跨境电商平台“增员” 中国品牌加速拓展海外市场

阿里旗下跨境电商平台Lazada近日和天猫实现首次系统级打通，并专门设立项目组，助力天猫商家一键链接东南亚市场；1688公开披露一款名为“遨虾”的跨境AI产品，预计将于今年11月份上线……在跨境电商行业蓬勃发展的当下，新平台不断涌现，为卖家拓展海外市场提供更多选择。

专家表示，中国跨境电商平台的持续“增员”助力中国商品更便捷地进入全球市场，扩大了中国商品的市场范围，也让海外消费者有了更丰富的产品选择。

“减负”进入新市场

一位收到出海邀约的品牌方人士透露，上述项目由天猫与Lazada联合推出，目前商家后台已开设专门的“一键轻出海，直通东南亚”页面，没有额外的运营成本，商家只需要把货发到国内仓库，国际物流、海外商品售后、广告等均由平台承担。

“品牌化已经进入黄金时期，现在我们拥有了更强大的内部协同支持。”Lazada总裁魏萌介绍，“一键轻出海”背后有两个重点，一个是内部协同，天猫小二会深度参与到项目中，挑选最合适、最优质的品牌商家进入该项目；另一个是系统打通，通过两个平台的系统对接和AI能力，天猫商家在Lazada上将获得一个“双胞胎”店铺。

近年来，跨境电商平台层出不穷，持续为行业发展注入新动力。“出海四小龙”之一的速卖通数据显示，今年上半年，速卖通平台入驻品牌数量同比增长70%，超过500个品牌实现销售额翻倍，2000多个品牌通过平台成功进入新市场。9月23日，阿里巴巴集团控股有限公司旗下跨境电商平台速卖通宣布启动“超级品牌出海计划”。

提供体系化出海策略

从产品出海到品牌出海，中国品牌走向全球化的背后，是供应链与跨境电商平台共同撑起的底气。

速卖通品牌出海负责人衍之告诉记者，此次品牌出海升级的本质，是速卖通从底层能力做出改变，提供了一套体系化的品牌出海策略，从品牌适应平台运营要求、依赖大促做爆发，变成平台自下而上做品牌化升级。“速卖通将成为品牌出海的第二增长曲线，让品牌在决定出海的时候有一个新选择。”衍之说。

“今年要在速卖通拿下1个亿的海外市场。”智能骑行台品牌ThinkRider放出“狠话”。谈及今年的“小目标”，ThinkRider创始人俞丽铨信心满满：一方面，海外户外运动市场更为成熟；另一方面，ThinkRider风靡国内的明星新品在海外还处于萌芽状态，而在骑行兴趣圈里，一旦形成口口相传的裂变效应，销量将迎来指数级增长。“目前的首要任务是和速卖通一起把曝光做上去。”他说。

在俞丽铨看来，下一步，大量国产品牌都会有往外走的机会，“品牌化”已经成为不可逆的趋势。

各地利好政策不断

商务部副部长盛秋平近日在国新办发布会上表示，今年上半年，我国跨境电商进出口达到1.3万亿元，创历史新高。

今年以来，各地跨境电商领域利好政策不断。4月，国务院批复，同意在海南全岛和秦皇岛等15个城市（地区）设立跨境电子商务综合试验区。

6月，广西壮族自治区商务厅等7部门印发《关于促进广西跨境电商高质量发展的若干措施》，明确支持跨境电商赋能实体经济，联合相关电商平台企业、机构，深入各地市开展“跨境电商+产业带”系列活动，推动广西优势特色产业产品以跨境电商方式出口。

8月，北京市商务局发布《北京市推动跨境电商高质量发展行动方案（2025—2027年）》，明确打造立足京津冀、服务全国、辐射全球的跨境电商创新高地；同月，杭州海关推出支持浙江跨境电商高质量发展10项措施，从模式创新、服务能力提升、监管制度优化等多维度提升跨境电商贸易便利化水平。

业界普遍认为，为满足跨境电商的发展诉求，未来更多靶向性支持政策还将陆续推出。企业端也在紧扣新的市场需求，推进产品与营销策略的动态调整。政策托举与企业创新正形成“双轮驱动”效应，推动中国品牌稳步迈向高质量发展。

译文：

Cross border e-commerce platform 'increases staff', Chinese brands accelerate expansion into overseas markets

Alibaba's cross-border e-commerce platform Lazada recently achieved its first system level integration with Tmall, and set up a dedicated project team to help Tmall merchants connect to the Southeast Asian market with just one click; 1688 has publicly disclosed a cross-border AI product called "Aoxia", which is expected to be launched in November this year... In the booming cross-border e-commerce industry, new platforms continue to emerge, providing sellers with more choices to expand into overseas markets.

