出海电商四小龙的2024：谁能在东南亚走得更远？
<!----><style type="text/css">html{font-size:375%}</style><link href="https://pic.app.58cammp.com/static/publish/css/style.css?v=20240712" rel="stylesheet" position="1" data-qf-origin="/static/publish/css/style.css?v=20240712"><!-- 付费贴--> <div class="preview_article "> <!----> <section style="-webkit-tap-highlight-color: transparent; margin-bottom: 0px; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; text-align: left; visibility: visible;"><img class="rich_pages wxw-img" style="-webkit-tap-highlight-color: transparent; outline: 0px; width: 578px; height: 341px; visibility: visible !important;" src="https://pic.app.58cammp.com/FqphR5kQtZRGfDZSdwkDDD6wWN89" /></section><section style="-webkit-tap-highlight-color: transparent; margin-bottom: 0px; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; 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visibility: visible;"><section style="-webkit-tap-highlight-color: transparent; outline: 0px; background-color: #999999; color: #fefefe; visibility: visible;"> 一号说<span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 15px; visibility: visible;">：</span> <span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 15px; font-family: Calibri; text-align: center; letter-spacing: 0.544px; visibility: visible;"> </span></section><section></section><section> <span style="-webkit-tap-highlight-color: transparent; outline: 0px; letter-spacing: 0.544px; color: #a3a3a3; font-style: italic; font-size: 15px; font-family: 宋体; visibility: visible;"> </span></section><p style="-webkit-tap-highlight-color: transparent; outline: 0px; text-align: center; visibility: visible;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 15px;"><span style="color: #a3a3a3; font-size: 15px; letter-spacing: 0.544px; text-decoration: none solid #a3a3a3;">热钱逐步退潮</span></span></p></section></section></section><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;"> </span></p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">2024年已步入尾声，如果要选出今年电商行业的焦点词汇， “出海”一定榜上有名。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">在跨境贸易成为“风口”的这些年里，东南亚被许多商家视作出海热土，“出海四小龙”—<strong>Temu、TikTok、速卖通、Shein</strong>更是早早布局。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">东南亚电商领域的迅速腾飞已不用过多赘述。根据市场研究机构eMarketer发布的数据，2023年全球零售电商市场增速排名中，东南亚地区增速高达18.6%，位居全球各区域首位。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">根据谷歌、淡马锡和贝恩联合发布《2024年东南亚数字经济报告》，2024年东南亚地区的数字经济将同比增长 15%，总规模达到 2630 亿美元。其中，电商仍是东南亚数字经济中的支柱行业，GMV将达到1590亿美元，折合人民币约1.14万亿元，规模较同比增长15%。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">敏锐的中国资本早已在这巨大的增量市场中嗅到了机会。墨腾创投《2024 年东南亚电商报告》以GMV 及市场份额列出的“2023 年东南亚前八大跨境电商平台”中，排名前四的平台Shopee、Lazada、TikTokShop、Tokopedia均有中国资本的参与，拼多多的Temu也在成为这片市场的红人。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">出海“势如破竹”之下，2024年跨境电商平台在东南亚的竞争更趋于冷静，热钱逐步退潮，但增长并未停滞，电商平台在东南亚的运营开始转向精细化，各大电商平台不再单纯追求市场扩张。</span></p><p> </p><section style="margin-bottom: 0px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; color: #8c7853; font-family: -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 16px; font-style: italic; font-weight: bold; letter-spacing: 0.544px; caret-color: #8c7853; background-color: #ffffff;">东南亚跨境巨头们或迎来更为复杂的战役，新的一页正拉开序幕。