This paper identifies the competitive strategies of multi-product exporters based on the relationship between export prices and export amounts of products within the enterprises. The results show that both quality-based competition strategy and cost-based competition strategy exist in China's multi-product exporters, but the multi-product exporters adopting quality-based competition strategy are significantly higher than those adopting cost-based competition strategy in both quantity and performance. The identification results at the industry level show that nearly 60 percent of the industries adopt quality-based competition strategy significantly, while only 7.33% of the industries adopt cost-based competition strategy significantly. Combined with the industry attributes, it is found that industries at the upstream chain or (and) with low quality differentiation are more inclined to adopt the cost-based competition strategy, while industries at the middle and downstream chain or(and) with high quality differentiation are more inclined to adopt the quality-based competition strategy.