STUDY ON THE IMPACT AND COUNTERMEASURES OF CROSS-BORDER ECOMMERCE ON FOOTWEAR EXPORT ENTERPRISES IN DONGGUAN CITY

With the development of high-tech information technology and the Internet, as well as the continuous acceleration of globalization in the post-epidemic era, e-commerce has gradually become a new economic growth point and foreign trade model in China. The development of cross-border e-commerce has also gradually changed the traditional pattern of world trade. Based on the development of cross-border e-commerce of footwear export enterprises in Dongguan, Gguangdong province, China, this paper discusses the impact of cross-border e-commerce on the development of traditional footwear export enterprises. Firstly, the development status of crossborder e-commerce at home and abroad and the development status of footwear export enterprises in Dongguan City were analyzed. This paper focuses on the impact of cross-border e-commerce on the development of footwear export enterprises in Dongguan, including broadening trade objects, simplifying transaction processes, saving cross-border transaction costs, and improving transaction efficiency. Finally, the corresponding solutions and suggestions are put forward for the problems existing in the development of cross-border e-commerce enterprises in Dongguan footwear export enterprises. This paper aims to provide reference and inspiration for the development of cross-border e-commerce in the footwear industry and promote the industry’s sustainable development.