Abstract: With the further implementation of the national digital economy strategy, cross-border e-commerce provides a new path for the transformation of traditional trade to digital trade. Based on the current crossborder e-commerce trade environment, this paper conducts in-depth research and analysis of the current situation of Zhejiang’s garment enterprises in carrying out digital marketing of cross-border e-commerce trade, and discusses the common problems faced in export cost, supply chain management and brand building. On this basis, the paper puts forward the digital marketing strategy for clothing enterprises, including reducing export costs, optimizing online and offline integrated channels, improving the response speed of the supply chain, and cultivating digital marketing concepts, so as to provide a reference for Zhejiang’s garment enterprises to deeply integrate marketing and digital technology.

Key words: cross-border e-commerce; Zhejiang; garment enterprises; digital marketing