工厂转型跨境电商：全托管VS自运营，谁才是最优解？
工厂转型跨境电商：全托管VS自运营，谁才是最优解？
Factory Transformation in Cross-border E-commerce: Fully Hosted vs Self-operated, Which is the Best Solution?
中国工厂正面临前所未有的转型压力。广州服装厂老板阿乐表示："现在才11月，正是旺季，但我们这儿很多工厂都关了。没订单。"这反映了当前中国制造业的普遍困境——国内订单锐减，外贸出口持续下滑。
Chinese factories are facing unprecedented transformation pressure. A Le, a clothing factory owner in Guangzhou, said: "It's only November, the peak season, but many factories here have closed. No orders." This reflects the common dilemma of China's manufacturing industry - sharp decline in domestic orders and continuous downturn in foreign trade exports.
内卷加剧：工厂被迫转型
Intensified Competition: Factories Forced to Transform
海关数据显示，2023年10月我国外贸出口同比下降6.4%，连续六个月负增长。阿乐的工厂从7月开始订单"断崖式下跌"，整个7月订单量减少1/3。
Customs data shows that China's foreign trade exports in October 2023 decreased by 6.4% year-on-year, marking six consecutive months of negative growth. A Le's factory experienced a "cliff-like drop" in orders starting from July, with order volume decreasing by one-third in July alone.
跨境电商：工厂的两条出路
Cross-border E-commerce: Two Paths for Factories
面对困境，工厂主们开始考虑跨境电商：
- 自运营模式：如亚马逊全球开店，需要掌控全流程但溢价更高
- 全托管模式：如Temu、SHEIN等平台，只需供货但利润空间小
Facing difficulties, factory owners are turning to cross-border e-commerce:
- Self-operated model: Like Amazon Global Selling, requires full process control but offers higher premiums
- Fully hosted model: Platforms like Temu and SHEIN, only need to supply goods but with smaller profit margins
全托管的现实挑战
Reality Challenges of Fully Hosted Model
尽管全托管模式看似简单，但实际运作中工厂面临诸多挑战：
- 贸易商仍占据优势，能凭借组货能力获得更好利润
- 平台需要SKU广度，而工厂往往专注于特定品类
- "小单快反"模式与传统大单生产模式冲突
Although the fully hosted model seems simple, factories face many challenges in actual operation:
- Traders still have advantages and can obtain better profits through product grouping capabilities
- Platforms need SKU breadth, while factories often focus on specific categories
- The "small order quick response" model conflicts with traditional large order production models
自运营的高门槛
High Threshold of Self-operation
对于大多数工厂来说，自运营跨境电商如"天书"般复杂：
- 需要完整的运营团队
- 面临选品、营销、售后等多环节挑战
- 资金投入大，回报周期长
For most factories, self-operated cross-border e-commerce is as complex as "reading heavenly books":
- Requires a complete operation team
- Faces challenges in product selection, marketing, after-sales and other links
- Large capital investment with long return cycle
工厂转型的五大关键问题
Five Key Issues in Factory Transformation
跨境品牌出海运营服务商兰友洋指出，工厂转型需要考虑：
- 是否有决心投入跨境电商
- 能否适应生产方式的改变
- 是否具备全球化协作能力
- 是否有成本与风险控制能力
- 如何调整财务计算方式
Lan Youyang, a cross-border brand export operation service provider, pointed out that factory transformation needs to consider:
- Whether determined to invest in cross-border e-commerce
- Ability to adapt to changes in production methods
- Possession of global collaboration capabilities
- Cost and risk control capabilities
- How to adjust financial calculation methods
结论：没有标准答案，只有适合与否
Conclusion: No Standard Answer, Only Whether It Fits or Not
速卖通表示，全托管是对原有模式的扩充，商家应根据自身情况选择。玩具工厂老板认为："自运营还是全托管，是工厂的能力、需求和生态位是否匹配的问题。"
AliExpress stated that fully hosted is an expansion of the original model, and merchants should choose according to their own situation. A toy factory owner believes: "Self-operation or fully hosted is a question of whether the factory's capabilities, needs and ecological position match."
最终，稳定的利润才是工厂的终极诉求。无论选择哪条路，工厂都需要回归商业本质，把产品做扎实，才能在激烈的竞争中立于不败之地。
Ultimately, stable profits are the ultimate demand of factories. No matter which path is chosen, factories need to return to the essence of business and make solid products to remain invincible in fierce competition.
