1月31日，《跨境品牌出海与全域增长论坛》在上海交通大学深圳行业研究院举办。来自深圳市跨境电子商务行业发展促进会、亚马逊全球开店，以及物流 与财税方面的专家齐聚一堂，聚焦新兴市场布局、合规经营、品牌建设等核心议题，为中国企业深耕全球市场支招。 全球化布局，新兴市场成增量引擎 随着市场竞争日趋白热化，以往聚焦北美等单一成熟市场的出海模式正在发生变化。增长迅猛的新兴市场，正成为中国出海企业的增量来源。 亚马逊发布的数据显示，2025 年 1-10 月，中国卖家在亚马逊新兴站点销售额同比增长超 30%，远超美欧成熟站点 15% 的增速，其中拉美巴西站点中国 FBA 卖家销售额同比增长 4 倍，中东沙特、阿联酋等站点部分品类增幅达 45%。 亚马逊全球开店战略大客户拓展及运营高级经理刘阳表示，当前亚马逊新兴国家站点业务增长量已达北美市场的两倍以上。她指出，尽管对于新卖家而言北 美市场依然是不二之选，但欧洲、日本等市场的新机遇同样不容忽视。企业通过布局不同国家站点构建多市场矩阵，才能提升抗风险能力，为长期发展筑牢 根基。 美新物流行业解决方案大客户部负责人刘岩岩则从实操层面给出建议，企业的全球化布局，需要相匹配的物流体 ...

Core Insights - Suzhou is experiencing significant growth in the cross-border e-commerce sector, with local businesses increasingly seeking to expand into international markets through this channel [1] - Professional training in cross-border e-commerce is essential for companies to effectively navigate this evolving landscape [1] Group 1: Basic Concepts and Significance of Cross-Border E-Commerce - Cross-border e-commerce involves transactions between entities in different customs territories, utilizing e-commerce platforms for transactions and logistics [1] - Engaging in cross-border e-commerce allows Suzhou companies to reach global consumers directly, reduce intermediaries, and enhance profit margins [1] - The internet enables businesses to test new products and market responses at lower costs, thereby mitigating operational risks [1] - Cross-border e-commerce aids in building independent brands and increasing international visibility [1] Group 2: Core Content of Cross-Border E-Commerce Training - Market analysis and product selection strategies are fundamental training components, focusing on understanding consumer habits, cultural characteristics, and legal regulations in various regions [2] - Training includes platform operation and store management, covering major platforms like Alibaba International, Amazon Global, and AliExpress, teaching registration, store setup, product listing, and order processing [2] - Cross-border logistics and warehousing management are critical, with training on international courier selection, customs clearance processes, and overseas warehouse setup to optimize logistics and control costs [3] - Cross-border payment methods and risk management are addressed, including various payment options and strategies for managing exchange rate risks and transaction disputes [3] Group 3: Application of Trade Finance Service Platforms - Trade finance service platforms, such as "Yunqiao Cross-Border," support cross-border trade enterprises by addressing financing, payment, and risk management challenges [7] - The platform offers comprehensive services throughout the enterprise's internationalization lifecycle, from exhibition services to digital RMB cross-border settlement [9] - Digital RMB smart contracts enhance payment automation, improving transparency and efficiency while reducing operational costs [10] - The platform's specialized evaluation model for foreign trade enterprises helps lower financing thresholds and increase funding availability [10] - It optimizes cross-border settlement models, providing alternatives to traditional payment methods with benefits like same-day fund availability and no transaction fees [11] Group 4: Practical Value of Cross-Border E-Commerce Training - Professional training equips companies with essential knowledge and skills, facilitating a better understanding of international trade rules and e-commerce operations [13] - Skills learned can be directly applied to store management, product promotion, and customer service, enhancing operational efficiency [13] - Continuous learning is crucial in the rapidly evolving cross-border e-commerce field, necessitating regular training and industry engagement [14] Group 5: Conclusion - Cross-border e-commerce presents new opportunities for Suzhou enterprises to expand internationally, with systematic training enabling them to seize these opportunities effectively [14] - Utilizing financial service platforms like "Yunqiao Cross-Border" can help address operational challenges and enhance competitiveness [14] - As the digital economy evolves, cross-border e-commerce will continue to develop new models and opportunities, requiring companies to maintain a learning mindset for sustainable growth [14]

