innosferaНаука и инновацииScience and Innovations1818-98572412-9372Издательский дом «Белорусская наука»10.29235/1818-9857-2026-07-57-64innosfera-1076Research ArticleЦИФРОВАЯ ПЕРСПЕКТИВАDIGITAL PERSPECTIVEИскусственный интеллект как инструмент локализации на рынке электронной коммерции КитаяArtificial intelligence as a tool for localization in china’s e-commerce marketЖуковаВ. А.ZhukovaV. A.

Владислава Александровна Жукова, аспирант

Минск

URL: https://innosfera.belnauka.by

Vladislava A. Zhukova, postgraduate student

Minsk

URL: https://innosfera.belnauka.by

vlada.zhukova.99@mail.ruАкадемия управления при Президенте Республики БеларусьБеларусьAcademy of Management under the President of the Republic of BelarusBelarus202614082026075764Copyright © Жукова В.А., 20262026Жукова В.А.Zhukova V.A.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://innosfera.belnauka.by/jour/article/view/1076

   Исследованы особенности интеграции искусственного интеллекта (ИИ) в сферу электронной коммерции Китая в условиях активизации трансграничной торговли и усложнения цифровой торговой среды.

   Предметом исследования выступают функциональные возможности встроенных ИИ-инструментов китайских платформ е-торговли и их роль в локализации иностранных брендов на рынке КНР.

   Рассмотрены практические примеры применения алгоритмов искусственного интеллекта на ведущих китайских площадках и выделены основные направления их использования, включая алгоритмическую гиперперсонализацию, интеллектуальную клиентскую поддержку и автоматизацию коммуникаций, генерацию и адаптацию мультимедийного контента, предиктивную аналитику и оптимизацию логистических процессов, а также интеллектуальную поддержку продавцов и аналитику данных. Проанализирована деятельность Национального павильона Беларуси – специализированной виртуальной торговой площадки – как примера практической реализации стратегии локализации отечественых товаров с помощью встроенных ИИ-инструментов китайских платформ. Обосновано, что применение искусственного интеллекта позволяет иностранным компаниям снижать институциональные, языковые и культурные барьеры выхода на рынок, сокращать маркетинговые и транзакционные издержки и обеспечивать эффективную локализацию брендов.

   The article examines the features of artificial intelligence (AI) integration into China’s e-commerce sector amid expanding cross-border trade and the growing complexity of the digital commerce environment.

   The study focuses on the functional capabilities of AI tools embedded in Chinese e-commerce platforms and their role in the localization of foreign brands in the Chinese market.

   Practical examples of artificial intelligence applications on leading Chinese platforms are presented, and the main areas of AI usage are identified, including algorithmic hyper-personalization, intelligent customer support and communication automation, multimedia content generation and adaptation, predictive analytics and logistics optimization, as well as intelligent seller support and data analytics. The activities of the National Pavilion of Belarus – a specialized virtual trading platform – are analyzed as an example of the practical implementation of a localization strategy for Belarusian products using embedded AI tools of Chinese platforms. It is substantiated that the use of embedded AI tools enables foreign companies to reduce institutional, linguistic and cultural barriers to market entry, decrease marketing and transaction costs, and facilitate effective brand localization.

