中国电商出海三巨头：SHEIN、Temu和速卖通的全球化战略解析
中国电商出海三巨头：SHEIN、Temu和速卖通的全球化战略解析
China's E-commerce Giants Going Global: Analyzing the International Strategies of SHEIN, Temu and AliExpress
中国电商企业正在全球市场掀起波澜。以SHEIN、拼多多的Temu、阿里的速卖通为代表的电商平台，正在海外市场展开激烈竞争。
Chinese e-commerce companies are making waves in global markets. Leading platforms like SHEIN, Pinduoduo's Temu, and Alibaba's AliExpress are engaged in fierce competition overseas.
Temu的低价扩张策略
Temu's Low-Price Expansion Strategy
依托拼多多的支持，Temu在海外市场采取了激进的低价策略。平台提供全额退款不退货政策、全场免邮等优惠，迅速吸引了大批用户。
Backed by Pinduoduo, Temu has adopted an aggressive low-price strategy in overseas markets. The platform offers full refunds without returns, free shipping and other benefits, quickly attracting a large number of users.
数据显示，Temu上线仅半年就在国内电商APP海外用户中排名第三。平台通过超级碗广告、社交媒体营销等方式大规模投放，仅1月份就在Facebook投放了6400多条广告。
Data shows that within just six months of launch, Temu ranked third among Chinese e-commerce apps in overseas users. The platform has made large-scale investments through Super Bowl ads and social media marketing, placing over 6,400 ads on Facebook in January alone.
SHEIN的供应链优势
SHEIN's Supply Chain Advantages
SHEIN的核心竞争力在于其"平台+链主"的独特模式。平台通过前端消费数据洞察和后端"小单快返"的柔性供应链，实现了快速响应市场需求的能力。
SHEIN's core competitiveness lies in its unique "platform + supply chain leader" model. Through front-end consumer data insights and back-end "small order fast return" flexible supply chain, the platform has achieved rapid response to market demand.
2022年，SHEIN实现了7亿美元利润，连续四年盈利。平台正在将女装品类的成功经验复制到鞋包等其他品类，并加强本地化运营和物流效率。
In 2022, SHEIN achieved $700 million in profit, marking four consecutive years of profitability. The platform is replicating its success in women's clothing to other categories like shoes and bags, while strengthening localized operations and logistics efficiency.
速卖通的全托管服务
AliExpress' Fully Managed Services
速卖通近期推出了托管代运营服务，帮助商家解决物流、运营、售后等复杂环节。这种模式让商家可以专注于产品研发和供货，降低了出海门槛。
AliExpress recently launched fully managed services to help merchants solve complex issues like logistics, operations and after-sales. This model allows merchants to focus on product development and supply, lowering the barrier to going global.
平台还通过优选仓等基础设施，在部分市场实现了3天送达的物流体验。2021年末蒋凡接管海外业务后，速卖通更加注重推动国货品牌出海。
The platform has also achieved 3-day delivery in some markets through infrastructure like preferred warehouses. After Jiang Fan took over overseas operations in late 2021, AliExpress has placed greater emphasis on promoting Chinese brands going global.
总结：中国电商三巨头各具特色 - Temu以低价快速扩张，SHEIN深耕供应链，速卖通提供全流程服务。它们正在重塑全球电商格局。
Conclusion: The three Chinese e-commerce giants each have their own characteristics - Temu expands rapidly with low prices, SHEIN focuses on supply chain, and AliExpress provides end-to-end services. They are reshaping the global e-commerce landscape.
