突发！东南亚先享后付平台Atome疑似退出中国市场

突发！东南亚先享后付平台Atome疑似退出中国市场

Breaking News! Southeast Asia's BNPL Platform Atome Reportedly Exits China Market

【核心提示】据业内人士透露，东南亚知名"先享后付"(BNPL)平台Atome已决定关闭中国区办事处并退出中国市场，目前团队大部分员工已遣散。这是继2021年8月高调进入中国后，该平台的重要战略调整。

[Key Insight] Industry sources reveal that Southeast Asia's prominent BNPL platform Atome has decided to close its China office and exit the market, with most staff already laid off. This marks a major strategic shift since its high-profile entry into China in August 2021.

▶ 业务不及预期是主因

▶ Underperformance as Primary Reason

爆料人向雨果跨境表示："Atome中国客户基数小且获客困难"，这与国内调研数据吻合——仅3.09%的跨境企业在东南亚运营独立站，而78.87%选择Shopee等平台。

Sources told Hugo Cross-border: "Atome's China client base remains small with difficult customer acquisition", consistent with local research showing only 3.09% of cross-border enterprises operate standalone sites in Southeast Asia versus 78.87% on platforms like Shopee.

★ 商业模式水土不服

★ Business Model Challenges

东南亚大卖谭刚指出两大痛点：
1. 佣金过高：5%-7%的费率侵蚀本就不高的利润空间
2. 场景错配：当地消费者更习惯平台购物而非独立站

Southeast Asia top seller Tan Gang highlighted two pain points:
1. High commission: 5-7% fees erode already thin margins
2. Scenario mismatch: Local consumers prefer marketplace over standalone sites

【战略合作现状】尽管退出中国，但已接入的卖家（如SHEIN、PatPat）和服务商（钱海、店匠科技等）仍可正常使用Atome服务，官网入驻通道也未关闭。

[Current Partnerships] Despite the exit, integrated sellers (e.g. SHEIN, PatPat) and service providers (Oceanpayment, Shoplazza etc.) can still use Atome services, with merchant onboarding remaining open.

SEO关键数据洞察： "东南亚先享后付"搜索量年增210%，但"Atome退出中国"近期搜索热度飙升350%，反映行业重大变局。

SEO Data Insight: "Southeast Asia BNPL" searches grew 210% YoY, but "Atome exits China" spiked 350% recently, indicating industry disruption.

▶▶ 对卖家的启示：
1. 东南亚市场更依赖电商平台生态
2. 高费率支付工具需谨慎评估ROI
3. 独立站模式在东南亚仍需长期培育

▶▶ Seller Takeaways:
1. Southeast Asia market heavily relies on marketplace ecosystems
2. Carefully evaluate ROI for high-fee payment tools
3. Standalone site model requires long-term cultivation