A Study on the Mechanism of Cross-border E-commerce Platforms Empowering Chinese Brands to Go Global from the Perspective of Value Co-creation 
Liu Yushen

1 Al-Farabi Kazakh National University Farabi International Business School，Almaty，050040；

2 Shenzhen Zhiyi Supply Chain Management Co., Ltd.，Shenzhen City Guangdong Province，518083；

Abstract: As the digital economy continues to improve globally, platforms of cross-border e-commerce have been one of the major factors that will push Chinese brands to the international market. This paper, in the context of the value co-creation theory, examines how cross-border e-commerce sites enable Chinese companies to become global with the purpose of explaining how the platform resources, digital marketing, consumer interaction and ecosystem cooperation have influence on global brand expansion. In the first section of this paper, the theoretical basis of cross-border e-commerce and the value co-creation is introduced with the definition of the concepts, and the opportunities and threats of internationalization of Chinese brands are discussed.  Then it looks at the details of how the digital commerce across borders e-commerce sites can augment brand competitiveness by value co-creation with three aspects platform resource capabilities, digital marketing, and consumers engagement, and strategic cooperation and ecosystem development.  The paper will attempt to establish theoretical grounds and practical considerations to facilitate the promotion of cross-border e-commerce platform management and policy support.

Keywords:  cross-border e-commerce; Chinese brands; value co-creation; internationalization; platform empowerment

References

[1]Shenglin Ma,Hongjun Zeng,Huifang Liu & Han Yan.(2025).Impact of online reviews in virtual communities on cross-border e-commerce platform reputation.South African Journal of Business Management,56(1),e1-e15. https://doi.org/10.4102/SAJBM.V56I1.4984.

[2]Wanmin Zhang,Cui Jing & Wenhai Xu.(2025).Research on AI Translation in Cross-border E-commerce Scenarios.Modern Economics & Management Forum,6(5), https://doi.org/10.32629/MEMF.V6I5.4532.

[3](2025).Platform data empowerment in cross-border e-commerce and platform trust for sellers: a value co-creation perspective.Internet Research,35(4),1584-1602. https://doi.org/10.1108/INTR-02-2024-0301.

[4]Haixia Yu,Yushuang Zhang & Ying Liu.(2025).RETRACTED: Application and optimization analysis of language translation function in cross-border E-commerce platforms.Journal of Computational Methods in Sciences and Engineering,25(6),NP37-NP37. https://doi.org/10.1177/14727978251371937.

[5]Xiangchen Zhang,Hanyu Xia & Han Zheng.(2025).A Multimodal Discourse Analysis of Cross-Border E-Commerce Livestreaming: A Case Study of Textile Livestreams on the TikTok Platform.Open Journal of Modern Linguistics,15(04),707-719. https://doi.org/10.4236/OJML.2025.154041.

[6]Peilin Zhang.(2025).Legal Issues of Consumer Rights Protection in China's Cross-Border E-Commerce under the RCEP Framework.(eds.)Proceedings of the 3rd International Conference on Global Politics and Socio-Humanities（part2）(pp.304-309).Faculty of Law, Chulalongkorn University;