SHEIN、Temu、TikTok、速卖通,谁能做为领跑者
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-axegupay5k/bcde7287a2404537a8cf77b2ae6b6307~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724787&x-signature=PjitbK0PIi8WA3dEXVZPy8s0SU4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">中国电商“四小龙”,<span style="color: black;">连续</span>猛攻海外</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">电商出海“四小龙”,正在海外大杀四方。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">所说</span>出海“四小龙”,指的正是SHEIN、Temu、TikTok Shop和速卖通。<span style="color: black;">日前</span>这四大跨境电商平台</span><strong style="color: blue;"><span style="color: black;">正在在<span style="color: black;">全世界</span>化的大背景下,加速跑马圈地,一通“挥剑乱杀”。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">下面让<span style="color: black;">咱们</span>分别来看一下“四小龙”近期的出海表现。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Temu方面,最新数据<span style="color: black;">表示</span>,Temu今年第三季度的<span style="color: black;">营销</span>额已突破50亿美金,尤其9月份,其单日GMV<span style="color: black;">乃至</span>达到8000万美金,月<span style="color: black;">营销</span>额与上半年30亿美元的GMV几乎持平。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而随着黑<span style="color: black;">5、</span>圣诞、假日季的<span style="color: black;">连续</span>爆单,Temu的GMV将会<span style="color: black;">连续</span>攀升,预计2023年全年将完成140亿美元GMV。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">要<span style="color: black;">晓得</span>,早在2023年初,Temu就定下了<span style="color: black;">全世界</span>全年160亿美元的GMV<span style="color: black;">目的</span>,虽然<span style="color: black;">按照</span>今年预估的GMV,Temu虽然并未达到<span style="color: black;">目的</span>,但从增速上看,Temu的增长堪<span style="color: black;">叫作</span>恐怖。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/77c12cced1ad40b5883ff1ad42e7133c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724787&x-signature=zrmwqEUiZmnFNDg6TeOquYOdDvg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Temu美国市场GMV概况 图源:36氪</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">自去年9月在美国上线<span style="color: black;">败兴</span>,Temu便疯狂开启攻城略地,<span style="color: black;">截止</span><span style="color: black;">日前</span>已完成<span style="color: black;">全世界</span>40多个国家和地区布局,总用户数突破1.2亿人,平均<span style="color: black;">每日</span>要发出160万个包裹,其中大部分包裹送往美国。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">另一</span>,Temu在日韩市场<span style="color: black;">亦</span>不容小觑。数据<span style="color: black;">表示</span>,自今年7月进入日本和韩国<span style="color: black;">败兴</span>,Temu当地的下载量增长迅猛,稳居日韩下载榜<span style="color: black;">第1</span>的位置。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">或许是<span style="color: black;">因为</span>增速带来的勇气和<span style="color: black;">自信心</span>,Temu<span style="color: black;">火速</span>就定下了新<span style="color: black;">目的</span>。据《晚点LatePost》独家<span style="color: black;">报告</span>,Temu<span style="color: black;">日前</span>已为2024年定下300亿美元的GMV<span style="color: black;">目的</span>,是今年预估GMV的两倍还多。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">综合以上数据来看,Temu在海外混得风生水起,上线一年多时间便成功席卷了跨境电商市场,后续将会继续发力以取得更加优异的成绩。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">SHEIN方面,数据<span style="color: black;">表示</span>,其2023年的利润预计为 25 亿美元,相较去年上涨 150%,增长势头相当强劲。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而<span style="color: black;">这里</span>之前,SHEIN在2020年的营收规模达到100亿美元,已连续六年实现100%以上的同比增长;2021年的<span style="color: black;">营销</span>额达157亿美元,同比增长89%;2022年的<span style="color: black;">营销</span>额为227亿美元,同比增长54%。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">就这几项数据来看,SHEIN无疑是出海“四小龙”中增速表现最好的企业之一。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">TikTok Shop 方面,10月27日至11月2日,美国市场支付 GMV 增长155%,订单量增长145%,动销商品数量增长133%;英国市场支付 GMV 增长153%,订单量增长138%,动销商品数量增长131%。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/5c62e72ad0c54aea85b9ef9d008b960c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724787&x-signature=d9tNGb4LdyLQUsSrYWx395exNQ8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源:TikTok Shop跨境电商</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">同月,东南亚各大站点的卖家<span style="color: black;">拜访</span>量数据大增。泰国站的卖家<span style="color: black;">拜访</span>量数据增至380万,增幅高达18.24%,越南站的卖家<span style="color: black;">拜访</span>量为750万,较9月份环比上涨9.21%;菲律宾站的卖家<span style="color: black;">拜访</span>量为130万,较9月份环比上涨12.73%……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">由此可见,TikTok Shop<span style="color: black;">已然</span>在广阔的海外市场取得了巨大的成功。