《2024上半年度跨境电商调研报告》重磅上线!
<a style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/LfJZicYI3uIvB3DuBUfibhia7SVwIHDRtDGp3VWyOgUQhh6gUFtBa4k5C0DU6a4bcqtZgw3zfqsu20XNaTvQb4ibQA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></a><span style="color: black;">2024年,随着行业的迭代更新,跨境从业者整体<span style="color: black;">同期</span>面临着</span><span style="color: black;">经营压力</span><span style="color: black;">和</span><span style="color: black;">发展动力</span><span style="color: black;">:</span><span style="color: black;">一方面,在平台政策变更、经济复苏势头不稳等<span style="color: black;">原因</span>影响下,行业存在<span style="color: black;">许多</span>不确定性;</span><span style="color: black;">另一方面,半托管、直播电商等热潮的兴起,<span style="color: black;">亦</span>正在给行业注入新动能。</span><span style="color: black;">市场大浪淘沙下,上半年跨境行业<span style="color: black;">显现</span>了<span style="color: black;">那些</span>变动?</span><span style="color: black;">下半年,跨境电商从业者<span style="color: black;">怎样</span></span><span style="color: black;"><strong style="color: blue;">应对挑战,抓住机遇</strong></span><span style="color: black;">?</span><span style="color: black;">值此全年承上启下的关键期,<span style="color: black;">经过</span>对跨境业内这半年来的深度调研,AMZ123<span style="color: black;">最后</span>完<span style="color: black;">成为了</span>这份承载跨境电商行业<span style="color: black;">状况</span>及下半年发展趋势的</span><span style="color: black;"><strong style="color: blue;">《AMZ123 | 2024上半年度跨境电商调研报告》</strong></span><span style="color: black;">,以期<span style="color: black;">帮忙</span>跨境从业者复盘上半年经营<span style="color: black;">情况</span>,寻找最佳出海方向。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▲</span><span style="color: black;">关注回复“</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2024H1</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">”免费领取</span></strong></span><strong style="color: blue;">报告亮点</strong><span style="color: black;"><strong style="color: blue;"><span style="color: black;">复盘跨境卖家业绩<span style="color: black;">情况</span>;<span style="color: black;">诠释</span>四大平台政策变动;</span></strong></span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">洞察六大电商市场风向;剖析行业最新发展趋势。</span></strong></span><span style="color: black;">报告全文共计37页,以下为部分精选内容:</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXlfiaS0MyPwVfnicLmlrGb41VGpktuThZRyNYuP3sbU97LMa6YcNuFPiaA/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">2024年上半年,在<span style="color: black;">全世界</span>经济稳定增长但仍显疲软的大环境下,海外消费者购物支出趋于保守</span><span style="color: black;">,跨境电商行业增势虽有所恢复,但仍然不及<span style="color: black;">许多</span>卖家预期的增长<span style="color: black;">目的</span>。</span><span style="color: black;"><span style="color: black;">按照</span>AMZ123的调查,2024年前五个月,近60%的卖家营收、利润均未能达到预期<span style="color: black;">目的</span>,23%的卖家利润不及预期,有20%的卖家营收及利润均达到了<span style="color: black;">目的</span>。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbX9acLtIuGCSG29bXpJrlVKibp5zka4ibubtFCwiaACibygIvvdH3et2fQibA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">其中超六成卖家反馈,2024年前五个月营收<span style="color: black;">显现</span>下跌态势,其中有四成卖家营收<span style="color: black;">乃至</span>降低了30%以上,仅19%的卖家营收同比增长超过了30%。</span><span style="color: black;">从</span><span style="color: black;"><strong style="color: blue;">大促表现</strong></span><span style="color: black;">来看,<span style="color: black;">按照</span>Momentum Commerce的调查数据,亚马逊首届春季大促(3月20日至25日)<span style="color: black;">时期</span>,美国站<span style="color: black;">营销</span>额达到上月2.9%增幅的两倍,但交易数量仍远未达到下半年大促活动的交易水平。</span><span style="color: black;">而<span style="color: black;">针对</span>2024年下半年的平台大促,卖家<span style="color: black;">广泛</span>持<span style="color: black;">阳光</span>态度。<span style="color: black;">按照</span>AMZ123的调查,超七成卖家决定参加2024年下半年的平台大促活动,仅16%的卖家,对活动带来的流量效应持<span style="color: black;">可疑</span>态度。</span><span style="color: black;"><span style="color: black;">另外</span>,从</span><span style="color: black;"><strong style="color: blue;">职场招聘<span style="color: black;">状况</span></strong></span><span style="color: black;">来看,随着<span style="color: black;">全世界</span>经济的缓慢复苏以及行业驶入发展的快车道,跨境电商企业<span style="color: black;">针对</span>多个岗位人才的招聘<span style="color: black;">需要</span><span style="color: black;">显现</span><span style="color: black;">显著</span>增长,但整体薪资<span style="color: black;">薪水</span>仍趋于稳定。