淘宝天猫全面升级出海战略 启动全行业招商应对收入下滑
9月23日最新消息 - 淘天集团在服饰品类出海取得经验后，正式将出海战略升级为"淘宝天猫出海增长计划"，并于今日面向全行业启动招商。
September 23 Update - Following successful apparel category expansion, Taotian Group has officially upgraded its global strategy to the "Taobao Tmall Global Growth Initiative", launching full-category merchant recruitment today.
此次招商覆盖美妆母婴、3C数码、运动户外、家居潮玩、小家电等多个行业。项目由淘宝天猫负责招商，阿里国际则承担海外物流和用户运营工作。
The recruitment covers multiple categories including beauty & baby care, 3C electronics, sports & outdoors, home decor & trendy toys, small appliances. Taobao Tmall handles merchant recruitment while Alibaba International manages overseas logistics and user operations.
平台亮点：提供海外邮费补贴，实现消费者端包邮；采用"0退货、0退款、0运费险"的创新模式；商家保留定价权和货权，仅需将商品发至国内集运仓。
Platform Highlights: Offers international shipping subsidies for free consumer delivery; implements innovative "0 returns, 0 refunds, 0 shipping insurance" model; merchants retain pricing power and inventory control, only needing to ship to domestic consolidation warehouses.
财务背景：2023年上半年，淘天集团收入1133.73亿元，同比下降1%，成为阿里六大业务集团中唯一负增长板块。这一数据直接推动了出海战略的加速。
Financial Context: In H1 2023, Taotian Group reported revenue of 113.373 billion yuan, down 1% YoY, making it the only declining business among Alibaba's six divisions - directly accelerating the global expansion strategy.
商家顾虑：尽管模式创新，但20%的佣金比例引发部分商家担忧。有商家表示，扣除推广费用后，30%的平均利润再减去20%佣金，可能导致海外业务亏损。
Merchant Concerns: Despite innovation, the 20% commission rate raises concerns. Some merchants note that after marketing expenses, the 30% average profit minus 20% commission may result in overseas losses.
平台解释称，20%佣金包含全部退换货成本和海外市场资源投入。8月已率先在服饰品类试点的"全球包邮项目"将同步扩展至全品类。
The platform explains the 20% commission covers all return costs and overseas marketing investments. The "Global Free Shipping Program" piloted in apparel in August will now expand to all categories.
多渠道分销：参与商家可通过淘宝海外版、速卖通和Lazada等多平台触达全球消费者，实现"一次入驻，多平台销售"的便利模式。
Multi-Channel Distribution: Participating merchants can reach global consumers through Taobao Overseas, AliExpress and Lazada, enabling a convenient "one-time onboarding, multi-platform sales" model.
