A Study on the Cross-Cultural Management Mechanism 
of International Operation of Chinese E-commerce 
Brands in a Multicultural Context

Weiqing Shi

doi:10.70711/memf.v3i4.8930

A Study on the Cross-Cultural Management Mechanism of International Operation of Chinese E-commerce Brands in a Multicultural Context

Weiqing Shi

Abstract

Based on the overseas practices of representative brands such as JMCY, Colorkey, and Xiangpiaopiao, this paper systematically analyzes the international operation models of Chinese e-commerce brands in multicultural contexts. It delves into their cross-cultural management mechanisms across dimensions such as product localization, marketing communication, channel strategy, and organizational adaptation.
Research indicates that successful cross-cultural management is not merely "standardized replication" but rather a dynamic balance between
"global vision and local deep cultivation." Its core lies in the effective integration of deep cultural insight, agile responsiveness, and technological empowerment.

Keywords

Cross-cultural management; Brand internationalization; Localization strategy; E-commerce overseas expansion; Beauty and FMCG

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DOI: http://dx.doi.org/10.70711/memf.v3i4.8930

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