跨境商家信心指数报告发布，跨境电商品类结构性分化显著

Core Insights - The LianLian Cross-Border Merchant Confidence Index for 2025 indicates that while cross-border sellers face cost and competitive pressures, they maintain investment and confidence in future operations [1][3] Group 1: Index Overview - The LianLian Cross-Border Merchant Confidence Index consists of a total index, a current index, and a future expectations index, with values above 100 indicating optimism, 100 indicating neutrality, and below 100 indicating pessimism [1] - In 2025, the total index remained stable between 105 and 119, while the current index fluctuated between 84 and 93, indicating a cautious attitude and operational pressure among sellers [3] - The future expectations index consistently ranged from 125 to 148, reflecting strong long-term confidence among sellers regarding future sales performance and industry recovery [3] Group 2: Market Trends - The divergence between the current index and the future expectations index reveals a key trend: despite facing challenges such as high costs and increased competition, sellers remain optimistic about future sales and industry recovery [3] - Different product categories exhibit significant structural differentiation due to product characteristics, target markets, policy sensitivity, and supply chain complexity, which has been amplified by macroeconomic uncertainties in 2025 [3] Group 3: Category-Specific Insights - The health and beauty and automotive sectors maintained confidence levels above the total index for most of the year, indicating strong resilience [4] - The health and beauty sector benefits from global consumer demand and premiumization trends, while the automotive sector relies on DIY demand and strong cost pass-through capabilities [4] - Categories such as consumer electronics, home and garden, and fashion exhibit notable fluctuations in confidence, closely tied to promotional events, tariff policies, and inventory cycles [4] - Sellers are advised to focus on structural opportunities, such as shifting towards resilient categories like health and beauty, and to strategically navigate the volatility in categories like consumer electronics and fashion [4]