wen | techxingqiu linjing

youshein、temu、alisumaitonghetiktok shopzuchengdekuajingdianshangsixiaolong，zaiqunianxiangyamaxundebazhudiweifaqitiaozhanzhihou，jinnianyinglaihouzhedefanji。

zaihaiwaibanshuangshiyi“heiwu”kaishiqian，yamaxuntuichuledijiashangcheng amazon haul，haulyaoqiusuoshoushangpinjiageshangxianwei20meiyuan。jinnian“heiwu”qijian，baokuo0.5meiyuandemeizhuangshua、1.5meiyuandeshoujiqiao、5meiyuandefushidengzainei，duokuandizhijimeiyuandechanpinrexiao，rangkuajingdianshangdedijiazhanshizaidujiaozhuo。

jiagezhanzhiwai，tamengongtongdemubiaoshiquzhengduogengduodezhongguomaijia。juwandianciqianbaodao，temu kaolvtuichupingtaimoshi，xiangtaobaoyiyang，shangjiazizhuxuanpindingjia、kaishejingyingdianpu，fahuodaohaiwai，pingtaishouqujiaoyiyongjin。

congweigongchangxingmaijiatigongquantuoguanfuwu，daoweihaiwaicangyouhuodedulizhan/yamaxundamaijiatigongbantuoguan，zaidaoxiyinpinpaishangjiaruzhu，kuajingdianshangsixiaolongchuangzhengtongguoduozhongmoshidiyuwaizaijingzheng，tongshiyeshizaihaiwaihegui、“xiaoehuomian”zhengceshoujindengdiejiayalixia，jiakuaibentuhuajincheng。

低价战、卷营销，“黑五”贴身肉搏

dayangbian，ganggangjinglileshishangzuizhang“heiwu”。baokuosumaitong、‌tiktok shophesheinzainei，jiang“heiwu”zhanxianzaidulazhangzhiyigeyuezuoyou，temudedacugengshicong10yue20riqidong，zongshizhang47tian。

“heiwu”zhiqian，sumaitonghaizaihaiwaitiqianzaizaoyige“shuang11”，cong11yuechukaishi，bianjinxingleweiqiyigeyuededacuzhouqi。

zheiranghenduokuajingmaijiacuoshoubuji。bijing，zaihaiwai，“heiwu”dacutongchangcongdangdishijian11yuedezuihouyigexingqiwukaishi，chixuzhicizhouyi，cuxiaozhouqiyue5tian。

zhouqilazhang、pingtaimaijiabaozeng、jingzhengjiaju，shihenduokuajingdianshangmaijiadegongtongganshou。youmaijiaduitechxingqiubiaoshi，tacong10yuedijiushoudaolecuxiaoyoujian，youyuquantuoguanmoshizhongqianduandedingjiaquanheyunyingquanzhangwozaipingtaishouli，zaipingtaishezhidegeleibijiaxitongzhong，dijiayijiushizuidadeliuliangmima。

yiweisheinmaijiazai“heiwu”qijian，zuidadetiaozhanzeshishangkuannan，jingchangbeixitongzhenghebohui，jutatoulu，jinniantongleixingchanpinxinshangjiazengjia，chulejiageneijuan，duishangjiakaifachanpinyaoqiuyezaizengjia。

dijiachengweijinnian“heiwu”raobuguoqudezhanchang。youqishi，guowangyipinpaihewuliusuduzhuchengdeyamaxun，zai“heiwu”qianxizhengshishangxiandijiashangchenghaul。

yiweiyamaxunmaijiagaosutechxingqiu，dijiashangchenghangaishishang、jiaju、shenghuofangshi、dianzidengpinlei，chulequanchang50%dezhekouzhiwai，haicaiqu“zheshangzhe”yingzaodijiaxinzhi，chaoguo50meiyuanhe75meiyuandingdan，ewaizaixiangshou5%he10%dezhekou。

yamaxundijiashangchengdelingyishashoujianshituihuofuwu，shangshumaijiabiaoshi，yonghugoumaichaoguo3meiyuanyishangdeshangpinkeyixiangshoudaohuo15tianneidemianfeituihuofuwu。zheiduidijiashangpinmaijiajijuyouhuoli，bijingtongchangtamentuihuodeyunfeikenengbishangpinbenshenhaiyaogao。

