跨境电商黑五遇冷：低价竞争与比价系统下的商家困境
本文来源：时代周报 作者：李馨婷
Source: Time Weekly Author: Li Xinting
“史上最长黑五”即将行至尾声，但许多跨境商家仍未等来期待中的爆单。当地时间11月29日是美国一年一度的购物大促节——“黑色星期五”（简称“黑五”），根据Adobe Analytics预测，美国周五在线销售额将达到创纪录的108亿美元。
The "longest Black Friday in history" is coming to an end, but many cross-border merchants are still waiting for the expected sales explosion. November 29 local time is the annual U.S. shopping festival - "Black Friday". According to Adobe Analytics forecasts, U.S. online sales on Friday will reach a record $10.8 billion.
对于海外零售商和跨境商家来说，这也是一年中最繁忙的时段。不过，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月中下旬就已在局部开启。Adobe Analytics数据指出，11月1日至24日，美国假日购物季的在线消费额达到774亿美元，同比增长9.6%。
For overseas retailers and cross-border merchants, this is also the busiest time of the year. However, as e-commerce platforms like Amazon continue to extend the promotion period, this year's Black Friday shopping festival started as early as mid-to-late October. Adobe Analytics data shows that from November 1 to 24, online spending during the U.S. holiday shopping season reached $77.4 billion, a year-on-year increase of 9.6%.
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。现在我们都盼着大促最后一天（12月2日），这天的销量通常会比黑五当天要好。”11月29日，在一家主营玩具品类的跨境电商公司担任运营的笛笛对时代周报记者说道。
The cross-border e-commerce track is becoming increasingly crowded and competition is intensifying, with many sellers' order volumes falling short of expectations. "Mid-October is already the traditional peak season for the industry, but so far, overall store sales during the peak season are still down year-on-year. Now we're all looking forward to the last day of the promotion (December 2), when sales are usually better than on Black Friday itself," said Didi, an operator at a cross-border e-commerce company specializing in toys, to Time Weekly on November 29.
低价浪潮席卷跨境电商
Low-price wave sweeps cross-border e-commerce
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, spreading domestic industrial belt price wars overseas.
Vincy所在的公司主营一款创新型电子产品。今年年初，产品客单价在800~900美元，溢价空间颇为可观。随着一年来进入其所在细分赛道的卖家越来越多，如今，Vincy公司的产品售价已接近成本价。
Vincy's company specializes in an innovative electronic product. At the beginning of this year, the product's unit price was $800-900, with considerable premium space. As more and more sellers have entered their niche track over the past year, Vincy's company's product prices are now close to cost.
平台比价系统加剧竞争压力
Platform price comparison systems intensify competitive pressure
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。
Platform price pressure and comparison systems are the driving forces behind the low-price wave. The fully hosted model lowers the threshold for merchants to enter, while also giving platforms control over product pricing. To screen out products with "ultimate cost-effectiveness", platforms will activate a series of price pressure mechanisms.
一般而言，商家向平台提报产品时，会进行初始报价。当判定商家的报价过高时，平台会发送弹窗通知商家降价，相关买手也可以用“一键调价”的方式直接调低产品的价格。部分商家甚至需要阶段性地参加平台的“每周竞价”活动，即每周进行一次同款商品竞价，同款中价低者胜出。
Generally speaking, when merchants submit products to the platform, they will make an initial quote. When the platform determines that the merchant's quote is too high, it will send a pop-up notification asking the merchant to lower the price, and relevant buyers can also directly lower the product price with "one-click price adjustment". Some merchants even need to periodically participate in the platform's "weekly bidding" activities, where the same product is bid on weekly, with the lowest price winning.
跨境电商进入微利时代
Cross-border e-commerce enters era of thin 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。Maggie在SHEIN与Temu开店的时长分别为1年半和半年，主营女装。激烈竞争下，为了将新品推成爆品，Maggie的店铺需要参加更多平台促销活动获得流量。
Industry involution superimposed on a new economic cycle has gradually turned the cross-border e-commerce industry into a red ocean over the past few years. Maggie has been operating stores on SHEIN and Temu for one and a half years and half a year respectively, mainly selling women's clothing. Under fierce competition, to make new products into hits, Maggie's store needs to participate in more platform promotions to gain traffic.
与此同时，随着平台政策调整，Maggie的店铺也从过去与平台共担运费变成需要全部承担运费，还需要面临各类新增的售后罚款。一系列主、被动的成本增加之下，Maggie店铺的利润越压越薄，约降低了5%~8%。
At the same time, as platform policies adjust, Maggie's store has gone from sharing shipping costs with the platform to bearing all shipping costs, while also facing various new after-sales penalties. Under a series of active and passive cost increases, the profits of Maggie's store have become thinner and thinner, decreasing by about 5%-8%.
当“微利”已成为现阶段市场的常态，商家们如何应对也将决定其未来能走得多远。
When "thin profits" have become the norm in the current market stage, how merchants respond will also determine how far they can go in the future.
