Recent few years, shopping through the Cross-border E-commerce platforms has been so prevalent that they begin to play an important role in foreign trade. This paper would take the E-commerce company named ABL¹ as our case, and analyse its macro-environment, the current situation and the development bottleneck. Based upon the research, we conclude that the environmental factor promoted the development of Cross-border E-commerce. However, problems such as homogeneous operation pattern between platforms and insufficient innovation exists. To survive from the severe competition, ABL, the newly established company, has got to make the new strategic planning and start the brand marketing.