跨境电商"半托管三国杀"：阿里国际站、速卖通、TEMU争夺出海流量新赛道
潮新闻客户端 记者 祝瑶 | By Chao News Reporter Zhu Yao
2024年伊始，跨境电商行业迎来重大变革——"半托管"模式成为各大平台竞争新焦点。这场被业界称为"半托管三国杀"的市场争夺战，正在重塑中国企业的出海格局。
As 2024 begins, the cross-border e-commerce industry is undergoing a major transformation - the "semi-hosted" model has become the new focus of competition among major platforms. This market battle, dubbed by the industry as the "Three Kingdoms War of Semi-Hosting", is reshaping the global expansion landscape for Chinese companies.
去年8月，速卖通率先试水半托管模式，并于今年1月8日全面上线。阿里国际站紧随其后推出首个跨境B2B半托管服务，招商20多天内吸引大批商家入驻。最新消息显示，拼多多海外版TEMU也即将加入战局，主要面向具备海外资质的商家开展本地对本地业务。
AliExpress pioneered the semi-hosted model in August 2023 and fully launched it on January 8, 2024. Alibaba International quickly followed with the first cross-border B2B semi-hosting service, attracting numerous merchants within 20 days of recruitment. Recent reports indicate that Pinduoduo's overseas platform TEMU will soon join the competition, focusing on local-to-local business for merchants with overseas qualifications.
义乌招商会意向签约率达80%
80% Intent Signing Rate at Yiwu Recruitment Event
1月5日，阿里国际站正式启动半托管招商，在广州、深圳、青岛、义乌、成都等重点产业带举办招商会。其中义乌招商会意向签约率高达80%，包括瑜伽服类目销售冠军爱度服饰、眼镜行业龙头义乌康晨等知名企业纷纷签约。
On January 5, Alibaba International officially launched its semi-hosted merchant recruitment, holding events in key industrial hubs including Guangzhou, Shenzhen, Qingdao, Yiwu and Chengdu. The Yiwu recruitment event achieved an impressive 80% intent signing rate, attracting leading companies like Aido Apparel (top yoga wear seller) and Yiwu Kangchen (eyewear industry leader).
义乌市欧驰进出口有限公司总经理刘名洋表示："相比其他平台，国际站半托管允许商家自主定价且回款迅速——包裹揽收即到账，这对商家非常友好。"他特别强调："义乌作为中国现货最丰富的城市，天生具备'托管出海'的基因。"
Liu Mingyang, General Manager of Yiwu Ouchi Import & Export Co., noted: "Compared with other platforms, Alibaba International's semi-hosting allows merchants to set their own prices with fast payment - funds arrive when packages are collected, which is very merchant-friendly." He emphasized: "Yiwu, as China's city with the most abundant spot goods, naturally has the genes for 'hosted global expansion'."
半托管模式的核心优势
Key Advantages of Semi-Hosted Model
与全托管模式相比，半托管模式下商家仍保持自主经营和定价权，而将物流、资金、售后等履约环节交由平台处理。具体表现为：
Compared with fully-hosted models, the semi-hosted approach allows merchants to maintain operational autonomy and pricing power while outsourcing fulfillment processes like logistics, financing and after-sales to the platform. Key features include:
- 商家负责产品开发和前端运营
- Merchants handle product development and front-end operations
- 平台承担物流、支付、售后等后端服务
- Platforms manage back-end services like logistics, payment and after-sales
- 3-7天发货能力即可入驻，大幅降低外贸门槛
- 3-7 day shipping capability required for entry, significantly lowering cross-border barriers
业内人士分析，三大平台相继推出半托管服务，主要基于该模式展现出的强劲增长潜力。速卖通试运行期间，已有商家实现"月入万单"的业绩，半托管咨询量环比激增5倍。
Industry analysts note that the three platforms' successive launches of semi-hosted services stem from the model's demonstrated strong growth potential. During AliExpress' trial period, some merchants achieved "10,000 monthly orders", with semi-hosting inquiries increasing fivefold month-over-month.
这种模式特别适合：
This model is particularly suitable for:
- 希望拓展海外市场但缺乏外贸经验的内贸商家
- Domestic merchants looking to expand overseas but lacking international experience
- 寻求B2B订单增量的中小跨境卖家
- SMB cross-border sellers seeking B2B order growth
- 具备现货供应能力的生产厂商
- Manufacturers with spot supply capabilities
随着"半托管三国杀"愈演愈烈，2024年中国跨境电商市场将迎来更激烈的竞争与更多元的发展机遇。这场模式创新不仅降低了企业出海门槛，更将重塑全球电商生态格局。
As the "Three Kingdoms War of Semi-Hosting" intensifies, 2024 will bring fiercer competition and more diverse development opportunities to China's cross-border e-commerce market. This model innovation not only lowers barriers to global expansion but will also reshape the global e-commerce ecosystem.
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