</span><p> </p></section><section style="margin-bottom: 0px;"></section><section style="margin-bottom: 0px;"></section><section style="margin-bottom: 0px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;"> </span></section><section style="-webkit-tap-highlight-color: transparent; margin-bottom: 0px; outline: 0px; letter-spacing: 0.544px; background-color: #ffffff; font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 16px; visibility: visible; color: #a3a3a3 !important;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; color: #888888; font-size: 48px; visibility: visible;">01</span><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: -apple-system-font, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; text-align: left; font-size: 24px; color: #d92142; letter-spacing: 0.54px; visibility: visible;"><strong style="-webkit-tap-highlight-color: transparent; outline: 0px; visibility: visible;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 48px; visibility: visible;">.</span></strong></span></section><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><strong style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; color: #888888; font-size: 24px; caret-color: #888888; letter-spacing: 0.544px; visibility: visible;">东南亚跨境电商格局未定</strong></p><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">东南亚因其地缘和文化优势、巨大市场潜力、逐渐成熟的供应链和服务体系，以及低门槛的市场环境，成为中国跨境电商企业理想的出海起点。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">而也正是因为东南亚市场分散且竞争程度较低，电商市场尚未形成绝对垄断的格局，即使SEA 集团旗下的Shopee市占率蝉联多年第一名，也无法掉以轻心。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">东南亚市场的三大领军企业均已步入或即将迈入盈利阶段。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">Shopee 在 2023 年迎来了公司成立 15 年以来的首个年度盈利；Lazada 则在 2024 年 7 月，即公司成立 12 周年后，首次实现了盈利；TikTok Shop 自 2024 年初起，在东南亚地区已经实现了单月整体盈利，并预计在年内完成全年盈利的目标。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">根据墨腾创投最新发布的《2024年东南亚电商报告》，去年东南亚电商平台商品交易总额达到1146亿美元，其中Shopee以48%的市场份额位居榜首，而TikTok Shop与印尼最大的电商平台Tokopedia合并后，两者市场份额合计达到28.4%，超越Lazada成为东南亚第二大电商平台。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="margin-bottom: 0px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; color: #8c7853; font-family: -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 16px; font-style: italic; font-weight: bold; letter-spacing: 0.544px; caret-color: #8c7853; background-color: #ffffff;">TikTok 在三年前进入东南亚电商市场，并快速起量成为了国内出海电商的亮点。</span></section><section style="margin-bottom: 0px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; color: #8c7853; font-family: -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 16px; font-style: italic; font-weight: bold; letter-spacing: 0.544px; caret-color: #8c7853; background-color: #ffffff;"> </span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">并购Tokopedia之后，TikTok Shop在电商领域的布局显著加速，成功转型为集社交娱乐与电商功能于一体的综合性平台。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">根据墨腾创投的报告，TikTok Shop在2023年的东南亚电商交易总额达到了163亿美元，这一数字相较于2021年增长了超过27倍，2023年GMV几乎翻了4倍。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">据业内研究人士透露，今年以来，TikTok Shop事实上也在东南亚地区实现了盈利，尤其是在两个其东南亚最大的市场印尼和泰国，已找到了可靠的盈利模式，而核心或许是其找到了本土化的方式。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">业内人士表示，深度本土化对电商平台出海意义重大。只有表达了对当地文化的尊重和理解，才能在当地消费者中建立起足够的品牌信任和长期忠诚度，才能真正被当地社区和民众所接受。从TikTok Shop的快速起量可以看出发力本土化的重要性。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">2021 年的印尼电商市场，Shopee、Lazada 已占据六成份额，且当地市场物流、支付基础设有一定的局限性，使得 TikTok Shop的发展受阻。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">为此TikTok Shop摸索出了两条路：挖角、补贴。一方面直接邀请 Shopee、Lazada 商家集中搬运他们在这两家平台上的店铺到 TikTok Shop 上，并给予流量激励，另一方面补贴商家、用户的同时，也补贴达人运营、品牌代运营等服务商。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">面对印尼政府的贸易保护主义，TikTok借Tokopedia之道，通过最终控股Tokopedia以重返印尼的模式，为中国电商出海以及本土化，提供了更多新的思路。