|
《 | Cross-border e-commerce industry research report for the first half of 2023》 The full report is 91 pages long. ▲ Scan the QR code and reply “2023H1” to receive it for free
By 2023, although overseas consumption is weak and the market is still the mainstream, looking back at the first half of the year, the cross-border e-commerce industry landscape is being reshaped, and there are still opportunities and risks: On the one hand, some cross-border practitioners are facing difficulties such as sluggish performance growth, plummeting traffic and low-price involution; on the other hand, new overseas platforms and new models are incubating new development turning points, opening up more diverse overseas paths for sellers. What kind of answer did cross-border sellers, who were wavering between opportunities and risks, give in the first half of the year? In the ever-changing tide of the times, where will the cross-border industry trend go in the second half of the year? As a website with the highest traffic in the vertical field of the cross-border e-commerce industry, it has always been based on content, supported by data, and objective in principle, and is committed to providing more valuable judgments and information for cross-border sellers and pointing out the direction for overseas business. At the turn of the first and second half of the year, we surveyed tens of thousands of cross-border practitioners through questionnaires and interviews, and finally completed this "Cross-border E-commerce Industry Research Report for the First Half of 2023" . The full report is 91 pages long, covering four major parts : the current status of the cross-border industry, interpretation of cross-border e-commerce trends, dynamics of mainstream e-commerce platforms, and cross-border market trends , in order to inspire forward-looking thinking among cross-border practitioners. Understand the current situation: Pay attention to the workplace, sellers and logistics, and understand the current situation of the industry; Market exploration: Gain insights into the global e-commerce market and analyze the growth of hot-selling categories; Observe the platform: interpret the dynamics of e-commerce platforms and observe changes in the industry landscape; Seek opportunities: Analyze trends in the first half of the year and seize growth opportunities in the second half of the year. The following is the essence of the report:
Sellers' performance is declining, and they will focus on adjusting their operations in the second half of the yearIn the first half of 2023, overseas inflation continued to be high, consumer shopping spending became conservative, sales of cross-border e-commerce products slowed down, and the performance of many cross-border sellers showed a certain downward trend. According to a survey, in the past six months, not only did more than 60% of sellers fail to achieve expected revenue and profits, but more than 70% of sellers reported a general decline in order volume . At the same time, in addition to being affected by the economic environment of high inflation and reduced demand, cross-border sellers also face two major challenges in the first half of 2023: one is the increase in operating costs and compressed profit margins; the other is changes in platform policies and upgraded account supervision. However, Amazon Prime Day held in July this year effectively boosted the sales of Amazon sellers. According to Adobe Analytics, US consumers spent $12.7 billion during Amazon Prime Day, a year-on-year increase of 6.1%, setting a record high. Many sellers also said that their performance was greatly improved or even doubled during Prime Day. In addition, in order to further boost performance growth in the second half of the year, cross-border sellers are working hard to adjust their business strategies: maintain the main operating tone of reducing costs and increasing efficiency, focus on the small and beautiful development route; accelerate brand transformation and enhance product core competitiveness; prepare to enter emerging markets and focus on multi-platform operations. The growth rate of e-commerce hotspots slows down, and the potential of emerging markets is released In 2023, the growth rate of the global cross-border e-commerce market will slow down and return to normal development, but cross-border e-commerce will still be the mainstream trend in the development of China's foreign trade industry, and its overall development potential remains relatively strong.
According to the data from the General Administration of Customs, in the first half of 2023, the import and export scale of cross-border e-commerce has reached 1.1 trillion yuan, a year-on-year increase of 16%. Among them, the export scale reached 821 billion yuan, an increase of 19.9%, maintaining a good development momentum. Looking at the mainstream e-commerce market, from a long-term development perspective, the overall scale of the European and American e-commerce markets is considerable, but due to multiple factors such as inflation and rising living costs, European and American e-commerce faces certain growth resistance. In contrast, e-commerce in Southeast Asia is in a period of development dividend , and popular e-commerce platforms, mainly Shopee, Lazada and TikTok Shop, are competing fiercely for the major e-commerce markets in Southeast Asia. At the same time, the development of other emerging markets should not be underestimated: although the Latin American market still has shortcomings such as weak e-commerce foundation and inadequate facilities, its Internet penetration rate is constantly increasing; affected by multiple factors such as the epidemic, the increasing popularity of online shopping, and the expansion of the middle class, e-commerce in the Middle East is developing rapidly; the scale of the e-commerce market in Japan and South Korea is also growing steadily. In 2023, facing the market environment of consumption downgrade, many sellers are looking for emerging markets that can break through sales growth. The above information is for reference only. The rise of China's four overseas dragons and fierce competition among platforms In the first half of 2023, domestic overseas e-commerce platforms represented by Temu, TikTok and SHEIN are on the rise. While providing more layout options for cross-border operators, they are also bringing an increasingly fierce competitive landscape to global cross-border e-commerce platforms.