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXxHMW7wl3FTiccG6fOedlgic2nwibwNvWXfcvYP5la5j2GU9DicvVYo5VeA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">追根溯源,一方面,2024年<span style="color: black;">全世界</span>经济环境更趋<span style="color: black;">繁杂</span>严峻,跨境卖家推进降本增效的<span style="color: black;">需要</span>犹存,在人力管理成本的支出上愈发<span style="color: black;">小心</span>;另一方面,在竞争激烈的市场中,随着发展路线的转变以及<span style="color: black;">营销</span><span style="color: black;">途径</span>的拓宽,跨境企业们<span style="color: black;">针对</span>人才的<span style="color: black;">精细</span>招揽以及培养愈发<span style="color: black;">注重</span>。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXMcf9N5TRSUz5ibiavjRNb7vzRU0HnIIzFvYoUKiaEn9LVGPqZAfvMQflA/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">纵观2024年一季度财报,<strong style="color: blue;"><span style="color: black;">都数</span>电商平台的营收均实现了增长:</strong>沃尔玛和亚马逊继续领跑美国电商市场,Shopee稳坐东南亚电商市场头把交椅,美客多在拉美市场表现强劲,总营收同比增长36%……</span><span style="color: black;">其中最受瞩目的</span><span style="color: black;"><strong style="color: blue;">亚马逊</strong></span><span style="color: black;">,在2024年上半年进行了多项<span style="color: black;">调节</span>,新增了</span><span style="color: black;">入库配置费、退货处理费、低量库存费等<span style="color: black;">花费</span></span><span style="color: black;">,对卖家的运营策略、物流成本产生了<span style="color: black;">很强</span>影响。AMZ123调查数据<span style="color: black;">表示</span>,30%受调卖家在新<span style="color: black;">花费</span>生效后利润率下降了超50%。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXDJiaZMUFa4iaiaJibCTddzf9ibaLqWLAfIyPPUcqW9O9yewyDVSvpK1ewZA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">与此<span style="color: black;">同期</span>,中国出海四小龙<span style="color: black;">连续</span>狂飙,部分跨境平台正在尝试</span><span style="color: black;"><strong style="color: blue;">以“半托管”与“全托管”并举的新形态</strong></span><span style="color: black;">在海外市场强势增长。</span><span style="color: black;">其中,Temu于2024年年初开通了半托管全品类招商,首批覆盖站点<span style="color: black;">包含</span>美国、加拿大、英国、德国、意大利、法国、西班牙、澳大利亚、新西兰等九大市场;SHEIN和阿里国际站两大平台<span style="color: black;">亦</span>纷纷宣布上线半托管服务,进一步推动了这一趋势的发展。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXATASVqntcJ7SCB1wTxSDD1NKUKn9ECtSlWCFhtYOkMv8QemO0DTg3A/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">另外</span>,2024年5月,TikTok在德国、意大利、法国、西班牙、爱尔兰五国推出定向招商计划,标志着TikTok在欧洲市场的进一步深耕与拓展。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXIlXuF6PF2Ostuf7s3iaKRUKnc6qLgGyXWdZgQ6fIQHqK9H9hpTSFUicQ/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">美国:</span></strong></span><span style="color: black;">Digital Commerce </span><span style="color: black;">360数据<span style="color: black;">表示</span>,在数字化浪潮的推动下,美国电商市场在<span style="color: black;">第1</span>季度创下历史新高,电商<span style="color: black;">营销</span>额占2024年<span style="color: black;">第1</span>季度总<span style="color: black;">营销</span>额的22.2%,同比增长8.5%。</span><span style="color: black;">值得一提的是,在稳定增长的电商<span style="color: black;">营销</span>额<span style="color: black;">背面</span>,以亚马逊、eBay为首的老牌电商巨头和以Temu、SHEIN、TikTok Shop为首的中国跨境电商平台之间的竞争已进入白热化。</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">韩国:</span></strong></span><span style="color: black;">随着Temu、速卖通等中国跨境电商平台在日韩市场的普及,中国电商的影响力与日俱增。</span><span style="color: black;">韩国统计局数据<span style="color: black;">表示</span>,韩国在线跨境交易总额已达到1.65万亿韩元(约合12.13亿美元),同比增长9.4%,创下<span style="color: black;">第1</span>季度最高记录。其中,Temu和速卖通等平台的<span style="color: black;">营销</span>额较去年同期大幅增长了54%,占据了韩国消费者在线跨境交易总额的57%。</span><span style="color: black;">然而,这一急速增长<span style="color: black;">亦</span><span style="color: black;">导致</span>了日韩两国政府的关注。为<span style="color: black;">保证</span>消费者权益和数据安全,韩国数据<span style="color: black;">守护</span>监管<span style="color: black;">公司</span><span style="color: black;">已然</span><span style="color: black;">起步</span>了对速卖通等平台的调查。