南方财经21世纪经济报道记者李莹亮实习生黄淼 在竞争激烈的东南亚电商市场，长期存在"烧钱"换增长的发展模式。2024年7月，东南亚电商平台 Lazada首次实现单月盈利，标志着其完成关键蜕变，这不仅是企业自身的里程碑，更折射出东南亚电商 竞争逻辑的整体演进。 2012年，Lazada在新加坡诞生。彼时东南亚电商市场仍是一片蓝海，线上购物仅占零售总额1%。初期 Lazada采用自营模式销售库存商品，逐步拓展至东南亚六国，上线仅三年商品交易总额(GMV)便超10亿 美元。2016年，Lazada正式加入阿里大家庭，成为阿里电商全球化战略的重要一环。阿里体系的全面赋 能，系统性导入了成熟的"AI驱动"战略、电商运营方法论及庞大供应链网络，使Lazada迅速成为东南亚 最早广泛落地人工智能的电商平台之一，快速完成向现代化数字商业平台的跨越。 Lazada的发展历程，验证了在陷入低价竞争循环的新兴市场中，通过清晰的战略聚焦与深刻的生态协 同，能够实现高质量、可持续增长。未来，谁能更精准定义消费者价值、以更高效率实现交付，将有望 主导下一个竞争阶段。在中国跨境电商入局后的东南亚市场，一场从"流量战争"迈向"价值竞争"的深 ...

Core Viewpoint - The collaboration between Lazada and Tmall aims to create a seamless cross-border e-commerce experience in Southeast Asia, leveraging Tmall's brand strength and Lazada's local market knowledge to enhance brand supply and consumer experience [1][15][19]. Group 1: Project Overview - Lazada has initiated the "One-Click Easy Overseas" project, allowing Tmall merchants to sell products in five Southeast Asian markets: Malaysia, Singapore, Thailand, Vietnam, and the Philippines [1][2]. - Tmall and Lazada's integration is designed to simplify the process for merchants, enabling them to quickly enter the Southeast Asian market without the need for extensive local operations [11][12]. Group 2: Strategic Differences - Each platform has distinct strategies: Tmall focuses on a diverse product range with a "light" approach, while Lazada aims to build a quality marketplace emphasizing brand recognition [4][5][6]. - Tmall's model is about helping merchants sell domestic products abroad, whereas Lazada's goal is to import global brands to serve local consumers [6][10]. Group 3: Market Dynamics - Southeast Asia has a growing middle class of approximately 150 million people who are willing to pay for quality and service, indicating a demand for branded products [9][19]. - The e-commerce penetration rate in Southeast Asia is lower than in China, with brand e-commerce GMV accounting for only 30%, highlighting a significant market opportunity [9][10]. Group 4: Competitive Landscape - The Southeast Asian e-commerce market is competitive, with platforms like Shopee and TikTok Shop also vying for brand partnerships and consumer attention [18][19]. - Lazada's early entry and established brand mall (LazMall) provide a competitive edge, but ongoing support and effective operations are crucial to retain brands [18]. Group 5: Implementation Challenges - Successful execution of the integration depends on local acceptance and the ability to adapt to diverse consumer preferences across Southeast Asian countries [17][18]. - The project must address potential conflicts with existing local distributors of international brands to ensure effective market growth [18][19]. Group 6: Future Outlook - The upcoming Double 11 shopping festival will serve as a critical test for the Lazada and Tmall collaboration, measuring buyer growth, profitability, and transaction scale [20]. - The partnership represents a strategic exploration of how Chinese brands can establish a foothold in overseas markets, focusing on quality supply and consumer trust for sustainable growth [20].