中国跨境电商品牌影响力榜发布：揭示外贸新趋势与品牌化发展路径
每经记者：叶晓丹 每经编辑：魏官红
By Ye Xiaodan, Edited by Wei Guanhong, National Business Daily
多年来，跨境电商持续高速发展，拉动了出口，促进了经济发展。更为重要的是，跨境电商正在改变国际贸易结构。
For many years, cross-border e-commerce has maintained rapid development, boosting exports and promoting economic growth. More importantly, cross-border e-commerce is changing the structure of international trade.
在传统国际贸易中，中国工厂接单生产，只能赚取微薄的加工费，利润大头都在国外的品牌方手里。到了跨境电商时代，中国卖家可以通过电商平台和独立站（官方网站）直面消费者，打造自己的品牌，向微笑曲线的两端延伸。
In traditional international trade, Chinese factories receive orders for production and can only earn meager processing fees, with the majority of profits going to foreign brand owners. In the era of cross-border e-commerce, Chinese sellers can directly face consumers through e-commerce platforms and independent websites (official websites), build their own brands, and extend to both ends of the smile curve.
SHEIN从草根成长为全球快时尚巨头，其杀手锏"小单快返"是什么？本质就是把中国的产业链优势，和市场一线的消费需求高效地链接起来，形成良性循环。
How did SHEIN grow from grassroots to a global fast fashion giant? What is its killer feature "small orders and quick returns"? Essentially, it efficiently connects China's industrial chain advantages with frontline consumer demand, forming a virtuous cycle.
A股跨境电商的龙头安克创新，一开始就走的就是高质高价的路线，为什么没有和华强北的一众卖家拼价格？因为安克更了解消费者，他们愿意花更多一点的成本购买更高质量的产品。
Anker Innovations, the leading cross-border e-commerce company in China's A-share market, has always followed a high-quality and high-price route. Why didn't it compete on price with numerous sellers in Huaqiangbei? Because Anker understands consumers better - they are willing to spend a little more for higher quality products.
怎样才能深刻了解消费者需求？一批关系紧密的忠实用户必不可少，也就是说，你得是个品牌。制造+品牌的结果是1+1>2，因为全流程的协同工作更高效。全链条总体打通优化的效果，是局部优化无法比拟的。这也是SHEIN发展如此迅猛的原因。
How to deeply understand consumer needs? A group of closely connected loyal users is essential - in other words, you need to be a brand. The result of manufacturing + brand is 1+1>2, because the collaborative work of the entire process is more efficient. The effect of overall optimization across the entire chain is incomparable to partial optimization. This is also why SHEIN has developed so rapidly.
知易行难。品牌的打造不是一朝一夕的事情，也不是打打广告那么简单。市场洞察、品牌定位、产品设计、技术研发、营销推广、社群运营、售后服务等，链条很长，久久为功。
Easier said than done. Building a brand is not an overnight task, nor is it as simple as running advertisements. Market insight, brand positioning, product design, technological R&D, marketing promotion, community operations, after-sales service, etc., form a long chain that requires persistent effort.
为了推动跨境电商行业的品牌化发展，助力中国经济转型升级，11月14日，在由每日经济新闻主办的"迎潮而立"出海沙龙上，每日经济新闻与深圳市易势科技联合推出了《中国跨境电商品牌影响力榜（2023/10）》。
To promote the branding development of the cross-border e-commerce industry and support China's economic transformation and upgrading, on November 14th, at the "Riding the Wave" Going Global Salon hosted by National Business Daily, National Business Daily and Shenzhen Ease Technology jointly released the "China Cross-border E-commerce Brand Influence List (2023/10)".
榜单主要针对原生跨境电商品牌，用搜索热度、独立站自然流量和亚马逊搜索量三个维度的数据，对其影响力进行量化分析。综合来看，搜索热度最有代表性。
The list mainly targets native cross-border e-commerce brands, using data from three dimensions - search popularity, independent website natural traffic, and Amazon search volume - to quantitatively analyze their influence. Overall, search popularity is the most representative.
可以看到，上榜品牌主要分布在3C数码和服装赛道。服装赛道的SHEIN占据榜首，品牌影响力遥遥领先，其次是3C赛道的Anker。
It can be seen that the listed brands are mainly distributed in the 3C digital and apparel tracks. SHEIN in the apparel track occupies the top spot, with brand influence far ahead, followed by Anker in the 3C track.
下面是榜单详情：
Below are the details of the list:
