跨境电商这个曾被视为"躺着赚钱"的赛道，进入硬核竞争阶段，跨境电商平台从"效率故事"，逐渐演变为"合规故事""本地化故事""品牌化故事"。 作为"中国跨境电商四小龙"（TEMU、SHEIN、速卖通、TikTok Shop）之一，速卖通将"品牌出海"作为如今最重要的战略。在去年直接向亚马逊宣战后，最 近速卖通又启动了新年首场面向品牌商家的大规模招商，明确"品牌出海+海外托管"作为2026年核心关键词。 编辑 | 周智宇 如果要为过去一年跨境电商行业找一个关键词，"渡劫"或许最为贴切。 关税政策反复、海外监管持续加码、生成式 AI 加速渗透，这三股力量交织在一起，几乎在同一时间重塑了行业运行的底层逻辑。曾经依靠低价、直邮小包 和流量红利快速扩张的跨境电商平台，被迫踩下刹车，重新审视自身模式的可持续性。 作者 | 黄昱 中国跨境电商四小龙在过去一年里几乎同时进入战略调整期。从"全托管神话"到"半托管回归"，从价格战到价值战，跨境电商正在完成一次集体"渡劫"。而 这场洗牌，决定的不只是平台的去留，更是未来中国制造和中国品牌出海的方式。 聚焦"价值战" 作为跨境电商平台中的老大哥，在前两年行业狂飙时，速卖通其实是相对低 ...

随着短视频平台的全球化浪潮席卷而来，TikTok已成为中国企业出海的重要跳板。在这片充满机遇的蓝 海中，山东地区的代运营服务商如雨后春笋般涌现，它们各具特色，却又面临着同质化竞争的困境。究 竟哪些公司真正具备国际视野与落地能力？让我们揭开这个行业的面纱。 在济南高新区一栋玻璃幕墙大厦里，济南中企推网络科技有限公司的创意团队正为德国客户调试直播间 的环形补光灯。这家成立于2018年的企业，用五年时间完成了从本土服务商到跨境营销专家的蜕 变。"刚开始我们连时差都算不准，现在能同步管理三大洲的直播场次。"运营总监指着墙上不断刷新的 数据大屏说道。济南中企推网络科技有限公司专注于提供国内短视频营销推广服务以及品牌出海定制化 解决方案，三大营销服务实力占据行业领先地位。长期为国内客户提供短视频营销推广服务，以及国内 出海营销服务。为客户提供全球103个国家，27个语种资源；跨境电商直播服务从场地、设备、团队、 脚本等维度打造一个专业的直播服务；抖音短视频代运营服务，TikTok营销服务，facebook代运营服 务，tiktok竞价代运营。为不同阶段不同需求的企业提供定制化服务，力求帮助企业实现品牌出海的梦 想。公司沉 ...

Group 1 - The core focus for 2026 is "brand going overseas + overseas custody," which is seen as a key strategy for Chinese brands to expand internationally [1][2] - AliExpress has initiated a large-scale recruitment campaign for brand merchants, marking the start of a nationwide招商及产业带赋能计划 [1] - In the past year, overseas custody merchants achieved a GMV growth of 10 times, indicating a significant opportunity for brands to expand globally [1] Group 2 - AliExpress's overseas custody service allows merchants to connect their products to overseas warehouses, while the platform handles marketing, user operations, and local fulfillment [2] - The overseas custody service has already covered over 30 key markets globally, including Europe, North America, Asia-Pacific, and Latin America [2] - Xiaomi has successfully opened the European market through a strategic partnership with AliExpress, with notable sales achievements during the 2025 overseas Double 11 event [2]

Core Insights - The article highlights the success story of a young entrepreneur, Tu Hongming, who transformed a mere 500 yuan investment into a cross-border e-commerce business with an annual sales revenue of 2 billion yuan by 2025, showcasing the growth of cross-border e-commerce as a vital driver of China's trade growth [1][9]. Group 1: Entrepreneurial Journey - Tu Hongming started his entrepreneurial journey in 2015 with only 500 yuan and has since grown his business to achieve over 20 billion yuan in sales by 2025 [7][9]. - The business began in a small rented apartment in Qianyanliu Village, known as "China's first online store village," and has expanded significantly over the past decade [9][21]. - The company initially focused on a single product category, jewelry, and has now diversified to offer over 100 million Chinese products, processing nearly 200,000 orders daily [11][14]. Group 2: Logistics and Efficiency - The logistics network has improved significantly, reducing shipping times from 25 days to as little as 7 days for deliveries to the United States, thanks to the establishment of 26 "Yi Xin Ou" train routes and direct air routes to various regions [13][14]. - Customs efficiency has also enhanced, with the introduction of a "pre-inspection before shipment" model, reducing the turnaround time for export goods from 2-3 days to under one day [13][14]. Group 3: Product Innovation and Market Expansion - The company has shifted from merely facilitating cross-border e-commerce to developing its own brands in cosmetics and clothing, indicating a strategic move towards brand creation [14][21]. - Plans are underway to expand into the African market, with the establishment of overseas warehouses in Nigeria and the launch of a dedicated cross-border e-commerce website for the region [16][21]. Group 4: Industry Trends and Future Outlook - The article emphasizes the transformation of Yiwu from a manufacturing hub to a center for innovation and brand development, reflecting a broader trend in China's export strategy [14][21]. - The establishment of the Yiwu Global Trade Center and the opening of the first overseas store in Nairobi, Kenya, signify the growing international presence of Yiwu brands [19][21].

