In recent years, with the development of Internet economy, there are more and more cross-border e-commerce platforms. More and more college students enter cross-border e-commerce and choose cross-border e-commerce as the starting point to earn the first bucket of gold. However, there are many problems in the operation of cross-border e-commerce, such as no brand significance, inaccurate positioning, and lack of understanding of the target country. By analyzing these problems, this paper explores the development path of college student cross-border electronic commerce. Keywords: college students; Cross-border electronic commerce; As the last blue ocean of e-commerce, college students start cross-border e-commerce. Under the rapid development mode of global economic networking, many cross-border e-commerce platforms have been launched, showing a multi-angle development trend, which has provided great convenience for the lives of netizens around the world. Cross-border e-commerce has also become a very popular trading method with a huge market. Many countries attach great importance to cross-border electronic commerce and give it great support and convenience. Our country also strongly supports cross-border trade and encourages college students to start businesses on these platforms in their spare time. Because cross-border e-commerce is a new business model, the operation mode is simple, the input cost is low, and the operation risk is not great. It is a reliable way for college students to start their own businesses and generate income. Of course, as cross-border e-commerce is a new business model with short development time, it is difficult for college students to have comprehensive business experience, and there are many shortcomings in the actual operation process. This paper makes a rational analysis of the problems of college students in the process of cross-border e-commerce operation and puts forward solutions. 1. Definition of cross-border e-commerce: Simply put, cross-border e-commerce means that buyers and sellers conduct transactions in different customs areas through the Internet, from commodity display to buyer's ordering, payment and seller's delivery. Some China exporters communicate with overseas buyers through email and instant chat tools, and then deliver the goods to the buyers through international logistics. Enterprises and individual sellers conduct small-scale trade with overseas buyers through the Internet. Second, the development status of cross-border electronic commerce In recent years, the development of cross-border trade e-commerce has attracted the attention of all sectors of society, and government departments are also highly concerned about the future development of cross-border trade e-commerce in China. In order to create a good development environment, various departments have introduced relevant measures to establish and improve public infrastructure for e-commerce development, and actively guide individuals and enterprises to participate in cross-border trade e-commerce. Therefore, the development of cross-border electronic commerce in China is optimistic. The present situation of cross-border electronic commerce's industry development in China is mainly reflected in three characteristics: the scale of cross-border electronic commerce's transactions continues to expand, and its proportion in China's import and export trade is increasing; Cross-border e-commerce is mainly export business, and exporting cross-border e-commerce is expected to continue its rapid development trend; Cross-border e-commerce is mainly B2B business, and the B2C cross-border model is gradually emerging and has an expanding trend. At the same time, the support of national policies for cross-border e-commerce has been greatly enhanced, which reflects its important role as a development catalyst and provides the necessary endogenous power for the future development of cross-border e-commerce. At present, the growth rate of world trade tends to converge. In order to open up the market and improve efficiency, more and more businesses begin to pay attention to reducing circulation links, reducing circulation costs and narrowing the distance with foreign consumers, and cross-border electronic commerce is providing favorable channels for this. Third, the problems existing in the development of cross-border e-commerce for college students Due to the low barriers to entry for cross-border e-commerce, in recent years, more and more college students have also participated in cross-border e-commerce in order to transfer their first pot of gold in cross-border e-commerce. However, because college students have no contact with foreign trade industry, and some even have no experience in e-commerce, there are a series of problems in the operation of cross-border e-commerce, which restrict their development. 1. Capital crisis in cross-border e-commerce operation. The buyers and sellers of cross-border e-commerce are entities in different territories, so it takes a long time for the goods to arrive, and the seller's payment is already in the hands of the third-party payment platform before the buyer receives the goods, and the funds are slowly withdrawn. There are generally three sources for college students to start businesses on cross-border platforms: manufacturers to purchase goods, online markets to get goods, and online stores to sell goods on a commission basis, but the first two need to hoard funds for goods, which is costly for students. Most students adopt the mode of online shop consignment, but this will reduce profits. With the decrease of profits and the slow withdrawal of funds, college students are under great pressure in the process of cross-border e-commerce entrepreneurship. They are keen on low-priced products and don't pay attention to product quality. At present, there are a large number of low-priced products on cross-border platforms to compete, and some merchants even adopt the mode of 1+ 1 (product 1 yuan freight 1 yuan) to compete and occupy the market with low profits or even losses. In the early days, some college students also used low-priced products to seize the market in order to attract buyers. Or sell some fake and shoddy products in order to earn high profits, and do not do any market research and quality monitoring on the products themselves. 3. I don't know much about the customs of the target country. Cross-border e-commerce is aimed at different countries, so the customs and habits of different countries are the basis of cross-border product sales. However, most college students are blind in the process of engaging in cross-border e-commerce, and they will sell what products are hot and what products are cheap on the e-commerce platform. Regardless of the religion, customs and living habits of the country where the sales are located, the sales volume can't go up, and there are fewer and fewer visitors. Some even had platform disputes with customers and lost a good store ranking. Fourth, measures to solve the problem of cross-border e-commerce development of college students 1. Support from colleges and universities to ease the financial pressure At present, colleges and universities are actively promoting college students' entrepreneurship, not only with policy support, but also with financial support from many colleges and universities. College students can run their own shops and apply for school support at the same time, which can reduce the pressure. You can also apply for interest-free loans for college students' entrepreneurship to solve the pressure in the early stage of entrepreneurship. 2. Quality is the foundation of development. Although low-priced sales can quickly open the market in the early stage and earn some profits. But in the long run, the operators of cross-border e-commerce for college students should give up the price war and pay attention to the improvement of their own product quality. Establishing a stable customer base, providing good after-sales service and striving to build a product quality assurance system are the basis for the long-term development of cross-border e-commerce. 3. Understand the customs and consumption habits of the target country. Cross-border e-commerce enterprises need to understand the culture, customs and festivals, special preferences and consumption habits of the target market in order to formulate targeted marketing strategies and sell suitable products. In order to avoid offending customers in different markets, you can read more foreign books, newspapers and movies. , and understand their hobbies and living habits. In short, the operators of cross-border e-commerce for college students should deepen and learn the cultural differences of different countries after class, so as to go further and further on the road of cross-border e-commerce. V. Conclusion With the globalization of economy and trade, cross-border e-commerce has become more and more closely linked with the production chain of domestic small and medium-sized enterprises, which also provides many college students with opportunities to start businesses. However, many college students should do a good job in product quality control and constantly learn and understand the knowledge and common sense that cross-border e-commerce needs to master while starting a business on a cross-border platform. Only in this way can we make continuous progress and make the enterprise bigger and stronger.