天猫国际知名品牌代运营服务商，是指为海外品牌提供在天猫国际平台上全面运营服务的专业机构。这些服务商帮助品牌完成从店铺开设、商品上架、营销 推广、销售管理到物流售后等全链路业务，助力品牌高效拓展中国市场。随着跨境电商成为全球贸易新引擎，这类服务商已成为连接海外品牌与中国消费者 的关键桥梁，其专业能力直接影响品牌在中国市场的落地效果与长期增长。 天猫国际作为阿里巴巴集团旗下的进口电商平台，是海外品牌进入中国市场的主流渠道之一。然而，由于中国市场在消费习惯、法规政策、平台规则、营销 模式等方面与海外存在显著差异，许多海外品牌自营面临诸多挑战。代运营服务商因此应运而生，扮演着"本土化战略伙伴"的角色。 其核心价值体现在： | 服务范围 | 服务内容 | 服务标准 | | --- | --- | --- | | 品牌运营 | 人群定位、产品上新、商品上下架无线端运营、品牌 策划营销、产品卖点分析及文案设计、手淘搜索优 | 根据产品数据和甲方需求定 | | | 化、手淘首页优化、宝贝权重提升优化、运作成本及 | 案对每个维度数数据设定达 | | | 利润分析、同行优劣势对比分析淘宝群与老客户营 | 标及制定执行计划 | ...

Core Insights - The article highlights the surge of global brands entering Tmall International ahead of the major shopping event, Double 11, with 1,724 overseas brands opening their first stores by Q3 2025, and a notable increase in new brand entries in September, which saw a 16% month-on-month growth [1][4]. Group 1: Brand Entry and Growth - In Q3 2025, 657 new overseas brands joined Tmall International, averaging 7 new brands per day [1]. - The new brands come from 43 countries, with the highest numbers from the US, South Korea, Australia, Japan, and New Zealand; South Korea showed the fastest growth rate, exceeding 40% year-on-year [1][4]. - The most popular categories for these brands include oral anti-aging, ingredient skincare, infant nutrition, pet health, and hair care, indicating a strategic focus on trending consumer demands [1]. Group 2: Sales Performance and Consumer Engagement - Brands like Weverse Shop, which entered Tmall International in June, quickly achieved sales exceeding 3 million, demonstrating the platform's effectiveness in reaching import-hungry consumers [4]. - The Tmall International Global Rising Star Brand List for Q3 2025 features brands like COVERNAT, BORJOMI, and Moonwalkers, selected based on business scale, brand influence, and consumer preference [5]. Group 3: Product Strategy and Market Positioning - COVERNAT targets young Chinese consumers with personalized offerings, ensuring sufficient stock for the Double 11 event [8]. - BORJOMI, known as the "Hermès of water," launched its products in August and quickly became a bestseller, planning to introduce new flavors for Double 11 to meet rising demand [8]. - Moonwalkers aims to introduce its AI-powered footwear to tech-savvy Chinese consumers during Double 11, enhancing brand visibility [8]. Group 4: Support Policies for Overseas Brands - Tmall International has implemented various support measures for overseas brands, including increased commission rebates and a "shared deposit" policy that reduces the entry barrier by cutting the flagship store deposit by 50% [9]. - As Double 11 approaches, Tmall is enhancing its support initiatives to streamline the cross-border supply chain, allowing new brands to start selling within two weeks of joining [9].

Core Insights - The cross-border e-commerce market in China is projected to reach 17.66 trillion yuan in 2024, reflecting a 4.8% increase from 16.85 trillion yuan in 2023 [1] - Cross-border e-commerce transactions are expected to account for 40.27% of China's total goods trade import and export value of 43.85 trillion yuan in 2024 [1] - The penetration rate of cross-border e-commerce in China has increased from 38.86% in 2020 to 40.35% in 2023 [1] Industry Structure - The cross-border e-commerce industry consists of three main types: export cross-border e-commerce platforms (e.g., Amazon, eBay, TikTok), import cross-border e-commerce platforms (e.g., Tmall Global, JD International), and cross-border e-commerce service providers (e.g., Ant International, PingPong) [2] - In 2024, the export share of cross-border e-commerce is expected to be 77.6%, while imports will account for 22.4% [2] Market Dynamics - The rise of emerging platforms like Temu and TikTok has intensified competition in the cross-border e-commerce sector [1] - The industry is experiencing pressure due to the introduction of new models such as full-service management, impacting sellers' opportunities [1] - In 2024, there were 17 financing events in the cross-border e-commerce sector, a decrease of 22.73% year-on-year, with total financing amounting to 408 million yuan, down 97.4% from the previous year [2]

Core Viewpoint - The article discusses the decline and eventual shutdown of the Kaola Haigou app, highlighting its inability to innovate product offerings and compete effectively in the cross-border e-commerce market, particularly against Tmall International [2][6][16]. Group 1: Company History and Transition - Kaola Haigou, originally known as NetEase Kaola, was sold to Alibaba in 2019 and rebranded. The app was officially taken down on March 31, 2025, but signs of its decline were evident much earlier [3][4][6]. - The app's user base and operational team significantly shrank after a major downsizing in October 2021, where the team was reduced from over 400 to just a few dozen [6][7]. Group 2: Market Position and Competition - In Q3 2021, Tmall International surpassed Kaola Haigou with a market share of 37.4% compared to Kaola's 26.0%, indicating a shift in consumer preference [7][8]. - Monthly active users for Kaola Haigou dropped from 7.42 million in July 2020 to 6.44 million by September 2021, reflecting a downward trend in engagement [7][8]. Group 3: Product Offering and Consumer Behavior - The product mix of Kaola Haigou was heavily concentrated on a few categories such as milk powder, diapers, cosmetics, and health products, leading to stagnant growth due to a lack of new offerings [13][14]. - Employees noted that many consumers shifted to Tmall International for better prices, indicating a loss of competitive edge for Kaola Haigou [8][14]. Group 4: Strategic Misalignment - After its acquisition, Kaola Haigou faced strategic misalignment with Tmall International, leading to overlapping services and products, which diluted its unique value proposition [16][18]. - The marketing costs for Kaola Haigou were higher than those for Tmall International, making it difficult to attract and retain users effectively [18][19].

