Q&A 当前海外消费市场呈现出了哪些关键趋势？这些趋势对不同的跨境电商卖家带 来了什么样的机遇和挑战？ 目前海外消费市场主要呈现出以下几个关键趋势：首先，全球经济下滑导致消 费降级，平台流量普遍下滑，销售增长乏力。其次，平台数量和产品种类增加， 使得竞争加剧，形成内卷。由于中国大量产品出海，各大平台之间也在争夺有 限的流量资源。因此，今年（2025 年）整体感受到旺季不旺，以往销售额应 增长的月份也未见显著提升。 对于跨境电商卖家而言，这些趋势带来了新的机 遇与挑战。未来的平台可能会更多地向头部商家倾斜流量，因为流量是有限的， 而平台之间需要竞争。这意味着中小卖家需要更加注重品牌建设和创新，以在 激烈竞争中脱颖而出。此外，由于线上平台越来越多、产品极大丰富，线下品 牌面临更大的压力，而线上则因同质化和低价竞争变得更加困难。因此，在这 种环境下，通过创新、材料升级以及研发投入来打造差异化产品，将是跨境电 亚马逊调整费用政策，将流量更多分配给头部卖家，淘汰无法盈利的小 卖家，以应对国内新兴平台的冲击和美国经济下滑带来的业绩压力。此 举旨在提高盈利能力，确保长期战略目标。 中国大型跨境电商品牌逐渐冷静，更加专注于欧 ...

Core Insights - The e-commerce industry is gearing up for the "Double 11" shopping festival, with Taobao's cross-border business planning to invest 1 billion yuan in marketing subsidies to help 100,000 merchants double their overseas sales [1][3] - This year's "Double 11" will launch simultaneously in 20 countries and regions, featuring five different language versions to cater to global consumers [1][6] - Taobao's cross-border strategy has evolved significantly over the years, transitioning from a small team catering to overseas Chinese shoppers to a comprehensive international growth plan [2][3] Marketing and Logistics Strategy - Taobao will focus on marketing and logistics during the "Double 11" period, with 1 billion yuan allocated for marketing efforts [3] - New users in 16 countries can participate in a "1 yuan purchase" promotion, and multilingual advertisements will be placed in key locations [3][6] - The logistics network will support cross-border free shipping and returns in 12 overseas sites, with specific regions like Hong Kong and Macau offering zero-threshold free shipping [3][4] Business Model and Market Position - Taobao's cross-border model emphasizes a "0 return and refund, 0 operational cost" approach, allowing merchants to easily sell overseas without additional costs [2] - Since the launch of the "Taobao Tmall Overseas Growth Plan" in 2024, over 1 million merchants have joined the initiative [3] - Taobao's target markets primarily include Southeast Asia and Hong Kong, while AliExpress focuses on Europe, indicating a strategic differentiation between the two platforms [6][8] Competitive Landscape - The cross-border e-commerce sector is highly competitive, with various platforms like SHEIN and Temu adopting different business models [8][9] - Taobao's approach is characterized as a platform model, allowing existing Taobao merchants to sell directly on the overseas Taobao app [8] - The global market presents significant opportunities for growth, with Alibaba aiming to break through domestic growth bottlenecks while actively pursuing international expansion [9]