中国跨境电商发展报告（2024）
中文摘要
2023年，世界经济复苏步伐持续放缓，国际经济政治环境更加复杂多变，外需减弱导致中国外贸面临多重外部压力。跨境电商以高成长的确定性应对外部市场的不确定性，展现出较强的市场活力和增长韧性，成为中国拓展国际市场和发展外向型经济的强大“助推器”。2023年末召开的中央经济工作会议提出，“要加快培育外贸新动能，巩固外贸外资基本盘，拓展中间品贸易、服务贸易、数字贸易、跨境电商出口”。我国跨境电商出口从产品出海到品牌出海，从企业出海到互联网平台出海，正在加速重构重塑全球供应链体系，从全球供应链管理、海外网络基础设施搭建、海外本土化运营等方面寻求突破口，以确保中国跨境电商企业在全球经济低迷、海外市场需求乏力的背景下获得竞争优势。本书以“跨境电商全球供应链重构重塑”为主题，全面总结了2023年我国跨境电商发展的新环境、新特点和新挑战，深入分析我国跨境电商的发展趋势，从全球化和本土化两个角度探索我国跨境电商行业“走出去”的发展路径，以期推动中国特色产业通过跨境电商深度嵌入全球供应链和价值链。
2023年，跨境电商行业中最火的概念和现象莫过于“全托管”。电商平台为持续获取业务增量、实现平台自身利益最大化，开始将业务触角向上下游延伸，抢占了过去本属于卖家和服务商的价值空间，将“平台—卖家”关系变成实质上的“卖家—货源”关系，重构了跨境电商价值链上的分配格局。从市场角度来看，“全托管”模式的最大特征就是直达产业带、直达工厂，给具有供应链优势但无运营经验的产业带工厂提供了出海新通道。全托管的本质是对优质供应链的争夺，是一场跨境电商平台间的供应链之争。因此可以说，跨境出海“上半场”是拼运营、拼流量，下半场则是拼供应链、拼品牌。从政府角度来看，国家积极发展“跨境电商+产业带”模式，大力支持传统外贸企业通过跨境电商拓展销售渠道、培育自主品牌、壮大贸易规模。“跨境电商+产业带”是新业态和优质供应链的结合，有助于我国打造更具国际竞争力和创新形态的现代化产业体系，切实提升“中国制造”在全球市场的竞争力。
在全球经济下行压力及产业链供应链重构压力的影响下，我国跨境电商进入高质量发展的转型期，并呈现“五化”新特征。一是本土化。“本土化”含义进一步拓宽，从产品本土化、品牌本土化到企业组织本土化，形成了贯穿前端运营、后端供应链、企业管理等全链路的本土化，本土化的重点也转向了本土化经营及本土化生态建设，切实履行全球化企业“赋能和反哺本地产业生态”责任。二是数字化。随着互联网、物联网、大数据、数字孪生、边缘计算等新一代信息技术的发展，特别是人工智能技术的大爆发，具备以数据与算法驱动的运营自动化、管理数字化和决策智能化能力，以及基于消费者需求的行业洞察与提供解决方案能力，成为跨境电商企业真正的竞争力所在。三是绿色化。在全球气候变化加剧、资源短缺和环境污染等问题日益严重的背景下，跨境电商行业积极践行“绿色”“低碳”等可持续发展理念，推出更多新能源、绿色环保等“含绿量”更高的产品，逐步构建涵盖采购、生产、制造、贸易、物流、售后等全链条的绿色化供应链。四是服务能力全球化。跨境电商出海不仅是产品和品牌“走出去”，更是一个国家的平台、物流、支付、技术等服务“走出去”。特别是随着中国跨境电商平台在海外市场的强势崛起，中国电商从产品输出发展到数字技术、商业模式和管理经验输出，全球化的出海营销和服务能力显著提升。五是内外贸一体化。跨境电商是中小微企业加快内外贸一体化的重要途径，“生而全球”的外贸企业积极开拓国内市场，更多的内贸企业借助跨境电商寻找海外增量，于是我国跨境电商领域诞生了众多“内外贸两手抓、两条腿同时走”的企业。
2023年，“出海”已经成为许多中国企业的主题词。面对行业内卷和增长困境，更为广阔的全球市场给大家描绘了一个新的可能，于是“出海”，对于一些企业而言，从可选项变成了必选项。而跨境电商作为企业踏入全球市场链路更短、更便捷的一条重要途径，吸引了越来越多的参与者，从贸易型企业到产业带工厂，从外贸企业到内贸企业，从普通卖家到知名品牌，跨境电商出海赛道愈发热闹，大量中国企业借助跨境电商走上全球化、本土化发展道路。从产品出海、品牌出海、企业组织出海到平台出海、服务出海、技术出海，中国电商更深程度参与了全球供应链、数据、技术等重要环节，逐渐成为塑造全球电子商务市场、技术和规则的重要力量。
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