作者 戴莉娟 过去十年，中国卖家踏上全球化的方式往往是机会主义式的：抓住一个爆品、踩中一个节点、攻下一两 个成熟站点，就能在跨境电商的浪潮里乘风而上。但 2025 年的跨境现场，已经完全不同。杭州国际博 览中心举行的亚马逊全球机遇与拓展媒体论坛上，多位亚马逊全球高管罕见齐聚，他们不约而同地传递 出一个信号：全球布局不再是选择题，而是中国品牌的增长必修课。 当 AI 工具的普及、全球物流网络的扩容、合规标准的提升构成新一代跨境链的底座之后，"一次上架、 卖向全球"的机制不再只是愿景，而是一个接近可落地的未来版本。与此同时，欧洲、北美、拉美、中 东、印度、澳大利亚等区域呈现出前所未有的差异化增长动力。卖家不再依赖单一站点，而是通过多市 场、多季节、多赛道的组合形成更稳定的增长曲线。跨境电商的地图被重新绘制，中国品牌正在经历 从"站点扩张"向"全球经营"的跃迁。 亚马逊中国副总裁、全球开店新兴市场负责人张琪 在论坛上，亚马逊中国副总裁、全球开店新兴市场负责人张琪给出的判断尤其清晰。过去卖家拓展全球 更多是跟随兴趣或趋势，如今却开始以战略方式审视海外市场。不少年营收超百万美元的卖家开始意识 到，进入新站点的关键不在于 ...

Core Insights - The path to profitability for "going global" is changing, with a focus on brand recognition and sustainable revenue rather than just low prices [2][4] - A new wave of Chinese cross-border sellers is emerging, leveraging social media trends and rapid supply chain responses to build brands [3][6] - The global e-commerce landscape is evolving into a multi-dimensional competition, requiring tailored advertising strategies to connect with diverse consumer bases [9][10] Group 1 - A 90s Chinese student identified a strong demand for personalized daily consumer goods among overseas youth, leading to the creation of a fashion brand focused on stylish accessories [2] - The brand achieved over $100 million in funding and a valuation exceeding $1 billion within a year, marking it as a new "unicorn" in the cross-border e-commerce space [3] - Many small and medium-sized sellers are realizing that brand recognition is essential for breaking free from the cycle of low-price competition [4] Group 2 - As global shopping holidays approach, small sellers face challenges such as limited budgets for advertising and cultural differences in various markets [6] - Sellers are adopting new tools and strategies, such as multi-site operations and AI-generated high-quality materials, to capture opportunities and mitigate risks [6][16] - The holiday shopping season is becoming a new way of life for more pragmatic sellers, not just a privilege for large companies [7] Group 3 - The global e-commerce market is projected to reach $6.419 trillion by 2025, with significant growth expected in regions like the Middle East and North Africa [10] - Consumers are no longer a vague "overseas user" but rather individuals with diverse cultural backgrounds and shopping habits, necessitating more nuanced advertising strategies [10][12] - The Ramadan gift market is expected to see a GMV increase of 203.7% in 2025, highlighting the importance of localizing marketing efforts for specific cultural events [12] Group 4 - Different markets exhibit unique consumer behaviors during shopping events like Black Friday, indicating that a one-size-fits-all approach is ineffective [13][14] - Multi-site operations not only present growth opportunities but also serve as a risk diversification strategy for small sellers [16] - Advertising strategies must evolve to reflect the product lifecycle, with different approaches needed at each stage from introduction to maturity [26][29] Group 5 - AI tools are transforming the branding process for small sellers, allowing them to create high-quality, localized advertising materials quickly and efficiently [19][25] - These tools enable sellers to maintain a consistent visual style and enhance brand recognition without the need for extensive resources [25] - The use of AI in advertising is not just about cost savings but is becoming a critical lever for sustainable brand growth [25] Group 6 - The essence of the current cross-border selling opportunity lies in globalization, precision, and efficiency, which are crucial for establishing a foothold in the market [33] - Amazon Advertising is actively providing strategies and insights to help sellers prepare for peak shopping seasons through various initiatives [34][38] - Events like the "Peak Season Empowerment Station" are designed to equip sellers with practical strategies for navigating the competitive landscape [36][38]