东南亚后欧洲成出海热土！阿里、拼多多、SHEIN都在行动
财联社|新消费日报6月16日讯（记者 李丹昱 高梦阳 研究员 梁又匀）在北美、东南亚取得成功后，国内跨境电商平台开始将目光聚集在欧洲市场。
"After achieving success in North America and Southeast Asia, domestic cross-border e-commerce platforms are now focusing on the European market."
今日，阿里巴巴集团总裁迈克尔·埃文斯在巴黎举行的一个技术会议上表示，将把欧洲作为在中国以外建立本地业务和在线平台的首要目的地。
"Today, Alibaba Group President Michael Evans stated at a technology conference in Paris that Europe will be the primary destination for establishing local businesses and online platforms outside of China."
值得注意的是，除阿里巴巴外，拼多多旗下TEMU，以及Shopee、SHEIN等平台均将欧洲市场作为近年发展重点。
"It's worth noting that in addition to Alibaba, platforms like Pinduoduo's TEMU, Shopee, and SHEIN have all made the European market a key focus of development in recent years."
欧洲市场现状
Current Status of European Market
据亚马逊卖家透露，虽然欧洲市场电商活跃度一直很高，但已经形成了稳定的购物习惯，亚马逊份额常年保持不变。
"According to Amazon sellers, although e-commerce activity in the European market has always been high, stable shopping habits have formed, with Amazon's market share remaining unchanged for years."
一个典型的例子是新加坡冬海集团旗下东南亚电商巨头Shopee，今年初由于随着宏观经济不确定性日益增加以及竞争压力等问题，退出了波兰并全面撤离欧洲市场。
"A typical example is Southeast Asian e-commerce giant Shopee under Singapore's Sea Group, which withdrew from Poland and completely exited the European market earlier this year due to increasing macroeconomic uncertainties and competitive pressures."
本土化运营策略
Localization Operation Strategies
对于国内电商而言，"本土化"运营开始被重视起来。从阿里国际数字商业集团旗下新电商平台Miravia，以及阿里收购的土耳其电商平台Trendyol的表现来看，从某一具体欧洲国家小市场"各个击破"，站在速卖通已搭建好的仓储货运及市场经验基础上，平台出海增长潜力并不低。
"For domestic e-commerce companies, 'localization' operations are beginning to be emphasized. Judging from the performance of Alibaba's new e-commerce platform Miravia under its international digital commerce group and the Turkish e-commerce platform Trendyol acquired by Alibaba, targeting specific small markets in European countries one by one, based on the warehousing, logistics and market experience already established by AliExpress, the growth potential for platform overseas expansion is not low."
东南亚市场经验
Southeast Asian Market Experience
在出任集团COO之前，秦潇还担任Lazada越南CEO，对越南等地电子商务发展现状有着切身的体会。据她介绍，"在东南亚，早年Lazada每逢大促和日常运营中涉及到的每一个营销动作，都需要事无巨细地主动去和商家逐一沟通、培训，具体到大促如何报名、选品、定价等等，这就像刚开始去开辟一个新的市场和新的公司一样，很多的基础链路很可能都需要从零做起。"
"Before becoming the group COO, Qin Xiao also served as CEO of Lazada Vietnam and has firsthand experience with the current state of e-commerce development in Vietnam and other places. According to her, 'In Southeast Asia, in the early years, every marketing action involved in Lazada's major promotions and daily operations required detailed proactive communication and training with merchants one by one, down to how to register for promotions, select products, set prices, etc. It's like starting to open up a new market and a new company from scratch, with many basic links likely needing to be built from zero.'"
欧洲市场潜力
European Market Potential
据欧洲跨境电商研究平台ecommerceDB最新发布的报告显示，2022年，欧洲电商市场总收入达到6340亿美元的新高。电商已成为欧洲多数国家和地区的重要经济部门，截止2022年，这里拥有约5.23亿电商活跃用户，平均62%的消费者使用在线购物渠道。
"According to the latest report released by European cross-border e-commerce research platform ecommerceDB, in 2022, the total revenue of Europe's e-commerce market reached a new high of $634 billion. E-commerce has become an important economic sector in most European countries and regions. As of 2022, there are about 523 million active e-commerce users here, with an average of 62% of consumers using online shopping channels."
据预测，到2026年的欧洲电商市场规模将超过1.1万亿美元。而欧洲市场的增长空间也让阿里巴巴、SHEIN和拼多多旗下的TEMU同时看到商机。
"It is predicted that by 2026, the size of Europe's e-commerce market will exceed $1.1 trillion. The growth space in the European market has also allowed Alibaba, SHEIN, and Pinduoduo's TEMU to simultaneously see business opportunities."
