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This article explores contemporary mobility and the new wave of Chinese emigrants in Thailand engaging in “Daigou”, a micro-entrepreneurial activity where individuals purchase local goods for customers in mainland China or elsewhere. This research employs qualitative approaches and methodology through a case study of Chinese residents in Thailand. It examines how these Daigou operators strategically navigate challenges in the post-COVID-19 landscape and amidst shifting global dynamics, especially in response to new Chinese e-commerce laws and competitive markets. Despite facing challenges posed by new regulations and changing market preferences, Daigou operators have demonstrated remarkable resilience and adaptability with three strategies: (1) maintaining a low profile or discontinuing practices, (2) using inventive language to evade AI detection, and (3) adapting professionally within legal frameworks. These adaptive strategies reflect responses to contemporary challenges and contribute significantly to a deeper understanding of transnational entrepreneurial subjects and the evolving landscape of transnational business cultures.

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“Daigou” Practices, Chinese Entrepreneurial Strategies, and Transnational Business Cultures: Case Study in Thailand

  • 章节

  • 出版模式：

    开放获取

  • 发表日期：

    2025年

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  • Pagon Gatchalee,
  • Aranya Siriphon,
  • Zhijian Cui

摘要

This article explores contemporary mobility and the new wave of Chinese emigrants in Thailand engaging in “Daigou”, a micro-entrepreneurial activity where individuals purchase local goods for customers in mainland China or elsewhere. This research employs qualitative approaches and methodology through a case study of Chinese residents in Thailand. It examines how these Daigou operators strategically navigate challenges in the post-COVID-19 landscape and amidst shifting global dynamics, especially in response to new Chinese e-commerce laws and competitive markets. Despite facing challenges posed by new regulations and changing market preferences, Daigou operators have demonstrated remarkable resilience and adaptability with three strategies: (1) maintaining a low profile or discontinuing practices, (2) using inventive language to evade AI detection, and (3) adapting professionally within legal frameworks. These adaptive strategies reflect responses to contemporary challenges and contribute significantly to a deeper understanding of transnational entrepreneurial subjects and the evolving landscape of transnational business cultures.