跨境电商打响“新战事”

Core Insights - The cross-border e-commerce industry has faced significant challenges over the past year, characterized by changing tariff policies, increased overseas regulations, and the rapid integration of generative AI, leading to a reevaluation of sustainable business models [2] - The industry is transitioning from a focus on efficiency to compliance, localization, and branding, marking a shift in competitive dynamics [2] Group 1: Strategic Shifts - AliExpress, one of the "Four Little Dragons" of Chinese cross-border e-commerce, has prioritized "brand going global" as its key strategy, launching a large-scale recruitment campaign for brand merchants [2][4] - TEMU has also emphasized the importance of brand expansion, with plans to focus on high-quality, branded products from the Chinese supply chain [5] - The major platforms are collectively adjusting their strategies, moving from a "full management myth" to a "semi-management return," indicating a shift from price wars to value competition [2] Group 2: Operational Changes - The cancellation of small parcel tax exemptions in various countries has significantly impacted cross-border e-commerce platforms, which previously relied on direct mail small packages for rapid expansion [6][8] - Platforms are diversifying their operational strategies, including adopting semi-management models and increasing the use of overseas warehouses to enhance risk resilience [6][8] - AliExpress has launched a semi-management model and is expanding its overseas management services, which are crucial for localized operations [8][9] Group 3: Market Dynamics - The competitive landscape is evolving, with platforms like AliExpress and TEMU actively recruiting local merchants in key markets, intensifying competition against giants like Amazon [10][11] - Analysts suggest that localization is essential for e-commerce platforms aiming to become leading players in local markets [11] - Despite regulatory challenges, major cross-border e-commerce platforms are expected to show growth resilience, with projections indicating a 12% year-on-year increase in GMV for Chinese outbound e-commerce by 2025 [12] Group 4: Future Outlook - The industry is transitioning from a "selling goods era" to a "branding era," focusing on profitability and high-value strategies rather than just low-cost exports [15][16] - The year 2025 is anticipated to be pivotal for the long-term landscape of cross-border e-commerce, as companies adapt to a more complex market environment [16]