2024年跨境电商还能入局吗？新手必备核心竞争力分析
2024年跨境电商还能入局吗？新手必备核心竞争力分析
Can You Still Start Cross-border E-commerce in 2024? Essential Competitive Edge Analysis for Beginners
跨境电商到底还能不能做？这可以说是近几年来经久不衰的问题。每年都有大量新手在问这个问题，而一些不良培训机构总是给出肯定的答复。但现实是，跨境电商早已过了"弯腰捡钱"的时代。
Is cross-border e-commerce still viable? This has been an enduring question in recent years. Every year, many newcomers ask this question, while some unscrupulous training institutions always give affirmative answers. But the reality is, the era of "easy money" in cross-border e-commerce has long passed.
01 跨境电商市场现状
01 Current Market Situation
2016-2020年是跨境电商的黄金时期，入场者大多能获得丰厚回报。但2020年后，行业竞争急剧加剧，各种恶性竞争手段层出不穷。到2022年，市场经过洗牌后趋于稳定，但TEMU和TikTok Shop等新平台的出现又带来了新的机遇与挑战。
The period from 2016 to 2020 was the golden age of cross-border e-commerce, where most entrants could reap substantial rewards. However, after 2020, industry competition intensified dramatically, with various cutthroat tactics emerging. By 2022, the market stabilized after reshuffles, but the emergence of new platforms like TEMU and TikTok Shop brought fresh opportunities and challenges.
02 新手必备核心竞争力
02 Essential Competitive Edges for Beginners
1. 供应链优势：要么是厂家，要么有超强货源实力，能提供价格优势或独特产品。
1. Supply chain advantage: Either being a manufacturer or having strong sourcing capabilities to provide price advantages or unique products.
2. 内容运营经验：国内成功的短视频/直播运营经验在国外市场具有降维打击优势。
2. Content operation experience: Successful short video/live streaming operation experience in domestic market provides dimensional reduction advantage in foreign markets.
3. 信息捕捉能力：对海外市场政策、文化、趋势的敏锐把握至关重要。
3. Information acquisition ability: Keen grasp of overseas market policies, cultures and trends is crucial.
03 新手入局策略
03 Entry Strategies for Beginners
无经验新手：建议从东南亚市场入手，通过Shopee、TikTok Shop等平台积累经验。
Complete beginners: Recommended to start from Southeast Asian market through platforms like Shopee, TikTok Shop to gain experience.
有货源优势者：可同时尝试TEMU全托管模式和平台自运营店铺。
Those with supply advantages: Can try both TEMU's fully hosted model and platform self-operated stores.
内容能力强者：建议从TikTok内容电商切入，发挥自身优势。
Those strong in content: Recommended to start from TikTok content e-commerce to leverage their strengths.
AI工具应用：各类新手都应善用AI工具提升运营效率。
AI tool application: All types of beginners should make good use of AI tools to improve operational efficiency.
跨境电商是否适合入局，最终取决于个人条件和准备程度。前期充分调研、明确自身优势、选择合适切入点，才是成功的关键。
Whether cross-border e-commerce is suitable for entry ultimately depends on personal conditions and preparation. Thorough preliminary research, clear understanding of one's advantages, and choosing the right entry point are the keys to success.
