中国电商出海四小龙：Shein、Temu、AliExpress和TikTok Shop的全球扩张战略
中国电商出海四小龙：Shein、Temu、AliExpress和TikTok Shop的全球扩张战略
China's E-commerce "Four Little Dragons": The Global Expansion Strategies of Shein, Temu, AliExpress and TikTok Shop
全球电商格局正在被中国平台重塑，以Shein、Temu、AliExpress和TikTok Shop为代表的"出海四小龙"正在通过创新的商业模式改变全球消费者的购物习惯。
The global e-commerce landscape is being reshaped by Chinese platforms, with the "Four Little Dragons" - Shein, Temu, AliExpress and TikTok Shop - changing global shopping habits through innovative business models.
根据《华尔街日报》报道，Shein和Temu已成为美国市场增长最快的两大购物平台。彭博数据显示，Temu在2023年5月首次超越Shein，销售额超出约20%，且优势持续扩大。
According to the Wall Street Journal, Shein and Temu have become the two fastest-growing shopping platforms in the US market. Bloomberg data shows that Temu surpassed Shein for the first time in May 2023, with sales about 20% higher, and this advantage continues to grow.
平台差异化竞争策略
Differentiated Competitive Strategies
浙江大学专家盘和林分析：
• Shein：采用"小单快返"模式，打造柔性供应链
• Temu：主打低价多样，通过拼团模式扩大流量
Pan Helin from Zhejiang University analyzed:
• Shein: Uses "small order quick return" model to build flexible supply chain
• Temu: Focuses on low prices and variety, expands traffic through group buying
中国制造出海新机遇
New Opportunities for Made-in-China
Temu的全托管模式为商家提供一站式出海服务，包括物流、法务等支持。AliExpress近期推出"全球5日达"服务，首批覆盖欧洲多国，并被西班牙ADSLZone评为"最佳电商平台"。
Temu's fully hosted model provides merchants with one-stop cross-border services, including logistics and legal support. AliExpress recently launched "Global 5-Day Delivery", initially covering multiple European countries, and was rated as the "Best E-commerce Platform" by Spain's ADSLZone.
跨境电商专家李鸣涛指出："中国平台为出海企业提供了全新的商业基础设施，助力中国制造形成全球竞争力。"据WTO预测，2026年前全球B2C跨境电商将保持27%的年增速。
Cross-border e-commerce expert Li Mingtao pointed out: "Chinese platforms provide new commercial infrastructure for going global, helping 'Made in China' build global competitiveness." According to WTO forecasts, global B2C cross-border e-commerce will maintain 27% annual growth before 2026.
面临的挑战与未来
Challenges and Future
尽管面临本地化和监管等挑战，但中国跨境电商正通过持续创新解决这些问题。徐兵表示："跨境电商已成为国际贸易发展的重要趋势和最具潜力的新业态。"
Despite challenges like localization and regulation, Chinese cross-border e-commerce is solving these problems through continuous innovation. Xu Bing said: "Cross-border e-commerce has become an important trend in international trade development and the most promising new format."
