东南亚跨境电商2021下半年旺季攻略：如何抢占1720亿美元蓝海市场
东南亚跨境电商2021下半年旺季攻略：如何抢占1720亿美元蓝海市场
Southeast Asia Cross-border E-commerce Guide for Peak Season 2021: How to Win in the $172 Billion Blue Ocean Market
近期欧美跨境电商的"封号潮"让许多卖家开始重新审视市场布局策略。随着下半年旺季临近，东南亚市场凭借其快速增长和巨大潜力，正成为跨境卖家分散风险、寻求增长的新选择。
The recent "account suspension wave" in European and American cross-border e-commerce has prompted sellers to reconsider their market strategies. As the peak season approaches, the Southeast Asian market is emerging as a new choice for cross-border sellers to diversify risks and seek growth, thanks to its rapid development and huge potential.
为什么选择东南亚市场？
Why Choose the Southeast Asian Market?
根据最新数据，东南亚电商市场呈现以下四大优势：
According to the latest data, the Southeast Asian e-commerce market has the following four advantages:
- 市场规模快速增长：2020年达620亿美元，同比增长63%
- Rapid market growth: Reached $62 billion in 2020, a 63% year-on-year increase
- 互联网用户激增：2020年新增4000万用户，总用户突破4亿
- Surge in internet users: 40 million new users in 2020, total users exceeded 400 million
- 政策利好：RCEP协定为中国-东南亚贸易带来新机遇
- Policy advantages: RCEP agreement brings new opportunities for China-Southeast Asia trade
- 平台支持：Shopee等本土平台为跨境卖家提供完善基础设施
- Platform support: Local platforms like Shopee provide complete infrastructure for cross-border sellers
下半年旺季关键节点
Key Peak Season Periods in Second Half of 2021
Shopee平台下半年大促日历显示，以下日期是卖家必须把握的黄金机会：
Shopee's peak season calendar shows these key dates sellers must seize:
- 9.9超级购物节：旺季开端，2020年首小时销量破1200万件
- 9.9 Super Shopping Day: Start of peak season, with 12 million items sold in first hour in 2020
- 11.11大促：2020年全天售出2亿件商品
- 11.11 Sale: 200 million items sold in one day in 2020
- 12.12大促：2020年仅24分钟售出1200万件商品
- 12.12 Sale: 12 million items sold in just 24 minutes in 2020
热销品类与营销策略
Best-selling Categories and Marketing Strategies
根据Shopee数据，以下品类在东南亚市场表现最佳：
According to Shopee data, these categories perform best in Southeast Asia:
1. 家居生活用品 - 受居家办公需求推动
1. Home & Living - Driven by work-from-home needs
2. 3C电子 - 智能手机配件需求旺盛
2. 3C Electronics - Strong demand for smartphone accessories
3. 美妆护肤 - 年轻消费群体推动增长
3. Beauty & Skincare - Growth driven by young consumers
Shopee平台推荐的三大营销策略：
Shopee's recommended three marketing strategies:
- 利用直播电商(Live Streaming)增加互动
- Leverage live streaming for better engagement
- 参与平台游戏化营销活动(Gamification)
- Participate in gamified marketing activities
- 优化移动端购物体验(Mobile-first Approach)
- Optimize mobile shopping experience
如何获取更多旺季攻略？
How to Get More Peak Season Strategies?
Shopee将于7月21日举办2021卖家直播大会，分享：
Shopee will hold the 2021 Seller Conference on July 21, sharing:
- 最新大促玩法与引流秘籍
- Latest promotion strategies and traffic tips
- 10+品类专家深度选品解析
- Product selection analysis from 10+ category experts
- 旺季备战手册与资源包
- Peak season preparation guide and resource package
立即报名参与，为下半年旺季做好准备！
Register now to prepare for the peak season!
