在东南亚，谁在用国内经验开垦电商金矿？
<!----><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="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; text-indent: 0em; letter-spacing: 0.578px; outline: 0px; background-color: #ffffff; min-height: 1em; font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; text-align: right; line-height: 1.5em;"></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; text-indent: 0em; letter-spacing: 0.578px; outline: 0px; background-color: #ffffff; min-height: 1em; font-family: -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; text-align: right; line-height: 1.5em;"></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">605.7万泰铢！这是国内电商商家麦斯卡箱包出海东南亚的第一场直播取得的成绩。东南亚市场，让这个原本只在国内经营的商家，顺利完成了转型跨境商家、寻求新增长的第一步。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">3月12日，在超过1800万粉丝的泰国达人win@win.william_official直播间，麦斯卡箱包一炮而红，单场直播创造出销售额超130万人民币的惊人成绩，<span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px; color: #22943e;"><strong>这折射出了东南亚地区的三个关键事实：用户消费热情高且消费力强劲、达人带货能力强、国货商品受欢迎。</strong></span></span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">这三个事实构成了内贸商家转型东南亚跨境商家的无限机遇。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">和麦斯卡箱包的选择一样，很多国货决定走向海外时，东南亚总是第一个目的地。因为这里不仅是地理上的近邻，更是与中国同文同根之地。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">过年时的灯笼和舞龙舞狮、风靡东南亚的《还珠格格》、年轻人手里捧着的泡泡玛特盲盒、直播间的盲盒对对碰，这些熟悉的元素、相似的流行趋势让国货进入东南亚少了很多文化屏障。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px; color: #22943e;"><strong>文化共通性如同一道桥梁，让国货迅速拉近与东南亚消费者的距离，成为撬动市场的隐秘杠杆。</strong></span></span><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">在中国热卖的马面裙、手持清凉小风扇等商品在东南亚各国同样大受欢迎。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">东南亚也确实没让商家失望。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">数据显示，东南亚电商市场规模在2023年已突破1380亿美元，4年涨幅超过260%。谷歌、淡马锡发布的《2024东南亚数字经济报告》预计，2024年和2025年，东南亚电商市场规模约为1590亿美元和1860亿美元，这两年增幅分别为15%和17%。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">报告还指出，东南亚电商的繁荣尤其得益于视频类电商（直播电商）的发展，其GMV占比已从2020年的不足5%，攀升至2024年的20%。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">从直播购物到内容创作，直播和短视频已经成为东南亚消费者网购的重要组成部分。TikTok Shop作为领军者，墨腾创投发布的《2024年东南亚电商报告》显示，其在东南亚2023年GMV约163亿美元，和2022年相比增长近四倍。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="color: #22943e;"><strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">东南亚蕴含的巨大消费潜能，对于那些熟悉国内电商运作模式的商家来说，无疑是不可错过的战略机遇。</span></strong></span><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">特别是在内容营销、达人直播领域驾轻就熟的抖音商家，更能借助TikTok Shop跨境电商放大自身优势、拓展商业版图，让老生意迸发出新的增长活力。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 8px; margin-left: 16px; letter-spacing: 0.578px; text-align: center;"><img class="rich_pages wxw-img js_insertlocalimg" style="width: 100%; height: auto !important;" src="https://pic.app.58cammp.com/FrfkyttDswvvObqfqYEL19vXkQGg" /></section><p style="outline: 0px;"><span style="outline: 0px; font-size: 22px;"><strong style="outline: 0px; color: #000000; font-family: PingFangSC-light; letter-spacing: 0.5px; text-align: left;"><strong style="outline: 0px;"><span style="outline: 0px; text-decoration-style: solid; text-decoration-color: #000000;">战略窗口期</span></strong></strong></span></p><p style="outline: 0px;"><span style="outline: 0px; font-size: 22px;"><strong style="outline: 0px; color: #000000; font-family: PingFangSC-light; letter-spacing: 0.5px; text-align: left;"><strong style="outline: 0px;"><span style="outline: 0px; text-decoration-style: solid; text-decoration-color: #000000;">6亿+人口的消费跃迁</span></strong></strong></span></p><p style="outline: 0px;"> </p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"> </p><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">东南亚消费市场正处于高速发展的黄金窗口期。