# Selection of Cross-Border E-Commerce Import Model Based on Intelligent Data Analytics AHP Algorithm

Authors: Pei Zhou
Journal: Mobile Information Systems
 (2021)

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## Abstract

With the gradual popularity of e-commerce in our country, Cross-Border E-Commerce (CBEC) has developed rapidly. In order to comply with this development trend, more and more enterprises in our country have embarked on the development path of CBEC, and CBEC import models are becoming increasingly diversified. Among them, the choice of CBEC import models based on the AHP algorithm helps a lot. The purpose of this article is to study the selection of CBEC import models based on the AHP algorithm. This article first analyzes the current situation of China’s CBEC, compares the types of CBEC import models, and summarizes the advantages of various CBEC supply models. This paper analyzes and discusses the specific situation of our country’s CBEC model and its operation through specific analysis of the current situation and problems of H company’s CBEC and puts forward suggestions for the development of our country’s CBEC import model. Based on the analysis of the AHP algorithm, the total scores for the direct mail import model, bonded stocking model, and general trade import model of H company are 27 points, 19 points, and 23 points, respectively. Therefore, it is recommended that company H choose the import model of direct mail import when conducting CBEC business.


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## Body

## 1. Introduction

The rapid development of science and technology has achieved a significant improvement in people’s living standards, and more and more people have begun to pursue a higher level of spiritual life [1, 2]. Not only does the diversification of consumer demand make people’s consumer insights limited to domestic, but many consumers also turn to find ways to buy overseas products, especially in the case of not going abroad to enjoy the satisfaction of overseas products [3, 4]. Therefore, CBEC came into being. Choosing an appropriate import model has become a key constraint on the development of CBEC [4, 5]. Therefore, in the process of CBEC development and platform construction, the choice of commodity import mode is very important, and the use of scientific analysis methods to construct a reasonable import mode is a key issue that needs to be solved [6, 7]. E-commerce, referred to as e-commerce for short, refers to the electronic transaction and related service activities on the Internet, intranet, and van (value added network), so as to make all links of traditional business activities, electronic and networked. E-commerce includes e-money exchange, supply chain management, electronic trading market, network marketing, online transaction processing, electronic data exchange (EDI), inventory management, and automatic data collection system. In this process, the information technologies used include Internet, extranet, e-mail, database, electronic directory, and mobile phone.In the research on CBEC, many scholars have launched a multiangle discussion. For example, Ko HS pointed out that our country’s e-commerce started relatively late, but the huge consumer group and mature Internet technology are becoming the explosive growth of our country’s e-commerce. Turban believes that the market with huge growth potential has attracted a large amount of e-commerce investment, but e-commerce competition is also becoming increasingly fierce [8]; Sitar-Tut DA pointed out the consumer orders received from the sales department, the logistics, and after-sales departments cannot be tracked in time, and the response speed is slow, leading to CBEC increasing the time cost of consumers [9]. E-commerce covers a wide range, which can generally be divided into three types: business to business, business to consumer, and consumer to consumer. With the increase of the number of Internet users in China, the consumption mode of using the Internet for online shopping and paying with bank card has become more and more popular, the market share is also growing rapidly, and various types of e-commerce websites will emerge one after another.The purpose of this article is to study the selection of CBEC import models based on the AHP algorithm. This article first analyzes the current situation of China’s CBEC, compares the types of CBEC import models, and summarizes the advantages of various CBEC supply models. Then, through a specific analysis of the current situation and problems of the H company’s CBEC, analysis and discussion of the specific conditions of our country’s CBEC model and its operation are done and finally suggestions for the development of our country’s CBEC import model are put forward. At present, the profit models of e-commerce mainly include online directory profit model, digital content profit model, advertising support profit model, advertising subscription mixed profit model, transaction cost profit model, and service cost profit model.


## 2. Selection of CBEC Import Model Based on AHP Algorithm

### 2.1. Development Status of Our Country’s Cross-Border Import E-Commerce

#### 2.1.1. Current Status of Cross-Border Procurement and Supply

(1) Overseas suppliers. Our country’s cross-border import e-commerce companies mainly seek cooperation from brand owners, agents, and distributors in product procurement [10].Brand party: the owner of the product brand, who controls all aspects of the production and sales of the product.Agents: the agents of the brand in the designated market, they maintain close cooperation with the brand and represent the brand to carry out market development and maintenance work in the market designated by the brand. They tend to find dealers as their main task.Distributor: A retailer developed by a brand owner or a brand agent. They directly sell products authorized by the brand to consumers.(2) Procurement and supply characteristics of enterprises of different sizes. Cross-border companies in the central region: these companies are often vertical CBEC companies in subsectors. They retain a certain number of specific users and have a good market share. Their upstream suppliers are mainly brand agents, and a few nonstandard products will directly cooperate with the brand. Cross-border companies in Central China are not as capable of negotiating as the leading companies in the purchase of best-selling products, and it is difficult for them to achieve the required sales volume of the brand in terms of product sales. Therefore, in the selection of upstream suppliers of best-selling products, they often choose the agents of the brand. This has the following three advantages: one is that they do not have to bear the pressure of pressing goods; the other is that they can effectively guarantee the quality of the products and ensure the purchase and sale. The link is complete; the third is to ensure the stability of the supply to a certain extent. In the selection of suppliers for nonstandard products, companies in the central region often cooperate directly with brand owners. The reason is that such nonstandard products have a large number of users in special markets, and such central companies are often unique in a certain vertical market segment. Horned Beast has the absolute right to speak in this market segment. The extension trend can be regarded as the horizontal industrial expansion of e-commerce. E-commerce will expand and extend from today’s focus on online trading of goods and services to all aspects of industry operation. Within the enterprise, e-commerce elements will penetrate into enterprise management and internal business processes [11].Tail enterprises: Most of these CBEC companies are small companies that have just entered the cross-border field. They are far behind the central and top companies in terms of users and sales volume. They can only purchase products from overseas merchandise distributors, relatively speaking. Their procurement costs are higher than those of the head and middle companies. In the purchase of best-selling products, the tail companies are often unable to organize enough sources of goods during the out-of-stock period. In the field of external industrial clusters, the development of e-commerce will activate and drive the development of a series of upstream and downstream industries, such as settlement, packaging, logistics distribution, location-based services, and so on. In addition, it will also guide the innovation and upgrading of surrounding related industries, such as remote automatic meter checking and charging by using intelligent remote water, electricity, and coal meters. In turn, these innovations will promote the continuous upgrading and expansion of e-commerce model.


