史上最长黑五遭遇"低价风暴"：跨境电商卖家陷入比价困境
本文来源：时代周报 作者：李馨婷
Source: Time Weekly Author: Li Xinting
今年的"黑色星期五"（简称"黑五"）被称为"史上最长黑五"，但许多跨境商家仍未等来期待中的爆单。根据Adobe Analytics预测，美国黑五在线销售额将达到创纪录的108亿美元。然而，随着亚马逊等电商平台不断拉长大促时间，今年的黑五购物节早在10月中下旬就已开启。
This year's "Black Friday" (referred to as "Black Friday") is called the "longest Black Friday in history", but many cross-border merchants are still waiting for the expected explosion of orders. According to Adobe Analytics forecasts, U.S. Black Friday online sales will reach a record $10.8 billion. However, as e-commerce platforms such as Amazon continue to extend the promotion period, this year's Black Friday shopping festival started as early as late October.
跨境电商赛道日益拥挤
Increasingly crowded cross-border e-commerce track
跨境电商赛道日益拥挤，竞争愈发激烈，不少卖家的订单量不及预期。"10月中开始就已经是行业传统的旺季，但是到今天为止，店铺旺季整体销量同比去年还是下滑的。"一位主营玩具品类的跨境电商运营表示。
The cross-border e-commerce track is becoming increasingly crowded, competition is becoming more intense, and many sellers' order volumes are lower than expected. "Mid-October is already the traditional peak season for the industry, but as of today, the overall sales during the peak season are still down compared to last year," said an operator of a cross-border e-commerce company specializing in toys.
过去2年，以Temu、SHEIN、TikTok Shop和速卖通为代表的"出海四小龙"先后开通全托管与半托管等模式，极大降低了跨境电商开店门槛，也颠覆了行业生态。越来越多商家涌入，现存的蓝海市场被迅速占领。
In the past two years, the "Four Little Dragons Going Overseas" represented by Temu, SHEIN, TikTok Shop and AliExpress have successively launched fully hosted and semi-hosted models, greatly lowering the threshold for opening cross-border e-commerce stores and subverting the industry ecology. More and more merchants are pouring in, and the existing blue ocean market is quickly occupied.
史上最长黑五
The longest Black Friday in history
今年黑五大促变得格外漫长，与国内的双11越来越相似。亚马逊将黑五大促周期延长至12天（11月21日-12月2日），为平台史上最长。各大中国跨境电商平台的大促周期则拉得更长：Temu的大促在10月20日启动，总时长47天；速卖通的战线拉长到一个月；TikTok Shop的黑五大促周期则达到20天。
This year's Black Friday promotion has become extremely long, becoming more and more similar to China's Double 11. Amazon extended the Black Friday promotion period to 12 days (November 21-December 2), the longest in the platform's history. The promotion cycles of major Chinese cross-border e-commerce platforms are even longer: Temu's promotion started on October 20, lasting a total of 47 days; AliExpress extended the battle line to one month; TikTok Shop's Black Friday promotion period reached 20 days.
商家们困在比价里
Merchants trapped in price comparison
性价比消费趋势下，低价化浪潮也在席卷跨境电商领域。借助平台，众多具备雄厚资本与供应链优势的商家纷纷投身跨境电商赛道，也将国内产业带的价格战蔓延至海外。
Under the trend of cost-effective consumption, the wave of low prices is also sweeping the cross-border e-commerce field. With the help of platforms, many merchants with strong capital and supply chain advantages have entered the cross-border e-commerce track, and the price war in domestic industrial belts has also spread overseas.
来自平台的压价与比价系统是低价化浪潮背后的推手。全托管模式降低了商家的入驻门槛，也让平台把握了产品的定价权。为了筛选出拥有"极致性价比"的产品，平台会启用一系列压价机制。
The price reduction and price comparison system from the platform is the driving force behind the wave of low prices. The fully hosted model lowers the entry threshold for merchants and also allows the platform to control product pricing. In order to screen out products with "ultimate cost performance", the platform will enable a series of price reduction mechanisms.
跨境电商进入微利时代
Cross-border e-commerce enters the era of meager profits
行业内卷叠加新一轮经济周期，跨境电商行业在几年间逐渐成为一片红海。据跨境电商平台雨果跨境数据，2023年，仅27%卖家表示利润高于上一年同期，59%的卖家表示利润出现下滑。2024年第一季度，利润同比下滑的卖家比重为44%。
Industry involution superimposed on a new economic cycle, the cross-border e-commerce industry has gradually become a red ocean in a few years. According to data from cross-border e-commerce platform Hugo Cross-border, in 2023, only 27% of sellers said their profits were higher than the same period last year, and 59% of sellers said their profits had declined. In the first quarter of 2024, the proportion of sellers whose profits fell year-on-year was 44%.
如何在低价化浪潮中生存，也成为了所有卖家不得不思考的问题。通过产品创新、布局新平台绕开拥挤的价格战，成为拥有足够资金与研发能力的卖家的共识。
How to survive in the wave of low prices has also become a question that all sellers have to think about. Through product innovation and layout of new platforms to bypass the crowded price war, it has become the consensus of sellers with sufficient funds and R&D capabilities.