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="color: #22943e;"><strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">第一，是人口结构红利将持续释放。</span></strong></span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">东南亚地区的人口结构呈现出显著的年轻化特征，这为消费市场爆发提供了核心驱动力。东南亚六国总人口超过6亿，其中30岁以下的年轻人占到了70%以上。并且，东南亚国家的生育率要高于世界平均水平，据联合国人口司的预测数据，在2050年之前，东南亚人口规模仍会保持一定的增长。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">人口红利不仅体现在数量上，还体现在质量上。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">过去几年，东南亚主要国家的GDP增速超过世界整体水平。东南亚国家人民的工资性收入增长同样反映了经济活力。据全球最大规模的保险业集团公司之一怡安集团（Aon）的调查，预计2025年东南亚各国的薪资涨幅均会高于2024年的水平。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">经济增长正是消费活跃的基础。由于年轻人占比较高，东南亚地区的消费意愿也较强。以泰国为例，2015年——2023年，泰国的人均消费支出与人均可支配收入的比重高达97%。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="color: #22943e;"><strong><span style="color: #22943e; font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">第二，是电商基建正趋于完善，促进电商渗透率进一步提升。</span></strong></span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">根据贝恩咨询的数据，预计2025年东南亚电商渗透率为6.5%，而2024年，我国实物商品网上零售额对社零渗透率接近27%，东南亚电商渗透率还有很大的增长空间。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">电商基建的完善度在一定程度上影响着渗透率提升的速度。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">数字支付是东南亚国家都在推进的基础性工程。泰国许多城市的大街小巷，越来越多的商铺挂着二维码图片，培养用户扫码习惯；越南是东南亚地区数字支付增长最快的国家之一。据越通社报道，2023年越南数字支付的总额相比2022年增加了19%；在菲律宾，根据2023年5月的统计数据，几乎每10个菲律宾人中就有超过7人使用Gcash（一个电子钱包应用）；新加坡就更不用说了，数字支付系统非常成熟。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">《2024年东南亚数字经济报告》指出，东南亚六国的电子支付市场2024年将达到2200亿美元，占东南亚地区电商市场的80%以上。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">物流效率的提升更为直观。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="text-align: center; margin: 0px 16px;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/Fro0jdGUsgpKtoiy8z1BTURJlNuw" /></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">东南亚各国越来越重视贸易流通，所以陆续推出了中长期的基础设施投资计划。物流企业也纷纷布局海运专线、空运小包和智能仓储系统，以提升物流速度。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">从中国的广东、福建等沿海地区发货到东南亚国家，海运时间通常只需几天到十几天。如果是空运，东南亚最大的航空网络物流综合服务商特力博总经理彭巍在去年称，从中国寄送至东南亚消费者的跨境包裹标准服务时效大约为 5 天，其中包括商家包装商品需要的1至1.5天时间，以及商品从中国发出到抵达东南亚目的地仓库所需的约4天运输时间。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">再加上电商平台对于发货时间的考核，东南亚的消费者收到跨境包裹的时间必然会越来越短。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">第三，随着技术的发展，AI+种草短视频、AI+直播间或许会创新出更多的玩法如AR试妆，为消费者打造个性化、沉浸式购物体验，进一步激发用户对于线上消费，尤其是内容电商消费的意愿。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="color: #22943e;"><strong><span style="color: #22943e; font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">不管是从流量、消费力来看还是从商品线上转化率、技术发展来看，东南亚电商都处于活力与潜力兼具的“万类霜天竞自由”期。“低渗透率高增长率”是竞争难度系数最低的阶段，把握好这个时机，早日卡位才能缔造先发优势，才能享受更长时间的蓝海。</span></strong></span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 8px; margin-left: 16px; letter-spacing: 0.578px; text-align: center;"><img class="rich_pages wxw-img js_insertlocalimg" style="width: 100%; height: auto !important;" src="https://pic.app.58cammp.com/FtxJdL7MID5KOtFDtRmTji7BcRab" /></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><strong style="font-size: 22px; outline: 0px; color: #000000; font-family: PingFangSC-light; letter-spacing: 0.5px; text-align: left;"><strong style="outline: 0px;"><span style="outline: 0px; text-decoration-style: solid; text-decoration-color: #000000;"><strong style="white-space: normal; background-color: #ffffff; font-size: 22px; outline: 0px; color: #000000; font-family: PingFangSC-light; letter-spacing: 0.5px; text-align: left;"><strong style="outline: 0px;"><span style="outline: 0px; text-decoration-style: solid; text-decoration-color: #000000;">电商经验「无损」迁徙</span></strong></strong></span></strong></strong></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"> </p><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">对国内商家而言，东南亚电商市场是一座富矿，对于拥有电商运营经验的商家来说，凭借已有的基础，在这片市场挖矿将更为轻松。