### 2.2. Safeguard Measures for CBEC Import Models Based on AHP Algorithm

#### 2.2.1. Build a Cross-Border Payment System

First of all, the government must formulate corresponding policies and measures to strengthen the supervision of the industry. Government departments should clearly define the responsibilities and obligations of CBEC platforms in the transaction process. In particular, they must establish a complete CBEC real-name registration system to comprehensively assess the credit level of CBEC.At the same time, government departments should also strengthen the supervision of enterprise credit information systems to ensure the openness and fairness of the system. Through the information system, CBEC companies can understand each other’s credit levels. Through this measure, government departments can also establish a standardized and complete credit certification system and strengthen the market reputation of CBEC platforms.Secondly, the strong support of banks and other financial institutions promotes the development of the payment system. In this process, the government should give full play to its guiding and coordinating role, strengthen the communication and coordination between banks and other financial institutions and CBEC, innovate the payment methods of e-commerce platforms, facilitate the online payment process of consumers, and ensure online payment security. Government departments should combine the actual conditions of foreign markets to expand the international influence of CBEC, launch a corresponding payment system for foreign consumers, and at the same time allow domestic CBEC companies to have a comprehensive view of the payment habits of foreign consumers [12].Third, the establishment of the company’s cross-border payment system also requires a comprehensive electronic payment method. Relevant departments should take corresponding measures to effectively strengthen the support and training of enterprises related to electronic payment. In terms of specific applications, relevant departments can adopt the method of setting up pilots, setting up pilots related to electronic settlement in some areas where the development of CBEC is more developed, and encouraging and supporting relevant enterprises to actively adopt online processing of overseas receipt and payment services [13].Compared with the physical space, cyberspace is a new space. It is a virtual but objective world composed of website and password. The unique value standards and behavior patterns of cyberspace have a profound impact on cross-border e-commerce, making it different from the traditional transaction methods and showing its own characteristics. Transnational e-commerce has the following characteristics (analysis based on cyberspace): Global Forum, innovative, anonymous, instantaneous, paperless, and rapidly evolving.At the same time, relevant departments such as the Administration of Foreign Exchange shall conduct specific verification of e-commerce transaction orders, payment methods, and actual customs clearance information, and only after the materials are qualified can they be handed over to enterprises for centralized processing. Under this circumstance, relevant departments are joined together to establish a set of relevant laws and regulatory systems that promote e-commerce, which can not only effectively meet the market regulatory needs in the industry, but also help even if the payment process is discovered as existing potential risks and take corresponding measures to resolve them, so as to promote the healthy development of the CBEC industry.


#### 2.2.2. Build a Cross-Border Logistics Network for Foreign Trade Fast-Moving Consumer Goods

Under the current review system, relevant departments should speed up the review efficiency of imported goods, especially strengthen the cooperation between customs and commodity inspection authorities, and improve the strength of both hardware and software [14]. With the rapid development of information technology, relevant departments can actively rely on the improvement of information technology to implement automated review and inspection of corresponding orders and commodities, thereby effectively improving the efficiency of the company’s import goods clearance.In the transportation process of imported goods, a collection mode can be used to distribute the goods. Under this mode of transportation, after the goods are imported from abroad, the corresponding e-commerce companies will transport the goods in batches to the corresponding domestic regulatory areas and then combine the actual conditions of the consumers’ orders to ship them in batches. In the consolidation mode, the transportation efficiency is relatively high, and the transportation time is relatively long. Therefore, this transportation mode has also been favored by the majority of CBEC companies. In order to promote the development of the CBEC industry, government departments can optimize the layout of aviation and at the same time strengthen the construction of infrastructure such as cargo warehouses.


#### 2.2.3. Strengthen CBEC Risk Prevention Awareness

First, foreign trade companies should conduct research and analysis on the actual needs of consumers and choose their own products based on the actual needs of consumers, so as to prevent the existence of inventory backlogs.Second, in the business process, foreign trade companies should combine the company’s own strengths and characteristics, adhere to the principle of small-batch sales, shorten the inventory cycle of goods, and at the same time expand the variety of goods. This not only conforms to the company’s own small-scale characteristics, but also avoids excessive pressure on liquidity and speeds up the company’s capital turnover [15].Third, in the process of product procurement, the company should actively establish close relationships with suppliers so as to effectively broaden the company’s purchase channels. At the same time, it should also pay attention to market trends in time and use products to drive customer consumption.Fourth, in the process of import trade operations, foreign trade companies should pay attention to the legitimacy of the order process and sign a corresponding purchase and sale contract for each order. At the same time, the company should reasonably determine the inventory quantity based on the inventory of the goods and the capacity of the warehouse. Avoid the phenomenon that the company’s capital turnover is not open due to excessive inventory of goods [16].In addition, from the perspective of government departments, as domestic consumption levels increase, relevant departments should strengthen market supervision of imported goods. At this stage, our country’s customs are still implementing the express delivery model for supervision, and the supervision of some nontrade items is insufficient, which can easily bring opportunities for criminals. Some unscrupulous vendors exploited the loopholes in the policy, after “going out of the country for gilding” some domestically produced goods, and then shipped these goods back to the country by express mail.Under the B2B mode, enterprises mainly use e-commerce for advertising and information release, and the transaction and customs clearance processes are basically completed offline. In essence, it is still a traditional trade and has been included in the general trade statistics of the customs. Under B2C mode, Chinese enterprises directly face foreign consumers and mainly sell personal consumer goods. In terms of logistics, they mainly use air bags, mail, express, and other methods. The main body of customs declaration is postal or express companies, which are not included in customs registration at present.In fact, in CBEC, there are also a large number of such fake overseas businesses, which greatly damages the legitimate rights and interests of consumers. Therefore, the relevant departments should strengthen market supervision and should focus on the supervision of the import link of commodities and improve the effectiveness of supervision. Relevant departments can adopt the basic principles of differentiated supervision and adopt different types of supervision measures for different types of commodities. For food and medicine and other key commodities related to the national economy and people’s livelihood, strict inspections should be strengthened [17]. At the same time, relevant departments can strengthen exchanges and cooperation with third-party authentication agencies and promote the healthy development of our country’s CBEC industry by improving the professionalism of supervision.


