wen｜36kechuhai shiyi

编辑｜Jason

4yue，jiajujiajukuajingdamaiaojikejizaigangjiaosuodijiaozhaogushu，nizaigangguzhubanshangshi。zhaogushuzhongpilu，aojikeji2023nianyingshoutongbizengzhang22.3%，zhi86.82yiyuan。jingli2021niandeyamaxunfengbohou，aojikejidiaozhenglechanpincelve，zaijiajujiajuleichanpinheduoqudaobujushangqudejinzhan。

jiajuchuhaizheimenxingye，zaiguoqujinianbozhebushao，shichangxuqiu、haiyunchengben、qudaokucunyalijijingqifu。congjinqishujukan，jiajushichangdehaiwaixuqiuzhengzaihuinuan。

maijiajujilaowai，shimenzenyangdeshengyi？jinjiniandeshichangheqiye，youfashenglezenyangdebianhua？

冷暖交织的家具出口历程

dangxiazaikuajinglingyu，shitouzhengmengdemoguoyuwaimao“xinsanyang”。danchukou“laosanyang”——jiaju、fuzhuang、jiadian，saidaoneibuyezaifashengbianhua，chengxianzhuanxingshengjideduocengmianmao。

yijiajuweili，zhongguojiajuzhizaoxingyesuigaigekaifangqibu，shushinianjianzaineixuhewaixugongtongzuoyongxiakuaisufazhan，zhongguochengweiquanqiuzuidadejiajuchukouguohexiaofeiguo。zaiguonei，jiajuxingyeyijingxingchengzhejiang、guangdong、jiangsudengchanyejujidi，xiaowangmei、ri、ying、handenghaiwaiguojiashichang。2019niandemaoyimoca，yerangguoneizhongduojiajuqiyexuanzechuhaizhiyuenan、moxigedengditouzijianchang，yijiangdiguanshuiyingxiang，jinyibumaichugongyinglianquanqiuhuadebufa。yiqingqijian，shouyiyuhaiwaijujiaxiaofeixuqiuheguoneigongyinglianbaozhang，jiajuchukouzaichuangxingao，2021niantongbizengzhang26.4%zhi738.2yimeiyuan。

danshizhi2022nian，duozhongfumianyinsuchuxian，haiwaixuqiugaozengzhuanjiang、haiyunfeiyongbodongqifu、qudaoshangkucunyalizengjia，2022nianzhongguojiajujiqilingjianchukoujinetongbixiajiang5.6%。

haozaidangxiashichangyiyouhuinuanqushi。jiajuxingyeyudichanxingyemiqiexiangguan，meiguoshichangdiyadaikuanlilvxiaxing，daidongdichanxiaoshouliangzengsuhuisheng，yujiyeyouwangladongjiaju、jiadiandengxuqiu；oumeishichangqukucunjinruweisheng，bukuxuqiuyouwangtishengchukou；ciwaidongnanya、zhongdong、lameidengshichangdejiajuleimuxiaoshouyezaizengzhang。juhaiguanzongshushuju，jinnianyijidujiajujiqilingjianchukouewei1241.4yiyuan，jiaoquniantongqizengzhang23.5%。

zaijiajusaidaoneibu，xindefenggexuqiuyezaichansheng。jingjiheshehuihuanjingdebianhua，yingxiangzherenmendeshenghuoxiguan、shenmeifengge，yezhijiefanyingzaiduijiajupinleixiaofeixuqiushang。youxingyerenshigaosu36kechuhai：“jiajupinleishisuizhequanqiujingjidahuanjingbuduanbianhuadesaidao。biruyiqingqianhou，jiajudexuqiuchangjingjiufashenglehendagaibian。yiqingqian，shichanggengpianxiangyushineidejiajuhuanjingxuqiu，yiqinghou，jiajudehuwaixuqiuzengzhang，dajiagengyuanyizouchuqujiechuxinxiankongqiheyangguang。shineijiajudefenggeyeyouzhuanbian，biruoumeishichangyuanxiangengxihuankanqilaihualidechanpin，yiqinghourendexiaofeiguanniangaibian，huigengxihuanxiangduijianyuedefengge。”

cankao tiktok for business jinqifabude《quanqiuxiaofeiqushibaipishu》，shenghuojiajuchuileishimeiguotoubudianshangsaidao，qiedangxiamanshenghuo、zhongshijiating、huwaisongchizhengchengweishenghuofangshihexiaofeixuqiuguanjianci，dailaijiankanggehu、jiajujiajudengsaidaodeshangji。

大件出海，物流仓储先行

buguo，jiajusaidaodehaiwaixuqiushangjibingburongyibawo。zaichanpinkaifashejizhiwai，kuajingjiajusaidaodeshouyaonenglibianshiduichanpingongyinglianzhouqiyuchengbendebakong。

