跨境电商这个曾被视为"躺着赚钱"的赛道，进入硬核竞争阶段，跨境电商平台从"效率故事"，逐渐演变为"合规故事""本地化故事""品牌化故事"。 作为"中国跨境电商四小龙"（TEMU、SHEIN、速卖通、TikTok Shop）之一，速卖通将"品牌出海"作为如今最重要的战略。在去年直接向亚马逊宣战后，最 近速卖通又启动了新年首场面向品牌商家的大规模招商，明确"品牌出海+海外托管"作为2026年核心关键词。 编辑 | 周智宇 如果要为过去一年跨境电商行业找一个关键词，"渡劫"或许最为贴切。 关税政策反复、海外监管持续加码、生成式 AI 加速渗透，这三股力量交织在一起，几乎在同一时间重塑了行业运行的底层逻辑。曾经依靠低价、直邮小包 和流量红利快速扩张的跨境电商平台，被迫踩下刹车，重新审视自身模式的可持续性。 作者 | 黄昱 中国跨境电商四小龙在过去一年里几乎同时进入战略调整期。从"全托管神话"到"半托管回归"，从价格战到价值战，跨境电商正在完成一次集体"渡劫"。而 这场洗牌，决定的不只是平台的去留，更是未来中国制造和中国品牌出海的方式。 聚焦"价值战" 作为跨境电商平台中的老大哥，在前两年行业狂飙时，速卖通其实是相对低 ...

1月7日，阿里旗下跨境电商平台速卖通在杭州举办2026年首场出海千人峰会。从会上获悉，速卖通已启动面向优质商家的大规模招商，将深入浙江、广东、 河南等地，为商家提供面对面的政策解读和出海扶持，这些地区也正是亚马逊等跨境平台招募品牌跨境商家的核心产业带。 图：速卖通启动大规模招商，用"海外托管"抢滩品牌出海新主场 在刚刚过去的2025年"黑五"，速卖通已取得关键突破：据Sensor Tower数据，"黑五"开卖首日，速卖通在欧洲市场下载量超过亚马逊。 速卖通攻入亚马逊主场的背后，是其力推的"超级品牌出海计划"——该计划明确提出以亚马逊的一半成本，为品牌带来全新增量，系统性吸引中高端品牌商 家转向速卖通。 海外托管正是其中的重要组成部分。在该服务下，商家只需将商品备入海外仓，平台负责后续营销、用户运营和本地履约。数据显示，过去一年，海外托管 商家GMV实现10倍增长。且家具、家电等大件品类中，超50%成交额来自海外托管。 小米是深度体验速卖通品牌出海计划和海外托管服务的首批品牌。2025年黑五期间，小米POCO F8系列成为速卖通TOP1新品；通过海外托管服务，小米电 视从欧洲本地仓发货，凭借"Local+"标识 ...

Core Insights - AliExpress has launched the "Super Brand Going Global Plan," aiming to challenge Amazon by offering merchants the opportunity to achieve higher sales at half the cost in key markets [1][7] - The shift from low-price competition to brand-focused strategies is a response to the changing international trade environment and increased competition in the cross-border e-commerce sector [2][3] Industry Trends - The cross-border e-commerce landscape has transitioned from a "blue ocean" to a "red ocean," with intensified competition and product homogenization leading to lower profit margins for sellers [3][4] - The urgency for transformation is heightened by external pressures, such as increased tariffs and changing trade policies, particularly affecting the U.S. market [3][4] Company Strategy - AliExpress has seen a 70% year-on-year increase in the number of brands on its platform, with over 500 brands doubling their sales and more than 2,000 brands successfully entering new markets [5] - The platform is focusing on high-ticket and high-tech products, with brand sales gradually surpassing those of lower-ticket items [2][5] Competitive Positioning - AliExpress aims to differentiate itself from other platforms in the "going global" space by providing a more tailored and supportive operational framework for brands, addressing challenges that sellers face on platforms like Amazon [8][9] - The average commission rate for AliExpress is between 8-10%, significantly lower than Amazon's 15-25%, which is part of its strategy to attract more brands [8][9] Long-term Vision - The company is prepared for long-term investments in cross-border globalization, with a focus on brand and multi-dimensional supply strategies rather than solely competing on price [9][10] - Other Alibaba platforms, such as Taobao and Lazada, are also shifting towards brand-focused strategies to escape the low-price competition trap [9][10]

Group 1 - The core viewpoint of the news is that Alibaba's AliExpress is launching a "Super Brand Going Global Plan" to challenge Amazon by allowing merchants to operate at half the cost on Amazon while achieving higher sales in key markets [1] - AliExpress aims to leverage its domestic e-commerce experience to enhance brand marketing and logistics capabilities, thereby reducing the cost of going global for brands [1][5] - The platform will offer lower commission costs, logistics solutions, commercial advertising, and customer service, establishing a dedicated team to support over 2,000 brands with systematic consulting [1][5] Group 2 - The rapid changes in the cross-border e-commerce market are prompting platforms to increase strategic investments, with AliExpress facing pressure from the rapid expansion of competitors like TEMU and SHEIN [5] - In the first half of this year, AliExpress saw a 70% year-on-year increase in the number of new brands, with over 500 brands doubling their sales and more than 2,000 brands entering new overseas markets [5] - AliExpress is differentiating itself from Amazon by offering unique operational scenarios such as purchase limits and promotional offers, which are difficult to implement on Amazon [5][6] Group 3 - The operational and service capabilities of Chinese cross-border e-commerce platforms may become a competitive advantage as they target the mid-to-high-end brand market [6] - Alibaba is prepared for a prolonged competitive battle against Amazon, viewing cross-border globalization as a long-term investment strategy with lower expectations for unit economics compared to Amazon [6]