以下文章来源于霞光社 ，作者李小天 霞光社 . 赋能企业全球化 本文来自微信公众号： 霞光社 ，作者：李小天，头图来自：AI生成 "最近，我们发现很多欧美电商平台的卖家，或者是东南亚平台的卖家，都纷纷在了解非洲市场。 Jumia刚刚在深圳举办的招商大会，本来预期是到场300人，但现场来了450人；往年我们直播大会的 在线观看人数是一两万人，今年飙升到五万人，由此能够明显感受到大家对非洲市场的热情。" 非洲电商巨头Jumia的中国市场负责人Linli告诉霞光社，近期，非洲电商市场的热度突飞猛进，吸引 了不少中国卖家纷至沓来。 数据则更为直观地体现了中非贸易的与日俱增。海关总署6月9日公布的数据显示，受中美贸易战影 响，五月，中国对美国出口继续恶化，同比降幅扩大13.6个百分点至34.6%，连续两个月大幅放缓； 中国对日本出口增速放缓1.6个百分点至6.1%；发达经济体中，仅对欧盟出口加快，同比增速走高3.7 个百分点至11.9%。而在新兴经济体中，中国对非洲出口同比增长33.4%，高于前值7.3个百分点，而 对东盟、拉丁美洲出口增速放缓6.0个、14.2个百分点至15.0%、2.6%，对俄罗斯出口同比降幅扩大 ...

以下文章来源于霞光社 ，作者李小天 霞光社 . 赋能企业全球化 来源丨 霞光社（ID：Globalinsights） 作者丨 李小天 图源丨Midjourney "最近，我们发现很多欧美电商平台的卖家，或者是东南亚平台的卖家，都纷纷在了解非洲市场。 Jumia刚刚在深圳举办的招商大会，本来预期是到场300人，但现场来了450人；往年我们直播大会 的在线观看人数是一两万人，今年飙升到五万人，由此能够明显感受到大家对非洲市场的热情。" 非洲电商巨头 Jumia的中国市 场负责人Linli告诉霞光社，近期，非洲电商市场的热度突飞猛进，吸 引了不少中国卖家纷至沓来。 数据则更为直观地体现了中非贸易的与日俱增。海关总署6月9日公布的数据显示，受中美贸易战影 响，五月，中国对美国出口继续恶化，同比降幅扩大13.6个百分点至34.6%，连续两个月大幅放缓； 中国对日本出口增速放缓1.6个百分点至6.1%；发达经济体中，仅对欧盟出口加快，同比增速走高 3.7个百分点至11.9%。 而在 新兴经济体 中，中国对非洲出口同比增长33.4%，高于前值7.3个百分点 ，而对东盟、拉丁美 洲出口增速放缓6.0个、14.2个百分点至15 ...

以下文章来源于出海潜望 ，作者周月明 出海潜望 . 挖掘出海故事，助力企业全球化。来吧！一起去全世界逐浪 出品｜虎嗅商业消费组 作者｜周月明 编辑｜苗正卿 题图｜视觉中国 拉美正成为各大跨境电商平台争抢的热土，这其中也包括TikTok。 2025年1月，TikTok shop在墨西哥批量招商，2025年5月，TikTok shop在巴西开放。 " 我们在墨西哥的TikTok shop没有太多运营，每天还能出上百单。 "业内人士告诉虎嗅。据悉，截 至5月，TikTok shop墨西哥站日均销售额已达到为70万美元左右。 巴西市场相较之下还非常早期。 据业内人士向虎嗅透露，此前TikTok shop在巴西还处于定向邀约阶段，约邀请了20多家公司，而且 入驻公司仅限巴西本土注册的企业或个体工商户，跨境公司暂无法加入。但即使如此，据悉巴西站单 日销售额也达到11万美元左右。 拉美正成为TikTok电商玩家新的掘金地，尤其在美国出现各种不稳定政策之后。 美国卖家涌向墨西哥 "大量北美TikTok卖家正涌向墨西哥，2025年是墨西哥市场爆发的关键一年。"出海匠联合创始人贾 云瀚曾告诉虎嗅。 与美国市场相比，墨西哥站点具备 ...

