2026开年，跨境大卖的出海“新主场”在哪儿

Core Insights - The cross-border e-commerce landscape is facing challenges, with over half of merchants experiencing stagnant revenue growth, and only 34% achieving positive growth [1] - The era of easy growth in cross-border e-commerce is coming to an end by 2025, as highlighted by industry leaders [1] - TikTok Shop is emerging as a new primary platform for top merchants, offering significant resources and support through its "TOP plan" [2][7] Group 1: Market Trends and Challenges - Many cross-border merchants are struggling to maintain growth due to tariff wars and tax compliance issues, which have consumed much of their focus [1] - The diversification strategies that worked in the past are no longer effective, as major markets have been largely explored [1] - The pressure is particularly felt by larger merchants, who are now focusing on deepening their market presence and diversifying their strategies [1] Group 2: TikTok Shop's Role - TikTok Shop is becoming a new main stage for top merchants, providing a platform that integrates engaging content with product sales [3][4] - The platform allows brands to create a strong presence through offline channels and innovative marketing strategies, enhancing brand visibility [3] - TikTok Shop's unique content-driven approach connects users with products in a more engaging manner compared to traditional e-commerce [4] Group 3: Marketing Strategies - Top brands are leveraging TikTok Shop to enhance their brand image and reach new audiences through collaborations with celebrities and influencers [5][6] - Successful marketing campaigns on TikTok Shop have resulted in significant sales increases, with some brands experiencing over 600% growth in specific products [6] - The platform's model encourages brands to focus on content quality and user engagement rather than solely on price competition [6][12] Group 4: Support for Merchants - TikTok Shop's "TOP plan" aims to provide substantial resources and incentives for high-performing merchants, including commission reductions and enhanced visibility [7][8] - The plan includes comprehensive support across various aspects of business growth, such as product promotion, content management, and logistics [8][9] - This initiative is seen as a critical support mechanism for merchants aiming for sustained growth in 2026 and beyond [9] Group 5: Evolving Business Models - The shift from low-cost, single-channel sales to a more integrated, multi-channel approach is becoming essential for success in the current market [10][11] - Brands are increasingly focusing on building a strong brand narrative and customer relationships through engaging content on TikTok Shop [12] - The evolution of business models reflects a broader trend towards brand differentiation and value creation in the cross-border e-commerce space [12]