Research on the Transformation Path of Cross-Border E-Commerce to Help Foreign Trade Enterprises

With the rapid development of cross-border e-commerce, foreign trade enterprises in Quanzhou are facing opportunities and challenges for transformation and upgrading. This paper first discusses the current development status of cross-border e-commerce, and further analyzes the transformation drivers of foreign trade enterprises in Quanzhou and the difficulties they face, including domestic and foreign market competition, low brand awareness, product quality, logistics and distribution. Then summarize the transformation path of foreign trade enterprises in Quanzhou: based on the characteristics of enterprises and market demand, strengthen technological innovation, talent training, brand building and other aspects to adapt to the development and changes of cross-border e-commerce, and improve the market competitiveness and profitability of enterprises.