2025年自主品牌产品出口增长12.9% 跨境电商格局分化 品牌出海趋势初显｜中国跨境电商品牌影响力百强榜（2025年第四季度）

Group 1 - In 2025, China's foreign trade achieved a record high of 45.47 trillion yuan, marking a growth of 3.8% and maintaining its position as the world's largest goods trader for the ninth consecutive year [2][3] - The year 2025 posed significant challenges for Chinese foreign trade enterprises, including "reciprocal tariffs," geopolitical uncertainties, and increased supply chain "de-globalization" and regionalization [1][3] Group 2 - China's exports in 2025 showed remarkable performance, with high-tech product exports reaching 5.25 trillion yuan, a growth of 13.2%. Exports of specialized equipment, high-end machine tools, and industrial robots increased by 20.6%, 21.5%, and 48.7% respectively [3] - In the green energy sector, exports of lithium batteries and wind turbine generators grew by 26.2% and 48.7%, respectively, while electric motorcycles and bicycles saw an 18.1% increase, and electric locomotives grew by 27.1% [3] - The export of self-owned brand products increased by 12.9%, with their share of total exports rising by 1.4 percentage points. Cross-border e-commerce imports and exports reached 2.75 trillion yuan, a 69.7% increase compared to 2020 [3] Group 3 - The cross-border e-commerce industry is experiencing a divide, with Amazon's new seller count dropping to 165,000 in 2025, a significant decline of 44%, the lowest since 2015 [4] - Emerging e-commerce platforms are capturing global market share, with Temu achieving a 24% market share in cross-border e-commerce sales, equaling Amazon, while SHEIN and AliExpress hold 9% and 8% respectively [4] - Traditional sellers in the cross-border e-commerce sector face challenges due to tax compliance, the cancellation of overseas small tax exemption policies, and increasing intellectual property risks, while brands focusing on self-owned strategies show strong resilience [4]