文｜时代周报

“shishangzuizhangheiwu”jijiangxingzhiweisheng，danxuduokuajingshangjiarengweidenglaiqidaizhongdebaodan。

dangdishijian11yue29rishimeiguoyinianyidudegouwudacujie——“heisexingqiwu”（jiancheng“heiwu”），genjuadobe analyticsyuce，meiguozhouwuzaixianxiaoshouejiangdadaochuangjilude108yimeiyuan。

duiyuhaiwailingshoushanghekuajingshangjialaishuo，zheiyeshiyinianzhongzuifanmangdeshiduan。buguo，suizheyamaxundengdianshangpingtaibuduanlazhangdacushijian，jinniandeheiwugouwujiezaozai10yuezhongxiaxunjiuyizaijubukaiqi。adobe analyticsshujuzhichu，11yue1rizhi24ri，meiguojiarigouwujidezaixianxiaofeiedadao774yimeiyuan，tongbizengzhang9.6%。

kuajingdianshangsaidaoriyiyongji，jingzhengyufajilie，bushaomaijiadedingdanliangbujiyuqi。

“10yuezhongkaishijiuyijingshixingyechuantongdewangji，danshidaojintianweizhi，dianpuwangjizhengtixiaoliangtongbiqunianhaishixiahuade。xianzaiwomendoupanzhedacuzuihouyitian（12yue2ri），zheitiandexiaoliangtongchanghuibiheiwudangtianyaohao。”11yue29ri，zaiyijiazhuyingwanjupinleidekuajingdianshanggongsidanrenyunyingdedididuishidaizhoubaojizheshuodao。

didideganshoubingfeigeli。jinnianheiwudacukaishiyilai，duomingmaijiajunduishidaizhoubaojizhefanyingxiaoliangbujiyuqi。zaishejiaomeitishang，bufa“canjialepingtaicuxiaohuodongdanbujianxiaoguo”“guanggaofanbeidingdanquebujianzhang”dengshengyin。

guoqu2nian，yitemu、shein、‌tiktok shophesumaitongweidaibiaode“chuhaisixiaolong”xianhoukaitongquantuoguanyubantuoguandengmoshi，jidajiangdilekuajingdianshangkaidianmenjian，yedianfulexingyeshengtai。

yuelaiyueduoshangjiayongru，xiancundelanhaishichangbeixunsuzhanling。ersuizhexingyehonglijianshao、pingtaijingzhengshengji，juanjiagechengweinanyibimiandequshi。yunyingnanduzengda、lirunlvzoudiyechengweishangjiapubianmianlindewenti。

“youzhangyouleng”deheiwubeihou，kuajingmaijiadeshengyiyuelaiyuenanzuole。

史上最长黑五

“dacuzhouqiladetaizhang，henduoxiaofeizhemeiyouxiadandereqingle。”buzhiyimingkuajingcongyezheduishidaizhoubaojizhebiaodaleshangshuguandian。

zaihaiwai，heiwudacutongchangcongdangdishijian11yuedezuihouyigexingqiwukaishi，chixuzhicizhouyi，cuxiaozhouqiyue5tian。raner，jinnianheiwudacuquebiandegewaimanzhang，yuguoneideshuang11yuelaiyuexiangsi。

ji2023nianjiangheiwudacuyanzhangzhi11tianhou，jinnian，yamaxunyoujiangheiwudacuzhouqiyanzhangzhi12tian（11yue21ri-12yue2ri），weipingtaishishangzuizhang。gedazhongguokuajingdianshangpingtaidedacuzhouqizeladegengzhang。temudedacuzai10yue20riqidong，zongshizhang47tian；sumaitongdezhanxianlazhangdaoyigeyue；‌tiktok shopdeheiwudacuzhouqizedadao20tian；ciwai，meiguolingshoujutouwoermayejiaruyanzhangliedui，dacuhuodongcong11yue11riyizhichixuzhi12yuechu。

