Abstract—As a new commercial format, cross-border e-commerce has been getting rapid development under Chinese policies’ support. The competitiveness of the whole industry has been becoming fierce. Private brand is a mature business model to reduce costs and improve cost-effective, which has been widely used in western traditional retailer. In recent years, cross-border e-commerce enterprises have been building their private brands to enhance the competitiveness of differentiation, and expand their development ecosystem, as well create international private brands. However, there isn't a complete theoretical basis and mature strategic systems on the private brand building of cross-border e-commerce enterprises. This paper firstly analyzes the status quo of cross-border e-commerce private brand and the importance of private brand building. And then analyzes characteristics and main problems of cross-border e-commerce private brand, combining with traditional retailers’ private brand building. Finally, this paper puts forwards strategies of Chinese cross-border e-commerce private brand building.

Index Terms—Cross-border e-commerce, private brand, private brand building.

The authors are with Business Department, Beijing Institute of Fashion Technology, Beijing, Chaoyang Zone, China (email:1029760186@qq.com).

Cite: Zaipeng Liu, Xiaoyu Jiang, "Research on the Model of Cross-Border e-Commerce Private Brand Building," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 7, no. 4, pp. 239-245, 2017.