货代行业价格战加剧：中小货代如何在低价内卷中突围？
跨境电商物流行业正经历前所未有的价格内卷，曾经发生在跨境卖家身上的激烈竞争，如今已蔓延至货代行业。2020年疫情爆发后，货代行业一度迎来"黄金时代"，但随着2021年运价持续上涨和2022年市场环境变化，中小货代正面临生存危机。
The cross-border e-commerce logistics industry is experiencing unprecedented price competition. The fierce competition that once occurred among cross-border sellers has now spread to the freight forwarding industry. After the outbreak of the pandemic in 2020, the freight forwarding industry experienced a "golden age". However, with continuously rising freight rates in 2021 and changing market conditions in 2022, small and medium-sized freight forwarders are facing survival crises.
价格战白热化：货代行业的生存困境
Price War Intensifies: Survival Challenges in Freight Forwarding
多位货代从业者表示，2022年业务量明显下滑，不得不通过低价策略维持运营。一位货代坦言："我们现在的价格几乎没有利润空间，基本是在亏本经营。"海运领域同样如此，部分同行每公斤运费比市场价低1-2元，迫使其他企业跟进降价。
Many freight forwarding practitioners report significantly reduced business volume in 2022, forcing them to adopt low-price strategies to maintain operations. One freight forwarder admitted: "Our current prices leave almost no profit margin, we're basically operating at a loss." The same situation exists in ocean shipping, where some competitors offer rates 1-2 yuan per kilogram below market price, forcing others to follow suit.
内卷背后的深层原因
Root Causes Behind the Competition
业内人士分析，货代内卷主要源于三个因素：
- 跨境电商卖家自身的内卷传导至物流环节
- 行业准入门槛低，缺乏统一标准
- 获客渠道单一，产品同质化严重
Industry experts identify three main causes for this intense competition:
- Competition among cross-border e-commerce sellers spreading to logistics
- Low industry entry barriers and lack of unified standards
- Single customer acquisition channels and serious product homogenization
破局之道：从价格战到价值战
Breaking the Deadlock: From Price War to Value Competition
跨境好运品牌公关负责人陈柏霖建议："打造自有产品，提升服务质量和履约能力才是根本出路。"宝通达总经理助理罗剑也指出，长期低价策略不可持续，"市场规律证明：便宜没好货"。
Cross-border logistics platform CrossBorderGood's PR director Chen Bolin suggests: "Developing proprietary products and improving service quality and fulfillment capabilities are the fundamental solutions." Luo Jian, assistant to the general manager of Baotongda, also points out that long-term low-price strategies are unsustainable, "market rules prove that you get what you pay for."
专家认为，货代企业应着重在以下方面提升竞争力：
- 优化物流渠道建设
- 加强内部管理效率
- 提供差异化增值服务
- 建立品牌信誉
Experts recommend freight forwarders focus on improving competitiveness in these areas:
- Optimizing logistics channel construction
- Enhancing internal management efficiency
- Providing differentiated value-added services
- Building brand reputation
随着跨境电商持续发展，物流行业终将回归理性竞争。对于货代企业而言，短期价格战或许能获取订单，但长期发展仍需依靠核心竞争力的构建。正如业内人士所言："当潮水退去，才会知道谁在裸泳。"
As cross-border e-commerce continues to develop, the logistics industry will eventually return to rational competition. For freight forwarding companies, short-term price wars may win orders, but long-term development still depends on building core competitiveness. As industry insiders say: "Only when the tide goes out do you discover who's been swimming naked."