中国跨境电商北美市场研究

{"time":1727402763228,"blocks":[{"id":"a0xbTG7Ga4","type":"Image","data":{"file":{"url":"/media/images/NHHX2UABcphygfSxmRh2wt.imgw768h74m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"hJG-p_eFcM","type":"paragraph","data":{"text":"（一）北美互联网用户分布及电商渗透率"}},{"id":"Yjuqhm8J9q","type":"Image","data":{"file":{"url":"/media/images/ZyH2ncTWf2MuT2sEdUfrA7.imgw768h317m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"JM0aZGGQ4G","type":"paragraph","data":{"text":"全球6.7%的互联网用户分布在北美地区，在二十个主要区域中位列第五，且互联网渗透率逐年增长，预计到2028年将突破90%；分渠道看，虽然目前北美线下购物仍为主流，但线上渠道占比正在逐年增长。"}},{"id":"fd-GsmxCmn","type":"paragraph","data":{"text":"（二）北美跨境电商发展国内外政策驱动"}},{"id":"6avrfuGZFS","type":"Image","data":{"file":{"url":"/media/images/JewxAYHH2ka2CcXRt3g2Eh.imgw768h328m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"iOYLk5XOfL","type":"paragraph","data":{"text":"国内出台一系列政策措施，从产业带、海外仓以及税收等方面全方位支持中国跨境电商发展；北美地区从税务合规、数据保护、隐私保护等方面虽使跨境平台及卖家存在一定进入门槛，但随着中国电商平台及卖家在产品高性价比的基础上逐渐走向规范化、品牌化，在排除特殊贸易保护的情况下，中国跨境电商将进一步获得北美消费者的认可和青睐。"}},{"id":"ys6yPX87Dl","type":"Image","data":{"file":{"url":"/media/images/3gd4QcVr2WqVc9SJ7J7eiM.imgw768h74m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"EJkAD4_1R5","type":"paragraph","data":{"text":"（一）北美电商生态图谱"}},{"id":"nQ1klGdWNs","type":"Image","data":{"file":{"url":"/media/images/3iTQ6DTuorgbhWnnAWJnzX.imgw768h431m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"UAVMtmN9f_","type":"paragraph","data":{"text":"北美电商生态主要涵盖：开放式和自营型B2C及B2B平台，消费电子、智能家电、服饰美妆等消费品牌，以及跨境支付、物流仓储、数字营销等第三方服务商。"}},{"id":"Vcu3zeBuql","type":"paragraph","data":{"text":"（二）中国跨境电商北美发展历程及阶段特征"}},{"id":"MI3dWXsfwB","type":"Image","data":{"file":{"url":"/media/images/dAf5L4d7GREGhSQMx6PkSL.imgw768h240m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"xkeWjJmVLY","type":"paragraph","data":{"text":"从早期加入国际电商平台到自建跨境电商网络，再到独立站、社交媒体等多元渠道布局，中国跨境电商为更好适应北美市场，逐步实施海外仓储、海外营销等本地化策略；随着市场环境的变化和海外政策的不确定性加剧，中国跨境电商平台及卖家越发注重合规经营及品牌化建设。"}},{"id":"Agu3jx6hVX","type":"paragraph","data":{"text":"（三）中国跨境电商海外市场分布及北美电商规模"}},{"id":"8Ds01WMZft","type":"Image","data":{"file":{"url":"/media/images/K9v7PmGUU2FwQB5o7gUCuj.imgw768h335m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"gBeM-SgbHb","type":"paragraph","data":{"text":"中国跨境电商海外市场分布中，仅北美占比即超三成；全球电商零售额增速前十的国家中，相较欧美其他成熟市场，美国电商零售额增速最快；此外，北美电商市场规模约为欧盟的三倍，且仍具备较高增速；相较中国的社交电商市场规模，北美市场存在较大的渗透空间和增长潜力。"}},{"id":"VqK2f1XgrS","type":"paragraph","data":{"text":"（四）中国跨境电商北美用户情况"}},{"id":"Rjgmjx__QE","type":"Image","data":{"file":{"url":"/media/images/FhaHVZH5rjitFdeSH6MwmS.imgw768h287m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"3R0tpzmZtu","type":"paragraph","data":{"text":"北美用户选择跨境电商的首要原因是国内实体门店或其他线上平台没有想要购买的商品，其次是价格敏感度的原因，北美消费者想要选择价格更低或高性价比的商品。