WB智云金科，跨境电商、俄罗斯电商野莓 跨境电商、俄罗斯电商野莓 2026年的消费者是一个不急不躁的怀疑主义者。他每周会逛4家店，11%的线上购物车会被搁置超过一天未付款，而信任必须通过4.5分以上的评分来赢 得。您的品牌和战略是否准备好在这样的前提下展开对话？尼尔森（Nielsen）的研究显示，健康、个性化和数字化趋势，如今已与电商中的新消费行为 紧密相连，并将决定2026年的增长方向。我们将解析消费者与零售格局如何变化，以及生产商应重点布局的方向。 日用快消品（FMCG）在电商渠道的销售增长速度，几乎是线下的3倍。 2025年1月至9月期间，线上销售额增长了31.3%。线上渠道已不再只是补充渠道——对于部分品类而言，它已经成为主要销售渠道。例如，在"护发素""巧 克力糖衣糖果"和"漂白剂"等品类中，部分品牌的线上销售占比可超过20%，而在线下渠道仅为1–2% 电商平台——品牌的新增长电梯 例如，得益于在电商平台上的销售，品牌 Mixit 在 2025 年的洗发水制造商排名中上升了 12 位，并跃居第一名。 但这里也有一些细节值得注意：电商平台的增长正在放缓。GMV（商品交易总额）增速从2023年的112% ...

Group 1 - The core trend in the Russian e-commerce market is the stabilization of regional consumption, with self-pickup points in towns with populations under 10,000 accounting for 40% of the total, covering 14.6 million users, which is twice the size of Moscow's user base [1][5] - Local brands are gaining significant influence, comprising 67% of the top 100 best-selling brands on the platform, with products rich in national cultural elements performing well [1][5] - The average order value has increased by approximately 33% due to the widespread adoption of post-payment models, with the overall average order value rising 1.5 times [1][5] Group 2 - Personal care small appliances have seen strong demand, with portable water flossers selling 2,462 units monthly, followed closely by sonic electric toothbrushes at 2,471 units, and nose and ear hair trimmers at 4,503 units [2][3] - The practical small appliance sector is led by manual air pressure water pumps with 7,359 units sold monthly, while high-end cleaning products like robotic vacuum cleaners have also seen significant sales [3] Group 3 - Ozon's cross-border business from China has experienced rapid growth, with daily order volume surpassing 2 million and daily sales exceeding 200 million RMB, marking a 60-fold increase compared to 2022 [4] - Electronics account for the highest share of cross-border sales at 44%, while home goods and clothing categories have seen growth rates between 160% and 220% [4] Group 4 - The Russian e-commerce market is undergoing a strategic evaluation, with some targets from the 2025 e-commerce development strategy being met, such as 80% of the population aged 12 and above shopping online [10][11] - However, challenges remain, including the low global market share of Russian e-commerce at only 2% and unmet logistics delivery time targets [11] Group 5 - The integration of live streaming with e-commerce platforms is becoming prominent in Russia, with a projected global market size of $32 billion by 2025 [12] - Local platforms are developing hybrid sales formats that combine influencer impact with platform transaction advantages, incorporating gamified interactions [12] Group 6 - The demand for home goods is the highest for New Year gifts in Russia, with approximately 32% of the population likely to receive such items, followed by cosmetics and perfumes at 24% [17] - Digital electronics and appliances rank third and fourth in gift likelihood, with average prices of 10,360 RUB and 13,450 RUB respectively [17]

Core Insights - The establishment of Jilin Zhiyun Enterprise Management Co., a subsidiary of Zhiyun Jinke, in the Changchun Xinglong Comprehensive Bonded Zone marks a significant strategic breakthrough in Sino-Russian cross-border e-commerce cooperation [1][2] Group 1: Company Developments - Wildberries, a leading Russian e-commerce platform, has over 100 million registered users and has been the top online sales platform in Russia for eight consecutive years [1] - The launch of the Wildberries China Merchant Service Center aims to assist Chinese merchants in entering the Russian-speaking market, focusing on market insights, policy interpretation, and operational innovation [2] - The service center has established branches in five cities and plans to expand its service network to provide dedicated support to merchants [2] Group 2: Strategic Location - Changchun is positioned as a natural land hub connecting Russia and Central and Eastern Europe, enhancing its appeal for cross-border e-commerce [4] - The Changchun Xinglong Comprehensive Bonded Zone integrates customs supervision with logistics and warehousing, providing a robust platform for businesses [4] Group 3: Industry Compatibility - The Northeast region has a strong manufacturing base, particularly in automotive parts, agricultural processing, and textiles, aligning well with the demands of the Russian and Central European markets [5] Group 4: Future Prospects - Jilin Zhiyun aims to create a "Digital Silk Road" that connects high-quality local products to millions of consumers on the Wildberries platform, establishing a regional cross-border e-commerce ecosystem [6]

