SHEIN和Temu,谁能撼动亚马逊?
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/d4a0523f73a8411abe3f179b25e17b85~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724751&x-signature=MKqwbJAhNR8e%2Fzl98CmYbqTkuNo%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">一路狂飙的Temu和SHEIN</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">谁能想到中国电商平台<span style="color: black;">忽然</span><span style="color: black;">成为了</span>美国<span style="color: black;">青年</span>人的最爱。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2023年3月,美国应用商店程序排名前五中,海外版拼多多Temu排名<span style="color: black;">第1</span>,快时尚跨境电商SHEIN排名第四。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">能够</span>说,Temu<span style="color: black;">已然</span>成功在北美站稳了脚跟,SHEIN<span style="color: black;">亦</span>依旧保持着稳定的增长势头。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而Temu和SHEIN这<span style="color: black;">亦</span>是能够成功在北美市场实现突围,其实在很大程度上是<span style="color: black;">由于</span>两者采取的</span><strong style="color: blue;"><span style="color: black;">低价扩张策略。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2018年<span style="color: black;">败兴</span>,SHEIN相继进入美国、墨西哥、法国、英国、日本等多个国家及地区,并以其超低的价格,击败了ZARA、H&M等欧美快时尚品牌,成功占据美国快时尚30%市场份额。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">用户方面,2022上半年SHEIN的日均活跃用户突破了3000万,同比增长15%。2022年SHEIN的安装量突破2.29亿次,超越亚马逊<span style="color: black;">作为</span>美国下载量最大的APP。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/70ae427d20e142a8896bb023e9ce73db~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724751&x-signature=lvL3UBhrXlMaV%2BqNvEFXuTEHc08%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">(图源:Statista)</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">营收方面,SHEIN在2022年实现营收240亿美元,同比增长52.8%,GMV约为300亿美元,同比增长50%,</span><strong style="color: blue;"><span style="color: black;">延续了前几年的增长势头。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而Temu一边依靠<span style="color: black;">持续</span>击穿的低价,例如价格低至0.49美元的鞋帽配饰类商品、不高于10美元的日用家居类商品;价格<span style="color: black;">位置于</span>3-20美元之间女装服饰类商品……积攒了大批消费者。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一边还<span style="color: black;">经过</span>拉新奖励、砍一刀等活动,形<span style="color: black;">成为了</span>“一传十,十传百,百传千”的社交裂变,实现了</span><strong style="color: blue;"><span style="color: black;">用户数量的爆发式增长。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">数据<span style="color: black;">表示</span>,Temu仅上线<span style="color: black;">一月</span>就成功超越亚马逊、沃尔玛等应用,登上了Google Play购物类应用下载量榜首。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">截止</span>2023年1月底,Temu<span style="color: black;">全世界</span>下载量接近2000万次,其中北美地区用户占比超90%。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">尝到甜头之后,Temu<span style="color: black;">起始</span>拓展其他国家市场。4月21日,Temu在英国正式上线,此后Temu又相继开放了在德国、荷兰、意大利等欧洲国家的站点。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">截止</span><span style="color: black;">日前</span>,Temu已成功进军10个海外市场,其中多为欧美国家。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不仅如此,今年2月Temu砸下1400万美元,在美国职业橄榄球总决赛“超级碗”上投放了30秒的<span style="color: black;">宣传</span>。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a42d1c7fa6004877afd7d70978d91ae5~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724751&x-signature=5EPfM432CuTx6Z3y0wx2BlZyOPI%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在<span style="color: black;">宣传</span>投放当天,有数据<span style="color: black;">表示</span>,Temu的下载量与前一天相比上涨45%,日活跃用户增长20%,关注度大大飙升。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">值得<span style="color: black;">重视</span>的是,Temu<span style="color: black;">显现</span>后,SHEIN的地位<span style="color: black;">起始</span>受到影响。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">数据<span style="color: black;">表示</span>,2022年3-8月,SHEIN日活用户环比增速只达到个位数水平。<span style="color: black;">同期</span>,客单价<span style="color: black;">亦</span>有所下滑,2022年SHEIN的客单价同比增长7.4%。而上年客单价增幅为16%。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由此可见,</span><strong style="color: blue;"><span style="color: black;">Temu的加速狂奔,<span style="color: black;">亦</span>给SHEIN带来了不少的冲击。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">就<span style="color: black;">日前</span>而言,SHEIN和Temu<span style="color: black;">已然</span>成功在海外市场掀起了一阵低价购物的热潮,</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">将来</span>这两个平台的竞争与发展或将改写<span style="color: black;">全部</span>跨境电商市场的格局。