中国跨境电商平台本身具备价格优势，随着产品品质的逐步提升，将越来越获得北美消费者的认可和青睐。"}},{"id":"WTyY8Yc4WC","type":"paragraph","data":{"text":"对比电商全品类APRU（每用户收入）来看，北美明显高于中国，说明北美消费者具备较高的付费意愿及付费能力，对于走高端商品或高客单路线的中国品牌或卖家来说，北美无疑是优选市场。"}},{"id":"wEE_9K3vvE","type":"paragraph","data":{"text":"（五）中国跨境电商北美物流市场"}},{"id":"hWZ1-96QH8","type":"Image","data":{"file":{"url":"/media/images/QrbPbjgBoPhC7vxBfAuZ3C.imgw768h253m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"jIB4AdpbcQ","type":"paragraph","data":{"text":"物流模式的选择取决于电商玩家的业务需求、成本预算及商业模式；随着电商市场规模的不断增长，第三方物流服务提供商也在不断创新同时扩展其服务范围，以满足不同市场用户的配送需求。"}},{"id":"auGFCDxFAg","type":"paragraph","data":{"text":"（六）中国跨境电商北美支付方式"}},{"id":"78TFY3Yosq","type":"Image","data":{"file":{"url":"/media/images/oL9u5QT2PoM7ucWvXnZezU.imgw768h309m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"_64pRQb4y2","type":"paragraph","data":{"text":"北美主流支付方式为信用卡，其次为数字钱包和借记卡，总计共占北美支付用户80%以上；美国的跨境支付方式中，PayPal、借记卡和信用卡用户相对比较均衡，而墨西哥仅PayPal的用户即占50%以上。"}},{"id":"LCSZM3Vt60","type":"paragraph","data":{"text":"（七）中国跨境电商北美社媒营销"}},{"id":"CQx5MTEVBy","type":"Image","data":{"file":{"url":"/media/images/TXQfivQ4GnBfXnB5TsKr4M.imgw768h340m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"ydP-p4O-wi","type":"paragraph","data":{"text":"根据OneSight跨境电商BrandOS评分Top100，社媒主页海外市场分布中电商平台占比较高的区域分别是南非、南亚和东南亚，电商品牌占比较高的区域分别是西非、拉美以及亚洲；北美电商平台和品牌的社媒分布相对均衡，平台投放占比略高于品牌。"}},{"id":"XQaxcMAikK","type":"paragraph","data":{"text":"（八）中国跨境电商北美竞争格局"}},{"id":"4bBlcHbAcd","type":"Image","data":{"file":{"url":"/media/images/jtz9FKVes5KGLWBQvauVhn.imgw768h285m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"E3ZcBggW9F","type":"paragraph","data":{"text":"美国在线应用市场APP下载中，Temu下载量最高，SHEIN是以美国为代表的北美地区增长最快的电商平台，目前已跻身为北美最大的线上服装零售商之一。在北美社交媒体ROI排名中，TikTok以16%的得票率与Instagram、YouTube并列第二。"}},{"id":"Tp8o_3TtxB","type":"paragraph","data":{"text":"（九）北美跨境电商平台vs独立站"}},{"id":"iD0oz0paWM","type":"Image","data":{"file":{"url":"/media/images/7L8uE95Kct9nzRzRSUgMiG.imgw768h286m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"S0L2598tHo","type":"paragraph","data":{"text":"第三方平台：前期投入成本及资金压力相对较小，且借助平台的规模化及流量优势，可有效提升流量转化同时降低服务成本、减轻运营压力，适用于中小商家，但是易受平台管控，灵活性相对较弱。"}},{"id":"LZbvi-XRzk","type":"paragraph","data":{"text":"独立站：不受第三方平台限制，独立性和灵活性相对较强，但前期投入成本较高，存在一定的资金压力及风险。虽然商家独立建站难度较高，然而一旦实现门槛突破，从远期角度来看，可摆脱平台依赖，与用户进行直接深度交互，有助于品牌形象建立和知名度提升，适用于具备较强资金实力、具备远期战略目标，致力于长期深耕的商家。"