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">Tokopedia作为印尼本土的电商巨头，拥有庞大的用户群体和市场份额。而TikTok则拥有强大的流量和直播电商的创新模式。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">根据墨腾创投发布的《东南亚电商市场报告2024》，2023年印尼电商GMV达到了538亿美元，其中Tokopedia以30%的GMV占比位居印尼市场第二大电商平台，仅次于占比40%的Shopee，而TikTok Shop以9%位居印尼第四。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">而两者的合并不仅让TikTok Shop成为印尼第二，在全东南亚也以326亿美元的GMV，超越了Lazada成为东南亚第二大电商平台。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">阿里国际旗下东南亚电商平台Lazada，在2024年7月宣布“实现了自成立以来的首次单月EBITDA盈利”，也是其自2012年以来的首次单月盈利。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><strong><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">盈利背后，是Lazada策略的转变，从“烧钱补贴”到聚焦效率和本土化运营策略。</span></strong></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">Lazada CEO董铮表示，在运营方面，Lazada坚持做完全东南亚本土化的公司。团队、基础设施、业务布局都是基于有效的本土化战略，以满足东南亚消费者的个性化需求。内部提出了 Best Price、Best Experience（最好的价格、最好的体验） 的口号。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">去年12月中旬到1月，Lazada进行了组织架构上的调整，将用户产品和商家策略团队集中到总部，地方将更加专注于本地商家的精细化运营、本地化的消费者触达、提升物流体验等。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">在新加坡、马来西亚等地区，居民收入相对较高，用户购买力强，Lazada就加大了LazMall的渗透率，主打品牌直供和正品保障</span><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">在菲律宾，Lazada则选择游戏和娱乐化为运营重点，如其设计了一款名为LazLand的游戏，用户消费获得积分就可以“种大米”，并收到真实大米等生活用品作为奖励，这极大增强了用户的粘性和活跃度。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">为了提升商家和用户体验， Lazada 在印尼推出了 QOD（QRIS on Delivery） 服务，用户在货到付款时如果忘了带现金，还可以通过扫码二维码付款，降低投妥率。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">为了应对“低价竞争”， Lazada在2023年4月推出全托管服务Choice、闪购频道，频道内的商品会和所在国家 / 地区其他电商平台实时比价，对价格更低的商品会倾斜更多流量。</span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">虽然Choice的推出为Lazada带来了增长空间，但仍存隐忧。</span></section><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; margin-bottom: 0px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">首先，全托管模式对于高效物流履约要求会比较高，与Shopee的自建物流系统SLS相比，Lazada在这一方面稍逊一筹；另外，Lazada的全托管模式一方面需要商家额外缴纳高额保证金才能保障物流效率，另一方面需要商家有一定的库存并需要周期性补货，整体而言门槛较高。</span></p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; margin-bottom: 0px;"> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; margin-bottom: 0px;"> </p><section style="-webkit-tap-highlight-color: transparent; margin-bottom: 0px; outline: 0px; letter-spacing: 0.544px; background-color: #ffffff; font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 16px; visibility: visible; color: #a3a3a3 !important;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; color: #888888; font-size: 48px; visibility: visible;">02</span><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: -apple-system-font, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; text-align: left; font-size: 24px; color: #d92142; letter-spacing: 0.54px; visibility: visible;"><strong style="-webkit-tap-highlight-color: transparent; outline: 0px; visibility: visible;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 48px; visibility: visible;">.</span></strong></span></section><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><strong style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; color: #888888; font-size: 24px; caret-color: #888888; letter-spacing: 0.544px; visibility: visible;">出海东南亚仍未露出上限</strong></p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">随着电商基础设施的进一步完善，东南亚市场还会有进一步成长的空间。2023年，东南亚电商零售额占整体零售额仅11%，远低于中国的46%。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">马来西亚电子钱包TNGDigital CEO 此前表示，跨境电商在马来西亚有非常大的市场空间。