### 2.3. AHP Algorithm

The application of analytic hierarchy process (AHP) first appeared in the field of operations research. AHP has the advantages of simple operation, strong practicability, and good system and is gradually applied in a wide range of fields such as scientific management, multiobjective decision-making, economic development evaluation, and evaluation system construction.Applying the AHP algorithm to the choice of CBEC import models is conducive to promoting the efficient operation and management of CBEC. Among them, list the hierarchical order and consistency check process in the AHP algorithm.Analytic hierarchy process decomposes the decision-making problem into different hierarchical structures according to the order of general objectives, subobjectives of each level, evaluation criteria, and specific standby investment scheme and then obtains the priority weight of each element of each level to an element of the upper level by solving the eigenvector of the judgment matrix. Finally, the weighted sum method is used to merge the final weight of each alternative scheme to the overall goal, and the best scheme is the one with the largest final weight [18].Take a certain factorZ as the standard, and the number of factors is n. Among them, two factors Xi and Xj are compared with Z to get the ratio aij, which is the arithmetic mean value normalized by the n row vectors of the judgment matrix A, which is approximately as a weight vector, namely,(1)ωi=1n∑j=1naij∑k=1nakj,i=1,…,n.The calculation steps are as follows:The first step: the elements of A are normalized by rows; the second step: the normalized rows are added together.Step 3: Divide the added vector byn to get the weight vector. Similarly, there are column and normalization method calculations, namely,(2)ωi=∑k=1naijn∑k=1n∑j=1nakj,i=1,…,n.When using analytic hierarchy process, if the selected elements are unreasonable, their meanings are confused, or the relationship between elements is incorrect; it will reduce the result quality of AHP method and even lead to the failure of AHP decision-making. In order to ensure the rationality of hierarchical structure, we need to grasp the following principles: grasp the main factors when decomposing and simplifying problems; Pay attention to the strength relationship between comparing elements. Elements with too great difference cannot be compared at the same level.


## 2.1. Development Status of Our Country’s Cross-Border Import E-Commerce

### 2.1.1. Current Status of Cross-Border Procurement and Supply

(1) Overseas suppliers. Our country’s cross-border import e-commerce companies mainly seek cooperation from brand owners, agents, and distributors in product procurement [10].Brand party: the owner of the product brand, who controls all aspects of the production and sales of the product.Agents: the agents of the brand in the designated market, they maintain close cooperation with the brand and represent the brand to carry out market development and maintenance work in the market designated by the brand. They tend to find dealers as their main task.Distributor: A retailer developed by a brand owner or a brand agent. They directly sell products authorized by the brand to consumers.(2) Procurement and supply characteristics of enterprises of different sizes. Cross-border companies in the central region: these companies are often vertical CBEC companies in subsectors. They retain a certain number of specific users and have a good market share. Their upstream suppliers are mainly brand agents, and a few nonstandard products will directly cooperate with the brand. Cross-border companies in Central China are not as capable of negotiating as the leading companies in the purchase of best-selling products, and it is difficult for them to achieve the required sales volume of the brand in terms of product sales. Therefore, in the selection of upstream suppliers of best-selling products, they often choose the agents of the brand. This has the following three advantages: one is that they do not have to bear the pressure of pressing goods; the other is that they can effectively guarantee the quality of the products and ensure the purchase and sale. The link is complete; the third is to ensure the stability of the supply to a certain extent. In the selection of suppliers for nonstandard products, companies in the central region often cooperate directly with brand owners. The reason is that such nonstandard products have a large number of users in special markets, and such central companies are often unique in a certain vertical market segment. Horned Beast has the absolute right to speak in this market segment. The extension trend can be regarded as the horizontal industrial expansion of e-commerce. E-commerce will expand and extend from today’s focus on online trading of goods and services to all aspects of industry operation. Within the enterprise, e-commerce elements will penetrate into enterprise management and internal business processes [11].Tail enterprises: Most of these CBEC companies are small companies that have just entered the cross-border field. They are far behind the central and top companies in terms of users and sales volume. They can only purchase products from overseas merchandise distributors, relatively speaking. Their procurement costs are higher than those of the head and middle companies. In the purchase of best-selling products, the tail companies are often unable to organize enough sources of goods during the out-of-stock period. In the field of external industrial clusters, the development of e-commerce will activate and drive the development of a series of upstream and downstream industries, such as settlement, packaging, logistics distribution, location-based services, and so on. In addition, it will also guide the innovation and upgrading of surrounding related industries, such as remote automatic meter checking and charging by using intelligent remote water, electricity, and coal meters. In turn, these innovations will promote the continuous upgrading and expansion of e-commerce model.


