东南亚跨境电商跨境电商市场分析

作者：北风19541 | 发布时间：2023-10-25 14:58:53 收藏本文下载本文

东南亚跨境电商跨境电商市场分析

一、政策背景

二、政策背景

三、电商平台

四、发展现状

五、存在问题

六、解决措施

跨境电子商务是指分属不同关境的交易主体，通过电子商务平台达成交易、进行电子支付结算，并通过跨境电商物流及异地仓储送达商品，从而完成交易的一种国际商业活动。

一、政策背景

在一带一路的政策背景下，一带一路沿线涉及东南亚地区11国，人口总计约6.39亿，GDP总量达到2.58万亿美元，进出口总额共计约2.3万亿美元。东南亚地区在一带一路中占有举足轻重的地位，是我国与沿线国家开展贸易合作的主要区域。2016年，我国与东南亚地区贸易额为4554.4亿美元，占我国与沿线国家贸易总额的47.8%；

东盟贸易区的推动，2016年是我国与东盟建立对话关系的25周年。25年来，双方合作领域不断扩大，层次日益提升，特别是在2010年东盟自由贸易区全面建成和2015年自贸区升级谈判完成后，自贸区建设在共商、共建、共享原则的指引下，充分满足了我国与东盟各国的内在需求，极大地推动了双边的互利共赢。东盟自由贸易区自2010年1月1日全面启动，标志着由我国和东盟10国组成、接近6万亿美元国民生产总值、4.5万亿美元贸易额的区域，开始步入零关税时代。

二、市场环境

东南亚近几年经济增长稳定，根据国际货币基金组织于2015年发布的预测，东盟GDP年增长率在2016年至2021年期间预计将保持在5%的水平，与我国及印度一同成为亚洲地区经济增长的中坚力量，因此东南亚地区拥有着巨大的经济潜力，经济发展势头正旺的东南亚也因此成为中美双方都想拉拢的合作伙伴，在这样的背景下，此时发展东南亚跨境电商是绝佳时机。

Lazada、Shopee和Tokopedia等网购平台的存在，是该地区电商行业崛起的主要推动力之一。自2015年以来，这3大电商平台的总规模增长了7倍以上，远远超过了该行业的其他参与者。2019年，Lazada在新加坡、马来西亚、泰国、印尼、菲律宾和越南等6个国家都举办了“双11”活动。根据Lazada公布数据，“双11”当日有超过2000万的消费者进入其平台浏览和网购商品。Lazada马来西亚站报告称，该公司在短短不到9个内就打破了2018年创下的销售记录。根据Lazada马来西亚站数据，该站点每分钟的交易量超过3000笔。这一系列数据无一不体现了Lazada等电商平台对东南亚地区消费者网购的巨大影响力。专业人士指出，中产阶级人口将的不断壮大，是东南亚地区电商市场如此受欢迎的主要原因之一。中产阶级人口的增加，意味着人们可支配收入的增加，这意味着人们有更多的消费支出

三、电商平台

东南亚跨境电商平台主要有;

Shopee Lazada Tokopedia Bukalapak JD Central Tiki

Shopee虽然成立时间较短，但它的发展速度远远超过了其他平台。Shopee刚进入东南亚市场的时候，当地电商发展已经初具规模。再加上移动互联网的迅速发展，东南亚的人口呈现高度移动化特征，且比例持续增加。于是Shopee顺应趋势采用了移动端优先的策略。

同时，Shopee针对不同市场定制了本土化运营方案。例如，在运营方面，Shopee在各个市场推出独立APP，并把它交由本土团队独立运营；在营销方面，Shopee采取差异化策略，选择各个市场具有超高人气的本土明星代言，来调动消费热情。在2020年的9.9超级购物节中，Shopee在新加坡邀请了家喻户晓的喜剧演员葛米星代言。在2021年的新年活动中，Shopee在马来西亚邀请华裔歌手阿牛来献唱宣传主题曲。

据悉，Tokopedia还将与当地出行服务商Gojek合并组建新公司 Goto，全面整合双方业务。不可否认，两个巨头合体确实挺令人期待的，但双方能否实现业务上的协同仍具有很大的不确定性。

四、发展现状

在过去5年，东南亚一直是全球电子商务增长最快的地区之一。自2016年以来，随着全球投资者加大投资、采用更好的电子商务技术，电子商务行业的发展提速明显。印尼电商独角兽Tokopedia、Bukalapak和JD.id，此外还有腾讯投资的Shopee、阿里控股的Lazada、越南的Tiki和Sendo、泰国的Central等，如此拥挤的市场也表现了东南亚电商的强劲活力。2017年，东南亚地区商品交易总额(GMV)接近110亿美元，2018年，该数字甚至超过了230亿美元。相比，2015年，东南亚地区电商市场规模仅达55亿美元，如今已是翻了两番，年复合增长率达62%。

