出海活动｜本土电商平台助力下，品牌企业涌向这些海外成熟市场

Core Insights - The global trade market and China's export landscape are undergoing transformative structural changes, with a shift in focus for Chinese companies towards emerging markets due to uncertainties in U.S. tariff policies [1] - Japanese e-commerce platform Rakuten is becoming a key player in facilitating the entry of Chinese brands into mature markets like Japan and Europe, leveraging its extensive ecosystem and resources [3][7] Group 1: Market Dynamics - The U.S. remains the largest e-commerce market outside of China, projected to reach $1.2 trillion in 2024, but Chinese companies are redirecting their focus to other regions due to tariff uncertainties [1] - Emerging markets such as Southeast Asia and Latin America show rapid growth but have limited overall market size and lower consumer spending compared to developed economies [1] - Mature markets like Europe and Japan are increasingly becoming focal points for brand expansion, with Rakuten actively supporting Chinese brands in these regions [1][3] Group 2: Rakuten's Strategic Role - Rakuten's e-commerce market in Japan is the third largest globally, with a projected growth to $191.9 billion in 2024, reflecting an 8.4% year-on-year increase [3] - The company has successfully facilitated the entry of brands like Ulike into the Japanese market, utilizing a user-centric approach and diverse marketing strategies to achieve significant sales growth [3][5] - Rakuten is also expanding its operations in France, where e-commerce sales are expected to exceed €175.3 billion in 2024, with a focus on understanding consumer trends for successful market penetration [5] Group 3: Local E-commerce Platforms - Local e-commerce platforms are emerging as new growth avenues, capitalizing on China's supply chain advantages and the increasing demand in overseas markets [7] - Rakuten is offering various incentives for new brands entering its platform, emphasizing the importance of providing a pleasant shopping experience and adapting to local market demands [7][9] - The company is enhancing its logistics capabilities to meet the high demand for timely delivery in Japan and is also planning to expand into the Spanish market with special offers for new sellers [9][11] Group 4: Global E-commerce Landscape - The global e-commerce landscape is shifting from a single-market focus to a multi-polar strategy, with platforms like Rakuten providing diverse market solutions for Chinese brands [11] - Successful cross-border expansion requires brands to balance supply chain resilience, localized innovation, and compliance management while building long-term global brand assets [11]