1. Introduction

In the tide of global economic integration, the rise of cross-border e-commerce has opened up new market areas, requiring companies to strengthen product promotion and transaction security to build international trust. Alibaba International, China's top B2B e-commerce platform, has facilitated smoother international trade through innovative business models and strategic initiatives. These measures effectively mitigate the risks associated with cross-border transactions, foster trust among users, and facilitate the successful completion of transactions. This study aims to delve into its critical strategies for success, showing the role of business models, market strategies, platform services, and network effects in enhancing global trade. The research methodology includes case study analysis and literature review, focusing on meeting international transactions' needs, enhancing efficiency and security, and improving user experience with technological innovation. This study aims to distill the experience of Alibaba International, provide suggestions for the e-commerce community, and deepen the understanding of cross-border e-commerce market development.

2. Business Model Analysis

Despite increasingly fierce competition in global e-commerce, Alibaba International Station stands out in the market through its innovative business model, especially the strategic implementation of innovative marketing and trust building, which supports the success of cross-border e-commerce transactions.

At the core of Alibaba International Station's business model are its innovative marketing strategies (promotion) and the continuous strengthening of trust in transaction security (guarantee).

2.1. Alibaba International Utilizes Data and Multi-channel Marketing to Expand Global Reach.

The platform not only provides a marketplace that will cover over 40 million buyers and 200,000+ sellers connected to more than 200+ countries globally [1], but it also implements a series of innovative marketing campaigns to attract and maintain users through a deeper understanding of market demand and customer behavior. Alibaba is not a traditional retailer. It does not purchase or keep inventory, and third-party providers provide logistics services. Zeng said, 'Alibaba is not a retailer in the traditional sense. It does not source or keep stock, and logistics services are carried out by third-party providers. Instead, Alibaba is what you get if you take all the functions associated with retail and coordinate them online into a sprawling, data-driven network of sellers, marketers, service providers, logistics companies, and manufacturers[2].For example, Alibaba International uses big data analytics to optimize its search engine marketing (SEM) and search engine optimization (SEO) strategies to provide sellers with precise words for their products. The study shows that the SEM model has a high positive correlation with innovation performance. These factors also demonstrate a significant impact on sustainable development. The results could shed light on how e-commerce companies win the competition [3]. They ensure that buyers can easily find the products they need. The platform offers semi-managed services where merchants independently operate their stores while the platform manages logistics, financing, and after-sales complexities. In addition, through diverse promotional methods such as social media, customized email marketing, and online and offline trade shows, the platform has successfully increased its brand visibility and facilitated interaction and transactions between buyers and sellers.

2.2. The Platform's Transaction Security with Authentication and Protection Services.

In terms of trust building, Alibaba International has significantly enhanced the transaction security of the platform by implementing strict supplier certification procedures, providing trade assurance services, and a secure payment system, such as Alipay, which is part of the Ali Group. These measures effectively mitigate the risks associated with cross-border transactions, foster trust among users, and facilitate the successful completion of transactions. Alibaba International also launched the Trade Assurance Service, which provides buyers and sellers with transaction insurance so that buyers can be compensated in the event of any problems with the transaction, greatly enhancing buyers' confidence. As Alibaba Group declares, its mission is "to make the world a better place"[4].

Overall, Alibaba business model is based not only on its primary function as a cross-border e-commerce platform but also on the implementation of innovative marketing and trust-building strategies to provide an efficient and secure trading environment for buyers and sellers around the world. Alibaba's Business Model has led to remarkable success in the global e-commerce market and a record of more than $100 billion in transactions [5].

3. Alibaba Platform Features

Following the discussion of Alibaba's business model, it continues to delve into its unique platform features, which are not only a tangible manifestation of the successful implementation of its business model but also further drive the platform's competitive advantage and market position. Alibaba has deepened customer engagement and improved the transaction success rate through the following key areas of innovation.