искусственный интеллект (ИИ)трансграничная торговляэлектронная коммерцияплатформы электронной коммерциилокализация брендовживая коммерцияалгоритмическая персонализацияНациональный павильон Беларусиartificial intelligence (AI)cross-border tradee-commercee-commerce platformsbrand localizationlive commercealgorithmic personalizationNational Pavilion of BelarusReferencesМихневич С.И. О некоторых тенденциях глобальной электронной торговли, формирующихся под воздействием пандемии COVID-19 / С.И. Михневич // Общество и экономика. 2022. № 3. С. 63–73.Михневич С.И. О некоторых тенденциях глобальной электронной торговли, формирующихся под воздействием пандемии COVID-19 / С.И. Михневич // Общество и экономика. 2022. № 3. С. 63–73.E-commerce Market Size & Share Analysis – Growth Trends and Forecast (2026–2031) // https://www.mordorintelligence.com/industry-reports/global-ecommerce-market.E-commerce Market Size & Share Analysis – Growth Trends and Forecast (2026–2031) // https://www.mordorintelligence.com/industry-reports/global-ecommerce-market.Digital 2026 Global Overview Report // https://wearesocial.com/uk/blog/2025/10/digital-2026-global-overview-report/.Digital 2026 Global Overview Report // https://wearesocial.com/uk/blog/2025/10/digital-2026-global-overview-report/.Mobile E-commerce Stats in 2025: What Percentage of E-commerce Sales Are on Mobile Devices? // https://www.outerboxdesign.com/articles/digital-marketing/mobile-ecommerce-statistics/.Mobile E-commerce Stats in 2025: What Percentage of E-commerce Sales Are on Mobile Devices? // https://www.outerboxdesign.com/articles/digital-marketing/mobile-ecommerce-statistics/.Market Share of Buy Now Pay Later (BNPL) in Domestic E-commerce payments in 41 Countries and Territories Worldwide from 2016 to 2024 // https://www.statista.com/statistics/1233850/online-bnpl-penetration-country/.Market Share of Buy Now Pay Later (BNPL) in Domestic E-commerce payments in 41 Countries and Territories Worldwide from 2016 to 2024 // https://www.statista.com/statistics/1233850/online-bnpl-penetration-country/.AI in E-commerce Statistics (2025) // https://www.sellerscommerce.com/blog/ai-in-ecommerce-statistics/.AI in E-commerce Statistics (2025) // https://www.sellerscommerce.com/blog/ai-in-ecommerce-statistics/.Government AI Readiness Index 2025 // https://oxfordinsights.com/ai-readiness/government-ai-readiness-index-2025/.Government AI Readiness Index 2025 // https://oxfordinsights.com/ai-readiness/government-ai-readiness-index-2025/.Blueprint to Action: China’s Path to AI-Powered Industry Transformation // https://reports.weforum.org/docs/WEF_Blueprint_to_Action_Chinas_Path_to_AI-Powered_Industry_Transformation_2025.pdf.Blueprint to Action: China’s Path to AI-Powered Industry Transformation // https://reports.weforum.org/docs/WEF_Blueprint_to_Action_Chinas_Path_to_AI-Powered_Industry_Transformation_2025.pdf.China E-commerce Market Size & Share Analysis – Growth Trends and Forecast (2026–2031) // https://www.mordorintelligence.com/industry-reports/china-ecommerce-market.China E-commerce Market Size & Share Analysis – Growth Trends and Forecast (2026–2031) // https://www.mordorintelligence.com/industry-reports/china-ecommerce-market.China Has the Highest E-commerce Penetration in the World // https://ecdb.com/blog/global-online-share-ranking/5089.China Has the Highest E-commerce Penetration in the World // https://ecdb.com/blog/global-online-share-ranking/5089.The Mobile Economy China 2025 // https://www.gsma.com/solutions-and-impact/connectivity-for-good/mobile-economy/wp-content/uploads/2025/04/10042025-The-Mobile-Economy-China-2025.pdf.The Mobile Economy China 2025 // https://www.gsma.com/solutions-and-impact/connectivity-for-good/mobile-economy/wp-content/uploads/2025/04/10042025-The-Mobile-Economy-China-2025.pdf.Largest E-commerce Markets in the World (2025 Data) // https://www.sellerscommerce.com/blog/largest-ecommerce-markets/.Largest E-commerce Markets in the World (2025 Data) // https://www.sellerscommerce.com/blog/largest-ecommerce-markets/.«Великий камень» стал одной из ключевых платформ притяжения зарубежных технологий и инвестиций в Беларусь // https://www.sb.by/articles/blesk-zhemchuzhiny-shelkovogo-puti.html.