2025年，中美贸易战的起伏、全球财税监管的趋严、AI技术的深度渗透，共同重塑着跨境电商行业格局。作为"一带一路TOP10影响力社会智库"、"中国跨 境电商50人论坛"副秘书长、"丝路电商产教融合国际共同体"创始单位，网经社立足行业前沿，以数据为核心、以服务为支撑，在跨境电商领域开展了全方 位、多层次的研究与赋能工作，用专业力量陪伴行业穿越周期、稳健前行。 作为深耕数字经济18年的专业机构，网经社在2025年不仅记录了跨境电商行业的每一处脉动，更以"媒体+智库"的双重身份深度参与了行业生态的构建与治 理。对此，网经社及旗下跨境电商台对这一年在跨境电商所做的努力和成就进行了全面回顾。 3.数据库 建设有跨境电商数据库,拥有行业、园 区、投融资、月活、评级、违规、上市 公司财报等数据。 1.原创报道 累计发布30000+原创跨境电商资讯, 并独家策划了多起大型报道。 a c 3. 系列报告 跨境电商圆桌会 第六届全球跨境电子商务峰会 題因之以強出發端與公現 01 合发展及出口 2020世界跨境电子商务大会 美的"管理层内训跨境电商 中国服务贸易协会2025跨博会推介会 服务客户 XINGYUN|行g CP@I I ...

以下文章来源于深响 ，作者深响 深响 . 挖掘增长密码，探解生意本质。 透过超级碗天价广告，作者看到了值得品牌们关注的6大谋算： 来 源丨 深响 （ID：deep-echo） 作者丨 何理 锁定更多预算： 图源丨Midjourney 当世界越来越碎片化，那些能汇聚所有人目光的"全民级大事件"就越发珍贵。 2月9日，第60届美国职业橄榄球大联盟"超级碗"总决赛如约而至。每年有超过1亿观众收看的"美国 春晚"再次验证了全民级注意力的稀缺价值——今年独家转播并售卖广告的NBC环球广告与合作伙伴 关系部主席马克·马绍尔（Mark Marshall）此前透露， 2026年超级碗30秒广告价格已达到史无前例 的1000万美元。 超级碗+冬奥会+NBA，打造"传奇二月" 而天价广告背后，一方面是平台NBC环球精心设计的炼金术——"传奇二月"的捆绑打法、高需求面前 保持克制不加库存的稀缺溢价、流媒体Peacock和西语频道Telemundo配合扩圈，每一招都在击破广 告主最重视的要害问题；另一方面是品牌们的微妙博弈——超级碗早已不是广告露出，而是天价入场 费打造的认知高地、品牌进行全网流量套利的起点、对冲数字广告局限性的群体 ...

Core Insights - The 60th Super Bowl, held on February 9, 2026, is expected to have a record-breaking 30-second advertisement price of $10 million, highlighting the scarcity of attention in a fragmented media landscape [1][24] - NBCUniversal's strategic approach includes bundling major events like the Super Bowl, Winter Olympics, and NBA All-Star Weekend into a "Legendary February" to secure advertising budgets and alleviate concerns about fleeting viewership [2][25] - The integration of AI-driven tools like LIVE Total Impact allows for retargeting audiences across multiple events, enhancing brand exposure and engagement [4][27][28] Advertising Strategy - NBCUniversal maintains a limited inventory of ad slots, creating a luxury-like scarcity that drives up prices, with the starting price for Super Bowl ads rising from $7 million to over $10 million due to high demand [8][30] - The bundling of high-profile events provides brands with a "1+N" model for audience reach, combining high-impact exposure with sustained engagement [4][27] - The use of platforms like Peacock and Telemundo allows for targeted advertising, reaching diverse demographics and maximizing brand visibility [11][32][35] Brand Perspective - Brands view the high cost of Super Bowl ads as a means to secure a prestigious position in the market, serving as a powerful endorsement to consumers and investors [16][38] - Successful brands leverage the Super Bowl as a launchpad for broader marketing strategies, aiming to convert initial exposure into long-term engagement and sales [20][44] - The collective viewing experience of the Super Bowl fosters a unique form of trust and social validation that digital ads cannot replicate, enhancing brand credibility [23][47][48]

