2024年跨境电商产品创新能力白皮书

Core Insights - The 2024 Cross-Border E-Commerce Product Innovation Capability White Paper indicates that the cross-border e-commerce industry is transitioning from "extensive growth" to "refined operations," as traditional strategies of "product selection + minor innovation" can no longer meet the personalized demands of consumers [1][7] - The report highlights the challenges and opportunities faced by cross-border e-commerce sellers, emphasizing the need for product innovation and user insights throughout the product development process [1][7] Group 1: Development Stages of Cross-Border E-Commerce Sellers - The product capability of cross-border e-commerce sellers has evolved through four stages: 1. Wild Stage: Reliance on traffic dividends and low-cost procurement, focusing on discovering high-cost performance products, but these products are easily imitated [1][11] 2. Exploration Stage: Emphasis on product diversification and supply chain expansion, integrating resources from industrial belts, but facing complexities in supply chain management and homogenization issues [1][11] 3. Advancement Stage: Achieving differentiation through VOC analysis and competitor improvements, yet facing mismatched analytical systems and decision-making convergence due to information transparency [1][11] 4. High-Level Stage: User-oriented approach requiring overcoming three major difficulties: insight skills, language and cultural barriers, and effective user pool resources [1][11] Group 2: Current Challenges in Product Innovation - The industry faces low success rates in product innovation, with an average of 7 concepts leading to only 1 product launch, and less than 10% of launched products meeting performance targets [1][38] - Over 76% of sellers report that more than half of their new products do not meet expectations, primarily due to internal management failures such as lack of user insights, lack of product uniqueness, and resource dispersion [1][38] - More than half of the sellers are purely trade-oriented, with 56% having operated for 5-10 years, primarily targeting the U.S. market and using Amazon as the core platform [1][7] Group 3: Recommendations for Product Innovation - The white paper proposes a four-step method: define target groups, identify scenarios, find opportunities, and conduct validation, guiding sellers to innovate products based on segmented demographics and scenarios [1][7] - Emphasizing that user insights should permeate the entire product development process is crucial for achieving sustainable development and breaking through homogenization [1][7]