ADVANCES IN E-COMMERCE: THEORY AND PRACTICE
ADVANCES IN E-COMMERCE: THEORY AND PRACTICE
Wanmin Ni
Zhejiang International Studies University
Copyright © 2026 by Cayley Nielson Press, Inc.
ISBN: 978-1-957274-25-6
Cayley Nielson Press Scholarly Monograph Series Book Code No.: 216-1-1
US$168.50
Preface
Under the background of the rapid development of the Internet and the increasingly prominent globalization, cross-border e-commerce, a new type of international trade model, is rising rapidly with its unique advantages. Cross-border e-commerce mode played an important role in the development of small and medium-sized foreign trade enterprises. Diversified trading patterns, live streaming for goods selling, gradually become the important characteristics among the foreign trade enterprises in China.
This book focuses on the theory and practice of cross-border e-commerce, and recent advences on domestic e-commerce, such as development of e-commerce under rural revitalization strategy, development of e-commerce based on Internet of Things, green development of e-commerce under the background of double-carbon policy, development of cross-border e-commerce in Yiwu city.
The contents of the book are organized into seven chapters. In Chapter 1, the role of rural revitalization strategy to promote the urbanization process in China was introduced. It is a fundamental solution to solve the problem of imbalanced and inadequacy development in different areas of China. With deep implementation of rural revitalization strategy, the economic development direction turns into e-commerce filed gradually. E-commerce provided new impetus and directions to rural economic development and produce deep influence to traditional rural economic model. As an important part of the digital economy, rural e-commerce has become an important starting point to stimulate the potential of the rural economy, and plays increasingly significant role in helping poverty alleviation, driving famers’ employment and entrepreneurship, promoting the digital transformation of rural industries, and improving rural infrastructure and other aspects. The county rural E-economic development has become a hot issue in rural economic development. Chun’an county in Hangzhou of Zhejiang Province was taken as an example, the county rural e-commerce development situation and successful experiences were summarized, the important ways of rural e-commerce transformation in the country under the background of rural revitalization were focused, and corresponding countermeasures and suggestions for the present existing problems of rural e-commerce were given. In Chapter 2, the new opportunities brought by the Internet of Things technology to the e-commerce supply chain of fresh agricultural products were discussed. According to the basic theory of agricultural products e-commerce supply chain and the Internet of Things, case study was conducted to analyze the optimization of Zhejiang agricultural products e-commerce supply chain. Take Zhejiang province as an example, and references on the development of agricultural products e-commerce at home and abroad were collected and summarized, the development of agricultural products e-commerce in China and the application of agricultural products e-commerce under the Internet of things mode were discussed. In Chapter 3, the development of the live streaming, construction of e-commerce industrial park, competitiveness of selected products, and branding ability of jewelry industry for e-commerce enterprises in Yiwu were examined. Countermeasures for the development of Yiwu jewelry e-commerce were suggested, optimization for marketing strategy was recommended, to provide reference for other small- and medium-sized jewelry enterprises to gain transformation using e-commerce. In Chapter 4, development of e-commerce under dual-carbon policy was discussed. Implementation of the dual-carbon policy undoubtedly serves as a forceful response from China to climate change. Consequently, amidst this overarching context, green consumption has progressively captured the spotlight of consumers, sparking widespread market responses and the initiation of green production capacity upgrades. However, substantial corporate funds will be occupied by the investment in low-carbon industries inevitably, leading to challenges such as capital scarcity for some small and medium-sized enterprises. Therefore, within the framework of low-carbon initiatives, it is of utmost importance for the strategic choices of e-commerce platforms to study the national development policies and the trend of green consumption development. In Chapter 5, the development status, problems and countermeasures of Cixi small household appliances industry in the field of cross-border e-commerce was discussed. The concept of small household appliances, SIPS theory and SICAS theory was introduced, and development of Cixi small household appliances industry was reviewed, the advantages, disadvantages and external development environment were analyzed. Bull Group was taken as an example, to discuss the development status and development path of cross-border e-commerce in small household appliances industry, corresponding countermeasures and suggestions were put forward. The small household appliances industry of Cixi should seize the development opportunities of cross-border e-commerce, constantly enhance brand awareness, improve the logistics distribution system, and implement localized marketing strategies to promote the sustainable and healthy development of the industry. In Chapter 6, the role of cross-border e-commerce live streaming played in the digital transformation of the foreign trade industry was discussed. As a mainstream cross-border e-commerce B2B platform, Alibaba International Station has launched the world's first B2B cross-border e-commerce live streaming, becoming the focus of attention in the industry. Taking stroller products as an example, SWOT analysis was conducted on the cross-border e-commerce live streaming model of Alibaba International Station based on big data, the path of cross-border e-commerce live streaming was summarized to fully empower foreign trade transformation and upgrading in the post-epidemic era. In Chapter 7, the opportunities, and challenges of the development of cross-border E-commerce in the free trade zone were theoretically studied, as well as the layout and function division of the plan of Zhejiang area expansion. the cross-border ecommerce enterprises in Yiwu were investigated, their demand for talents were analyzed and summarized, measures and strategies were suggested for introduction and cultivation of talents matching with the development of companies, to provide reference for high-quality development of cross-border E-commerce in Yiwu.
