wen｜zengzhanggongchang xiangqing

编辑｜赵元

shige3nian，jiangfanzhonghuialiquanlizhongxin。

zuori，alibabajituanceowuyongmingfabuquanyuanyoujian，xuanbuchenglialidianshangshiyequn，renmingjiangfanfuze，xiangwuyongminghuibao。xindedianshangshiyequnjiangquanmianzhenghetaobaotianmaojituan、guojishuzishangyejituanyiji1688、xianyudengdianshangyewu，xingchengfugaiguoneiwaiquanchanyeliandeyewujiqun。

yiyanyigaizhi，likaihexinyewutaotian、bei“liufang”haiwaisannianhou，jiangfanpingjieguoyingdeyewunengli，zaicizhonghuialiquanlizhongxin。erqie，zheiyici，tasuozhizhangdeshiguoneiwaisuoyoudianshangyewu。

zheishijiangfanzaihaiwaidianshangsishasanniandejieguo。zaozaiqunian7yue，jiangfanyizaicichengweialibaba“xianrenhehuoren”。ciqian，2020nian4yuejiangfanyin“gerenjiatingwentichulibudang，yinfayanzhongyulunweiji，jigongsishengyuzaochengzhongdayingxiang”，beiquxiaoalihehuorenshenfen。

zaijiangfandailingxia，aliguojishuzishangyejituan（aidc，yixiajiancheng“aliguoji”）chengweijinnianlaizengzhangzuikuaideyewu，tongshichaoyuealiyunchengweiyingshoulaoer。

alijinqicaibaoxianshi，2024nianq3，aliguojiyingshouwei316.72yiyuan，tongbizengzhang29%。zuoweiduibi，alizhengtiyingshoutongbizengzhang5%，cainiao、yunzhinengfenbiewei8%、7%，ertaotianjituanjintongbizengzhang1%，weichileyifen“timian”。

muqian，aliguojiyingshoujinciyutaotianjituande990yiyuan，gaoyuyunzhinengjituande296yiyuanhecainiaojituande246yiyuan。

danshi，alihaiwaidianshangmianlindeyaliyiranjuda。

genjushichangfenxijigoudata.aishuju，2023nian，gouwuleiappzhong，quanqiuxiazailianghexiazailiangzengsuzuikuaideqianliangmingdoushitemuheshein；aliqixiasumaitongxiazailianghexiazailiangzengsufenbiepaimingdisanhedisi。tongshi，tiktokshitongqiquanqiuxiazailiangzuidadeshejiaoyingyong，quanqiuyuehuoyonghuchaoguo10yi。

neime，zai“liufang”haiwaidianshangdeguoqusannianli，jiangfanshiruhekaoyewushilizhonghuialiquanlizhongxinde，weilaiyoujiangruhedailingguoneiwaidianshangzhankaiyichangquanqiuhuajingzheng？

一、蒋凡掌管海外电商第一年，跨境商战真正开始了

kuajingdianshangpingtaizhenzhengdezhanzhengyaocong2022nianshuoqi，zheiyinianyeshijiangfanzhizhangaliguojiyewudediyinian。

2021nian12yuedi，alixuanbuzi2015nianyilaizuidadeyicizuzhijiagoudiaozheng，cong“zhongtaizhanlve”shengjiwei“duoyuanhuazhili”，daishanjietijiangfanfenguan“zhongguoshuzishangyebankuai”，baokuotaobao、tianmao、alimamadengyewu；jiangfanbeidiaolifenzhan7niande“dataoxi”，fenguan“haiwaishuzishangyebankuai”，baokuosumaitong、guojimaoyiji lazadadenghaiwaiyewu。

jiangfancengzhudaotaobaoyidonghua、neironghuashengji，yidubeichuanwei“alitaizi”。yinweizhongsuozhouzhide“jiatingwenti”shijian，conghexintaotianyewudiaodaohaiwaishichang，beiwaijierenweishiyizhong“liufang”。

duiyujiangfanlaishuo，zheishibidadeyizhang，dancishidechuhaihuanjingyijingdaburuqian，zhengchuyuconglanhaizouxianghonghaidezhuanzhedian。

2022nianzhiqian，pinduoduohaiweichuhai，tiktokhaiwaizhibodaihuoganggangqibu，zhiyoushopee、sheinhealizaihaiwaishichangsisha，danshialibingmeiyouzhuazhuzheigeshiji。

alichuhaihenzao。henduorendouyiweialishizuotaobaoqijia，danqishishichuhaiqijia。1999nian，alibabajituandiyigeyewubankuaijiushialiguojizhan，zheishiyigeb2bdianshangpingtai。

