界面新闻记者 | 张熹珑

“datingzhaolaidekehu，doushiyaozhaoyouhaiwaicangde，haiwaicangxianzaishiyizhongqushi。”di135jieguangjiaohuishang，songjieganggangjiedaiwanyiweilaiziyinnidekehu，tasuozaidegongsishiyijiachaozhoucanchujugongchang，zaiwunianqiankaishifazhankuajingdianshangyewu，zhuyingrihanheoumeishichang。

zheijieguangjiaohuideyidaliangdian，jiushishoucishelikuajingdianshanghehaiwaicangzhanshiqu，11geshengfenzuzhile158jiakuajingdianshanghehaiwaicangqiyecanzhan。

zai“waimaodiyidasheng”guangdong，dangxiachukouchengxian“binghuoliangzhongtian”jumian：fujiazhixiangduijiaogaodejidianchanpinzengshikeguan，danyiliangqushengdechuantongzhizaozhengzaijinglihuatielu。haiguanguangdongfenshushujuxianshi，jinnianyijidu，zidongshujuchulishebeijiqilingbujian、shouji、jiayongdianqichukouzengsujunchaoguo10%，erfuzhuangjiyizhefujiantongbixiahua8.3%。

zaixinyijieguangjiaohuishang，guangdongchuantongzhizaoyeqijiadegongchang，ruyangjiangdaoju、foshanjiadiandeng，zaizhuanqushezhanwei，zhizaixiangkuajingyewuyaozengliang。guangdongdekuajingdianshangmaoyizaiquanguokaoqian，2023niankuajingdianshangjinchukoueda8433yiyuan，tongbizengzhang25%，yuezhanquanguozongede35%。

jiezhi4yue26ri17shi，jingwaicaigoushangxianxiadaohui18.92wanren，laiziquanqiu214geguojiahediqu，daohuirenshubishangjietongqizengzhang21.8%。

下单趋势：小批量、小体积

yichuantongwaimaomoshiweidaibiaodeyibanmaoyizaihenzhangyiduanshijianneidoushizhichengjinchukoudezhuli。zheizhongmoshixia，guoneichangjiatongguodianhua、youjian、zhanhuiyingxiaohuohaiwaibanshichudengfangshihehaiwaijingxiaoshangduijie，dachengdapiliangcaigouhoutongguohaiyunjizhuangxiangwanchengyunshujiaoge。

dansuizhexiadanfangshiwangxiaopiliangbianhua，zheizhongchuantongmoshixingbutongle。songjiesuozaidegongchangyuanbenyibduangongyingweizhu，jikehuzuotiepai，“yiqingzhihou，cduan（xuqiu）chuxianjingpen，xiaotiliangdingdanyuelaiyueduo，zhuanxingzuocduanchengweiyizhongqushi。”mianxiangcduan，zheijiachaozhougongchangzhuyaogongyingziyoupinpai，yanshenglebushao“yijiandaifa”yewu。

chulexiaopiliang，gengduokehuqingxiangxiadanxiaotijishangpin。yijiafoshanjiadiangongchangdefuzerenzhanshilezhuyaochanpinminglu：ciqian，yikuan768×93×478mmchicundecaidianbijiaoshouhuanying，xianzaikehugengqingxiangyulingyikuan745×72×462mmchicundecaidian，“tamenxiwangzhuangjushuliangyueduoyuehao，diyikuancaidianyigehuojuzhinengzhuang2200tai，dierkuankeyizhuang2960tai。”

quanqiuzhifupingtaipingpongshujuxianshi，jinnian1yue1rizhi3yue3ri，jishipingpongwaimaob2bshoufukuanyonghuyoushikuajingdianshangshoukuanyonghudezhanbizengjiale53gebaifendian，qizhongguangdongdiqujinnianyijidutongbizengjiachao2bei。

pingpongzhongguoqudianshangyewuzongjinglizhengzhikunxiangjiemianxinwenfenxizhi，guoqudeshinian，zhongguodegongyinglianyizhizaixianshanghuahekejihua。tebiezaiguoquliangnian，xuqiuduandebianhuadaobigongchanghegongyingshangbujuxianshangb2bhuob2c；yiqingfangkaiqianhou，xiaofeishichangdebuquedingxingzengjia，jinyibujiasulegongyingliandegengxindiedai。

“womenzaiqianxianshichangyekandaohenduoyuanlaizuochuantongmaoyide，tebieshididuande（changjia）zaizhuanxing，jinnianyoulianggediangengjiacushizhuanxing：diyigeshichuantongwaimaodeshengyiyousuoyingxiang，dierge，yiqianzuokuajingdianshang，kenengzhinengtongguoyamaxun，xianzaikexuanzedepingtaiyuelaiyueduo，zhuanxingmenjianyezaimanmanjiangdi。”zhengzhikunrenwei。

songjietidao，cduanbujinzhishizhongduanxiaofeizhe，suizhetiktokduanshipindaihuozaiguowaidehuobao，henduokol、wanghongyehuixiangfensituijianxiangguanchanpin，bianchengle“xiaob”：“keyibatamenlijieweizhongjianshang，congwomenzheilicaigouhou，zaifenfajixiayoufensi。zheizhongkehuzhengzaibianduo。”

