. In 2014, Alipay reached a partnership with American online payment company, which provided great convenience for Chinese buyers' cross-border online consumption. In addition, today's Samsung and Apple have designed and applied NFC payment features. Through NFC technology, consumers' mobile phones can be used as a mobile payment tool for more convenient consumption.  2) "cross-border online shopping" and "procurement service" develop rapidly Due to the continuous development of technology, more and more netizens have emerged. With its low investment and convenient world transportation system, Haitao has become one of the most popular shopping modes in the world. With the expansion of cross-border e-commerce, the "cross-border online shopping" and "procurement service" in the global cross-border e-business have developed rapidly, and at the same time, it has brought development and competition.

Overview of Cross-Border E-Commerce in China
The advantage of overseas shopping is that the product quality is good, the W. J. He, Y. M. Xu  discount is much, and the brand is fashionable. The biggest advantage of "Hao Tao" is the safety of goods. In addition, due to the high domestic tax price and the high quality and low price of foreign goods, the "cross-border online shopping" group has begun to develop and expand rapidly. The purchasing process includes the search and selection of consumer goods, the selection of the purchasing store, and the payment of the price including the commodity price, the logistics fee and the purchasing fee after negotiation. After confirming the order and payment, the purchaser outside the country will purchase the goods ac-  and "Light in the box". Dunhuang Network is the innovator of B2B, and the transaction volume has always maintained the first position in the Asia-Pacific region. "Light in the box" Gathering is constantly transforming with the department store-style operation mode. Therefore, this article will use "Light in the box" as the B2C representative. B2B represents separate exploration and analysis showing in Table 1.

Main Platform and Trading Methods for Cross-Border E-Commerce in China
2) "Light in the box" "Light in the box" is a multinational B2C company founded in 2007. It is an online B2C that integrates supply chain services in China. The company has a range of suppliers and has its own data warehouse and long-term logistics partners. At the beginning of the establishment, the world was in the midst of a financial crisis. At the time, "Light in the box" positioned the company as an e-commerce integrated supply chain serving small and medium-sized enterprises around the world. Its main customers were from Europe and North America.
In 2012, the proportion of foreigners among customers accounted for 98% of the total number of customers. In the initial stage of "Light in the box", its platform is mainly based on the marketing of electronic products, but the profit is relatively small. The company began the transformation path and began to expand the product range of its own trading platform, and began to turn to more profitable products, such as electronic accessories and clothing, and regularly adjust the product categories to maximize profits.
It uses a department store-style operating model: a) Supply Chain Management: "Light in the box" has an extremely efficient management mode in the management of supply chain. This not only improves the turnover rate of funds and inventory, but also makes the output value of the enterprise huge, and there is no remaining inventory. "Light in the box" of custom-made products usually uses a dedicated team of experts to contact the supplier and directly transfer the actual guidance plan and operation plan with the production line, which greatly improves the quality of the product and also improves the quality. Efficiency, generally the entire process down time can be controlled in 10 -15 days, and in the shortest time to the "light in the box" collection warehouse. When receiving the order, "light in the box" will collect the goods in the warehouse in advance, which can improve the delivery efficiency, b) Marketing model: "Light in the box" is soaring development can be attributed to its successful network marketing model. "Light in the box" is not keen on the establishment of channel brands, but more emphasis on marketing methods that directly drive sales: engine marketing, email marketing and affiliate advertising programs, etc. The search engine is "Light in the box" most important marketing model, and Facebook is the main channel for "Light in the box" to launch a social marketing model. There are also many companies that have taken the initiative to find the "Light in the box" collection and proposed to jointly establish an alliance marketing plan to achieve the goal of mutual profit.
So far, the number of websites that "Light in the box" has been advertising on the website has exceeded 100,000. This amazing number has also made "Light in the box" more and more users, which brings huge profits to the company.
c) Logistics and distribution: Like other cross-border e-commerce enterprises and companies, "Light in the box" still has certain problems in logistics and distribution, especially cross-border logistics and distribution. In the 2014 financial statements, its logistics expense rate was 4.89%, but this data has some error with the actual situation, because the logistics cost in the data is the sum of the storage cost and the order payment cost, and the cost of order processing and logistics distribution is not included. If the logistics cost is calculated separately, the proportion is about 23.8%. Although "Light in the box" gathers to ensure the quality of the products sold to reduce the return rate, cross-border logistics is always an important question is how important cross-border logistics is to B2C.
3) "DHGate.com" "DHGate.com" is China's online foreign trade B2B platform, serving many small and medium-sized suppliers, collecting rent, free registration, providing them with the latest and most effective trade information. "DHGate.com" has organically integrated e-commerce and traditional international trade, and has become a well-deserved innovator of B2B2.0. According to statistics from the world's largest PayPal payment platform, the online transaction volume of "DHGate.com" has always been at the forefront of the Asia-Pacific region. The trading process of "DHGate.com" is as follows: First, the buyer selects the preferred product in "DHGate.com" online and pays through the Paypal payment platform; next, the seller confirms the cargo information and the buyer's request, prepares the goods; after that, the seller delivers the goods to the logistics company. The process; after that, the buyer receives the goods and confirms the receipt and payment; in the end, the "DHGate.com" will charge the seller's account and the transaction is completed.

