Digital Marketing and B2B Cross-Border E-Commerce: A Case Study of Alibaba International Station in China

The rapid development of the “Internet+” has ushered in a new era of global digital technology innovation. Concurrent with the deepening trends of economic globalization and integration, international trade is progressively undergoing extensive digitization, with cross-border e-commerce emerging as a significant manifestation of this transformation. Within this landscape, the cross-border e-commerce B2B platform is anticipated to become a pivotal driver for China’s cross-border trade growth, representing a strategic opportunity for trade transformation. This paper provides a comprehensive examination of the concepts, characteristics, and development status of cross-border e-commerce and B2B platforms, considering both global and Chinese perspectives. Focusing on a prominent case study, Alibaba International Station, a B2B cross-border e-commerce platform, the paper delves into its business model and core competencies, offering a thorough analysis of its role in the intricacies of international e-commerce and its contribution to the field. Drawing on insights gained, the paper concludes by presenting targeted recommendations from both the platform and government perspectives. These suggestions are informed by a nuanced understanding of the development opportunities and challenges facing China’s cross-border e-commerce B2B platforms.