中东电商平台接连暴雷：JollyChic疑似关停背后的市场困境与机遇
近期中东电商市场动荡不安，继2020年以来多个平台暴雷后，执御旗下明星平台JollyChic也陷入关停传闻。这个曾经被誉为"中东王"的跨境电商平台，官网商品已全部清空，社交媒体停止更新。
The Middle East e-commerce market has been turbulent recently. Following multiple platform failures since 2020, JollyChic, the star platform under Jollychic, has also fallen into shutdown rumors. This cross-border e-commerce platform once known as the "King of the Middle East" has cleared all products from its official website and stopped updating social media.
01 JollyChic暴雷事件
01 JollyChic Crisis Event
业内人士发现，JollyChic网站、App和卖家中心等登陆页面接连无法打开，社交媒体最后更新停留在2021年7月31日。虽然官网仍可访问，但点击任何类目都显示"没有找到结果"。
Industry insiders found that JollyChic's website, app and seller center login pages could not be opened successively, with social media updates last stopping on July 31, 2021. Although the official website is still accessible, clicking any category shows "no results found".
JollyChic曾拥有近2000万注册用户，是中东地区海湾国家排名第一的移动时尚购物APP，帮助执御成为中东电商市场的领头羊。2019年，执御旗下三大平台已涵盖中东地区5000万用户。
JollyChic once had nearly 20 million registered users and was the No. 1 mobile fashion shopping app in Gulf countries in the Middle East, helping Jollychic become the leader in the Middle East e-commerce market. In 2019, Jollychic's three major platforms had covered 50 million users in the Middle East.
02 中东电商平台困境分析
02 Analysis of Middle East E-commerce Platform Dilemmas
2020年以来，已有五大中东跨境电商平台宣布停止运营，包括The Modist、Nisnass、Awok等，领域涉及奢侈品、母婴、时尚等多个品类。这些平台关停时间集中在新冠疫情爆发的第一年。
Since 2020, five major Middle East cross-border e-commerce platforms have announced the suspension of operations, including The Modist, Nisnass, Awok, etc., covering multiple categories such as luxury goods, maternal and child products, and fashion. The shutdown times of these platforms were concentrated in the first year of the COVID-19 outbreak.
主要原因包括：
Main reasons include:
- 疫情导致供应链断裂或延迟
- 消费者对非必需品需求下降
- 物流配送体验恶化
- Supply chain disruptions or delays caused by the pandemic
- Decreased consumer demand for non-essential goods
- Deterioration of logistics and delivery experience
03 中东电商市场未来机遇
03 Future Opportunities in Middle East E-commerce Market
尽管面临挑战，中东电商市场仍存在巨大潜力：
Despite the challenges, the Middle East e-commerce market still has huge potential:
物流基础设施改善：各大平台和物流公司加大投入，亚马逊和Noon在沙特建立多个大仓，极兔速递等物流服务商加速布局。
Improved logistics infrastructure: Major platforms and logistics companies have increased investment, with Amazon and Noon establishing multiple large warehouses in Saudi Arabia, and logistics service providers such as J&T Express accelerating their layout.
支付方式变革：货到付款(COD)比率下降75%，60%消费者更愿意数字支付，24%消费者使用先买后付(BNPL)方式。
Payment method changes: The COD ratio has dropped by 75%, 60% of consumers prefer digital payments, and 24% of consumers use Buy Now, Pay Later (BNPL) methods.
随着消费者购物习惯转变和关税政策放开，中东电商市场将迎来新的发展机遇，同时也将重塑未来零售业格局。
With changes in consumer shopping habits and the liberalization of tariff policies, the Middle East e-commerce market will usher in new development opportunities and reshape the future retail landscape.