Core Viewpoint - The establishment of the Global Cross-Border E-commerce "Three Centers" in Langfang aims to accelerate the internationalization of Hebei products by providing comprehensive support and services for cross-border e-commerce [1][2]. Group 1: Infrastructure and Services - The "Three Centers" will include a global cross-border e-commerce ecosystem center, a transaction service center, and a digital supply chain center, focusing on one-stop support for businesses [1]. - The centers have already attracted major international e-commerce platforms like Amazon and Shopee, creating an ecosystem that combines platform empowerment, enterprise incubation, talent training, and industry connections [1][2]. - A dedicated 800 square meter space has been established as a cross-border e-commerce product display center, showcasing over 500 Hebei specialty products to facilitate global business connections [3][4]. Group 2: Logistics and Supply Chain - The centers are leveraging the logistics advantages of Beijing Daxing International Airport to reduce costs and improve delivery times for Hebei products [2]. - A new air cargo route from Daxing Airport to Moscow has been tested, and land transport routes are being developed to streamline logistics for cross-border e-commerce [2][3]. - The centers have attracted Russian e-commerce platforms like Ozon and Wildberries to enhance the supply chain for cross-border e-commerce, with plans for integrated services in warehousing and transportation [2][3]. Group 3: Market Expansion and Support - The "Three Centers" are part of a broader initiative under the 14th Five-Year Plan to promote cross-border e-commerce and support the integration of local industries [2][5]. - A B2B platform has been launched to facilitate online transactions, attracting 71 companies and listing over 2,600 products, serving as a key online window for Hebei products to enter global markets [4]. - Continuous collaboration with local counties is planned to establish outbound bases and collection warehouses, aiming to enhance market share in Europe, Southeast Asia, and Russia [5].

Group 1: Ozon's Initiatives - Ozon has launched the FBO (Fulfillment by Ozon) model in Kazakhstan, transitioning from a "traffic entry" to a "complete e-commerce infrastructure service provider" [1] - Sellers using Ozon's warehouses in Almaty and Astana will enjoy full storage fee waivers until July 1, 2026, and the sales commission has been reduced by approximately 50% to a range of 5%-13% [1] - Ozon has integrated logistics costs into a transparent price range (212-3050 tenge), covering the entire process from warehousing to last-mile delivery [1] - The platform has enhanced local operational support, allowing sellers to sign contracts directly with local entities and settle in tenge with no minimum withdrawal limit [1] Group 2: Ozon's Offline Expansion - Ozon will charge a deposit of 30,000 rubles (approximately 2400 RMB) for new offline pickup points (PВЗ) starting December 15 [2] - These pickup points are designed to be located in residential areas and are part of Ozon's focus on developing offline retail formats [2] - The deposit will be refunded within 10 working days after the pickup point becomes operational, provided the seller meets all requirements [2] Group 3: Regional Product Promotion - Ozon has established a dedicated sales area for products from the Karachay-Cherkess region, showcasing around 2700 items from local manufacturers [3] - The number of such regional specialty areas has rapidly increased, nearing 8500 by September 2025, doubling from the previous year [3] Group 4: E-commerce Trends in Russia - Over 82% of Russians hold at least one e-commerce platform card, with 73% citing discounts as the main reason for obtaining it [8] - A significant trend of "emotional shopping" has emerged, with 58% of Russians shopping to improve their mood, leading to an 80% increase in order volume on Ozon [9] - E-commerce platforms are becoming the preferred channel for holiday gift purchases, with over 54% of consumers planning to buy gifts online [10] Group 5: Market Dynamics and Competition - The Russian E-commerce Market Participants Association has raised concerns about unfair competition from foreign sellers, particularly those from China, and has proposed measures to level the playing field [7] - Wildberries has responded to proposals for unified tax burdens on online and offline retail, emphasizing its role as a significant taxpayer and supporter of small businesses [6] Group 6: Advertising and Sales Growth - The Russian e-commerce advertising market is projected to exceed 900 billion rubles by 2025, with e-commerce expected to account for 63% of the advertising market [13] - There has been a notable surge in graphics card sales in Russia, particularly in St. Petersburg, with sales increasing ninefold year-on-year due to rising demand driven by AI developments [14]

