出海迈入“深水区”，中国企业如何寻找下一条增长航道？

Core Insights - The cross-border e-commerce landscape is experiencing a dual sentiment, with challenges arising from changing trade policies and a shift in market dynamics, yet showing growth in exports to emerging markets like Southeast Asia and Latin America [2][3] Group 1: Market Dynamics - China's total export value increased by 6.2% year-on-year in the first 11 months of 2025, indicating sustained global demand for "Made in China" products, albeit in a more diversified manner [2] - As exports to the US and Europe slow, growth in Southeast Asia, Latin America, and the Middle East is becoming a new driving force for the overall market [2] Group 2: Southeast Asia Market Potential - Southeast Asia, with over 650 million people and a youthful demographic, is witnessing a digital economy growth rate of approximately 15% annually, expected to exceed $300 billion by 2025 [3] - The market is characterized by rapid penetration and evolving consumer habits, necessitating a shift from traditional sales methods to a focus on comprehensive supply chain capabilities and local market understanding [3][4] Group 3: Localization Strategies - Localization has become a critical consensus in the cross-border e-commerce sector, extending beyond mere language translation to encompass logistics, content, operations, and service [4][6] - Efficient logistics and fulfillment are paramount, with sellers who can stock goods in local warehouses experiencing significant sales growth, as seen with brands like "Goodbaby" and "CIVAGO" [6][7] Group 4: Content and Marketing Localization - Successful localization requires adapting marketing strategies to local consumer preferences, as demonstrated by the beauty brand FLORTTE, which tailored its product offerings and marketing approaches for different Southeast Asian markets [8][9] - The essence of content localization lies in communicating with consumers using local language and aesthetics, enhancing brand connection and trust [9] Group 5: E-commerce Platform Role - E-commerce platforms like Shopee are evolving to provide comprehensive localized solutions, integrating logistics, payment, and marketing capabilities to enhance seller experiences [9][10] - The "lightweight" approach to market entry is becoming a preferred strategy for many sellers, allowing them to test waters with minimal investment while leveraging platform resources [10][11] Group 6: Future Trends - The focus on specific market opportunities is intensifying, with categories like baby products, beauty, and home goods in Southeast Asia showing structural benefits, while Latin America and the Middle East present unique consumer demands [11] - The transition from a traffic-driven business model to long-term brand building is evident, with sellers needing to navigate deeper into localization to succeed in the evolving landscape [12]