Competitive Analysis of Cross-border E-commerce Business of Logistics Enterprises: The Case of Rookie Wrap Company

This paper discusses the competitiveness of logistics companies in cross-border e-commerce business, using Rookie wrap as an example. Through a comparative analysis of the development history, characteristics and comparison with other logistics companies (e.g., S.F.Holding Co.,Ltd), this paper summarizes the key factors affecting the competitiveness of logistics companies, including market size, revenue capacity, business diversification, growth rate, technological innovation and service innovation. It is found that Raiding Bird Wrapped, relying on the strong background of Alibaba Group, has a huge potential scale and influence in the field of e-commerce logistics, and actively lays out intelligent logistics and overseas markets. In contrast, SF has a more comprehensive business layout, including express delivery, supply chain management, e-commerce logistics and international business, showing a stronger anti-risk ability. The article points out that the key to enhance the competitiveness of logistics enterprises is to actively explore the market, increase market share, and adjust and optimize the business structure, focusing on the development of business strengths, while trying to expand new businesses. Through continuous technological innovation and service upgrading, logistics enterprises can consolidate their position in the fierce market competition and realize sustainable development.