Major Export Market for Cross-Border E-Commerce in China
According to a report released by PalPay in 2013, consumers in the US, Germany, and the United Kingdom like to buy products from China online. The author American Journal of Industrial and Business Management through the report data, the list is as follows: Figure 3 is the data of the world's major website hotspot countries, Figure 4 is the proportion of netizens who tend to shop in China. The US website is the hottest, but consumers who are interested in purchasing on the Chinese website account for the largest share of Germany, followed by the United States and Germany.
According  year. Table 2 shows the distribution ratio of China's exports in major Asian

Promote Cross-Border E-Commerce Related Policies in China
In

1) Diversification
The diversification of corporate positioning has become a new direction for corporate profit model innovation. WeChat is fully deployed in the O2O field.
WeChat will identify the merchants and users through QR code identification to form an SNS in the form of "acquaintances". The cooperation between TenPay to the current sales of clothing, books, electrical appliances, jewelry and so on.

2) Increase competitiveness through value-added services
Enterprises must carry out innovation in the profit model, and must strengthen and expand their own industries, and they can bring innovation to the enterprises through the "retail" to drive the profit model of their own industries.
For example, the products sold on Jingdong are not monopolized and can be seen on other e-commerce websites. However, Jingdong has greatly increased its competitiveness in e-commerce with its own logistics industry, and has stood out. Another example is Amazon. Although e-commerce is in full swing, its e-commerce development has also driven its own logistics services. The most important thing is that Amazon's cloud computing revenue is very impressive.
Therefore, it is possible to bring innovation to the enterprise through the "retail" to drive the profit model of its own industry.
From the point of view of sales promotion, after-sales service itself is also a means of promotion, and high-quality after-sales also enhances competitiveness for e-commerce platforms. E-commerce, represented by Jingdong, also launched a value-added service that "replaces only repairs". Once the product has a performance failure during the service period, JD will immediately replace the new machine for the consumer instead of repairing the old machine. The biggest after-sales service advantage of Vipshop is to promise unconditional return for 7 days, but when the goods are not satisfied, the consumer can make an unconditional return refund, and the postage generated by the return, Vipshop will also be refunded in the form of a voucher. Go to the consumer's Vipshop account.

Marketing Model Innovation
In recent years, China's cross-border e-commerce has developed rapidly, and In 2015, Hangzhou Customs will make the first cooperation attempt with Tmall International. The goods of "Hao Tao" customers will automatically pay taxes, prepaid taxes and fast customs clearance when entering the customs. After the quick customs clearance, the goods will be delivered to the consumers as soon as possible to improve efficiency. Vipshop will create great benefits and carry out its own optimization and development.

Data Resources and Big Data Management
In August 2015, the State Council issued the "Outline of Action on Promoting the Development of Big Data", which also marked the strengthening of the government's efforts to promote the data age. The key point of the two innovations is the use of data, which is a potential profit point for enterprises. The platform of big data has gradually become an indispensable data normal system. It is also closely connected with big data through traditional analysis methods. The gap between the data department and the business department of the enterprise will establish stable cooperation through data contact. relationship. The latest research in foreign countries shows that many companies pay more and more attention to the construction of big data and increase investment in the components of data. The main reason is that big data can optimize services according to the actual situation displayed by data analysis. Make important decisions such as improving user satisfaction. Tools that use data analysis and data have provided useful information for business decisions. 1) Big data chain The data chain includes collection, aggregation, collation, analysis, conversion and application. According to the latest data, Amazon's financial report released in the first quarter of 2015 shows that Amazon AWS cloud computing services have annual revenues of US$5 billion. E-commerce moves to data and cloud computing derived from e-commerce. Cloud computing uses idle IT resources to build elastic cloud computing and provide computing and storage lease services. Its high efficiency and low price advantage make Amazon the largest share of the global cloud computing market. Amazon launched its own cloud database service through its own data center, attracting large customers to move from their local data center to their own cloud. The large amount of data accumulated by its platform, through programmatic operation, analysis of data, has drawn conclusions and provided strong data support for later transformation and application. By strengthening the curiosity of corporate executives and employees on data, and using this curiosity to drive the growth, analysis and application of big data. In this way, the optimization of the next work is optimized.
Many cross-border platforms launch big data tools based on the needs of example is AliExpress's "data aspect" analysis tool, which includes the relevant data of the store and a large amount of industry data.