东南亚主要拥有六个电子商务市场国家：印尼、马来西亚、泰国、越南、菲律宾和新加坡。这六国的电商交易额占到东南亚总交易额的90%以上，其中印度尼西亚是最大的贡献国。

Lazada、Shopee和Tokopedia等网购平台的存在，是该地区电商行业崛起的主要推动力之一。自2015年以来，这3大电商平台的总规模增长了7倍以上，远远超过了该行业的其他参与者。

东南亚互联网人口增长与电商增长齐头并进，目前已达2.6亿。到2020年这一数字将攀升至4.8亿涨幅185%。届时东南亚青年人口（低于40岁）比重将达到70%（中国仅57%），青年人群将逐步接管东南亚市场。

五、存在问题

第一、海关的规定复杂

东南亚各国海关规定不一致，信息多变且不透明，让商家面临摸不着头绪的状况。

第二、包裹难以追踪

传统的东南亚物流提供商具备本地的服务水平，但很多环节都是在线下进行：透过电话、邮件沟通的方式处理物流的配送细节。

第三、缺乏统一的物流仓储管理系统

国内有许多经营个别专线的货代或物流公司，为了在每个路线上节省物流成本，商户可能会选择同时与多个物流公司合作，造成联系和分派方面有很大的复杂度。

第四、本地支付方式

东南亚市场在电子支付的基础设施上还属于起步阶段，日常习惯现金交易，并且刚开始使用电商平台的消费者而言仍旧对线上支付缺乏信心。有统计指出，在于菲律宾和越南以及其他东南亚国家的电商市场中，人们一般最常使用货到付款或银行转账，这也是为什么我们确保在我们的东南亚服务范围全境都坚持支持货到付款的原因。

六、解决措施

第一、海关的规定复杂

解决方案：建立专属东南亚海关通用的系统，透过货物识别和采用 HS Code 海关通用码，让整体的报关流程更加流畅;同时，我们也透过不定期出版《东南亚清关手册》的方式，帮助商家掌握最新的关税和限寄物品等报关规定。

第二、包裹难以追踪

解决方案：作为一个技术公司，向本地的物流伙伴提供系统性解决方案，让包裹运送的信息得以透明。

第三、地理范围辽阔且服务水平不一

解决方案：将物流的水平和费率细分至邮递区号的水平，一方面帮助商家计算更准确的运费成本，另一方面透过我们的系统自动分派给最有效率的适配物流伙伴。

第四、缺乏统一的物流仓储管理系统

解决方案：打造出一套完整的物流网络系统，无论透过API或自建的后台，帮助商家能一站式地管理所有东南亚的物流路线。

Analysis of cross-border e-commerce market in Southeast Asia

Catalogue

I、Policy background

2、Policy background

3、E-commerce platform

4、Development status

5、Existing problems

6、Solutions

Cross border e-commerce refers to an international business activity in which transaction subjects belonging to different customs territories reach transactions through e-commerce platform, conduct e-payment and settlement, and deliver goods through cross-border e-commerce logistics and remote warehousing, so as to complete the transaction.

1、Policy background

Under one belt, one road, one belt, one road, 11 countries in Southeast Asia, the total population is about 639 million, GDP total reaches 2 trillion and 580 billion US dollars, total import and export amount is about 2 trillion and 300 billion US dollars. Southeast Asia one belt, one road, occupies a pivotal position. It is the main area for China to carry out trade cooperation with the countries along the route. In 2016, the trade volume between China and Southeast Asia was 455.44 billion US dollars, accounting for 47.8% of the total trade volume between China and countries along the line;

With the promotion of ASEAN trade area, 2016 marks the 25th anniversary of the establishment of dialogue relations between China and ASEAN. Over the past 25 years, the areas and levels of cooperation between the two sides have been expanding. Especially after the full completion of the ASEAN Free Trade Area in 2010 and the completion of the negotiations on the upgrading of the free trade area in 2015, the construction of the free trade area has fully met the internal needs of China and ASEAN countries under the guidance of the principles of joint consultation, joint construction and sharing, and greatly promoted bilateral mutual benefit and win-win results. The ASEAN free trade area was fully launched on January 1, 2010, marking that the region composed of China and 10 ASEAN countries, with a GDP of nearly US $6 trillion and a trade volume of US $4.5 trillion, has begun to enter the era of zero tariff.

2、market environment

The economic growth of Southeast Asia has been stable in recent years. According to the forecast released by the International Monetary Fund in 2015, the annual GDP growth rate of ASEAN is expected to remain at 5% from 2016 to 2021. Together with China and India, ASEAN has become the backbone of economic growth in Asia. Therefore, Southeast Asia has great economic potential, Southeast Asia, with its booming economic development, has therefore become a partner that both China and the United States want to win over. Under this background, it is a great time to develop cross-border e-commerce in Southeast Asia.

