Yiyang CHENG,  Professor of College of Foreign Languages and Literature of Fudan University and Council Member of the Chinese Association for Latin American Studies, alongside Shuo SHI, Assistant Research Fellow at the Fudan Development Research Institute and Assistant Director of the Fudan-Pingan Research Institute for Macroeconomy, contends that Chinese cross-border e-commerce in Latin America must move beyond cut-throat competition, recognise market imbalance, and restore profitability, in order to achieve value leap through concerted efforts between state and platform. The Latin American e-commerce market holds growth potential yet exhibits profound developmental disparities. Chinese e-commerce platforms' concentration in Brazil risks overlooking opportunities in other nations. Chinese cross-border e-commerce platforms face multiple challenges in Latin America: exorbitant logistics costs, significant surtax, profit dilution of local payment model transitions, and deficiencies in crafting brand narratives and achieving social premium pricing for products. The key to breaking the deadlock lies in achieving a value leap in business models. This requires concerted efforts from both stsate and platform across four dimensions: establishing strategic dialogue mechanisms for digital technology and e-commerce cooperation; enhancing support for free trade agreements; guiding participation in formulating China-Latin America e-commerce cooperation protocols; and supporting involvement in overseas e-commerce industrial park development.

Translated by Mingduo QU

Full text in Chinese available at:

https://fddi.fudan.edu.cn/8b/59/c18965a756569/page.htm