"十五五"规划建议提出，"支持跨境电商等新业态、新模式发展"。2025年，恰逢我国跨境电商综合试验区建设十周年，跨境电商这一外贸新业态，已成为拉 动我国贸易增长的重要引擎。 浙江省义乌市促佳贸易有限公司联合创始人 涂宏名：在系统上线的第一年，我们就做到了2亿元，2025年超过20亿元。 义乌的青岩刘村，被称为"中国网店第一村"。这里也是涂宏名梦开始的地方。2015年，他带着500元钱来到青岩刘，与合伙人租了一室一厅的房子，创业之 路也就此开启。 在浙江义乌，80后创业者涂宏名深耕跨境电商行业十年，从当初只有500元的全部家当，到如今手握20亿元的年销售额，他的十年，是如何把外贸生意做大 的？一起走进他的世界，看看他的生意经有什么不一样。 2026年新年前夕，涂宏名位于浙江义乌的仓库，几乎每天都处于满负荷运转。 每年新年前后，都是电商平台最忙碌的节点。眼前的"爆仓"成了涂宏名甜蜜的烦恼。 2025年，是湖北小伙子涂宏名来到义乌创业的第10个年头。在义乌市中心一层3千平方米的办公楼里，他经营着一家跨境电商平台。 在产品展示区，一位精通7国语言的马来西亚主播，正在录制短视频；一旁的摄影棚内，工作人员正在为一款全新上 ...

市商务局相关负责人表示 这份牵挂被"福州有礼"看在眼里。"福州有礼"相关负责人林泓帆介绍，作为福州市公共消费品牌，"福 州有礼"主动携手波兰华人商会福建分会，将承载福州记忆的产品引入波兰华人超市。"看到乡亲们买到 产品时开心的样子，一切努力都值得。" "福州有礼" 是我市精心打造的城市级伴手礼，通过整合非遗老字号、在地闽味、十邑好物、工艺美学、潮流文创、 福茶福酒等优质资源，构建起"福礼、福味、福茶、福酒、福潮"五大类产品体系，全面展现福州文化底 蕴与创新时代活力。目前，已在全市布局4家品牌自营馆（均已成为离境退税"即买即退"商店）和15个 专柜。 近日，来自"福州有礼"的锅边和聚春园的土豆粉跨越近9000公里，抵达波兰的一家华人超市。这些凝 结家乡风味的产品，深受当地华人尤其是福州乡亲的喜爱。 "福州有礼"锅边摆上波兰华人超市。（受访企业供图） "看到'福州'两个字，眼泪差点掉下来。"在华沙生活十余年的福州侨胞黄女士感慨，"味道和记忆里我家 楼下早餐店的一模一样。我的孩子出生在波兰，终于尝到了妈妈从小吃到大的味道。"和黄女士一样， 许多在波兰拼搏的福州人心中始终萦绕着一缕家乡味道。当地超市此前长期缺乏福州特 ...

跨境电商作为对外贸易发展的新抓手，近年来保持蓬勃发展态势。数字技术的普及降低了跨境贸易门槛，全球 消费需求的多元化为跨境电商提供了广阔空间，越来越多平台通过精准布局与模式创新，在国际市场中抢占份 额。 在品质管控领域，Voghion建立了一套近乎严苛的标准化流程。所有入库商品均需通过开包质检，从外观到功能 实现全维度筛查；用户评分系统与流量分配机制深度绑定，评分低于阈值的商品或店铺将面临限流处罚；平台 主动淘汰低端产业链，推动供应链改造升级，重点扶持具备技术壁垒与创新能力的制造商。此外，Voghion大力 推广商品备货入仓模式，通过集约化物流管理，将平均配送时效压缩至行业领先水平，真正实现"工厂价、品 牌质、闪电达"的消费体验。 技术赋能与生态合作是Voghion拓展全球市场的双引擎。平台将AI技术应用于选品推荐、库存管理及用户服务全 链条，同时加速海外本地化运营团队建设，在东南亚、欧洲等重点市场落地服务中心。近期，Voghion频繁亮相 国际展会，与多国政府机构、行业协会及头部服务商签署战略合作协议，并携手高校开展跨境电商人才培养计 划。值得注意的是，平台在知识产权保护领域投入重金，建立覆盖商标、专利、版权 ...

