Cross Border E-commerce Skills and Data Analysis

1  Competition Overview

1.1  Name

【BRICS2025-ST-111】Cross Border E-commerce Skills and Data Analysis

1.2  Purpose

Digitalization is profoundly changing the production and lifestyle of all mankind. Digital skills have become an important driving force for technological innovation and world economic growth. design of the competition is driven by the development of cross-border e-commerce industry, aims to cultivate cross-border e-commerce applied talents, and actively explores the deep integration international standards, occupational standards and professional teaching standards under the new format of cross-border e-commerce. This competition aims to drive the development of cross-border e-commerce within the framework of the “Belt and Road” initiative, aims to cultivate cross-border e-commerce applied talents serving the “Belt and Road”, aims to promote and innovation through competitions, and builds a platform for dialogue among talents, technology and industries in North Africa and BRICS and “Belt and Road” countries, helping young people future skills and serving regional digital transformation and sustainable development.

1.3  Participants

1.3.1  Age Requirement

Participants must be over 16 years old and under 22 years old, with no gender restrictions.

1.3.2  Team Composition

Each team consists of 5 members: 2 contestants, 1 expert instructor (mentor), 1 translator, and 1 team support staff (team leader). Contestants and the expert instructor are mandatory. Cross-school teams are not allowed.

2  Competition Content

2.1　Competition Tasks

The competition consists of 3 tasks as follows:

Task 1: Cross-Border E-Commerce Digital Marketing Operation (1 Hour)

1. a) In-store Merchant Self-Marketing
   This module includes coupon creation, fan marketing, discount marketing, scenario matching, and EDM marketing. It comprehensively assesses students’ skills in these areas, as well as business acumen and market insight. One typical task is designed, with a total score of 8 points (8% of the total score).
2. b) Platform Advertising Marketing

The module includes related competition content such as Foreign Trade Direct Pass, Product Showcase, Star Alliance Short Link, Affiliate Marketing Top Exhibition Stand, etc., comprehensively examining students’ skills in platform rules, operation strategy, cross-border e-commerce operation decisions, etc. This module designs  typical work task according to the content of platform advertising marketing, with a total score of 8 points, accounting for 8% of the total score.

1. c) Search Engine Advertising
   This module includes search engine marketing cognition, campaign management, ad group management, ad creation, keyword management, and performance analysis. It assesses students’ ability to create and manage search engine ad campaigns. One typical task is designed, with a total score of 8 points (8% of the total score).
2. d) Overseas Social Media Marketing
   This module covers Facebook, TikTok, and Instagram marketing. It evaluates students’ skills in creating and managing overseas social media campaigns. One typical task is designed, with a total score of 16 points (16% of the total score).

Task 2: Cross-Border E-Commerce Digital Marketing Sandbox Competition (1 Hour)

This module focuses on optimizing marketing strategies for in-store self-marketing, platform advertising, search engine advertising, and social media marketing. It assesses contestants’ knowledge of overseas marketing, advertising skills, innovation, risk awareness, and teamwork. Teams analyze store operation data and adjust strategies to improve performance. Scores are assigned based on the team’s virtual store performance ranking. Total score: 30 points (30% of the total score).

Task 3: Cross-Border E-Commerce Project Plan Presentation and Defense (15 Minutes)

Teams independently design a cross-border e-commerce创业方案 (entrepreneurial plan) over one month. The plan should include innovation points, feasibility analysis, implementation strategies, and financial projections. Presentations and defenses are conducted on-site. Total score: 30 points (30% of the total score).

2.2　Score Weight

The score distribution for each task is shown in Table 1:

• Score Weight Distribution of Competition Tasks

2.3　Competition Duration

The duration for each task is shown in Table 2:

• Duration of Competition Tasks

Note: The defense time is 15 minutes (≤15 minutes), including 10 minutes for team presentation (≤10 minutes) and5 minutes for judges’ questions and answers by the participating team (=5 minutes).

3　Evaluation Criteria

The expert and referee teams adhere to the principles of “fairness, impartiality, transparency, science, and innovation” to evaluate competition results comprehensively, including design, equipment operation, and professional conduct.

3.1　Scoring Criteria

• Detailed Scoring Criteria

3.2　Scoring Methods

1. a) The sandbox competition uses objective scoring generated automatically by the system. Presentations and defenses are scored by judges. The chief expert reviews and verifies all scores.
   b) The total score is 100 points. Teams are ranked by their total scores in descending order.

