2024跨境电商新机遇：如何在乐天平台实现全球扩张
跨境电商正迎来黄金发展期。根据最新数据，中国跨境电商进出口规模五年内激增近10倍，年增长率超过30%。2023年，我国跨境电商进出口额达2.38万亿美元，同比增长15.6%。深圳市跨境电子商务协会执行会长王馨指出，跨境电商已从外贸新业态转变为新常态。
The golden era of cross-border e-commerce is coming. According to the latest data, China's cross-border e-commerce import and export scale has surged nearly 10 times in five years, with an annual growth rate of over 30%. In 2023, China's cross-border e-commerce import and export volume reached $2.38 trillion, a year-on-year increase of 15.6%. Wang Xin, Executive President of Shenzhen Cross-border E-commerce Association, pointed out that cross-border e-commerce has transformed from a new foreign trade format to a new normal.
一、乐天平台：全球化电商解决方案
1. Rakuten Platform: Global E-commerce Solution
在2024年4月12日举办的"2024乐天全球电商品牌峰会"上，日本乐天和法国乐天两大平台齐聚深圳，为品牌卖家提供全方位的出海服务指导。雨果跨境VP Maggie表示："多渠道乃至全渠道营销已成为出海企业的必然选择。"
At the "2024 Rakuten Global E-commerce Brand Summit" held on April 12, 2024, Rakuten Japan and Rakuten France gathered in Shenzhen to provide comprehensive overseas expansion guidance for brand sellers. Maggie, VP of Hugo Cross-border, said: "Multi-channel or even omni-channel marketing has become an inevitable choice for overseas enterprises."
二、日本市场：30-60岁高收入群体为主
2. Japanese Market: Focus on 30-60 High-income Groups
日本乐天深圳分公司总经理周洋分享道，日本电商化率自2020年以来加速增长。平台数据显示：
- 核心用户：30-60岁高收入群体
- 性别比例：女性用户占比高于男性
- 2024年潜力品类：户外产品、健身器材、电子产品
Zhou Yang, General Manager of Rakuten Japan Shenzhen Branch, shared that Japan's e-commerce rate has accelerated since 2020. Platform data shows:
- Core users: 30-60 high-income groups
- Gender ratio: Female users outnumber males
- 2024 potential categories: Outdoor products, fitness equipment, electronic products
三、法国市场：欧洲最具活力电商市场
3. French Market: Europe's Most Dynamic E-commerce Market
法国乐天CEO Fabien Versavau透露，2023年法国电商消费达1600亿欧元，同比增长10.5%。关键数据：
- 32%法国人每周网购
- 80.3%已习惯电商购物
- 52%偏好一站式购物体验
Fabien Versavau, CEO of Rakuten France, revealed that French e-commerce consumption reached €160 billion in 2023, up 10.5% year-on-year. Key data:
- 32% of French people shop online weekly
- 80.3% are accustomed to e-commerce shopping
- 52% prefer one-stop shopping experience
四、成功卖家经验分享
4. Successful Seller Experience Sharing
卧安科技日本市场运营负责人林仕慧表示："乐天平台强大的集客力和丰富的资源服务，帮助我们的产品在类目中脱颖而出。"该公司2023年荣获"最具潜力品牌奖"。
Lin Shihui, Japan Market Operation Manager of Woan Technology, said: "Rakuten's strong customer attraction and rich resource services help our products stand out in the category." The company won the "Most Potential Brand Award" in 2023.
深圳凌旋玛科技欧洲销售总监Irene强调："完善的售前售后服务、稳定的物流方式和紧跟官方活动是店铺成功的关键因素。"
Irene, European Sales Director of Shenzhen Lingxuanma Technology, emphasized: "Perfect pre-sales and after-sales service, stable logistics methods and following official activities are key factors for store success."
五、物流与风险管理建议
5. Logistics and Risk Management Suggestions
法国乐天物流网络招商经理蔡逸平介绍，平台提供包括存储、包装、运输订单等全方位物流服务，且适用于其他电商平台订单。
Cai Yiping, Investment Manager of Rakuten France Logistics Network, introduced that the platform provides comprehensive logistics services including storage, packaging, and transportation orders, which are also applicable to orders from other e-commerce platforms.
东京海上日动保险占莉提醒中国卖家注意四大风险：产品火灾、缺陷导致的交通事故、零件缺陷引发的财产损失以及食品集体中毒。
Zhan Li from Tokio Marine & Nichido Fire Insurance reminded Chinese sellers to pay attention to four major risks: product fires, traffic accidents caused by defects, property damage caused by defective parts, and collective food poisoning.
