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中国产业链牛,这是公认的。

出品|电商行业   作者 |高飞

淘宝杀进美国下载榜第二

最近,美国的关税这波“骚操作”让人大开眼界,一石激起千层浪。这不仅让全球网友们怨声载道,还掀起了一场“囤中国货”的狂潮。

美国人一边吐槽离谱,一边默默打开了中国电商平台淘宝、敦煌网、SHEIN下单......中国电商App直接冲上了下载榜单“C位”。

数据显示,截至4月16日,淘宝已经稳居美国AppStore下载榜第二的位置,并且在加拿大、英国等国家同样高居第二,法国市场更是霸气登顶第一!下载量直接暴涨。

图源:微博

而主打中国外贸B2B模式的Alibaba.com(阿里国际站),排名也飞升了30多位,直接冲到了电商榜单第六位。拼多多旗下的Temu也不甘示弱,挤进了第十名。

一时间,中国电商App几乎占领了海外榜单的“半壁江山”。在美国iOS电商应用榜单前五中,中国App更是占了仨位置:第一是敦煌网(DHgate),第二是淘宝(Taobao),第四是快时尚巨头SHEIN。榜单前十里,中国App可是占了五席。

图源:微博

在下载榜单排名第二的淘宝,这次是接到了泼天的流量。有意思的是,这次淘宝爆火是靠美国网友们口口相传“带飞”的。在TikTok等社交媒体上,“HowtoshoponTaobao”(如何在淘宝购物)直接成了热搜关键词。

在TikTok等社交媒体平台,许多卖家揭露全球奢侈品市场的运作真相:很多被认为产自欧洲的服装、手袋和配饰,其实出自中国工厂。#ChinaFactory等话题迅速走红,引发美国消费者关注的同时,也为淘宝等中国电商平台带来了大量流量。

图源:TikTok

大量外国网友留言称“发现宝藏”“想不到还有这么又好又便宜的中国商品”。

不少淘宝商家已经感受到了这波流量冲击,大服饰行业、3C数码行业部分店铺访问量暴涨1000%,客服系统涌入大量英语问询。有商家在交流群里表示,做梦也没想到,有一天在淘宝上能撞上这么多“老外”。

在这波关税冲击下,海外网友们直接选择“用脚投票”,转身去淘宝、敦煌网、SHEIN等平台去买高性价比的中国商品。这些年,中国电商平台不仅在国内市场打得风生水起,还把这种“极致性价比”复制到了海外,中国制造已经在全球消费者心中深深扎根了。

除了商家流量暴涨,资本市场也跟着嗨了起来。在这波趋势的推动下跨境电商板块也跟着大涨,4月15日当天跨境电商概念多只成分股出现“10cm”“20cm”涨停,涨幅超过9%的股票一度达到了十余只,当日收盘,浔兴股份(维权)、华贸物流涨停,星徽股份、华凯易佰等多只概念股跟涨。这波资本狂欢,背后反映的是市场对中国跨境电商行业的高度认可。

淘宝这次在海外的爆火靠的不是运气,而是强大的供应链、丰富的品类和极具竞争力的价格优势。

阿里、京东、拼多多对外贸商家出手了

不过,美国这波的“骚操作”,虽然掀起了海外消费者“囤中国货”的狂潮,但对于中国的商家来说,压力却着实不小。

阿里、京东、拼多多、美团等平台纷纷亮出“杀手锏”,从流量扶持到供应链优化最大限度帮助商家们走出阴霾。

当前,阿里国际站已发起专项行动,全力帮扶遇到困难的中小外贸商家,4月以来已派出数千名小二,奔赴全国外贸产业带。

针对关税影响严重的订单,阿里国际站将酌情提供“豁免模式”,不仅上线美国海关编码维护功能和计税能力,支持商家清关。同时,阿里国际站已开启专属流量通道,定向为拓展新市场的商家提供流量倾斜。

阿里国际站持续在欧洲、中南美、中东、大洋洲等多个市场加大投入,拓展当地买家、增设物流专线、提供更多本地化的支付方式和售后服务能力。

据阿里国际方面透露,今年以来,阿里国际站平台上,各市场商机大幅增长,其中欧洲同比增速达到64%。

淘宝天猫还启动了“外贸精选”专项,计划面向至少1万家外贸商家、10万款外贸货源,通过“快捷入驻、流量和佣金激励扶持、半托管服务、小二本地化指导、外贸周营销专场、天猫超市直采”六大举措,助力外贸商家快速“外转内”。

淘宝APP“外转内”厂商入驻路径

除阿里系外,京东、拼多多、美团也公布了近期出口转内销的扶持政策。

京东宣布设立2000亿元专项采购资金,启动出口转内销扶持计划后,据透露京东第一时间成立专项组,对外公开线索提报的网址及邮箱,截至4月14日已有近3000家企业和商家与京东接洽,寻求合作和帮助。

图源:京东黑板报

此外,京东还上线了外贸优品专区,以及“出口转内销”店铺和商品识别标签,能够给消费者清晰的指引,进而为商家提供流量倾斜。

京东方面相关人士向表示,在和外贸企业接洽中,外贸企业集中遇到的问题在于对国内市场规则的不熟悉,以及缺乏线上运营经验等方面。

“针对反馈的线索,抓紧组织采销团队,启动产业带驻点办公帮扶;对于有开店需求的商家,我们也有专业的团队对商家进行辅导,并提供极速开店,全渠道营销支持等措施。”上述京东方面相关人士说道。

拼多多则推出的“千亿扶持计划”,承诺未来三年拟投入1000亿元,持续打造用户、商家及平台多方共赢的商业生态。该计划特别强调要加大对跨境中小商家的扶持力度,针对性帮助跨境商家稳定生产,降本增效,应对出海风险。

美团方面表示,已成立外贸转内销专项工作组。其中,美团小象超市将为外贸优品打造专区,提供专有营销方案,支持外贸产品利用小象超市在一二线城市近千个前置仓和30分钟配送服务,小象超市自有品牌也会与优质供应链和源头工厂的外贸企业共同开发商品。

这次的关税政策,外贸商家带来了挑战,但从长远来看,这或许是一次转型升级的契机。

一方面,海外市场的需求并未减少,反而更加注重品质以及性价比。中国电商凭借强大的供应链整合能力和丰富的产品种类,依然在全球市场中占据优势。

另一方面,国内市场的潜力同样巨大。凭借京东、淘宝天猫、拼多多等平台的全链路支持,外贸商家进一步完成“外转内”,将原本的出口商品转变为内销爆品。

“挑战与机遇并存”这句话用在如今的外贸行业,再合适不过了。全球化仍是大趋势,但本地化同样是不可忽视的方向。无论是继续扎根海外市场,还是转型内销,关键在于商家能否快速调整思路,借助平台的支持,抢占先机。

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