大量华人的存在让电商在马来西亚乃至东南亚的推广减少了障碍，一些华人甚至会直接去中国的电商平台买东西，只要解决了支付和物流，马来西亚的跨境市场潜力是非常大的。<strong>而中国的商品，无论是在商品丰富度还是价格上，都有着天然优势。</strong></span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">贝恩咨询预计，2021至2030年间，东南亚高收入群体年复合增长率达14.6%、上层中产为4.2%，或许在未来东南亚很有可能在未来迎来一场消费升级，且主要由年轻群体推动。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">根据印尼工业部的数据，目前该国约70%的快消品市场仍由欧美和日韩品牌主导。但在三四线城市，国际品牌往往因价格过高难以触达用户，消费者只能选择良莠不齐的本土品牌或白牌产品。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">在发展健康的出海品牌中，东南亚的增长路径大致可以分为两种。一种是采用跨境电商，或在各个国家寻找代理商，同时开拓多个市场；而另一种进入东南亚的策略——线下渠道建设，则在一定程度上能够帮助品牌突破这一瓶颈。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">在东南亚，线下渠道占据着零售市场的主导地位。以印尼为例，2023年印尼零售市场规模达1913亿美元，其中传统、现代、电商渠道分别占比37%、30%、32%。在现代渠道中，专卖店、便利店、超市、百货和大卖场的占比分别为19%、8%、2%、1%和1%。便利店与电商的增速一样突出。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">Ninja Van 今年发布的《东南亚 B2B 零售新需求》报告提到：线下消费复苏背景下，零售商正在调整实体店经营策略。部分品牌现已在当地开始引入虚拟试衣等数字化技术，通过快闪、联名等策略优化店面布局，以提升消费者体验。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">因此想要深入到东南亚不同阶层，品牌需要重视销售渠道的拓展和分配，在东南亚，偏远城市与核心都市的渠道差异显著，在偏远城市开发和扩张线下渠道是重中之重。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">但铺设线下渠道网络对品牌供应链的要求更高。品牌在往低线城市扩张时，需要考虑供应链环节中的各项效率和成本，避免因没有高频上新或及时补货导致客户流失和品牌形象受损。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">与此同时，东南亚的年轻消费者，拥有多元化的文化背景和消费习惯，他们对于新兴品牌和创新产品的接受很高。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">一方面，东南亚五国平均年龄仅为31岁，远低于传统成熟市场44岁，这向个性化需求提出了更多挑战。另一方面，尽管在东南亚地区分布的各国，彼此之间距离并不算遥远，但每个国家和地区都有自己的文化特性。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; color: #8c7853; font-family: -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 16px; font-style: italic; font-weight: bold; letter-spacing: 0.544px; caret-color: #8c7853; background-color: #ffffff;">从泡泡玛特那款一款尖牙、尖耳朵、看起来很淘气的潮玩——Labubu在泰国成为“顶流”便可看出个性化以及本土化对于品牌以及电商出海的重要性。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">去年9月，泡泡玛特在曼谷Central World开了泰国首店，开业当天就被排队的顾客围得水泄不通，首日营业额更是突破1000万人民币，打破国产潮玩海外门店单日销售纪录。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">到了今年，Labubu的热度更是持续走高，一跃成为东南亚潮玩圈的顶梁柱。在曼谷街头，Labubu的身影随处可见。有人把它挂在包上，有人把它纹在身上。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">Labubu 的“偶然”爆火背后也有行业布局和营销策略下的“必然”。毕竟韩国人气女团BLACKPINK的成员Lisa也曾在带货过其他潮玩，但并未出现如Labubu般的火热情景。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">泡泡玛特进入泰国市场后，身穿泰服的Labubu本尊，在充满当地文化元素的街景布置、门店设计和商品陈列等一系列动作，成功地让Labubu在当地市场获得了现象级的人气。“本土化”努力让各国消费者更容易接受IP产品，同时这些IP在中国和海外的同款设计可以相辅相成提升影响力。</span></p><p> </p><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; margin-bottom: 0px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">因此东南亚人口年轻，消费能力强，且消费意愿很高。面对市场需求旺盛，但供给相对不足的情况，只要找准供需缺口，市场机会就在那里。</span><p> </p></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; margin-bottom: 0px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;"> </span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; margin-bottom: 0px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;"> </span></section><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff; margin-bottom: 0px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;"> </span></section><section style="margin-bottom: 0px; -webkit-tap-highlight-color: transparent; outline: 0px; letter-spacing: 0.544px; background-color: #ffffff; font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 16px; visibility: visible; color: #a3a3a3 !important;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; color: #888888; font-size: 48px; visibility: visible;">03</span><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: -apple-system-font, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; text-align: left; font-size: 24px; color: #d92142; letter-spacing: 0.54px; visibility: visible;"><strong style="-webkit-tap-highlight-color: transparent; outline: 0px; visibility: visible;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 48px; visibility: visible;">.