Core Insights - The 2026 Super Bowl showcased a fierce advertising battle among AI giants, leading to its nickname as the "AI Bowl" due to the overwhelming presence of AI-related ads [3][4][5] - The Super Bowl remains a significant commercial event, with over 110 billion USD in broadcasting rights and an expected viewership of over 130 million, making it one of the highest-value sports events globally [3][4] - This year's Super Bowl saw a notable increase in AI company advertisements, with 15 out of 66 ad slots occupied by AI firms, indicating a trend reminiscent of the 2022 cryptocurrency advertising surge [6][9] Advertising Dynamics - The average cost for a 30-second ad during the Super Bowl reached 8 million USD, with some slots exceeding 10 million USD, reflecting the high stakes of advertising on this platform [4][6] - Major tech companies like Google, Microsoft, Amazon, and Meta invested heavily in advertising, with some firms reportedly spending tens of millions to capture the attention of American viewers [4][5][6] - The saturation of AI ads has raised concerns among industry analysts, drawing parallels to the dot-com bubble and the subsequent fallout in the cryptocurrency sector [5][6] Company Strategies - Anthropic and OpenAI are in direct competition, with Anthropic positioning itself as a no-advertising alternative to OpenAI's ad-supported model, which has sparked a public feud between the two companies [10][11][12] - OpenAI's CEO has criticized Anthropic's advertising strategy as hypocritical, while also facing pressure to monetize its user base through ads [10][12][14] - Despite having fewer active users, Anthropic is projected to achieve significant revenue growth, indicating a shift in the competitive landscape of AI companies [10][11][12] International Presence - Chinese companies like Temu and追觅 are making their mark in the Super Bowl advertising space, with Temu's aggressive marketing strategy leading to a substantial increase in U.S. user engagement [20][21][22] -追觅's advertisements aimed to showcase its transition from a home appliance manufacturer to a tech ecosystem player, highlighting its ambitious plans for future product launches [25][26][27] - The involvement of these Chinese firms in high-profile advertising events like the Super Bowl signals a strategic move to gain visibility and market share in the U.S. [22][26]

Core Insights - The 2026 Super Bowl not only showcased the Seattle Seahawks' victory but also highlighted a fierce advertising battle among AI giants, leading many to refer to it as the "AI Bowl" [2][31] - The Super Bowl has become a significant commercial event in the U.S., with viewership expected to exceed 130 million, making it a prime platform for advertisers [2][31] - The event's advertising revenue is substantial, with broadcasting rights exceeding $10 billion annually and new contracts totaling over $110 billion for 11 years [2][31] Advertising Landscape - The advertising value of the Super Bowl is highly concentrated in the U.S. market, attracting only the most financially robust companies willing to spend millions [4][33] - In 2026, AI companies dominated the advertising space, with 15 out of 66 ad slots (approximately 23%) occupied by AI-related ads, reminiscent of the cryptocurrency surge in 2022 [6][35] - The average cost for a 30-second ad during the Super Bowl reached $8 million, with some slots exceeding $10 million [4][35] AI Advertising Trends - The saturation of AI ads led to viewer complaints, with some expressing frustration over the overwhelming presence of AI-related advertisements [4][6] - Notable AI companies, including Google, Microsoft, Amazon, and Meta, invested heavily in advertising, with Anthropic's Claude reportedly spending over $16 million on ads alone [6][35] - The advertising strategy of AI companies has raised concerns among industry analysts, drawing parallels to the dot-com bubble and the subsequent collapse of companies that heavily advertised during that period [6][35] Competitive Dynamics - Anthropic's aggressive advertising campaign targeted OpenAI, using ads that criticized the commercialization of AI, while positioning Claude as an ad-free alternative [7][40] - OpenAI's CEO responded to Anthropic's ads, defending the company's advertising strategy and emphasizing transparency in ad placements [13][42] - The rivalry between Anthropic and OpenAI is intensified by their differing business models, with Anthropic focusing on enterprise contracts and subscriptions, while OpenAI relies on a larger user base and advertising revenue [12][41] International Presence - Chinese companies are increasingly participating in the Super Bowl advertising landscape, with Temu and the smart home company Dreame making significant investments [52][54] - Temu's advertising strategy has proven effective, significantly increasing its user base in the U.S. market, while Dreame aims to showcase its transition from a home appliance manufacturer to a tech ecosystem company [52][54] - Dreame's ambitious plans include launching a luxury electric vehicle by 2027, reflecting its broader strategy to capture attention in the U.S. market [57][55]

