跨境电商"黑五"新趋势：低价厮杀转向高价值赛道
跨境电商"黑五"新趋势：低价厮杀转向高价值赛道
Cross-border E-commerce's "Black Friday" New Trend: Shifting from Price Wars to High-value Products
2024年跨境电商行业迎来史上最长"黑五"促销季，从10月底持续到12月初，各大平台纷纷延长促销周期。然而，在低价竞争白热化的背景下，商家们开始转向"向上卷"策略，寻求高价值产品的突破。
The cross-border e-commerce industry welcomed the longest "Black Friday" promotion season in history in 2024, lasting from late October to early December, with major platforms extending their promotion periods. However, against the backdrop of fierce price competition, merchants are beginning to adopt a "upward spiral" strategy, seeking breakthroughs in high-value products.
促销周期延长但利润缩水
Extended Promotion Periods but Shrinking Profits
数据显示，2024年美国"黑五"当天在线消费达108亿美元，同比增长10.2%。然而商家普遍反映"增量不增利"现象严重。亚马逊商家表示："之前一个产品赚5块，花1块能拉来10个客户；现在赚2块，花2块还找不来5个。"
Data shows that online consumption in the U.S. on "Black Friday" 2024 reached $10.8 billion, a year-on-year increase of 10.2%. However, merchants generally report a serious phenomenon of "volume growth without profit growth". Amazon merchants said: "Previously, for one product earning 5 yuan, spending 1 yuan could attract 10 customers; now earning 2 yuan, spending 2 yuan can't even attract 5 customers."
中国跨境电商平台快速崛起
Rapid Rise of Chinese Cross-border E-commerce Platforms
Temu成为全球增长最快的电商平台之一，月活用户突破2.1亿。Shein、速卖通和TikTok Shop等中国平台正在改变亚马逊一家独大的格局。高盛报告显示，Temu预计2024年GMV将达450亿美元，较2023年180亿美元大幅增长。
Temu has become one of the fastest-growing e-commerce platforms globally, with monthly active users exceeding 210 million. Chinese platforms like Shein, AliExpress, and TikTok Shop are changing Amazon's dominant position. Goldman Sachs reports indicate that Temu's GMV is expected to reach $45 billion in 2024, a significant increase from $18 billion in 2023.
从"全托管"到"半托管"的模式演进
Evolution from "Full Hosting" to "Semi-hosting" Models
跨境电商运营模式正从全托管（平台负责物流和售后）向半托管（商家自管库存和发货）转变。业内人士指出："跨境的终点一定是本土化，最好能在当地建厂生产。"Temu招商人员证实，半托管商品目前享有6-15个点的加价率红利。
Cross-border e-commerce operation models are shifting from "full hosting" (platform handles logistics and after-sales) to "semi-hosting" (merchants manage inventory and shipping themselves). Industry insiders point out: "The ultimate goal of cross-border must be localization, preferably with local production." Temu investment personnel confirmed that semi-hosted products currently enjoy a markup rate bonus of 6-15 points.
高价值产品成新战场
High-value Products Become the New Battleground
面对低价竞争的红海，商家开始"向上卷"。有商家将手机壳均价从9.99美元提至17.7美元，虽然销量减少但利润空间扩大。TikTok Shop招商人员透露，2025年起平台将重点发展60元以上供货单价的产品，并给予流量倾斜。
Facing the red ocean of low-price competition, merchants are beginning to "spiral upward". Some merchants have increased the average price of phone cases from $9.99 to $17.7. Although sales volume has decreased, profit margins have expanded. TikTok Shop investment personnel revealed that starting in 2025, the platform will focus on developing products with supply prices above 60 yuan and provide traffic倾斜.
行业专家指出："当一个产品售价无限接近它的绝对成本时，这个商业模式一定是不健康的。"跨境电商正在从单纯的价格战，转向产品差异化、高价值化的高质量发展阶段。
Industry experts point out: "When a product's selling price无限接近 its absolute cost, this business model is definitely unhealthy." Cross-border e-commerce is transitioning from单纯的价格战 to a high-quality development stage focusing on product differentiation and high value.
