来源：伯虎财经 作者 | 楷楷 2025年的跨境电商，开局便是至暗时刻。 1月，美国总统特朗普放话"TikTok不卖就下架"；2月，美国以"芬太尼问题"为由对中国商品加征10%关税，由此开启了长达几个 月的中美关税博弈。 8月，特朗普签署法令，正式取消800美元及以下的中小包裹免税政策，悬在美区卖家头上的关税大刀终于落地。不过，欧洲、日 本等地区的卖家，则仍在忐忑地等待政策落地。 全球贸易政策迎来大震荡，国内对跨境电商行业的监管也进一步趋严。6月，跨境平台报税新规正式落地。 对于跨境电商卖家而言，过去一年可谓风高浪急，悬在他们头上的关税大刀还未落下，另一只监管靴子已经重重踩在了地板上。 当一场接一场的"巨浪"退去以后，跨境电商的新规则也悄然成型。有人在潮退后拾起贝壳，有人扬帆驶向新蓝海，行业开始迈入 一个全新的周期。 告别野蛮增长 对于大部分跨境电商卖家来说，2025年最直观的感受是：不确定性成了最大的确定性。 今年以来，中美关税风波让许多美区卖家心惊胆战，对整个跨境电商行业而言，无疑也是一记暴击。 1月，特朗普借"芬太尼问题"对中国商品加征10%关税；3月，美国以中国拒绝取消报复性关税为由，对中国征收20% ...

" 平台提前布局，卖家焦虑观望。 " 作者丨 周学连 编辑丨覃倩雯 近期，欧盟理事会正式通过决议，拟提前两年取消150欧元以下进口小额包裹的关税豁免，最快于2026年 生效。与此同时，每个进口包裹将额外收取约2欧元的处理费，用于支付清关和检验成本。 这一政策调整，将直接冲击依赖低价小包的跨境平台和卖家。根据欧盟统计，2024年有46亿件低价值包 裹进入欧盟，其中91%来自中国。 这一举措与今年上半年美国取消T86的做法如出一辙。雷峰网了解到，当时Temu美国被迫紧急提价，全 托管模式前端价格直接上涨20%，半托管模式下单件产品价格增加0.3至0.6美金，导致短期单量出现大幅 下滑。 如今面对欧洲即将税改，跨境小包的日子同样不好过。卖家关林算了一笔账，"过去一单售价€12.9的蓝牙 耳机，刨去成本和运费，能有¥8利润；如今新政叠加处理费后，若维持原价则亏损，若提价至€16.9，转 化率直接腰斩。"（如你也面临相似境遇，欢迎添加微信 xl120429 交流。） 在此背景下，一个关键问题浮出水面：当免税红利彻底终结，平台靠什么守住欧洲市场？而数以万计依赖 小包生存的中小卖家，又是否还有转型窗口？ 01 Temu上线 ...

Core Insights - The end of the "tax-free era" for small packages is leading to a profound restructuring of the cross-border e-commerce ecosystem, with significant impacts on China's cross-border e-commerce industry [1][3][9] - Major economies, including the US, EU, and Japan, are tightening or abolishing tax exemptions for small packages, creating new trade barriers under the guise of trade protectionism [1][3][10] - The report from the Internet Economy Research Center outlines strategies for short-term survival, mid-term transformation, and long-term upgrades for Chinese cross-border e-commerce [1][2][32] Chapter Summaries Chapter 1: The End of the "Tax-Free Era" for Small Packages - The tax-free policy for small packages has evolved over nearly a century, becoming a key driver for cross-border e-commerce [2][3] - The US has suspended tax exemptions for packages under $800 starting August 29, 2025, marking a significant policy shift [3][19] Chapter 2: The Wave of Policy Adjustments - Developed economies are shifting towards trade protectionism under the banner of "tax fairness," impacting global trade dynamics [3][10] - Emerging markets are quickly following suit, raising barriers from Asia to Latin America [3][10] - The cumulative effect of these policies presents a comprehensive challenge to China's cross-border e-commerce [3][10] Chapter 3: In-Depth Impact Analysis - The low-cost advantage of Chinese cross-border e-commerce is under severe pressure due to rising costs from tariffs and compliance [4][16] - The logistics model is undergoing a revolution, with a shift from direct shipping to overseas warehouse strategies [20][26] Chapter 4: Strategies for Breaking Through - Short-term strategies focus on survival, including cost control and pricing optimization [27][31] - Mid-term strategies emphasize transforming business models and diversifying markets [28][29] - Long-term strategies aim for brand building and enhancing supply chain resilience [30][32] Chapter 5: Conclusion - The cancellation of tax-free policies presents both challenges and opportunities, necessitating a transformation in the cross-border e-commerce sector [32]

