“Stabilizing Europe and the United States and expanding into emerging markets” will become the market’s main growth strategy
Judging from changes in sales proportions in various regional markets, the cross-border e-commerce export market has maintained a relatively stable market structure in recent years, with the European and American markets as the main sales force. The market position is still solid; with the rapid growth of Lazada and Shopee’s business and the rise of independent Chinese stations in the Middle East market, the market potential of Southeast Asia and the Middle East has begun to highlight.
Southeast Asia and the Middle East are very different, and localized operations in market segments need to be paid attention to.
As the most watched emerging markets, cross-border e-commerce export companies have adopted completely different business models for the Southeast Asian and Middle Eastern markets.
At present, Chinese cross-border e-commerce export companies basically enter the Southeast Asian market by settling on the two major platforms of Lazada and Shopee, while in the Middle East they use independent stations
By settling on third-party platforms The method is conducive to quickly covering the Southeast Asian market
The high unit price of customers in the Middle East market can support the high marketing costs of independent stations
The Middle East market has low concentration and scattered market flow. New entrants into the independent station market Great opportunities
Category concentration has entered a downward range, and there is a lot of room for new products to emerge
Clothing, 3C electronics, and home furnishing are the top three sales categories, accounting for more than 50% of the market share, and are still supporting cross-border e-commerce. However, with the growth of long-tail categories (such as industrial products), the proportion of the top ten categories fell by 8.5% year-on-year in 2018, and the concentration ratio fell below 80%. As market demand is stimulated and the logistics system continues to improve, more and more categories will appear on cross-border e-commerce export platforms, and category concentration will continue to decline in the future.
The top 10 best-selling cross-border e-commerce export categories and their proportions in 2018