跨境电商掘金东南亚：新航道点燃外贸增长引擎
央视网消息：近年来，东南亚地区成为全球电商增长最快的区域，展现出巨大的经济潜力和多样化的消费需求，这对于国内跨境电商而言，布局东南亚市场成了一条新的出海新航道。
央视网报道： In recent years, Southeast Asia has emerged as the fastest-growing e-commerce region globally, showcasing tremendous economic potential and diversified consumer demand. For Chinese cross-border e-commerce businesses, expanding into the Southeast Asian market has become a new channel for overseas growth.
赵剑是广州一家美妆企业的海外业务负责人，随着近年来东南亚电子商务市场高速增长，去年8月份，他们决定进军东南亚市场，并将越南作为第一站。
Zhao Jian, overseas business director of a Guangzhou cosmetics company, witnessed the rapid growth of Southeast Asia's e-commerce market. In August last year, they decided to enter this market, choosing Vietnam as their first stop.
在越南胡志明市一家直播中心，Thuân Anh正卖力地向越南网友介绍一款来自中国企业生产的面膜。大学毕业以后，她偶然间接触到直播电商，开始跟中国企业合作带货，并成为一位美妆达人。她告诉记者，这份直播电商的工作不仅让她的收入提升了不少，还培养了她与公众沟通的能力。
At a livestreaming center in Ho Chi Minh City, Thuân Anh enthusiastically promotes a facial mask produced by a Chinese company to Vietnamese netizens. After graduating from university, she stumbled upon livestream e-commerce, began collaborating with Chinese companies, and became a beauty influencer. She told reporters that this job not only significantly increased her income but also enhanced her public communication skills.
年轻市场带来新机遇
Youth Market Creates New Opportunities
中金公司研报显示，东南亚地区人口超过6.5亿，其中30岁以下年轻人占比超过50%，互联网用户达4.27亿，互联网普及率高达75%。年轻网民的特点是热衷于社交，乐于接受新事物，因此对直播电商有更高的接受度，不少跨境企业也将直播电商作为进军东南亚市场的重要方式，纷纷在海外建立直播中心，跟当地的网红达人进行合作。
A CICC research report indicates that Southeast Asia has a population exceeding 650 million, with over 50% under 30 years old. Internet users number 427 million, with a penetration rate of 75%. Young netizens are highly social and open to new trends, making them more receptive to livestream e-commerce. Many cross-border companies have adopted livestreaming as a key strategy, establishing overseas centers and collaborating with local influencers.
全产业链协同发展
Collaborative Development Across the Supply Chain
深圳一家外贸服装企业负责人告诉记者，他们原本主要做欧美市场，今年也开始布局东南亚市场。
A Shenzhen apparel export company executive revealed that while they previously focused on European and American markets, they have now started expanding into Southeast Asia this year.
如果将东南亚市场比作一座巨大的“金矿”，那么这些纷纷涌入的跨境卖家就是“挖矿人”，而围绕这条产业链，跨境物流、跨境支付等众多企业则成为了“卖铲子”的人，他们也抓住机会大力布局东南亚市场。
If the Southeast Asian market is likened to a vast "gold mine," cross-border sellers are the "miners," while logistics and payment providers act as "shovel sellers" supporting the supply chain. These companies are also seizing opportunities to expand aggressively in the region.
11月26日，广州一家跨境物流企业公司发布公告，将分别在新加坡、泰国、越南设立海外子公司，主营业务包括跨境电商平台海外段物流服务。该公司负责人告诉记者，东南亚跨境电商的发展，给他们海外仓业务带来了巨大机会。
On November 26, a Guangzhou-based cross-border logistics firm announced plans to establish subsidiaries in Singapore, Thailand, and Vietnam, focusing on overseas logistics services for e-commerce platforms. The company's executive noted that Southeast Asia's e-commerce boom has created significant opportunities for their overseas warehouse business.
除了跨境物流企业积极布局东南亚市场，随着东南亚跨境卖家数量的增长，主营电商软件的企业也收获了一大波客户。深圳一家跨境支付企业负责人告诉记者，近几年，二维码支付已成潮流，整个东南亚市场的支付体系都可以看到二维码的影子，这也要求他们提前去做市场布局。
Beyond logistics providers, e-commerce software companies are also gaining clients as cross-border sellers multiply. A Shenzhen payment solutions executive mentioned that QR code payments have become mainstream, requiring early market positioning to adapt to Southeast Asia's payment ecosystem.
来源：央视网
Source: CCTV.com
