跨境电商新战场：阿里巴巴、SHEIN和拼多多TEMU如何抢占欧洲市场？
随着东南亚市场逐渐饱和，中国跨境电商巨头们正将目光转向欧洲这个潜力巨大的新战场。 阿里巴巴、SHEIN和拼多多旗下的TEMU都在加速布局欧洲市场，试图在这片电商热土上分得一杯羹。
As the Southeast Asian market becomes increasingly saturated, Chinese cross-border e-commerce giants are turning their attention to Europe, a new battlefield with huge potential. Alibaba, SHEIN and Pinduoduo's TEMU are all accelerating their layout in the European market, trying to get a share of this e-commerce hotspot.
阿里巴巴集团总裁迈克尔·埃文斯近日在巴黎技术会议上明确表示，欧洲将成为阿里在中国以外建立本地业务和在线平台的首要目的地。这一表态标志着阿里海外战略的重大转变。
Alibaba Group President Michael Evans recently made it clear at a technology conference in Paris that Europe will be Alibaba's primary destination for establishing local businesses and online platforms outside China. This statement marks a major shift in Alibaba's overseas strategy.
欧洲电商市场现状：
Current situation of European e-commerce market:
• 2022年市场规模达6340亿美元
• Market size reached $634 billion in 2022
• 活跃用户5.23亿，62%的消费者使用在线购物
• 523 million active users, 62% of consumers use online shopping
• 预计2026年市场规模将超1.1万亿美元
• The market size is expected to exceed $1.1 trillion by 2026
本土化运营成为制胜关键
Localized operation becomes the key to success
阿里国际数字商业集团首席运营官秦潇表示："东南亚市场像一个复杂的混合体，尽管其电子化的渗透率已经很高，但本身的基础建设又和大家想象中有所落差。"这一经验正被应用到欧洲市场。
Qin Xiao, COO of Alibaba International Digital Commerce Group, said: "The Southeast Asian market is like a complex hybrid. Although its digital penetration rate is already very high, its infrastructure is still different from what people imagine." This experience is now being applied to the European market.
阿里在西班牙推出的Miravia平台就是一个典型案例。该平台瞄准西班牙中高端及年轻消费市场，通过引入本土知名品牌和线下推广活动，上线仅3个月访问量就超900万。
Alibaba's Miravia platform launched in Spain is a typical case. The platform targets Spain's mid-to-high-end and young consumer markets. By introducing local well-known brands and offline promotion activities, it achieved over 9 million visits within just 3 months of launch.
竞争格局：亚马逊仍是霸主
Competitive landscape: Amazon still dominates
尽管新玩家不断涌入，亚马逊在欧洲部分国家的市占率仍超过60%。跨境专家陈涛指出："SHEIN在欧洲年轻消费群体的认知度是最高的，但以服装为主的销售产品也伴随着较高的退货率。"
Despite the continuous influx of new players, Amazon still holds over 60% market share in some European countries. Cross-border expert Chen Tao pointed out: "SHEIN has the highest awareness among young European consumers, but clothing-focused sales also come with higher return rates."
Shopee的失败案例也警示着后来者。这家东南亚电商巨头在进入法国市场不到半年就宣布退出，最终全面撤离欧洲市场。
Shopee's failure case also serves as a warning to latecomers. The Southeast Asian e-commerce giant announced its withdrawal from the French market in less than six months, and eventually completely withdrew from the European market.
未来展望：
Future outlook:
1. 海外仓建设将成为本土化运营的基础
1. Overseas warehouse construction will become the foundation of localized operations
2. 差异化竞争策略是关键
2. Differentiated competition strategy is the key
3. 需要解决税务、仓储等基础问题
3. Need to solve basic problems such as taxation and warehousing
随着中国跨境电商平台在欧洲市场的持续投入，这场与亚马逊的正面较量才刚刚开始。谁能最终赢得欧洲消费者的青睐，让我们拭目以待。
With the continuous investment of Chinese cross-border e-commerce platforms in the European market, this head-to-head competition with Amazon has just begun. Let's wait and see who will ultimately win the favor of European consumers.