pingtaidecuxiaohuodongye“juan”leqilai。jinnian，yamaxunhaiwaigoudeheiwuquanqiugouwujishoucishangxianjingdong，kuodalecuxiaohuodongmianxiangdeshichangquyu。tik tok shopmeiguozhanzaizhijiangbutiehuodongzhong，jichuledanshangpinpingtaizuigaobutie30meiyuandeyouhui；sumaitongzejiangmugongsialibabajituandebaiyibutiehuodongfuzhidaolehaiwai。

heiwudacuhunzhanbeihou，pingtaimenzaoyijinrutieshenroubodejingzhengjieduan。

ji2023niantongguoquantuoguanmoshigongruyamaxunfudihou，jinnian，“chuhaisixiaolong”xiangjiqiyongyamaxunchangyongdebantuoguanmoshi，yixiyingengduoshangjiaruzhu。ciqian，quantuoguanmoshizhuyaoxiyinzhuyingfushi、jiaju、meizhuanggehudengkedanjiapiandideqingxiaojianchanpinshangjiaruzhu。bantuoguanmoshiqiangduodezeshizaihaiwaiyongyoubentucang、nengzaibendikuaisufahuodeyamaxunmaijiahedulizhandamaijia。zheileimaijiazhuyingchanpinfugailejiajudajianhuo、xiaofeidianzidengpinlei，chanpindejingzhengliyukedanjiagenggao。

dashoubideguanggaotouruyeweipingtaidailaileyonghuliangdekuaisuzengzhang。meiguosensor towerdeshujuxianshi，jiezhijinnian8yue，temudeyingyongchengxuxiazailiangzaizhuyaodianshangpingtaizhongpaimingdisan，yonghushuliangyijiejinyamaxunde91%；lingjushujufenxiwangzhansimilarweb，sheinchengwei2024nian9yueyijidisanjiduquanqiufangwenliangzuidadefuzhuangyushishangwangzhan。

temumenlaishixiongxiong，yamaxunyezhankaihuiji。

jinnianyilai，yamaxunluxuxiadiaolemeiguozhan、ouzhouzhan、ribenzhandengzhandiandijiafuzhuangleishangpindeyongjinbili。weijinyibutiejinzhongguomaijiajigongyinglianziyuan，yamaxunhaizaiguoneisheliquyuzhongxinyudifangbangongshi，jiakuaijianlibendihuaduogongnengtuandui。

heiwuqianxi，yamaxunzaizhanneishangxiandijiashangdianbankuai“haul”。haulcaiquhetemumenleisidequantuoguanmoshi，tongshizhugongdijiashichang，dabufenshangpindejiagezai10meiyuanzuoyouhuoyixia，zaishoudechanpinyezhuyaoshizaitemumenshangrexiaodeshishang、jiajuheshenghuoyongpinpinlei。ciwai，qubieyuquantuoguanmoshixiabaolandingjiaquandetemu，muqian，yamaxunhaulrangmaijiayongyoudingjiadezizhuquan。

商家们困在比价里

xingjiabixiaofeiqushixia，dijiahualangchaoyezaixijuankuajingdianshanglingyu。

jiezhupingtai，zhongduojubeixionghouzibenyugongyinglianyoushideshangjiafenfentoushenkuajingdianshangsaidao，yejiangguoneichanyedaidejiagezhanmanyanzhihaiwai。

vincysuozaidegongsizhuyingyikuanchuangxinxingdianzichanpin。jinniannianchu，chanpinkedanjiazai800~900meiyuan，yijiakongjianpoweikeguan。suizheyinianlaijinruqisuozaixifensaidaodemaijiayuelaiyueduo，rujin，vincygongsidechanpinshoujiayijiejinchengbenjia。

lihuadegongsiyemianlintongyangdejingkuang。qizhuyingdezhinengjiajuchanpinguoqukedanjiazai100~160meiyuan，jinnianyilai，chanpinshoujiayexiadiaodaole70~80meiyuan。“xinmaijiatongchangdouhuiyidijiaruchang，huozhezaiqianqichixushaoqianqiangduoshichang。womenyixielaochanpinyuanbenlirunlvtinggaode，danweilebaozhushichangfene，yezhinengjiangjia。”lihuashuodao。

