黑五"哑火"后中国跨境卖家的新蓝海：韩国电商市场深度解析
图片来源：图虫创意
今年黑五为何不再火爆？
Why Did Black Friday Lose Its Momentum This Year?
今年，"冷清"一词不只属于双11，同样也属于"黑五"。平淡，是许多跨境卖家的第一感受。在今年的亚马逊黑五中，氛围不再火爆，有卖家表示完全没有大促的感觉。
This year, the word "quiet" applies not only to Double 11 but also to Black Friday. Many cross-border sellers reported a lackluster performance during Amazon's Black Friday sales, with some saying they didn't feel the usual promotional excitement at all.
据Adobe发布的报告显示，今年美国"黑五"的在线销售额达到89亿美元，与去年相比略有下降。这是有史以来"黑五"线上销售额第一次出现同比负增长。
According to Adobe's report, this year's Black Friday online sales in the U.S. reached $8.9 billion, slightly lower than last year. This marks the first year-on-year negative growth in Black Friday online sales history.
黑五降温的三大原因
Three Major Reasons for Black Friday's Cooling
1. 周期拉长：美国消费者将旺季支出分摊到更长的周期内
1. Extended Shopping Period: U.S. consumers spread their holiday spending over a longer period
2. 线下分流：黑五期间线下实体店的人流同比去年增长47.5%
2. Offline Diversion: Physical store traffic during Black Friday increased by 47.5% year-on-year
3. 流量稀释：跨境电商卖家数量剧增导致流量被分散
3. Traffic Dilution: The surge in cross-border e-commerce sellers has led to dispersed traffic
中国卖家面临的挑战
Challenges Facing Chinese Sellers
• 供应链阻断、运费飙升（部分线路上涨400%）
• Supply chain disruptions and soaring shipping costs (up 400% on some routes)
• 亚马逊内卷加剧，价格战激烈
• Intensified competition on Amazon with fierce price wars
• 广告成本直线飙升
• Skyrocketing advertising costs
韩国电商市场：下一个蓝海？
Korean E-commerce Market: The Next Blue Ocean?
随着韩国经济的复苏回暖，跨境电商正成为一种新趋势。韩国第三季度网购交易额达48.2261万亿韩元（约2611亿人民币），同比增长19.6%，创历史新高。
With the recovery of South Korea's economy, cross-border e-commerce is becoming a new trend. South Korea's Q3 online shopping transaction volume reached 48.2261 trillion won (about 261.1 billion yuan), up 19.6% year-on-year, hitting a record high.
韩国市场的五大优势
Five Advantages of the Korean Market
1. 智能手机普及率达95% - 全球最高
1. Smartphone penetration rate of 95% - highest in the world
2. 中老年网购大幅提升 - 40-60岁人群互联网使用率显著增长
2. Significant increase in online shopping among middle-aged and elderly - notable growth in internet usage among 40-60 age group
3. 精品或精铺模式盛行 - 数码家电类目表现强劲
3. Prevalence of boutique or refined store models - strong performance in digital appliances category
4. 消费水平高 - 2021年最低时薪达51元人民币
4. High consumption level - 2021 minimum hourly wage reached 51 yuan
5. 良好的政策环境 - 低于150美元产品免关税，无VAT税
5. Favorable policy environment - no tariffs on products below $150, no VAT
威海：中韩跨境电商的桥头堡
Weihai: The Gateway for China-Korea Cross-border E-commerce
作为我国距离韩国最近的城市，威海累计开通了9条往返韩国港口的海上航线，班轮抵韩最快只需10个小时。2021年上半年，威海跨境电商进出口超140亿元，占山东省总量近30%。
As China's closest city to South Korea, Weihai has opened 9 sea routes to Korean ports, with the fastest ferry taking only 10 hours. In the first half of 2021, Weihai's cross-border e-commerce import and export volume exceeded 14 billion yuan, accounting for nearly 30% of Shandong Province's total.