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXiaMef2O3V0qEqOLibVpPEZ8TfjCKic9BicVVEZWy882kMyiavrt7EACggsA/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><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;">更加多</span>市场风向,<span style="color: black;">都在</span>报告中</span></strong></span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▲</span>关注回复“</strong></span><span style="color: black;"><strong style="color: blue;">2024H1</strong></span><span style="color: black;"><strong style="color: blue;">”免费领取</strong></span><img src="https://mmbiz.qpic.cn/sz_mmbiz_jpg/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXHK0h80p3mkcnJhhWsfAy8v6HJ4xKe8o99SlpZ6aLVKIvvpibTM44iayA/640?wx_fmt=jpeg&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">2024年上半年,继全托管模式后,</span><span style="color: black;"><strong style="color: blue;">半托管</strong></span><span style="color: black;">浪潮火速席卷跨境电商行业。</span><span style="color: black;">1月,速卖通率先全面上线半托管模式;2月,阿里国际站宣布推出B2B<span style="color: black;">行业</span>的半托管模式;3月,Temu紧随其后在美国站推出了半托管模式;5月,SHEIN<span style="color: black;">亦</span>将半托管首站定为美国。</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXVWibrgOkVLicoIlcymDKQY99ibSjLpRze4oK9Tns28KoT465lzcrjmF7g/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">从<strong style="color: blue;">卖家角度</strong>来看,半托管模式赋予了卖家<span style="color: black;">更加多</span>灵活性和主动性,能让<span style="color: black;">要求</span>适合的卖家把握主动权,进行差异化经营,但<span style="color: black;">同期</span><span style="color: black;">亦</span><span style="color: black;">持有</span>了除<span style="color: black;">制品</span>打造以外的压力,如运营、物流履约等。</span><strong style="color: blue;"><span style="color: black;">而<span style="color: black;">针对</span>平台而言</span></strong><span style="color: black;">,半托管的本质则是跨境电商平台结合<span style="color: black;">自己</span>能力<span style="color: black;">优良</span>,在全托管模式的<span style="color: black;">基本</span>上进行的改良,<span style="color: black;">经过</span>锚定未加入或不适合全托管模式的跨境卖家,取长补短来降低平台的运营压力。</span><span style="color: black;">AMZ123调查数据<span style="color: black;">表示</span>,<span style="color: black;">截止</span>2024年6月,约四成卖家已着手布局半托管业务,<span style="color: black;">同期</span><span style="color: black;">亦</span>有18%卖家正在<span style="color: black;">思虑</span>布局半托管。<span style="color: black;">能够</span>预见的是,在<span style="color: black;">将来</span>的一段时间里,<strong style="color: blue;">全托管、半托管并行或将<span style="color: black;">作为</span>出海四小龙的主流趋势。</strong></span><span style="color: black;"><span style="color: black;">另一</span>,2024年上半年,</span><span style="color: black;"><strong style="color: blue;">直播带货</strong></span><span style="color: black;">的风正在刮向<span style="color: black;">全世界</span>电商市场。</span><span style="color: black;">一方面,除凭借巨大流量<span style="color: black;">基本</span>快速崛起的TikTok Shop外,各大跨境电商平台<span style="color: black;">亦</span>纷纷加码直播电商;</span><span style="color: black;">另一方面,随着国内直播电商市场流量<span style="color: black;">逐步</span>见顶,不少国内顶流带货主播<span style="color: black;">亦</span><span style="color: black;">起始</span>投身于海外直播带货的热潮,如抖音红人疯狂小杨哥、东方甄选等。</span><span style="color: black;">尽管<span style="color: black;">日前</span>直播电商在欧美等市场仍面临<span style="color: black;">许多</span>壁垒,但随着用户消费习惯的改变,<span style="color: black;">将来</span>“跨境电商+直播”模式热潮或将为跨境电商行业注入新动能。</span><strong style="color: blue;">报告说明</strong><span style="color: black;">本报告由AMZ123报告团队<span style="color: black;">经过</span>问卷及采访的形式对数千跨境从业者进行调查完成,以数据为支撑,以客观为原则,围绕</span><span style="color: black;"><strong style="color: blue;">“跨境电商行业的现况、变化与<span style="color: black;">将来</span>”</strong></span><span style="color: black;">深度调研,致力于为跨境卖家复盘上半年经营<span style="color: black;">情况</span>,为下半年出海事业指明方向。</span><span style="color: black;">自2022年起,AMZ123报告团队已针对【跨境电商行业】、【DTC品牌出海】、【亚马逊类目运营】、【电商市场调研】等细分<span style="color: black;">行业</span>输出多份行业与市场洞察报告,均在行业内<span style="color: black;">导致</span>巨大关注与转发,收获众多跨境专业人士的好评。