Analyzing the Phenomenon of "Removing the Cross-border" in the Retail Import Cross-border E-commerce Market

GUAN Rong-wei1，2 （1.Henan Institute of Engineering，Zhengzhou，Henan451191，China；2.China University of Mining and Technology，Xuzhou， Jiangsu221116，China）

Abstract：Cross- border e- commerce market has entered a stage of steady development；domestic electricity supplier enterprises，foreign electricity supplier giant，Internet corporations and the newly established independent cross- border ecommerce enterprises constitute the main camp. Following a series of new policies issued in 2016，retail import cross-border ecommerce platforms show a phenomenon of "removing the cross- border". The specific performance includes：first，adding domestic goods and reducing the proportion of cross-border business；second，increasing the category and increasing the sale of non- standard products；and third，reducing the number of bonded imports and expanding the category and proportion of direct mail. The purpose of "removing the cross-border" is to adapt to the flexible policy and the increasingly fierce market competition. After the "removing the cross- border"， the retail import cross- border market will be standardized， mobilized， and intelligentized. In order to reduce business risk，enhance the competitive advantage，and obtain the favor of the capital market， the retail import cross-border e-commerce enterprises need to make adjustment and innovation，such as the operation of online and offline channels，commodity diversification，market segmentation and the comprehensive application of new technology.

Key words：retail import cross-border e-commerce；removing the cross-border；non-standard product；online and offline in⁃