## 2.1.1. Current Status of Cross-Border Procurement and Supply

(1) Overseas suppliers. Our country’s cross-border import e-commerce companies mainly seek cooperation from brand owners, agents, and distributors in product procurement [10].Brand party: the owner of the product brand, who controls all aspects of the production and sales of the product.Agents: the agents of the brand in the designated market, they maintain close cooperation with the brand and represent the brand to carry out market development and maintenance work in the market designated by the brand. They tend to find dealers as their main task.Distributor: A retailer developed by a brand owner or a brand agent. They directly sell products authorized by the brand to consumers.(2) Procurement and supply characteristics of enterprises of different sizes. Cross-border companies in the central region: these companies are often vertical CBEC companies in subsectors. They retain a certain number of specific users and have a good market share. Their upstream suppliers are mainly brand agents, and a few nonstandard products will directly cooperate with the brand. Cross-border companies in Central China are not as capable of negotiating as the leading companies in the purchase of best-selling products, and it is difficult for them to achieve the required sales volume of the brand in terms of product sales. Therefore, in the selection of upstream suppliers of best-selling products, they often choose the agents of the brand. This has the following three advantages: one is that they do not have to bear the pressure of pressing goods; the other is that they can effectively guarantee the quality of the products and ensure the purchase and sale. The link is complete; the third is to ensure the stability of the supply to a certain extent. In the selection of suppliers for nonstandard products, companies in the central region often cooperate directly with brand owners. The reason is that such nonstandard products have a large number of users in special markets, and such central companies are often unique in a certain vertical market segment. Horned Beast has the absolute right to speak in this market segment. The extension trend can be regarded as the horizontal industrial expansion of e-commerce. E-commerce will expand and extend from today’s focus on online trading of goods and services to all aspects of industry operation. Within the enterprise, e-commerce elements will penetrate into enterprise management and internal business processes [11].Tail enterprises: Most of these CBEC companies are small companies that have just entered the cross-border field. They are far behind the central and top companies in terms of users and sales volume. They can only purchase products from overseas merchandise distributors, relatively speaking. Their procurement costs are higher than those of the head and middle companies. In the purchase of best-selling products, the tail companies are often unable to organize enough sources of goods during the out-of-stock period. In the field of external industrial clusters, the development of e-commerce will activate and drive the development of a series of upstream and downstream industries, such as settlement, packaging, logistics distribution, location-based services, and so on. In addition, it will also guide the innovation and upgrading of surrounding related industries, such as remote automatic meter checking and charging by using intelligent remote water, electricity, and coal meters. In turn, these innovations will promote the continuous upgrading and expansion of e-commerce model.


## 2.2. Safeguard Measures for CBEC Import Models Based on AHP Algorithm

### 2.2.1. Build a Cross-Border Payment System

First of all, the government must formulate corresponding policies and measures to strengthen the supervision of the industry. Government departments should clearly define the responsibilities and obligations of CBEC platforms in the transaction process. In particular, they must establish a complete CBEC real-name registration system to comprehensively assess the credit level of CBEC.At the same time, government departments should also strengthen the supervision of enterprise credit information systems to ensure the openness and fairness of the system. Through the information system, CBEC companies can understand each other’s credit levels. Through this measure, government departments can also establish a standardized and complete credit certification system and strengthen the market reputation of CBEC platforms.Secondly, the strong support of banks and other financial institutions promotes the development of the payment system. In this process, the government should give full play to its guiding and coordinating role, strengthen the communication and coordination between banks and other financial institutions and CBEC, innovate the payment methods of e-commerce platforms, facilitate the online payment process of consumers, and ensure online payment security. Government departments should combine the actual conditions of foreign markets to expand the international influence of CBEC, launch a corresponding payment system for foreign consumers, and at the same time allow domestic CBEC companies to have a comprehensive view of the payment habits of foreign consumers [12].Third, the establishment of the company’s cross-border payment system also requires a comprehensive electronic payment method. Relevant departments should take corresponding measures to effectively strengthen the support and training of enterprises related to electronic payment. In terms of specific applications, relevant departments can adopt the method of setting up pilots, setting up pilots related to electronic settlement in some areas where the development of CBEC is more developed, and encouraging and supporting relevant enterprises to actively adopt online processing of overseas receipt and payment services [13].Compared with the physical space, cyberspace is a new space. It is a virtual but objective world composed of website and password. The unique value standards and behavior patterns of cyberspace have a profound impact on cross-border e-commerce, making it different from the traditional transaction methods and showing its own characteristics. Transnational e-commerce has the following characteristics (analysis based on cyberspace): Global Forum, innovative, anonymous, instantaneous, paperless, and rapidly evolving.At the same time, relevant departments such as the Administration of Foreign Exchange shall conduct specific verification of e-commerce transaction orders, payment methods, and actual customs clearance information, and only after the materials are qualified can they be handed over to enterprises for centralized processing. Under this circumstance, relevant departments are joined together to establish a set of relevant laws and regulatory systems that promote e-commerce, which can not only effectively meet the market regulatory needs in the industry, but also help even if the payment process is discovered as existing potential risks and take corresponding measures to resolve them, so as to promote the healthy development of the CBEC industry.


### 2.2.2. Build a Cross-Border Logistics Network for Foreign Trade Fast-Moving Consumer Goods

Under the current review system, relevant departments should speed up the review efficiency of imported goods, especially strengthen the cooperation between customs and commodity inspection authorities, and improve the strength of both hardware and software [14]. With the rapid development of information technology, relevant departments can actively rely on the improvement of information technology to implement automated review and inspection of corresponding orders and commodities, thereby effectively improving the efficiency of the company’s import goods clearance.In the transportation process of imported goods, a collection mode can be used to distribute the goods. Under this mode of transportation, after the goods are imported from abroad, the corresponding e-commerce companies will transport the goods in batches to the corresponding domestic regulatory areas and then combine the actual conditions of the consumers’ orders to ship them in batches. In the consolidation mode, the transportation efficiency is relatively high, and the transportation time is relatively long. Therefore, this transportation mode has also been favored by the majority of CBEC companies. In order to promote the development of the CBEC industry, government departments can optimize the layout of aviation and at the same time strengthen the construction of infrastructure such as cargo warehouses.