waijiepubianrenwei，zheishiyamaxundui“chuhaisixiaolong”deyicifanji。zaizhuzhanchangzhiyidebeimeishichang，congfuzhiguoneidianshangdebaiyibutie，daomianfeikaifanghaiwaicang，gepingtaishichuhunshenjieshu。

kuajingdianshangsixiaolongzhong，henduomaijiadoumingxianganshoudaosumaitongzaihaiwaishichangdefali，jinnian“heiwu”zhiqian，sumaitonglvxianzaiquanqiubutongshichangtongguoqianyuedaiyanren、liangxiangmcmlundunmanzhandengzengjialiuliang。zaihanguo，sumaitongkuangsa1yihanyuanxianjinhongbao，xiyinhanguoxiaofeizhexiadan。shujupingtaidata aixianshi，pingjieshuang11debaofa，sumaitongchongshangyingguogouwuappxiazaibangdiyiming。

jiezhimuqian，temu、sheinjieweipilujutide“heiwu”zhanbao。yineirongdianshangweizhudetiktok shoppiludedajuanxianshi，zai11yue29ri“heiwu”dechongciri，tiktok shopmeiguodangrixiaoshouetupo 1 yimeijin，shiqunian“heiwu”desanbei。ciwai，kuajingshangjiaziyunying（pop）moshi“heiwu”gmvzhengtizengzhang191%，quantuoguanmoshi“heiwu”gmvzhengtibiaosheng187%。

战事焦灼，互相攻入对方腹地

yiquantuoguanmoshiweidaibiao，chuhaisixiaolongtongguotuoguanwuliu、yunyingdengzaineideyiqieliucheng，rangxiaojianshangpindeyiyuanyuanbuduandexiaowanghaiwai。yituogeziyoushizaiquanqiushichangpaomaquandizhihou，kuajingdianshangpingtaikaishibicixuexi，jiasugongruduifangfudi。

yiweiyamaxunmaijiagaosutechxingqiu，yamaxunshoupidijiashangchengdeshangjia，youyamaxunpingtaidingxiangyaoyue，maijiabahuofazhidongguancangku，qiyuwuliu、yunyingdenghuanjieyouyamaxunfuze，zheijihuyutemudengpingtaidequantuoguanmoshiyizhi。

shangshumaijiabiaoshi，butongdeshi，yamaxundijiashangchengdemaijiaxiangyouzizhudingjiaquan，danxuyaoyangezunshou20meiyuandeshangxian，bingxuyaoxiangyamaxunzhifuyuzhuzhanxiangtongde15%yongjin。yamaxundijiashangchenggengzhuzhongjiageyoushihechanpindegongneng，erfeipinpaidengxinxi，zheiyouliyuyixiebaipaishangpin。

yamaxunzuizhongjuanruchuhaisixiaolongshanzhangdequantuoguanlingyu。zheijiazhangqiyiliyubeimeishichangdeqiyecengjubeijueduilingxiandeshichangyoushi，danguoqubannianjian，zaisixiaolongdeweizhuidujiexia，congyikaishishituyonglvyuesudujianshouzhendi，daofangxiashenduanxiadiaobufenpinleiyongjin，yamaxunkaiqifanji。

yingbidelingyimianshi，jiamapingtaihuadedesheindengqiye，yezaizhengduodulizhan/yamaxundamaijia，pingtaidexiyinlizaiyu，maijiakeyianzhaoyamaxun8.5zhejiageshangjia，qinglijiyakucun。

qunianquantuoguanyuanniankaiqihou，kuajingpingtaidouxiwangzaichuantongdeqingxiaojianzhiwaiyinrugengduoleixingdegongji。yisumaitongweili，jinnianshuang11qian，sumaitongmingquelekuajing“pop+quantuoguan”shuangguiqudongmoshi，bendiyi“haiwaituoguan”weizhu，rangbutongleixingshangjiadounengzhaodaoqingxidefalifangxiang。

tamenyegongtongmianlinzheruhepinghengziyingshangjiahedisanfangmaijiadeliuliangfenpeitiaozhan。yamaxunyeshiruci，yiweimaijiaxiangtechxingqiutoulu，yamaxundijiashangchengdechanpinyuzhuzhangongyongpaiming，jinnian“heiwu”qijian，xinpinbangyijingyoudijiashangchengdeshangpin，yixiemaijiazaiqunlibiaodaleyoulv，zheishifouhuichongjizhuzhantongleixingchanpinxiaoliang。