</span></strong></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e8d9222c5e7546c89b4be482a6f344c4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724751&x-signature=T3SNh6d9ZZECCRrRNNZJqYVX6S4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">SHEIN与Temu竞争加剧</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从SHEIN和Temu海外布局来看,</span><strong style="color: blue;"><span style="color: black;">低价策略正是<span style="color: black;">她们</span>打入北美市场的杀手锏。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">虽然<span style="color: black;">一样</span>采取低价策略扩张市场,但SHEIN与背靠拼多多的Temu相比,还是小巫见大巫了。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">自去年上线<span style="color: black;">败兴</span>,Temu围绕低价策略频频出招,打得SHEIN猝不及防。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">数据<span style="color: black;">表示</span>,去年“黑色星期五”大促<span style="color: black;">时期</span>,Temu的商品价格仅为SHEIN的50%<span style="color: black;">上下</span>。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b29420d056184c2386c4acf1d192465c~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724751&x-signature=8k%2BRWJQ4Ka4yvCO4UG0Ta1AINcg%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">(Temu“黑色星期五”大促活动)</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">经过</span>对比同类商品价格<span style="color: black;">发掘</span>,Temu平台的商品价格仅为SHEIN的53%-80%。其中服饰及鞋履品类,Temu的部分单品<span style="color: black;">亦</span>能低至SHEIN的30%以上。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由此可见,相较于SHEIN,Temu的价格会更低,</span><strong style="color: blue;"><span style="color: black;">竞争<span style="color: black;">优良</span>更<span style="color: black;">显著</span>。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">不外</span>,从供应链方面来看,SHEIN的胜算要更大<span style="color: black;">有些</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">自成立<span style="color: black;">败兴</span>,SHEIN<span style="color: black;">始终</span></span><strong style="color: blue;"><span style="color: black;">深耕供应链</span></strong><span style="color: black;">,尤其两三年,其动作<span style="color: black;">更加是</span>频繁。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">去年7月,SHEIN与南航物流正式<span style="color: black;">签定</span>战略合作协议,大力拓展仓储资源<span style="color: black;">研发</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">与此<span style="color: black;">同期</span>,SHEIN宣布扩大供应商社区赋能计划,推出亿元资金对供应商社区的工厂进行实体扩建改造。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c24a8b3e661a41a79bf1ac0a7ad35d82~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724751&x-signature=gHBocobmWv0%2FULJK8xFykqFKfSo%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">(图源:南航物流)</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近期,SHEIN又<span style="color: black;">起始</span>大手笔投资供应链的建设:预计在<span style="color: black;">将来</span>五年内投资七千万美元优化其供应链工人的工厂。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不仅如此,SHEIN还预计投资四千万美元打造一个服装制造创新中心,进一步<span style="color: black;">保证</span>供应链的稳定畅通。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">海外供应链方面,去年9月,SHEIN宣布在美国新增两个分销中心,以<span style="color: black;">加强</span>商品运输速度,并打算在美国东北部开设第三个配送中心,进一步强化供应链建设。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在多重布局之下,SHEIN的供应链<span style="color: black;">优良</span>越来越<span style="color: black;">显著</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">公开数据<span style="color: black;">表示</span>,SHEIN的供应商已突破3000家,<span style="color: black;">日前</span>其已完成31家工厂的<span style="color: black;">设备</span>改进、升级和扩建,预计2023年,其将完成100家工厂的升级和扩建。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">如此看来,</span><strong style="color: blue;"><span style="color: black;">SHEIN<span style="color: black;">特别有</span>可能会在供应链的竞争上扳回一城。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">值得<span style="color: black;">重视</span>的是,今年1月,SHEIN正式启用了设立在广州番禺区的新总部,该总部与TEMU相距不到800米。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此前,SHEIN还传出将在美国开放第三方卖家入驻<span style="color: black;">途径</span>,并在品牌服饰的<span style="color: black;">基本</span>上,拓展其它商品品类的<span style="color: black;">信息</span>,似乎有意从快时尚女装平台转型<span style="color: black;">作为</span>全品类电商平台。