Industry Overview - China's foreign exchange reserves reached $3.4 trillion, with a 1.23% increase month-on-month as of January 2026, while gold reserves rose to 74.19 million ounces [1] - The depreciation of the US dollar is driven by geopolitical risks and market expectations regarding US monetary policy, leading to a sell-off [1] - The global asset prices have increased due to fluctuations in US Treasury yields and expectations surrounding potential Federal Reserve leadership changes [1] Trade and Services - China's service trade import and export total reached 8.08 trillion yuan in 2025, marking a 7.4% year-on-year growth, with knowledge-intensive services showing strong performance [2] - The Ministry of Commerce plans to organize over 100 import promotion activities in 2026 to balance trade development, emphasizing a dual approach of "policy + activities" [2] - Investment from countries like South Korea, Canada, and Finland into China maintained double-digit growth, reflecting multinational companies' confidence in the Chinese market [2] Company Dynamics - Amazon reported Q4 revenue of $213.39 billion, a 14% year-on-year increase, with net profit at $21.19 billion, up 6% [3] - Amazon's North American retail revenue for Q4 was $127.1 billion, a 10% increase, while international revenue reached $50.7 billion, a 17% increase [3] - Amazon's AI assistant Rufus has over 300 million users, contributing nearly $12 billion in additional annual sales [3] Logistics and Delivery - Amazon aims to achieve same-day or next-day delivery for over 13 billion items globally by 2025, with significant increases in delivery speed noted in the US and Europe [4] Technology and Innovation - The International Olympic Committee announced the creation of the first official Olympic model based on Alibaba's Qianwen, highlighting the transformative impact of AI technology on the 2026 Milan Winter Olympics [5] - Alibaba Cloud ranked first in comprehensive competitiveness growth index globally, planning to establish new data centers in multiple countries by 2026 [7] Strategic Partnerships - Hesai Technology announced a strategic partnership with Grab, making Grab the exclusive distributor of Hesai's lidar products in Southeast Asia [8] Automotive Industry - GAC Group set an overseas sales target of 250,000 units for 2026, aiming to reach 300,000 units, with significant growth in both domestic and overseas sales reported [9] Retail Expansion - Pop Mart established its European headquarters in London, planning to open seven new stores in the UK and expand to 20 stores across Europe [10] - Anta will open its first flagship store in the US on February 13, marking a shift from wholesale to direct retail in the North American market [11] - JD.com will launch its European online retail platform Joybuy in March, with successful trial runs achieving same-day and next-day delivery in several UK cities [12] Logistics Optimization - Temu signed a memorandum of understanding with Hungary Post to enhance local logistics, indicating a shift towards improved service experience in the European market [13] IPO News - Ugreen Technology submitted an application for listing on the Hong Kong Stock Exchange, with Huatai International as the sole sponsor [14]

Core Insights - Alibaba Cloud ranks first globally in the cloud service competitiveness growth index, maintaining its position as a leader for three consecutive years and being the only Chinese cloud provider in the leader quadrant [3] - Temu partners with Hungarian Post to enhance logistics for e-commerce businesses in Hungary, aiming to improve delivery efficiency for local consumers [4] - Pop Mart establishes its European headquarters in London, planning to open seven stores in the UK and create over 150 jobs [5] - Hesai Technology collaborates with Grab in Southeast Asia to distribute its LiDAR products, enhancing market supply capabilities [5] - Zhijidongli secures $200 million in Series B funding, focusing on R&D and global market expansion [9] - The global AI computing power construction is accelerating, with transformer factory orders in China extending to 2027 due to high demand [11] Alibaba Cloud - Alibaba Cloud is the only Chinese cloud vendor in the leader quadrant of the cloud service competitiveness growth index, serving over 300,000 Chinese enterprises going global [3] - Plans to establish new data centers in multiple countries including Japan, South Korea, and Brazil by 2026 to support Chinese enterprises' overseas development [3] - Collaborates with Transsion to implement advanced imaging technologies in Southeast Asia and Africa, significantly reducing processing time and costs [3] Temu and Logistics - Temu's partnership with Hungarian Post aims to improve logistics for local e-commerce sellers, allowing for streamlined package delivery and return management [4] - The collaboration will leverage Hungary's extensive postal network to enhance delivery services, especially in remote areas [4] Pop Mart - Pop Mart announces London as its European headquarters, with plans to open seven stores across the UK [5] - The move is expected to create over 150 jobs and solidify the brand's presence in the European market [5] Hesai Technology and Grab - Hesai Technology partners with Grab to become the exclusive distributor of its LiDAR products in Southeast Asia, enhancing market access [5] - This collaboration aims to meet the growing demand for high-quality LiDAR sensors across various industries [5] Zhijidongli - Zhijidongli completes a $200 million Series B financing round, with investments aimed at R&D and global market expansion [9] - The company focuses on human-robot interaction and plans to establish a localized ecosystem for technology integration in overseas markets [9] Global AI Computing Power - The demand for AI computing power is driving the global construction of computing infrastructure, with transformer orders in China extending to 2027 [11] - The U.S. market is experiencing longer delivery cycles for transformers, indicating a significant increase in demand for power supply solutions [11]