This research was funded by Department of Education of Zhejiang Province (Y202250450) and Zhejiang International Studies University. I would also like to extend thanks to authors contributing to the book chapters, especially Li Chen, Ziqi Guo, Chan Xu, Xinye Huang, Jiaqi Xiang, Jiayi Zhu, Fucheng Gong and Wiwen Fu. They offered help on data interpretation, chart processing and language improvement of the book chapters.
Wanmin Ni
Zhejiang International Studies University
Hangzhou, Zhejiang, China
November 10,2025
Contents
Preface 1
Chapter 1 Transformation of Rural E-Commerce for Chun'an County in Zhejiang Province under Rural Revitalization Policy 11
1.1 Introduction 11
1.2 Rural E-commerce 15
1.2.1 Introduction of Rural E-commerce 15
1.2.2 Influence of Rural E-commerce on Rural Revitalization 16
1.2.2.1 Promoting the Revitalization of Industries in Rural Area 19
1.2.2.2 Attracts More Talents to Join the Countryside 20
1.2.2.3 Promoting the Inheritance and Innovation of Rural Culture 21
1.2.2.4 Creating Conditions for Development of Rural Ecology 22
1.3 The Development Status of Rural E-Commerce in Chun' an County, Zhejiang Province 23
1.3.1 The Development Status of Rural E-Commerce in Zhejiang Province 23
1.3.2 Rural E-Commerce Development Overview of Chun'an County 28
1.3.3 Changes of Rural E-Commerce Policies in Chun 'An County 31
1.3.4 Characteristics and Advantages of Rural E-Commerce Development in Chun 'An County 32
1.3.4.1 Emerging "New Farmers" Engaged In New Retailing 32
1.3.4.2 Integrate Government, Tourism and Postal Resources, and Integrate Online and Offline Development 34
1.3.4.3 Build an Online Media Marketing Matrix and Expand the Sales Network 36
1.3.4.4 Create a Regional Public Brand of "Thousand Island Agricultural Products" 37
1.3.4.5 Build an Efficient Logistics System 38
1.4 Path to Promote Rural Revitalization by Rural E-Commerce of Chun 'An County 39
1.4.1 Development based on Local Agricultural Industry Resources 39
1.4.2 Strengthen Regional Brand Building of Agricultural Products 41
1.4.3 Cultivation of "New Farmers" 42
Chapter 2 Supply Chain Optimization of Zhejiang Agricultural Products E-Commerce based on Internet of Things 43
2.1 Introduction 43
2.2 Development of Agricultural E-Commerce 45
2.2.1 Development of Agricultural E-Commerce Abroad 45
2.2.2 Domestic Development of Agricultural E-Commerce 46
2.3 Analysis on Supply Chain Problems and Models of Fresh Agricultural Products E-Commerce in Zhejiang Province 50
2.3.1 Current Development Status of E-Commerce for Fresh Agricultural Products 50
2.3.2 Development of E-Commerce for Fresh Agricultural Products in Zhejiang Province 50
2.3.2.1 Optimization of the Policy Environment 51
2.3.2.2 Expanding of Industry Scale 52
2.3.3 Analysis of Supply Chain Model of Fresh Agricultural Products E-Commerce in Zhejiang Province under the Environment of Internet of Things 52
2.3.3.1 Application of IoT (Internet of Things) 52
2.3.3.2 Problems for the Supply Chain of Fresh Agricultural Products E-Commerce in Zhejiang Province 56
2.4 Case Study and Optimization Scheme of Fresh Agricultural Products E-Commerce Supply Chain in Zhejiang Province 57
2.4.1 Hema Xiansheng (Freshippo) 57
2.4.2 Application of IoT Technology in Freshippo 59
2.4.2.1 Application in the Production Process 59
2.4.2.2 Application in the Logistics Distribution Process 59
2.4.2.3 Application in the Storage Process 60
2.4.2.4 Application in the Data Operating Process 61
2.4.3 Optimization Scheme of Supply Chain for Fresh Agricultural Products E-Commerce in Zhejiang 62
Chapter 3 Countermeasures of E-Commerce Development of Yiwu Jewelry Industry in Zhejiang Province 66
3.1 Introduction 66
3.2 Analysis on E-Commerce Environment of Jewelry Industry in Yiwu 69
3.2.1 Analysis on the Macroenvironment 69
3.2.1.1 Policy 69
3.2.1.2 Economy 70
3.2.1.3 Technology 71
3.2.1.4 Social 72
3.2.2 Analysis on the Competitive Environment of Jewelry Industry 73
3.2.2.1 Domestic Development Status 73
3.2.2.2 E-Commerce Development of Jewelry Industry in Yiwu 74
3.2.3 SWOT Analysis on E-Commerce Development of Jewelry Industry in Yiwu 85
3.2.3.1 Strength 85
3.2.3.2 Weakness 86
3.2.3.3 Chance 88
3.2.3.4 Threat 89
3.3 Countermeasures to Optimize E-Commerce Marketing Strategy of Yiwu Jewelry - Based on 4C Marketing Theory 90
3.3.1 Consumers 90
