Cross-Border E-commerce English Communication Strategies for Silk Products Targeting the Belt and Road Market: Language Style, Cultural Adaptation, and Platform Optimization

This study focuses on optimizing the cross-border e-commerce strategy for silk products, a key natural fiber in the global textile industry, targeting the Belt and Road market. As a fundamental material in textiles, comparable to wool and cotton, silk possesses unique material properties derived from its protein structure and traditional weaving techniques. However, its market expansion faces challenges in digital representation and communication. This research adopts a pre-and post-control experiment addressing three aspects: language style, cultural adaptation, and platform optimization, with a focus on conveying the material science and technological value of silk. Seven indicators were established, including language understanding, cultural acceptance, and page click-through rate. Data were collected from platforms like AliExpress, analyzing how communication strategies impact consumer perception of silk's textile technology and quality. The results show that strategies such as integrating regional cultural symbols with material characteristics, simplifying technical language, and optimizing information structure can significantly enhance user cognition and purchase intention for silk products. This research provides an optimized path with practical significance for the broader textile industry, demonstrating that culturally adapted communication highlighting the unique aspects of textile products and processing can promote trade transformation more effectively. The study underscores the importance of integrating material science communication with marketing to achieve sustainable development in the traditional textile trade.