### 2.2.3. Strengthen CBEC Risk Prevention Awareness

First, foreign trade companies should conduct research and analysis on the actual needs of consumers and choose their own products based on the actual needs of consumers, so as to prevent the existence of inventory backlogs.Second, in the business process, foreign trade companies should combine the company’s own strengths and characteristics, adhere to the principle of small-batch sales, shorten the inventory cycle of goods, and at the same time expand the variety of goods. This not only conforms to the company’s own small-scale characteristics, but also avoids excessive pressure on liquidity and speeds up the company’s capital turnover [15].Third, in the process of product procurement, the company should actively establish close relationships with suppliers so as to effectively broaden the company’s purchase channels. At the same time, it should also pay attention to market trends in time and use products to drive customer consumption.Fourth, in the process of import trade operations, foreign trade companies should pay attention to the legitimacy of the order process and sign a corresponding purchase and sale contract for each order. At the same time, the company should reasonably determine the inventory quantity based on the inventory of the goods and the capacity of the warehouse. Avoid the phenomenon that the company’s capital turnover is not open due to excessive inventory of goods [16].In addition, from the perspective of government departments, as domestic consumption levels increase, relevant departments should strengthen market supervision of imported goods. At this stage, our country’s customs are still implementing the express delivery model for supervision, and the supervision of some nontrade items is insufficient, which can easily bring opportunities for criminals. Some unscrupulous vendors exploited the loopholes in the policy, after “going out of the country for gilding” some domestically produced goods, and then shipped these goods back to the country by express mail.Under the B2B mode, enterprises mainly use e-commerce for advertising and information release, and the transaction and customs clearance processes are basically completed offline. In essence, it is still a traditional trade and has been included in the general trade statistics of the customs. Under B2C mode, Chinese enterprises directly face foreign consumers and mainly sell personal consumer goods. In terms of logistics, they mainly use air bags, mail, express, and other methods. The main body of customs declaration is postal or express companies, which are not included in customs registration at present.In fact, in CBEC, there are also a large number of such fake overseas businesses, which greatly damages the legitimate rights and interests of consumers. Therefore, the relevant departments should strengthen market supervision and should focus on the supervision of the import link of commodities and improve the effectiveness of supervision. Relevant departments can adopt the basic principles of differentiated supervision and adopt different types of supervision measures for different types of commodities. For food and medicine and other key commodities related to the national economy and people’s livelihood, strict inspections should be strengthened [17]. At the same time, relevant departments can strengthen exchanges and cooperation with third-party authentication agencies and promote the healthy development of our country’s CBEC industry by improving the professionalism of supervision.


## 2.2.1. Build a Cross-Border Payment System

First of all, the government must formulate corresponding policies and measures to strengthen the supervision of the industry. Government departments should clearly define the responsibilities and obligations of CBEC platforms in the transaction process. In particular, they must establish a complete CBEC real-name registration system to comprehensively assess the credit level of CBEC.At the same time, government departments should also strengthen the supervision of enterprise credit information systems to ensure the openness and fairness of the system. Through the information system, CBEC companies can understand each other’s credit levels. Through this measure, government departments can also establish a standardized and complete credit certification system and strengthen the market reputation of CBEC platforms.Secondly, the strong support of banks and other financial institutions promotes the development of the payment system. In this process, the government should give full play to its guiding and coordinating role, strengthen the communication and coordination between banks and other financial institutions and CBEC, innovate the payment methods of e-commerce platforms, facilitate the online payment process of consumers, and ensure online payment security. Government departments should combine the actual conditions of foreign markets to expand the international influence of CBEC, launch a corresponding payment system for foreign consumers, and at the same time allow domestic CBEC companies to have a comprehensive view of the payment habits of foreign consumers [12].Third, the establishment of the company’s cross-border payment system also requires a comprehensive electronic payment method. Relevant departments should take corresponding measures to effectively strengthen the support and training of enterprises related to electronic payment. In terms of specific applications, relevant departments can adopt the method of setting up pilots, setting up pilots related to electronic settlement in some areas where the development of CBEC is more developed, and encouraging and supporting relevant enterprises to actively adopt online processing of overseas receipt and payment services [13].Compared with the physical space, cyberspace is a new space. It is a virtual but objective world composed of website and password. The unique value standards and behavior patterns of cyberspace have a profound impact on cross-border e-commerce, making it different from the traditional transaction methods and showing its own characteristics. Transnational e-commerce has the following characteristics (analysis based on cyberspace): Global Forum, innovative, anonymous, instantaneous, paperless, and rapidly evolving.At the same time, relevant departments such as the Administration of Foreign Exchange shall conduct specific verification of e-commerce transaction orders, payment methods, and actual customs clearance information, and only after the materials are qualified can they be handed over to enterprises for centralized processing. Under this circumstance, relevant departments are joined together to establish a set of relevant laws and regulatory systems that promote e-commerce, which can not only effectively meet the market regulatory needs in the industry, but also help even if the payment process is discovered as existing potential risks and take corresponding measures to resolve them, so as to promote the healthy development of the CBEC industry.


## 2.2.2. Build a Cross-Border Logistics Network for Foreign Trade Fast-Moving Consumer Goods

Under the current review system, relevant departments should speed up the review efficiency of imported goods, especially strengthen the cooperation between customs and commodity inspection authorities, and improve the strength of both hardware and software [14]. With the rapid development of information technology, relevant departments can actively rely on the improvement of information technology to implement automated review and inspection of corresponding orders and commodities, thereby effectively improving the efficiency of the company’s import goods clearance.In the transportation process of imported goods, a collection mode can be used to distribute the goods. Under this mode of transportation, after the goods are imported from abroad, the corresponding e-commerce companies will transport the goods in batches to the corresponding domestic regulatory areas and then combine the actual conditions of the consumers’ orders to ship them in batches. In the consolidation mode, the transportation efficiency is relatively high, and the transportation time is relatively long. Therefore, this transportation mode has also been favored by the majority of CBEC companies. In order to promote the development of the CBEC industry, government departments can optimize the layout of aviation and at the same time strengthen the construction of infrastructure such as cargo warehouses.


