중국의 전자상거래 기업의 글로벌 진출 전략: 알리, 테무, 쉬인, 틱톡샵을 중심으로

초록

This study aims to analyze the globalization characteristics of major Chinese e-commerce platform companies that are seeking to overcome complex crises caused by U.S.-China strategic competition, China’s economic growth slowdown, and domestic market saturation, and to achieve sustainable growth. The research findings show that Alibaba is promoting cooperation with local businesses through its global selling program alongside its strategy of acquiring local platforms, while SHEIN has established an AI-based customized product supply system by internalizing the entire value chain from production to sales and after-sales service. Temu has successfully penetrated overseas markets through an ultra-low-price strategy and aggressive marketing utilizing China's domestic manufacturing network, while TikTok Shop has implemented a new form of social commerce by leveraging the strengths of its existing short-form video content platform. The global expansion of these Chinese platforms presents both opportunities and risks for the Korean economy. While there are positive aspects such as expanded opportunities for Korean domestic companies to enter overseas markets through global networks, there are also risks such as personal information protection and deepening platform dependency. In this context, Korea needs to establish strategies to secure its own competitiveness and implement institutional improvements from a balanced perspective, particularly emphasizing the indigenous competitiveness in platform technology development.

키워드