}},{"id":"0A3bQhCYfM","type":"paragraph","data":{"text":"（十）北美独立站运营难点"}},{"id":"y0t1cuygGQ","type":"Image","data":{"file":{"url":"/media/images/WiTJmBLj44WUha77byCaZr.imgw768h377m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"U2RnLymTvt","type":"paragraph","data":{"text":"北美独立站运营主要会面临以下几方面难点：技术基础设施、网络安全及数据隐私、供应链管理、库存和订单管理、客户服务、支付方式、市场竞争、市场动态、技术创新、直播电商、法律及监管要求等"}},{"id":"zR3yr4rwFh","type":"paragraph","data":{"text":"（十一）北美独立站运营策略"}},{"id":"XGpzeF52pz","type":"Image","data":{"file":{"url":"/media/images/bMVEVK8arXRrf9b2LXBkDY.imgw768h317m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"zRnwD3_EnW","type":"paragraph","data":{"text":"北美市场法律法规较为复杂，涉及隐私保护、消费者权益、产品安全等方面。企业需要确保独立站的运营符合当地的法律法规要求。"}},{"id":"Rtu9SZDHLt","type":"paragraph","data":{"text":"选择合适的建站平台和技术支持对于独立站的稳定性和可扩展性至关重要，网站的技术架构需确保能够支持企业业务的增长。"}},{"id":"yyZq5wOrOx","type":"paragraph","data":{"text":"（十二）中国跨境电商北美服务生态：服务痛点及解决方案"}},{"id":"TuKHF6iCWu","type":"Image","data":{"file":{"url":"/media/images/B5j2CxrYf5N3gT7GtQ5fu5.imgw768h379m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"SONv7_ZyI-","type":"Image","data":{"file":{"url":"/media/images/3RmpwX7YiepcmdE7tanjZK.imgw768h74m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"j6Ft0Nq_nK","type":"paragraph","data":{"text":"（一）支付解决方案：Nuvei"}},{"id":"KpGYeHccVv","type":"Image","data":{"file":{"url":"/media/images/2buW6bVMLsLXB864Uq9V4T.imgw768h432m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"K-CiRF-1Nj","type":"paragraph","data":{"text":"Nuvei（纳斯达克股票代码：NVEI）（多伦多股票代码：NVEI）是一家加拿大金融科技公司，正在为全球客户加速业务发展提供服务。借助Nuvei的模块化、灵活且可扩展技术，行业领军公司能够接受下一代支付，并提供所有支付选项，同时还可以从发卡、银行、风险和欺诈管理服务中受益。Nuvei将200多个市场的企业与客户联系起来，在超过50个市场，以150种货币和700种支付方式实现本地收单，为客户和合作伙伴提供技术和见解，通过一次集成在本地和全球范围内取得成功。"}},{"id":"X4RxEPn40O","type":"paragraph","data":{"text":"（二）市场洞察与产品开发解决方案：Centric Software"}},{"id":"v1ofOnQl20","type":"Image","data":{"file":{"url":"/media/images/7eAFqHSdJyScgHTB2QoLiZ.imgw768h432m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"BAmGIIIx35","type":"paragraph","data":{"text":"Centric Software 赛趋科软件专注为各种规模的零售商、品牌商和制造商提供从产品概念到上市售卖的AI创新平台，包括市场洞察、零售规划、研发协同、定价和库存自动化。Centric提供广受好评的数字化解决方案，用于管理产品规划、设计、开发、采购、生产、定价、销售和配补货等业务环节，助力消费品企业在全球市场竞争中领先一步！"}},{"id":"QuVDwSYGV4","type":"paragraph","data":{"text":"（三）仓储及物流解决方案：纵腾"}},{"id":"ftBhkKDSc2","type":"Image","data":{"file":{"url":"/media/images/DC6pcc5vGYz87gb2uYu7i3.imgw768h433m6"},"caption":"","withBorder":false,"stretched":false,"withBackground":false}},{"id":"KA9aMhC6Fe","type":"paragraph","data":{"text":"福建纵腾网络有限公司（简称“纵腾集团”）成立于2009年，以“全球跨境电商基础设施服务商”为企业定位，聚焦跨境仓储与物流，为全球跨境电商商户、出口贸易企业、出海品牌商提供海外仓储、商业专线物流、定制化物流等一体化物流解决方案，旗下拥有谷仓海外仓 、云途物流 、WORLDTECH等知名品牌 。"}},{"id":"OXhf7KyH2c","type":"paragraph","data":{"text":"来源：环球老虎财经专栏"}}],"version":"2.22.2"}