j8typz 发表于 2024-10-13 04:19:53

“Copy From China”模式成功,Shopee成全世界下载量最大的购物App


    <h1 style="color: black; text-align: left; margin-bottom: 10px;">东南亚承包<span style="color: black;">全世界</span>互联网经济增量</h1>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">谷歌和淡马锡和贝恩咨询合作发布了《e-Conomy SEA 2021 Report》,SEA<span style="color: black;">便是</span>South East Asian,“东南亚”的意思。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/64ea4a7b7f474bae987c1be79a510d71~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729329799&amp;x-signature=Fgger7FfashqT5HyhF5A6azk6n4%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;">这份报告统计说,</span><strong style="color: blue;"><span style="color: black;">2015年东南亚互联网经济规模才320亿美元,而到了2020年这个数字就冲到1050亿美元。它们预计到2025年,东南亚互联网经济规模将达3090亿美元,相当于2020年的3倍。</span></strong></span></p>
    <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;">东南亚互联网市场的高增速,<span style="color: black;">亦</span>是互联网巨头们出海东南亚<span style="color: black;">作为</span>热潮的<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;">其中有Shopee过去几年在<span style="color: black;">全世界</span>电商行业里非常当红,被誉为“东南亚腾讯+东南亚淘宝”,在华人圈里,<span style="color: black;">大众</span>叫Shopee“虾皮”。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c89528fd56cc4a2fadccafa80038b0d6~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729329799&amp;x-signature=RaJeyFu98tnLcDEedENzl%2FoFqQU%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;">2021年,Shopee是<span style="color: black;">全世界</span>下载量最高的购物App,全年下载量达到2.03亿。</span></strong>排在它后面的是快时尚电商SHEIN,1.9亿,<span style="color: black;">咱们</span><span style="color: black;">熟练</span>的亚马逊只排在第四。</span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">Shopee是<span style="color: black;">怎样</span>发家的?</h1>
    <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;">Shopee的母<span style="color: black;">机构</span>叫Sea,冬海集团。</span></strong>Shopee的创始人叫李小冬,<span style="color: black;">本来</span>是天津人,后来入籍了新加坡。2009年李小冬从斯坦福攻读MBA毕业以后,在新加坡创办了一家游戏代理<span style="color: black;">机构</span>叫Garena,<span style="color: black;">起始</span>了他的东南亚创业。</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;">Garena最早的生意是代理腾讯、畅游等<span style="color: black;">机构</span>的游戏,做东南亚的本地化运营。<span style="color: black;">由于</span>业务亲近,Garena在创业的第二年就拿到了腾讯的投资。到了2017年,《绝地求生》这类吃鸡游戏火了,Garena马上跟进,<span style="color: black;">亦</span><span style="color: black;">研发</span>了一款吃鸡游戏叫《Free Fire》,它的这款游戏还特意<span style="color: black;">按照</span>东南亚民众的消费水平,调低了游戏的软硬件配置。</span></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/ceb4e11d7b6045c9bff1d5aa0e16bd59~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729329799&amp;x-signature=mmsYflLzKXb4zRhTW7UkZi0Tb4M%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;"><span style="color: black;">这般</span>一来,<span style="color: black;">海量</span>的东南亚民众本来手机是跑不动《绝地求生》的,却能够跑得动《Free Fire》,于是就<span style="color: black;">成为了</span>Garena的玩家。</span><strong style="color: blue;"><span style="color: black;">《Free Fire》<span style="color: black;">亦</span>就在东南亚和拉美<span style="color: black;">得到</span>了巨大的成功,当时还<span style="color: black;">作为</span>了2019、2020两年<span style="color: black;">全世界</span>下载量最高的移动游戏。</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;">李小冬借着游戏业务的丰厚利润,在2015年乘胜追击,又成立了自己的电商<span style="color: black;">机构</span>,就起名叫Shopee,Shopee在紧接着的2016年就在深圳设立了办公室,侧重<span style="color: black;">研发</span>中国卖家,把搬运“中国制造”的跨境业务变<span style="color: black;">成为了</span>主业。随后李小冬又成立了一家名叫Sea(冬海集团)的母<span style="color: black;">机构</span>,把游戏和电<span style="color: black;">商场</span>务都装了进去。</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;">再往后,冬海集团在东南亚做起了三大业务:</span><strong style="color: blue;"><span style="color: black;">游戏业务Garena、电<span style="color: black;">商场</span>务Shopee,还有金融业务Sea Money。这可都是在中国市场验证过的印钞机级别的生意。</span></strong></span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">Copy From China模式的成功</h1>