</span></strong></span></section><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><strong style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; color: #888888; font-size: 24px; caret-color: #888888; letter-spacing: 0.544px; visibility: visible;">电商东南亚的“变阵时刻”</strong></p><section style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">“出海的水很深，从货源、物流、推广、售后各个环节稍有不慎就可能赔钱，许多没有经验、供应链优势的跨境小白正在成为视频课“割韭菜”的对象。”多位离开东南亚的跨境商家都表达了类似的观点。</span></section><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">面向东南亚的中国商家既需要满足消费者个性化的需求，也需要遵循各个地区不尽相同的文化差异。要懂泰国的时尚与老派，要懂越南的新潮与含蓄，还要懂大马的民族性与都市感......与在单一市场做生意不同，商家面向多个市场时，往往需要面对的是更为复杂且多样的需求。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">2023年末到2024年，“低价策略”不再是国内跨境电商平台的“独门武器”，国内跨境电商平台的价格优势也被不断削弱。在未来竞争将进一步加剧的情况下，各大平台都要做好打持久战的准备。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">在“卷价格”趋势可能持续的背景下，跨境电商平台要继续深挖供应链效率，就不仅是个别企业的单打独斗，而是要将企业“串珠成链”，深挖产业带聚集的优势，让中国产业能够通过结构性价差获得全球竞争力。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">其次，对跨境电商平台来说，也到了该做出战略调整的时候，从“大而全”转为进一步寻找差异化定位。以Shein为例，面对近年营收增速放缓，利润下滑的情况，有外媒报道称Shein将重新聚焦于核心时尚业务，去年12月，其已在东京开出首家线下服饰实体店。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">另一方面，东南亚的消费者也更乐于接受直播的新形式，Milieu Insight的调研报告显示，在东南亚，82%的受访者进入过直播间，每周至少逛一次直播间的用户达到48%，曾在直播间买过东西的比例达到63%。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">TikTok Shop在马来西亚举办的“11.11 Mega LIVE Showdown”直播，吸引了超过500万名观众的积极参与，短短4小时内累计完成了约8万份直播订单。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><strong><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">直播电商已经成为东南亚电商市场的一个重要增长点。</span></strong><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">东南亚直播电商市场的规模在2023年已经超过50亿美元，并预计到2025年将增至150亿美元，年复合增长率高达40%。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">普华永道亚太消费者市场联席主管Michael Cheng和Rakesh Mani在《普华永道2024年消费者之声调查：亚太地区》报告中提到“外部研究显示，一半的消费者会因为网红帖子而定期购物”。“与六个月前相比，30%的人对网红的信任度更高。对于Z世代来说尤其如此，他们的购买力正在迅速增长”。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">通过与创作者合作，电商平台能够精准触达目标消费者，提升产品的曝光率并促进转化。直播带货与社交媒体的结合，进一步扩大了品牌的曝光度和影响力。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; color: #8c7853; font-family: -apple-system, system-ui, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; font-size: 16px; font-style: italic; font-weight: bold; letter-spacing: 0.544px; caret-color: #8c7853; background-color: #ffffff;">直播电商，正在以它独特的魅力和强大的影响力改变着东南亚电商行业格局。</span></p><p> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;">如果东南亚有竞争，则恰恰说明Shopee的判断是对的，大家都希望在高速增长的市场里占得一个有利的身位。</span></p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"> </p><p style="-webkit-tap-highlight-color: transparent; outline: 0px; font-family: PingFang SC, system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; font-size: 16px;"><span style="-webkit-tap-highlight-color: transparent; outline: 0px; color: #999999; font-size: 12px; letter-spacing: 0.544px; caret-color: #222222; font-family: system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; visibility: visible;" data-mce-fragment="1">来源：一号企业家</span></span></p><p style="display: none;"> </p> <!----></div> 。。。。。。。。
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