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Aliexpress’s strategic choice for entering the E-Commerce market in Thailand

Last modified: April 29, 2021
Estimated reading time: 1 min
Project Title: Aliexpress’s strategic choice for entering the E-Commerce market in Thailand
Author: Ms. Yan Shijie
Advisor: Associate Professor Wei Qifeng
Degree: Master of Business Administration
Major: Business Administration
Faculty: Graduate Schools
Academic year: 2017


Yan, Shijie. (2017). Aliexpress’s strategic choice for entering the E-Commerce market in Thailand. (Independent study, Master of Business Administration). Bangkok: Siam University.


In recent years, China’s traditional export trade has slowed, but cross-border e-commerce has developed momentum. Cross-border e-commerce has the characteristics of shortening the trading phase and reducing costs, bypassing the traditional trade intermediary links, making it possible for producers to directly face end consumers, both to raise profits and to lower commodity prices. Because domestic e-commerce market is beginning to enter the saturated period, Chinese enterprises seek new markets abroad in order to get rid of fierce competition from the country.

When an enterprise wants to gain access to foreign markets, it is necessary to analyze the country’s environment and understand the local market and industry’s specific circumstances. SWOT is a common strategic analysis tool. This paper mainly studies the strategy selection of China’s cross-border e-commerce platform into Thailand, and is an example of Alibaba’s AliExpress, which shows whether it should enter the Thai market and how it should be entered.

Based on the 4M analysis, 7 ‘S analysis, PEST analysis and Porter’s five-force model, this paper analyzes the internal and external environment, finds out the strengths and weaknesses of the platform, the opportunities and threats existing in Thailand’s market and uses five points to quantify the four factors. The results show that the answer to whether or not to enter the Thai market should be in the market and exploit external opportunities and overcome internal weaknesses.

This paper studies the consumer market in Thailand by questionnaire and combines the research results and the SWOT analysis result with a combination of countermeasures and suggestions: the use of external opportunities is mainly taking advantage of the immature development and struggle of the e-commerce market in Thailand, to develop the logistics system of the Kunming International Highway. To overcome the internal weakness is to enter the Thai market through joint venture or acquisition way, establish a Thai-language social network tool, improve product quality and brand recognition, and establish the logistics system in Thailand.

Keywords:  cross-border e-commerce platform, AliExpress, strategic choice, SWOT quantizing analysis.

Aliexpress’s strategic choice for entering the E-Commerce market in Thailand

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand