跨境电商"出海四小龙"崛起：全托管模式如何重塑全球电商格局？
跨境电商"出海四小龙"崛起：全托管模式如何重塑全球电商格局？
How China's "Four Cross-Border E-Commerce Dragons" Are Reshaping Global E-Commerce with Full-Turnkey Model?
2023年，中国跨境电商行业迎来爆发式增长。海关总署数据显示，1-9月跨境电商进出口额达1.7万亿元，同比增长14.4%，其中出口增长17.7%，显著高于外贸整体增速。
In 2023, China's cross-border e-commerce industry experienced explosive growth. Customs data shows that from January to September, cross-border e-commerce import and export volume reached 1.7 trillion yuan, a year-on-year increase of 14.4%, with exports growing 17.7%, significantly higher than overall foreign trade growth.
以Temu、SHEIN、速卖通、TikTokShop为代表的"出海四小龙"表现尤为亮眼。根据data.ai数据，2023年11月全球购物App渗透率排名中，这三家中国企业已跻身Top10，而1月份时仅SHEIN位列第二。
The "Four Cross-Border E-Commerce Dragons" represented by Temu, SHEIN, AliExpress, and TikTokShop performed particularly well. According to data.ai, in November 2023, these three Chinese companies ranked in the Top 10 of global shopping app penetration, while in January only SHEIN ranked second.
全托管模式：跨境电商的新引擎
Full-Turnkey Model: The New Engine of Cross-Border E-Commerce
2022年9月，Temu率先推出全托管模式，随后速卖通、SHEIN和TikTokShop相继跟进。这种模式下，平台负责运营、物流、客服等环节，卖家只需专注生产。
In September 2022, Temu pioneered the full-turnkey model, followed by AliExpress, SHEIN and TikTokShop. Under this model, the platform handles operations, logistics, customer service and other aspects, while sellers only need to focus on production.
数据显示：
• 速卖通3月订单量同比增长超50%
• SHEIN预计2023年收入超300亿美元
• TikTok电商2024年GMV目标500亿美元
Data shows:
• AliExpress orders in March increased by more than 50% year-on-year
• SHEIN is expected to exceed $30 billion in revenue in 2023
• TikTok e-commerce targets $50 billion GMV in 2024
上市公司表现分化
Divergent Performance of Listed Companies
钛媒体统计的13家A股跨境电商企业中：
• 7家实现营收利润双增长
• 安克创新净利润增长46.09%
• 华凯易佰营收增长55%
Among 13 A-share cross-border e-commerce companies surveyed by Titan Media:
• 7 achieved double growth in revenue and profit
• Anker Innovations' net profit grew 46.09%
• Huakai Yibai's revenue grew 55%
未来挑战：平台选择与价格压力
Future Challenges: Platform Choice and Price Pressure
卖家面临关键选择：
• 亚马逊：高客单价但费率超50%
• 全托管平台：低价走量但未来收费模式不确定
Sellers face critical choices:
• Amazon: High unit price but fees exceed 50%
• Full-turnkey platforms: Low-price high-volume but future pricing model uncertain
专家预测，2024年可能出现混合发展模式，兼顾短期收益与长期品牌建设。具备强大供应链和品牌能力的卖家将更具竞争力。
Experts predict that 2024 may see a hybrid development model that balances short-term gains with long-term brand building. Sellers with strong supply chains and branding capabilities will be more competitive.
