据海关总署统计，2021年我国跨境电商进出口规模达到1.98万亿元，同比增长15%，其中出口1.44万亿元，增长24.5%?？缇车缟桃丫晌夜隹诿骋椎闹匾槌刹糠?，是外贸企业开展进出口业务的重要渠道，是贸易方式创新的重要趋势。当下，在我国努力构建以国内大循环为主体、国内国际双循环相互促进的新发展格局过程中，充分发挥跨境电商助力中国品牌出海的战略新通道作用显得尤其重要。

为品牌出海带来新的确定性

当今世界正经历百年未有之大变局，国际环境日趋复杂，黑天鹅、灰犀牛事件频发，不稳定性、不确定性明显增加，世界经济陷入低迷期，经济全球化遭遇逆流，供给冲击、需求收缩、预期转弱现已成为全球经济面临的共同挑战。但同时，我们也看到新一轮科技革命和产业变革深入发展，以电子商务为代表的新经济正在加速与传统经济深度融合，全社会数字化进程大大加速。

党的二十大报告提出要“推动货物贸易优化升级，创新服务贸易发展机制，发展数字贸易，加快建设贸易强国”，要“加快发展数字经济，促进数字经济和实体经济深度融合，打造具有国际竞争力的数字产业集群”。对外发展数字贸易，对内建设数字中国已经是未来我国创新发展的确定性路线，这充分表明紧抓全球数字化发展新机遇，大力发展数字经济，既是经济发展的必然趋势，也是驱动双循环新发展格局的重要动能。

跨境电商作为数字经济在国际贸易领域的重要业态，其出现和发展适应了贸易小额化、灵活化的发展需求，更适应快节奏的现代社会，同时极大降低了国际贸易的门槛，让更多的中小微主体可以通过跨境电商寻找商机、拓展市场、销售产品、创立品牌，展现出强大的生命力和发展活力。

降低中国品牌出海的门槛

对品牌出海企业而言，通过跨境电商出?？梢约蠼档涂睾Ｍ馐谐〉拿偶?。依托传统渠道，在海外市场建立品牌需要大量的投入和长期的运营，品牌知名度需要多年的积淀才能逐步占领目标市场，只有具备相当实力的大企业才有成功的机会。

传统经济时代，中国品牌成功“走出去”的寥寥无几，成为国际知名品牌的更是凤毛麟角?；?、联想、海尔、TCL、海信、李宁等无不是经过了长期持续的产品创新和大量的渠道投入与宣传才逐渐在海外市场站稳脚跟，这些企业也都是国内市场各领域的佼佼者，具备雄厚的实力。相对而言，近年来一批中国新锐品牌依托快捷的线上渠道，迅速在海外市场打出品牌知名度，这些品牌基本成立时间很短，很多是从零起步，甚至在国内没有什么知名度，在海外市场建立起强大品牌影响力后才逐渐为国人所知。

在跨境电商领域Anker安克创新、Shein希音、Zaful飒芙、致欧家居等品牌依托第三方平台或自建独立站平台快速成长为各细分市场的头部品牌，有数据显示跨境电商领域中国出海品牌已达5000余家。新国潮品牌的元气森林、完美日记、泡泡玛特等在品牌出海过程中也非常注重线上渠道，借助跨境电商快速建立品牌心智。

补足品牌出海的渠道短板

品牌的建立，离不开渠道的支撑。长期以来，我国外贸企业处于全球价值链的底端，只能依靠廉价的人工、原材料、土地资源投入和大量的能源消耗建立起的产品价格优势赢得市场。尽管近年来从外贸出口结构上看，一般贸易占比已经大大高于加工贸易，高科技产品、机电产品、电子产品、汽车等有较强技术含量的产品逐步成为出口主力产品，但从价值增值角度，产品价格中的品牌增加值仍然很少。究其原因，很大程度上在于中国产品在海外市场缺乏渠道控制力，出口过程中大都采用FOB模式，产品装船离岸后，后续的销售已经跟出口企业没有关系了，大量OEM、ODM产品的设计溢价、品牌溢价均被海外有渠道能力的企业所占据。

数字贸易时代，西方国家在渠道市场方面的垄断优势被跨境电商新通道削弱?？缇车缟谭竦氖侨蛳颜吆筒晒荷潭杂胖噬唐返南呱喜晒盒枨?，连接的是各国众多的生产商、品牌商、贸易商甚至是个体网商，在技术的支持下搭建起一条高效率的线上贸易和交易通道。依托跨境电商新通道，中国品牌出海企业可以直接触达全球终端消费及采购需求，其战略价值不言而喻。

eMarketer调研数据显示,2021年全球零售电子商务交易额达4.9万亿美元，同比增长14%，预计2022年有望达到5.4万亿美元，成为全球消费新的增长点。超5万亿美元的线上零售大市场，也为中国品牌出海提供了足够大的市场空间。更为重要的是这个线上市场对于所有企业都是开放的，规则都是平等的，渠道都是透明的，这就为中国品牌出海企业提供了一个全新的赛道，在这个赛道上，渠道能力不再是中国品牌出海企业的短板。