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从中不难看出,Temu的<span style="color: black;">显现</span>给SHEIN带来了不小的压力,<span style="color: black;">日前</span>SHEIN正在<span style="color: black;">经过</span>积极<span style="color: black;">调节</span><span style="color: black;">自己</span>动向,</span><strong style="color: blue;"><span style="color: black;">扩大供应链<span style="color: black;">优良</span>,抵御Temu的进攻。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">综合而言,Temu和SHEIN各有各的<span style="color: black;">优良</span>,</span><strong style="color: blue;"><span style="color: black;">Temu在打造价格壁垒,而SHEIN在打造供应链壁垒</span></strong><span style="color: black;">,两者正在<span style="color: black;">区别</span>的赛道跑马圈地。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2ff902347d994874b1bf5b26ad893489~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724751&x-signature=NXSQ6NYw55%2BHNgbbfFoX7yDA5k4%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">谁能撼动亚马逊?</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">事实上,Temu自上线<span style="color: black;">败兴</span>,<span style="color: black;">始终</span>被指是在对标SHEIN。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">Temu方面<span style="color: black;">亦</span><span style="color: black;">无</span>否认这个说法,<span style="color: black;">乃至</span>还针对北美业务设定了一个很高的<span style="color: black;">营销</span><span style="color: black;">目的</span>:2023年2月到2023年9月1日,<span style="color: black;">最少</span>有一天GMV超过SHEIN。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">另一边,SHEIN似乎<span style="color: black;">亦</span>在暗戳戳跟Temu较劲,定下了要在2025年<span style="color: black;">全世界</span>GMV实现806亿美元的<span style="color: black;">目的</span>,双方可谓是你来我往,竞争火花四溅。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">但话又说回来了,哪怕SHEIN与Temu之间的竞争再激烈,亚马逊始终是跨境电商的老大,<span style="color: black;">想要</span>超越它恐怕还得继续修炼。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以美国市场为例,数据<span style="color: black;">表示</span>,亚马逊在美国的零售市场份额从2014年的28.1%增长到了2021年的56.7%,实现了翻倍增长。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">即便去年<span style="color: black;">败兴</span>,亚马逊的电商业务<span style="color: black;">显现</span>下滑,但瘦死的骆驼比马大,<span style="color: black;">日前</span>亚马逊的市场份额仍高达41%,</span><strong style="color: blue;"><span style="color: black;">SHEIN与Temu暂时还<span style="color: black;">没法</span>撼动亚马逊地位。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">众所周知,对跨境电商<span style="color: black;">来讲</span>,<span style="color: black;">保准</span>物流配送的时效性是相当重要的,亚马逊<span style="color: black;">亦</span>是凭借其强大的物流配送能力,<span style="color: black;">才可</span>盘踞北美市场<span style="color: black;">数年</span>。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c780f9a7d29e4069a757df95d35270e4~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1722724751&x-signature=CHxi1gSSk10WMfc%2FC%2Bx7DPh8xuU%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">(亚马逊的免费快速配送服务)</p>
</div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span>是<span style="color: black;">因此呢</span>,完善供应链建设自然而然地<span style="color: black;">作为</span>我国的出海电商平台突围的关键。</span><strong style="color: blue;"><span style="color: black;">这<span style="color: black;">亦</span>是SHEIN<span style="color: black;">持续</span>发力建设内<span style="color: black;">外边</span>供应链的<span style="color: black;">基本</span><span style="color: black;">原由</span>。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">值得一提的是,Temu此前为了降低运营成本,<span style="color: black;">调节</span>了商家邮寄到仓的运费价格,将<span style="color: black;">本来</span>由平台承担的邮费,转为平台和商家各承担一半。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此举推行后,平台上缺乏经验的中小商家<span style="color: black;">逐步</span>被淘汰,具备供应链资源且能保有低价<span style="color: black;">优良</span>的供应商被留存下来,对Temu的供应链建设有<span style="color: black;">极重</span>的推动<span style="color: black;">功效</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">从行业<span style="color: black;">方向</span>看,不管是SHEIN还是Temu,</span><strong style="color: blue;"><span style="color: black;">供应链都是核心武器</span></strong><span style="color: black;">,<span style="color: black;">仅有</span>抓好这个关键,<span style="color: black;">才可</span>事半功倍。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">总之,对当下的SHEIN和Temu<span style="color: black;">来讲</span>,加速完善内<span style="color: black;">外边</span>供应链建设,才是重中之重。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">作者 | 李响</span></span></p>
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