出海寻增量，东南亚凭什么成商家 “必争之地”？

Core Insights - Cross-border e-commerce has become a crucial growth avenue for Chinese merchants seeking new opportunities in the global market [2] - The Southeast Asian market is highlighted as a primary focus for Chinese merchants due to its rapid growth and cultural similarities with China [11][12] Group 1: Advantages of Chinese Merchants in Cross-Border E-Commerce - The first advantage is a highly digitalized supply chain that supports flexible production models, allowing for quick responses to diverse global consumer demands [6] - The second advantage is rich multi-format e-commerce marketing and operational capabilities, enabling Chinese merchants to leverage domestic experiences in international markets [7] - The third advantage is efficient logistics infrastructure, which significantly reduces international shipping costs and delivery times for Chinese merchants [8] - The fourth advantage is strong policy support that facilitates cross-border trade through measures like customs convenience and tax incentives [9] Group 2: Southeast Asia as a Preferred Market - Southeast Asia's geographical proximity to China reduces delivery times and logistics costs, making it an attractive market for cross-border e-commerce [12] - The region's cultural similarities with China, including festive shopping patterns, allow Chinese merchants to apply successful domestic promotional strategies [13] - The e-commerce market in Southeast Asia is experiencing rapid growth, projected to increase from $38 billion in 2019 to $159 billion by 2024, representing a growth rate of over 318% [13] Group 3: TikTok Shop as a Key Platform - TikTok Shop is identified as a preferred platform for cross-border e-commerce due to its content-driven model, which offers higher exposure, conversion rates, and average order values compared to traditional platforms [19] - The platform's user engagement is significant, with Southeast Asian users spending an average of over 35 hours per month on TikTok, providing a solid user base for merchants [19] - TikTok Shop's operational advantages allow Chinese merchants to replicate successful domestic strategies without incurring additional costs, facilitating rapid market entry [22] Group 4: Policy and Market Support - Regional trade agreements like RCEP enhance the business environment for Chinese merchants by reducing tariffs and improving customs efficiency [17] - The supportive policies in Southeast Asian countries, such as low or zero import tariffs, create a favorable landscape for cross-border e-commerce [18] - TikTok Shop's initiatives, such as expedited approval processes and flexible operational policies, further lower barriers for Chinese merchants entering the Southeast Asian market [25] Conclusion - Chinese merchants possess strong advantages in expanding into cross-border e-commerce, particularly in Southeast Asia, which is characterized by high growth potential and a young consumer base [27] - TikTok Shop serves as a powerful engine for growth, enabling merchants to capitalize on the burgeoning market and establish their brands effectively [27]