浙江跨境电商奔腾出海：中国制造如何通过Temu等平台征服全球市场
中国跨境电商正迎来黄金发展期。作为外贸大省，浙江跨境电商进出口额约占全国六分之一，位居全国第二。今年上半年，浙江跨境电商进出口额增长22%，展现出强劲的发展势头。
China's cross-border e-commerce is entering a golden period of development. As a major foreign trade province, Zhejiang's cross-border e-commerce import and export volume accounts for about one-sixth of the country's total, ranking second nationwide. In the first half of this year, Zhejiang's cross-border e-commerce import and export volume grew by 22%, demonstrating strong development momentum.
全托管模式：跨境电商新引擎
Full Hosting Model: The New Engine of Cross-border E-commerce
义乌市本德电子商务有限公司负责人柳文海是首批入驻多多跨境的商家之一。通过Temu平台，他的帽子产品日均销量达1.3万单，在平台帽子类目前20名中占据三分之一份额。
Liu Wenhai, head of Yiwu Bende E-commerce Co., Ltd., was one of the first merchants to join the Temu platform. Through Temu, his hat products achieve average daily sales of 13,000 units, accounting for one-third of the top 20 in the platform's hat category.
全托管模式成为跨境电商的新趋势。在这种模式下，平台为商家提供包括网站引流、跨境物流、法务、知识产权等在内的一站式服务，制造工厂只需专注于品质和生产。
The full hosting model has become a new trend in cross-border e-commerce. Under this model, the platform provides merchants with one-stop services including website traffic, cross-border logistics, legal affairs, and intellectual property rights, while manufacturing factories only need to focus on quality and production.
产业带优势：浙江制造的出海密码
Industrial Belt Advantage: The Secret of Zhejiang Manufacturing Going Global
浙江的优势制造产业带，如湖州童装、温州鞋业、台州塑料制品等，成为跨境电商进军海外市场的"家底"。台州临海市兴宇眼镜有限公司负责人金炜烽表示，今年公司生产的300多万副眼镜中，有七成订单来自多多跨境。
Zhejiang's advantageous manufacturing industrial belts, such as Huzhou children's clothing, Wenzhou footwear, and Taizhou plastic products, have become the "foundation" for cross-border e-commerce to enter overseas markets. Jin Weifeng, head of Xingyu Glasses Co., Ltd. in Linhai, Taizhou, said that among the more than 3 million pairs of glasses produced by the company this year, 70% of the orders came from Temu.
"相较传统外贸订单，零售的利润要高出7到8个百分点。"金炜烽透露，目前工厂已在多多跨境上开出14家店铺，日销量超过8000单。
"Compared with traditional foreign trade orders, retail profits are 7 to 8 percentage points higher." Jin Weifeng revealed that the factory has now opened 14 stores on Temu, with daily sales exceeding 8,000 orders.
品牌化转型：跨境电商的未来方向
Brand Transformation: The Future Direction of Cross-border E-commerce
随着市场竞争加剧，越来越多的跨境电商企业开始重视品牌建设。金炜烽表示："十年前，跨境电商还没那么讲究开发、运营，基本上有货就能卖。现在，谁更独一无二，就更有机会脱颖而出。"
As market competition intensifies, more and more cross-border e-commerce companies are paying attention to brand building. Jin Weifeng said: "Ten years ago, cross-border e-commerce didn't pay so much attention to development and operation. Basically, if you had goods, you could sell them. Now, whoever is more unique will have more opportunities to stand out."
柳文海也认识到品牌的重要性："如果没有品牌溢价，最终只能卷成本，我们现在很多产品设计都在申请专利，一味地做代加工，只能挣个辛苦钱。"
Liu Wenhai also recognizes the importance of branding: "Without brand premium, we can only compete on cost in the end. We are now applying for patents for many of our product designs. If we only do OEM, we can only earn hard money."
跨境电商：中国外贸的新增长点
Cross-border E-commerce: A New Growth Point for China's Foreign Trade
数据显示，中国跨境电商货物进出口占整体外贸比重已由5年前的不足1%上升到5%左右。包括Temu、Shein、速卖通、Tiktok在内的"出海四小龙"正深度融入世界经济脉络。
Data shows that China's cross-border e-commerce goods import and export accounted for less than 1% of the total foreign trade five years ago, and has now risen to about 5%. The "Four Little Dragons Going Overseas", including Temu, Shein, AliExpress, and Tiktok, are deeply integrated into the world economic context.
浙江省商务研究院院长陈芳芳表示："跨境电商的这一波增长，和国内供给方的二代慢慢出现有关，这些有国际视野的二代愿意尝试跨境贸易。"
Chen Fangfang, president of the Zhejiang Academy of Commerce, said: "This wave of growth in cross-border e-commerce is related to the gradual emergence of the second generation of domestic suppliers who are willing to try cross-border trade with their international vision."
目前，多多跨境每天出口包裹量超过30万个，日均货重达500吨左右。不断成长起来的中国跨境电商平台，正引领中国优质制造业发挥柔性生产优势，逐渐摆脱代工模式，向世界踏出新的一步。
At present, Temu exports more than 300,000 packages every day, with an average daily cargo weight of about 500 tons. The growing Chinese cross-border e-commerce platforms are leading China's high-quality manufacturing industry to give full play to its flexible production advantages, gradually getting rid of the OEM model, and taking a new step towards the world.