<span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px; color: #22943e;"><strong>而对于在抖音电商等平台上拥有成熟直播、短视频、达人经验的商家来说，掘金东南亚几乎等同于开卷考试，因为内容电商模式有许多相似之处。</strong></span></span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">首先，个性化推荐机制是流量分发的核心引擎。</span></strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">内容平台都是通过用户行为数据实时优化内容匹配，基于海量用户画像的TikTok个性化推荐，商品和消费者能够被精准匹配，实现好内容和好货高效联动，提升效率。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">其次，“内容+货架”的双场景融合构建了完整的消费闭环。</span></strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">用户既能在短视频或直播中被即时激发需求，也能通过商城入口主动搜索商品，实现“人找货”与“货找人”的无缝衔接。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">更关键的是TikTok Shop的达人生态越来越成熟，而达人生态是商家实现增长的关键杠杆。</span></strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">Partipost的《2024年网红营销报告》显示，约75%的东南亚消费者表示更愿意购买网红推荐的产品，而80%的受访者至少有一次根据网红的代言做出购买决策。报告还提到，TikTok是网红营销的主要渠道。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">随着内容电商影响力的提升，TikTok Shop东南亚的达人生态也正向着三个方向发展：头部达人带货力越来越强、达人的专业化程度越来越高、小众赛道也有达人崭露头角。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="color: #22943e;"><strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">对国内商家而言，这种生态的相似性意味着运营经验的跨境复用成为可能。</span></strong></span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">国内14亿人口培育的电商市场虽然规模巨大，但当前已经迈入成熟阶段，供需两端的形势日益多元且复杂。对电商商家而言，实现增长的更优策略是在守好国内基本盘的同时，将成熟打法本土化落地到东南亚，相当于以极低的学习成本开辟第二增长曲线，用经过验证的模型去拓展增量市场。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">已经有很多商家这么做了。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">前面提到的麦斯卡箱包店，正是抖音箱包类目的大卖，被泰国达人带火之后，麦斯卡陆续接到了当地达人主动伸出的合作橄榄枝，麦斯卡也计划增加团队人力，大力布局达人金字塔矩阵、优化品牌直播间、备货海外仓等动作，以延续爆款热度、扩大品牌声量，在东南亚取得更长久的胜利。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="text-align: center; margin: 0px 16px;"><img class="rich_pages wxw-img" src="https://pic.app.58cammp.com/FtwEaX7PZKnOCaidt5zUXeRO0TBI" /></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">另一个商家——图兰朵，是很多国内商家发展的缩影，早期主要在线下门店销售男女士内衣，和诸多传统商家一样，图兰朵面临着转型的问题。</span><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">2022年，被有MCN创业经历的峻楚接管后，图兰朵入驻了抖音，老品牌摇身变成了基于内容电商的新锐品牌，并实现了销售突破和品牌焕新。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">2024年8月，图兰朵入驻TikTok Shop东南亚跨境电商，通过与达人合作，店铺在一两个月就做到TikTok Shop 内衣类目的头部。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">在谈到如何在短时间里取得这么亮眼的成绩时，图兰朵董事长峻楚将“国内的一些成功打法和经验可以复制过去”视为海外发展的催化剂。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">比如，在和达人合作上，峻楚称：“挑选达人的逻辑跟国内相似，可以看达人的粉丝画像以及达人粉丝画像的购买力，以及达人形象的健康程度。”</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">家清品牌logeski老板朱耀基称，不管是做国内市场还是东南亚市场，做产品的逻辑是一样的。以logeski爆品洁厕剂为例，都是要把清洁力做出极致的效果。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">还有美妆品牌COLORKEY的“先单品后品牌”的策略，不仅在国内适用，也让Colorkey在东南亚快速杀出重围，Colorkey靠着“唇釉”大单品，叠加几场大促战役，快速在TikTok Shop实现了“单品冷启、抢占用户心智”。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">这样的例子还有很多：国内和东南亚的消费者都愿意为COLORKEY唇釉的“不沾杯”买单；完美日记的联名策略在国内和东南亚都有效；泡泡玛特的IP Labubu在国内和东南亚都非常受欢迎······<span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px; color: #22943e;"><strong>审美公约数下，国货产品在东南亚市场更容易被理解和接受，这也意味着抖音商家可以直接用现有货盘起步。</strong></span></span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">当然，在东南亚市场谋求长线发展，还需要做好本土化适配。不过在起步阶段，抖音商家现有的货品、内容，以及直播和达人运营经验，能为快速打开局面提供支撑，构建起显著的先发优势。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 8px; margin-left: 16px; letter-spacing: 0.578px; text-align: center;"><img class="rich_pages wxw-img js_insertlocalimg" style="width: 100%; height: auto !important;" src="https://pic.app.58cammp.com/FiSGqhBuILExzUznRWp2Tq5CK2PM" /></section><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><strong style="font-size: 22px; outline: 0px; color: #000000; font-family: PingFangSC-light; letter-spacing: 0.5px; text-align: left;"><strong style="outline: 0px;"><span style="outline: 0px; text-decoration-style: solid; text-decoration-color: #000000;">写在最后</span></strong></strong></p><p style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"> </p><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">在浩荡的商业长河中，有些时刻注定被镌刻为历史的拐点。