拉美正成为各大跨境电商平台争抢的热土，这其中也包括TikTok。 2025年1月，TikTok shop在墨西哥批量招商，2025年5月，TikTok shop在巴西开放。 "我们在墨西哥的TikTok shop没有太多运营，每天还能出上百单。"业内人士告诉虎嗅。据悉，截至5月，TikTok shop墨西哥站日均销售额已达 到为70万美元左右。 巴西市场相较之下还非常早期。 据业内人士向虎嗅透露，此前TikTok shop在巴西还处于定向邀约阶段，约邀请了20多家公司，而且入驻公司仅限巴西本土注册的企业或个体 工商户，跨境公司暂无法加入。但即使如此，据悉巴西站单日销售额也达到11万美元左右。 拉美正成为TikTok电商玩家新的掘金地，尤其在美国出现各种不稳定政策之后。 美国卖家涌向墨西哥 "大量北美TikTok卖家正涌向墨西哥，2025年是墨西哥市场爆发的关键一年。"出海匠联合创始人贾云瀚曾告诉虎嗅。 与美国市场相比，墨西哥站点具备不少优势。 首先，由于美墨市场的相近，墨西哥站点可以复制美国的选品逻辑。 "现在TikTok 墨西哥站点上的top产品基本都是美国黑五已卖爆的商品。"贾云瀚告诉虎嗅。 虽然墨西哥站 ...

Core Viewpoint - Russian e-commerce giant Wildberries, through its merged entity RVB, is accelerating its international expansion with a focus on entering the African market, which presents significant growth potential despite current challenges [3][5][19]. Group 1: Company Strategy and Financials - RVB's CEO Robert Mirzoyan announced the company's primary goal is to solidify its existing market position while actively exploring opportunities in developing countries, with Africa as a key target [5]. - Wildberries' latest financial report indicates a projected revenue of 4.1 trillion rubles for 2024, a 60% increase from 2.5 trillion rubles in 2023 [5]. - The platform's full opening to Chinese sellers is seen as a crucial growth driver, with the onboarding process for Chinese sellers expected to be completed by the end of 2024 [5]. Group 2: Market Potential and Competition - The African e-commerce market has been experiencing rapid growth, with revenues estimated at approximately $49 billion in 2023, accounting for only about 3.5% of total retail sales, and projected to reach $113 billion by 2029 [11]. - Africa has a population of around 1.3 billion, but online shopping penetration remains low, with only 13% of the population shopping online in 2021, expected to rise to over 500 million by 2025 [11]. - The African e-commerce landscape is characterized by a fragmented market with a few dominant platforms, including Jumia, Amazon, Takealot, Konga, and Bidorbuy, which represent the leading tier of the industry [11]. Group 3: Challenges and Logistics - Wildberries' entry into the African market is seen as a bold strategy targeting significant future growth, but it faces challenges such as logistics, payment systems, competition, and localization [19]. - The lack of developed infrastructure (roads, railways, ports) and unreliable postal services contribute to high transportation and tariff costs, posing challenges for e-commerce in Africa [21]. - The logistics company Sais, established in 1997, has been building cross-border logistics channels in Africa and offers air freight services covering multiple countries, which could support Wildberries' operations [23].

