The authors investigated several import retail e-commerce sellers through questionnaires and selected several types of variables based on Porter's competitive strategy theory. Then the authors used the panel data to empirically verify theoretical consumptions based on samples got by Python method from Jingdong Global Purchases and Tmall International, the top two e-commerce platforms in China. Results validated the three major competitive strategies that could enhance the competitive advantages to import retail e-commerce sellers. As it was not applied to all platforms and commodities, sellers should make different strategies through different platforms and commodities. This article has theoretical significance that filled in the gaps on import retail e-commerce sellers' competition. It also has certain practical significance by providing references for sellers on how to improve their competitive advantages, promote healthy competition and development of the import retail e-commerce, even to facilitate the structure adjustment of consumption and foreign trade in China.

This paper mainly discussed how to improve Chinese import retail e-commerce sellers' competitive strategy. We took Porter's competitive strategy which includes product optimization strategy, cost leadership and reputation priority to analyze the competition through import retail e-commerce sellers. We have done the survey through questionnaire to several import retail e-commerce enterprises from 7 cross-border e-commerce pilot cities. We have chosen 3 kinds of best-selling goods with 150 sellers on Tmall International, observed 27 weeks and collected 4050 samples of business data. We took panel data regression to validate theoretical assumptions, and results support most of theoretical assumptions. We took another 2 variables to do the robustness test. The conclusions and suggestions would help to improve the competition strategy of imports retail e-commerce sellers. Furthermore, it would be a good proposal to the development of Chinese cross-border e-commerce market. ①According to the statistics by iResearch, cosmetics, mother and infant supplies were the the top 2 of best-selling categories of online goods in 2016, both proportions exceeded 38%.

Based on the overseas online shopping is so hot and Small-Sized Enterprises were difficult to financing nowadays, aimed at the problem that difficult to finance caused by the asymmetric information between commercial banks and import e-commerce enterprises. Summarized two ways that small-sized import e-commerce enterprises adopt goods stock pledge and the government trust to get financing from commercial banks. Used the newsboy model under uncertain demand situation, analyzed the stock decision of import of e-commerce enterprises and calculate the financing critical point of default. Compared advantages and disadvantages of two financing modes. Inferred the influence of the financing model choosing by the membership fee and government guaranty. We got two conclusions that first, import retail e-commerce enterprises would default when the market demand is less than a certain critical value; enterprises' decisions were only related to the amount of stock instead of market demand when market demand was greater than another certain critical value. Second, import retail enterprises would choose government credit financing while membership fee was less than a certain critical value. Third, government credit financing mode was more beneficial to commercial banks while government funding was greater than a certain critical value. Finally, conclusions were verified by numerical simulation. Provided a new way to solve the problem that small-sized import e-commerce enterprises financing difficulty and expensive, commercial banks how to support the small-sized import e-commerce enterprises. 需求不确定性下银行为 中小型进口电子商务企业提供融资方式的分析