广东外贸工厂出海：海外仓成跨境电商新战场
界面新闻记者 | 张熹珑
Reporter | Zhang Xilong
在第135届广交会上，潮州餐厨具工厂负责人宋杰表示："现在找来的客户都在询问是否有海外仓，海外仓已经成为一种趋势"。这家五年前开始发展跨境电商业务的企业，主要面向日韩和欧美市场。
At the 135th Canton Fair, Song Jie, head of a Chaozhou kitchenware factory, said: "Now all the customers coming to us are asking if we have overseas warehouses. Overseas warehouses have become a trend". This company, which started cross-border e-commerce business five years ago, mainly targets markets in Japan, South Korea, Europe and America.
本届广交会首次设立跨境电商和海外仓展示区，11个省份组织了158家相关企业参展。作为"外贸第一大省"，广东当前出口呈现"冰火两重天"局面：机电产品增长强劲，而传统制造业面临挑战。
This Canton Fair for the first time set up a cross-border e-commerce and overseas warehouse exhibition area, with 158 related enterprises from 11 provinces participating. As the "largest foreign trade province", Guangdong's current exports show a "two extremes" situation: strong growth in electromechanical products, while traditional manufacturing faces challenges.
订单趋势：小批量、小体积
Order Trends: Small Batches, Small Volumes
传统外贸模式下的大批量采购正被小批量订单取代。宋杰表示："疫情后C端需求井喷，小体量订单越来越多，转型做C端成为趋势"。佛山家电工厂也反映，客户更青睐体积更小的产品以增加装柜数量。
Large-volume purchases under traditional foreign trade models are being replaced by small-batch orders. Song Jie said: "After the pandemic, C-end demand surged, small-volume orders are increasing, and shifting to C-end has become a trend". A Foshan home appliance factory also reported that customers prefer smaller products to increase container loading capacity.
加码海外仓布局
Accelerating Overseas Warehouse Deployment
海外仓已成为跨境电商竞争的关键。瀛和电子设置了132个海外仓，其总经理胡立新表示："海外仓模式下可以当日提货，而传统外贸需要1-2个月"。美国政策变化也促使企业加快海外仓建设。
Overseas warehouses have become key to cross-border e-commerce competition. Yinghe Electronics has set up 132 overseas warehouses. Its general manager Hu Lixin said: "Under the overseas warehouse model, goods can be picked up on the same day, while traditional foreign trade takes 1-2 months". Changes in U.S. policies have also prompted companies to accelerate overseas warehouse construction.
供应链转型：从"买鸡蛋"到"买鸡"
Supply Chain Transformation: From "Buying Eggs" to "Buying Chickens"
胡立新用形象比喻说明变化："以前客户买现成品，现在更倾向购买设备在本土生产"。这种转变反映了跨境电商本土化趋势，也推动企业向工贸一体模式转型。
Hu Lixin used a vivid metaphor to illustrate the changes: "In the past, customers bought finished products, now they prefer to buy equipment for local production". This shift reflects the localization trend of cross-border e-commerce and also promotes enterprises to transform into integrated industrial and trade models.
未来趋势：线上线下融合
Future Trend: Online-Offline Integration
彤鑫实业CEO张何文计划在美国开设线下门店："没有线下门店，线上品牌永远只是个商标"。这代表跨境电商正从单纯线上销售向全渠道品牌运营升级。
Tongxin Industrial CEO Zhang Hewen plans to open physical stores in the U.S.: "Without physical stores, an online brand will always just be a trademark". This represents cross-border e-commerce upgrading from pure online sales to omnichannel brand operations.
数据亮点：
Key Data:
- 2023年广东跨境电商进出口额8433亿元，同比增长25%
- Guangdong's cross-border e-commerce import and export volume in 2023: 843.3 billion yuan, up 25% year-on-year
- 本届广交会境外采购商到会人数18.92万，同比增长21.8%
- This Canton Fair attracted 189,200 overseas buyers, up 21.8% year-on-year
- PingPong数据显示广东地区B2B+B2C用户一季度同比增长超2倍
- PingPong data shows Guangdong's B2B+B2C users grew more than 2 times year-on-year in Q1
