Research on the Development Pathways and Transformation Strategies of Wenzhou's Cross-Border E-Commerce O2O: A Localized Innovation Perspective

This paper focuses on the development status and optimization paths of the cross-border e-commerce O2O model in Wenzhou. Against the backdrop of the global digital wave and domestic policy dividends, Wenzhou, leveraging its strong private economy foundation, vibrant industrial clusters, and strong government support, has actively deployed cross-border e-commerce O2O and achieved significant results. However, challenges such as logistics and payment risks, operational bottlenecks in experience stores, and intensified regional competition persist. Based on field research and SWOT analysis, this paper proposes systematic optimization strategies, ultimately aiming to build a new collaborative ecosystem involving "government, enterprises, and research" to explore a sustainable development path for cross-border e-commerce O2O with Wenzhou characteristics.