从内卷到外卷：中国服装企业的出海之路
中国电商平台正经历从"低价内卷"到"质量出海"的战略转型。进入2023年下半年，跨境电商与国内电商平台在经营策略上出现明显分化。国内平台如淘宝、拼多多转向"高质量发展"，而亚马逊、TikTok Shop等国际平台仍在强化低价竞争。
The Chinese e-commerce platforms are undergoing a strategic shift from "low-price internal competition" to "quality overseas expansion". In the second half of 2023, there has been a clear divergence in business strategies between cross-border and domestic e-commerce platforms. Domestic platforms like Taobao and Pinduoduo are shifting toward "high-quality development", while international platforms like Amazon and TikTok Shop continue to intensify low-price competition.
服装行业成为这场转型的典型代表。2024年618大促期间，预售制取消和仅退款政策给国内服装商家带来巨大冲击。数据显示，超过40家线上女装品牌宣布闭店，包括少女凯拉、罗拉密码等知名品牌。
The apparel industry has become a typical representative of this transformation. During the 2021 618 shopping festival, the cancellation of pre-sale systems and refund-only policies dealt a heavy blow to domestic apparel merchants. Data shows that over 40 online women's clothing brands, including well-known names like Shaonv Kaila and Lola Code, announced store closures.
出海成为服装企业的新选择。与国内30-50%的高退货率相比，美国亚马逊FBA女装退货率仅20%，自发货退货率更低至10%。日本市场退货率超过5%就会被视为异常。这种差异促使更多企业转向跨境电商。
Going global has become a new option for apparel companies. Compared to China's high return rate of 30-50%, the return rate for women's clothing on Amazon FBA in the US is only 20%, and even lower at 10% for merchant-fulfilled orders. In Japan, a return rate exceeding 5% is considered abnormal. These differences are driving more companies to turn to cross-border e-commerce.
成功出海案例显示，差异化定位是关键。大码女装品牌BloomChic、篮球袜专业品牌UZIS、Cosplay服饰DokiDoki等，都通过细分市场在海外获得成功。SDS定制平台专注3D全印服饰，与美国数十家品牌建立稳定供应链合作。
Successful overseas cases show that differentiated positioning is key. Plus-size women's wear brand BloomChic, basketball socks specialist UZIS, and cosplay apparel DokiDoki have all found success overseas by targeting niche markets. SDS customization platform focuses on 3D printed apparel, establishing stable supply chain cooperation with dozens of US brands.
专家建议：出海企业应避免简单复制国内低价模式，而应建立真正的差异化优势。天巫Ted指出："窄门往往才是生门"，深耕细分市场才能获得长期发展空间。
Expert advice: Companies going global should avoid simply replicating domestic low-price models and instead build genuine differentiated advantages. Tianwu Ted points out: "The narrow gate is often the gate to life", suggesting that only by deeply cultivating niche markets can companies gain long-term development space.
随着跨境电商平台费用上涨和监管趋严，行业正从供应链套利向品牌化转型。这要求中国企业改变思维，从"规模优先"转向"质量优先"，在全球化竞争中建立可持续的商业模式。
With rising platform fees and tightening regulations in cross-border e-commerce, the industry is transitioning from supply chain arbitrage to brand building. This requires Chinese companies to change their mindset, shifting from "scale first" to "quality first", and establish sustainable business models in global competition.
