2023跨境电商年度关键词解析：出海四小龙、全托管与内卷
2023跨境电商年度关键词解析：出海四小龙、全托管与内卷
2023 Cross-Border E-Commerce Keywords: "Four Dragons", "Full Hosting" and Market Competition
2023年对跨境人来说是充满机遇与挑战的一年。中国电商"出海四小龙"（SHEIN、速卖通AliExpress、TEMU和TikTok Shop）在全球市场快速扩张，与海外巨头展开激烈竞争。与此同时，"全托管"模式兴起，平台话语权增强，卖家利润空间被压缩，行业"内卷"加剧。
In 2023, cross-border e-commerce witnessed both opportunities and challenges. China's "Four Dragons" (SHEIN, AliExpress, TEMU and TikTok Shop) expanded rapidly in global markets, competing fiercely with international giants. Meanwhile, the "Full Hosting" model emerged, strengthening platforms' control while squeezing sellers' profit margins, intensifying market "competition".
一、出海四小龙的全球布局 | Global Expansion of the Four Dragons
2023年初，中国电商APP在全球购物类应用排行榜中崭露头角。TEMU通过超级碗广告迅速打开美国市场，速卖通在巴西、日韩、欧洲等地扩张，TikTok Shop则推出货架电商模式。这四家企业形成了中国电商出海的新势力。
In early 2023, Chinese e-commerce apps emerged prominently in global shopping app rankings. TEMU gained quick traction in the US through Super Bowl ads, AliExpress expanded in Brazil, Japan/Korea and Europe, while TikTok Shop launched shelf e-commerce. These four formed China's new e-commerce forces going global.
二、全托管模式的双面性 | Dual Nature of Full Hosting Model
全托管模式将运营、物流等环节交由平台处理，商家仅负责供货。TEMU通过竞价机制实现极致低价，SHEIN建立高效供应链，速卖通则自建物流体系。虽然降低了出海门槛，但也加剧了同质化竞争。
The Full Hosting model delegates operations and logistics to platforms, with sellers only supplying products. TEMU achieved ultra-low prices through bidding, SHEIN built efficient supply chains, while AliExpress established its own logistics. While lowering entry barriers, it also intensified homogeneous competition.
三、监管挑战与新兴机遇 | Regulatory Challenges and New Opportunities
欧美市场监管趋严，印尼甚至一度禁止TikTok Shop。与此同时，中东、拉美等新兴市场崛起。速卖通在韩国用户数已超600万，成为第三大电商平台。
Regulatory scrutiny intensified in欧美 markets, with Indonesia even temporarily banning TikTok Shop. Meanwhile, emerging markets like Middle East and Latin America rose. AliExpress surpassed 6 million users in Korea, becoming the third largest e-commerce platform.
四、年终成绩单 | Year-End Report Card
黑五期间，出海四小龙表现亮眼：速卖通带动阿里国际零售增长73%，TEMU成为拼多多第二增长曲线，SHEIN计划900亿美元估值IPO，TikTok Shop重返印尼市场。
During Black Friday, the Four Dragons performed remarkably: AliExpress drove 73% growth in Alibaba's international retail, TEMU became Pinduoduo's second growth engine, SHEIN plans $90B IPO, and TikTok Shop returned to Indonesia.
展望2024，跨境电商将继续在调整中前进。卖家需要差异化定位，建立品牌优势，才能在激烈竞争中脱颖而出。
Looking ahead to 2024, cross-border e-commerce will continue evolving. Sellers need differentiated positioning and brand advantages to stand out in fierce competition.
