2025马来西亚电商东南亚跨境新攻略：解锁增长密码

Core Insights - Malaysian e-commerce companies are actively seeking cross-border expansion opportunities in Southeast Asia, aiming for smooth entry and rapid growth by 2025 [1][6] - The guide emphasizes the importance of optimizing logistics and supply chains as a core aspect of cross-border expansion [1] Logistics and Supply Chain - Three supply chain models are available for companies: 1. "Production + Manufacturing + Warehousing and Distribution" suitable for established brands 2. "Bulk Shipping + Warehousing and Distribution" which shortens delivery times but requires inventory risk management 3. "Direct to Consumer" model preferred for testing new markets to lower initial costs [1][7][8] - Commercial logistics is favored for its cost-effectiveness, while courier and postal services are used for high-value or urgent orders and small, low-value items [1] Consumer Insights - Southeast Asian consumers show a high acceptance of regional brands, with many willing to purchase products from neighboring countries [1] - Popular cross-border shopping categories include fashion accessories, food and beverages, and health and beauty products [1] - Consumer preferences vary by country, with Malaysia favoring Korean and Japanese styles, Singapore preferring mass brands, and Vietnam valuing Southeast Asian cultural brands [1] Marketing and Outreach - E-commerce platforms remain the primary channel, but businesses are diversifying their outreach through social media and brand websites to reduce platform dependency and enhance user interaction [2] - Localized operations are crucial, as consumer preferences for social media and customer acquisition channels differ across countries [2] Operational Considerations - Key operational details include aligning tariffs, delivery times, and payment methods with local realities [2] - Variations in "low-value tariff exemption thresholds" across countries allow businesses to optimize costs by adjusting product pricing [2] - Delivery times should be communicated to manage consumer expectations and reduce complaints [2] - Payment methods must align with local habits, such as electronic payments in Singapore and cash on delivery in Vietnam and Indonesia [2]