Core Viewpoint - The recent financial report of Cross-Border E-commerce company, Cross-Border Tong (002640), reveals significant challenges in its transformation efforts, with a notable decline in revenue and an increase in losses, indicating a critical period for the company's survival and adaptation in the market [1][2]. Financial Performance - For the first three quarters of 2025, the company reported total revenue of 4.018 billion yuan, a year-on-year decrease of 4.30% [1]. - The net profit attributable to shareholders was a loss of 16.8253 million yuan, which is a reduction in loss of 0.9384 million yuan compared to the same period last year, reflecting a year-on-year "increase in profit" of 5.28% [1]. - The non-recurring net profit attributable to shareholders saw a significant reduction in loss by 44.98% [1]. Quarterly Analysis - In the third quarter, the company achieved revenue of 1.388 billion yuan, a year-on-year increase of 8.43%, but the net profit attributable to shareholders was a loss of 10.9446 million yuan, a year-on-year decline of 71.56% [3]. - The non-recurring net profit also decreased by 31.42%, highlighting the contradiction of increasing revenue without corresponding profit [3]. Debt and Cash Flow - As of the end of the third quarter, the company had total liabilities of 2.6 billion yuan, with a cash flow from operating activities of -147 million yuan, a significant decline of 356.16% year-on-year [4][5]. - The company’s monetary funds stood at 288 million yuan, while current liabilities reached 2.09 billion yuan, resulting in a short-term debt repayment ratio of less than 16% [4]. Strategic Challenges - The company faces several strategic challenges, including the need to focus on core categories and quality channels to enhance product value and profitability, improve supply chain and cash flow management, and resolve historical issues to restore investor confidence [5]. - The market shows a divided outlook on the company's future, with some investors cautiously optimistic about its transformation, while others remain concerned due to ongoing financial difficulties and historical compliance issues [3][5].

Core Viewpoint - The financial report of Cross-Border E-commerce company, Cross-Border Tong, for Q3 2025 shows significant challenges, with total revenue declining and net losses widening, indicating a critical period for the company's transformation efforts [2][3][4]. Financial Performance - For the first three quarters, the company achieved total revenue of 4.018 billion yuan, a year-on-year decrease of 4.30% [2][5]. - The net loss attributable to shareholders was 16.83 million yuan, a reduction in loss of 0.9384 million yuan compared to the same period last year, reflecting a year-on-year "increase in profit" of 5.28% [2][5]. - The net profit excluding non-recurring items saw a significant reduction in loss by 44.98% [2][5]. - In Q3 alone, revenue was 1.388 billion yuan, an increase of 8.43% year-on-year, but the net loss attributable to shareholders was 10.94 million yuan, a decline of 71.56% [4][5]. Operational Challenges - The company is facing a transformation pain, with cash flow net amount dropping over 300% and a single-quarter loss expanding by 70% [2][4][7]. - The company has a total debt of 2.6 billion yuan, with cash flow net amount at -1.47 billion yuan, indicating severe liquidity issues [7]. - Inventory has decreased by approximately 70% year-on-year, improving turnover efficiency, but the company still faces significant risks with a short-term debt ratio below 16% [7]. Industry Context - The global cross-border e-commerce industry is experiencing intense competition, with rising costs for independent site traffic and fluctuating platform policies [8]. - The company’s DTC brand ZAFUL is facing pressure from emerging giants like SHEIN, while the transition from distribution to agency operations in the import sector is not yet compensating for revenue gaps [8]. - Analysts suggest that the company must focus on core categories, enhance supply chain management, and resolve historical compliance issues to reverse its declining trend [8].