butongyuqitakuajingdianshangpingtai，tiktok shopzeshishengengneirongdianshang，duanshipinhezhibodebaohuoweitajileilejiqipangdadeliuliangyoushi。

yiweitiktok shopshangjiaxiangtechxingqiubiaoshi，yinweiyonghuxiaofeixiguan、zhubochengbendengdiejiayinsuyingxiang，tiktok shopzaimeiquhedongnanyashichangdeyoushibutong，qianzhedarendaihuoxiaoguogenghao，houzhezeshizhibodaihuo。

jushangjiatoulu，muqianzaimeiquyouhenduokeyijinxingchunyongjinhezuodedaren，yidanjidaoduifang4yuan，yongjinchengbendayuezai10%。buguosuizheshangjiaguimokuoda，xunzhaoyouzhidarennanduzengjia，piru，darenlvyuexiaoguojiaocha，shangjiajiyangzhihouchichidengbudaoshipinfabu。

出海四小龙的新挑战

zaidianshangshentoulvjiaodideguojia，chuhaisixiaolonghaizaijixupaomaquandi，congoumeizhuanzhanyazhouyulameidiqu，zuizhongjiaozhuquanqiushichang。

zainianchu，tamendingxiajijindemubiao。juwandianbaodao，temu、tiktok shop、alihaiwaidianshanghe shein，fenbiezaijinniandingxia 600 yimeiyuan、 500 yimeiyuan、 850 yimeiyuan ～ 900 yimeiyuanhe630 yimeiyuandejiaoyiemubiao，fenbieduiyingdeshi233%、150%、125% he 40%dezengzhang。

jiamayingxiaoqiangzhanliuliangyijiushigongtongdexuanze，qizhongsumaitongdetourulidufeichangtuchu，biru3yuebianbushateliyadejietoudejufuhaibao，naxia2024ouzhoubeidujiadianshangzanzhushang，qianyuebeikehanmuweiquanqiudaiyanrendeng。tiyusaishixianglaishikuajingdianshangyouzhideyingxiaochangjing，dianxinganlibianshitemu chizi 1400 wanmeiyuanzai1yimeiguorenguankandezhiyeganlanqiubisaichaojiwanjuesaishangtoufangguanggao。

zaifengkuangfangdimenjianzhaolanshangjiazhihou，pingtaiyekaiqijingxihuayunzuo，baozhengshangjia“huo”xialaibingzhuandaoqian。ju“laomadianshangquan”chuangshirenmakaiyuetoulu，xianzaitemuzhaoshangyaoqiucongshangjiashuliangzhuanxiangweigmvdaoxiang，henduoyunying“xiaoer”xuanzeshangmenbaifanglaoshangjia，xiwangtongguolaoshangjiajieshaoxinshangjiadexingshijinxingpiliangfuhua。guowangyongjinlaidezhongjianshanghewuhuoyuanshangjia，jiangzhujianbeitaotai。

ciwai，weiguibiqianzaifengxian，pingtaijiakuaibendihuadejinchenggengjiapozaimeijie。temuyizhidouzaizhaomumeiguoshangjia，cong11yuekaishi，temujiangdishangjiaruzhumenjian，meiguopinpaihuogerenmaijiadoukeyizaitemushangzhucebingjinxingxiaoshou。

yiweizhaoshangrenyuanxiangtechxingqiutoulu，tiktokjinqizhengzaifangdimenjianzhaomushangjia，tiktokyexiwangzai“bumaijiujin”faandezuihouqixian（2025nian1yue19ri）zhiqian，huodegengduodetanpanchouma。

yeyoupingtaishitulvxiantiaochuneijuan。zaikuajingdianshangsixiaolongzhong，sheinyibosanzhedeshangshizhilvhaizaijixu。congjinnianxiabanniankaishi，sheinkaishidiaozhengcelve，jinqi，wulunshiquantuoguan、bantuoguan，haishishein marketplacedengduogemoshi，douzaijinyibujujiaogengjuyoushideshishangpinlei。

zaikuajingdianshanggedapingtaizhong，tuoguanmoshi、bijiaxitong、liuliangfuchidengwanfacengxianqiyiboyouyibodesaidian。danjingzhengyuanweidaozhongju，suizheyamaxundefangong，chuhaisixiaolongtiaozhanhaizaizengjia。