财报里的十大跨境巨头：出海增长的逻辑变了

Core Insights - The cross-border e-commerce landscape in 2024 is experiencing a stark contrast, with some companies achieving significant growth while others face substantial losses. Anker Innovation boasts a gross margin of 43.67% in North America, while Cross-Border Communication reported a loss of 470 million yuan [1][2][7] - Despite the Chinese cross-border e-commerce market reaching 17.66 trillion yuan in 2024, over 80% of companies are struggling to break even, reflecting a shift from "traffic dividends" to "brand competition" [1][5] Financial Performance - Anker Innovation generated 96% of its revenue from overseas, with a gross margin of 41.46% in the charging and storage category. Giant Star Technology achieved revenue of 9.387 billion yuan in the Americas, a year-on-year increase of 34.7%. Saiwei Era leveraged TikTok to generate 149 million yuan in revenue, marking a staggering growth rate of 10,454% [2][5] - Cross-Border Communication reported revenue of 5.719 billion yuan, a decline of 13.56%, while Lanting Jishi's revenue plummeted by 59.46% to 1.849 billion yuan [7][8] Market Trends - The 2024 cross-border e-commerce market in China grew by 4.8% compared to 2023, reaching 17.66 trillion yuan, while domestic e-commerce growth has slowed, with online retail sales increasing by only 7.2% [5][6] - Companies are increasingly diversifying their supply chains and sales markets to mitigate risks associated with over-reliance on single markets, particularly in light of rising tariffs and compliance challenges in North America [9][10] Strategic Shifts - Companies like Anker Innovation and Zhiou Technology are adapting their strategies to focus on emerging markets and diversifying their supply chains to reduce dependency on North America [9][10] - The trend of "offshore supply chain" is gaining traction, with companies like Zhiou Technology and Giant Star Technology establishing manufacturing capabilities in Southeast Asia to lower costs and enhance supply chain resilience [20][21] Competitive Landscape - The competition in Southeast Asia is intensifying, with companies facing regulatory challenges as the market matures. Cross-Border Communication noted that the region is transitioning towards compliance-driven development [22][23] - The shift from "individual efforts" to "collaborative strategies" is evident, with cross-border e-commerce companies increasingly partnering with local industry clusters to enhance their market presence [26][28] Brand Development - The focus is shifting from mere sales to brand establishment, with companies aiming to create emotional connections with consumers and differentiate their offerings in a crowded market [29][30] - Companies are investing heavily in localized marketing and logistics to improve delivery efficiency and customer satisfaction, as seen with Zhiou Technology's establishment of front warehouses in Europe [11][12]