阿里围剿亚马逊，抢走大批客户

新行情01-25

阿里巴巴正在向世界巨头发起挑战。出品 | 新行情作者 | 小孟马云曾说：“国际化是一种能力，全球化是一种格局。”作为最早一批布局海外业务的国内电商，2010年，阿里巴巴就推出B2C平台速卖通。后续打通淘宝后台，将海量中国商品直接呈现给全球消费者，在早期增长迅猛，迅速在全球积累了上亿用户。然而，随着新兴平台海外版抖音商城TikTok Shop、海外版拼多多Temu的迅速崛起，不仅阿里速卖通在多数市场...

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Shop、海外版拼多多Temu的迅速崛起，不仅阿里速卖通在多数市场的优势被蚕食，更对世界电商巨头亚马逊造成了威胁，国际竞争愈发激烈。重压之下，阿里向海外市场发起了新一轮的进攻。阿里出海加速狂飙从亚马逊手里抢客户去年9月，阿里旗下速卖通正式亮出“超级品牌出海计划”，这一项被业内号称是最高规格的品牌出海项目。这意味着，阿里全球化的进程，正轰然提速。其战略意图清晰而犀利：在全球市场与亚马逊正面争夺优质品牌资源，为中国品牌开辟一个兼具效率与品牌价值的新主场。如何抢呢？最高端的商战往往采用最朴素的手段——把价格打下来。速卖通为品牌商算了一笔实在的账。据速卖通方面的人士透露，他们的策略是帮助商家以亚马逊约一半的综合运营成本，实现八成以上的服务体验，最终让商品售价更具竞争力。在此策略下，平台在首页核心位置推出了“Brand+”专属频道，为数千个优质品牌打上标识，并提供流量倾斜与运营工具。同时，在美国、德国、法国等核心市场推行包邮服务，并持续增强本地化营销与海外托管服务能力。今年年初，这波策略起了成效，品牌从亚马逊跳槽迎来一次爆发。超过50家行业头部品牌齐聚深圳，集体签约加入速卖通的品牌计划。图源：速卖通签约墙上，荣耀、倍思、GameSir、ILIFE等消费电子与智能硬件领域的知名品牌赫然在列。在现场的商家透露，“前后左右都是做亚马逊的”，证明确实有不少从亚马逊转来的同行。而从去年开始，多个头部知名品牌就已率先入驻了速卖通。2025年3月，机器人公司宇树科技在此开设官方店铺，其商品还带上了“Big Save”百亿补贴的平台标识。4月，安克机器人也宣布入驻速卖通。6月，Rokid更是宣布，将其消费级AR眼镜的全球独家首发放在了这里，并加入百亿补贴品牌出海计划。宇树科技入驻速卖通图源：阿里巴巴全球速卖通不仅硬科技在此汇聚，软潮流也在这里引爆。泡泡玛特将速卖通旗舰店作为其极为核心的线上出海渠道，吸引了大量国际粉丝。2026年1月，消费电子巨头小米更是率先加入速卖通的“超级品牌出海计划”，将后者作为其品牌出海的重要阵地。数据印证了这一趋势的实效。在2025年海外双十一与黑五期间，已有超300个品牌在速卖通平台的单日销售额达到其在亚马逊的两倍以上。一些经典的“亚马逊类目王者”，甚至提前将供给速卖通的备货量提升了一倍甚至数倍。平台的拉力之外，外部环境的变化也构成一股推力。同期，亚马逊内部的一些调整带来不确定性，促使部分卖家思考分散风险、布局多元渠道的必要性。这一推一拉之间，速卖通以其更低成本、更优服务、更深品牌共建的承诺，获得了品牌的青睐。从小米的标杆合作，到超50家头部品牌的集体入驻，“超级品牌出海计划”正迅速汇聚势能。在全球电商竞争进入下半场的当下，这场围绕品牌资源的争夺，或许正预示着产业格局新变局的开始。此外，这也是阿里出海战略的一个明显转变。过去，打开市场靠的是极致的价格力，用海量平价商品满足基础需求；如今，方向盘已转向精心构建的品牌力。电商巨头加速出海，新一轮混战开始与此同时，在风起云涌的全球电商版图上，另外两股来自东方的力量也正以截然不同的姿态在海外掀起巨浪。一方是以内容为载体，借兴趣电商起家的TikTok Shop；另一方则是以价格为武器，凭供应链为盾的Temu。说起对消费习惯的革新，便不能不提TikTok Shop掀起的“兴趣电商”浪潮。其创始人张一鸣早有洞见，认为若不能在全球配置资源，则无法在更广阔的天地竞争。如今，拥有超十亿全球月活用户的TikTok，正将这庞大的注意力洪流精妙地转化为商业动能。其核心在于，通过短视频和直播构建了一个“发现即种草、种草即购买”的无缝闭环，让购物行为自然地嵌入用户的娱乐与社交之中。这种基于内容信任的高效转化，驱动着平台在全球高速扩张。在美国，TikTok Shop自2023年9月上线后势如破竹，2024年销售额飙升400%，2025年仍保持逾100%的高增长。在东南亚，其仅用四年时间便崛起为市场第二大电商平台。Sensor Tower数据显示，去年5月，TikTok移动端海外月活跃用户（MAU）更是首次破10亿。图源：Sensor Tower这充分证明，在新时代，激发消费兴趣的能力本身，已成为最宝贵的流量入口和商业护城河。与TikTok Shop用内容浸润用户心智的“柔术”形成鲜明对比的，是Temu以极致效率发动的闪电战。Temu的故事是一个关于速度与规模的奇迹，它凭借令人难以置信的低价和社交裂变玩法，像旋风一样席卷北美，又通过重金投入的洗脑式广告，将“像亿万富翁一样购物”的口号烙印在全球消费者心中。图源：Temu其下载量与活跃用户数持续登顶的业绩，直观地展现了这种攻势的成效。图源：Sensor Tower应用表现观察但低价仅仅是它的表象，更深层的引擎在于对中国供应链的深度整合与模式创新。其推出的“全托管”与“半托管”模式，本质上是在建造一条连接中国制造与全球需求的超级高速公路。工厂得以专注于生产，而平台包揽运营，这不仅大幅降低了出海门槛，更关键的是，将海外市场的实时需求数据反馈给供应链，从而倒逼生产向敏捷化、定制化升级。这意味着，Temu的长期壁垒正从单纯的价格优势，转向对整体供应链效率和响应速度的掌控。追根溯源，TikTok Shop与Temu的成功，标志着中国出海力量进入了系统化输出成熟商业模型的赋能阶段。而三家巨头的茁壮成长也意味着他们在完成各自的跑马圈地后，未来在全球市场的正面交锋已不可避免。对于速卖通而言，其面临的挑战将是多维且复杂的：它既要坚守并升级其全托管与本地化服务的核心优势，又必须在对手的规模冲击中找到自己不可替代的生态位。新一轮的竞争，才刚刚拉开序幕。铁粉推荐劣迹网红集体复活，全网炸锅张一鸣给全球员工涨工资，要抢人了辛巴一夜翻身，合伙人开播狂卖11亿，赚大发了大批抖音网红人设崩塌，被全网审判2025年翻车的大网红，都犯了什么事点关注，跟主编交个朋友 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