3.3　Evaluation Process

3.3.1　Result Scoring

Submitted works are scored according to event evaluation standards.

3.3.2　Penalty Deductions

Participants will face deductions for the following violations:

1. a) Accidents due to improper operation: 10–15 points deducted; severe cases result in disqualification;
2. b) Equipment damage or environmental pollution due to rule violations: 5–10 points deducted; severe cases result in disqualification;
3. c) Disturbing order or interfering with referees: 5–10 points deducted; severe cases result in disqualification;
4. d) Non-compliance with regulations (e.g., messy tool placement, disorganized workflow, improper attire, incomplete documentation): 5–10 points deducted based on severity.

3.3.3　Sampling Review

After all the summary tables of project scores are completed, two designated expert members will review and confirm the scores of all projects, and finally generate the total score of the participating teams, which will be signed and confirmed by the chief expert. Then, the work task book, all the record forms, confirmation forms and other related paper documents the spot will be sealed and signed, and handed over to the Organizing Committee.

All the altered parts in the scoring process need to be explained and filed to the chief expert and the problems found in the review process need to be explained and filed to the chief expert.

3.3.4　Score Tabulation

Scoring groups independently score assigned modules. In-process and post-task scores are combined, with daily workpieces scored the same day. USB data is sealed and submitted to the chief referee for safekeeping. All score sheets must be signed by referees and submitted to the expert team leader.

3.3.5　Ranking

Scores will be aggregated for ranking. In case of tied total scores, Task 1 scores will be used as the tiebreaker, followed by Tasks 2 and 3 in sequence.

3.3.6　Result Announcement

Results will be announced at the closing ceremony.

3.4　Awards

3.4.1　Certificates

Participating teams will receive award certificates issued by the competition organizers.

3.4.2  Gold, Silver, Bronze Medals, and Merit Awards

The competition will award gold, silver, bronze medals, and merit awards. Teams from all countries will be ranked collectively. The top 6 participants in each event will receive gold, silver, or bronze medals and certificates; participants ranked 7th to 9th will receive merit awards and certificate

3.4.3　Other Awards

Certificates will be issued to expert group members and referees. Organizations making outstanding contributions to the competition will receive the “Outstanding Contribution Award.” National organizing units that actively organize participation, conduct pre-competition training, and have no rule violations will receive the “Excellent Organization Award.”

4　Technical Platform

4.1　Cross-Border E-Commerce Digital Marketing Sandbox

4.1.1　Platform Introduction

The sandbox simulates mainstream in-store marketing tools (discounts, fan engagement, scenario matching) and external platforms (Google, Facebook, TikTok, Instagram). It features massive real-world data to replicate market competition and uses AI algorithms to evaluate operational decisions objectively, providing targeted feedback.

Figure 1  Software interface

4.1.2  Platform Functions

The cross-border e-commerce digital marketing operation comprehensive training platform has Chinese and English dual-language versions, and has developed English digital supporting based on foreign relevant vocational standards, adhering to the concept of “open and shared”, and helping the global international cross-border e-commerce talent training. It a comprehensive platform integrating marketing, promotion, management and service, which is suitable for multiple industries such as cross-border e-commerce, import and export trade, and international marketing. the training process, students will complete a variety of experimental content including but not limited to product selection management, commodity management, warehouse management, transaction management, store management, coupons, marketing, discount marketing, scene collocation, EDM marketing, foreign trade direct train, commodity display window, star and short link, alliance marketing, platform activity marketing, Google promotion TikTok promotion, Instagram promotion, Facebook promotion, etc. as a seller. Students need to adjust the operation according to the operation data, so as to achieve operation and decisionmaking. Students will gain a series of cross-border e-commerce operation and operation experience in this process, and improve their cross-border e-commerce innovation and entrepreneurship ability

Figure 2  Software interface

5　Safety Regulations

5.1　Safety Training

The safety officer organizes training for all referees, staff, and participants, who must pass assessments before competing.

5.2　Safety Facilities

Competition venues must comply with the following:

1. a) Layout, equipment, and materials meet safety standards and construction codes；
2. b) Necessary safety barriers, emergency exits, fire-fighting equipment, safety operation posters, and evacuation signs are provided;
3. c) Entrance security checks prohibit unauthorized items.

5.3　Medical Equipment and Measures

Venues must be staffed with medical personnel and equipped with first-aid facilities and protocols.