Experts say that the continuous "expansion" of Chinese cross-border e-commerce platforms has helped Chinese goods enter the global market more conveniently, expanded the market scope of Chinese goods, and provided overseas consumers with richer product choices.

'Reducing Burden' Enters New Markets

A brand insider who received an invitation to go global revealed that the above project was jointly launched by Tmall and Lazada. Currently, the merchant backend has set up a dedicated "One click Light Going Global, Direct to Southeast Asia" page, with no additional operating costs. Merchants only need to send the goods to the domestic warehouse, and the platform will bear international logistics, overseas product after-sales, advertising, etc.

Branding has entered its golden age, and now we have stronger internal collaboration support, "said Wei Meng, President of Lazada." Behind the 'one click light sea going' strategy, there are two key points. One is internal collaboration, and Tmall staff will deeply participate in the project, selecting the most suitable and high-quality brand merchants to enter the project; The other is system integration, through the system integration and AI capabilities of the two platforms, Tmall merchants will obtain a "twin" store on Lazada.

In recent years, cross-border e-commerce platforms have emerged one after another, continuously injecting new impetus into the development of the industry. According to data from AliExpress, one of the "Four Little Dragons of Going Global", the number of brands registered on the platform increased by 70% year-on-year in the first half of this year, with over 500 brands doubling their sales and more than 2000 brands successfully entering new markets through the platform. On September 23rd, AliExpress, a cross-border e-commerce platform under Alibaba Group Holdings Limited, announced the launch of the "Super Brand Overseas Plan".

Provide a systematic overseas strategy

Behind the globalization of Chinese brands, from product expansion to brand expansion, lies the confidence supported by both supply chains and cross-border e-commerce platforms.

Yan Zhi, the head of AliExpress brand going global, told reporters that the essence of this brand going global upgrade is that AliExpress has made changes from its underlying capabilities and provided a systematic brand going global strategy. From adapting to platform operation requirements and relying on big promotions to achieve explosive growth, AliExpress has transformed into a platform that upgrades its brand from bottom to top. AliExpress will become the second growth curve for brands going global, giving them a new choice when deciding to go global.

This year, we aim to capture 100 million yuan in overseas markets on AliExpress, "said ThinkRider, a smart bike platform brand. When it comes to this year's "small goals", ThinkRider founder Yu Liquan is full of confidence: on the one hand, the overseas outdoor sports market is more mature; On the other hand, the star new product of ThinkRider, which is popular in China, is still in its infancy overseas. In the cycling interest circle, once a viral effect is formed through word of mouth, sales will experience exponential growth. The top priority at present is to work together with AliExpress to increase exposure, "he said.

In Yu Liquan's view, the next step is for a large number of domestic brands to have the opportunity to go global, and "branding" has become an irreversible trend.

Positive policies continue to be implemented in various regions

Vice Minister of Commerce Sheng Qiuping recently stated at a press conference of the State Council Information Office that in the first half of this year, China's cross-border e-commerce imports and exports reached a historical high of 1.3 trillion yuan.

Since the beginning of this year, various regions have continuously implemented favorable policies in the field of cross-border e-commerce. In April, the State Council approved the establishment of cross-border e-commerce comprehensive pilot zones in 15 cities (regions) including Hainan Island and Qinhuangdao.

In June, the Department of Commerce of Guangxi Zhuang Autonomous Region and seven other departments issued the "Several Measures to Promote the High quality Development of Cross border E-commerce in Guangxi", which clearly supports the empowerment of the real economy by cross-border e-commerce, collaborates with relevant e-commerce platform enterprises and institutions, and carries out a series of "Cross border E-commerce+Industrial Belt" activities in various cities to promote the export of Guangxi's advantageous and characteristic industrial products through cross-border e-commerce.

In August, the Beijing Municipal Bureau of Commerce released the "Action Plan for Promoting High Quality Development of Cross border E-commerce in Beijing (2025-2027)", which clearly aims to build a cross-border e-commerce innovation highland based in the Beijing Tianjin Hebei region, serving the whole country, and radiating globally; In the same month, Hangzhou Customs launched 10 measures to support the high-quality development of cross-border e-commerce in Zhejiang, improving the level of cross-border e-commerce trade facilitation from multiple dimensions such as model innovation, service capability enhancement, and regulatory system optimization.

The industry generally believes that in order to meet the development demands of cross-border e-commerce, more targeted support policies will be introduced in the future. The enterprise side is also closely following new market demands and promoting dynamic adjustments of products and marketing strategies. Policy support and corporate innovation are forming a "dual wheel drive" effect, promoting Chinese brands to steadily move towards high-quality development.