2010nian，alichenglilesumaitong，cengjingkaozhehaiwaishichanghongli“ziranshengzhang”jiuzuochengleeluosishichangfenezhanbizuigaodedianshangpingtai，danfazhan12nian，chengjiquebujinrenyi。genjuali2021niandizaitouzizherigongbudeshuju，sumaitongyuehuoshujudiyulazada，gmvzhishilvegaoyulazada。

lazadachengliyu2012nian，cengshidongnanyazuidadedianshangpingtai，2016nianbeialiyiyue10yimeiyuanshougoukonggu，chengweializaidongnanyadezhudapingtai。cihou，alixianglazadakongjianglejibaimingalizhongcengganbu，bingjiangtaobaohoutai“fuzhizhantie”jilazada ，danshilazadaqueweiyinglaiyuqidegaozengzhang。

cong2017niankaishi，lazadakaishizaiheshopeedejingzhengzhongbaixiazhenlai，dongnanyadianshangjuhepingtaiipriceshujuxianshi，shopeezaidangniandisanjiduchaoyuelazada，chengweiyuenanliuliangzuidadedianshangpingtai。zaidao2018nianzuoyou，shopeekaishizaigmvshangquanmianfanchaolazada。

chulealiguojizhan、sumaitonghelazada，alihaiwaiyewuzhuyaohaiyounanyadianshangpingtaidaraz、zhongdongdianshangpingtaitrendyoyijihoulaituichudexibanyadianshangpingtaimiravia。

danzongtilaishuo，jiangfanzai2022nianjieshouhaiwaidianshangshi，zaineibumianlindezhengshizheiyangyigegangajumian，zuizhuyaodeliangdayewusumaitonghelazadajunzaizou“xiapolu”，erwaibuyesuizhetemu、tiktok shopdejiaru，jingzhenggengjiajilie。

zheiyinian4yue，tiktok shopkuajingdianshangyewushangxiantaiguo、yuenan、malaixiya、feilvbindengdongnanyasiguo，lazadazaidongnanyashichangyinglaiyigeqiangyoulidejingzhengduishou。

9yue，temushangxian，shouzhanjiangmianxiangbeimeishichang，“shop like a billionaire”dejueguanggaotoufangxunsuxinaolehaiwaixiaofeizhe。jupengbobaodao，zaijinrumeiguoshichangliugeyuenei，temu jiuzaiyuehuoyueyonghufangmianchaoyuele shein hesumaitong。

alihaiwaidianshangzaiquanqiuhuajingzhengzhongyouyinglailianggeqiangdi。

二、给钱、放权，重整海外电商

jiangfanjieguanhou，alihaiwaidianshangyinglaijiasufazhanqi。

qizhongzuizhongyaodejiushisumaitong。juduojiameitibaodao，2022nian7yue，jiangfancengzhaokaisumaitongguanlizhedahui，fenxilegezhongdianshangpingtaidemoshiyijiguanjianshichangjihuihou，juedingfaliquantuoguanmoshi。

tongnian12yue，sumaitongzhengshishangxianquantuoguan。cinian3yue，yituoquantuoguanmoshi、zhudaxingjiabidechoiceyewushangxian，dingdanliangxunsuzengzhang。

ciqian，sumaitongshiyipopshangjiaweizhudepingtaimoshi，duishangjiayunyingnenglihelvyuenengliyaoqiugao。quantuoguanjiemoshixia，shangjiazhixugonghuo，youpingtaijinxinghejia、dianpuyunying、wuliulvyue、shouhoudenghuanjie，jianqingleshangjiafudan，jiangdilechuhaimenjian。2023nian8yue，sumaitongyoutuichu“bantuoguan”moshi，huoquan、dingjiaquan、yunyingquanguishangjia，wuliulvyuefuwuguisumaitong。

cihou，quantuoguanhebantuoguanmoshizhichixiadechoiceyewuchengweialihaiwaidianshangzuizhongyaodezengzhangyinqing。2024nian4yue，choicezhansumaitongzhengtidingdandeyue70%。

dijia+quantuoguan+bantuoguanmoshixia，sumaitongyutemuzhankailetongtaijingji。erzaitemuqiangshijingongxia，sumaitongkaishi “mofang” temu，birujinnian4yuetuichule “baiyibutie” zhengce，yijiyezaihaiwaijiadaguanggaotouru。

jinnian3yue，sumaitongchengwei2024ouzhoubeiguanfanghezuohuoban；5yuesumaitongqianyuezuqiujuxingdawei・beikehanmuweiquanqiudaiyanren。zheizaizhiqianshinanyixiangxiangde。juwandianbaodao，2020nianshi，sumaitonghaixuzifuyingkui，chueluosiyiwaideshangbaigeguojiayiniandezongyingxiaoyusuanzhiyou1yimeiyuan。jiangfandaorenhou，caitishenglesumaitongdezhanlveweizhi，bingjiadatouruziyuan。

zheiyezaochenglealihaiwaidianshangyewudekuisunkuoda。jinnianq1daoq3，aliguojishuzishangyejituanjingdiaozhengebitakuisunjuntongbidafukuodashubei，fenbiekui40.85yiyuan、37.06yiyuan，29.05yiyuan。yejiushishuo，jinnianqiansangejidu，alihaiwaidianshanghejigongkuilejin107yiyuan，caibaojieshichengzhuyaoshiyouyuduisumaitonghetrendyoldengkuajingyewudetouruzengjiasuozhi。

jiangfanqinzidaiduizhudaolesumaitongdequantuoguan、bantuoguanyijichoiceyewushangxian，shenzhisumaitongdezhouhui、yuehuidouhuiqinzicanjia，congjituancebangzhuxiediaoziyuan。danzaidongnanyashichang，jiangfanzeyigaiguoqukongjianggaoguandezuofeng，jinxinglefangquanchuli。

