Competitive Strategy of Chinese E- Commerce in Thailand
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Abstract
This research objectives were (1) to study the competitive strategy of Chinese e-commerce in Thailand, (2) to analyze the impacts on opportunity and challenge for Thai entrepreneurs received from the competitive strategy of Chinese e-commerce in Thailand, and (3) to propose guidelines and measure for Thai entrepreneurs to cope with the competitive strategy of Chinese e-commerce in Thailand. The research was qualitative. Key informants were 24 people who were involved or had knowledge of the competitive strategy of Chinese e-commerce in Thailand, both from the government sector, the private sector, and academics. Purposive selection was used. Semi-structured interviews were used as a tool for data collection. Data analysis was performed by summarizing descriptively.
The research results found that 1) the competitive strategies of Chinese E-Commerce in Thailand by the Chinese government played a crucial role in supporting e-commerce growth through infrastructure, logistics innovation, and tax policies that lower market entry barriers for Chinese businesses. Chinese platforms gained a competitive edge with cost advantages, fast delivery, AI-driven customer analysis, and diverse marketing strategies such as social media promotions and influencer collaborations, 2) the impacts on Thai Entrepreneurs were both opportunities and challenges. Opportunities included market expansion to Chinese consumers and innovation growth in Thailand. However, challenges arose from intense competition with low-priced Chinese products, negatively impacting SMEs, leading to capital outflows, increased bad debt, and rising advertising costs, and 3) the guidelines and measures for Thai entrepreneurs to cope with the competitive strategy of Chinese e-commerce in Thailand by key measures included implementing value-added tax collection, improving consumer protection laws, fostering government-private sector collaboration for a fair and transparent ecosystem, enhancing SMEs’ business capabilities, and developing Thailand’s own e-commerce platforms.
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