加码海外仓

zhongguokuajingdianshangcong2010nianqianhouqibu，jingguo15niandefazhan，zheigesaidaodeqipaoxian，yijingnuozhihaiwaicangdeshezhishang。

“zheijitiandekerenmudedouhenmingque，huiyouxiankaolvzaihaiwaiyoucangkudechangjiahuogongyingshang。”songjiejitianlaijiedaidejibenshikuajingdianshangyunyingfang，tamengongchangzaitaiguohemeiguoshezhilehaiwaicang，zheishi“liangbiandoujiangdifengxian”deyouxiaofangshi：“womenbahuojiaodaohaiwaicangku，youzijirenguan；kehuyebuyongmaixiayizhenggehuoju，buyongdanxinzhixiaodewenti。”

zhengcebianhuashiqushibujuhaiwaicangdelingyizhongyinsu。meiguoguotuanquanburiqianzhichu，jiangyanshen“zuidijinkoumianshuibaoguo”。ciqian，zhongguokuajingxiaobaojiazhidiyu800meiyuan，zaijinrumeiguoshikeyimianshui。

suizhewuliushengtaidewanshan，zhongdajiancangchuyechengweikuajingdianshangdezhongyaowanjia。erdajianshangpinduihaiwaicangdexuqiugengshen。laizijieyangdeyinghedianzizhuyingchanpinbaokuojiguangdabiaoji、shuijingbiaoji、wutaitexiaopaopaoji、diannaocixiujidengshebei，shezhile132gehaiwaicang。

suoduanjiaohuozhouqishihaiwaicangdelingyiyoushi。yinghedianzizongjinglihulixingaosujiemianxinwen，haiwaicangmoshixia，keyibendizhifuhetihuo，kuaidehuadangrijiunengtihuo，erzaichuantongwaimaozhong，kehuxuyao1dao2geyuecainengqudaohuo，youdeshenzhixuyaobannian。

“yiqianmaijidan，xianzaimaiji。”yinghedianzixiayoukehubaokuofuzhuangchangshang、guanggaogongsideng，“feizhou、dongnanya、nanmeizhouxuqiuhenda，yiqiantamenzhijiemaixianchengpin，xianzaihenduoguojiakaishigongyehua，gengqingxiangyumaileshebeizaibentujinxingshengchan，baokuoyinshua、fuzhuangjiagong、jiguangdeng、jinshuqiegehehanjie。”tarenwei，haiwaicangbenzhishangfanyinglekuajingdianshangbentuhuadequshi。

需要开出线下门店

“yiqianwomenshuokuajingdianshang，kenengtezhib2cdekuajingdianshang。xianzaizheigeciyudedingyibuduantuozhan，yinggaibiaoshideshi，baokuozonghedegongyingliannengli、kehufuwunengli、quanzhongduanquanqudaodexiaoshounenglizaineidexinxingyetai。”pingponglianhechuangshirenlushuaizhichu。

duibichuantongwaimaochukouqiyehekuajingdianshang，liangzhedexianzhuqubiezaiyugongyingliandeyunzhuansudu——kuajingdianshangxuyaogengjiarouxingdegongyinglian，gengjiangjiuhuowu、zijindeliuzhuanxiaolv，shishejifuwujiediangengduo、gengjiawangzhuanghuadejiegou。

haiwaicangtixianlezheizhonglinghuoxing。yucitongshi，yixiefuzhuangqiyecongchuantongdemaoyimoshizhujianzhuanbianweigongmaoyitimoshi，yichulixiaopiliang、kuaisuxiangyingdedingdanxuqiu。

laizidongguandetongxinshiyecongshifuzhuangxingye，zaiyamaxun、woerma、sheindengpingtaikaishelepinpaidianpu，yeshezhilehaiwaidulizhan。

gongsiceozhanghewenjieshoujiemianxinwencaifangshizhichu，zhenghegongyingliandeguochengzhong，gongyingshangcongyuanben4jiaguimogongyingshangzhuanbianwei32jiaxiaochangshang，houzhejizhongzaidongguan，youyibufenzaiguangzhou。

“xianzailiuxingxiaodankuaifan，dagongyingshangshunyingbule，dingdanliangjiaoxiao，bufuhetamenguowangdexiguan。suoyiwomenyongzhiyoushijirendexiaogongchang，fanergengkuai。”

tongxinshiyezhuyingmeiguoshichang。weilebaozhengshixiaokekong，tongxinshiyezaidhlfenjianzhanshedian，tongshitouzileyijiahuoyundailigongsi。zhanghewentoulu，ruguocongyamaxunpingtaiduoqudaopeisong，youshihouxuyao5tiancaichudanhao，danshiyongziyougongsi，jibenshangyiliangtianjiukeyile。

zhanghewenjihuazaimeiguobentuxianxiakaidian，“bijingmeiyouxianxiamendian，yigexianshangpinpaidaozuihouhaishiyigeshangbiao。xianxiamendianbuzhishilingyizhongxiaoshouqudao，qishigengduodaibiaodeshipinpaideshuchu。”