跨境电商黄金时代：深圳创业者如何打造全球化品牌
深圳跨境电商正在经历前所未有的繁荣。 25岁的陈耀宏就是这场浪潮中的典型代表。他的公司通过自建站销售原创设计厨房刀具，2020年仅用半年时间就实现了2000万元的销售额。
Shenzhen's cross-border e-commerce is experiencing unprecedented prosperity. 25-year-old Chen Yaohong is a typical representative of this wave. His company sells original design kitchen knives through self-built websites, achieving 20 million yuan in sales in just half a year in 2020.
疫情加速了全球电商发展，中国供应链优势更加凸显。据海关总署数据，2020年跨境电商进出口清单同比增长63.3%，其中70%以上通过珠三角出口。
The pandemic has accelerated the development of global e-commerce, highlighting China's supply chain advantages. According to customs data, cross-border e-commerce import and export lists increased by 63.3% year-on-year in 2020, with over 70% exported through the Pearl River Delta.
跨境电商品牌化趋势明显
Clear trend of brand building in cross-border e-commerce
安克创新(Anker)是跨境电商品牌化的成功典范。这家专注于充电设备的公司2020年8月登陆创业板，市值一度突破700亿元。其产品在亚马逊长期占据充电品类销量榜首。
Anker Innovation is a successful example of brand building in cross-border e-commerce. The company specializing in charging devices went public in August 2020, with its market value once exceeding 70 billion yuan. Its products have long topped the sales charts in the charging category on Amazon.
不同于传统"低价走量"模式，安克创新坚持中高端定位，研发投入占比达5.92%，远超行业平均水平。其"拉车线"产品因卓越品质成为网红爆款。
Different from the traditional "low price, large volume" model, Anker Innovation adheres to a mid-to-high-end positioning, with R&D investment accounting for 5.92%, far exceeding the industry average. Its "PowerLine" product became a viral hit due to its excellent quality.
深圳：跨境电商之都
Shenzhen: Capital of Cross-border E-commerce
深圳拥有全国最集中的跨境电商产业集群。天眼查数据显示，广东省跨境电商相关企业占全国68.2%，其中大部分集中在深圳。
Shenzhen has the most concentrated cross-border e-commerce industry cluster in China. Tianyancha data shows that Guangdong's cross-border e-commerce related enterprises account for 68.2% of the national total, most of which are concentrated in Shenzhen.
华南城和坂田是深圳两大跨境电商聚集地，孕育了"华南城四大天王"和"坂田五虎"等知名企业。据估计，亚马逊上三分之一的第三方中国卖家来自深圳。
Huanancheng and Bantian are two major cross-border e-commerce gathering places in Shenzhen, nurturing well-known enterprises such as the "Four Kings of Huanancheng" and "Five Tigers of Bantian". It is estimated that one-third of third-party Chinese sellers on Amazon come from Shenzhen.
未来趋势：从卖货到品牌
Future Trend: From Selling Goods to Building Brands
随着行业竞争加剧，单纯的价格战已难以为继。快时尚品牌SheIn的成功证明，中国跨境电商完全有能力打造全球化品牌。
As industry competition intensifies, pure price wars are no longer sustainable. The success of fast fashion brand SheIn proves that Chinese cross-border e-commerce is fully capable of building global brands.
安克创新创始人阳萌表示："我们要'弘扬中国智造之美'，不做'便宜货'。在消费电子这片浅海上，还有很多珍珠贝壳可以捡。"
Yang Meng, founder of Anker Innovation, said: "We want to 'promote the beauty of Chinese intelligent manufacturing', not make 'cheap goods'. In the shallow sea of consumer electronics, there are still many pearls and shells to pick."
