亚马逊遭遇Temu/Shein/TikTok低价围剿 跨境电商"黑五"大战谁主沉浮？
核心提示：2024年跨境电商"黑五"大战呈现三大特征：促销周期史上最长、价格战白热化、流量争夺战升级。亚马逊能否在Temu/Shein/TikTok等新兴平台的低价围剿中守住市场份额？
Key Highlights:The 2024 cross-border e-commerce Black Friday battle shows three major characteristics: the longest promotion period in history, fierce price wars, and intensified traffic competition. Can Amazon maintain its market share under the low-price siege from emerging platforms like Temu/Shein/TikTok?
与国内"双11"类似，今年海外"黑五"促销周期创下历史最长纪录。亚马逊"黑五"活动持续12天（11月21日-12月2日），而Temu更是提前至10月20日启动，总促销期长达47天。
Similar to China's "Double 11", this year's overseas Black Friday promotion period set a record for the longest duration. Amazon's Black Friday event lasted 12 days (November 21-December 2), while Temu started as early as October 20, with a total promotion period of 47 days.
价格战白热化：Temu/Shein/TikTok等平台推出高达90%的折扣，亚马逊被迫应战推出10%-70%折扣，并在移动端上线低价商城Haul。
Intensified Price War: Platforms like Temu/Shein/TikTok offered discounts up to 90%, forcing Amazon to respond with 10%-70% discounts and launching a low-price mall called Haul on mobile.
数据显示：2024年美国"黑五"在线消费达108亿美元（约788亿人民币），同比增长10.2%，但增速显著低于2020年水平。
Data shows: U.S. online spending on Black Friday 2024 reached $10.8 billion (about 78.8 billion yuan), a year-on-year increase of 10.2%, but the growth rate was significantly lower than 2020 levels.
卖家困境：多位跨境电商卖家向记者反映，今年广告费用翻倍但销量未明显提升，部分品类价格战已逼近利润红线。
Seller Dilemma: Several cross-border e-commerce sellers told reporters that advertising costs doubled this year but sales did not increase significantly, and price wars in some categories have approached profit red lines.
亚马逊采取多项应对措施：降低入驻门槛、推出"优惠券限时减免"福利、优化广告投放策略等。数据显示，亚马逊目前仍占据全球B2C电商8%以上的流量份额。
Amazon has taken multiple countermeasures: lowering entry barriers, launching "coupon time-limited reduction" benefits, optimizing advertising strategies, etc. Data shows that Amazon still accounts for more than 8% of global B2C e-commerce traffic.
专家观点：工信部专家盘和林指出，亚马逊优势在于完善的售后和物流体系，但Temu/TikTok凭借更高性价比对低收入群体更具吸引力。
Expert Opinion: Pan Helin, an expert from the Ministry of Industry and Information Technology, pointed out that Amazon's advantage lies in its complete after-sales and logistics system, but Temu/TikTok is more attractive to low-income groups with higher cost performance.
值得注意的是，Temu与亚马逊的用户差距正在缩小。数据显示，Temu 8月美国月活用户1.856亿，较亚马逊2.376亿的差距已缩小3000多万。
It is worth noting that the user gap between Temu and Amazon is narrowing. Data shows that Temu had 185.6 million monthly active users in the U.S. in August, narrowing the gap with Amazon's 237.6 million by more than 30 million.
未来趋势：跨境电商正从"低价竞争"向"高价值产品+差异化运营"转型。卖家需在产品质量、品牌建设和精准营销等方面寻求突破。
Future Trend: Cross-border e-commerce is transitioning from "low-price competition" to "high-value products + differentiated operations". Sellers need to seek breakthroughs in product quality, brand building and precision marketing.