## 2.2.3. Strengthen CBEC Risk Prevention Awareness

First, foreign trade companies should conduct research and analysis on the actual needs of consumers and choose their own products based on the actual needs of consumers, so as to prevent the existence of inventory backlogs.Second, in the business process, foreign trade companies should combine the company’s own strengths and characteristics, adhere to the principle of small-batch sales, shorten the inventory cycle of goods, and at the same time expand the variety of goods. This not only conforms to the company’s own small-scale characteristics, but also avoids excessive pressure on liquidity and speeds up the company’s capital turnover [15].Third, in the process of product procurement, the company should actively establish close relationships with suppliers so as to effectively broaden the company’s purchase channels. At the same time, it should also pay attention to market trends in time and use products to drive customer consumption.Fourth, in the process of import trade operations, foreign trade companies should pay attention to the legitimacy of the order process and sign a corresponding purchase and sale contract for each order. At the same time, the company should reasonably determine the inventory quantity based on the inventory of the goods and the capacity of the warehouse. Avoid the phenomenon that the company’s capital turnover is not open due to excessive inventory of goods [16].In addition, from the perspective of government departments, as domestic consumption levels increase, relevant departments should strengthen market supervision of imported goods. At this stage, our country’s customs are still implementing the express delivery model for supervision, and the supervision of some nontrade items is insufficient, which can easily bring opportunities for criminals. Some unscrupulous vendors exploited the loopholes in the policy, after “going out of the country for gilding” some domestically produced goods, and then shipped these goods back to the country by express mail.Under the B2B mode, enterprises mainly use e-commerce for advertising and information release, and the transaction and customs clearance processes are basically completed offline. In essence, it is still a traditional trade and has been included in the general trade statistics of the customs. Under B2C mode, Chinese enterprises directly face foreign consumers and mainly sell personal consumer goods. In terms of logistics, they mainly use air bags, mail, express, and other methods. The main body of customs declaration is postal or express companies, which are not included in customs registration at present.In fact, in CBEC, there are also a large number of such fake overseas businesses, which greatly damages the legitimate rights and interests of consumers. Therefore, the relevant departments should strengthen market supervision and should focus on the supervision of the import link of commodities and improve the effectiveness of supervision. Relevant departments can adopt the basic principles of differentiated supervision and adopt different types of supervision measures for different types of commodities. For food and medicine and other key commodities related to the national economy and people’s livelihood, strict inspections should be strengthened [17]. At the same time, relevant departments can strengthen exchanges and cooperation with third-party authentication agencies and promote the healthy development of our country’s CBEC industry by improving the professionalism of supervision.


## 2.3. AHP Algorithm

The application of analytic hierarchy process (AHP) first appeared in the field of operations research. AHP has the advantages of simple operation, strong practicability, and good system and is gradually applied in a wide range of fields such as scientific management, multiobjective decision-making, economic development evaluation, and evaluation system construction.Applying the AHP algorithm to the choice of CBEC import models is conducive to promoting the efficient operation and management of CBEC. Among them, list the hierarchical order and consistency check process in the AHP algorithm.Analytic hierarchy process decomposes the decision-making problem into different hierarchical structures according to the order of general objectives, subobjectives of each level, evaluation criteria, and specific standby investment scheme and then obtains the priority weight of each element of each level to an element of the upper level by solving the eigenvector of the judgment matrix. Finally, the weighted sum method is used to merge the final weight of each alternative scheme to the overall goal, and the best scheme is the one with the largest final weight [18].Take a certain factorZ as the standard, and the number of factors is n. Among them, two factors Xi and Xj are compared with Z to get the ratio aij, which is the arithmetic mean value normalized by the n row vectors of the judgment matrix A, which is approximately as a weight vector, namely,(1)ωi=1n∑j=1naij∑k=1nakj,i=1,…,n.The calculation steps are as follows:The first step: the elements of A are normalized by rows; the second step: the normalized rows are added together.Step 3: Divide the added vector byn to get the weight vector. Similarly, there are column and normalization method calculations, namely,(2)ωi=∑k=1naijn∑k=1n∑j=1nakj,i=1,…,n.When using analytic hierarchy process, if the selected elements are unreasonable, their meanings are confused, or the relationship between elements is incorrect; it will reduce the result quality of AHP method and even lead to the failure of AHP decision-making. In order to ensure the rationality of hierarchical structure, we need to grasp the following principles: grasp the main factors when decomposing and simplifying problems; Pay attention to the strength relationship between comparing elements. Elements with too great difference cannot be compared at the same level.


## 3. Investigation and Research on the Choice of CBEC Import Model Based on AHP Algorithm

### 3.1. Research Purpose

Obtain the latest CBEC industry data and H company survey data through online surveys and specifically analyze the shortcomings of clothing CBEC in various aspects and strive to objectively and accurately reflect the reality of the enterprise and the industry and propose them in a targeted manner for improvement measures and suggestions.


### 3.2. Research Methods

#### 3.2.1. Case Analysis Method

This paper selects H company as a research case and selects typical representative companies in the industry to analyze and compare. Relying on Internet collection, field research, and other methods to obtain relevant information on the case platform, by understanding the current situation of domestic and provincial cross-border import e-commerce, establish a comprehensive and objective understanding of the research object, so as to obtain enlightenment and draw research conclusions.By using this method to train employees, it can significantly increase employees’ understanding of the company’s businesses, cultivate good interpersonal relations among employees, improve employees’ problem-solving ability, and increase the cohesion of the company.


#### 3.2.2. Inductive Analysis

Analyze the data of the AHP analytic hierarchy process, through the sorting and analysis of the data. Summarize the CBEC import model that is beneficial to H company.


### 3.3. Data Sources

The data of this research comes from the statistical yearbook of H company, which includes the unsalable inventory of various garments of H company overseas and the return of consumer products.


## 3.1. Research Purpose

Obtain the latest CBEC industry data and H company survey data through online surveys and specifically analyze the shortcomings of clothing CBEC in various aspects and strive to objectively and accurately reflect the reality of the enterprise and the industry and propose them in a targeted manner for improvement measures and suggestions.


