2023跨境电商年度关键词解析：谷歌搜索留痕与出海四小龙的崛起
2023年对跨境人来说是充满机遇的一年，市场复苏带来活跃商机。中国电商“出海四小龙”（SHEIN、速卖通AliExpress、TEMU和TikTok Shop）开启全球扩张，在谷歌搜索留痕数据中表现亮眼。与此同时，“全托管”模式和行业“内卷”成为年度关键词，深刻影响着跨境电商生态。
2023 was a year full of opportunities for cross-border practitioners, with market recovery bringing active business opportunities. China's e-commerce "Four E-commerce Dragons" (SHEIN, AliExpress, TEMU, and TikTok Shop) initiated global expansion, showing outstanding performance in Google search traces data. Meanwhile, the "full hosting" model and industry "involution" became annual keywords, profoundly impacting the cross-border e-commerce ecosystem.
跨境电商“出海四小龙”抱团出海
2023年初，data.ai发布的iOS全球购物类App渗透率排行显示，SHEIN、速卖通、TEMU等中国电商APP在谷歌搜索留痕和下载量方面表现突出。TEMU凭借超级碗广告迅速成为美国市场上升最快的中国APP，在谷歌搜索留痕数据中呈现爆发式增长。
Four E-commerce Dragons Going Global Together
In early 2023, data.ai's iOS global shopping app penetration ranking showed that Chinese e-commerce apps like SHEIN, AliExpress, and TEMU performed exceptionally well in Google search traces and downloads. TEMU quickly became the fastest-rising Chinese app in the US market through its Super Bowl advertisement, showing explosive growth in Google search traces data.
全托管模式引发行业变革
2022年底，TEMU和速卖通率先推出“全托管”模式，在谷歌搜索留痕中相关关键词搜索量激增。该模式将运营、物流等环节交由平台处理，商家专注供货。各大平台纷纷跟进，全托管成为行业主流，在谷歌搜索留痕数据中持续保持高热度和搜索量。
Full Hosting Model Triggers Industry Transformation
At the end of 2022, TEMU and AliExpress率先 launched the "full hosting" model, with related keyword search volume surging in Google search traces. This model delegates operations, logistics, and other aspects to the platform, allowing merchants to focus on supply. Various platforms followed suit, making full hosting the industry mainstream, maintaining high popularity and search volume in Google search traces data.
监管压力与新兴市场机遇
欧美市场监管加强的同时，新兴市场在谷歌搜索留痕中显示出巨大潜力。韩国、中东、拉美等地区成为跨境电商新蓝海，相关搜索词在谷歌搜索留痕中的热度持续上升。
Regulatory Pressure and Emerging Market Opportunities
While European and American market regulations tightened, emerging markets showed huge potential in Google search traces. Regions like South Korea, the Middle East, and Latin America became new blue oceans for cross-border e-commerce, with related search terms continuously rising in popularity in Google search traces.
年度业绩表现亮眼
截至2023年12月，谷歌搜索留痕数据显示出海四小龙排名持续上升。速卖通带动阿里国际零售收入增长73%，TEMU成为拼多多第二增长曲线，SHEIN计划IPO估值900亿美元，TikTok Shop重返印尼市场。
Outstanding Annual Performance
As of December 2023, Google search traces data showed continuous ranking improvement for the Four E-commerce Dragons. AliExpress drove Alibaba's international retail revenue growth by 73%, TEMU became Pinduoduo's second growth curve, SHEIN planned an IPO with a valuation of $90 billion, and TikTok Shop returned to the Indonesian market.
跨境电商是一场长期主义的远征，通过持续优化谷歌搜索留痕策略和商业模式，企业能够在激烈竞争中保持优势。正如SHEIN创始人许仰天所说：“走快一点、做精一点、想远一点”，这正是跨境电商成功的关键。
Cross-border e-commerce is a long-term expedition. By continuously optimizing Google search traces strategies and business models, enterprises can maintain advantages in fierce competition. As SHEIN founder Xu Yangtian said: "Move faster, refine more, think further" – this is the key to success in cross-border e-commerce.