The existence of online shopping platforms such as lazada, shopee and tokopedia is one of the main driving forces for the rise of e-commerce industry in the region. Since 2015, the total scale of these three e-commerce platforms has increased by more than 7 times, far exceeding other participants in the industry. In 2019, lazada held "double 11" activities in six countries, including Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam. According to lazada's data, more than 20 million consumers entered its platform to browse and buy goods online on the day of "double 11". Lazada Malaysia reported that the company broke the sales record set in 2018 in less than nine months. According to the data of lazada Malaysia station, the site has more than 3000 transactions per minute. This series of data all reflect the great influence of e-commerce platforms such as lazada on consumers' online shopping in Southeast Asia. Professionals pointed out that the growing middle-class population is one of the main reasons why the e-commerce market in Southeast Asia is so popular. The increase of the middle class population means the increase of people's disposable income, which means that people have more consumer spending

3、E-commerce platform

Cross border e-commerce platforms in Southeast Asia mainly include:;

Shopee Lazada Tokopedia Bukalapak JD Central Tiki

Although shopee was established for a short time, its development speed far exceeds that of other platforms. When shopee first entered the Southeast Asian market, the development of local e-commerce had begun to take shape. Coupled with the rapid development of mobile Internet, the population in Southeast Asia is highly mobile, and the proportion continues to increase. Therefore, shopee follows the trend and adopts the strategy of mobile terminal priority.

Meanwhile, shopee has customized localized operation schemes for different markets. For example, in terms of operation, shopee launched an independent app in various markets and handed it over to the local team to operate independently; In terms of marketing, shopee adopts differentiation strategy and selects local stars with high popularity in various markets to mobilize consumption enthusiasm. In the 2020 9.9 Super Shopping Festival, shopee invited the well-known comedian Ge Mi Xing to speak in Singapore. In the new year's activities in 2021, shopee invited a Niu, a Chinese singer, to sing the promotional theme song in Malaysia.

It is reported that tokopedia will also merge with local travel service provider gojek to form a new company goto to fully integrate the businesses of both sides. It is undeniable that the combination of the two giants is indeed very expected, but there is still great uncertainty whether the two sides can achieve business coordination.

4、Development status

In the past five years, Southeast Asia has been one of the fastest growing regions of e-commerce in the world. Since 2016, with global investors increasing investment and adopting better e-commerce technology, the development of e-commerce industry has accelerated significantly. Tokopedia, bukalapak and jd.id, e-commerce unicorns in Indonesia, shopee invested by Tencent, lazada controlled by Ali, Tiki and sendo in Vietnam, central in Thailand, etc. such a crowded market also shows the strong vitality of e-commerce in Southeast Asia. In 2017, the total commodity trading volume (Gmv) in Southeast Asia was close to US $11 billion, and in 2018, the figure even exceeded US $23 billion. Compared with 2015, the scale of e-commerce market in Southeast Asia reached only US $5.5 billion, which has quadrupled now, with a compound annual growth rate of 62%.

Southeast Asia mainly has six e-commerce market countries: Indonesia, Malaysia, Thailand, Vietnam, the Philippines and Singapore. The e-commerce transaction volume of these six countries accounts for more than 90% of the total transaction volume in Southeast Asia, of which Indonesia is the largest contributor.

The growth of Internet population and e-commerce in Southeast Asia go hand in hand, reaching 260 million at present. By 2020, this figure will climb to 480 million, an increase of 185%. By then, the proportion of young people (under 40 years old) in Southeast Asia will reach 70% (only 57% in China), and young people will gradually take over the Southeast Asian market.

5、Existing problems

First, the customs regulations are complex

Customs regulations of Southeast Asian countries are inconsistent, and the information is changeable and opaque, which makes businesses face a situation of confusion.

Second, the package is difficult to track

Traditional logistics providers in Southeast Asia have local service level, but many links are carried out offline: handling logistics distribution details through telephone and e-mail communication.

Third, the lack of a unified logistics warehouse management system

There are many freight forwarders or logistics companies operating individual special lines in China. In order to save logistics costs on each route, merchants may choose to cooperate with multiple logistics companies at the same time, resulting in great complexity in connection and distribution.

Fourth, local payment method

The Southeast Asian market is still in its infancy in terms of e-payment infrastructure. Consumers who are accustomed to cash transactions and are just beginning to use e-commerce platforms still lack confidence in online payment. Statistics show that in the E-commerce markets of the Philippines, Vietnam and other Southeast Asian countries, people usually use cash on delivery or bank transfer, which is why we ensure that cash on delivery is consistently supported throughout our Southeast Asian service range.

6、Solutions

First, the customs regulations are complex

Solution: establish an exclusive Southeast Asian customs common system to make the overall customs declaration process more smooth through cargo identification and the use of HS code customs common code; At the same time, we also help businesses master the latest customs declaration regulations such as customs duties and restricted items by publishing the Southeast Asia customs clearance manual from time to time.

Second, the package is difficult to track

Solution: as a technology company, it provides systematic solutions to local logistics partners to make the information of package transportation transparent.

Third, the geographical scope is vast and the service level is different

Solution: subdivide the level and rate of logistics to the level of zip code, on the one hand, help businesses calculate more accurate freight costs, on the other hand, automatically assign them to the most efficient adaptive logistics partners through our system.

Fourth, the lack of a unified logistics warehouse management system

Solution: create a complete logistics network system, whether through API or self built background, to help businesses manage all logistics routes in Southeast Asia one stop.