## 3.2. Research Methods

### 3.2.1. Case Analysis Method

This paper selects H company as a research case and selects typical representative companies in the industry to analyze and compare. Relying on Internet collection, field research, and other methods to obtain relevant information on the case platform, by understanding the current situation of domestic and provincial cross-border import e-commerce, establish a comprehensive and objective understanding of the research object, so as to obtain enlightenment and draw research conclusions.By using this method to train employees, it can significantly increase employees’ understanding of the company’s businesses, cultivate good interpersonal relations among employees, improve employees’ problem-solving ability, and increase the cohesion of the company.


### 3.2.2. Inductive Analysis

Analyze the data of the AHP analytic hierarchy process, through the sorting and analysis of the data. Summarize the CBEC import model that is beneficial to H company.


## 3.2.1. Case Analysis Method

This paper selects H company as a research case and selects typical representative companies in the industry to analyze and compare. Relying on Internet collection, field research, and other methods to obtain relevant information on the case platform, by understanding the current situation of domestic and provincial cross-border import e-commerce, establish a comprehensive and objective understanding of the research object, so as to obtain enlightenment and draw research conclusions.By using this method to train employees, it can significantly increase employees’ understanding of the company’s businesses, cultivate good interpersonal relations among employees, improve employees’ problem-solving ability, and increase the cohesion of the company.


## 3.2.2. Inductive Analysis

Analyze the data of the AHP analytic hierarchy process, through the sorting and analysis of the data. Summarize the CBEC import model that is beneficial to H company.


## 3.3. Data Sources

The data of this research comes from the statistical yearbook of H company, which includes the unsalable inventory of various garments of H company overseas and the return of consumer products.


## 4. Data Analysis of CBEC Import Patterns Based on AHP Algorithm

### 4.1. Analysis of Unsalable Inventory in Overseas Warehouses

The logistics and distribution of CBEC companies are critical to the seller’s cost or the buyer’s experience. Overseas warehouses are undoubtedly the lowest cost method and also give buyers a local delivery experience. However, preparing overseas stocks in advance is not only an advantage, but also one of the difficulties currently encountered by H company. Part of the garments produced are stored in overseas warehouses in advance. Once the problems of excessive inventory and unsalable products occur, it will increase the difficulty of overseas warehouse storage management. The unsalable inventory of overseas warehouses of H clothing foreign trade company is shown in Table1: The unsalable inventory of middle-aged and elderly women’s clothing accounted for 46.29%, the unsalable inventory of young ladies accounted for 33.59%, and the unsold inventory of mature women’s clothing accounted for 11.72%.Table 1
Unsalable inventory of various garments in overseas warehouses of H Company.
SpeciesFrequency (pieces)Percentage (%)Young ladies34433.59Lightly cooked868.40Mature women12011.72Middle-aged and elderly women’s clothing47446.29It can be seen from Figure1 that the types of clothes in the unsalable inventory of company H’s overseas warehouses are middle-aged and elderly women’s clothing, young ladies’ and women’s clothing, mature women’s clothing, and lightly matured garments, from more to less. And after analyzing the unsalable inventory of H company’s overseas warehouses, it is found that the backlog of unsold inventory is caused by consumer returns on the one hand and poor sales of H company and a single sales channel on the other.Figure 1
Unsalable inventory of various garments in overseas warehouses of H Company.


### 4.2. Reasons for Return

By using overseas warehouses, company H can provide return and exchange services that are indistinguishable from those in China, but because it is online shopping, its return rate will always be higher than that of physical store sales. According to statistics, during the Double Eleven in 2020, the company’s return rate is as high as 26%. There are many reasons for return, such as goods, payment, and after-sales service that cause consumers to return. The statistics of consumers’ return reasons are shown in Table2.Table 2
Reasons for consumer returns.
Reasons for returnNumberingQuantityPercentage (%)Fabrics do not like1496.22Send the wrong goods or take the wrong goods2324.05The physical object does not match the online description336646.39After-sales service416120.41Quality issues5607.60The size does not fit6627.86Other7587.35It can be seen from Figure2 that consumers of company H have returned as much as 66.8% due to the inconsistency between the physical product and the online description and after-sales service. Some of the clothing returned because returns have damaged packaging, and some have been improperly folded and wrinkled. These can only be stored in overseas warehouses for repackaging, but when the accumulated quantity reaches a certain amount, it will become an inventory burden.Figure 2
Reasons for consumer returns.


### 4.3. H Company’s Overseas Warehouse Costs

H company is subject to foreign restrictions on goods as follows: the company’s cost of import tariffs on clothing has gradually increased, and strict customs inspections have caused many issues such as the return of large quantities of goods issued and even secondary transportation. On the other hand, domestic consumers have more requirements for styles and fabrics of foreign clothing. The high return rate increases the inventory of goods, increases the company’s warehousing costs, increases the customs clearance tasks for returning obsolete clothing to foreign countries, and increases transportation costs. And the company invests more in capital, technology, and personnel. The breakdown of company H’s 2018–2020 business costs (ten thousand Yuan) is shown in Figure3:Figure 3
2018–2020 business cost schedule of H company (ten thousand Yuan).


### 4.4. Import Mode Selection

Invite CBEC practitioners to assign scores to the abovementioned multiple factors in the three modes of direct mail, bonded stocking, and general trade import mentioned above (the score range is 1–5, 5 is very necessary, and 1 is very unnecessary); the criteria for assigning points are as follows: according to the practice of H company and other enterprises in the industry engaged in CBEC business, determine the degree of influence of different criteria on the three import modes. The higher the degree of influence, the higher the score. For example, the bonded warehouse (S1) is extremely critical to the bonded stocking model, so it is assigned a point of 5; the direct mail import model basically does not require a bonded warehouse, so it is assigned a point of 1; the general trade import needs a bonded warehouse between the above two models, thus assigned a score of 3. All scoring results are shown in Table3:Table 3
Import model scores.
NumberingDirect mail importBonded stockingGeneral trade importsAdequate supply of imported goods1544Transportation cost2333E-commerce experience6534By law4333Advantages of free trade zone5433Macroeconomics6333Credit rating7433Total score8271923From Table3 and Figure 4, it can be seen that the direct mail import model has greater advantages in factors such as import sources, e-commerce experience, bonded areas, and credit evaluation and has the highest total score. Therefore, we recommend that H company choose the import model of direct mail import when conducting CBEC business.Figure 4
Import model scores.


