传统贸易遭遇困境，而跨境出口电商构建的灵活、开放、高效的贸易环境成为我国贸易出口的新引擎和新动力，越来越多的中小微企业加入到跨境电商出口行业。选品策略是跨境出口电商最核心的问题。本文从利用数据分析进行选品、通过调研工具进行选品、根据消费者的需求特点进行选品、产品跟卖策略、是否建立品牌以及产品价格的选择这几个角度，提供跨境出口电商的选品策略，以期为中小微企业在实施跨境出口电商时提供参考。

关键词：跨境出口电商、选品策略、中小微企业

Traditional trade is in trouble, and the flexible, open and efficient trading environment built by cross-border e-commerce exporter has become a new engine and new driving force for China's trade exports, and more and more small and medium-sized enterprises have joined the cross-border e-commerce export industry. The selection strategy is the core issue of cross-border exporters. This paper provides cross-border e-commerce exporter selection strategy from the perspective of using data analysis for selection, selecting products through research tools, selecting products according to the characteristics of consumer demand, product and sales strategy, whether to establish a brand and product price selection, with a view to providing reference for small and medium-sized enterprises in the implementation of cross-border e-commerce exporter.

Keywords: Cross-border E-commerce Exporter, Selection Strategy, Small and Medium-sized Enterprises