Core Insights - The global expansion of Chinese sellers in cross-border e-commerce is shifting from opportunistic approaches to strategic global operations, becoming a necessary growth path for brands [2][4][8] - The emergence of AI tools, expanded global logistics networks, and enhanced compliance standards are forming a new foundation for cross-border operations, making the "one listing, sell globally" model increasingly feasible [2][7] Market Dynamics - Latin America is identified as a significant growth market, with a population of 400 million and seasonal differences providing new opportunities for Chinese sellers [4] - In Australia, the market is characterized by low entry barriers and high alignment with Western consumer habits, with Amazon expanding logistics capabilities significantly [5] - The Middle East is experiencing rapid logistics advancements, with Amazon UAE achieving six-minute delivery times, enhancing customer loyalty and accelerating product adoption [5] - India presents a long-term growth opportunity, with a projected market size exceeding $100 billion in five years and a growing middle class [5] Strategic Approaches - Sellers are transitioning from a focus on rapid market entry to a more strategic evaluation of opportunities, emphasizing ROI and compliance [4][6] - The trend of "strategic globalization" is evident, where sellers are increasingly aware of market dynamics, consumer behavior, and logistics infrastructure [6][7] - The shift from merely expanding to managing a global business involves understanding market rhythms and consumer preferences across different regions [7][8] Brand Evolution - The evolution from "cross-border brands" to "global brands" signifies a deeper engagement with international markets, focusing on brand storytelling and lifecycle management [9] - Successful brands are those that not only leverage platform traffic but also build meaningful relationships with global consumers [9][10] - The competitive landscape is evolving, with a focus on long-term brand sustainability rather than short-term sales [9][10]

Core Insights - The 2025 Amazon Global Store Cross-Border Summit will take place in Hangzhou from December 4 to 7, attracting over 10,000 industry professionals, marking the 10th anniversary of Amazon's operations in China and the establishment of the Hangzhou Cross-Border E-Commerce Comprehensive Pilot Zone [1][3] - The summit aims to address the future of cross-border e-commerce amidst the rise of generative AI technology and the reshaping of global consumption patterns, indicating a shift towards more efficient, intelligent, and sustainable development paths [3][4] Group 1: Industry Transformation - Over the past decade, China's cross-border e-commerce has evolved from channel exploration to mature models, transitioning from price competition to value creation [3][4] - The industry is undergoing a profound transformation, moving from a reliance on human labor and experience to a data-driven, technology-enabled, and system-supported approach [5] - The summit will feature discussions on brand and product development, global expansion, innovative operations, and local empowerment, with the announcement of numerous innovative initiatives, including new supply chain solutions and AI applications [4][5] Group 2: Regional Focus and Collaboration - Hangzhou's selection as the summit location is strategic, being the first cross-border e-commerce comprehensive pilot zone in China and a key area for Amazon's deep collaboration with local industries [5][7] - Amazon has signed a new cooperation memorandum with the Zhejiang Provincial Department of Commerce to promote the transformation of 20 characteristic industrial belts over the next three years, aiming to create 200 cross-border e-commerce brands and train 30,000 professionals [7][8] - The collaboration has already enabled 400 leading enterprises in Zhejiang to expand globally through Amazon, with notable successes including companies that have gone public [7][8] Group 3: Brand Development and AI Integration - The essence of cross-border e-commerce is shifting from merely selling products abroad to repositioning Chinese manufacturing within the global value chain, with a focus on brand cultivation [8] - Amazon will provide targeted training and support for foreign trade enterprises with brand-building potential, emphasizing the importance of brand development in the global market [8] - AI technology is reshaping the cross-border e-commerce landscape by enhancing consumer shopping experiences and enabling sellers to transition from experience-driven to data-driven decision-making [9][10] Group 4: Global Expansion Strategy - Amazon has opened 20 international sites to Chinese sellers, including markets in the US, Europe, Australia, the Middle East, and Latin America, broadening their global reach [10][11] - The focus for Chinese sellers has shifted from whether to globalize to how to effectively deepen their global presence, especially in light of increasing macroeconomic uncertainties [11] - The summit represents a pivotal moment for the industry, symbolizing a transition from manufacturing to international brand creation and from human-driven processes to AI empowerment [11]

