A Study on the Localization Model of Chinese Cross-border E-commerce Enterprises in Southeast Asia Based on Cultural Dimension Theory

Abstract

This paper uses Hofstede's theory of cultural dimensions as a framework to analyze the systemic impact of Southeast Asian cultural characteristics such as collectivism, high power distance, and religious diversity on the localization operations of Chinese cross-border
e-commerce enterprises. Through an analysis of the practices of companies like TikTok Shop and JD Logistics, it studies and constructs a
localization integration model driven by four dimensions: product, marketing, fulfillment, and talent. The research shows that deeply embedding cultural dimensions into the entire operational process is key to achieving a transformation from short-term "selling goods" to long-term
"establishment" in the market. This paper provides theoretical basis and practical path references for enterprises to conduct culturally adapted
operations in the Southeast Asian market.