2024跨境电商爆款趋势与应对策略：行业进入"下半场"竞争
中国跨境电商行业正迎来关键转折点。8月16日，2024中国跨境电商交易会（跨交会）在广州广交会展馆盛大开幕，展览面积超4万平方米，汇聚亚马逊、SHEIN、TikTok Shop等40家头部平台及上千家供应链企业。
The Chinese cross-border e-commerce industry is at a critical turning point. On August 16, 2024 China Cross-border E-commerce Fair opened grandly in Guangzhou, with an exhibition area of over 40,000 square meters, gathering 40 leading platforms including Amazon, SHEIN, TikTok Shop and thousands of supply chain enterprises.
▍2024年跨境电商爆款品类分析
▍Analysis of 2024 Cross-border E-commerce Hot Products
根据海关数据，2024年上半年我国跨境电商进出口达1.22万亿元，同比增长10.5%。广东省跨境电商进出口额4273.4亿元，保持强劲增长势头。
According to customs data, China's cross-border e-commerce import and export volume reached 1.22 trillion yuan in the first half of 2024, a year-on-year increase of 10.5%. Guangdong Province's cross-border e-commerce import and export volume was 427.34 billion yuan, maintaining strong growth momentum.
热门品类包括：
Popular categories include:
- 宠物智能用品（智能喂食器等）
- Pet smart products (smart feeders, etc.)
- 户外运动装备（大型露营帐篷等）
- Outdoor sports equipment (large camping tents, etc.)
- 定制化电动交通工具（符合欧美体型的大尺寸电动滑板车）
- Customized electric vehicles (oversized electric scooters for European/American body types)
宁波骑创负责人表示："仅靠价格优势已不够，需要持续创新产品设计和性能。"
The person in charge of Ningbo Qichuang said: "Relying solely on price advantages is no longer enough, continuous innovation in product design and performance is needed."
▍跨境电商发展面临的三大挑战
▍Three Major Challenges Facing Cross-border E-commerce Development
- 贸易壁垒增加：如印尼拟对进口纺织品征收200%保障税
- Increasing trade barriers: For example, Indonesia plans to impose 200% safeguard duties on imported textiles
- 本土化要求提高：需深入了解目标市场文化和法规
- Higher localization requirements: Need to deeply understand target market culture and regulations
- 竞争加剧：供应链企业直接参展寻找机会
- Intensified competition: Supply chain enterprises directly participate in exhibitions to seek opportunities
▍跨境电商企业应对策略
▍Response Strategies for Cross-border E-commerce Enterprises
1. 市场多元化布局
环球资源杨军建议："除欧美市场外，应积极开拓东南亚、中南美、非洲等新兴市场，特别是印尼市场。"
1. Diversified market layout
Global Sources' Yang Jun suggested: "In addition to European and American markets, we should actively explore emerging markets such as Southeast Asia, Central and South America, and Africa, especially the Indonesian market."
2. 产品差异化竞争
选择生产具有技术含量、目标市场无法替代的产品，如中山灯具企业通过联盟形式抱团出海。
2. Differentiated product competition
Choose to produce technologically advanced products that cannot be replaced by the target market, such as Zhongshan lighting enterprises going global through alliances.
3. 全渠道建设
同时布局亚马逊、速卖通等平台和独立站，建立多元化销售网络。
3. Omnichannel construction
Simultaneously layout platforms such as Amazon, AliExpress and independent stations to establish diversified sales networks.
广东省网商协会刘飞娜强调："合规出海是高质量发展的基础，需特别重视目标市场法规研究。"
Liu Feina of Guangdong E-commerce Association emphasized: "Compliant globalization is the foundation of high-quality development, and special attention should be paid to the research of target market regulations."