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">当国内商家在红海市场里为流量和利润绞尽脑汁时，东南亚的电商战场正以肉眼可见的速度爆发——这里超过6亿人口中，70%是30岁以下的年轻人，他们刷着短视频下单，在直播间抢购，用手机支付账单，像极了几年前的中国，这意味着大量空白市场正等待开垦。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">对国内商家来说，这是一场无需重练基本功的战役。在东南亚，达人生态走向成熟，国内内容电商平台的运营经验可以平移，再叠加文化审美的共同性，货盘可以最大化复用。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="color: #22943e;"><strong><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">东南亚的战场不需要豪赌，只需要行动。那些入局者，正在用“低渗透率高增长”的红利改写命运。</span></strong></span><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">不论是图兰朵、Logeski、COLORKEY，还是完美日记、泡泡玛特，都如此。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;"> </span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">这些在浪尖起舞的出海人都明白：所谓命运，不过是时代给勇敢者的馈赠。</span></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"></section><section style="margin-right: 16px; margin-bottom: 0px; margin-left: 16px; 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; line-height: 1.75em;"><span style="font-family: PingFangSC-light; font-size: 16px; letter-spacing: 0.544px;">来源：增长工场</span></section><section style="outline: 0px; color: #222222; font-family: system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><section style="margin-bottom: 0px; letter-spacing: 0.578px; text-wrap-mode: wrap;"><section style="outline: 0px; color: #222222; font-family: system-ui, -apple-system, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: 0.544px; background-color: #ffffff;"><section style="outline: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, Helvetica Neue, PingFang SC, Hiragino Sans GB, Microsoft YaHei UI, Microsoft YaHei, Arial, sans-serif; letter-spacing: normal;"><section style="outline: 0px;"><section style="outline: 0px; margin-left: 0.5em; margin-right: 0.5em;"><section><section style="max-inline-size: 100%; z-index: 0; outline: none 0px !important; border: 0px none initial;"><section style="max-inline-size: 100%; margin: 10px auto; text-align: center; transform-style: preserve-3d; outline: none 0px !important;"><section style="max-inline-size: 100%; margin-top: -13px; display: flex; justify-content: space-between; align-items: center; transform: translateZ(5px); outline: none 0px !important;"><section style="max-inline-size: 100%; width: 32.5%; outline: none 0px !important; max-width: 32.5% !important;"><section class="empty_paragraph" style="max-inline-size: 100%; width: 100%; outline: none 0px !important;"></section></section><section style="max-inline-size: 100%; width: 32.5%; outline: none 0px !important; max-width: 32.5% !important;"><section class="empty_paragraph" style="max-inline-size: 100%; width: 100%; outline: none 0px !important;"></section></section><section style="max-inline-size: 100%; width: 32.5%; outline: none 0px !important; max-width: 32.5% !important;"><section class="empty_paragraph" style="max-inline-size: 100%; width: 100%; outline: none 0px !important;"></section><section class="empty_paragraph" style="max-inline-size: 100%; width: 100%; outline: none 0px !important;"></section><p style="text-align: left;"> </p></section></section></section></section></section></section></section></section></section></section></section><section class="mp_profile_iframe_wrp" style="letter-spacing: 0.578px;"></section><p style="display: none;"> </p> <!----></div>
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