跨境电商行业报告：广东领跑全国，品牌化与海外仓成新趋势
南财智库研究员 杨期鑫 朱治宣 / NFC Think Tank Researchers Yang Qixin, Zhu Zhixuan
根据海关总署最新测算数据，2024年前三季度，我国跨境电商进出口1.88万亿元，同比增长11.5%，高于同期我国外贸整体增速6.2个百分点。其中出口1.48万亿元，同比增长15.2%，占我国同期总出口的7.95%，跨境电商已成为我国外贸增长的新动能。
According to the latest data from the General Administration of Customs, in the first three quarters of 2024, China's cross-border e-commerce imports and exports reached 1.88 trillion yuan, a year-on-year increase of 11.5%, which was 6.2 percentage points higher than the overall growth rate of China's foreign trade during the same period. Exports accounted for 1.48 trillion yuan, a year-on-year increase of 15.2%, representing 7.95% of China's total exports during the same period. Cross-border e-commerce has become a new driving force for China's foreign trade growth.
跨境电商区域分布特征 / Regional Distribution Characteristics of Cross-Border E-Commerce
整体上看，目前我国跨境电商产业呈现出明显的区域集聚特征，主要集中于广东、浙江、山东、江苏、福建等沿海省份，与当地区域经济发展水平、产业带及基础设施等因素密切相关。
Overall, China's cross-border e-commerce industry currently exhibits distinct regional clustering characteristics, primarily concentrated in coastal provinces such as Guangdong, Zhejiang, Shandong, Jiangsu, and Fujian. This is closely related to factors such as local economic development levels, industrial belts, and infrastructure.
据海关总署统计数据，截至2024年11月18日，我国跨境电商总数高达70769家，其中广东省以14772家位于全国之首，占全国总数的20.87%，浙江省和山东省分别以12239和11784家企业紧随其后。
According to customs statistics, as of November 18, 2024, China had a total of 70,769 cross-border e-commerce companies. Guangdong Province led the nation with 14,772 companies, accounting for 20.87% of the national total, followed by Zhejiang and Shandong with 12,239 and 11,784 companies respectively.
广东跨境电商表现突出 / Outstanding Performance of Guangdong's Cross-Border E-Commerce
广东全省跨境电商进出口总量从2015年的113亿元跃升至2023年的8433亿元，8年扩大75倍、年均增长71.4%，在全国占比超过1/3，规模稳居全国第一。
Guangdong's total cross-border e-commerce imports and exports surged from 11.3 billion yuan in 2015 to 843.3 billion yuan in 2023, expanding 75 times in eight years with an average annual growth rate of 71.4%. Accounting for over one-third of the national total, Guangdong's scale firmly ranks first in the country.
出口商品结构分析 / Analysis of Export Product Structure
根据2024上半年跨境电商统计调查，从商品结构上看，我国跨境电商出口中服饰鞋包首饰占27.3%,手机等电子产品占14.4%，家居家纺用品占12.4%。
According to cross-border e-commerce statistics for the first half of 2024, in terms of product structure, clothing, footwear, bags, and jewelry accounted for 27.3% of China's cross-border e-commerce exports, followed by mobile phones and other electronic products at 14.4%, and home furnishings and textiles at 12.4%.
行业转型：从铺货模式到品牌化 / Industry Transformation: From Bulk Listing to Branding
当前，我国跨境电商行业正逐渐从粗放的铺货模式向垂直品类品牌化模式转型发展。传统的铺货模式虽然能够帮助跨境电商卖家快速测试市场和增加销售机会，但由于缺乏核心竞争力，大量SKU管理难度加大，对平台规则的高度依赖等因素，其抗风险能力较弱。
Currently, China's cross-border e-commerce industry is gradually transitioning from extensive bulk listing models to vertical category branding models. While traditional bulk listing models help sellers quickly test markets and increase sales opportunities, they lack core competitiveness, face challenges in managing numerous SKUs, and are highly dependent on platform rules, resulting in weaker risk resistance.
海外仓市场快速发展 / Rapid Development of Overseas Warehousing Market
从全球海外仓分布上看，美国海外仓数量一骑绝尘，新兴市场国家数量较少，但增长潜力空间大。截至22年末，美国海外仓数量达1178个，其中22年新增253个。
In terms of global overseas warehouse distribution, the United States leads by a wide margin in the number of overseas warehouses, while emerging markets have fewer but greater growth potential. By the end of 2022, the U.S. had 1,178 overseas warehouses, with 253 newly added in 2022 alone.
政策支持与未来展望 / Policy Support and Future Outlook
2024年6月，商务部等九部门发布《关于拓展跨境电商出口推进海外仓建设的意见》，2024年11月21日，商务部印发《关于促进外贸稳定增长的若干政策措施》，提出要促进跨境电商发展，持续推进海外智慧物流平台建设。
In June 2024, nine departments including the Ministry of Commerce issued the "Opinions on Expanding Cross-Border E-Commerce Exports and Promoting Overseas Warehouse Construction." On November 21, 2024, the Ministry of Commerce issued the "Several Policy Measures to Promote Stable Growth of Foreign Trade," proposing to promote cross-border e-commerce development and continue advancing the construction of overseas smart logistics platforms.
展望未来，品牌化、差异化和精细化管理将成为跨境电商卖家生存和发展的关键，具有较强品牌力的企业将获得更高更稳定的市场份额。
Looking ahead, branding, differentiation, and refined management will become key to the survival and development of cross-border e-commerce sellers. Companies with strong brand power will gain higher and more stable market share.
