Research on Current Situation, Problems and Countermeasures of Cross-border E-commerce between China and ASEAN under the RCEP Background

¹ Chengdu Jincheng College, Chengdu, 611731, People’s Republic of China
² University of Melbourne, Victoria, 3010, Australia

^* e-mail: 105613742@qq.com

Abstract

In recent years, the scale of cross-border E-commerce in China has developed rapidly. ASEAN is an important market of cross-border E-commerce in China. With the signing and entry into force of RCEP, the favorable factors such as the decline of raw materials, production costs and commodity prices of the contracting countries will bring many opportunities as well as a series of challenges to the development of cross-border E-commerce between China and ASEAN. How to grasp the new opportunities brought by RCEP to promote the high-quality development of cross-border E-commerce in China is an urgent problem to be solved. Therefore, based on the analysis of the current situation of cross-border E-commerce cooperation between China and ASEAN and the customer portraits of some ASEAN member countries based on data mining, this paper finds out the existing problems, and puts forward some solutions from the aspects of optimizing the supervision system, establishing overseas warehouses, carrying out precise marketing, and cultivating compound crossborder E-commerce talents, so as to provide targeted reference value and practical guiding significance for cross-border E-commerce for China to seize opportunities and meet challenges under the RCEP background.