提升品牌出海企业的核心能力

品牌是建立在用户的心智共识中。用户在哪儿，如何触达，触达后如何强化是品牌建设的核心问题。依托互联网、大数据、云计算、虚拟现实、人工智能等数字技术在全球范围的广泛连接与深度渗透，生产供给、流通贸易、消费市场的协同效应正得到快速强化，技术驱动下的全球新流通时代正在加速到来。同时，伴随全球新兴经济体快速崛起，RCEP区域全面经济伙伴关系协定生效实施，在区域经济一体化趋势持续加强的背景下，跨境电商正在突破国家和地区间障碍，成为重要的数字化贸易基础设施。

基于跨境电商的基础设施服务能力，品牌出海企业可以化整为零，有效降低贸易风险；同时，可以借助跨境电商进一步提升对海外市场的需求判断能力，及时优化产品研发设计，调整供应链，强化品牌建设，持续增强企业的核心竞争能力。在这方面，很多中国品牌出海企业已经开展了成功实践。

品牌出海企业在消费者前端可充分利用跨境电商平台、社交媒体、搜索引擎提供的智能化数据分析工具，基于消费大数据及时掌握海外消费需求趋势，更有品牌建立起强势的独立站App直接连接消费群体，掌握第一手的消费数据，实现面向细分市场的消费需求洞察；同时，在供给侧借助数字化工具建立起供应商网络，搭建小单快反的柔性制造供应链，实现产品的快速迭代和有针对性的创新研发，再通过快速物流实现产品及时交付。整个过程充分体现了跨境电商赋能品牌出海企业的消费洞察能力、精细运营能力、持续创新能力，而这些恰恰是品牌出海企业最有价值的能力护城河。

数字贸易新时代的大幕已经开启，在跨境电商新的赛道上，品牌出海企业机遇无限，我们共同期待更多的中国产品成为中国品牌，引领中国制造转型为中国智造。

According to the General Administration of Customs, the import and export scale of cross-border e-commerce reached 1.98 trillion yuan in 2021, with a year-on-year growth of 15%, among which the export reached 1.44 trillion yuan, with an increase of 24.5%. Cross-border e-commerce has become an important part of China's import and export trade, an important channel for foreign trade enterprises to carry out import and export business, and an important trend of trade mode innovation. At present, it is particularly important to give full play to the role of cross-border e-commerce in the strategic new channel for Chinese brands to go to sea in China's efforts to build a new development pattern with domestic cycle as the main body and domestic and international cycles promoting each other.




Bringing new certainty to the sea

The world today is undergoing profound changes unseen in a century. The international environment is becoming increasingly complex, with frequent incidents of black swans and grey rhinos, increasing instability and uncertainty. The world economy is Mired in a downturn and economic globalization is encountering adverse trends. At the same time, however, a new round of scientific and technological revolution and industrial transformation is gaining momentum. The new economy represented by e-commerce is deeply integrating with the traditional economy, and the digitalization process of the whole society is greatly accelerating.




The report of the 20th National Congress of the Communist Party of China proposed to "promote the optimization and upgrading of trade in goods, innovate the development mechanism of trade in services, develop digital trade, and accelerate the building of a strong trade country", and "accelerate the development of the digital economy, promote the deep integration of the digital economy and the real economy, and build digital industrial clusters with international competitiveness". Developing digital trade externally and building a digital China internally are already the definitive path for China's future innovation and development. This fully demonstrates that grasping the new opportunities of global digital development and vigorously developing the digital economy are not only an inevitable trend of economic development, but also an important driving force for the new dual-cycle development pattern.




As an important business form of the digital economy in the field of international trade, the emergence and development of cross-border e-commerce adapt to the development needs of trade minimization and flexibility, better adapt to the fast-paced modern society, and greatly reduce the threshold of international trade, so that more small, medium and micro entities can find business opportunities, expand the market, sell products and create brands through cross-border e-commerce. It shows strong vitality and vitality for development.




Lowering the threshold for Chinese brands to go overseas

For enterprises with overseas brands, going overseas through cross-border e-commerce can greatly reduce the threshold of developing overseas markets. Relying on traditional channels, the establishment of a brand in overseas markets needs a lot of investment and long-term operation, brand awareness needs years of accumulation to gradually occupy the target market, only with considerable strength of large enterprises have a chance to succeed.




