跨境电商服装卖家卷入"黑五"低价战：赚钱越来越靠运气
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史上最长"黑五"接近尾声，但今年许多跨境卖家说，生意没有达到预期。程雪原本是一名传统的服装工厂老板。2022年起，当跨境电商"四小龙"SHEIN、Temu、速卖通和Tiktok Shop在国际市场搅弄风云，陆续祭出0成本、0门槛的"全托管"招商策略时，大批中国"工厂型"服饰卖家蜂拥而至，走上了借道平台出海的道路。
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The longest "Black Friday" in history is coming to an end, but many cross-border sellers say their business performance fell short of expectations this year. Cheng Xue was originally a traditional clothing factory owner. Starting in 2022, when cross-border e-commerce "four dragons" SHEIN, Temu, AliExpress and Tiktok Shop stirred up the international market with their "full hosting" investment strategies featuring zero cost and zero threshold, a large number of Chinese "factory-type" clothing sellers flocked to these platforms to go overseas.
低价竞争成为行业常态
Low-price competition becomes industry norm
低价是新兴电商平台的杀手锏。在平台野蛮成长期，多数入局者都享受着流量红利期的欢愉。"只要跟着平台指示铺货，都能大赚一笔。"精准入局的程雪吃到了大把红利，生意年营业额一度超过了千万元。
Low prices are the trump card of emerging e-commerce platforms. During the platforms' rapid growth period, most participants enjoyed the benefits of traffic dividends. "As long as you follow the platform's instructions to stock goods, you can make a lot of money." Cheng Xue, who entered the market at the right time, enjoyed substantial dividends, with annual business revenue once exceeding tens of millions of yuan.
全托管模式的双刃剑
Double-edged sword of full hosting model
2023年之后，除了Temu，SHEIN、速卖通和TikTok Shop等跨境电商平台，均推出全托管模式。念云回忆道，彼时做跨境的服装商家正困于物流和仓储成本逐年上涨，这对于服装商家来说是一个利好消息。
After 2023, in addition to Temu, cross-border e-commerce platforms such as SHEIN, AliExpress and TikTok Shop have all launched full hosting models. Nian Yun recalled that at that time, cross-border clothing merchants were struggling with rising logistics and warehousing costs year by year, which was good news for clothing merchants.
中小卖家的生存困境
Survival dilemma of small and medium sellers
高退货率和不断增加的平台扣罚款项，逐渐成为念云和一众平台中小卖家的心病。直到今年年中，念云的生意连盈利都成了问题，他才惊觉，入局一年的时间，他的全托管业务订单占比已经超过整体生意的50%。
High return rates and increasing platform deductions and penalties have gradually become the heartache of Nian Yun and many small and medium-sized sellers on the platform. It wasn't until the middle of this year when Nian Yun's business couldn't even make a profit that he suddenly realized that after one year of entering the market, his full hosting business orders accounted for more than 50% of his overall business.
行业未来发展趋势
Future development trends of the industry
今年以来，Temu推出亚马逊等传统海外跨境平台所擅长的"半托管模式"，并在11月对美国卖家的招募也从此前需要邀请码转变为无条件开放；亚马逊宣布将在主站开辟低价商店入口，推出类似Temu、SHEIN等平台的"全托管模式"。
Since this year, Temu has launched a "semi-hosting model" that traditional overseas cross-border platforms such as Amazon are good at, and in November, the recruitment of American sellers was changed from requiring invitation codes to unconditional opening; Amazon announced that it will open a low-price store entrance on its main site and launch a "full hosting model" similar to platforms such as Temu and SHEIN.
总结：跨境电商行业已经从蓝海变成红海，平台间的价格战让中小卖家生存空间越来越小。对于服装类卖家来说，如何在保证质量的同时控制成本，将成为未来竞争的关键。
Conclusion: The cross-border e-commerce industry has changed from a blue ocean to a red ocean, and the price war between platforms has made the living space of small and medium-sized sellers smaller and smaller. For clothing sellers, how to control costs while ensuring quality will become the key to future competition.