«Великий камень» стал одной из ключевых платформ притяжения зарубежных технологий и инвестиций в Беларусь // https://www.sb.by/articles/blesk-zhemchuzhiny-shelkovogo-puti.html.How AI Gives Taobao’s One Billion Customers // https://www.imd.org/ibyimd/artificial-intelligence/how-ai-gives-taobaos-one-billion-customers-the-personal-touch/.How AI Gives Taobao’s One Billion Customers // https://www.imd.org/ibyimd/artificial-intelligence/how-ai-gives-taobaos-one-billion-customers-the-personal-touch/.Leveraging AI to Drive Sales Growth on Pinduoduo // https://pltfrm.com.cn/solutions/china-e-commerce-growth/ai-livestreaming/leveraging-ai-to-drive-sales-growth-on-pinduoduo/10816/.Leveraging AI to Drive Sales Growth on Pinduoduo // https://pltfrm.com.cn/solutions/china-e-commerce-growth/ai-livestreaming/leveraging-ai-to-drive-sales-growth-on-pinduoduo/10816/.Analysis of the Development Strategy of Bilibili in the Context of Artificial Intelligence // https://www.researchgate.net/publication/381533918_Analysis_of_the_Development_Strategy_of_Bilibili_in_the_Context_of_Artificial_Intelligence.Analysis of the Development Strategy of Bilibili in the Context of Artificial Intelligence // https://www.researchgate.net/publication/381533918_Analysis_of_the_Development_Strategy_of_Bilibili_in_the_Context_of_Artificial_Intelligence.Taobao and Tmall Upgrades Consumer Shopping Experience and Merchant Support through AI // https://www.alizila.com/taobao-and-tmall-upgrades-consumer-shopping-experience-and-merchant-support-through-ai/.Taobao and Tmall Upgrades Consumer Shopping Experience and Merchant Support through AI // https://www.alizila.com/taobao-and-tmall-upgrades-consumer-shopping-experience-and-merchant-support-through-ai/.Xiaohongshu Joins Wave of Chinese Firms Releasing Open-Source AI Models // https://www.businesstimes.com.sg/companies-markets/telcos-media-tech/xiaohongshu-joins-wave-chinese-firms-releasing-open-source-ai-models.Xiaohongshu Joins Wave of Chinese Firms Releasing Open-Source AI Models // https://www.businesstimes.com.sg/companies-markets/telcos-media-tech/xiaohongshu-joins-wave-chinese-firms-releasing-open-source-ai-models.Kwai: Enhancing Business Engagement with AI Integration // https://www.goodcall.com/business-productivity-ai/kwai.Kwai: Enhancing Business Engagement with AI Integration // https://www.goodcall.com/business-productivity-ai/kwai.The Application of AI Technology in China’s Douyin Live Commerce and Its E-commerce Strategy in a Cross-cultural Context – An Australian Example // https://wepub.org/index.php/TEBMR/article/view/3740/4089.The Application of AI Technology in China’s Douyin Live Commerce and Its E-commerce Strategy in a Cross-cultural Context – An Australian Example // https://wepub.org/index.php/TEBMR/article/view/3740/4089.Amid AI Content Boom in China, Douyin Vows Greater Scrutiny // https://www.tsinghua.edu.cn/en/info/1320/12226.htm.Amid AI Content Boom in China, Douyin Vows Greater Scrutiny // https://www.tsinghua.edu.cn/en/info/1320/12226.htm.JD Logistics Launches Super Brain Large Model 2.0 and Yilang Embodied Intelligence Robotic Arm System // https://www.aibase.com/news/21590.JD Logistics Launches Super Brain Large Model 2.0 and Yilang Embodied Intelligence Robotic Arm System // https://www.aibase.com/news/21590.Bilibili Unveils Support Program for Animated Microdramas // https://www.techinasia.com/news/bilibili-unveils-support-program-animated-microdramas?utm_source=news_by_ai&utm_medium=website&utm_campaign=see_also.Bilibili Unveils Support Program for Animated Microdramas // https://www.techinasia.com/news/bilibili-unveils-support-program-animated-microdramas?utm_source=news_by_ai&utm_medium=website&utm_campaign=see_also.Bilibili Uses Qwen AI to Boost Ad Efficiency 5x in 618 Sale // https://www.techinasia.com/news/bilibili-qwen-ai-boost-ad-efficiency-5x-618-sale.Bilibili Uses Qwen AI to Boost Ad Efficiency 5x in 618 Sale // https://www.techinasia.com/news/bilibili-qwen-ai-boost-ad-efficiency-5x-618-sale.WeChat: China’s Super-App Powerhouse // https://relevanceai.com/agent-templates-software/wechat.WeChat: China’s Super-App Powerhouse // https://relevanceai.com/agent-templates-software/wechat.

The authors declare that there are no conflicts of interest present.