## 4.1. Analysis of Unsalable Inventory in Overseas Warehouses

The logistics and distribution of CBEC companies are critical to the seller’s cost or the buyer’s experience. Overseas warehouses are undoubtedly the lowest cost method and also give buyers a local delivery experience. However, preparing overseas stocks in advance is not only an advantage, but also one of the difficulties currently encountered by H company. Part of the garments produced are stored in overseas warehouses in advance. Once the problems of excessive inventory and unsalable products occur, it will increase the difficulty of overseas warehouse storage management. The unsalable inventory of overseas warehouses of H clothing foreign trade company is shown in Table1: The unsalable inventory of middle-aged and elderly women’s clothing accounted for 46.29%, the unsalable inventory of young ladies accounted for 33.59%, and the unsold inventory of mature women’s clothing accounted for 11.72%.Table 1
Unsalable inventory of various garments in overseas warehouses of H Company.
SpeciesFrequency (pieces)Percentage (%)Young ladies34433.59Lightly cooked868.40Mature women12011.72Middle-aged and elderly women’s clothing47446.29It can be seen from Figure1 that the types of clothes in the unsalable inventory of company H’s overseas warehouses are middle-aged and elderly women’s clothing, young ladies’ and women’s clothing, mature women’s clothing, and lightly matured garments, from more to less. And after analyzing the unsalable inventory of H company’s overseas warehouses, it is found that the backlog of unsold inventory is caused by consumer returns on the one hand and poor sales of H company and a single sales channel on the other.Figure 1
Unsalable inventory of various garments in overseas warehouses of H Company.


## 4.2. Reasons for Return

By using overseas warehouses, company H can provide return and exchange services that are indistinguishable from those in China, but because it is online shopping, its return rate will always be higher than that of physical store sales. According to statistics, during the Double Eleven in 2020, the company’s return rate is as high as 26%. There are many reasons for return, such as goods, payment, and after-sales service that cause consumers to return. The statistics of consumers’ return reasons are shown in Table2.Table 2
Reasons for consumer returns.
Reasons for returnNumberingQuantityPercentage (%)Fabrics do not like1496.22Send the wrong goods or take the wrong goods2324.05The physical object does not match the online description336646.39After-sales service416120.41Quality issues5607.60The size does not fit6627.86Other7587.35It can be seen from Figure2 that consumers of company H have returned as much as 66.8% due to the inconsistency between the physical product and the online description and after-sales service. Some of the clothing returned because returns have damaged packaging, and some have been improperly folded and wrinkled. These can only be stored in overseas warehouses for repackaging, but when the accumulated quantity reaches a certain amount, it will become an inventory burden.Figure 2
Reasons for consumer returns.


## 4.3. H Company’s Overseas Warehouse Costs

H company is subject to foreign restrictions on goods as follows: the company’s cost of import tariffs on clothing has gradually increased, and strict customs inspections have caused many issues such as the return of large quantities of goods issued and even secondary transportation. On the other hand, domestic consumers have more requirements for styles and fabrics of foreign clothing. The high return rate increases the inventory of goods, increases the company’s warehousing costs, increases the customs clearance tasks for returning obsolete clothing to foreign countries, and increases transportation costs. And the company invests more in capital, technology, and personnel. The breakdown of company H’s 2018–2020 business costs (ten thousand Yuan) is shown in Figure3:Figure 3
2018–2020 business cost schedule of H company (ten thousand Yuan).


## 4.4. Import Mode Selection

Invite CBEC practitioners to assign scores to the abovementioned multiple factors in the three modes of direct mail, bonded stocking, and general trade import mentioned above (the score range is 1–5, 5 is very necessary, and 1 is very unnecessary); the criteria for assigning points are as follows: according to the practice of H company and other enterprises in the industry engaged in CBEC business, determine the degree of influence of different criteria on the three import modes. The higher the degree of influence, the higher the score. For example, the bonded warehouse (S1) is extremely critical to the bonded stocking model, so it is assigned a point of 5; the direct mail import model basically does not require a bonded warehouse, so it is assigned a point of 1; the general trade import needs a bonded warehouse between the above two models, thus assigned a score of 3. All scoring results are shown in Table3:Table 3
Import model scores.
NumberingDirect mail importBonded stockingGeneral trade importsAdequate supply of imported goods1544Transportation cost2333E-commerce experience6534By law4333Advantages of free trade zone5433Macroeconomics6333Credit rating7433Total score8271923From Table3 and Figure 4, it can be seen that the direct mail import model has greater advantages in factors such as import sources, e-commerce experience, bonded areas, and credit evaluation and has the highest total score. Therefore, we recommend that H company choose the import model of direct mail import when conducting CBEC business.Figure 4
Import model scores.


## 5. Conclusion

With the in-depth development of our country’s cross-border import e-commerce industry, relevant companies should recognize the industry and market development trends in the fierce market competition and formulate reasonable marketing and market strategies based on their own development needs and choose the optimal import model. Carrying out effective cost management and supply chain management, building a sales platform, integrating CBEC, and strengthening the market competitiveness of enterprises greatly broaden the path for enterprises to enter the international market. Through the research on the selection of CBEC import models based on the AHP algorithm, this article proposes strategies for the development of CBEC companies, including strengthening the construction of cross-border payment systems, cross-border construction of foreign trade fast-moving consumer goods, improving border logistics networks, and strengthening risks awareness of prevention. With the development of artificial intelligence and intelligent robot, it has to be discussed that artificial intelligence itself is advanced research, and modern scientific research needs to be carried out from the perspective of the future. More importantly, AI in turn helps human beings finally understand the formation of their own intelligence.



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*Source: 1351178-2021-09-24.xml*