Strategies on Overseas Direct Sales in Cross-Border B2C e-Commerce

Purpose – The purpose of this paper is to suggest strategies about overseas direct sales in Chinese market. Design/methodology/approach – This paper analyzed SWOT (Strength, Weakness, Opportunities, Threat) to pro pose strategies for effective e-Commerce export. Conclusions – This paper suggests to utilize mobile SNS shopping mall actively, unify the on-line & off-line sales agents, design platform for Chinese consumers by customer centered approach, enhance product reputation & reliability through continuous communication with consumers, and designate e-commerce special economic zones to create export environment for promoting online exports. Research limitations/implications – This paper derived implication that Korea needs to diversify online overseas direct sales market. Because China is an important market but there are some risks such as Thaad revenge, proliferation of MERS. These risks gave a shock to tourism and duty free shops but conversely the volume of overseas direct sales increased 80.7% in the first quarter of 2017. Because Chinese loyal customers steadily purchased Korean products directly through online e-commerce. Originality/contribution – This paper contributed to provide strategies Korean manufacturing enterprises and SMEs that want to export to China successfully through cross-border B2C e -Commerce.