“jiajuxingyemenjianhuigenggaoyixie，gengkaoyanzijinpandeyunyonghehuopandecaopan。gongyinglian、cunchuhehaiyundezhouqibakonghenkaoyanyunyingnengli，cangchu、wuliuheshouhoudenengliyejuedingzhezhenggechanpindelirunlv。”xingyerenshibiaoshi。

dajianchanpinchukouzhuyaojinghaiyun，erhaiyunjiageyishouguojijushiyingxiangraodong，2022nianyiqingdaozhihaiyunjiagegaoweiyunzhuan，jinqihonghaiweijilinghangyungongsizantinghangxianraoxing，yedaozhihaiyunfeiyongshengzhang；erweibaozhengshixiaohefuwuzhiliang，maijiahaixuyaobujuguanlihaiwaicang。yinerwuliuhaiyunguanshuidengchengben，zaidajianjiajushengyichengbenzhongbizhongjiaogao，qiebiandongpoda。

kuajingjiajuqiye，bushaoyedoujiangwuliuhaiwaicangbujuzuoweijiangbencelvehezengshouyewu。birulegegufen，yiziyinghaiwaicangweijichutigonghaiwaicangzonghefuwu，baokuotouchenghaiyun、yijiandaifa、fba zhuanyun、haiwaicangchu、shouhoutuoguandeng。cankao2023niancaibao，gongsizhinengjiajuyewuhehaiwaicangyewushuanglunqudongyingyeshouruzengzhang，qizhonggonggonghaiwaicangyewushixianshouru9.51yiyuan，tongbizengzhang94.03%，zhanyingyeshourubizhongtishengzhi24.38%。

aojikejiyetongguoqixiaxiyouzhicangtigongwuliujiejuefanganfuwu。juzhaogushu，aojikeji2023nianyingyeshouru86.83yiyuan，tongbizengzhang22.30%；jinglirunwei5.2yiyuan，tongbizengzhang133.18%，2023niangongsiqixiayou11gepinpai gmv chaoguo1yiyuan；2023nianwuliufuwushouruzhangongsizongshourubilida19%，jufuruositeshaliwen，xiyouzhicangzaizhuanzhuzhongdajianchanpinde b2c chukoudianshangwuliujiejuefangantigongshangzhongpaimingdiyi。

从代工到自主品牌，借势新兴流量渠道

duiyuzhangqiyizhong odm/oem moshidejiajuxingye，duoyanghuajingyingmoshi、jiaqiang to c zizhupinpaihequdaojianshe，xunzhao“xingjiabi”zhiwaidekongjian，shiqiyejinjiedepubiancelve。

yifangmian，zai“xiaofeijiangji”chengweiquanqiuxiaofeizhutideqiantixia，kedanjiabudidejiaju、jiajuxiangguanchanpin，xuyaocongpinpaisheji、changjinggushi、qingxujiazhidengjiaoduchufa，ranggukegengyouhuodegan；lingyifangmian，chixufengfuqudaobuju，yeshidangxiakuajingshangjiadegongshi。danyipingtaizhanbiguogao，mianlinpingtaibiandongshijiuhuichuyubeidongzhuangtai，ranghenduokuajingdamaichiguodakui。

congpinpaijiansheheduoqudaojingyingdejiaoduchufa，baokuoaojikejizaineidexuduokuajingjiajushangjia，douzaibujuduoyanghuaxianshangqudao，chulechuantongdianshangpingtaibiruyamaxun、woerma、wayfair deng，yezaijiaqiang tiktok、temu dengpingtaideyunying。

zai tiktok shang，jiuyijingyoubushaojiajushangjiachangdaotiantou，birukaoyibawufushouyi“chuquan”de sweet furniture；henglingufenqixiapinpai nouhaus yezai tiktok shangzuochubushaobaopin，jinqifabudecaibaocheng2023 niangongsishixian tiktok shop jiajuleimudiyi，quanniandianshangyewushourushixian16.21 yiyuan，tongbizengzhang 60.5%。

moukuajingshangjiashichangfuzerenyefenxiangleduiyuxinqudaodeguancha：“tiktok shiyigenengbaxinchaoshejihechanpinyongduanshipinxingshizhanxianchulaidepingtai，zaiwomendeguanchadangzhong，yeshiquanwangweiyinengzuodaopinxiaoheyidepingtai。erqie tiktok liuliangkeyiwaiyi，mouxiechanpinzai tiktok shangbaolezhihou，huidailaitongkuanchanpinyamaxunxiaoliangdetisheng。womenhenzaojiuzai tiktok shangzuopinpai，ba tiktok zuoweizhangqitourudezengliangqudao。tiktok kailexiaohuangchezhihou，womenyeshunlichengzhangzuoquanliantiaodeshengyi，yixiepinleiyeyijingzai tiktok shop shangzuodaoletoubu。”