Core Insights - The article emphasizes that for most businesses looking to enter the Russian market, leveraging comprehensive e-commerce platforms like Wildberries and Ozon is a more practical and advantageous choice compared to building independent sites due to the unique market environment, infrastructure, and consumer habits in Russia. Comparison of E-commerce Models - **Trust and Traffic**: Comprehensive platforms have a significant advantage with millions to tens of millions of monthly active users, which helps resolve consumer trust issues. In contrast, independent sites must invest heavily to build brand recognition and attract traffic, facing challenges in a market with generally low trust levels [3]. - **Payment and Settlement**: Platforms offer various localized payment methods (e.g., cash on delivery) and handle complex cross-border settlement issues, providing a secure channel for sellers. Independent sellers face high risks as international payment channels (e.g., Visa, PayPal) have exited, making it extremely difficult for small sellers to establish secure and reliable ruble collection channels [4][5]. - **Logistics and Delivery**: Platforms have built extensive logistics networks (e.g., Ozon has thousands of pickup points), effectively addressing the "last mile" delivery challenge with next-day delivery in core cities. Independent sellers must manage local delivery service providers, which are limited in Russia, leading to high logistics costs and uncertain delivery times [6]. - **Operational Barriers and Costs**: Platforms lower the entry barriers by providing standardized store management, marketing tools, and logistics services, allowing sellers to focus on product selection and operations with relatively controllable startup costs. Independent sellers face high barriers, needing to handle website development, technical maintenance, multi-channel marketing, and customer service, requiring significant resources and expertise [7][8]. Recommendations for Product Selection and Operations - **Precise Product Selection**: The Russian market has a sustained demand for clothing, electronics, home goods, and auto parts. Chinese products like mobile phones, small appliances, and fast fashion clothing are highly competitive. Sellers should also monitor seasonal bestsellers and emerging categories like smart home devices and pet products [9]. - **Deep Localization**: Beyond translating product information into Russian, sellers should localize designs to fit local aesthetics, provide detailed product specifications (as Russian consumers value this), and ideally offer Russian-speaking customer service to significantly enhance conversion rates [10]. - **Marketing Timing**: Sellers should align marketing efforts with important Russian holidays and shopping seasons, such as New Year (the largest sales season), International Women's Day (a significant gift-giving occasion), and "Double Eleven," planning marketing activities in advance [10]. - **Compliance Management**: Russia has mandatory product certification requirements (e.g., EAC certification). After joining a platform, sellers must thoroughly understand platform rules and local regulations to ensure product qualifications are complete, avoiding losses due to compliance issues [10]. Policy Implications - The introduction of a visa-free policy between China and Russia is expected to facilitate cross-border e-commerce development, making business exchanges more convenient and reducing costs for Russian buyers visiting China for market exploration [12][15].

