进军中国跨境电子商务市场

进入跨境电子商务在中国 本文件提供的信息不构成法律和/或商业建议；相反，此处包含的信息仅用于一般参考目的。读者应咨询其自己的顾问以获取关于本文件中提及的任何特定事项或主题的建议。本文件的内容按“原样”提供；联邦快递不对 herein所列信息的时效性、准确性和/或充分性作出任何保证，并且不对任何人因依赖此类信息而采取或不采取任何行动所承担任何责任。明确声明，基于本文件内容采取或不采取任何行动的所有责任在此予以免除。 ····························· 122.2 主要的跨境电子商务平台·················································································································································································································· 152.3 如何选择合适的平台起步·················································································································································································································· 182.4 开始销售前的关键考虑因素·················································································································································································································· 19····················································································································································································· 关键要点20 3.1 中消跨境购物行为分析·····························································································································································································第 3 部分 ： 建筑需求和转换销售21 ·············································· 223.2 品牌如何满足消费者的期望？················································································································································································································ 243.3 重要中国传统节日及关键购物活动················································································································································································································ 253.4 数字营销渠道···················································································································································································································································· 273.5 社交媒体概览···················································································································································································································································· 30····················································································································································································· 关键要点32····················································································································· 5.1 解码中国（由Zono提供）·························································································································································································关键要点37····························································第 5 节 ： 中国消费者对电子商务送货的期望41 前言 这本书为国际品牌提供了如何进入中国电子商务市场的总体概览。目前，中国已成为全球最大的B2C（企业对消费者）电子商务市场，占全国零售总额的30%。中国消费者平均每年在线消费2058美元，其中一半（1018美元）是通过手机进行的消费。 根据Statista的报告，83.8%的中国互联网用户进行在线购物，购买来自本地和国际品牌的商品。预计到2025年，中国的电子商务用户数量将增长24%，达到12.24亿用户。这一增长是由中国中产阶级的崛起所驱动的。 跨境电子商务占中国总电子商务市场的13.5%，其中日本（24%）、澳大利亚（14%）和美国（12%）位列中国消费者购物的前三大国家。海外商户需采取实际措施，掌握合适的销售渠道、支付合作伙伴和物流平台，以进入中国市场并扩大业务规模。 我们编制了这本电子书，以提供对中国令人兴奋且竞争激烈的市场环境的总体概述。本书分为五个易于消化的章节，您可以从头读到尾，或者使用下面的索引导航到特定部分。书中还包含了行业专家的内部见解，这些见解能帮助您做出正确的决策！ 请注意，本电子书仅提供一般性信息，不旨在针对任何特定实体或个人的具体情况。市场趋势和统计数据，尤其是来自外国司法管辖区的数据，是动态的，会随时发生变化，并受到许多外部因素的影响，如国际关系和政治局势。在出于商业目的进入外国市场之前，请确保您充分开展自己的研究并寻求专业建议。 电子商务与跨境Section 1电子商务在中国 根据Statista数字市场展望报告，中国是全球最大的电子商务市场，去年产生的收入超过125,366亿元。预计到2025年，这一数字将增长24%，达到1,224亿用户。 到今年年底 ， 全球电子商务市场预计将有价值4.23 万亿美元在营收方面。中国仍然是全球最大的电子商务市场，营收超过1500亿美元，并预测将达到3.3 万亿美元by 2025. 在过去的十年里，中国电子商务市场经历了爆炸性的增长。图1.0展示了自2012年以来中国在线购物渗透率的情况。根据Statista的数据，中国的在线购物渗透率在2023年达到了82%，预计到2025年将攀升至惊人的83.9%。 中国电子商务市场潜力 ： 电子商务用户数量预计到2025年将增长24%，达到12.24亿用户。35%的中国在线购物者拥有较高的家庭收入。68%的中国人口进行在线购物。智能手机是中国消费者最常用的在线购物设备。 中国跨境电商站在哪里 ？ 中国跨境电子商务玩家在2022年的贸易量为15.7万亿元，同比增长10.56%。同年，中国的跨境用户数量达到1.68亿。 跨境进口市场由于在线购物和跨境物流的普及，增长速度甚至更快。 跨境电子商务总额在2022年增长了10.56%。2023年，阿里巴巴跨境平台天猫国际在中国进口跨境B2C电商市场中占据了37.6%的市场份额。 当中国消费者从跨境平台购买海外商品时 ， 其中 55.67 ％ 的人重视 “产品质量平台/应用的可信度也是确保他们不仅获得合适的产品，而且确保该产品是正品的关键属性。 1.3中国跨境电子商务面临的挑战 订单取消是国际公司面临的另一个主要问题。 为了在中国实现直接的跨境市场进入并削减零售商的利润空间，品牌应在其国际税务、海关和物流方面发展自身的（或合作伙伴的）能力。 微信支付和支付宝贡献超过90%因此 ， 您的企业需要采用本地化的支付选项。 91%的购物者如果电商网站不提供快速、免费或灵活的配送服务将放弃访问这些网站。另外，如果你计划从海外仓库直接向中国消费者发货，这将需要更多时间。3 days这可能是引起顾客不满的原因。 中国跨境电商市场机遇 在过去几年中，中国中高收入阶层的人口数量呈指数增长。去年，中国的在线购物人数超过了9亿（图1.4.1）。 随着可提供的产品种类多样化，如体育用品和电子产品等，男性消费者的占比有所增加。 随着年轻一代消费水平的不断提升，Z世代将很快成为跨境购物的主要力量。 在迅速增加的跨境消费者中（如图1.4.3所示），一线城市的消费者占据主导地位，主要包括北京、上海、广州和深圳，占总跨境购物者的29.2%。 来自经济较为发达地区的消费者，如中国中南地区和南方地区，也渴望购买国际产品，这恰好反映了他们较高的经济状态和强大的购买力。主要进行跨境购物的消费者年龄在26至40岁之间，女性的比例略高于男性。 中国是世界上最大的电子商务市场 ， 预计到 2025 年将达到 21.4 万亿元人民币(3.3 万亿美元) 。 2023 年中国网上零售总额为 15.42 万亿元人民币(2.1 万亿美元)， 比上年增长 11% 。 疫情造成了一些干扰 ， 但中国的跨境电子商务仍在继续增长。 销售渠道和平台入门 Section 2 中国跨境电商平台的类型 直接面向消费者的模式 从企业到消费者的模型