2022nian6yue，jiangfantibadongzhengjierenlazada ceo。ciqian，tacengdanrentaiguoheyuenanceo，dailinglazadataiguozhanfangwenliangchaoyueshopee，bingqiechengwei2022niantaiguoshougeshixianyinglidedianshangpingtai；yedailinglazadayuenanzhanliuliangcongdangdidisitishengzhidier。

dongzhengdeshangren，gaibianleciqiankongjianggaoguandailaidewenhuachongtudengwenti，bingtuidongyixiliebendihuabiange。jumeitibaodao，muqian，lazadazaixinmatai、yinni、yuenan、feilvbindeng6gedongnanyaguojiakaizhanyewu，qizhong5geguojiadefuzerenlaizidangdi。

bujinshi“fangquan”，ye“jiqian”。

2018nianhou，pengleidenglazadaqianfuzerenzhudaodesannianqijian，alibingweizaiduilazadajinxingtouzi。zaijiangfanfuzeguojiyewuzhihoudejinsannianshijianli，gongxianglazadatouzilejin37yimeiyuan，jin2022nianjiutouzilelazada16yimeiyuan。

zheixiezijinbeiyonglaifuwubendihua，baokuozijianwuliuwangluo，yijitouzidangdizhifuqiyedeng。yishouzhuawuliu，yishouzhuazhifu，lazadabuduanwanshandianshangshengtai，jinnian7yueshixianlezhengdeebitda（shuiqianxiqianzhejiuqiantanxiaoqianlirun），zheishizi2012nianchengliyilaishoucishixianyingli。

三、海外电商，还有一场硬仗要打

jiangfandailingalihaiwaidianshangqudedechengjiyoumugongdu，zheiyeshiqiqunianzhonghuialihehuorenxinglie，youzaijintianzaicichengweiguoneiwaidianshangceodeyuanyin。

danmuqian，alihaiwaidianshangmianlindeyejiyaliburongxiaoqu。

temuquanqiuyonghushuyijingchaoguosumaitong。genjushujutongjiwangzhansimilarwebshuju，2024 niandiyijidu，temudequanqiuyuejundulifangkeshuwei1.85yi，ersumaitonghesheinfenbiewei 1.64 yihe 8000 wan。dangran，laodagehaishiyamaxun，meiyuequanqiudulifangkeshuliangda 4.28 yi。

zaidongnanyashichang，lazadabeishopee chaoyuehou，youzaiqunianbeigangjinrudongnanyashichangsansiniandetiktok shopchaoyue。momentum worksbaogaoxianshi，2023nian，shopeerengweizuidadianshangpingtai，zhanyou48%deshichangfene，jiaoyizonge（gmv）da551yimeiyuan。tongshi，lazada jiaoyiecong2021niande210yimeiyuanxiajiangdao2023niande 188 yimeiyuan。

tiktok shopzaidongnanyadejiaoyiezai2023nianfanlesibei，dadao163yimeiyuan。erqie，suizhetiktok indonesiayutokopediahebing，tiktok shopzai2024nianyichengweidongnanyadierdadianshangpingtai。

alidianshangzaihaiwaimianlindejingzhengheqianjinianguoneishichanghenleisi，yibianshipinduoduo/temuyidijiacelvehefengkuangdeguanggaotouruxunsuzhanlingyonghuxinzhi，qiangduotaobaoyonghu；lingyibianshidouyin/tiktokyiduanshipinhezhiboqiangduoyonghushijian，ranhoudazaoneirongdianshangbihuan。

danshi，haiwaidianshangmianlindejingzhengyuanbiguoneigengjiajilie，yinweihaiyouraobuguoqudequanqiudianshangjutouyamaxun，yijishopee、sheindengkuajingdianshangxingui。

rujin，wulunguoneiwai，zheichangquanqiuhuajingzhengjiaojilejiangfan。haijidemeituanchuangshirenwangxingcengzaipengyouquanzheiyangdianpingjiangfan，“jiexialaijinian，jiukanpinduoduodehuangzhenghetaobaotianmaodejiangfanzheilianggecongmingrenruhejiaoliang……jiangfanruguonengyingzheiyizhang，neijiushidangzhiwukuidealiceojiebanren，ruguotayouxingquganzheihuodehua。”