中国电商出海新格局：SHEIN、Temu与速卖通的全球战略解析
中国电商出海新格局：SHEIN、Temu与速卖通的全球战略解析
China's E-commerce Expansion: Analyzing SHEIN, Temu and AliExpress' Global Strategies
中国电商企业正在全球市场掀起新一轮浪潮。以SHEIN、拼多多旗下Temu和阿里巴巴速卖通为代表的平台，通过差异化战略在海外市场快速扩张。本文将深入分析三大平台的出海策略与核心竞争力。
China's e-commerce giants are making waves in global markets. Platforms like SHEIN, Temu (owned by Pinduoduo) and AliExpress (Alibaba) are expanding rapidly overseas with differentiated strategies. This article provides an in-depth analysis of their global expansion approaches and core competencies.
Temu：低价策略打开北美市场
Temu: Conquering North America with Low-price Strategy
Temu凭借拼多多的强力支持，在海外市场采取了激进的高举高打策略。其核心战术包括：
Backed by Pinduoduo's strong support, Temu has adopted an aggressive high-profile strategy in overseas markets. Its core tactics include:
- 大额补贴与免运费政策
- Generous subsidies and free shipping policy
- 超级碗等大型广告投放
- Massive ad campaigns including Super Bowl commercials
- 社交裂变式营销
- Viral social media marketing
数据显示，Temu上线仅半年就在美国购物类APP中排名第三，仅次于SHEIN和速卖通。
Data shows that within just six months of launch, Temu ranked third among shopping apps in the US, trailing only SHEIN and AliExpress.
SHEIN：构建"平台+链主"护城河
SHEIN: Building Moat with "Platform+Supply Chain Leader" Model
SHEIN的核心竞争力在于其独特的"小单快返"供应链模式：
SHEIN's core competency lies in its unique "small order fast return" supply chain model:
- 与2000+家服装供应商深度合作
- Deep collaboration with 2,000+ apparel suppliers
- 快速响应市场趋势的能力
- Rapid response to market trends
- 从女装向多品类扩展
- Expanding from women's wear to multiple categories
2022年SHEIN销售额达1560亿元，连续四年实现盈利。
In 2022, SHEIN achieved sales of 156 billion yuan, marking four consecutive years of profitability.
速卖通：全托管服务助力品牌出海
AliExpress: Full-Turnkey Service Empowers Brand Globalization
速卖通通过以下方式降低商家出海门槛：
AliExpress lowers the barrier for merchants to go global through:
- 托管代运营服务
- Full-turnkey operation services
- 优选仓物流解决方案
- Preferred warehouse logistics solutions
- 直接连接工厂与海外消费者
- Direct connection between factories and overseas consumers
典型案例显示，部分商家春节期间通过速卖通托管仓实现7天售罄1万只智能手表的业绩。
Case studies show some merchants sold out 10,000 smart watches in just 7 days during Spring Festival through AliExpress' managed warehouses.
总结：中国电商出海已进入新阶段，各平台凭借差异化优势在全球市场展开角逐。未来竞争将更加聚焦于供应链效率、本地化运营和品牌建设。
Conclusion: China's e-commerce globalization has entered a new phase, with platforms competing globally using differentiated advantages. Future competition will focus more on supply chain efficiency, localized operations and brand building.