</span><strong style="color: blue;"><span style="color: black;">(报告内容合作请联系:amz123happy)</span></strong><span style="color: black;">查看<span style="color: black;">更加多</span>报告内容,请扫描下图二维码</span><span style="color: black;">回复</span><span style="color: black;"><strong style="color: blue;">“2024H1”</strong></span><span style="color: black;"><span style="color: black;">就可</span>免费下载完整版</span><img src="https://mmbiz.qpic.cn/sz_mmbiz_png/SWj2Puibj7ur8WVCiaf1S41B0Vztib68fbXtvFcAF8THHibatDUL8NZCAUXLhT3bpEibjsFnXmshKnlcNX95JjsHPTg/640?wx_fmt=png&from=appmsg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">尤其</span>鸣谢</strong><strong style="color: blue;"><span style="color: black;">感谢以下合作伙伴对本报告的大力支持(排名不分先后):</span></strong><span style="color: black;">DNY123东南亚卖家导航、卖家精灵、鸥鹭、霞光社、联宇物流、退易帮、连连国际<span style="color: black;">、领星ERP、Allegro</span>、白鲸国际。</span><span style="color: black;">作者✎双木/KJ123</span>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">KJ123跨境出海<span style="color: black;">新闻</span>平台</strong></span></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;"><strong style="color: blue;">跨境市场</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">全世界</span>电商</a><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;">|</strong></span></strong></span><a style="color: black;">北美</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">加拿大</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">墨西哥</a><span style="color: black;"><strong style="color: blue;">|</strong></span><span style="color: black;"><a style="color: black;">澳大利亚</a></span><span style="color: black;"><strong style="color: blue;">|</strong></span><span style="color: black;"><a style="color: black;">新西兰</a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">英国</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">法国</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">德国</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">意大利</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">西班牙</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">波兰</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">罗马尼亚</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">葡萄牙</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">比利时</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">荷兰</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">韩国</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">马来西亚</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">越南</a></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;">跨境平台</strong></span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><a style="color: black;">TikTok</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">Shein</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">Newegg</a><span style="color: black;"><strong style="color: blue;">|</strong><a style="color: black;">Ozon</a><strong style="color: blue;">|</strong></span><a style="color: black;">Tokopedia</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">Rever</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">Allegro</a><span style="color: black;"><strong style="color: blue;">|</strong><span style="color: black;"><a style="color: black;">eMAG</a> <a style="color: black;">AO</a><strong style="color: blue;">|</strong><a style="color: black;">ebay</a><strong style="color: blue;">|</strong></span></span><a style="color: black;">Falabella</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">11Street</a><span style="color: black;"><strong style="color: blue;">|</strong></span><a style="color: black;">ShopZetu</a></h1>
<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;">跨境类目</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">户外运动</a><span style="color: black;"><strong style="color: blue;">|</strong><a style="color: black;">美妆个护</a></span><span style="color: black;"><span style="color: black;"><strong style="color: blue;">|</strong></span></span><a style="color: black;"><span style="color: black;">家居园艺</span></a></p>
顶楼主,说得太好了! 你的话深深触动了我,仿佛说出了我心里的声音。
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