Core Viewpoint - The article discusses the quiet shutdown of the Kaola Haigou app, previously known as NetEase Kaola, highlighting its decline in the competitive cross-border e-commerce market, particularly against Tmall International [1][2][4]. Group 1: Company Background and History - NetEase Kaola was launched in January 2015, benefiting from favorable cross-border e-commerce policies and leveraging NetEase's ecosystem for customer acquisition [6][8]. - In 2019, NetEase sold Kaola to Alibaba, which rebranded it as Kaola Haigou, but the app has now been taken offline [2][4]. Group 2: Market Position and Competition - By Q3 2021, Tmall International held a market share of 37.4%, surpassing Kaola Haigou's 26.0%, indicating a significant shift in competitive dynamics [4]. - In 2021, Kaola Haigou's operational team was drastically reduced from over 400 to just a few, reflecting a lack of confidence in its future [4][11]. Group 3: User Engagement and Performance Metrics - Monthly active users for Kaola Haigou dropped from 7.42 million in July 2020 to 6.44 million by September 2021, with further declines expected [5]. - By late 2022, Kaola Haigou's app ranked 58th in the App Store's shopping category, trailing behind lesser-known competitors [5]. Group 4: Strategic Challenges - Kaola Haigou faced an identity crisis post-acquisition, as it competed directly with Tmall International, leading to overlapping products and services [10]. - The app's marketing costs were higher than Tmall International's, and its user retention was hindered by the need to redirect users from a high-frequency shopping environment (Taobao) to a low-frequency one (Kaola Haigou) [10][12]. Group 5: Future Outlook - The article suggests that the cross-border e-commerce segment may struggle to sustain independent platforms like Kaola Haigou, as evidenced by the closure of similar businesses [9]. - The success of membership-based models like Sam's Club indicates that there is potential for imported goods, but Kaola Haigou's operational model may not be viable in the long term [9].

Core Viewpoint - The article discusses the decline of Kaola Haigou, a once-leading cross-border e-commerce platform, after its acquisition by Alibaba, highlighting its transformation from a market leader to a supporting role within Alibaba's ecosystem [5][19][50]. Group 1: Kaola Haigou's Decline - Kaola Haigou has become inactive, with its app removed from major app stores and its website inaccessible [6][18]. - After being acquired by Alibaba for $2 billion in 2019, Kaola's market share was 27.7%, making it the industry leader at that time [11][20]. - Following the acquisition, Kaola underwent significant restructuring, losing its independent brand identity and becoming an auxiliary to Tmall International [14][16][39]. Group 2: Market Changes and Challenges - The shift in market trends towards fresh e-commerce and live streaming has diminished the appeal of vertical e-commerce platforms like Kaola [26][30]. - By 2021, Kaola's market share had dropped to 22.4%, and it continued to decline in the following years [49]. - The membership-based e-commerce model that Kaola attempted to implement failed to establish itself as a standalone business model, leading to a loss of competitive advantage [29][30]. Group 3: Integration into Alibaba's Ecosystem - Kaola was rapidly integrated into Alibaba's ecosystem, with significant personnel changes and resource allocation to Tmall International [36][44]. - The original logistics and supply chain capabilities of Kaola were absorbed into Alibaba's broader logistics network, diminishing its operational independence [45][67]. - Despite its exit from the market, the resources and user base of Kaola have been effectively utilized to bolster Tmall International's position, which now holds nearly 40% of the market share [68][69].

Core Insights - Kaola Haigou has completely disappeared ahead of the 618 shopping festival, with its app removed from stores and its website inaccessible [1][8] - The platform, once a leader in the cross-border e-commerce sector, has become a "discarded child" of Alibaba after its acquisition [8] Group 1: Company History and Acquisition - Kaola Haigou, originally known as NetEase Kaola, was acquired by Alibaba for $2 billion (approximately 14 billion RMB) in 2019, which significantly increased Alibaba's market share in cross-border e-commerce to over 50% [5][10] - Following the acquisition, Kaola underwent deep restructuring, losing its independent platform status and becoming an auxiliary role within the Tmall International ecosystem [6][7] Group 2: Market Position and Performance - At its peak in 2019, Kaola held a market share of 27.7%, leading the cross-border e-commerce industry [9] - However, by 2021, its market share had declined to 22.4%, and it continued to fall behind Tmall International [27] Group 3: Strategic Integration and Challenges - The integration process involved significant personnel changes, with a drastic reduction in the business team from over 400 to less than 20 by 2022 [21][19] - Kaola's resources, including its supply chain and logistics capabilities, were gradually absorbed into Tmall International, diminishing its independent operational capacity [26][27] Group 4: Broader Implications of Alibaba's Acquisition Strategy - Alibaba's acquisition strategy often leads to the loss of independent growth potential for acquired companies, as seen with other brands like Youku and Xiami Music [28][30] - The shift towards a platform model in Tmall International has made self-operated models like Kaola's less viable, reflecting a broader trend in Alibaba's business strategy [32][33]