Abstract:

With the development of consumption upgrading， consumers' consumption of fashion goods has changed from price orientation （cost orientation） to service / quality orientation. In the cross-border import e-commerce logistics operation， the integrated overseas warehouse logistics provider can provide value-added services， which often affects the consumer demand of customers. The product of the promised customer order cycle time execution rate， anti-counterfeiting traceability rate and customized service satisfaction rate is defined as the logistics value-added service level. To better meet the needs of customers， more and more cross-border e-commerce outsourcing logistics to integrated overseas warehouse logistics providers. Taking the cross-border e-commerce supply chain composed of a cross-border import e-commerce and an integrated overseas warehouse logistics provider as the research object， consumer demand is regarded as a function of fashion goods pricing， value-added logistics service level and random factors， and the optimization decision of logistics value-added service level and fashion goods pricing of cross-border e-commerce supply chain is studied.It is found that the level of logistics value-added service in cooperative game is much higher than that in non cooperative game； the pricing of fashion products is lower than that of non cooperative game， which makes the scale of cross-border e-commerce transactions higher than that of non cooperative game. Meanwhile， the increase of logistics value-added service coefficient， the decrease of cost coefficient of value-added service level and the decrease of price coefficient of fashion goods will have a beneficial impact on logistics value-added service level and system profit， and the performance of cooperative game is more prominent than non cooperative game.A very important finding is that when the logistics value-added service coefficientb>\mathrm{2.3}holds， or the price coefficienta\le \mathrm{2.3}holds， the cross-border e-commerce supply chain under the cooperative game can realize the win-win cooperation between the two parties with no coordination contract.In other cases， to coordinate the supply chain， the sensitivity analysis of cooperative game supply chain profit sharing contract shows that logistics providers can improve the profits of both parties by improving service level coefficient， reducing service level cost coefficient， and reducing price coefficient. For cross-border e-commerce retailer， the biggest benefit is from the decline of price coefficient.The management enlightenment of this study is that cross-border e-commerce retailers should focus on promoting and selling fashion products with good quality， fashionable design， and novel styles to lead consumer demand. Logistics providers focus on improving the level of value-added services and reducing the cost-of-service level. With the integrated cooperation of the two parties， reducing consumers' sensitivity to the price coefficient and improving consumers' sensitivity to the level of value-added services can automatically achieve a win-win cooperation.

Key words: cross-border e-commerce, fashion products, overseas warehouse logistics, logistics value-added service level, profit sharing mechanism