Core Viewpoint - The company "Kua Shu" has experienced a dramatic decline from being a prominent player in the cross-border e-commerce industry to facing significant financial losses and management upheaval, highlighting the volatility and risks inherent in the e-commerce sector [2][22]. Company Overview - Kua Shu Technology Co., Ltd. was founded in 2010 by Xiao Siqing in Shenzhen, initially capitalizing on the advantages of China's supply chain and overseas platforms [4]. - The company adopted a primitive inventory model, leveraging multiple accounts on platforms like Amazon and eBay to upload a vast number of SKUs, achieving revenue of 233 million yuan in 2014 [4][9]. Growth and Expansion - From September 2014 to January 2017, Kua Shu raised 1.69 billion yuan in several funding rounds, increasing its valuation from 500 million to 3.4 billion yuan [7]. - By 2018, the company had expanded its workforce from under 500 to 2,700 employees, with over 1 million SKUs and operations in more than 200 countries [9]. Peak Performance - In 2020, Kua Shu reported revenue of 5.027 billion yuan and a net profit of 416 million yuan, marking its peak performance [9][12]. - The company emphasized product development speed and a wide variety of offerings, relying on high-volume listings rather than brand strength [9]. Decline and Challenges - In 2021, Kua Shu faced significant setbacks as Amazon began cracking down on violations, resulting in the suspension of 284 stores and a loss of over 100 million yuan in frozen funds [12][14]. - The company's revenue plummeted to 1.764 billion yuan in 2021, a 64.91% decrease year-over-year, with a net loss of 2.676 billion yuan [12][14]. Financial Struggles - Kua Shu's financial situation worsened, with cumulative losses exceeding 4.519 billion yuan over four years, leading to a negative net asset position and a risk of delisting [14][22]. - The company reported revenues of 774 million yuan in 2022 and 464 million yuan in 2023, reflecting declines of 56.11% and 40.01%, respectively [14][22]. Management and Control Issues - In 2024, Kua Shu underwent bankruptcy restructuring, with significant changes in ownership and management, leading to the departure of the founding team [15][21]. - Internal conflicts escalated, resulting in legal disputes and challenges to the board's control, culminating in a new management team taking over in October 2024 [21][22]. Industry Context - The cross-border e-commerce landscape has shifted from a focus on inventory-heavy models to a more refined approach emphasizing quality and adaptability [22]. - The challenges faced by Kua Shu reflect broader industry trends, including increased platform regulations and rising operational costs, necessitating a shift in strategy for survival [22][23].

Core Insights - The financial report of Huakai Yibai for Q3 2025 shows a stark contrast with revenue maintaining double-digit growth while net profit significantly declines, indicating strategic adjustments and transformation pains amid industry changes [2][5] Company Overview - Huakai Yibai, established in 2009, transitioned from a design studio to a leading player in cross-border e-commerce after acquiring Yibai Network in 2019 [3] - The company operates with a diversified business model, including Yibai Network focusing on general product operations, Tongtuo Technology on premium products, and Yimai Ecological Platform empowering merchants, with over 1 million SKUs and more than 10 branches globally [3] - In 2023, Huakai Yibai acquired Tongtuo Technology for 540 million yuan, enhancing its supply chain and overseas warehouse capabilities, marking a significant industry consolidation event [3] Financial Performance - For the first three quarters of 2025, Huakai Yibai reported total revenue of 6.74 billion yuan, a year-on-year increase of 10.21%, but net profit dropped to 49.41 million yuan, a decline of 73.90% [5][6] - The third quarter saw revenue of 2.20 billion yuan, a decrease of 15.10%, marking the first quarterly revenue decline in the reporting period, with net profit falling by 76.87% to 12.67 million yuan [5][6] - Operating cash flow was a highlight, with a net cash flow from operating activities of 579.36 million yuan, representing a 239% increase, and free cash flow accounting for 3.71% of revenue [8] Industry Context - The cross-border e-commerce sector faces challenges from frequent policy adjustments, rising compliance requirements, and increased international trade friction, leading to heightened competition and price wars [7] - Huakai Yibai's reliance on Amazon remains significant, with over 60% of sales coming from this platform, indicating vulnerability to platform policy changes [7] - The integration of Tongtuo Technology is ongoing, with the latter achieving profitability in H1 2025, contributing 2.82 million yuan to net profit, but full synergy realization will take time [7] Strategic Adjustments - The company is focusing on optimizing its business structure and improving asset quality, which has slowed revenue growth [7] - Inventory management has improved, with inventory levels decreasing by 30.38% to 1.27 billion yuan by the end of Q3 2025, enhancing operational efficiency despite short-term profit pressures from increased promotions [7] - The Yimai Ecological Platform is rapidly growing, with over 339 partner merchants, a 23.27% increase from the end of 2024, potentially becoming a new growth engine for the company [8] Comparative Analysis - Huakai Yibai's performance contrasts sharply with competitors like Daotong Technology, which expects a net profit of 710 to 738 million yuan for the same period, highlighting the advantages of focusing on vertical markets and technological innovation [9] - The industry trend indicates that reliance on traditional distribution models is becoming unsustainable, emphasizing the need for Huakai Yibai to enhance product value and diversify its platform offerings to overcome transformation challenges [9]

