跨境电商母婴市场：进口繁荣与出口困境的深度分析

跨境电商母婴市场：进口繁荣与出口困境的深度分析

Cross-border E-commerce in Maternal and Child Market: In-depth Analysis of Import Boom and Export Challenges

母婴产品已成为跨境电商最热销品类之一。随着"母亲节"临近，各大平台纷纷推出促销活动。亚马逊海外购母婴店5月4日试营业，蜜芽宝贝和京东全球购也推出了"满立减"优惠。然而，跨境出口电商的母婴产品选择相对单一，主要集中在夏季女士鞋服和配饰。

Maternal and child products have become one of the hottest categories in cross-border e-commerce. With Mother's Day approaching, major platforms have launched promotional activities. Amazon's overseas maternal and child store opened for trial operation on May 4, while Mia and JD Worldwide also introduced "full reduction" promotions. However, the selection of maternal and child products in cross-border export e-commerce is relatively limited, mainly focusing on summer women's shoes, clothing and accessories.

跨境进口电商：母婴市场多点开花

Cross-border Import E-commerce: Blooming Maternal and Child Market

统计数据显示，2013年我国0-6岁婴幼儿人口约1.4亿，随着二胎政策放开，预计2015年婴童行业市场规模将达2万亿元。国内外跨境电商平台纷纷上线母婴产品全球购。目前国内专注母婴产品进口的平台近20家，若算上多品类平台则超过百家。

Statistics show that China's 0-6 year old infant population was about 140 million in 2013. With the implementation of the two-child policy, the children's industry market size is expected to reach 2 trillion yuan by 2015. Domestic and foreign cross-border e-commerce platforms have launched global purchases of maternal and child products. Currently, there are nearly 20 domestic platforms specializing in the import of maternal and child products, and more than 100 if multi-category platforms are included.

天猫国际、京东全球购等平台近期掀起了多轮"纸尿裤"价格战。网易考拉海购相关负责人表示："母婴用品是海淘第一刚需，中国妈妈最在意孩子使用的商品。"业内人士分析，母婴产品占家庭支出30%以上，消费者选择慎重，平台入驻门槛较高，利润更丰厚。

Tmall Global, JD Worldwide and other platforms have recently launched multiple rounds of "diaper" price wars. A person in charge of NetEase Koala said: "Maternal and child products are the first rigid demand for overseas shopping, and Chinese mothers care most about the products their children use." Industry insiders analyzed that maternal and child products account for more than 30% of household expenditure, consumers are more cautious in their choices, the platform entry threshold is higher, and profits are more substantial.

跨境出口电商：选品盲目缺乏本土化

Cross-border Export E-commerce: Blind Product Selection Lacks Localization

相比进口电商的多样化母婴产品，中国卖家出口的母婴产品种类单一，主要是婴幼儿服饰和玩具。数据显示，俄罗斯家庭每月儿童用品支出3100-4500卢布；巴西2014年在线童装销售额达120亿美元，年增长率40%。

Compared with the diversified maternal and child products of import e-commerce, the types of maternal and child products exported by Chinese sellers are single, mainly infant clothing and toys. Data shows that Russian families spend 3,100-4,500 rubles per month on children's products; Brazil's online children's clothing sales reached $12 billion in 2014, with an annual growth rate of 40%.

出口电商面临的主要问题是商品同质化严重，客单价低。童装以日韩风格为主，欧美风格较少；玩具品类单一，品牌侵权风险大。业内人士指出，俄罗斯塑料玩具市场大，毛绒玩具销量最好；巴西市场需要带主题文化的童装；欧美市场流行卡通图案童装。

The main problems faced by export e-commerce are serious product homogenization and low customer unit price. Children's clothing is mainly in Japanese and Korean styles, with fewer European and American styles; toy categories are single, with high risks of brand infringement. Industry insiders pointed out that Russia has a large plastic toy market, plush toys sell best; the Brazilian market needs children's clothing with theme culture; the European and American markets are popular with cartoon-patterned children's clothing.

尽管面临挑战，速卖通和Wish等平台仍在发力母婴市场。速卖通2015年加大母婴产品招商力度；Wish推出母婴垂直APP Mama。业内人士表示，行业洗牌将不可避免，只有拥有核心竞争力的跨境母婴电商才能存活到最后。

Despite the challenges, platforms such as AliExpress and Wish are still making efforts in the maternal and child market. AliExpress increased investment in maternal and child products in 2015; Wish launched the vertical maternal APP Mama. Industry insiders said that industry reshuffle is inevitable, and only cross-border maternal and child e-commerce with core competitiveness can survive to the end.