Abstract

Currently most cross-border e-commerce sellers are engaged in cross-border e-commerce through mainstream third-party platforms. But increasingly fierce homogenization competition on third-party platforms, sharp decline of traffic dividends, constantly iterative rules and changing policies, compressed profit margins all make it more and more difficult for the sellers to secure a place in marketplace. As a result, many sellers have begun to look for new growth models and independent station is one of them. This paper introduces the overall development of China’s cross-border e-commerce and background of the rise of independent station and its overall development over the last a few years. The paper explains how independent station works by making a contrast with third-party platforms, and exemplifies causes of the rise of independent station from several aspects through elaborating its benefits over that of third-party platforms and reasons why cross-border e-commerce sellers are turning to independent station. Based on the general introduction of the fundamental basics of independent station, the papers mainly elaborate the currently popular independent station operation models by explaining their characteristics, comparing their advantages and disadvantages of each of the models as well as giving examples of representative independent station companies. Since independent station is relatively a new mode of cross-border e-commerce and its development is immature thus the paper discusses some problems of independent station for the purpose of offering inspiration and enlightenment for cross-border e-commerce independent station sellers.

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