2) Data Capitalization
At present, many existing large enterprises optimize assets for their original data, and create data assets to build a data asset operation system. The key point of the establishment of an efficient data asset operation system is the standard and specification of data. This is related to the later processing analysis, and the control of data will bring effective convenience to the development of the enterprise. The Wish platform is a mobile-focused platform that collects the fragmented needs that customers have previewed when using their apps, organizes the data to understand customer preferences, and recommends relevant products to customers accordingly. The Wish platform uses the algorithm system to recommend beautiful pictures of products to customers, enhancing the user's viscosity.
Well-known companies that have already seen data analysis, such as Baidu, Google, Alibaba, Amazon, etc., are very prominent in cloud computing, which will also analyze and process the large amount of data that is silenced in cross-border e-commerce platforms. Management for effective analysis and decision making. For example, Amazon uses its own data to make the distribution of users' geographical locations in different regions, the purchase volume of different types of products, and the needs of users as one of the basis for marketing decisions, because it is necessary to establish a warehouse and its own logistics.
Now, Amazon has big data to string the entire supply chain into an automated system: the timing of a purchase, the number of suppliers, and the choice of suppliers are all automatic. As a result, transportation time, transportation costs and human resources are saved, efficiency is improved, and higher economic benefits are created.

1) Relevant ministries and commissions should be integrated
The central government has promulgated a series of related measures to pro- inspection and quarantine declaration and release business process management procedures" stressed that China's cross-border electronic market needs to manage each other, which will be based on cross the characteristics of e-commerce are determined [8]. The inspection and quarantine department has all the business departments involved in its management. This is for the supervision and testing of goods for cross-border e-commerce, as well as for food and shelter.
Each department has its own functions and has developed its own characteristics. Some standardized measures to avoid some contradictions and neglected places as much as possible.
3) Unblocking combined with long-term governance a) Introducing the concept of "classification management" Through analysis, it is divided into three categories: the first cross-border e-commerce is not feasible, such as negative breeding materials, and the second is to limit cross-border e-commerce, such as New Zealand's kiwi, American cherry imports, and the third is Open cross-border e-commerce, such as anti-fraud items, can be opened.

Conclusions
In Second, China's e-commerce innovation is manifested in: 1) Diversified development of profit model, enhancing competitiveness through integration of value-added services with logistics and supply chain; 2) Innovation of marketing model, in which B2C model is efficient in supply chain management. The mechanism requires shortening the manufacturer's purchase supply chain and achieving higher gross profit; the biggest advantage of the direct supply mode is that the link is controllable, the direct mail and distribution are simplified to the maximum extent, and the efficiency is improved; the integration of Amazon and B2B mode requires establishing its own logistics. Chain, improve efficiency to provide high-quality services; B2B and B2C open, through the integration of suppliers to develop a distributor system, improve resource utilization and improve services; other marketing innovation models, with Vipshop as an example, unique marketing means and through the analysis of big data at headquarters to allocate global resources and optimize the supply chain, to deliver goods to consumers as fast as possible; 3) Data resources and big data management, to integrate information by making full use of big data Chain to realize the assetization of information and improve economic efficiency. 4) The innovation of the supervision mode should be: comprehensive management of relevant ministries and commissions. There are many types of commodities involved in cross-border electronic trade in China. All categories of departments should cooperate with each other and be strictly supervised; all functional departments should jointly manage and constrain them according to their own characteristics. Strictly crack down on and deal with counterfeit and shoddy products in the market; combined with long-term control of unblocking and blocking, it is necessary to encourage and prevent foreign goods from entering the customs, so as to prevent and combine and promote the health of China's cross-border e-commerce trade market.

Conflicts of Interest
The authors declare no conflicts of interest regarding the publication of this paper.