目 录 第一章 跨境电商的发展及现状:危与机并存、红利期未尽.
一、跨境电商行业现状
(一)跨境电商 B2B 出口占主,目的国以欧美为主
(二)跨境电商主要品类与经营模式.
(三)跨境电商发展历程
二、海外电商运营环境
(一)美国线上渗透率维系增长
(二)美国电商的运营逻辑调整
1、亚马逊规则调整,中国卖家出走
2、亚马逊经历反垄断,给予独立站与跨境物流生存空间
3、后疫情时代美国消费变化
第二章 传统行业+跨境电商=跨境出海新时代
一、家电行业:跨境出海进入 3.0 的电商时代
(一)家电跨境出海进入 3.0 的电商时代
(二)看线上拐点至,待海外大潮升
二、家具行业:平台赋能解决行业痛点,市场方兴未艾
(一)平台赋能:痛点解决、体验优化,市场乘风而起
(二)模式迭代:数字化系统加持,独立站业务高速发展
(三)未来展望:消费人群有望直接扩容,渗透率低位市场前景开阔.
三、纺服行业:疫情催化优质赛道,服饰电商出海渐成趋势
(一)把握时机,服饰电商出海渐成趋势
(二)疫情催化优质赛道,国内电商乘势出海
(三)海外电商市场分散,客群及经营模式影响盈利及周转能力
第三章 代表公司分析
一、安克创新:跨境电商第一流,消费电子排头兵
(一)经营模式:海外电商起家,多品牌协同发展
(二)竞争优势:精品路线+浅海战略助力公司持续成长.
二、SheIn:纺服跨境电商翘楚,乘势出海高速成长
(一)运营模式:产业链导向,成就高增长
(二)核心竞争力:高效供应链管理,辅以精准营销+流量运营.
(三)突围之道:独立站运营成功在于品牌+渠道+数字化的综合能力.
第四章 跨境电商物流:跨境电商红利受益者
一、跨境电商物流:高景气与新机遇.
(一)跨境直发与海外仓是当前跨境出口电商物流的两种主流模式
(二)跨境出口电商物流的关键竞争力
(三)时机已至,打造自主可控的国际物流供应链能力,进则为矛,守则为盾.
二、跨境电商物流参与者:角色转型、升级突围.
(一)货代:以华贸物流为例,看传统货代向现代国际跨境综合物流服务商转型62 1、转型升级窗口期:传统国际货代→国际跨境综合物流服务商
2、华贸物流:并购扩张业务版图,跨境电商物流逐步成为公司重要支撑业务..64 (二)承运人:以东航物流为例,能否从周期转向成长?
1、竞争优势:货机国际航线强壁垒+客机腹舱航线广覆盖+上海码头领先卡位.70 2、把握航空物流高景气机遇,21 年量价齐升
3、新兴业务稳步增长:平滑周期波动、强化成长基础
(三)顺丰为例:货主+承运人+货代,筑巢引凤,国际业务有望成为公司第二增长 曲线
1、筑巢引凤、构建国际综合服务能力
2、顺丰国际业务的优势与短板
3、顺丰携手嘉里:1+1 能否>2
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文章来源:华南跨境电子商务研究院