Core Insights - 2025 marks the 10th anniversary of both China's cross-border e-commerce comprehensive pilot zone and Amazon's operations in China, highlighting a decade of growth in the cross-border e-commerce sector [1] - The "2025 Amazon Global Store Cross-Border Summit" will take place in Hangzhou from December 4 to 7, focusing on themes of AI technology transformation, supply chain innovation, and global expansion opportunities [1][2] - Global retail e-commerce transactions, excluding China, are projected to reach $3.15 trillion in 2025 and exceed $4 trillion by 2029, indicating robust growth in online consumer demand [1] Group 1 - The summit will feature over 10,000 cross-border practitioners discussing industry trends and opportunities [1] - AI technology will be showcased for its integration in product selection, advertising, and supply chain management, aimed at enabling sellers to leverage data-driven insights [2] - Amazon will introduce multiple supply chain innovation solutions to help sellers build resilient and efficient global supply chains [2] Group 2 - The summit will also unveil regional market insights and new site incentive policies to assist sellers in entering new markets effectively [2] - The event will include strategic release sessions, six parallel forums, and an exhibition area of over 20,000 square meters, bringing together Amazon officials, top service providers, AI experts, and successful sellers [2] - Hangzhou has evolved from a "comprehensive pilot" to a "benchmark city" for cross-border e-commerce, with Amazon transitioning from a market tester to an industry leader [2]

Core Insights - The 2025 Amazon Global Selling Cross-Border Summit will take place in Hangzhou from December 4-7, 2025, featuring an upgraded lineup, scale, and content density [1][5] - The summit will unveil Amazon's main strategy for 2026, focusing on empowering quality products, global layout, supply chain innovation, and local services [5] - Over 20 Amazon global vice presidents and key executives will attend, providing a rare opportunity to gain insights into the platform's top-level design and future trends [5] Event Highlights - The summit will be held at the International Expo Center and the Olympic Sports Center Gymnasium, accommodating a large audience of industry elites, sellers, and service providers [5] - Six parallel forums will cover essential growth paths for sellers, including efficient supply chains, product selection and compliance, new seller onboarding, brand building, global market opportunities, and category insights [6][7] - PartnerBoost, a platinum sponsor and SPN service provider, has served over 2,500 clients and integrated more than 100,000 affiliate resources, achieving significant performance boosts during Amazon Prime Day [7] Networking Opportunities - A closed-door dinner event titled "All-Channel Traffic Growth Night" will be held during the summit, featuring discussions on strategic transformations from traffic growth to value growth [8] - The dinner will include Amazon executives and quality sellers, providing a platform for sharing practical experiences and high-level resources [8] - PartnerBoost's Hangzhou office is now operational, welcoming visitors for discussions on potential collaborations for 2026 [9]

Core Insights - The 2025 Amazon Global Store Cross-Border Summit will take place from December 4 to 7 in Hangzhou, marking the 10th anniversary of China's cross-border e-commerce comprehensive pilot zone and Amazon's operations in China [1] - The summit will focus on the theme "Towards Excellence, Innovation, and Globalization," exploring future directions and strategies for cross-border e-commerce empowered by innovative technologies like AI [1][3] - The event is expected to attract tens of thousands of participants, including overseas enterprises, service providers, experts, scholars, and representatives from associations [1][2] Event Structure - The summit will feature four main components: strategic release sessions, six parallel forums, an exhibition area of over 20,000 square meters, and official training camps [2] - Topics of interest will include supply chain management, AI applications, product selection, brand and traffic management, global site expansion, and compliance [2] - The event aims to provide tailored content for various participants, from newcomers to experienced professionals, ensuring practical value through enhanced experiences and extensive networking opportunities [2] Highlights - Key highlights of the summit include the release of dozens of innovative measures, focusing on the application of cutting-edge technologies like AI in operations, product selection, advertising, and supply chain management [3] - Experts and successful sellers will share practical solutions addressing core needs and operational challenges such as cost control, traffic acquisition, product selection strategies, and brand building [3] - A "Super Cross-Border Exhibition Area" will be established to create a comprehensive empowerment experience, facilitating connections among managers, peers, resources, and practical operations [3]

