Wish新任CEO严峻的三把火：重塑跨境电商平台竞争力
跨境黑马Wish迎来战略转型期 | Cross-border dark horse Wish enters strategic transformation period
作为曾经的跨境电商四大主流平台之一，Wish凭借移动端超前布局和"千人千面"的个性化展示在早期获得快速发展。雨果跨境调研显示，75%的卖家仍记得Wish的辉煌历史。
As one of the "Big Four" cross-border e-commerce platforms, Wish achieved rapid early growth through mobile-first strategy and personalized "thousand people, thousand faces" display. A survey by Hugo Cross-border shows 75% of sellers still remember Wish's glorious history.
新任CEO的豪华履历 | New CEO's impressive resume
2023年2月，拥有谷歌中国、亚马逊全球开店、阿里巴巴等顶级互联网公司管理经验的严峻(Joe Yan)正式出任Wish CEO。他同时还是纪源资本(GGV)的运营合伙人。
In February 2023, Joe Yan officially became Wish CEO with management experience from top internet companies including Google China, Amazon Global Selling and Alibaba. He's also an operating partner at GGV Capital.
第一把火：长期价值导向 | First initiative: Long-term value orientation
严峻强调将100%精力投入Wish，平衡短期调整与长期增长。通过创造"small win"提升团队士气，同时发挥Wish在北美欧洲市场的深度洞察优势和技术驱动基因。
Yan emphasizes 100% dedication to Wish, balancing short-term adjustments with long-term growth. By creating "small wins" to boost team morale while leveraging Wish's strengths in North American/European market insights and tech-driven DNA.
第二把火：优化卖家生态 | Second initiative: Optimizing seller ecosystem
通过Wish Standards店铺分层机制打击恶性竞争，推出MMS商户托管服务和联仓业务赋能卖家。严峻强调平台与卖家是"相互成就的合作伙伴关系"。
Implementing Wish Standards tiering system to combat unfair competition, launching MMS merchant hosting service and co-warehousing to empower sellers. Yan emphasizes "mutually beneficial partnership" between platform and sellers.
第三把火：市场分层运营 | Third initiative: Tiered market operations
将全球60多个市场分为三类：成熟市场(美加英德)、发展市场(法意西等欧洲国家)和新兴市场(巴西墨西哥)。通过个性化推荐机制强化用户生命周期管理。
Categorizing 60+ global markets into three types: mature (US/Canada/UK/Germany), developing (France/Italy/Spain etc.) and emerging (Brazil/Mexico). Strengthening user lifecycle management through personalized recommendation mechanisms.
物流体验优化 | Logistics experience optimization
Wish推出固定运费项目和联仓服务，平衡跨境物流成本与用户体验。目前已在20多个国家提供固定运费服务，持续优化端到端物流时效。
Wish launched flat-rate shipping and co-warehousing services to balance cross-border logistics costs and user experience. Currently offering flat-rate shipping in 20+ countries, continuously optimizing end-to-end logistics efficiency.
展望未来 | Future outlook
严峻表示将坚持"长期价值主义"，通过产品技术驱动、卖家生态优化和市场精准分层三大策略，带领Wish重回增长轨道，实现平台与卖家的共赢。
Yan stated commitment to "long-term value orientation", leading Wish back to growth through three strategies: product-tech driven development, seller ecosystem optimization, and precise market segmentation, achieving win-win for platform and sellers.
