解码东莞电子产业带：靠跨境商采实现“加速度”

DoNews02-02

作者｜衡之编辑｜刘景丰“全球每6部手机，就有1部产自东莞。”这是东莞电子信息产业带在全球的缩影。东莞毗邻深圳与香港，其“前店后厂”的模式，造就了实打实的“万亿级产业”—— 从芯片、零部件到整机制造，东莞早已构建起完整闭环的电子产业链。在电子信息产品出海“越来越卷”，行业竞争越发激烈的背景下，东莞企业早已不再局限于传统外贸模式，而是快速搭建了跨境电商团队，抓住出海赛道中“弯道超车”的机会。跨境电商的...

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从芯片、零部件到整机制造，东莞早已构建起完整闭环的电子产业链。在电子信息产品出海“越来越卷”，行业竞争越发激烈的背景下，东莞企业早已不再局限于传统外贸模式，而是快速搭建了跨境电商团队，抓住出海赛道中“弯道超车”的机会。跨境电商的...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260202102606a6c83c75&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU2430703251.USD","symbol_name":"WELLINGTON MULTI-ASSET HIGH INCOME \"AM4\" (USD) INC","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260202102606a6c83c75&s=b","article_id":"2608835019","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260202102606a6c83c75&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, 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PC的东莞企业BOSGAME，依靠AI电子产品出海热，在亚马逊上年销售额达到3亿元。事实上，如今不少东莞企业已经率先试水，借亚马逊等跨境电商对接全球消费者。尤其面向全球B端客户的海外商采市场，东莞电子信息产业带企业所生产的电子信息产品，更是依托跨境电商拉近了企业与海外终端买家距离，迎来了潜力大爆发。东莞供应链的响应速度与制造品质，叠加跨境电商的数字化能力，为东莞产业带的数字化转型提供了窗口期。对东莞企业而言，借跨境电商实现转型并深耕B端商采早已不是“可选项”，而是必须答好的“必答题”。一位深耕硅谷的数码测评博主，在亚马逊下单中国品牌BOSGAME的AI PC后，于海外社交平台发布开箱视频。视频中，他细致拆解了产品的硬件配置、算力表现及应用场景，内容一经上线便迅速吸引大批科技爱好者关注，为这款出海的中国AI PC注入了初始流量红利。随着产品关注度持续攀升，它进一步吸引了一批有离线算力需求、且重视企业数据保密的B端客户——这正是东莞企业BOSGAME为AI PC量身打造的“C端引流、B端盈利”双线打法，精准打通了品牌出海的增长路径：在C端，依托博主专业测评与发烧友自发分享，形成双重口碑，持续为品牌造势引流；在B端，则以中小企业采购为核心盈利支柱，让品牌在竞争激烈的全球市场中成功突围。作为高客单价出海品牌的典型代表，BOSGAME的B端业务正步入高速增长期。BOSGAME总经理张明告诉霞光社，其B端业务占比从2022年的5%，如今大幅提升至20%。其中，亚马逊渠道表现尤为亮眼，销售额占比超九成；欧洲中低端B端市场更是核心增量区，占比接近30%，客户群体广泛覆盖海外政企、医疗等多个领域。BOSGAME的成功并非个例。在传统外贸增长遇阻的当下，有许多东莞电子信息产业带企业，都意识到了全球B端商采市场的巨大潜力。消费电子领域的C端市场早已是一片红海：品牌认知壁垒高、营销成本居高不下，企业还极易陷入同质化价格战。而B端商采，正是东莞电子企业破局的核心。一方面，跨境电商平台重构了B端商采链路，为东莞产业带企业打通了直达海外客户的快车道——直接对接海外中小企业与政企客户，省去层层中间商环节，让东莞电子企业在全球商采市场竞争中掌握了更多话语权。另一方面，从产业根基来看，东莞完备的电子产业带优势，与全球B端商采的定制化需求十分契合—— 东莞拥有从核心零部件研发、生产制造到组装交付的全链条能力，能够快速响应B端客户的个性化需求。因此，一批底蕴深厚的东莞企业正加速布局跨境电商出海赛道，而突破海外商采这片细分蓝海，也成为东莞产业带企业的突围“必答题”。对众多东莞产业带企业而言，出海征程中B端商采与C端零售的“双轮驱动”，已然成为撬动海外市场的重要增长点。以东莞一家主营键盘、鼠标等办公电子产品的工贸一体企业——深圳德赢为例。这家深耕电脑外设领域多年的厂商，原本聚焦C端零售业务，却意外发现：来自亚马逊企业购（B端）的订单价值占比，竟悄然攀升至三分之一，因此为企业开辟出一片全新的增长蓝海。