2024跨境电商"四小龙"出海奇遇：机遇与挑战并存
随着国内电商市场竞争日趋激烈，跨境电商领域同样硝烟弥漫。在2024年史上最长的"黑五"大促期间，速卖通、SHEIN、Temu、TikTok Shop等平台与亚马逊展开激烈角逐，在流量获取、价格战、服务体验等多维度展开全面竞争。
As domestic e-commerce competition intensifies, the cross-border e-commerce sector is equally fierce. During the longest "Black Friday" promotion in 2024, platforms like AliExpress, SHEIN, Temu, TikTok Shop engaged in fierce competition with Amazon, battling across multiple dimensions including traffic acquisition, price wars, and service experience.
阿里国际业务：增长与亏损并存
Alibaba International Business: Growth Amid Losses
阿里巴巴2025财年Q2财报显示，阿里国际数字商业集团(AIDC)收入同比增长29%至316.72亿元，但经调整EBITA亏损29.05亿元。亏损扩大主要源于对速卖通和Trendyol跨境业务的投入增加。
Alibaba's Q2 FY2025 financial report shows that Alibaba International Digital Commerce Group (AIDC) revenue increased by 29% year-on-year to 31.672 billion yuan, but adjusted EBITA loss was 2.905 billion yuan. The expanded loss mainly comes from increased investment in AliExpress and Trendyol's cross-border business.
新兴平台崛起：Temu与SHEIN的挑战
The Rise of New Platforms: Challenges from Temu and SHEIN
据SimilarWeb数据，2023年12月Temu独立访客达4.67亿，超越速卖通的4.22亿。SHEIN则以1.723亿访客位居第三。Temu凭借低价优势迅速覆盖全球80多个国家和地区，用户数已达亚马逊的91%。
According to SimilarWeb data, in December 2023, Temu had 467 million unique visitors, surpassing AliExpress's 422 million. SHEIN ranked third with 172.3 million visitors. With its low-price advantage, Temu has quickly covered more than 80 countries and regions worldwide, with user numbers reaching 91% of Amazon's.
合规挑战：全球市场的监管难题
Compliance Challenges: Regulatory Issues in Global Markets
2024年10月，Temu在印尼和越南先后遭遇限制。同时，随着多国调整跨境小包裹免税政策，跨境电商平台面临新的运营压力。平台需通过本地化策略和海外供应链建设来应对挑战。
In October 2024, Temu faced restrictions in Indonesia and Vietnam successively. Meanwhile, as many countries adjust tax-free policies for cross-border small packages, e-commerce platforms face new operational pressures. Platforms need to address challenges through localization strategies and overseas supply chain construction.
亚马逊的反击：低价策略应对竞争
Amazon's Counterattack: Low-price Strategy to Combat Competition
为应对Temu、SHEIN等平台的竞争，亚马逊在美国、欧洲等地推出Amazon Haul低价商店，采取类似Temu的全托管模式，同时下调低价服装商品的销售佣金。
To counter competition from platforms like Temu and SHEIN, Amazon launched the low-price store Amazon Haul in the US and Europe, adopting a fully hosted model similar to Temu, while reducing sales commissions for low-price clothing products.
展望2025年，跨境电商领域将迎来更激烈的竞争。各大平台需要在全球市场中寻找新增长点，采取更精细化的运营策略，才能在竞争中脱颖而出。
Looking ahead to 2025, the cross-border e-commerce sector will face more intense competition. Major platforms need to find new growth points in the global market and adopt more refined operational strategies to stand out in the competition.