Key Insights - Temu and SHEIN have suspended their cross-border operations in Turkey, shifting towards localized operations due to regulatory changes [5] - Hungarian Post has signed a memorandum of understanding with Temu to enhance cross-border logistics cooperation [6] - TSMC's 2nm production capacity has been fully booked by major tech companies, indicating strong demand for advanced semiconductor technology [7] - Hesai Technology has partnered with Grab to accelerate the deployment of LiDAR technology in Southeast Asia [8] - Anta is set to open its first store in the United States, marking a significant step in its global expansion strategy [10][13] - Baiotai has signed a licensing agreement for its BAT3306 injection in the Middle East and North Africa, with a potential transaction value of up to $7 million [15] - Alibaba Cloud has been recognized as the global leader in cloud service adoption for Chinese enterprises going abroad [16][18] - OpenAI's first AI headset, Dime, has been revealed, although its initial capabilities may be scaled back due to supply chain challenges [20][22] - Tesla plans to increase investments in AI hardware and energy sectors in China, with a projected capital expenditure exceeding $20 billion by 2026 [24]

Group 1: Events and Forums - The "Dubai Business Forum - China" will take place in Shenzhen on May 14, 2026, focusing on economic collaboration and investment opportunities between China and Dubai [2] - A closed-door sharing session on Japanese robot market entry will be held in Shenzhen on March 12, organized by JETRO and 36Kr [3] Group 2: Company Developments - Alibaba Cloud ranks first globally in the comprehensive competitiveness growth index, serving over 300,000 Chinese enterprises going abroad [4] - Temu has signed a memorandum of understanding with Hungary Post to enhance logistics for Hungarian e-commerce businesses [5] - TikTok Shop Southeast Asia has released guidelines for the use of AI-generated content, emphasizing transparency and authenticity [6] - Pop Mart has chosen London as its European headquarters, planning to open seven stores in the UK [7] - Hesai Technology has partnered with Grab for exclusive distribution of its LiDAR products in Southeast Asia [7] - Baidu's autonomous driving platform, Loobot, served as the only fully autonomous vehicle fleet at the World Government Summit in Dubai [7] - Caocao Travel has launched its ride-hailing service in approximately 16,000 cities across 42 countries [8] - IM Motors plans to achieve full coverage in the Middle East market within the year [8] - Anta will open its first flagship store in the U.S. on February 13, 2023 [8] - Baotai has signed a licensing agreement with Avalon Pharma for the commercialization of BAT3306 in the Middle East and North Africa [9] Group 3: Investment and Financing - Zhijidong completed a $200 million Series B financing round, with investments from UAE-based Stone Venture and others [10] - WoFei ChangKong raised nearly 1 billion yuan to accelerate its commercial delivery of eVTOL aircraft [10] - Weidu Technology initiated a $100 million Series C financing round to expand its electric heavy truck deliveries in global markets [10] - Lanjing Technology secured several million yuan in A+ round financing to enhance its overseas market expansion [11] Group 4: Market Trends and Policies - The global AI computing power construction is accelerating, with transformer factory orders in China extending to 2027 [12] - China's service trade is projected to reach 80,823.1 billion yuan by 2025, with a year-on-year growth of 7.4% [12]

回望2025年，TikTok有一种明显的"边跑边换底盘"感。一边是GMV仍在增长曲线中前行，另一边却不 得不反复应对母体在美国的资产归属问题、监管拉扯与时间表延后。直到年底，平台才逐步把交易推进 到"有明确交割日期"的阶段。在这种不确定性背景下，一个趋势正在变得清晰：平台要继续做大，靠的 已经不只是内容点燃成交，而是必须把履约与关键链路牢牢握在手里。而这，正把海外仓推到跨境电商 物流前沿。 1、能否多平台统一处理订单 2、能否清晰管理库存与库龄 3、能否把物流费用、履约表现透明化 4、能否支撑平台级的履约考核与合规要求 这些能力，正在决定海外仓是否能真正承接平台红利。在这一过程中，像易仓WMS这样的海外仓系 统，开始成为不少仓配企业的"基础设施"。通过对接Amazon、TikTok、Temu、Shein等30多个主流跨境 电商平台，并且在整合订单、库存与履约数据是，都可以在系统中统一处理。同时，易仓WMS还打通 了1000+尾程物流渠道，让费用、追踪与时效更清晰可控。对正在承压的海外仓来说，配备一套专业的 海外仓系统能有效提升企业的运营能力，帮助其转化为更确定的履约能力。 第一，更强的物流管控。在美国、英国、 ...