今天分享的是：东南亚小厨电电商行业市场洞察报告（2025年6月版） 报告共计：36页 东南亚家电市场规模虽仅为中国的31%，但发展态势良好。其人口约达中国人口的48%，为厨房家电销售提供了庞大潜在消费群体。随着经济发展和居民生 活水平的提升，对厨房家电的需求与要求也在持续增长。且东南亚各国饮食文化各具特色，消费者对厨房家电需求也各不相同。 从市场数据来看，东南亚小家电市场规模增长迅速，2022年需求量接近2.5亿件，印尼占据份额最多。2023年小家电市场营收预计达1134亿人民币，小家电 因更换频率高、种类多，占比远高于大家电。线上销售趋势逐渐显现，不过2025年线下渠道预计仍将保持80%以上份额。 在众多品类中，小型厨房家电用品在东南亚地区尤为受欢迎。如售价29.9RM的Swiss Thomas Free Whisk & Scraper多功能搅拌机，近一个月内销量达1.9万 件，位居TikTok马来西亚第一。该产品功能多样，集切碎、搅拌、切割、研磨等功能于一体，搭载100%铜芯电机，稳定性强，通过更换刀片还能实现多种 用途。其设计采用304不锈钢刀片与防滑硅橡胶垫，可拆卸部件易于清洁，考虑到东南亚气候炎热， ...

以下文章来源于出海潜望 ，作者周月明 据数据显示，2022年，非洲电商用户数量增长到约3.87亿，渗透率提升至32%。预计到2025年，非 洲电商用户将达到5亿左右，渗透率将提升至39.5%至40%。 在网上买买买的非洲人成了中国卖家新的香饽饽。 出海潜望 . 挖掘出海故事，助力企业全球化。来吧！一起去全世界逐浪 出品｜虎嗅商业消费组 作者｜周月明 编辑｜苗正卿 题图｜AI生成 美国市场难做，中国跨境卖家们又盯上了非洲市场。 据非洲最大电商平台Jumia最新数据显示，其1.2万国际卖家中超八成来自中国，贡献平台三分之一 GMV，年增长率高达60%。为吸引中国卖家加入，Jumia甚至在深圳设立了70人的本土团队。 除Jumia之外，南非本土最大的电商平台Takealot也出现越来越多中国老板的身影。它也开始逐渐放 宽限制，以前账号注册费一度炒至3万人民币（ 注册需要南非法人公司，对外国人门槛高 ），但现 在通过代理公司申请，注册成本几乎为零。 非洲电商终于也快被中国人"占领"了。 非洲本土电商平台相较跨境电商更具物流优势，这两家公司对自身的物流履约速度也要求较高。 据称，Takealot在南非有三个大型仓库，基 ...

Core Insights - The article discusses the increasing presence of Chinese cross-border sellers in the African e-commerce market, particularly through platforms like Jumia and Takealot, as U.S. market conditions become challenging for these sellers [1][4]. Group 1: Market Dynamics - Jumia, Africa's largest e-commerce platform, reports that over 80% of its 12,000 international sellers are from China, contributing one-third of its GMV with a year-on-year growth rate of 60% [2]. - Takealot, South Africa's largest e-commerce platform, is also seeing a rise in Chinese ownership and has relaxed its registration fees, which previously reached 30,000 RMB [3]. - The number of e-commerce users in Africa grew to approximately 387 million in 2022, with a penetration rate of 32%, expected to reach 500 million users and a penetration rate of 39.5% to 40% by 2025 [5]. Group 2: Challenges for Chinese Sellers - Chinese sellers face challenges in profitability due to the low average order value of products sold on platforms like Jumia and Takealot [7]. - The logistics of shipping from China to Africa typically take 15 to 21 days, which is not appealing to African consumers who prioritize delivery speed [8]. - South African government policies pose risks for Chinese cross-border e-commerce, including investigations into companies like SHEIN for potentially evading import duties [10][11]. Group 3: Local Platform Advantages - Local platforms like Takealot have a logistics advantage, with the ability to offer same-day or next-day delivery due to their local warehouses [14]. - Chinese sellers must maintain inventory in Africa, which increases operational costs, as local warehousing can cost around 60,000 ZAR (approximately 24,000 RMB) per month for a 1,000 square meter facility [17]. - High logistics and inventory costs make it difficult for Chinese sellers to profit from low-priced items, with products priced above 200 ZAR (approximately 80 RMB) being more competitive on Takealot [19]. Group 4: Performance of Local Platforms - Despite the advantages, local platforms like Jumia and Takealot face significant challenges, including Jumia's continuous losses since its inception in 2012 and a 13% decline in revenue in Q3 2024 [24]. - Takealot's GMV growth dropped from 72% in 2021 to 15% in 2022, and it reported a loss of 22 million USD (approximately 408 million ZAR) in 2023 due to slowing consumer demand [26]. - The entry of Chinese platforms like SHEIN and Temu has intensified competition, with SHEIN capturing 35% of the online women's clothing market in South Africa [28].

