■本报记者汤莉 经历一系列的市场风波，中国跨境电商卖家正积极寻求战略转型，通过多元化市场布局寻找更多的确定 性。跨境支付公司派安盈（Payoneer）近期针对中国区核心客户及长尾客户开展的调研也印证了这一趋 势：高达88％的受访卖家将开发新市场列为经营策略。且企业规模越大，越倾向于多元化发展。在新市 场的开拓中，拉美和东南亚市场凭借其加速释放的市场潜力，为中国跨境电商企业打开了增量蓝海。 低竞争饱和度＋高增长潜力的拉美市场 人口红利、较强的消费能力与意愿、潜在的增长空间共同塑造了拉美跨境电商市场的结构性红利。 拉美拥有约6.5亿人口，人口年龄中位数约31岁，是全球最"年轻"的市场之一。其数字化进程的加速和 日益壮大的中产阶级群体，为跨境电商发展开辟了广阔天地。有市场研究机构预测，到2027年，拉美电 商市场规模将超过1万亿美元，较2023年实现倍增，是全球电商增速最快的地区之一。 秦童表示，东南亚各国纷纷出台利好政策，推动电商行业发展，且东南亚各国与中国的经贸关系密切， 文化相似性高。从基础设施来看，东南亚移动互联网普及率高，移动数据成本不断下降，物流效率大幅 提升，电商基建日趋完善。当地的年轻人口已形成在线 ...

Overview of Tianjin Cross-Border E-Commerce Development - Tianjin is rapidly developing into a high-quality cross-border e-commerce hub, leveraging its geographical advantages, port resources, and policy innovations [1] - The city aims to achieve an annual cross-border e-commerce transaction volume exceeding 100 billion yuan by the end of 2027, accounting for 10% of its total foreign trade [1] Development Stages - Tianjin's cross-border e-commerce has evolved through three stages: pilot city, comprehensive experimental zone, and high-quality development [1] - The city was approved as a pilot city for cross-border e-commerce in September 2015 and became a comprehensive experimental zone in January 2016 [1] Policy Environment - The policy framework has transitioned from an early model to a comprehensive system focusing on four main areas: nurturing business entities, innovating development models, optimizing service supply, and building a robust industrial ecosystem [2] - Key policies include supporting traditional enterprises in cross-border e-commerce and enhancing digital marketing [2] Strategic Positioning - Tianjin aims to be a new engine for cross-border e-commerce development in the Beijing-Tianjin-Hebei region and a national financial innovation demonstration zone [3] - The city is focusing on creating an integrated service system for cross-border e-commerce encompassing customs, inspection, taxation, and logistics [3] Industrial Foundation - Tianjin boasts a complete cross-border e-commerce infrastructure, including bonded logistics centers and a robust transportation network [4] - In 2023, Tianjin Port handled 21.45 million TEUs, a 3.9% increase year-on-year, while Tianjin Binhai International Airport processed 18.73 million passengers and 283,000 tons of cargo [4] Industry Distribution - The cross-border e-commerce industry is concentrated in areas like Binhai New Area and Wuqing District, with a focus on traditional export industries such as hardware and furniture [7] - In 2023, Wuqing District reported a cross-border e-commerce import and export volume of 28.48 million orders [7] Current Development Status - The transaction volume of Tianjin's cross-border e-commerce reached 50.92 billion yuan in 2024, a 43% increase from the previous year, with a target to exceed 100 billion yuan by 2027 [10] - The export volume is growing faster than imports, with an 8% increase in exports in 2024 [10] Advantages of Development - Tianjin's geographical location provides a natural advantage for cross-border e-commerce, being the center of the Bohai Rim region [15] - The city has a strong policy innovation framework that supports the growth of cross-border e-commerce [17] Challenges Faced - Tianjin's cross-border e-commerce faces challenges in scale and competitiveness, with a market share of less than 2% in national cross-border e-commerce [21] - There is a significant talent shortage, particularly in high-level, composite talents [22] - The industry also suffers from a lack of local leading platform enterprises and a fragmented digital ecosystem [23] Strategic Pathways for High-Quality Development - The primary strategy is to nurture and expand business entities, focusing on attracting platform-type and trade-type enterprises [31] - The integration of cross-border e-commerce with traditional industries is emphasized, particularly in sectors like hardware and furniture [32] - Upgrading the logistics system is crucial, with plans to enhance international logistics services and support the establishment of overseas warehouses [33] Recommendations for Development - Policy innovation and implementation are essential for promoting high-quality development in cross-border e-commerce [36] - Building specialized industrial belts and enhancing enterprise capabilities through digital transformation and brand development are recommended [37][38] - Talent development initiatives should focus on attracting high-level professionals and providing continuous learning opportunities [39]