Countermeasures for Chinese Foreign Trade Enterprises Amid the “Full Custody Wave” in Cross-Border E-Commerce

With the acceleration of global economic integration and the rapid development of cross-border e-commerce, an increasing number of foreign trade enterprises are encountering new market opportunities and challenges. In recent years, the “full custody” model has gradually emerged, providing one-stop service support for cross-border e-commerce enterprises. While this model reduces operational difficulties, it also introduces new requirements for the business models of Chinese foreign trade enterprises. This paper examines how foreign trade enterprises can respond to the opportunities and challenges presented by the full custody model from five key perspectives: background analysis, business layout adjustments, marketing channel innovation, digital and intelligent empowerment, and flexible operational strategies. The findings aim to provide insights into the sustainable development of foreign trade enterprises within the cross-border e-commerce ecosystem.