    <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;">华人到东南亚创业,最<span style="color: black;">平常</span>的一种思路<span style="color: black;">便是</span>把在中国验证过的<span style="color: black;">商场</span>模式再来一遍,赚经验差的钱。这个玩法在那边被<span style="color: black;">叫作</span>作“Copy From China”。</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Shopee和它的母<span style="color: black;">机构</span>Sea往前又走了一步,<span style="color: black;">能够</span>算是把Copy From China和东南亚本地化结合得最成功的<span style="color: black;">机构</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/ffc50829a25f4b79bdc44368ae663e02~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729329799&amp;x-signature=BUnoI7sQifLNWbc%2BNeICT7%2F0QU0%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;">冬海集团虽然模式是Copy From China,但它的价值底色却更偏向于“Born to Be Global”,<span style="color: black;">亦</span><span style="color: black;">便是</span>生来<span style="color: black;">便是</span>为了<span style="color: black;">全世界</span>化。它的总部在新加坡,却<span style="color: black;">海量</span>雇佣中国的人才,<span style="color: black;">运用</span>中国的产能,来开展东南亚乃至<span style="color: black;">全世界</span>的业务。</span></strong>在这一点上,它不太像腾讯、阿里,反而跟TikTok和SHEIN更接近。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3c299524ebd646d2819a272aa1c683e7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729329799&amp;x-signature=xFs7a2yEfEBebY8vPt1fBNQHMk0%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;"><span style="color: black;">做为</span>一个“平台型”<span style="color: black;">制品</span>,最难的点是在于怎么<span style="color: black;">创立</span>一个供需平衡的生态,卖家在这个“场”中有钱赚,</span></strong>买家能够在“场”中买到需要的商品,实现人-货-场的连接。</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Shopee成立的2015年,这一年,阿里<span style="color: black;">刚才</span>收购了东南亚最大的电商平台Lazada,至此,Shopee和Lazada展开了一段<span style="color: black;">长时间</span>的竞争。</span></span></p>
    <h1 style="color: black; text-align: left; margin-bottom: 10px;">Shopee对阵Lazada</h1>
    <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;">阿里在2016年入股Lazada之后,在国内空降了不少高管过去,随之带去了“淘宝成功经验”。</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;">但阿里的淘宝模式对东南亚市场<span style="color: black;">来讲</span>却太超前了,<span style="color: black;">由于</span>在2016年前后,国内电商市场的竞争<span style="color: black;">已然</span>极其激烈了,这个<span style="color: black;">周期</span>的游戏规则<span style="color: black;">已然</span>不是为了开掘新市场而设定的,而是用等级体系之类的规则,来鼓励卖家们互相竞争了。</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">因此</span>,新手们在Lazada上开店很头疼,似乎不刷单不行,刷单<span style="color: black;">亦</span>不行,不<span style="color: black;">晓得</span>怎么弄。</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/e8de6d8a3faf4168a36ffee9f3fe014d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729329799&amp;x-signature=XAA0%2B%2FEBPieEwMSqmSjsf6WAWH0%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;">Shopee的策略则是向新卖家倾斜流量,给三个月的流量扶持期。</span></strong>知乎上有一个跨境卖家是<span style="color: black;">同期</span>在Shopee和Lazada开店的,他说自己的Shopee店铺,上架商品之后<span style="color: black;">次日</span>就<span style="color: black;">起始</span>有生意,而他Lazada的店铺要两周之后才卖出了<span style="color: black;">第1</span>单。</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;">其次,Shopee就盯上了<span style="color: black;">本来</span>就在东南亚本地做生意的传统中国批发商们。这批人有仓库、有货,只<span style="color: black;">不外</span>偏低端。Lazada收归淘宝之后,不是很看得上它们这批货源。</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Shopee的CEO<span style="color: black;">由于</span>常年泡在东南亚人口最多的印尼,得以深耕本地,</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">亦</span>就得以把这批传统华人批发商给争取到了Shopee的平台上。</span></strong></span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/98f8e613743748bdb4023d9d2c540e59~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729329799&amp;x-signature=xDor5HcEpcViOiS8m2W5UQwAHOM%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;">于是从2016年到2019年,Shopee的收入节节飙升,从1770万美元疯长到了8.2亿美元,年复合增长率高达359%。<span style="color: black;">亦</span><span style="color: black;">便是</span>在2019年这一年,Shopee的数据正式超过了Lazada,<span style="color: black;">作为</span>东南亚和台湾地区市场下载量<span style="color: black;">第1</span>的购物App。</span></span></p>
    <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;">Shopee的逆袭战略,<span style="color: black;">能够</span>总结为“本地经验+碎钞机”。</span></strong>它的扩张当然<span style="color: black;">亦</span>有代价,<span style="color: black;">便是</span><span style="color: black;">持续</span>吃掉母<span style="color: black;">机构</span>的游戏业务现金流,让母<span style="color: black;">机构</span>的亏损拉大。就在Shopee夺冠的2019年,它的亏损刚好占用了母<span style="color: black;">机构</span>游戏业务的<span style="color: black;">所有</span>利润。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/b8bc3fec18a442479402135471a24df6~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1729329799&amp;x-signature=mJ3JAYOb7b69T7JGp%2BxOqn16baw%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;">Shopee<span style="color: black;">作为</span>了2021年<span style="color: black;">全世界</span>下载量最高的购物App,全年下载量达到2.03亿,其2021年的收入<span style="color: black;">亦</span>冲到了51亿美元,击败阿里旗下的最大竞争对手Lazada。Shopee是<span style="color: black;">怎样</span>发家的?<span style="color: black;">怎样</span>把“Copy From China”模式运用成功,又能走向Global?</span></span></p>




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