2024跨境电商新兴平台模式报告:引领行业三大变革方向
跨境电商始终是一个追求快节奏的行业,注重高速周转和快速响应。这就决定了跨境电商是一个迅速发展且不断迭代的领域。自千禧年前后诞生之初,直至今日,跨境电商已经历经了多次迭代。
Cross-border e-commerce has always been an industry that pursues a fast pace, emphasizing high-speed turnover and rapid response. This determines that cross-border e-commerce is a rapidly developing and constantly evolving field. Since its inception around the turn of the millennium, cross-border e-commerce has undergone multiple iterations.
如今,这个行业已构建起成熟的供应链体系,并且伴随着出海的浪潮,对全球零售产生了日益显著的影响。快速发展必然伴随着行业的持续变革。跨境电商在模式、体系、技术等方面不断推陈出新,即便面临经济下行的挑战,依然展现出强大的生命力,为全球零售增添活力,维系着消费世界的活跃状态。
Today, the industry has established a mature supply chain system and, accompanied by the wave of globalization, is having an increasingly significant impact on global retail. Rapid development inevitably brings continuous industry changes. Cross-border e-commerce continues to innovate in models, systems, and technologies, demonstrating strong vitality even in the face of economic downturns, adding dynamism to global retail and maintaining the vibrancy of the consumer world.
一、低价战继续白热化
1. Intensifying Price Wars
新兴平台使用低价策略,对全球多个市场造成冲击。随着 Temu 迅速进军美国市场,2023 年其美国站销售额猛增 840%,以 dollartree 为代表的线下一元店率先承受压力,在海量廉价商品的涌入下,市场份额大幅缩减。
Emerging platforms are using low-price strategies to impact multiple global markets. With Temu's rapid entry into the U.S. market, its U.S. sales surged by 840% in 2023. Offline dollar stores like Dollar Tree were the first to feel the pressure, with their market share significantly shrinking under the influx of massive amounts of cheap goods.
线上电商平台Jane.com更是宣布关站,表示无法与Temu和SHEIN等平台进行价格竞争。低价高产的快时尚品牌SHEIN也对传统服装市场造成冲击,法新社曾报道,一位法国议员指责SHEIN的发展让很多法国本土品牌宣告破产。
Online e-commerce platform Jane.com even announced its closure, stating it couldn't compete with platforms like Temu and SHEIN on price. The low-cost, high-volume fast-fashion brand SHEIN has also impacted the traditional apparel market. AFP reported that a French parliamentarian accused SHEIN's growth of driving many local French brands into bankruptcy.
二、提升物流履约能力:跨境电商的硬实力
2. Enhancing Logistics Fulfillment Capabilities: The Core Strength of Cross-border E-commerce
据Statista调查显示,在消费者选择亚马逊购物的理由中,排名第一和第二的分别是更低的运费和更快的配送速度。物流作为亚马逊的核心竞争力之一,亚马逊始终不遗余力地强化其配送能力。
According to a Statista survey, the top two reasons consumers choose Amazon for shopping are lower shipping costs and faster delivery speeds. As one of Amazon's core competitive advantages, logistics has always been a focus of its relentless efforts to enhance delivery capabilities.
必能宝的数据表明,2023年亚马逊物流的包裹量同比增长15.7%,达到59亿件,预示着美国“最后一英里”配送趋向于更小的包裹和更具成本效益的运输服务,同时也反映出美国电商物流在向更小、更快的方向提升效率。
Pitney Bowes data shows that Amazon Logistics' parcel volume grew by 15.7% year-over-year in 2023, reaching 5.9 billion packages. This indicates a trend toward smaller packages and more cost-effective transportation services for "last-mile" delivery in the U.S., reflecting the efficiency improvements in U.S. e-commerce logistics toward smaller and faster operations.
三、2024供应链升级方向:一盘货卖全球
3. 2024 Supply Chain Upgrade Direction: One Inventory for Global Sales
行业发展早期,跨境卖家往往只经营一个或数个市场,所选择的平台主要是eBay和亚马逊。然而,时至当下,专攻单一市场和平台已难以满足跨境卖家的增长需求。
In the early stages of the industry's development, cross-border sellers often operated in only one or a few markets, primarily choosing platforms like eBay and Amazon. However, focusing on a single market or platform can no longer meet the growth needs of cross-border sellers today.
Statista数据表明,2024年美国凭借87%的电商渗透率排名全球第一,紧随其后的是老牌电商市场英国,渗透率达84%。在这一数据背后,是大量卖家的涌入以及在线市场产品的高度饱和与同质化竞争。
Statista data shows that in 2024, the U.S. ranks first globally with an 87% e-commerce penetration rate, followed by the established e-commerce market, the U.K., with an 84% penetration rate. Behind these numbers is the influx of a large number of sellers and the high saturation and homogenization of competition in online markets.
