A Systematic Literature Review on the Internationalization Development Path of Fuliang Tea E-commerce under the Rural Revitalization Strategy

Abstract

Aims: This study investigates the internationalization of Fuliang tea e-commerce under China’s rural revitalization strategy, identifying key challenges and opportunities for global market expansion. Study Design: Systematic Literature Review (SLR). Place and Duration of Study: Peer-reviewed Chinese and English publications from 2010 to 2025 were analyzed. Methodology: A total of 56 studies were selected based on relevance to the internationalization of tea e-commerce. Thematic analysis was conducted to extract insights on branding, quality standards and certification, logistics and after-sales services, talent cultivation, enterprise operations, and international risk management. Results: The review revealed multiple barriers to internationalization, including insufficient brand awareness, incomplete quality standards, low cross-border logistics efficiency, lack of professional talent, and inadequate risk management strategies. These challenges consistently limit the global competitiveness of Fuliang tea e-commerce. Conclusion: The study provides a theoretical framework and practical guidance for enhancing the internationalization of Fuliang tea and other local agricultural products. The findings inform enterprise strategies and policy interventions. Limitations include reliance on published sources and lack of micro-level empirical data, suggesting future research should incorporate field surveys and comparative case studies.