(1) Introduction
Under the trend of economic globalization, world trade has been growing rapidly, and trade exchanges between countries have become more frequent. With the continuous use of new technologies, the rapid development of cross-border e-commerce in China has also been promoted to a certain extent. However, due to the late start time, there are also many problems compared with advanced countries in terms of overall technology, such as high logistics cost and low work efficiency, which also greatly restricts the development of foreign trade. Therefore, at this stage, it is of profound practical significance to study the shortcomings of e-commerce logistics in China, and to solve them and build an effective operation mode.
(2) development status of cross-border e-commerce in China
According to the cross border e-commerce 2019 released by the Ministry of Commerce, the total import and export volume of e-commerce that passed the customs inspection and release reached 134.7 billion yuan, an increase rate of 49.3% compared with 2018. By the end of 2018, 17 countries had signed bilateral e-commerce cooperation with China, covering major countries in Europe, America, Africa and Asia. The national e-commerce transaction volume reached 31.6 trillion yuan, an increase of 8.5% year on year. At the same time, the rapid development has also stimulated the real economy. For example, in Pujiang County of Chengdu, Sichuan Province, many rural youths who work abroad have also returned home to establish rural e-commerce, selling agricultural products to all parts of the country, solving the employment problem while solving the rural surplus agricultural products.
(3) development status of cross-border e-commerce logistics
3.1 nonstandard behaviors in the industry, affecting the development of e-commerce
In recent years, the domestic logistics industry has realized leapfrog development thanks to online shopping, and many excellent logistics enterprises such as "four links and one Da" and "Shun Feng" have also achieved rapid growth. However, generally speaking, they are still at a relatively backward stage in terms of operation mode. Both labor productivity and enterprise operation efficiency are at a low level, and it is difficult to meet the complicated needs of e-commerce such as multiple varieties and small batches, Many logistics enterprises are also used to operating according to the previous mode, ignoring the potential market demand and hindering the further development of enterprises. In addition, due to the small scale and weak strength of some logistics enterprises, it is difficult to meet the actual needs of customers in such a competitive market. The logistics outsourcing business mainly focuses on the traditional transportation and warehousing business. Obviously, this operation mode is not only low, but also seriously affects the normal development of e-commerce.
3.2 insufficient cross-border e-commerce logistics policy support
Since 2013, the Ministry of Commerce has successively issued many policies to promote the rapid development of the industry, and put forward effective targeted measures for retail enterprises in terms of customs inspection and quarantine and taxation. Now, this has played a positive role in promoting Alibaba, which is a very representative in the field of e-commerce, and it is also an opportunity that can be met but not sought. However, in general, compared with developed countries, China has insufficient policy support, which has hindered the rapid development of related enterprises to a certain extent.
3.3 lack of professional services
Although it has benefited from the rapid development of the domestic economy in recent years, the logistics companies in the foreign environment have not attracted the attention and attention of the industry. In addition, it does not have great advantages in quantity, which leads to huge communication and communication obstacles in cross-border logistics transportation. In addition, there are very few enterprises in China that can provide services for cross-border e-commerce logistics, nor can they provide professional services. As a result, business cooperation is still carried out according to the domestic traditional transportation mode, which restricts the pace of China's logistics enterprises to enter the world, and there is a great mismatch with the booming logistics industry in China.
At present, the efficiency of the domestic logistics and transportation industry has been greatly improved. The enterprises represented by JD Shunfeng can achieve the same day delivery, and some regions can achieve the next day delivery. However, there are great deficiencies in cross-border e-commerce logistics. The construction of the logistics system is still in the initial stage. In addition, the start time is relatively late and the construction of relevant infrastructure is not mature. As a result, the cross-border logistics can not satisfy the market, and the logistics industry is also facing huge market competition pressure. In the whole system, the relevant infrastructure has not been implemented and improved in many links, such as warehousing, customs declaration and quarantine inspection, which has led to difficulties in meeting the current booming cross-border e-commerce demand.
(4) suggestions on improving China's cross-border e-commerce logistics
4.1 improve the legal mechanism
As an emerging industry, cross-border e-commerce adheres to the idea of exploring while solving the problems in its development. Having a good legal environment can greatly promote the rapid development of e-commerce and logistics industry, and is conducive to improving the production efficiency of the industry. With the vigorous development of cross-border e-commerce, the continuous improvement of existing laws and regulations is the need of the industry and the market. The law will play a role in protecting both related enterprises and consumers. At present, China also lacks corresponding policy support for the development of e-commerce. Government departments should introduce new policies as soon as possible to promote its rapid development and increase support for cross-border e-commerce logistics.
4.2 establishment of strategic alliance
From the perspective of the development of e-commerce enterprises themselves, although the income of enterprises will be greatly improved by setting up self operated logistics, the investment of capital is obviously prohibitive for many enterprises. Take jd.com as an example, through years of efforts, it has established a very perfect logistics system throughout the country, but its investment is as high as 10 billion yuan. Therefore, it is obviously unrealistic for other enterprises to copy the model of jd.com and carry out self operated logistics overseas. Therefore, based on the reality and considering the operating cost, e-commerce enterprises can also carry out logistics cooperation to cope with international competition. In this regard, a unified logistics and storage center can be jointly funded by multiple companies, which can effectively reduce unnecessary logistics expenses and help cope with the impact of international competitors through multi-party cooperation. Of course, we can also establish a unified storage center in China, so that services from all over the world can enter a unified distribution center, and then deliver goods according to the corresponding instructions. Obviously, this strategic alliance can not only effectively save the capital expenditure of enterprises, but also realize the optimal allocation of resources.