“一开始我们对企业购不熟悉。”深圳德赢总经理袁小东向霞光社透露，“直到产品上线后，亚马逊客户经理主动联系我们，告知我们的产品在企业购渠道的占比已经达到37%，这才让我们真正重视起这条赛道。”自此，深圳德赢开始加大对亚马逊企业购渠道的投入力度。如今，依托亚马逊企业购的平台优势，深圳德赢的B端订单份额稳定在35%左右。这一布局不仅显著提升了企业客户的复购率，更将成交周期从传统外贸的3-6个月，直接缩短一半，交易转化效率实现质的飞跃。但事实上，无论是直面C端消费者，还是对接B端采购商，东莞电子信息厂商出海的制胜关键，始终在于“精准捕捉买家的真实需求”。“针对企业采购的专属场景，我们对产品策略进行了针对性优化。”袁小东表示，企业客户的核心诉求聚焦于“功能性、稳定性与操作便捷性”，而非花哨的复杂配置或过度个性化的设计。为此，深圳德赢推出定制款产品：简化设备连接方式、强化使用稳定性，同时剔除冗余功能，精准直击企业采购的核心痛点。结合企业多件采购的订单特点，团队还推出5件装、8件装、10件装等大规格包装，完美适配批量采购需求。与此同时，他们在产品视觉呈现上与C端产品做出明确区分，以清晰的产品线定位，吸引更多海外企业采购客户。而在C端市场的突围中，用户反馈也成为产品优化的核心依据。企业深度研读海量用户评论，对各类差评和消费痛点进行系统分类总结，还组建专项调研团队，对类目TOP100产品展开分析，找到市场突破口——相较于头部品牌每年仅推出三五款新品的频率，深圳德赢将新品研发目标提升至“每年至少二三十款”，以高频迭代抢占市场先机。凭借一款高端手托款键盘，深圳德赢仅用两三个月，便将这款爆款产品推至类目第七名，成功打开海外市场局面。如今，随着企业在跨境电商C端消费市场和B端采购的运营经验不断成熟，东莞电子产业在全球迎来新的爆发。东莞市电子商务联合会常务副秘书长蒋庆贵表示，2025年1-10月，东莞外贸进出口总额12982.4亿元，同比增长14.7%，外贸规模居全国第五、全省第二。“尤其B端市场潜力，契合本地制造特点。”蒋庆贵说。这也是东莞企业跨境出海的新密码。从昔日的制造工厂，到如今批量成长为国际化品牌企业，东莞产业带的企业正完成一场转型。“亚马逊，是品牌叩开全球化大门的理想跳板。”台德Ikarao CEO葛尧说。“我们现在已经成功进驻山姆、Costco等多家国际大型商超。而这些合作的契机，大多源于这些商超通过亚马逊关注到我们的品牌与产品，进而直接采购爆款单品。”他补充道，“可以说，亚马逊搭建的优质曝光矩阵，为品牌全球化建设注入了关键动能。”这家扎根东莞的企业，不仅在亚马逊“200—600美元价位便携式卡拉OK音箱”的细分市场占有率稳居榜首，更凭借在亚马逊跨境电商积累的亮眼热销数据，构筑起入驻海外大型线下商超的“信用背书”，顺利实现品牌出海、布局海外线下市场。海外B端客户对产品稳定性、功能性、批量交付能力的要求，正在倒逼东莞企业跳出“低成本竞争”思维，通过定制化产品设计、推出批量包装、完善售后体系等，不仅满足了B端商采需求，更推动自身形成标准化、高端化的全球品牌服务能力。而这些能力，正是国际化品牌的核心支撑，推动东莞企业完成从“卖产品”到“做品牌”的关键转型。亚马逊企业购的800万+全球企业买家资源，让东莞企业快速触达全球终端企业客户，实现品牌曝光的规模化扩张，快速建立国际市场认知。“FBA次日达服务提升客户体验、亚马逊的信任背书缩短高客单价产品的决策链路、友好的退换货政策降低购买顾虑，这些都为东莞企业的高端化产品出海提供了坚实的信任支撑。”BOSGAME总经理张明说，“对于亚马逊企业购，我们的建议是积极使用平台提供的各类工具。只要主动尝试，平台通常会给予相应扶持。企业可以借助这些资源，结合自身产品特点，逐步摸索出适合自己的增长路径。”依托东莞电子信息产业带深厚的供应链基础，以及3C、智能硬件等优势品类的积淀，当地企业同步拓展B端批发与C端零售市场。而东莞电子信息产业带产业优势的释放，则离不开亚马逊的精准赋能。2023年，亚马逊全球开店在中国推出“产业带启航十条”扶持计划，聚焦各产业带中有意向转型跨境电商、打造全球品牌的企业，提供从转型初期的基础搭建到品牌后期的价值提升全流程支持。该计划从商机拓展、品牌打造、本地化服务、人才培育、品牌标杆塑造五大核心维度发力，持续推动“跨境电商 + 产业带”深度融合，为产业带企业出海铺路搭桥。亚马逊全球副总裁、亚马逊全球开店亚太区执行总裁戴竫斐（Cindy Tai）曾表示：“跨境电商不仅能帮助产业带企业拓宽销售渠道，搭建多元化的B端与C端业务模式，更能让企业直连终端消费者，精准捕捉市场需求变化，推动企业数字化转型升级，最终助力其打造真正扎根全球市场的国际化品牌。”这正是中国制造企业实现新跃升的绝佳契机。","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 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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