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">速卖通方面,<span style="color: black;">亦</span>并未落于下风。尤其在韩国电商市场上,<span style="color: black;">更加是</span>一骑绝尘。数据<span style="color: black;">表示</span>,今年10月,速卖通月度用户数飙升至613万人,已超越韩国本土电商巨头 Gmarket,<span style="color: black;">作为</span>韩国第三大电商平台。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">纵观出海“四小龙”<span style="color: black;">近期</span>的战绩,不难看出,<span style="color: black;">大众</span>都有美好的<span style="color: black;">将来</span>,在<span style="color: black;">全世界</span>电商市场中的分量和话语权正在<span style="color: black;">连续</span><span style="color: black;">提高</span>中。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/884b84c8b0d54e37b575a90d595dbfe2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724787&x-signature=VUGMBNDoUSQh06d4cgaQH9X%2B%2BQs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">怎样</span>在内卷中求增长?</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">优异的出海成绩<span style="color: black;">背面</span>,<span style="color: black;">重点</span>得益于出海“四小龙”<span style="color: black;">持续</span>升级的打法。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">先拿Temu<span style="color: black;">来讲</span>,前不久,Temu与世界多家著名船舶<span style="color: black;">机构</span>,<span style="color: black;">包含</span>美森、以星、达飞、马士基、中远海运等,开展<span style="color: black;">关联</span>合作,旨在<span style="color: black;">经过</span>海运快船形式运送货物,降低物流成本,<span style="color: black;">处理</span>跨境电商物流问题。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">与此<span style="color: black;">同期</span>,Temu还加大了营销引流的投入。第三方数据<span style="color: black;">表示</span>,<span style="color: black;">截止</span>2023年第三季度中,Temu的PPC支出(点击付费<span style="color: black;">宣传</span>)约为2.424亿美元,超越沃尔玛的1.71亿美元,位居第二。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">一手抓物流,一手抓信息流,双管齐下的Temu成功在海外市场站稳了脚跟。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">再看SHEIN,路子<span style="color: black;">显著</span>和Temu不太<span style="color: black;">同样</span>。<span style="color: black;">做为</span>一家跨境快时尚<span style="color: black;">机构</span>,其过去凭借<span style="color: black;">数年</span>深耕海外的经验,成功实现了<span style="color: black;">全世界</span>200多个国家和地区业务的覆盖,<span style="color: black;">作为</span>了出海“四小龙”中业务分布最广泛的一家<span style="color: black;">机构</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而今年以来,SHEIN为了在<span style="color: black;">全世界</span>市场推进平台模式,<span style="color: black;">起始</span>加速并购第三方品牌。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">8月,SHEIN对外宣布,其成功收购了快时尚女装品牌Forever 21的母<span style="color: black;">机构</span>SPARC集团,并拿下该集团三分之一的股权;10月底,SHEIN收购了英国时尚零售集团星狮集团旗下的快时尚品牌Missguided,以及该品牌的所有知识产权;不久前,SHEIN又传出竞购英国时尚品牌Topshop的<span style="color: black;">信息</span>……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而在SHEIN收购以上品牌之前,它旗下品牌就已超过10个,<span style="color: black;">包含</span><span style="color: black;">青年</span>快时尚ROMWE、高端服装MOTF、欧美快时尚EMERYROSE、内衣品牌Luvlette、彩妆品牌SHEGLAM、鞋履品牌Cuccoo、宠物品牌PETSIN等。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/a4f660801b6f490d8c7f7956c146ef00~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724787&x-signature=NCZuDPSB6vrU8wiQ2SAXu%2B6ZSmg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">SHEIN旗下品牌矩阵 图源:SHEIN官网截图</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">对SHEIN来讲,“买买买”正是其<span style="color: black;">作为</span>真正<span style="color: black;">道理</span>上的<span style="color: black;">全世界</span>化企业的重要途径之一。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">而后</span>是TikTok Shop,<span style="color: black;">因为</span>印尼政府针对社交<span style="color: black;">媒介</span>推出了电<span style="color: black;">商场</span>务禁令,<span style="color: black;">引起</span>TikTok Shop印尼站点被迫关停,致使TikTok Shop在10月份的卖家<span style="color: black;">拜访</span>量暴跌62.5%,遭遇了前所未有的<span style="color: black;">危险</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">虽然印尼市场遭受重创,TikTok Shop只好黯然退场,但众所周知的是“一条路走不通,还有另一条路”,美国市场<span style="color: black;">做为</span>中国企业出海的主战场之一,<span style="color: black;">逐步</span><span style="color: black;">作为</span>TikTok Shop的布局重心。