3.1. Enhancing Supplier Reputation and Buyer Experience through the "Verified Supplier" Program and AI Technology

In addition to the basic services mentioned in the Business Model, Alibaba also provides a series of customized services. Launching the 'Verified Supplier' program requires companies to upload a series of qualifications and certificates for verification and apply for the program only after the platform's personnel have conducted a rigorous on-site survey to ensure that everything meets the requirements. Therefore, Verified Supplier is a member service program for suppliers and provides a series of value-added services to improve suppliers' credibility and visibility while providing buyers with a more reliable sourcing channel. Secondly, we offer a first-year protection plan for sellers who have gone through the Verified Supplier program, with a dedicated account manager to assist in any problems encountered in the process of promotion, marketing, traffic, forwarding and transportation, and taxation. Because of this, comprehensive and strict supplier services and verification also give the buyer great protection. As Jeff said on Alibaba International, "I can choose suppliers from Alibaba International's Verified Supplier and judge whether a merchant is trustworthy by the verified showrooms, factory inspection videos, real certificates, in-depth enterprise certifications, product features, on the Verified Supplier platform." [6]

After winning the business opportunity, Ali International Station will provide Ali's own product-OKKI Xiaoman CRM, which maximizes the value of data with cloud computing, big data, AI technology and one-stop digital intelligence operation as the core to change the work experience of sellers. Alibaba believes that Artificial Intelligence (AI) is the future and that the ability to optimize big data through AI technology is critical.[7] It helps buyers with customer mining, marketing, sales, transaction management, and other operations to effectively manage transactions and seize business opportunities. For buyers: Provide perfect credit protection services, from payment, goods inspection, and after-sales protection; one-stop service ultimately aims to let buyers feel at ease with the transaction. Alibaba International Station uses AI technology to analyze buyers' browsing and purchase history and recommend products of potential interest. This strategy helped the platform increase buyer activity by 15% in 2019.

3.2. Building Full-service Ecosystem to Deepen Users' Trust in Alibaba

B2B platforms can create network effects that change industry value chains. Open platforms are open to third-party contributors, such as Alibaba, making openness part of the value proposition. [8] Beyond the discussion of key partners in the "Business Models" section, Alibaba provides platform users with one-stop comprehensive services through the establishment of a broader ecosystem covering payment (Alipay), logistics (Cainiao Network), finance (Ant Financial Services), technology (AliCloud) and other partners and service. Being under the same Ali collective, the close connection further strengthens the trust of both buyers and sellers on Ali's international website. According to Feedough's analysis, each platform contributes to Alibaba's ecosystem, integrating services to create an integrated network that supports all aspects of e-commerce, trade, and business operations [9]. This ecosystem building not only increases the attractiveness of the platform but also contributes to the success of cross-border transactions by providing more sophisticated and efficient solutions that facilitate the success of cross-border transactions.

4. Marketing Strategies

After exploring Alibaba International's business model, platform features, and the positive impact of its network effects, marketing strategy becomes the key to its success.

4.1. Marketing Benefits of the Verified Supplier Program

In the past ten years, the number of enterprises registering for the Verified Supplier program has grown from 130,000 to nearly 250,000. This growth figure reflects that Alibaba has been able to achieve its success through precise market positioning and effective marketing strategies. The Verified Supplier program has attracted more high-quality suppliers to join, thus enriching the platform's product diversity and improving service quality. Specifically, the Verified Supplier logo has become a symbol of quality and trust, giving suppliers an edge in reliability in a competitive marketplace. During the period of surge in the number of users of the epidemic, the number of buyers who ticked Verified Supplier merchants in the main search increased by 52%, the number of buyers who screened using certificates increased by 85%, and the number of people clicking on and playing the video of Verified Supplierfactory inspection increased by 210% [10].