Core Insights - The article discusses the rapid growth of the Russian e-commerce market, highlighting how Chinese sellers are capitalizing on this opportunity amidst intense competition in domestic markets [1][3] - It emphasizes the unique challenges and strategies that Chinese sellers face in Russia, including logistics, payment systems, and market adaptation [3][12] Group 1: Market Dynamics - The Russian e-commerce market has seen explosive growth, with a 2.5 times increase in transaction volume and a 5.5 times increase in order volume for Chinese sellers on the Ozon platform [3] - The market size is approximately 12.6 trillion rubles (about 1.14 trillion RMB), presenting a significant opportunity for Chinese sellers to escape domestic competition [1][3] - The logistics landscape is evolving, with a 7-day delivery service from Heilongjiang to Moscow, contrasting with the average 30-day delivery time across the country [3][12] Group 2: Product Strategy - The demand for winter clothing in Russia is driven by an 8-month winter season, with Chinese sellers adapting their products to meet local needs, such as larger sizes and specialized features [6] - The rise of consumer electronics and smart home products indicates a shift from basic needs to quality-oriented consumption, with the smart home market reaching 26 billion rubles (approximately 2.27 billion RMB) [6] - Sellers are adjusting their strategies in anticipation of policy changes regarding cross-border tax exemptions, maintaining profit margins above 15% by optimizing inventory and product offerings [7] Group 3: Competitive Landscape - The competition between platforms Wildberries and Ozon mirrors the dynamics of China's internet landscape, with Wildberries focusing on fashion and Ozon adopting a hybrid model of self-operated and third-party sales [8][11] - Chinese sellers are leveraging both platforms to maximize their reach, with a significant portion of 3C digital products on Ozon being sourced from China [11] - The operational challenges posed by high return rates on Wildberries necessitate a strategic approach for sellers to thrive [10] Group 4: Innovation and Adaptation - Innovative logistics solutions, such as combining the China-Europe Railway with local delivery, have reduced shipping times and costs, enhancing competitiveness [12] - Financial strategies, including the use of dual currency accounts and partnerships with local payment companies, are being employed to navigate payment challenges and improve cash flow [12] - Sellers are adopting a flexible supply chain model, maintaining low inventory turnover to mitigate risks associated with market fluctuations [12] Conclusion - The impending changes in tax policies are prompting a shift from low-cost strategies to more sustainable, brand-focused approaches among Chinese sellers in Russia [13] - The integration of Chinese supply chain efficiency with Russian consumer demands is reshaping global trade dynamics, presenting both challenges and opportunities for sellers [13]

Core Insights - The Wildberries "Morning Star" program is guiding Chinese brands to enter a new phase of international expansion, focusing on building trust through cultural engagement rather than just price competition [1][10] - The program aims to address the core issue of Chinese brands being able to sell products abroad but struggling to establish a lasting presence [1][10] Summary by Sections Market Understanding - European consumers prioritize cultural identity, visual language, product details, and service experience over price [3] - Traditional low-price strategies are becoming unsustainable, necessitating a shift towards building "perceptible brand strength" [3] Strategic Initiatives - The program has identified the need for a content-driven approach to brand internationalization, addressing challenges in visual, linguistic, service, and cognitive aspects [3][4] Content Localization - Localizing content is essential, moving from "understandable" to "appealing" by collaborating with local creatives to enhance product presentation [4] - A case study showed a 72% increase in click-through rates and nearly double the time spent on a restructured product page [4] Brand Visual System Upgrade - Upgrading brand visuals is crucial for consumer perception, with initiatives to help sellers transition from a factory mindset to a consumer-focused approach [5] - Effective packaging design significantly influences consumer trust and engagement [5] Social Content Engagement - The program promotes storytelling through social media partnerships, enhancing brand visibility and trust via local influencers [6] - A fashion brand saw a 280% increase in sales after collaborating with local influencers for promotional content [6] Offline Experience Marketing - The initiative emphasizes the importance of physical presence through pop-up experiences in key European cities, allowing consumers to interact with products directly [6][7] Customer Service and Retention - Establishing local customer service centers has improved customer retention, with a notable increase in repurchase rates from 8% to 17% [8] - High customer satisfaction rates indicate successful integration into consumer lifestyles [8] Future Plans - The program aims to create over 300 content sample products and 100 local creator collaborations by year-end, enhancing brand monitoring capabilities [9] - Ongoing partnerships with educational and creative institutions will foster cross-cultural storytelling, engaging European youth in brand narratives [9][10] Conclusion - The Wildberries "Morning Star" program represents a structural upgrade in how Chinese brands approach international markets, shifting from mere sales to building long-term relationships and trust with consumers [10][11]

