跨境电商是指分属不同关境的交易主体，通过电子商务平台达成交易、进行电子支付结算，并通过跨境物流送达商品的一种国际商业活动。对于苏州地区的 企业而言，开展跨境电商具有多方面的积极意义。首先，它可以帮助企业直接面向全球消费者，减少中间环节，提高利润空间。其次，借助互联网平台，企 业能够以较低成本测试新产品和市场反应，降低经营风险。此外，跨境电商还能帮助企业建立自主品牌，提升国际知名度。 二、跨境电商培训的核心内容 苏州作为一座经济活跃的城市，近年来在跨境电子商务领域展现出蓬勃的发展势头。越来越多的本地企业开始关注并尝试进入这一领域，希望通过跨境电商 拓展海外市场。在这一过程中，专业的知识和技能培训显得尤为重要。本文将从多个方面介绍苏州跨境电商培训的相关内容，帮助读者优秀了解这一领域。 一、跨境电商的基本概念与意义 培训通常会从市场分析入手，帮助学员了解不同国家和地区的消费习惯、文化特点和法律法规。在此基础上，指导学员如何根据自身优势选择合适的产品品 类，并制定有效的产品定位策略。 2、平台操作与店铺管理 主流的跨境电商平台包括阿里巴巴国际站、亚马逊全球开店、速卖通等。培训会详细讲解这些平台的注册流程、店铺装修、产 ...

作者 戴莉娟 过去十年，中国卖家踏上全球化的方式往往是机会主义式的：抓住一个爆品、踩中一个节点、攻下一两 个成熟站点，就能在跨境电商的浪潮里乘风而上。但 2025 年的跨境现场，已经完全不同。杭州国际博 览中心举行的亚马逊全球机遇与拓展媒体论坛上，多位亚马逊全球高管罕见齐聚，他们不约而同地传递 出一个信号：全球布局不再是选择题，而是中国品牌的增长必修课。 当 AI 工具的普及、全球物流网络的扩容、合规标准的提升构成新一代跨境链的底座之后，"一次上架、 卖向全球"的机制不再只是愿景，而是一个接近可落地的未来版本。与此同时，欧洲、北美、拉美、中 东、印度、澳大利亚等区域呈现出前所未有的差异化增长动力。卖家不再依赖单一站点，而是通过多市 场、多季节、多赛道的组合形成更稳定的增长曲线。跨境电商的地图被重新绘制，中国品牌正在经历 从"站点扩张"向"全球经营"的跃迁。 亚马逊中国副总裁、全球开店新兴市场负责人张琪 在论坛上，亚马逊中国副总裁、全球开店新兴市场负责人张琪给出的判断尤其清晰。过去卖家拓展全球 更多是跟随兴趣或趋势，如今却开始以战略方式审视海外市场。不少年营收超百万美元的卖家开始意识 到，进入新站点的关键不在于 ...

【环球网科技报道 记者 李文瑶】12月4日到7日，一场预计吸引超万名从业者的行业盛会——2025亚马逊全球开店跨境峰会，即将在跨境电商重镇杭州拉开 帷幕。这不仅标志着亚马逊全球开店业务在中国开展运营的十周年，也恰逢中国首个跨境电商综试区——杭州综试区设立十周年。在这一关键时间节点，峰 会落地杭州也被视为观察中国跨境电商产业演进与未来风向的重要窗口。 过去十年，中国跨境电商经历了从渠道探索到模式成熟、从价格竞争到价值创造的深刻变革。未来十年，在生成式AI技术爆发与全球消费格局重塑的背景 下，行业将如何转向更高效、更智能、更可持续的发展路径？本次峰会或试图给出部分答案。 一场峰会，一个行业的十年镜像 据亚马逊方面透露，本届峰会将围绕"向优、向新、向全球"展开，设有战略发布会、六大平行论坛、超2万平方米展区、官方讲堂等多个板块，并将聚焦于 品牌与产品、全球拓展、创新运营、本地赋能四大维度，发布数十项创新举措，包括最新的供应链解决方案，以及AI应用等前沿技术在运营、选品、广告 等多个环节的应用。 "跨境电商未来的潜力还有很大，新消费需求的兴起，AI技术的普及，跨境供应链的变革，都将给跨境电商提供新的增长路径。"亚马逊 ...

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]

共赴年度出海盛会，与平台精英共话增长，开启你的2026新篇 出海人的年度盛宴——2025亚马逊全球开店跨境峰会即将登陆杭州！作为洞察平台风向、链接顶级资源的首选 场合，本届峰会阵容、规模与干货密度全面升级。 PartnerBoost为您梳理了官方参会攻略，助您高效对接，将这次行程的价值"拉满"。 一、2025亚马逊全球开店跨境峰会 · 品牌致远，全域增长 时间：2025年12月4-7日 地点：杭州·国际博览中心 & 奥体AT中心体育馆 1.核心亮点抢先看： ·战略风向标：大会将现场发布2026年亚马逊全球开店主战略，围绕"赋能优品、全球布局、供应链革新、本地 服务"四大维度，全面解读新品、新工具与新政策。这将是制定来年运营策略的关键依据。 ·流量选品与合规：打通选品、引流与合规经营全环节 ·新卖家启航：从0到1系统入门，快速启动跨境业务 ·品牌与增长：聚焦品牌塑造与可持续增长策略 ·全球站点机遇：解读多国市场趋势，捕捉区域蓝海 ·高管集体亮相：超20位亚马逊全球副总裁及核心高管集体亮相，是直接听取平台顶层设计、把脉未来趋势的难 得机会。 ·万人规模盛会： 体育馆级别的行业盛会，汇聚了平台精英、实力卖家和全链路 ...

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]

Core Insights - The narrative of Chinese brands going global is not limited to giants but includes numerous smaller enterprises that are exploring and adapting in unfamiliar markets [1] - The shift from a manufacturing-centric approach to a brand-focused strategy is evident among the new generation of entrepreneurs, who prioritize brand recognition and consumer relationships over mere order fulfillment [2][5] Group 1: Brand Evolution - Chinese brands are transitioning from a reliance on low-cost manufacturing to building brand equity and consumer loyalty, marking a significant evolution in their global strategy [6][7] - Qualfort, a clothing brand, exemplifies this shift by moving from a traditional OEM model to establishing its own brand, emphasizing the importance of advertising as a long-term asset rather than a mere expense [4][14] Group 2: Market Challenges - The complexity of entering new markets is highlighted by the need for localized strategies, as cultural differences can significantly impact product acceptance [7][10] - Companies face the challenge of adapting their products and marketing strategies to diverse markets, requiring a comprehensive overhaul of their approach [7][10] Group 3: Advertising and Brand Building - The role of advertising has evolved from a tool for immediate sales to a critical component of long-term brand relationship building, as demonstrated by the success of Qualfort in utilizing Amazon's advertising tools [14][15] - The "Waterman Plan" series aims to document the diverse strategies of Chinese brands in their global expansion, showcasing both common challenges and unique solutions [8][10] Group 4: Future Directions - The next phase for Chinese brands involves not just selling products but also establishing a lasting presence and preference in various cultural contexts, which requires ongoing engagement with consumers [15][17] - The upcoming "Waterman Plan" series will provide continuous insights into the evolving landscape of Chinese brands going global, offering valuable lessons for other companies [16][17]