laizipingtaideyajiayubijiaxitongshidijiahualangchaobeihoudetuishou。

quantuoguanmoshijiangdileshangjiaderuzhumenjian，yerangpingtaibawolechanpindedingjiaquan。weileshaixuanchuyongyou“jizhixingjiabi”dechanpin，pingtaihuiqiyongyixilieyajiajizhi。

yibaneryan，shangjiaxiangpingtaitibaochanpinshi，huijinxingchushibaojia。dangpandingshangjiadebaojiaguogaoshi，pingtaihuifasongdanchuangtongzhishangjiajiangjia，xiangguanmaishouyekeyiyong“yijiandiaojia”defangshizhijiediaodichanpindejiage。bufenshangjiashenzhixuyaojieduanxingdicanjiapingtaide“meizhoujingjia”huodong，jimeizhoujinxingyicitongkuanshangpinjingjia，tongkuanzhongjiadizheshengchu。zaishangshuyajiajizhizhong，jujuejiangjiadeshangjia，bianhuizaoyuliuliangjiangquanshenzhibeijinzhishangjiashangpin。

“youshihouyajiafudutaidashenzhibuheli，erqieyajiadepinciyeyuelaiyuegao。congzuikaishidebudingqiyajia，daohoulaideyitianyiyajia，fazhandaoxianzaiyitianjicishenzhishibianzhehuazhaodehuodongxingyajia，haiyouxitongzidongmorendemeitianyajia，yicengcengyaxialai，wodoumamule。”moukuajingdianshangpingtaidequantuoguanshangjialeonduishidaizhoubaojizheshuodao。

yucitongshi，shangjiamenhaixuyaojingshoubijiaxitongdekaoyan。

zaidongxiaoguochengzhong，pingtaiweibaozhengsuoshoushangpinjiagedejingzhengli，junhuizhuaqujingduipingtaitongkuanshangpindeshoujiajinxingbidui。jushidaizhoubaojizhelejie，zaiyamaxunshang，jiaruyikuanshangpinzaiqitapingtaishoujiadiyubenpingtaide15%，xiangyingmaijiadegouwuche（jixiadanlianjie）jiuhuibeizanshixiajia。

duiyuduopingtaibujudemaijiaeryan，bijiaxitongwuyijidaxianzhileyunyingkongjian。

“zheigejizhizhendefeichangbuyouhao。weilebimianbeibijia，muqianwomenzhinengbashangjiadaoyamaxunhetemulianggepingtaidechanpin，wanquanzuoqufen。”zhuyinghuwaifushidekuajingdianshangmaijiamaxgaosushidaizhoubaojizhe。

danduiyugengduotiliangyouxian、chanpinshuliangyouxiandemaijiaeryan，mianduibijiaxitong，bianjiedeyingduicuoshidaduoshicelvexingdisheqizaiqitapingtaideshouyi。youyuchanpinjiaoweiyilaiyamaxun，lihuadegongsixuanzezhizaiyamaxunshoumaizhongdianchanpin，zaitemudengpingtaizejinpushexuyaoqingkucundefeizhongdianchanpin，yijiaodideshichangyingxiaochengbenyunyingdianpu。