3.3.2 Costs 91
3.3.3 Convenience 92
3.3.4 Communication 93
3.4 Conclusion 94
Chapter 4 Countermeasures of Green Development of E-Commerce under the Background of Double-Carbon Policy 95
4.1 Introduction 95
4.2 The Development of Low-Carbon E-Commerce in China 99
4.2.1 Analysis on China's E-Commerce Development Status and Problems 99
4.2.2 Research on Relevant Policies of E-Commerce Industry in Carbon Reduction 101
4.2.3 Factors Affecting the Low-Carbon Development of E-Commerce 103
4.2.3.1 Consumers 103
4.2.3.2 Process of E-Commerce Transactions 105
4.3 The Development Direction of E-Commerce under the Background of Double Carbon 108
4.3.1 The Development Trend of E-Commerce Industry 108
4.3.2 Measures of Major E-Commerce Platforms under the Dual-Carbon Background 110
4.3.3 The Impact of Major E-Commerce Platforms on Other E-Commerce Platforms 113
4.4 Research on Green Consumption of E-Commerce in China 115
4.4.1 The Consumption Choice under the Dual Carbon Policy 115
4.4.2 Logistics Distribution and Packaging of E-Commerce Consumption 116
4.4.2.1 Consumption Details 116
4.4.2.2 Logistics Distribution Mode and Packaging Selection 118
4.4.2.3 Advantages and disadvantages of green consumption 120
4.4.3 Problems Faced by Green Consumption 121
4.5 Conclusion 125
Chapter 5 Study on Cross-Border E-Commerce Development Path of Small Home Appliance Industry in Cixi of Zhejiang Province 127
5.1 Introduction 127
5.2 The Development Status of Small Household Appliance Industry in Cixi 130
5.2.1 Domestic Development Status 130
5.2.2 Development Status of Cross Border E-Commerce 131
5.2.3 Interpretation of the Small Household Appliances Industry in Cixi 131
5.2.3.1 Analysis based on SIPS Model Theory 132
5.2.3.2 Analysis based on SICAS Theory 134
5.2.4 Comparative Analysis with Jingdezhen Ceramic Industry Development 137
5.2.4.1 Industrial Scale 137
5.2.4.2 Product Characteristics 137
5.2.4.3 Market Competitiveness 138
5.2.4.4 Development Trend 138
5.2.5 Comparative Analysis with Joyoung Shares 139
5.2.5.1 Export Situation of Joyoung Stock Products 139
5.2.5.2 Problems and Development Bottlenecks Encountered by Joyoung Stock Export 140
5.2.5.3 Solutions 140
5.3 Analysis on External Development Environment 141
5.3.1 Political Environment 141
5.3.2 Economic Environment 142
5.3.3 Social Environment 142
5.3.4 Technical Environment 143
5.4 The Development Path of Bull Group 144
5.4.1 The Developing Status of Bull Group 144
5.4.2 The Cross-Border E-Commerce Development Path for Bull Group 146
5.4.2.1 Enhance the Brand Image and Product Quality 146
5.4.2.2 Optimize the Operation Strategy of Cross-Border E-Commerce 146
5.4.2.3 Strengthen Cooperation with International E-Commerce Platforms 147
5.4.3 Suggestions for Development Path of Bull Group 147
5.4.3.1 Enhance Brand Awareness 148
5.4.3.2 Improve the Logistics and Distribution System 148
5.4.3.3 Implement Localized Marketing Strategies 149
5.5 Conclusion 150
Chapter 6 Big Data Analysis of E-Commerce Live Streaming Mode based on Alibaba International Station 152
6.1 Introduction 152
6.2 Development of Alibaba International Station 153
6.2.1 Optimization from Traditional Foreign Trade to Cross-Border E-Commerce 154
6.2.2 Live-Streaming Mode of Cross-Border E-Commerce against Trade Adversity 155
6.2.3 Case Study 156
6.3 Methodology 157
6.4 SWOT Analysis of E-Commerce Live Streaming of Alibaba International Station 158
6.4.1 Strengths 158
6.4.2 Weakness 161
6.4.3 Opportunities 163
6.4.4 Threats 166
6.5 Conclusion 168
Chapter 7 Development of Yiwu Cross-Border E-Commerce in Digital Economy Era 170
7.1 Introduction 170
7.2 Background of Cross-Border E-Commerce in Yiwu 171
7.2.1 Transaction Volume and Entities 171
7.2.2 The Industry Chains and Related Activities 173
7.3 Online and Offline Integration Development of Yiwu Cross-Border E-Commerce 174
7.4 Difficulties and Constrains 178
7.5 Conclusions 180
References 181
Readership
This book should be useful for students, scientists, engineers and professionals working in the areas of optoelectronic packaging, photonic devices, semiconductor technology, materials science, polymer science, electrical and electronics engineering. This book could be used for one semester course on adhesives for photonics packaging designed for both undergraduate and graduate engineering students.