4.2. Keeping Trading Alive with Online Exhibitions and Live Streaming for Global Trade Growth

In the first half of 2020, changes in demand due to the global epidemic prompted a substantial expansion of cross-border e-commerce. By quickly adapting to this change in demand, Alibaba has increased its investment in and support for cross-border e-commerce, effectively "stabilizing foreign trade" and forming a new trade pattern. In the face of the restrictions on traditional trade shows caused by the epidemic, Alibaba International Station innovatively launched online exhibitions and Class B live broadcasts, ensuring the continuity of transactions and providing a new interactive platform for global buyers and sellers, increasing trading opportunities and activity. In the first half of the year, Alibaba International Station saw an 80% year-on-year increase in paid transactions, a 98% year-on-year increase in the number of orders, and a 60% year-on-year increase in the number of paid buyers. Especially in June, the year-on-year growth of paid transactions reached 126% and maintained a triple-digit growth rate in July [11]. For the 2020 Spring Thunder Project online exhibition, Alibaba provided 3D virtual showroom technology, enabling buyers to experience products more realistically online. This innovation attracted more than 100,000 international buyers, with many European buyers saying that the virtual showroom greatly enhanced their shopping experience and made them more willing to complete transactions on the platform. According to the Alibaba Supplier Report, the import and export volume through the customs cross-border e-commerce management platform increased by 52.8% year-on-year in the third quarter of 2020, [12] an achievement that is a testament to the success of Alibaba's international website marketing strategy. The innovative use of online trade shows continues to pay dividends even after the end of the epidemic. In the future, as the global market continues to change and e-commerce technology further develops, Alibaba will continue to explore and implement more innovative marketing strategies to maintain its leading position in cross-border e-commerce and promote the further development of global trade.

5. Examples and Implications of Network Effects

5.1. Example of Positive Network Effect

The positive network effect is particularly evident in the business strategy of Taoding Trading Co. Shen Maomao utilized the platform advantage of Alibaba International Station to successfully promote the company's dumpling machines to the global market, expanding the potential market through an ever-increasing base of global buyers, thus attracting more suppliers to join the platform. This mechanism of synchronized growth between supply and demand not only enhances the platform's activity but also significantly boosts the diversity and competitiveness of suppliers, enabling the platform to offer a richer selection of products at more competitive prices, ultimately fostering mutual prosperity for both the platform and its merchants [13]. In addition, through practical data analysis and market forecasting, Maomao Shen and her team can pinpoint market demand and thus create explosive products that satisfy the needs of consumers worldwide, which are quickly recognized by the market, further strengthening the cycle of positive network effects.

5.2. Example of Cross-Side Network Effect

Cross-side network effects demonstrate the core strength of multilateral platforms, namely how growth on one side of the platform affects performance on the other. In Shen Maomao's case, as the number of international buyers increases, the platform becomes more attractive, prompting more sellers, like Tao Ding Trade, to increase their marketing and product placement on the platform. This positive feedback loop from buyer to seller significantly improves the shopping experience for buyers as they enjoy more product choices and better price competition. At the same time, Alibaba International enables buyers to share buying experiences and product usage feedback through its efficient online Q&A and evaluation system, which increases the richness of the platform's content and information transparency, improves trust among new buyers, and further facilitates buyer and seller onboarding [14]. The realization of this cross-side network effect not only promotes the growth of Taoding Commerce but also validates the strong momentum of Alibaba as a multilateral platform.

6. Conclusion

By carefully exploring the successful practice of Alibaba in cross-border e-commerce, this paper analyzes in depth the four critical dimensions of its business model, platform features, marketing strategy, and network effect, revealing how Alibaba attracts users, promotes transaction success, and builds trust in the global market through these comprehensive strategies. Alibaba provides strong platform support for global buyers and sellers through its business model. It utilizes its platform features to enhance user experience and market appeal and accelerates the platform's growth momentum by effectively leveraging network effects. In the face of global economic fluctuations and challenges posed by the epidemic, Alibaba International Website plans to utilize its powerful data analysis capabilities to deeply predict market dynamics and customize precise market entry strategies for suppliers. At the same time, Alibaba strengthens its cooperative relationship with global logistics partners to ensure the continuous stability of the supply chain to respond to future market changes effectively. Through these continuous innovations and optimization measures, Alibaba intends to consolidate further its leading position in the global cross-border e-commerce sector, aiming to drive global trade more conveniently and efficiently and create more excellent value for global merchants and consumers. However, in the face of these efforts, the current study needs more in-depth data analysis, case diversity, and deep integration of theory and practice. In the future, by introducing a more comprehensive range of industry cases, strengthening real-time market data analysis, and deepening the combination of theory and Alibaba International Station practice, this study expects to provide more comprehensive insights and strategic recommendations for the continued development of Alibaba International Station and the entire cross-border e-commerce sector.