跨境电商进入微利时代

xingyeneijuandiejiaxinyilunjingjizhouqi，kuajingdianshangxingyezaijinianjianzhujianchengweiyipianhonghai。

maggiezaisheinyutemukaidiandeshizhangfenbiewei1nianbanhebannian，zhuyingnvzhuang。jiliejingzhengxia，weilejiangxinpintuichengbaopin，maggiededianpuxuyaocanjiagengduopingtaicuxiaohuodonghuodeliuliang。yucitongshi，suizhepingtaizhengcediaozheng，maggiededianpuyecongguoquyupingtaigongdanyunfeibianchengxuyaoquanbuchengdanyunfei，haixuyaomianlingeleixinzengdeshouhoufakuan。yixiliezhu、beidongdechengbenzengjiazhixia，maggiedianpudelirunyueyayuebo，yuejiangdile5%~8%。

yumaggieqingkuangleisideshangjiayebuzaishaoshu。ciqian，kuajingdianshangxingyezhuanyedepinpaiguanliyunyingjigouhaibidianshangdechuangshirenlanyouyangjieshoushidaicaijingcaifangshicengbiaoshi，haibidianshangfuwudebufengongchangxingmaijia，zai2022nianqiankuajingdianshangyewujinglilvtongchangzai10%~15%。ranerdaolejinnian，jinglilvyijingjiangdaole5%~6%。

lingjukuajingdianshangpingtaiyuguokuajingshuju，2023nian，jin27%maijiabiaoshilirungaoyushangyiniantongqi，59%demaijiabiaoshilirunchuxianxiahua。2024niandiyijidu，liruntongbixiahuademaijiabizhongwei44%。tongshi，jinqichengmaijiadechengbentongbishangzhang，wuchengmaijianianzhongwangjiyejibujiyuqi。

dangshengyibiandeyuelaiyuenanzuo，maijiamendexintaiyesuizhizhuanbian。

lanyouyangcengduishidaicaijingzhichu，rujinxuduogongchangxingmaijiazaijinxingyewutourushibiandejinshen。“touzihuibaolvxianzhujiangdi，zaijiashangyixieduiweilaiguanshuihuanjingdebeiguanyuqi，yixieyuanbennengzaiyewushangtouru300wanyuandemaijia，rujinkenengbatourujiangdaole100wanyuan。erdangtourubiandebaoshoushi。xiaoliangyejiugengshangbulaile。”

bushaomaijiagankaiyuxingyedekuaisubianhuan。ruzhutemuyinianduodeleonrujinyewuyijingshixianwendingyingli，danrengrenweizijijinrupingtaideshihoutaiwan。“yaoshizaizaobanniankenenghuihenchixiang，fengkouhenkuaijiuguoqu，shijitaizhongyaole，jinnianrujudexinshoubiquniannandugengda。”leonduishidaizhoubaojizheshuodao。

ruhezaidijiahualangchaozhongshengcun，yechengweilesuoyoumaijiabudebusikaodewenti。tongguochanpinchuangxin、bujuxinpingtairaokaiyongjidejiagezhan，chengweiyongyouzugouzijinyuyanfanenglidemaijiadegongshi。

weiletigaolirunlv，lihuasuozaidegongsijinniankaituolexindechanpinleimu。“jingguoshishui，bufenchanpinxiaoliangfankuihaibucuo，womenkandaoleshichangxinjihui，mingnianhuijiadaxinpintuiguanglidu。”lihuashuodao。youyuzhuyingdehuwaifushichanpinxiangduijuyoushichangbilei，maxdegongsixuanzejianshepinpai，falibujuduipinpaixingmaijiagengjiayouhaodedulizhanyu‌tiktok shop。

nengligengweiyouxiandeguangdazhongxiaomaijia，zexuanzezaipingtaidekuangjiaxianulijiangbenzengxiao。weijieyuechengben，maggiedetuanduicongxiadingdanrangdaigongchangbaogongbaoliaoshengchan，zhuanxiangzixingwangshangyoucaigouyuancailiao，yecongzhongshixinkuandekaifaliang，zhuanergengjiazhongshixinkuankaifadechenggonglv。“xianzaibumangmuduiliangle，duiyixiebiaoxianpingpingdexinkuan，huiguoduanfangqi，butuzengzhixiaokucundeyali。”

dang“weili”yichengweixianjieduanshichangdechangtai，shangjiamenruheyingduiyejiangjuedingqiweilainengzoudeduoyuan。

（文中受访者名字均为化名。）