2024跨境电商新兴平台模式报告：引领行业三大变革方向
2024跨境电商新兴平台模式报告：引领行业三大变革方向
2024 Cross-border E-commerce Emerging Platform Models Report: Leading Three Major Industry Transformation Directions
跨境电商始终是一个追求快节奏的行业，注重高速周转和快速响应。2023年无疑是跨境电商发生重大变革的一年，出海"四小龙"（Temu、SHEIN、TikTok Shop和速卖通）凭借中国产业带的优势，整合供应链资源，强势出海。
Cross-border e-commerce has always been an industry that pursues fast pace, focusing on high-speed turnover and quick response. 2023 was undoubtedly a year of significant transformation for cross-border e-commerce, with the "Four Little Dragons" (Temu, SHEIN, TikTok Shop and AliExpress) leveraging China's industrial belt advantages to integrate supply chain resources and expand globally.
一、低价战继续白热化
1. Intensifying Price Wars
新兴平台使用低价策略对全球市场造成冲击。Temu美国站2023年销售额增长840%，导致Jane.com等平台关站。低价策略成功有三大原因：
- 全球经济下行背景下的消费降级
- 全托管模式提升供应链效率
- 低价心智的养成
Emerging platforms are impacting global markets with low-price strategies. Temu's US site saw 840% sales growth in 2023, leading to closures of platforms like Jane.com. Three key reasons for the success of low-price strategies:
- Consumption downgrade amid global economic downturn
- Full-trusteeship model improves supply chain efficiency
- Formation of low-price perception among consumers
二、提升物流履约能力
2. Enhancing Logistics Fulfillment Capabilities
物流是电商的核心竞争力。亚马逊2023年新增9个"当日达"站点，覆盖18个美国城市。海外仓成为降本增效的重要手段，Temu美国销售额的20%来自当地仓库。
Logistics is the core competitiveness of e-commerce. Amazon added 9 "Same-Day Delivery" sites in 2023, covering 18 US cities. Overseas warehouses have become an important means to reduce costs and improve efficiency, with 20% of Temu's US sales coming from local warehouses.
三、供应链升级：一盘货卖全球
3. Supply Chain Upgrade: One Inventory for Global Markets
多平台运营成为趋势，85.4%的企业同时经营多个平台。全托管模式下，产品可能被售往全球任何站点。Temu通过低价策略实现全球扩张，SHEIN则依靠柔性供应链快速响应市场需求。
Multi-platform operation has become a trend, with 85.4% of companies operating on multiple platforms simultaneously. Under the full-trusteeship model, products may be sold to any global site. Temu achieves global expansion through low-price strategies, while SHEIN relies on flexible supply chains to quickly respond to market demands.
行业展望：跨境电商行业正处于巨变时代，中国制造业出海步伐加快，将赢得更多全球影响力和话语权。
Industry Outlook: The cross-border e-commerce industry is in an era of great change, with China's manufacturing sector accelerating its global expansion and gaining more influence and voice in the global market.