In the traditional economic era, few Chinese brands have successfully "gone global", and even fewer have become international famous brands. Huawei, Lenovo, Haier, TCL, Hisense, Li Ning and so on are all through long-term continuous product innovation and a lot of channel investment and publicity to gradually establish a foothold in the overseas market, these enterprises are also the domestic market leaders in various fields, with strong strength. Relatively speaking, in recent years, a group of Chinese new brands rely on fast online channels to quickly play brand awareness in overseas markets. These brands have been established for a short time, many of them started from zero, and even have no visibility in the domestic market. After establishing a strong brand influence in overseas markets, they gradually become known to the Chinese people.




In the field of cross-border e-commerce, brands such as Anker Innovation, Shein Xiyin, Zaful Sayf and Zhiou Household have grown rapidly to become the leading brands in various market segments by relying on third-party platforms or self-built independent platforms. Data shows that there are more than 5,000 Chinese overseas brands in the field of cross-border e-commerce. Xinguocao brands such as Jinxing Forest, Perfect Diary and Bubble Mart also attach great importance to online channels in the process of brand going overseas, and quickly build brand mind with the help of cross-border e-commerce.




Supplement the brand to go out of the channel short board

The establishment of a brand is inseparable from the support of channels. For a long time, Chinese foreign trade enterprises have been at the bottom of the global value chain and can only win the market by relying on cheap labor, raw materials, land resources input and a large amount of energy consumption. In recent years, from the perspective of export structure, the proportion of general trade has been much higher than that of processing trade, and high-tech products, mechanical and electrical products, electronic products, automobiles and other products with strong technical content have gradually become the main export products. However, from the perspective of value added, the brand added value of product price is still very small. To a large extent, the reason lies in the lack of channel control of Chinese products in overseas markets. In the export process, most of the products adopt FOB mode. After the products are shipped offshore, the subsequent sales have nothing to do with the export enterprises.




In the age of digital trade, the monopoly advantage of Western countries in the channel market has been weakened by new cross-border e-commerce channels. Cross-border e-commerce serves the online purchasing demand of global consumers and purchasers for high-quality commodities, and connects numerous manufacturers, brand owners, traders and even individual online merchants in various countries. With the support of technology, it builds an efficient online trade and transaction channel. Relying on the new cross-border e-commerce channel, Chinese enterprises with overseas brands can directly reach the global end-consumption and procurement needs, which is self-evident strategic value.




According to eMarketer's research data, the global retail e-commerce transaction volume reached 4.9 trillion US dollars in 2021, with a year-on-year growth of 14%, and is expected to reach 5.4 trillion US dollars in 2022, becoming a new growth point of global consumption. The more than $5 trillion online retail market also provides a large enough market space for Chinese brands to go overseas. More importantly, this online market is open to all enterprises, the rules are equal, and the channels are transparent, which provides a new track for Chinese brands going abroad. On this track, channel capability is no longer the weakness of Chinese brands going abroad.




Enhance the core competence of enterprises with overseas brands

Brands are built on the mental consensus of users. Where users are, how to reach them and how to strengthen them are the core issues of brand building. With the extensive connectivity and deep penetration of the Internet, big data, cloud computing, virtual reality, artificial intelligence and other digital technologies around the world, the synergies between production, supply, circulation, trade and consumption markets are being strengthened rapidly, and a new era of global circulation driven by technology is accelerating. At the same time, with the rapid rise of global emerging economies and the effective implementation of the RCEP Regional Comprehensive Economic Partnership, cross-border e-commerce is breaking through the barriers between countries and regions and becoming an important digital trade infrastructure against the backdrop of the strengthening trend of regional economic integration.




Based on the infrastructure service capability of cross-border e-commerce, enterprises with overseas brands can break up into pieces and effectively reduce trade risks. At the same time, cross-border e-commerce can be used to further improve the ability to judge the demand of overseas markets, timely optimize product development and design, adjust the supply chain, strengthen brand building, and continue to enhance the core competitiveness of enterprises. In this regard, many Chinese brands have carried out successful practice.




In front of consumers, overseas brands can make full use of intelligent data analysis tools provided by cross-border e-commerce platforms, social media and search engines to timely grasp the trend of overseas consumer demand based on consumption big data. Moreover, some brands can establish strong independent apps to directly connect consumer groups, master first-hand consumption data, and realize consumer demand insight for segmented markets. At the same time, with the help of digital tools on the supply side, the supplier network is established to build a flexible manufacturing supply chain with small order and fast reverse, so as to realize rapid product iteration and targeted innovation research and development, and then realize timely product delivery through fast logistics. The whole process fully reflects the consumption insight ability, fine operation ability and continuous innovation ability of cross-border e-commerce enabling brand overseas enterprises, which are exactly the most valuable moat of brand overseas enterprises.

The curtain of a new era of digital trade has opened. On the new track of cross-border e-commerce, there are unlimited opportunities for overseas brands. We look forward to more Chinese products becoming Chinese brands and leading the transformation of made in China into Made in China.