Core Insights - The cross-border e-commerce empowerment conference held on October 17 in Yuncheng County, Heze City, Shandong Province, signifies Amazon's ongoing efforts to deepen its "Global Store" business in China's county economies, aiming to empower local specialty industries and enhance foreign trade development [1][4]. Group 1: Event Overview - The conference took place at the Zixi Chuangcheng Cross-Border E-Commerce Industrial Park and was guided by multiple local government departments, emphasizing a collaborative approach between government and enterprises to tackle challenges faced by local manufacturers in going global [4][5]. - Amazon's initiative is seen as a strategic move to address the urgent needs of county economies, as the growth of cross-border e-commerce is shifting from first-tier cities to third and fourth-tier cities and counties with solid manufacturing bases [4][5]. Group 2: Empowerment Strategies - Amazon aims to break down information and resource barriers by providing direct support to local businesses, offering comprehensive guidance from product selection to brand building, thereby lowering the entry barriers for traditional manufacturers in cross-border trade [5][6]. - The event featured personalized one-on-one consultations with Amazon's global store team, tailored outbound strategies based on local product research, and free access to practical courses and insights to help businesses navigate common pitfalls [6]. Group 3: Government Support - Local government officials highlighted the importance of cross-border e-commerce in driving industrial transformation and expanding external markets, with a commitment to optimizing the business environment and supporting traditional foreign trade enterprises [5][6]. - The collaboration between international platforms like Amazon and local governments is seen as a significant opportunity to unlock the potential of county economies, contributing to the revitalization of Chinese manufacturing and the global consumer market [6].

Core Viewpoint - Chinese brands are transitioning from "going out" to "going in," emphasizing localized operations and marketing capabilities as key to success in international markets [2][4]. Group 1: Market Trends - In 2024, China's cross-border export scale is projected to reach 2.15 trillion RMB, a 16.9% increase from 2023, indicating sustained double-digit growth [4]. - The focus for Chinese brands has shifted from mere sales to long-term value creation, addressing how brands can be understood and trusted by overseas consumers [4][5]. - Global consumers increasingly demand personalized and diverse products, with 87% willing to pay a premium for trusted brands [4]. Group 2: Localization Strategies - Successful localization requires brands to adapt from "functional matching" to "cultural adaptation," tailoring product narratives to different markets [10]. - Marketing localization involves using local languages and cultural symbols to engage consumers, shifting from a self-centered narrative to a collaborative approach with consumers [12]. - Organizationally, brands are moving towards establishing localized teams to enhance operational effectiveness and consumer engagement [14]. Group 3: Consumer Trust - Consumer trust is identified as the ultimate indicator of successful localization, with 28% of overseas consumers citing unfamiliarity and lack of trust as reasons for not choosing Chinese brands [17]. - Building trust requires consistent delivery, service, and communication, creating a "reasonable presence" in consumers' minds [17]. Group 4: Case Studies - The "Sailor Star Plan" showcases various Chinese brands' localized strategies, highlighting the importance of understanding local cultures and consumer preferences [21][28]. - Heybike adjusted its marketing focus from performance to sustainable urban mobility to resonate with European consumers [22]. - Chef Power redefined its brand image in North America by positioning itself as a "modern kitchen partner," moving away from the "Made in China" label [24]. - Letaya utilized consumer insights to create relatable content, enhancing engagement by addressing installation ease for its steel furniture [26]. Group 5: Systematic Support - The collaboration between Amazon Advertising and Amazon Global Selling provides a comprehensive support system for brands, emphasizing the importance of understanding consumer behavior and building brand assets [31][35]. - This partnership enables brands to leverage data for insights, allowing for tailored marketing strategies that resonate with local consumers [35].

Core Insights - Amazon's "Sailor Plan" has evolved into the "Sailor Star Plan," showcasing the globalization journey of 43 Chinese brands over five years, emphasizing the importance of innovative tools and local support in reaching global consumers [1] - The COMIX Qixin brand has launched a short film highlighting its international business team's efforts to expand overseas markets through Amazon, leveraging quality products and efficient supply chains [1][2] - COMIX Qixin is focusing on cross-border e-commerce as a key channel for increasing overseas sales, utilizing Amazon to reach both B2B and B2C markets [4] Group 1 - The "Sailor Star Plan" invites 15 quality Chinese brands to share their stories, providing valuable experiences for other brands looking to expand internationally [1] - The COMIX Qixin brand has adjusted product designs based on local customer needs, leading to increased sales during Amazon's Prime Day [2] - The company is exploring a new path of "B2B start, B2C breakthrough" to deliver quality products to more users [4] Group 2 - COMIX Qixin, a well-known office brand under Qixin Group, has over 30 years of experience in the office sector, focusing on product quality and innovation [6] - The group is applying AI models to enhance efficiency in operations, marketing, and supply chains within the cross-border e-commerce sector [6] - Successful international market exploration by Qixin Group highlights the need for Chinese brands to balance product strength and brand power while responding quickly to market changes [6]