Relying on Pinduoduo's years of e-commerce experience and the supplier resources accumulated to date, Temu entered the overseas market with a fully managed model and formulated a strict price verification policy, which led to fierce price competition among merchants and created an extremely low-price overseas blade. With this blade and viral marketing, it has captured the minds of overseas consumers and continuously expanded its territory.
TikTok has placed more bets on the Southeast Asian market . Its live-streaming e-commerce model has attracted consumers and businesses by implementing incentive policies such as commission-free and cashback subsidies, spending a lot of money, and has achieved initial results. However, TikTok's e-commerce process in the European and American markets faces multiple obstacles, such as a large loss of management teams and poor live-streaming e-commerce results, and its development has reached a bottleneck. SHEIN has been profitable for four consecutive years, but its growth has slowed down. It is looking for a new growth path . In the first half of 2023, SHEIN launched the third-party platform model SHEIN Marketplace and announced the "Xiyou Gravity" million sellers plan to accelerate the development of the platform model. Under this circumstance, in order to cope with the competitive pressure from the "Four Little Dragons of China Going Global", mainstream e-commerce platforms such as Amazon and Shopee are also actively making adjustments. For example, Amazon not only strictly complies with the requirements of the US Consumer Notification Act and verifies the information of all sellers who meet the relevant requirements, but also makes multiple adjustments to FBA fees and cancels the small and light commodity plan. At the same time, Shopee has also made strategic adjustments to its global market layout, closing sites in Argentina, Chile, Colombia and other countries, and adjusting marginal businesses. According to the first quarter financial report of 2023, Shopee achieved a profit of US$207.7 million during the reporting period, thus successfully saying goodbye to losses for two consecutive quarters. The trend of diversified layout continues, and the full-hosting model is popular across borders Faced with a market environment full of uncertainties such as the accelerated transformation of cross-border platforms, the gradual reshaping of the industry landscape, and the emergence of new forces, as an observer of the cross-border e-commerce industry, we have summarized the four major trends of the cross-border industry in the first half of the year as the first and second half of the year change: First, the multi-platform omni-channel layout trend of cross-border e-commerce continues. As of 2023, the multi-platform layout trend in the industry is still prevalent. Not only are many big sellers deepening the omni-channel layout strategy of "brand official website independent station, third-party e-commerce platform, offline retail", but many small and medium-sized sellers are also actively expanding emerging channels. Second, the trend of platform full hosting model is gradually rising. In the first half of 2023, under the leadership of SHEIN and Temu, cross-border e-commerce platforms such as AliExpress, Shopee and TikTok Shop also began to prepare for the full hosting model. Faced with the gradually depleted market traffic, the battlefield of cross-border e-commerce seems to be shifting to the supply chain competition, relying on high-quality supply resources to grab limited traffic.
Third, the DTC model has become a new trend in going global. After three years of industry turmoil, many companies have begun to establish brand awareness, and the boutique route has become the choice of more sellers. Among them, the DTC model has become a popular model for brands to go global that many sellers have learned and practiced. Fourth, the AICG craze has penetrated all aspects of the cross-border e-commerce field. In 2023, with the popularity of ChatGPT, the cross-border e-commerce industry has also set off a wave of chasing AI. From talent recruitment, service provider software to big seller business operations, AI has deeply swept through all aspects of cross-border e-commerce work. The cross-border e-commerce industry has gone through several stages of development, from the initial gold rush to the intensified competition and the dominance of supply chain advantages, to the current brand power and product power becoming the key winning points. No matter how the market trends change, the industry prospects are still clear. In the current market environment where growth rates are generally declining, if companies want to seize upward development opportunities, they can only continue to follow the industry development trend, use brand as a spear and product as a shield, and pursue long-termism while insisting on building core competitiveness.
This report is originally produced by the [Report Team] . Since 2022, the reporting team has produced multiple industry and market insight reports for sub-sectors such as [cross-border e-commerce industry], [DTC brand going overseas], [Amazon category operation], and [e-commerce market research] , which have attracted great attention and forwarding in the industry and received praise from many cross-border professionals. (For report content and business cooperation, please contact: nice) Cross-border e-commerce Cross-border e-commerce overseas portal. Focusing on reporting hot events in the cross-border industry, we insist on pushing original in-depth hot articles every day, and regularly share practical operation information every week to help you advance in cross-border e-commerce. 1898 original content Public Account ▲ Follow the official account and reply "report" to get the above report
It is hoped that this report will also be helpful for cross-border sellers to grasp industry trends and directions, find certainty in uncertainty, and move forward firmly in the wave of change.
|
