2025年，欧洲市场前所未有的汇集了跨境卖家更多的目光。 在美国市场筑起高关税壁垒以及取消小额进口包裹免税政策的影响下，欧洲作为消费力与之相当的市场，获得了 跨境卖家的一致青睐。从海关统计数据可以看到：2024年，中国对欧盟低价电商出口额为191亿美元，对美国出口 额为231亿美元，但今年截止到9月，流向欧盟的出口额已经达到205亿美元，超过去年全年，而对美国降为131亿 美元。 此前较为依赖小包直邮模式的Temu和SHEIN今年在美国市场受到的打击更加明显：Temu全托管模式曾被迫暂停， 半托管商品大规模提价，用户访问量也出现短期内的大幅下滑；SHEIN也遭遇了美国市场销售额的首次同比下滑 ——据彭博社报道，今年9月SHEIN在美国的销售额同比下滑8%，是三年来第二差的业绩表现。相应地，美国市 场在SHEIN和Temu全球业务当中的占比也有所减少。 广告费用投入的转向犹如一个风向标，昭示着平台战略重心的变化。Sensor Tower数据显示，今年4月份，Temu在 法国和英国的广告支出分别同比增长了115%与20%；SHEIN在法国和英国的广告支出则分别同比增长45%和 100%，而在美国市场则减少了约19 ...

Core Insights - Amazon, once a dominant player in global e-commerce, has seen its market share in China plummet to 0.6% after 15 years of operation [3][6] - The company initially entered the Chinese market with high hopes, acquiring a major online bookstore, but failed to adapt to local consumer preferences and competition [1][17] Market Performance - In 2008, Amazon held a 15.4% market share in China, which drastically declined to 2.1% in 2014, 1.3% in 2016, and finally 0.6% in 2018 [6][8] - By 2017, Amazon's market capitalization exceeded $500 billion, but its performance in China starkly contrasted with its success in North America and Europe [5] Competitive Landscape - Local competitors like Taobao, JD.com, and Pinduoduo rapidly gained market share, with Taobao's "Double 11" sales surpassing 100 billion yuan, while Amazon's "Black Friday" went largely unnoticed in China [8][10] - Amazon underestimated the potential of local players and was slow to respond to market changes, leading to a significant loss of consumer interest [14][17] Operational Challenges - Amazon's global operational model did not translate well to the Chinese market, where local logistics and consumer expectations favored faster delivery services [10][12] - The company's rigid decision-making structure hindered its ability to adapt quickly to local market dynamics, resulting in missed promotional opportunities [12][16] Strategic Missteps - Amazon's marketing strategies failed to resonate with Chinese consumers, and its late entry into cross-border e-commerce further diminished its competitive edge [16][17] - The company acknowledged its lack of aggressiveness and insufficient investment in the Chinese market, leading to a strategic pivot towards India instead [17]

Core Insights - The Saudi e-commerce market is projected to reshape the global business landscape with an annual growth rate of 20% by 2025, creating a market valued at over $700 billion, with TikTok Shop emerging as a key platform for cross-border sellers to penetrate the Middle Eastern market [1][16]. Group 1: Policy Incentives - TikTok has significantly relaxed its entry policies for Saudi Arabia, allowing individual creators to open stores through the "Creator Certification Program" without complex documentation, and providing new accounts with a basic exposure traffic package for the first 30 days [3]. - The platform has implemented a flow allocation policy that increases exposure by 20% for specific categories such as beauty, home, and technology, benefiting cross-border shopping, particularly during Ramadan promotions [4]. - Financial support is available throughout the product lifecycle, with brands able to enter the market with zero deposit and utilize creator funds to enhance content production [5]. Group 2: Consumer Behavior - The 18-35 age group constitutes over 60% of the Saudi population, with a 92% internet penetration rate and 85% of shopping done via mobile, indicating a strong acceptance of short videos and live streaming [6]. - Major shopping events like Ramadan and White Friday drive significant traffic, with Ramadan accounting for 40% of annual GMV, and specific promotional strategies leading to substantial sales increases [12]. Group 3: Operational Strategies - Localized content creation is essential to avoid cultural pitfalls and resonate with Saudi consumers [11]. - A comprehensive influencer strategy is necessary, covering all levels from mid-tier to top-tier influencers to maximize reach and engagement [11]. - Compliance with logistics regulations, including local return solutions, is critical to mitigate risks associated with cross-border e-commerce [11]. Group 4: Future Trends - The e-commerce landscape in Saudi Arabia is expected to evolve with interactive video formats and AR filter shopping becoming new growth points, alongside the introduction of AI tools for content creation [18]. - Emerging markets like Saudi Arabia will continue to benefit from relaxed flow distribution rules, contrasting with stricter quality standards in developed markets [18]. - Technological advancements, such as AI applications in e-commerce, are anticipated to enhance efficiency and improve customer engagement metrics [18].