跨境电商黑五“大分流”

Core Insights - The performance of the Black Friday sales event has shown signs of fatigue, with merchants experiencing growth but not meeting expectations due to various industry challenges [1][4] - Consumer shopping enthusiasm remains high, with approximately 186.9 million people participating in shopping events, but price sensitivity has increased significantly [2][4] - The promotional landscape has shifted, with longer sales periods and a more fragmented approach to marketing and sales channels [8][9] Group 1: Market Trends - The Black Friday shopping period has extended significantly, with Amazon's event lasting 12 days and Temu offering a 51-day promotion [9][10] - Consumers are increasingly viewing promotional events as opportunities for comparison shopping rather than immediate purchasing, leading to a more prolonged engagement with sales [11][20] - The competition among platforms has intensified, with Temu and TikTok Shop emerging as significant challengers to Amazon, capturing market share through aggressive pricing and marketing strategies [12][14] Group 2: Merchant Challenges - Merchants are facing rising operational costs, including a 30% increase in advertising costs, which is not translating into proportional sales conversions [4][5] - There is a notable divide between large and small sellers, with larger sellers benefiting from better resources and marketing capabilities, while smaller sellers struggle to maintain profitability [5][7] - The industry is experiencing a "stronger get stronger" dynamic, where top sellers receive more platform support and visibility, exacerbating the challenges for smaller players [7][21] Group 3: Consumer Behavior - Consumers are increasingly seeking value and are more cautious about spending, with 70% actively looking for ways to save money [2][4] - The trend of consumers checking price histories to ensure they receive genuine discounts reflects a shift towards more informed purchasing decisions [4][20] - The younger demographic in emerging markets, such as Mexico, is driving significant sales growth during promotional events, contrasting with the more saturated U.S. market [15][16] Group 4: Strategic Shifts - Merchants are diversifying their sales channels, moving away from reliance on a single platform to leverage multiple marketplaces for better reach and sales [12][15] - The focus is shifting from price competition to value creation, with brands emphasizing quality, customer experience, and long-term relationships over short-term sales spikes [20][22] - The overall trend indicates a move towards a more sustainable business model, where healthy profit margins and brand equity are prioritized over sheer sales volume [21][22]