Group 1: Current Status and Prospects of the Russian E-commerce Market - The Russian e-commerce market is rapidly developing, with a transaction volume exceeding 35 trillion rubles in 2024, representing a year-on-year growth of 18.7%, significantly outpacing the global average [1] - The market is dominated by three major platforms: Wildberries, Ozon, and Yandex Market, which collectively hold over 90% market share, making them key channels for Chinese sellers entering the Russian market [1] - Wildberries leads with a 47% market share, focusing on low-priced essential goods and covering all 83 federal subjects of Russia; Ozon targets the mid-to-high-end market with strong logistics; Yandex Market leverages its local search engine ecosystem to attract high-spending users [1] - There is substantial growth potential in the Russian e-commerce market, driven by improving infrastructure and increasing penetration in remote areas, alongside a continuous release of consumer demand [1] Group 2: Core Role of Product Selection Tools in Russian E-commerce - Product selection is a critical aspect of e-commerce operations, directly impacting sales performance and market competitiveness, especially in a market with unique consumer characteristics like Russia [3] - Selection tools help sellers efficiently gather market data, integrating sales data and user preferences to quickly identify high-demand categories and market capacity [3] - These tools also enable sellers to gain insights into trend changes, analyze seasonal demand fluctuations, and identify potential products to seize market opportunities [3] - Competitive analysis support is provided by selection tools, allowing sellers to understand competitors' pricing strategies and product advantages, thus avoiding blind imitation [3] Group 3: Introduction to Wildstats Product Selection Tool - Wildstats is recognized among Russian product selection data platforms for its practicality and specificity, particularly suitable for sellers on the Wildberries platform [5] - The tool's core advantages lie in the depth and real-time nature of its data, offering daily data scraping, cleaning, and analysis from the Wildberries platform to provide precise market insights [5] - Features such as product search and classification reports help sellers quickly locate target products and understand market capacity, competition intensity, and sales trends for informed selection decisions [5] - Wildstats supports store and brand queries for competitive analysis, enabling sellers to dissect competitors' strategies and identify differentiation opportunities [5] Group 4: Future Development of Wildstats Tool - Wildstats is not limited to a single platform and is actively developing product selection features for Ozon and Yandex Market, aiming for multi-platform coverage [6] - For data-driven sellers looking to streamline the selection process and reduce market research costs, Wildstats can significantly enhance the scientific nature of selection decisions [6]

Group 1: Dubai Commercial City - Dubai Commercial City (DCC) has achieved an occupancy rate of approximately 98%, driven by strong demand from technology, artificial intelligence, and e-commerce companies [1] - To enhance capacity, the free zone plans to launch a new e-commerce fulfillment center by Q3 2026 to meet the rapid growth of digital trade businesses [1] - The introduction of automated robotic systems has significantly improved order fulfillment efficiency, with annual order processing volume increasing by 158% [1] Group 2: Saudi Real Estate Regulations - Saudi Arabia's Real Estate General Authority (REGA) announced new property ownership regulations allowing foreign individuals and companies to purchase residential or commercial properties in designated areas starting January 2026 [2] - The new regulations require foreign buyers to hold registered properties and fully disclose relevant information [2] - Five categories of non-Saudis or entities are eligible to purchase properties, including foreign individuals and companies with foreign shareholders [2] Group 3: E-commerce Platforms Dynamics - TikTok Shop is launching a global campaign from November 13 to December 2, with a focus on content empowerment and a significant investment in exposure resources exceeding 10 billion [3] - Temu is implementing a 51-day promotional period with a focus on low prices and large-scale subsidies, allowing sellers to participate with minimal inventory requirements [4] - Shopee is adapting regional policies with local warehouse support, aiming to deepen its presence in Southeast Asia and parts of Europe and America [5][6] Group 4: Employment and Logistics in E-commerce - Amazon announced the addition of 7,500 temporary positions in Brazil, doubling last year's numbers to meet the demand for the Black Friday shopping season [9] - The logistics sector is enhancing cross-border shipping stability, with partnerships to secure shipping resources and expedite inventory replenishment [5] Group 5: Global Market Trends - Global smartphone panel shipments are projected to reach 586 million units in Q3 2025, marking an 8.1% quarter-over-quarter increase, driven by new product launches [12] - Brazil's e-commerce is expected to grow by 10% in 2025, with a shift towards replenishment shopping becoming a mainstream driver [13] - China's laser equipment market holds a 56.6% share of the global market, with exports continuing to expand [14] Group 6: International Energy and Investment - The International Energy Agency reports that global data center investments are expected to exceed oil supply investments for the first time, reaching $580 billion in 2025 [15] - The collaboration between Etihad Cargo and SF Airlines aims to enhance logistics capacity to meet the growing demand in cross-border e-commerce and pharmaceuticals [16] Group 7: Regulatory Changes in E-commerce - Vietnam is implementing new regulations to combat counterfeit goods in e-commerce, with a projected industry growth rate of 25-27% by 2025 [20] - France is considering a €2 tax on fast fashion imports, with potential additional environmental taxes on low-cost retailers [21] - The European Council plans to impose taxes on low-value parcels entering the EU, eliminating the current exemption for goods valued under €150 [22]