Reverse Overseas Purchasing Model for SMEs in Garment Industry of China

Abstract

Abstract. In recent years, e-commerce develops rapidly in China, which has established convenient platform to overseas purchasing business. Generally speaking, overseas purchasing contains two ways: one is the traditional overseas purchasing, referring to Chinese consumers buy foreign commodities through individuals who provide overseas purchasing service and internet website; another emerging way is that foreign customers buy Chinese commodities through internet website, which can be termed as reverse overseas purchasing compared to the first way. In this paper, we analyze several reverse overseas purchasing models in China. Taking garment industry as an example, this study shows how to explore global market through e-commerce platform like Taobao especially for Chinese small and medium-sized enterprises (SMEs) which are very difficult to implement international strategy by themselves.