跨境电商"黑五"大促观察：史上最长促销季背后的行业变革

跨境电商"黑五"大促观察：史上最长促销季背后的行业变革

Cross-border E-commerce "Black Friday" Insights: Industry Transformation Behind the Longest Promotion Season in History

2024年"黑五"大促从10月底就开始预热，堪称史上活动周期最长。视觉中国供图

The 2024 "Black Friday" promotion started warming up as early as the end of October, making it the longest promotion season in history. (Visual China Group photo)

"'黑五'不旺、旺季不旺，这两年已经是常态了。"阿米跨境创始人程桂良表示，"消费者更追求性价比，加上各平台竞争加剧，单一渠道的增长有限。"

"The 'Black Friday' season isn't as prosperous as before, and the peak season isn't that peak anymore - this has become the new normal in recent years," said Cheng Guiliang, founder of Ami Cross-border. "Consumers are more price-sensitive now, and with intensified competition among platforms, growth through single channels is limited."

促销周期延长：史上最长"黑五"

Extended Promotion Period: The Longest "Black Friday" in History

与国内的"双11"类似，"黑五"的战线正在被拉长。亚马逊大促周期从11月21日至12月2日，持续12天，已经是亚马逊史上最长"黑五"。

Similar to China's "Double 11", the "Black Friday" promotion period is being extended. Amazon's promotion lasted from November 21 to December 2, a total of 12 days - the longest "Black Friday" in Amazon's history.

中国"新势力"的加入，则将拉长购物节做得更彻底。Temu从10月20日就开启了预热，持续至12月5日，共47天。Shein和全球速卖通同样将促销周期延长至一个多月。

The entry of Chinese "new forces" has taken the extended shopping festival to another level. Temu started its promotion as early as October 20, lasting until December 5 - a total of 47 days. Shein and AliExpress similarly extended their promotion periods to over a month.

增量不增利：价格战逼近利润红线

Volume Growth Without Profit Growth: Price Wars Approaching Profit Margins

多位商家表示，"购物节被滥用，活动太多、折扣太多，天天都是特价"，导致促销效果一言难尽，甚至"只求不亏，不求赚钱"。

Many merchants said that "shopping festivals are being overused, with too many activities and discounts - every day seems to be a special offer day", making the promotion effects hard to describe, with some even "just hoping not to lose money rather than making profits".

Temu给出了90%的折扣，并限时推出25%消费返现活动；Shein为三十多万件商品推出了高达90%的折扣；亚马逊同样在商城内推出了10%-70%的折扣力度。

Temu offered 90% discounts with limited-time 25% cashback; Shein provided up to 90% discounts on over 300,000 items; Amazon also offered 10%-70% discounts in its marketplace.

平台格局变化：中国电商崛起

Changing Platform Landscape: Rise of Chinese E-commerce

在海外电商中，亚马逊目前仍坐稳第一把交椅。但Temu、Shein、全球速卖通、TikTok Shop等中国跨境平台的出现，正在打破维持了多年的一家独大格局。

Among overseas e-commerce platforms, Amazon still holds the top position. But the emergence of Chinese cross-border platforms like Temu, Shein, AliExpress and TikTok Shop is breaking the long-standing monopoly.

高盛研究报告显示，Temu是过去12到18个月全球增长最快的电商平台之一，月活跃用户已突破2.1亿，预计2024年其全球GMV将达到450亿美元。

According to Goldman Sachs research, Temu is one of the fastest-growing e-commerce platforms globally in the past 12-18 months, with monthly active users exceeding 210 million. Its global GMV is expected to reach $45 billion in 2024.

从"向下卷"到"向上卷"：寻求高价值突破

From "Rolling Down" to "Rolling Up": Seeking Breakthrough in High-value Products

随着低价厮杀已经逼近利润红线，商家们开始"向上卷"，在高价值产品上开疆拓土。深圳市骨莱特跨境电商有限公司CEO戴永文将手机壳的平均售价从9.99美元提高到17.7美元，卖得少了，但单件利润高了。

As price wars approach profit margins, merchants are starting to "roll up" by expanding into high-value products. Dai Yongwen, CEO of Shenzhen Gulait Cross-border E-commerce Co., increased the average price of phone cases from $9.99 to $17.7 - selling fewer units but with higher profit per item.

"任何事物都有边际效应，当一个产品售价无限接近它的绝对成本时，这个商业模式一定是不健康的。"程桂良说。

"Everything has marginal effects. When a product's price approaches its absolute cost, this business model is definitely unhealthy," said Cheng Guiliang.

跨境电商正在经历从价格战向价值战的转型，2024年的"黑五"大促或许将成为这一转变的重要里程碑。

Cross-border e-commerce is undergoing a transformation from price wars to value competition, and the 2024 "Black Friday" promotion might become an important milestone in this transition.