Advantages and Disadvantages of Entry Strategies of Chinese E-Commerce Platforms to the Southeast Asian Markets: the Cases of Alibaba, J.D.com and Tencent

The output value of global cross-border e-commerce has continued to grow in recent years. China's cross-border e-commerce is outstanding among them. With the saturation of European and American markets in recent years, Southeast Asia has emerged as an emerging market in the eyes of foreign companies. The academic community has a wealth of research on China's cross-border e-commerce, from characteristics to markets, from strategic research to the process of nationalization. Existing strategies for Chinese e-commerce in the Southeast Asian market include studying the entry of a single head company into a separate Southeast Asian country, or comparing Chinese e-commerce AliExpress with other countries' e-commerce strategies in the Southeast Asian market, such as Amazon. There is no research on the strategy of China's top e-commerce companies entering the ASEAN region. The innovation of this article lies in the in-depth study of the e-commerce development potential of the ASEAN market internally and externally, and an in-depth analysis and comparison of the nationalization strategies of China's top e-commerce. And on this basis, it lists the advantages and disadvantages of China's top e-commerce companies in the Southeast Asian market. Finally, it is concluded that the market entry strategy of top e-commerce companies is a diversification strategy, that is, investment joint ventures and localization are parallel. The advantages of Chinese e-commerce in the Southeast Asian market are huge capital, huge Internet user base, supply chain advantages, policy advantages, etc. The disadvantages are concentrated in international logistics clearance, international payment technology, credit system, etc.