Core Insights - AliExpress, a cross-border e-commerce platform under Alibaba, has launched a large-scale recruitment initiative targeting high-quality merchants, focusing on regions like Zhejiang, Guangdong, and Henan, which are key industrial hubs for brands on platforms like Amazon [1][11] Group 1: Strategic Initiatives - AliExpress has initiated a "Super Brand Going Global Plan" aimed at attracting mid-to-high-end brands by offering them the opportunity to enter international markets at half the cost of Amazon [4] - The platform's overseas management service allows merchants to store products in overseas warehouses while AliExpress handles marketing, user operations, and local fulfillment, resulting in a tenfold increase in GMV for overseas management merchants over the past year [6][4] Group 2: Competitive Positioning - During the 2025 Black Friday, AliExpress surpassed Amazon in download numbers in the European market, indicating a significant breakthrough in its competitive positioning [4] - Xiaomi has become one of the first brands to leverage AliExpress's overseas management service, achieving top sales in the European TV category during the 2025 Black Friday [6][10] Group 3: Partnerships and Collaborations - On January 5, 2026, Xiaomi and AliExpress formalized a strategic partnership to enhance localized user operations and brand awareness in key overseas markets, expanding their collaboration beyond smartphones to include major home appliances [10] - AliExpress is recognized as the only platform among the "Four Little Dragons of Going Global" to establish a dedicated brand service team, positioning itself as a new main stage for Chinese brands going international [11]

Core Insights - The trend of "going global" has become a crucial strategic choice for Chinese enterprises, shifting from product export to brand development, which is essential for market expansion and enhancing competitiveness [1][3] Group 1: Brand Development - The early focus of enterprises on product export relied on cost advantages but faced challenges due to a lack of brand recognition, leading to low-price competition [3] - Brand development is now the core direction for enterprises going global, as a strong brand image helps overcome regional barriers and gain trust from overseas consumers [3] - Successful brand development requires in-depth research into target market cultures and consumer habits to align brand values with local markets, marking a shift from "Made in China" to "Chinese Brands" [3] Group 2: Compliance and Service Support - Compliance with varying laws, tax policies, and labor protections in different countries is critical for enterprises operating abroad, especially regarding overseas employment and payroll management [4] - Efficient global payroll services are essential for safeguarding employee rights and enhancing team stability, which supports the smooth operation of overseas businesses [4] - Establishing a robust compliance system and leveraging professional service providers to address operational challenges is fundamental for steady progress in global markets [4] Group 3: Local Adaptation and Global Coordination - Brand development requires a combination of local adaptation and global coordination, necessitating product optimization based on market needs and marketing strategies that resonate with local communication habits [5] - Companies must balance global strategies with local operations, which demands strong global resource integration capabilities and support from specialized service providers [5] - Achieving synergy between global strategic layout and local market penetration is vital for enterprises to succeed in their brand development efforts [5] Group 4: Company Example - Knit People, with 11 years of global payroll service experience, collaborates with over 4,000 global clients and processes payroll exceeding 4 billion annually [5] - The company, founded by a team with deep understanding of the Chinese market, has established research and service centers to meet the needs of Chinese enterprises going global [5]

依靠地理扩张和流量变现的野蛮时代正在远去，企业正从输出产能进化为输出标准，从卖货逻辑转向品类定义权。市场开始给那些能够利用技术溢出重构 品类、利用文化创新占领心智、利用AI重塑效率的"新物种"以更大激励。 但更隐蔽的"暗礁潜流"也开始涌现。面临地区摩擦、合规、资金等诸多不确定因素以及本地化运营的排异反应明显，凡此种种都在告诉我们旧有模式已难 以为继，建立在品牌心智和AI能力两大支柱上的韧性生长能力，正重塑并领导企业穿越周期。 面对变局的灵感和应对变局的答案，吸引着行业内外的每个人。1月16日，飞书点跃BeyondClick——飞书深诺集团旗下专注于电商与品牌出海的全域营销 服务子品牌，将联合知名咨询公司益普索Ipsos，在深圳举办"2025全球化新锐品牌数字营销峰会"，同时重磅发布本年度"MeetBrands中国出海新锐消费品 牌榜"。 飞书深诺集团已连续四年举办该峰会，作为行业内最早聚焦出海新锐消费品牌的盛会之一，活动将汇聚各界代表，将成熟企业的成长智慧和新锐品牌的破 局灵感传递到行业的每个角落，也将知名媒体、投资机构和行业协会等利益相关者的中立思考和最新理念带入行业的核心地带。在共同见证新一年出海新 锐消 ...