“黑五”电商狂欢，快递出海共舞

21世纪经济报道2025-12-09

在菜鸟香港eHub智慧航空货运中心内，整齐排列的包裹中装满了节日用品、3C数码产品和各类潮玩，正等待超级机械臂完成最后的打包工序，依次飞往全球。　　“黑色星期五”及后续“网络星期一”的购物狂潮席卷全球，跨境物流与出海快递品牌与之共舞。　　据AdobeforBusiness预测，2025年“黑五”网络销售额预计同比增长8.3%，达到117亿美元。　　“今年大促单量是去年的三倍多，但物流时效依然稳定，...

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href=http://finance.eastmoney.com/a/202512093586580123.html><strong>21世纪经济报道</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>在菜鸟香港eHub智慧航空货运中心内，整齐排列的包裹中装满了节日用品、3C数码产品和各类潮玩，正等待超级机械臂完成最后的打包工序，依次飞往全球。　　“黑色星期五”及后续“网络星期一”的购物狂潮席卷全球，跨境物流与出海快递品牌与之共舞。　　据AdobeforBusiness预测，2025年“黑五”网络销售额预计同比增长8.3%，达到117亿美元。　　“今年大促单量是去年的三倍多，但物流时效依然稳定，...</p>\n\n<a 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together","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"ALBmain":0.6,"02618":1.88,"HBBD.SI":0.6,"BABA":1.91,"09988":1.91},"content_text":"在菜鸟香港eHub智慧航空货运中心内，整齐排列的包裹中装满了节日用品、3C数码产品和各类潮玩，正等待超级机械臂完成最后的打包工序，依次飞往全球。　　“黑色星期五”及后续“网络星期一”的购物狂潮席卷全球，跨境物流与出海快递品牌与之共舞。　　据AdobeforBusiness预测，2025年“黑五”网络销售额预计同比增长8.3%，达到117亿美元。　　“今年大促单量是去年的三倍多，但物流时效依然稳定，即使出现问题也能第一时间解决。”一位活跃于欧美市场的跨境电商卖家表示，物流的可靠表现进一步提升了消费者对品牌的信任度。　　DHL发布的“黑五”趋势报告提到，消费者的购物冲动并不局限于“黑五”，53%的受访者表示只要收到零售商推送的优惠或折扣码就会增加购物。同时，消费者也并不局限在本国市场进行采购，62%愿意跨境寻找超值商品。　　该报告还提到，物流服务往往成为促成交易的关键——82%的“黑五”消费者明确表示，如果结账时无法选择其偏好的配送方式，将会删除购物车。“黑五”消费者普遍期待免运费服务，并且他们正根据物流与退货政策，更加审慎地选择商家。　　菜鸟数据显示，在“黑五”大促期间，不同区域市场呈现出鲜明的品类偏好。其中，东南亚消费者更加热衷于购买盲盒潮玩、3C电子配件及箱包产品；非洲市场则更青睐国产的游戏硬件设备与家居用品；而欧洲在圣诞季带动下，智能家居用品、节日装饰及日用消费品成为主力热销品类。　　事实上，为了优化消费体验提升复购，不少跨境电商会通过将核心爆品前置至海外仓的方式，借助本地化履约优势提高竞争力。这也为海外仓的提前起量提供了注脚。菜鸟全球供应链数据显示，10月期间，菜鸟亚太海外仓备货总量已突破500万件，带动亚太多国业务实现强劲增长。其中，越南入仓量环比上涨40%，澳大利亚增长达57%，马来西亚某潮玩品牌仓储规模实现翻番。　　对出海物流企业而言，“黑五”“网一”除了跨境物流、海外仓需求持续火爆、持续周期拉长的行业常态外，另一显著趋势是业务布局呈现“多点开花”。　　11月26日，菜鸟多地海外仓即迎来首波订单洪峰，美国、德国、法国、西班牙等地海外仓单日发货量峰值较日均实现三位数增长。　　亮眼成绩的背后，是菜鸟提前数月的周密筹备与技术实力的硬核支撑。为应对旺季压力，菜鸟不仅对海外仓进行扩仓扩容并开展多轮压力测试，还针对不同电商平台特性定制专属物流解决方案，通过与全球头部电商平台的系统直连，实现订单信息实时同步，确保发货效率。在菜鸟洛杉矶仓的自动存储分拣区、马德里仓的出库区，商品最快可在3天内送达消费者手中。　　依托“全球五日达”“G2G核心区域三日达”“海外仓隔日达”等物流服务，菜鸟核心市场持续领跑。欧洲市场中，“黑五”“网一”期间，11条快线发货单量全线攀升，英国在大促期间仍稳定保持5个自然日送达的时效优势，荷兰与瑞典则以爆发式增长的单量在快线中脱颖而出。　　京东物流在全球各区域表现十分亮眼。北美地区单量同比提升60%，欧洲海外仓单量增长85%，亚太地区海外仓单量同比增幅高达150%，中东地区自营快递品牌JoyExpress及海外仓单量更实现数倍高速增长。　　此外，京东也展现出极强的供应链保障能力。即便在订单峰值期，京东物流海外仓“黑五”首日出库及时率仍保持超99.9%。京东物流针对不同地区搭建起了差异化保障体系，比如以荷兰芬瑞仓为代表的自动化仓库已经实现出库及时率达100%，本地服务的多个品牌单量再创新高。　　与菜鸟、京东在成熟市场的深耕形成呼应，极兔速递将增长重心放在新兴市场。作为极兔在拉美的战略重镇，巴西市场成为增长的核心引擎，亦反映了新兴市场消费活力的持续释放。　　数据显示，极兔巴西在11月迎来订单规模双重突破：非平台类客户订单量较10月环比激增近40%，平台类客户订单量环比提升约25%；与今年第三季度日均水平相比，平台类订单增幅高达80%。双重增长驱动下，极兔巴西在“黑五”旺季期间成功刷新单日揽收量历史纪录，其物流网络的峰值承载能力与高效运营效率得到充分验证。　　当前极兔巴西市场的业务体量已较去年同期实现超200%的跨越式增长，展现出强劲的发展韧性。与此同时，墨西哥、埃及等其他新兴市场也同步承接“黑五”消费外溢需求，保持着20%左右的稳定同比增长。　　“黑五”旺季的物流角逐，既是全球消费活力的直观写照，也是出海物流企业核心竞争力的实战检验，这不仅是出海企业履约能力的一次“大考”，更折射出跨境物流行业的变革与商家和消费者同频共舞。（文章来源：21世纪经济报道）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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