跨境电商新机遇：老牌制鞋厂如何通过"出海"实现爆发增长

跨境电商新机遇：老牌制鞋厂如何通过"出海"实现爆发增长

Cross-border E-commerce Boom: How Traditional Shoemakers Achieve Explosive Growth Through "Going Global"

跨境电商正在成为中国外贸的新增长引擎。2024年上半年，中国跨境电商进出口额达1.22万亿元，同比增长10.5%，增速高出外贸整体4.4个百分点。

Cross-border e-commerce has become a new growth engine for China's foreign trade. In the first half of 2024, China's cross-border e-commerce import and export volume reached 1.22 trillion yuan, a year-on-year increase of 10.5%, 4.4 percentage points higher than the overall foreign trade growth rate.

在四川成都，一家拥有近30年历史的老牌制鞋厂通过跨境电商平台，仅半年就将20万双鞋销往北美、欧洲十多个国家，拉动企业产值增长超20%。

In Chengdu, Sichuan, a traditional shoemaker with nearly 30 years of history sold 200,000 pairs of shoes to more than 10 countries in North America and Europe through cross-border e-commerce platforms in just six months, driving the company's output value to increase by more than 20%.

小批量快反模式：老工厂的新思路

Small-batch Rapid Response: New Strategy for Traditional Factories

企业负责人夏时礼表示，他们采用"小批量、短周期"的创新模式：快速推出新款测试市场反应，爆款立即加大产量。这种柔性生产方式完美契合跨境电商需求。

Xia Shili, the company's director, said they adopted an innovative "small-batch, short-cycle" model: quickly launching new styles to test market response, and immediately increasing production for popular styles. This flexible production method perfectly meets the needs of cross-border e-commerce.

成都制鞋业的手工定制化特点原本被认为是产能劣势，但在跨境电商时代反而成为优势——能够快速响应小批量订单需求。

The handmade customization characteristics of Chengdu's shoe industry, once considered a production disadvantage, have instead become an advantage in the cross-border e-commerce era - enabling rapid response to small-batch order demands.

从代工到品牌出海的转型之路

The Transformation from OEM to Brand Globalization

从业8年的蒲文斌表示，他们公司2024年新开通独立站，推出自有品牌直接面向海外消费者销售。这种"品牌出海"模式正在成都制鞋业形成趋势。

Pu Wenbin, who has been in the industry for 8 years, said his company launched a new independent website in 2024 to sell its own brand directly to overseas consumers. This "brand globalization" model is becoming a trend in Chengdu's shoe industry.

数据显示，成都从事跨境电商的制鞋企业数量从2023年底的不到200家，到2024年已实现翻倍增长。

Data shows that the number of shoemaking enterprises engaged in cross-border e-commerce in Chengdu has doubled from less than 200 at the end of 2023 to 2024.

跨境电商生态链加速完善

Accelerating Improvement of Cross-border E-commerce Ecosystem

随着跨境电商蓬勃发展，物流、支付、数据等服务商也迎来发展机遇：

With the rapid development of cross-border e-commerce, service providers in logistics, payment, data and other fields have also ushered in development opportunities:

• 某物流公司欧美航线业务量上半年同比增长4倍
• A logistics company's European and American route business volume increased by 4 times year-on-year in the first half of the year
• 跨境电商数据分析软件新增用户超20万
• Cross-border e-commerce data analysis software added more than 200,000 new users
• 中西部省份用户占比显著提升
• The proportion of users in central and western provinces has increased significantly

成都计划到2025年培育15个以上跨境电商优势产业带，带动实现交易规模超1400亿元。跨境电商正成为国际贸易的重要发展趋势。

Chengdu plans to cultivate more than 15 cross-border e-commerce advantage industrial belts by 2025, driving transaction scale to exceed 140 billion yuan. Cross-border e-commerce is becoming an important development trend in international trade.