东南亚电商内卷加剧：卖家如何突围非洲新蓝海？

东南亚电商内卷加剧：卖家如何突围非洲新蓝海？

Southeast Asia E-commerce Competition Intensifies: How Sellers Can Break Through to Africa's New Blue Ocean?

（图片来源：图虫创意）
(Image source: Tuchong Creative)

一路狂奔的东南亚跨境电商市场，突然被扼住了命运的咽喉。时间来到2022年10月，互联网巨头谷歌、投资公司淡马锡控股以及咨询公司贝恩联合发布的《2022年东南亚数字经济报告》显示，2022年东南亚数字经济总交易额有望达到2000亿美元，虽同比增长20%，但增幅却低于去年的38%。

The Southeast Asian cross-border e-commerce market, which had been growing rapidly, suddenly hit a roadblock. In October 2022, a joint report by Google, Temasek Holdings, and Bain & Company titled "2022 Southeast Asia Digital Economy Report" revealed that the total transaction value of Southeast Asia's digital economy is expected to reach $200 billion in 2022, representing a 20% year-on-year growth—significantly lower than the previous year's 38% increase.

低价围剿！狂飙的东南亚市场卷不动了？
Price Wars! Is Southeast Asia's Booming Market Losing Steam?

长久以来，东南亚跨境市场均以"极致追求性价比"，"义乌模式"的小商品出海和"白牌"出海的形式作为主流。但随着新品牌、新卖家的涌入及疫情对经济的封锁影响，直接导致其跨境电商产业发展由"机"转向"危"。

For a long time, the Southeast Asian cross-border market has been dominated by an "extreme pursuit of cost-effectiveness," with small commodity exports following the "Yiwu Model" and "white-label" products being mainstream. However, the influx of new brands and sellers, coupled with the economic impact of pandemic lockdowns, has directly shifted the industry from "opportunity" to "crisis."

750亿美元的非洲！东南亚卖家未来第二增长曲线
$75 Billion Africa! The Second Growth Curve for Southeast Asian Sellers

纵观当前全球的跨境电商市场，相较于欧美、东南亚等地，非洲作为全球增长最快的电子商务市场之一，其电商目前仍处于早期开发阶段，且中国跨境卖家也相对较少，加上非洲的品类需求与东南亚市场具有非常高的互通性，因此非洲可以说是当前最符合东南亚电商卖家的市场，值得每一位卖家入局。

Looking at the global cross-border e-commerce market, Africa stands out as one of the fastest-growing e-commerce markets, still in its early development stage compared to Europe, America, and Southeast Asia. With relatively few Chinese cross-border sellers and high compatibility in product demand with Southeast Asia, Africa is currently the most suitable market for Southeast Asian e-commerce sellers, making it worth exploring for every seller.

如何让"中国制造"赢得14亿非洲消费者？
How Can "Made in China" Win Over 1.4 Billion African Consumers?

一、选择合适的电商平台
跨境电商作为一门流量生意，卖家重点探索的就是流量密码。当平台流量红利爆发时，入局的卖家才能以最小的运营成本，获得最大收益。

1. Choose the Right E-commerce Platform
Cross-border e-commerce is a traffic-driven business, and sellers must focus on unlocking the "traffic code." Only when a platform experiences a traffic boom can sellers achieve maximum returns with minimal operational costs.

二、本土化品牌运作
早期也有很多卖家布局非洲市场，但由于忽略了本土化的重要性，导致黯然退场，因此，本土化是制胜关键。

2. Localized Brand Strategy
Many early sellers entered the African market but failed due to neglecting localization. Therefore, localization is the key to success.

物流与支付：非洲电商的两大痛点
Logistics and Payments: Two Major Challenges in African E-commerce

非洲电商市场饱受物流和支付两大"顽疾"之苦,包括物流基础设施薄弱，特别是小包裹和"最后一公里配送"的基础设施不足，再加上非洲消费者担忧在线支付的安全性，也一定程度上影响了客户的在线下单率。

The African e-commerce market suffers from two major pain points: logistics and payments. Weak logistics infrastructure, especially for small parcels and "last-mile delivery," combined with consumer concerns about online payment security, has significantly impacted order conversion rates.

结语
Conclusion

现下，非洲市场正在孕育着一个又一个的中国出海造富神话，可以预见的是，率先看到并借助Jumia电商平台力量的卖家，则可快走一步，实现店铺销量跨步提升。

Currently, the African market is birthing one success story after another for Chinese sellers going global. It's foreseeable that those who recognize and leverage the power of platforms like Jumia will gain a competitive edge and achieve significant sales growth.