Core Viewpoint - The "American Dream" of major Chinese cross-border e-commerce platforms is collectively shattering due to unstable tariff policies and new regulations on small package tariffs, prompting a shift towards European and Latin American markets [1][2][10]. Group 1: Impact of Tariff Policies - As of May 2, 2025, packages from mainland China and Hong Kong valued under $800 will no longer enjoy tariff exemptions, facing a 120% tariff or a fixed fee of $200 per order, significantly impacting cross-border e-commerce operations [1][2]. - Temu's business volume in the U.S. dropped by 40% from March to April 2025 and by 72% compared to its peak in 2024, with daily active users decreasing by 58% in May due to the end of small package tariff exemptions [2][5]. Group 2: Strategic Shifts in Market Focus - Major platforms are reallocating resources to European and Latin American markets, with Temu's traffic allocation showing only 4% to North America and 49% to Europe as of April 2025 [1][2]. - Temu aims to double its revenue target in Europe for 2025 compared to 2024, redistributing resources from the U.S. market and increasing local supplier partnerships [11][12]. Group 3: Challenges in the U.S. Market - TikTok Shop's sales target for 2024 in the U.S. is $17 billion, but internal reports indicate consistent underperformance, with a 20% drop in weekly orders following tariff implementation [5][6]. - SHEIN has been reducing its U.S. market presence since 2024, facing challenges in penetrating the core consumer demographic compared to competitors like Temu [9][10]. Group 4: Growth in European and Latin American Markets - Temu's market share in Brazil reached 9.9% in April 2025, surpassing Shopee, while SHEIN also targets significant growth in Latin America, with an expected 80% increase in revenue from Brazil and Mexico in 2024 [20][21]. - TikTok Shop is expanding in Latin America, focusing on local operations due to high tariffs, with daily sales in Mexico at approximately $700,000 and $110,000 in Brazil [21].

21世纪经济报道记者 董静怡 上海报道 看企业出海的新兴市场，现在人们常常会谈到拉美。 这里拥有6.5亿人口，电商渗透率快速提升，消费潜力巨大，以墨西哥、巴西为代表的市场正在吸引越 来越多中国出海企业的目光。 "现在很多卖家还是停留在1688采购的阶段，同质化这么严重的情况下，'卷'是非常合理的。"Gorver指 出。 一些曾经能卖20-30美元的产品，现在不得不降价到原价的60%-70%才能维持销量。更严峻的是，AI自 动上架工具的普及加剧了这一趋势。这些工具能自动爬取平台数据，分析热销商品，直接链接到1688采 购并一键代发，使得信息差红利迅速消失。 竞争主要发生在中国卖家之间。据Gorver观察，无论是本土店铺还是跨境店铺，背后大部分运营者都是 中国人。美克多平台上，跨境店铺约占10%，本土店铺占90%，而本土店铺中估计至少有三分之一是中 国人在运营。 真正从观望落地到行动，源于外界环境的极速变化。美国关税政策的频繁调整，让长期依赖单一市场的 卖家承受巨大压力，分散风险成为必然选择。"特朗普发动关税大战后，近期来咨询拉美市场的卖家比 以前更多了，反馈也更加积极。"美克多平台招商负责人Gorver表示。 ...