buguo，tiktok deliuliangxiangyige“heihezi”，bingqiezhengzaiyiyueweidanweikuaisubianhua，duimaijialaishuojishijihuiyeshitiaozhan。“xianzai tiktok de gmv、yuexinzengdarenshuliangshangyizhizaizengzhang，meigeyuedebianhuahenkuai。gaosuzengzhangdeguochengdangzhong，yehuidailaigezhonggeyangdewenti。birushuodarenzhiliangcanchabuqi、darendezhuanhualvhugaohudi，youjileishujudedarenhuiyoufeichangduodeshangjiazhao，jiageyeyidingfeichanggao，xinjinchangdedarenshujubugouduo，shangjiayexuyaokaoliang。”zheiweifuzerenguanchadao。

xinliulianghexuqiudejihuixia，shangjiaxuyaozuohaoduoqudaozhijiandezhouzhuanpingheng，jingxidiaokong。

darencelveshi tiktok liuliangcelvedezhongyaoyihuan，tajiangqizongjiewei“0dao1、1dao10、10dao100”sangejieduan：“cong0dao1，shuyuzaoqiceshiguocheng，xuyaojingxuandaren，cechudaipindarenhuaxiang、zenyangxiaoguoshujuhuihaokan；cong1dao10deshihou，xuyaochongcifangliang，xuyaoyinrugengduodedaren，biaozhunkenenghuifangkuanxie；dan10dao100，liangdadaoyuqideshihou，yehuijiehekucundeqingkuang、gongyinglianshengchanhewuliuzhouqizonghekaolv，ruguoxuyaoshou，jiuhuibadarentoufangcelveyeshouyixia。”

“liuliangduancongbofengheboguzhijianhennanwanquanzhangkong，qiebenzhishanghaixuyaogongyingliancedezhicheng，yunyingxuyaozonghekaoliang。richuqiandanyixia、qiandandaowandan、wandanyishangdebaofaqi，zhenduibutongjieduanzuojingxihuayunying。”

拓宽渠道布局，走入线下走向更远

chixutuokuanziyoupinpaidaolu，jiangchengweijiajuchuhaixinjieduandegushi。

jiajupinleidexianshangshichangzhengzaikuaisuzengzhang，danxianxiarengranshijiajuxiaoshou、yonghutiyandezhongyaoqudao。yixietoubujiajuqiyedeziyoupinpai，zaihaiwaixianxiaqudaoyezhubudakaishichang。birugujiajiajujinqifabude2023niannianbaozhongtiji，gongsishoucizaiyindudazaoleliangjia kuka home biaogandadian，maichuleziyoupinpaichuhaidezhongyaoyibu；yu costco shoucitupoxianxiayilei、chuangpinleihezuo，jianli costco quanliuchengpinzhiguankongtixi。jiezhi2023nianmo，gujiajiajuyizaiyindu、taiguo、wenlai、xinjiapodengduogeguojiadiqukaishepinpailingshoudian。

“xiangxianxiakuozhan，zheishipinpaishengzhangjieduanjuedingde。”xianxiaqudaohepinpaishishuangxiangxuanze，guochengyekaoyanpinpaidezhichengli。youshangjiajulimouquanqiuxianxiaqudaodejinzhuguocheng：“taduiyugongyingshangyouhenwanshandeyitaoluoji。diyikannidepinpaishibushigouying，dierkannidejiagetixishibushishihe，disankannidechanpinxianshibushigoufengfu，dangekuanshihennanjinqu，disitaduicangchuwuliuyouhenyangedeguanlitixi，shangjiazaimeiguodehaiwaicangxitongxuyaoquduijie、huoderenzheng。”

dajianshengyizhida，bujinzaichanpintijihezijinguimozhida，yexuyaogengdadequanpanshiye。zheishiyigewufakaodanyichanpinhuozhequdao、duanqicaopanpaoyingdesaidao。

“kuajingdianshangshizhangliantiaoyunyingdechanye，bingbushishuodanyiyidianbaofa，jiunengchenggong，haishixuyaohuiguishengyibenshendeluoji，jianshetixihuanengli。zaiyunyingcelveshang，yeyaobaochiduishichangdejingweizhixin，birushuogezhongzhengcedebianhua，genglizhidimianduigezhonggeyangdetiaozhan。”xingyerenshibiaoshi。

cong“xianshangyijia”，daoquanqudaodequanqiuhuapinpai，jiajuchuhaidedaoluhaizaijixu。