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从布局上看,TikTok Shop针对<span style="color: black;">区别</span>规模、<span style="color: black;">区别</span>经营方式的商家,<span style="color: black;">供给</span>了<span style="color: black;">区别</span>的入驻形式,包括对跨境商家的规模进行严格区分,动态<span style="color: black;">调节</span>支持力度和限制规则,<span style="color: black;">保证</span>商品品控、售后服务,减轻跨境商家、个人小店的运营成本等。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">基于以上行动,TikTok Shop美国小店以肉眼可见的速度飞快增长,<span style="color: black;">作为</span>其电<span style="color: black;">商场</span>务增量的重要<span style="color: black;">源自</span>。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">最后是速卖通,今年双 11 <span style="color: black;">时期</span>,速卖通不仅投入<span style="color: black;">海量</span><span style="color: black;">补助</span>和宣传资源,开启热门<span style="color: black;">轻轨</span>线路<span style="color: black;">宣传</span>推广、网红团购,还联合速卖通代言人马东锡,在韩国市场推出总价值 11 亿韩元的“幸运盲盒”,全面激发了消费者购物欲望,<span style="color: black;">最后</span>成功做大了韩国市场的蛋糕。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/f62e448e4b2d40159803e25697810728~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724787&x-signature=RvXDk8MwQXRg79Gs%2BzsK%2FVkwHk8%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">图源:跨境电商要闻</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">韩国<span style="color: black;">轻轨</span>站的速卖通代言人及中国商品<span style="color: black;">宣传</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">日前</span>看来,被<span style="color: black;">叫作</span>为电商出海“四小龙”的速卖通、Temu、SHEIN、TikTok Shop,有的发力物流和信息流,有的加速并购,有的猛攻关键市场,有的押注新兴市场……</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">虽然方向<span style="color: black;">区别</span>,但布局打法都<span style="color: black;">显现</span>了<span style="color: black;">区别</span>程度的升级,似乎有意要将平台的核心竞争力<span style="color: black;">说到</span>最高。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">随着年末的脚步声越来越近,摆在速卖通、Temu、SHEIN、TikTok Shop面前的<span style="color: black;">仅有</span>一条路:加速出海步伐,在<span style="color: black;">持续</span>激化的市场竞争中寻求新的增量。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-6w9my0ksvp/55d26508b9bf4e6d83878f04147e883d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724787&x-signature=4gMMFJ5fzkE4a3sLkb%2BP8wF6Z5E%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">低价竞争并非<span style="color: black;">独一</span>手段</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在竞争激烈的跨境电商市场中,有一个公认的事实:低价竞争是必然手段,<span style="color: black;">仅有</span>抓住低价,<span style="color: black;">才可</span>抓住生意。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从<span style="color: black;">必定</span>程度上看,这种说法的确有道理,否则Temu、SHEIN两大跨境电商平台就不会席卷海外电商市场。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">然则</span>,低价竞争是一把双刃剑。</span><strong style="color: blue;"><span style="color: black;">由低价带来的竞争<span style="color: black;">危害</span>,以及随之衍生而来的<span style="color: black;">制品</span>品质和质量的下滑,<span style="color: black;">亦</span>严重地影响着跨境电商平台的可信任度。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以Temu为例,2023年<span style="color: black;">第1</span>季度,其GMV接近10亿美元(折扣后口径),而折扣前的定价口径GMV约为20亿美元。<span style="color: black;">根据</span>这个数字进行计算,Temu的商品折扣率达到了50%,大肆烧钱进行低价<span style="color: black;">补助</span>,仍是其关键打法。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在这种激进的<span style="color: black;">商场</span>策略的指引下,Temu虽然赢得了超高的增速,但平台却经常<span style="color: black;">由于</span><span style="color: black;">制品</span>质量质量差、货不对板,以及虚假宣传被用户吐槽。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">站在消费者的<span style="color: black;">方向</span>看,跨境电商平台的核心竞争力始终是<span style="color: black;">制品</span>,若<span style="color: black;">制品</span>质量<span style="color: black;">欠好</span>,价格再低<span style="color: black;">亦</span>是<span style="color: black;">白费</span>。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">如此看来,<span style="color: black;">仅有</span>深入把控货源质量,<span style="color: black;">创立</span>严格的质量管理体系,以Temu为<span style="color: black;">表率</span>的出海“四小龙”<span style="color: black;">才可</span>找到自己的节奏,在激烈的市场竞争中脱颖而出。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">仅有</span>一边做低价,一边做品质的跨境电商平台,<span style="color: black;">才可</span><span style="color: black;">作为</span>领跑者。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">作者 | 李响</span></span></p>
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