Core Insights - The article highlights the contrasting financial performance of Huakai Yibai, a leading player in China's cross-border e-commerce sector, with revenue showing double-digit growth while net profit significantly declined due to industry changes and strategic adjustments [2][6][10] Financial Performance - For the first three quarters of 2025, Huakai Yibai reported total revenue of 6.74 billion yuan, a year-on-year increase of 10.21%, indicating resilience in its business fundamentals [6][7] - However, the net profit attributable to shareholders plummeted by 73.90% to 49.41 million yuan, with the non-recurring net profit dropping by 81.12% to 35.18 million yuan [6][7] - In Q3 2025, the company experienced a revenue decline of 15.10% to 2.20 billion yuan, marking the first quarterly year-on-year revenue drop during the reporting period [6][7] Cost and Profitability Challenges - The company's operating costs increased by 14.32% to 4.54 billion yuan, while total expenses rose by 11.67% to 2.12 billion yuan, outpacing revenue growth and compressing profit margins [6][8] - The gross profit margin was negatively impacted by increased promotional activities aimed at clearing inefficient inventory, alongside rising warehousing and logistics costs [8][9] Strategic Adjustments and Market Conditions - The cross-border e-commerce industry is facing heightened competition, frequent policy adjustments, and rising international trade friction, leading to increased operational uncertainties [8][10] - Huakai Yibai is focusing on optimizing its business structure and enhancing asset quality, which has resulted in a slowdown in revenue growth [8][10] - The company remains heavily reliant on Amazon, with over 60% of sales coming from this platform, exposing it to risks from potential policy changes [8][10] Cash Flow and Future Outlook - Despite profitability pressures, Huakai Yibai's cash flow remains strong, with net cash flow from operating activities reaching 579 million yuan, representing a 239% increase [9][10] - The company’s ecosystem platform, Yimai, is rapidly growing, with the number of partner merchants exceeding 339, a 23.27% increase from the end of 2024, indicating potential for future growth [9][10] - Analysts suggest that the worst may be over for Huakai Yibai, with expectations for a recovery in performance in 2025 [10]

Core Insights - The article highlights the transformative impact of Shopee's overseas warehouse system on cross-border e-commerce in Southeast Asia, enabling Chinese sellers to efficiently tap into a market of 600 million consumers [1][6] - Shopee's collaboration with industry leaders like Dou Warehouse and Hai Xing Warehouse has redefined logistics and supply chain management, significantly reducing delivery times and enhancing operational efficiency [3][4] Group 1: Shopee's Strategic Initiatives - Shopee has established a regional supply chain network that compresses delivery times from weeks to just 1-3 days through its "Global Business Acceleration Program" [3] - The company offers incentives such as 500 yuan coupons and waived listing fees for early adopters, enhancing seller engagement and participation [3][4] Group 2: Operational Excellence - Hai Xing Warehouse has achieved a remarkable 99.99% fulfillment rate within 24 hours, processing over 20,000 orders daily at its Kuala Lumpur facility, showcasing its operational capabilities [4] - The integration of smart algorithms and localized services has optimized inventory management and improved customer experience across multiple countries [4][6] Group 3: Market Transformation - The shift from a broad "pushing products overseas" strategy to a more refined operational approach allows sellers to manage overseas markets similarly to local stores, enhancing customer satisfaction [6] - Shopee's strategic foresight in establishing overseas warehouses has positioned early adopters for success in the evolving landscape of cross-border e-commerce [6]

Core Insights - AliExpress has launched the "Super Brand Going Global Plan," aiming to challenge Amazon by offering merchants the opportunity to achieve higher sales at half the cost in key markets [1][3][5] - The shift from low-price competition to brand-focused strategies is a response to the saturated market and increasing operational challenges faced by sellers [2][4][6] Industry Trends - The cross-border e-commerce landscape has transitioned from a "blue ocean" to a "red ocean," with intensified competition and product homogenization [2][4] - The urgency for transformation is heightened by external pressures, such as increased tariffs and a more conservative trade environment [4][5] Company Strategy - AliExpress has seen a 70% year-on-year increase in the number of brands on its platform, with over 500 brands doubling their sales [5] - The platform's focus on high-ticket and high-tech products is evident, with brand sales gradually surpassing low-ticket items [1][5] Competitive Positioning - AliExpress aims to differentiate itself from other platforms by providing a comprehensive brand service team and a systematic approach to brand expansion [5][6] - The platform's commission rates are significantly lower than Amazon's, which may attract more merchants [6][7] Long-term Vision - AliExpress is prepared for long-term investments in cross-border globalization, with a lower expectation for immediate profitability compared to Amazon [8] - Other Alibaba platforms, such as Taobao and Lazada, are also shifting towards brand-focused strategies to escape low-price competition [9][10]