中国跨境电商发展报告（2025）
中文摘要
2024年，全球经济增速放缓、需求疲软，叠加贸易保护主义抬头和地缘冲突加剧，国际贸易遭遇前所未有的挑战。面对外部压力加大、内部困难增多的双重考验，我国跨境电商以科技创新为驱动，积极运用新技术、适应新趋势、培育新动能，在全球经济格局的深刻变革中持续蜕变成长，展现出强大坚韧的生命力。2024年，党的二十届三中全会提出“健全促进实体经济和数字经济深度融合制度”“健全因地制宜发展新质生产力体制机制”，中央经济工作会议提出“积极发展服务贸易、绿色贸易、数字贸易”，这为跨境电商的韧性增长和高质量发展指明了方向。目前，我国跨境电商发展从“高速增长”转向“稳健前行”，从商品出口转向供应链出海，从粗放式发展转向合规出海，已经步入以新质生产力为核心驱动力的新阶段。本书以“新质生产力赋能跨境电商高质量发展”为主题，全面总结了2024年中国跨境电商发展的新环境、新特点和新挑战，深入分析了中国跨境电商行业发展新趋势，从新技术、新服务、新业态、新动能、新优势等多个维度探索我国跨境电商行业高质量发展路径，旨在通过新质生产力推动我国跨境电商迈向绿色可持续发展。
2024年，技术革新与生态共建交织出全球贸易新图景，我国跨境电商行业也经历深度变革，呈现产业变革与技术创新深度融合的发展趋势。一是政策支持与制度创新成为核心驱动力。为适应国际贸易政策调整和市场供需变化，跨境电商监管服务政策与时俱进，构筑起从国家到地方的政策矩阵，为行业转型升级提供强有力支撑。二是技术创新引领行业全面升级。大数据、区块链、人工智能等技术被广泛应用于精准营销、智能物流及供应链管理，全面提升跨境电商供应链的可控性和韧性。三是多元化渠道布局与新兴市场拓展成为增长新引擎。跨境电商企业践行多元化出海战略，电商平台、独立站、线下商超多渠道布局，货架电商、内容电商、社交电商共同发力，在坚守欧美传统成熟市场的同时，拓展东南亚、中东、非洲和拉美等新兴市场，积极探索持续增长路径。四是绿色可持续与个性化消费趋势显著。面对欧美消费者对绿色环保产品的青睐，跨境电商卖家采用绿色生产线、可循环包装、环保材料等打造绿色供应链，并通过数据挖掘实现精准供给，满足消费者个性化定制需求。五是物流与供应链模式革新成为竞争关键。“海运集拼+海外仓”模式逐步取代传统直邮，规避关税政策波动风险，“东南亚生产+全球配送”供应链布局进一步强化成本优势。
在我国跨境电商发展的壮阔蓝图中，新质生产力不仅是应对当前挑战的关键，更是引领行业走向更高质量发展的必由之路。新质生产力通过数字化技术重塑跨境电商生产要素组合方式，显著提升全要素生产率，推动跨境电商供应链向数智化、绿色化方向演进，促进中国企业深度嵌入全球供应链体系。特别是AI技术在跨境电商领域广泛且深入的应用，从选品到销售，从内容生成到客户服务，全方位提升了运营效率和用户体验，成为推动行业高质量发展的强大引擎。跨境电商依托人工智能、大数据、云计算等数字技术，替代劳动力和资本驱动的传统模式，从货物贸易向“数字贸易2.0”跃迁，逐渐形成以知识资本为主导、数字技术为杠杆、制度型开放为支撑的新质生产力演进路径。
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