4.3 provide professional logistics services
In our country, the third-party logistics companies are common, such as the famous domestic Shunfeng, home delivery and so on. But looking overseas, especially the third-party enterprises that provide specialized logistics for cross-border e-commerce are very few. There are great differences between cross-border e-commerce and domestic e-commerce, and the transactions, processes, services and operations between countries are relatively complex. In this process, many procedures such as international transportation, customs declaration and inspection are involved. As an ordinary e-commerce enterprise, it will also encounter many difficulties in its actual operation. If a specialized company handles these problems for it, it can not only effectively improve the logistics operation efficiency, but also reduce the operation cost and improve the customer's shopping satisfaction.
4.4 establishment of overseas storage
This is based on the actual demand of the current e-commerce enterprises to go to sea. Considering from the cost, most of them choose outsourcing. Obviously, taking this measure is fully in line with the actual needs of the enterprise's own development. If they want to carry out the business in a self-supporting manner, the pressure on capital is unbearable for most enterprises. However, for large-scale cross-border e-commerce enterprises, it is not only necessary to consider the cost factor, but also need to comprehensively analyze various aspects, such as customer satisfaction, commodity management, inventory control and so on. Its main role is to improve customer satisfaction, obtain potential market users, and reduce the inventory pressure of enterprises. Therefore, for many cross-border e-commerce enterprises, this is a relatively effective operation mode.
4.5 "single" cross-border e-commerce logistics mode
In today's increasingly fierce competition among cross-border e-commerce enterprises, in order to improve the timeliness of goods delivery and improve customer satisfaction, many enterprises have also begun to establish their own logistics and outsourced logistics, and integrate various data to cope with changes in the environment. Overseas suppliers deliver the goods to the logistics distribution center of e-commerce enterprises. When a consumer places an order through the online shopping platform, the logistics center will automatically complete the picking, packaging and shipping of the order, and then deliver the packaged package to a professional express company. This mode is simple, convenient and practical for most e-commerce enterprises, and also eliminates many unnecessary complicated procedures, As an enterprise, it only needs to focus on product quality and after-sales service. It does not need to set up a logistics distribution center in foreign countries, nor does it need to consider cooperating with local express companies in the receiving countries. It only needs to select an international express company with excellent service quality, and the whole process will not be responsible for and deal with related package customs clearance and tax declaration. Although it is convenient and simple, the cost of single delivery is high, It is also difficult to integrate transportation when a large number of orders from the same country arrive.
4.6 improve the quality of employees
Good cultural education not only reflects a person's cultural connotation, but also highlights the overall level of the enterprise. At present, the cross-border e-commerce logistics company has a relatively low degree of specialization and cannot adapt to the rapid development of the current market. While actively responding to the "going out", it needs to strictly control the working conditions. In this regard, from the perspective of talent selection, it is necessary to raise the threshold and ensure that relevant talents must have corresponding legal knowledge, market knowledge and be familiar with the local language. In addition, in the management activities, enterprises also need to carry out training activities in a timely manner according to the current market development and changes. It should be noted that many enterprises exploring overseas markets do not pay attention to on-the-spot investigation in the process of information collection, and most of them use the network method. As a result, it is easy to cause the information collection to be too one-sided and unable to obtain real and practical information. In addition, we should encourage and promote employees to carry out on-the-spot investigation and study. Some enterprises have also carried out "master apprentice system" education. This mode is not equivalent to teaching in the traditional sense. Instead, we should let new employees constantly summarize their experience in practice, so as to improve their professional quality, and also learn advanced management concepts and good interpersonal relations under the influence of masters, so as to ultimately promote the rapid development of enterprises.
(5) policy suggestions for developing cross-border E-commerce
5.1 financial institutions and Payment institutions are encouraged to provide financial services for cross-border e-commerce
Although the development of domestic payment enterprises is in full swing at present, and the public can realize a cashless lifestyle through mobile phones, the payment enterprises also face the strict supervision of the host country in the process of implementing "going out", which leads to the internationalization being blocked and cannot meet the actual needs of current cross-border e-commerce enterprises. At present, domestic banks and third-party payment institutions are also superficial in the development of international business. It is believed that under the promotion of the new policy, the cross-border electronic payment and clearing service system will be further improved. In addition, it is also necessary to strengthen the supervision of banking institutions and Payment institutions on cross-border payment business to play a positive role in promoting the development of China's economy.
5.2 guide and support the development of cross-border e-commerce platforms
We should guide and support large domestic e-commerce enterprises to follow the current international first-class service providers, such as Amazon, and actively promote cross-border e-commerce transactions. In addition, it is also necessary to actively explore development paths suitable for the new situation, actively promote the transformation of cross-border e-commerce platforms, from simple information display to video publicity, and provide full process integration services for enterprises' overseas promotion transactions, logistics, payment and other behaviors.