Abstract: As traditional foreign trade continues to slump, garment enterprises urgently need to get out of the predicament through the export transition. In this paper, combined with the basic characteristics of crossborder electronic commerce, analysis of the advantage of garment enterprises in cross-border electronic commerce could reduce transaction costs, expand the scope of the transaction and enhance competitiveness.The common problems of domestic garment enterprises in the supply chain, brand and concept were discussed, and then specific suggestions including enhancing the flexibility of supply chain, enhancing the brand premium ability and profound changes consciousness to use the Internet thinking were put forward.

Key words: cross-border electronic commerce; export transition; brand premium; Internet thinking