As Nantong's home textile enterprises seek to enhance the overall export capabilities of Jiangsu's home textile industry and accelerate expansion into overseas markets,they leverage innovations in cross-border e-commerce and diverse marketing strategies,focusing on strengthening brand promotion for both enterprises and products to elevate brand influence in international markets.This paper uses Nantong home textile enterprises as a case study,employing literature review and case analysis to explore challenges such as compliance changes,logistical difficulties,insufficient brand strength,and talent shortages in the realm of cross-border e-commerce.It subsequently proposes corresponding solutions and recommendations to improve the competitive edge of Jiangsu's home textile industry in the cross-border e-commerce arena.
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