跨境进口电商生存困境：从繁荣到衰退的行业演变

跨境进口电商生存困境：从繁荣到衰退的行业演变

The Survival Dilemma of Cross-Border E-Commerce: Industry Evolution from Boom to Decline

近年来，跨境进口电商行业经历了从爆发式增长到深度调整的完整周期。 曾经风光无限的平台如今纷纷陷入困境，行业洗牌加速。

In recent years, the cross-border e-commerce import industry has experienced a complete cycle from explosive growth to deep adjustment. Once glorious platforms are now in trouble, and industry reshuffling is accelerating.

1. 黄金时代：政策红利与资本狂欢

1. Golden Age: Policy Dividends and Capital Carnival

2014年是中国跨境进口电商的关键转折点。海关总署连续发布两项重要公告，从政策层面认可了跨境电商的合法性。这一政策红利直接推动了行业的爆发式增长。

2014 was a critical turning point for China's cross-border e-commerce imports. The General Administration of Customs issued two important announcements that recognized the legality of cross-border e-commerce at the policy level. This policy dividend directly promoted the explosive growth of the industry.

数据显示，2015年跨境电商领域融资案例高达111起。洋码头、蜜芽等平台先后获得大额融资，行业呈现一片繁荣景象。

Data shows that there were as many as 111 financing cases in the cross-border e-commerce field in 2015. Platforms such as Yangmatou and Mia successively obtained large financing, and the industry showed a prosperous scene.

2. 政策收紧：行业迎来转折点

2. Policy Tightening: Industry Reaches Turning Point

2016年4月8日发布的《跨境税改新政》成为行业分水岭。新政实施后，跨境电商告别"免税时代"，合规成本大幅提升。

The "Cross-border Tax Reform New Policy" issued on April 8, 2016 became a watershed for the industry. After the implementation of the new policy, cross-border e-commerce bid farewell to the "tax-free era", and compliance costs increased significantly.

与此同时，行业问题集中爆发：假货泛滥、售后服务缺失、价格体系混乱。资本迅速撤离，2017年融资案例断崖式下跌至27起。

At the same time, industry problems broke out intensively: counterfeit goods flooding, lack of after-sales service, and chaotic price system. Capital quickly withdrew, and financing cases plummeted to 27 in 2017.

3. 巨头碾压：中小平台生存困境

3. Giant Crush: Survival Dilemma of Small and Medium Platforms

随着阿里、京东等巨头入局，中小平台在流量、供应链、资金等方面全面处于劣势。市场竞争格局迅速固化，天猫国际、网易考拉和京东国际形成第一梯队。

With the entry of giants such as Alibaba and JD.com, small and medium-sized platforms are at a comprehensive disadvantage in terms of traffic, supply chain, and capital. The market competition pattern quickly solidified, with Tmall Global, NetEase Kaola and JD International forming the first echelon.

洋码头创始人曾碧波坦言："2016年本已敲定的C轮融资，最终因为巨头涌入影响了机构的投资策略。"

Zeng Bibo, founder of Yangmatou, admitted: "The Series C financing that had been finalized in 2016 was ultimately affected by the influx of giants, which affected the investment strategy of institutions."

4. 转型求生：最后的挣扎

4. Transformation for Survival: Last Struggle

面临生存危机，各平台纷纷尝试转型：

Facing survival crisis, various platforms have tried to transform:

• 蜜芽转向社交电商，却陷入传销风波
• 洋码头发力"直播+短视频"，同时布局线下门店
• 考拉海购被阿里收购后逐步收缩

• Mia turned to social e-commerce, but got into MLM controversy
• Yangmatou focused on "live broadcast + short video", while laying out offline stores
• Kaola was acquired by Alibaba and gradually shrank

然而，这些转型大多收效甚微。2022年，蜜芽宣布关停，洋码头陷入现金流危机，考拉团队从400人缩减至不足20人。

However, most of these transformations have had little effect. In 2022, Mia announced its closure, Yangmatou fell into a cash flow crisis, and Kaola's team was reduced from 400 to less than 20.

5. 行业启示：垂直电商的宿命？

5. Industry Enlightenment: The Fate of Vertical E-Commerce?

跨境电商本质上属于垂直电商，在用户获取成本、规模效应等方面天然处于劣势。随着综合电商平台不断完善跨境业务，留给垂直平台的空间越来越小。

Cross-border e-commerce is essentially vertical e-commerce, and is naturally at a disadvantage in terms of user acquisition costs and scale effects. As comprehensive e-commerce platforms continue to improve their cross-border business, the space left for vertical platforms is getting smaller and smaller.

蜜芽CEO刘楠表示关停后将转型做品牌，这或许是垂直电商最后的出路。而洋码头的困境则警示我们：在资本寒冬下，没有独特竞争优势的平台将最先被淘汰。

Mia CEO Liu Nan said that after the closure, it will transform into a brand, which may be the last way out for vertical e-commerce. The predicament of Yangmatou warns us: In the capital winter, platforms without unique competitive advantages will be eliminated first.