告别包裹量内卷，东南亚消费分层：Lazada押注品牌阵地，与Shopee、TikTok赛道分化，博弈加剧

每日经济新闻08-21 23:54

“东南亚的消费是在分层的。”8月20日，阿里巴巴旗下东南亚电商平台Lazada跨境总经理刘威对包括《每日经济新闻》记者在内的媒体表示，现在东南亚市场已经完全不一样了。　　几年前不少中国商家出海，主打价格竞争，数据线、基础款化妆品都是典型代表。但是现在，据刘威观察，同样是数据线，消费者会优先选择快充款；化妆品也越来越看重IP联名等附加价值。　　品牌方也注意到了这一趋势。　　周大福珠宝集团电商总经理...

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intensifies","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/fa32e5fca9dba5f94d8a8ef2299cc838","symbols_score_info":{"BABW":0.6,"BABU":0.6,"SE":1.85,"BABX":0.6,"BBYY":0.6,"BABO":0.6,"KBAB":0.6,"ALBmain":0.6,"CLIX":0.6,"BABA":1.91,"FDNI":0.6,"BABC":0.6,"ONLN":0.6,"DRAG":0.6,"09988":1.91},"content_text":"“东南亚的消费是在分层的。”8月20日，阿里巴巴旗下东南亚电商平台Lazada跨境总经理刘威对包括《每日经济新闻》记者在内的媒体表示，现在东南亚市场已经完全不一样了。　　几年前不少中国商家出海，主打价格竞争，数据线、基础款化妆品都是典型代表。但是现在，据刘威观察，同样是数据线，消费者会优先选择快充款；化妆品也越来越看重IP联名等附加价值。　　品牌方也注意到了这一趋势。　　周大福珠宝集团电商总经理包建豪表示：“从客群来看，东南亚六国合计拥有6亿人口，其中接近一半为20岁—34岁、35岁—49岁的消费群体。”在他看来，当地消费观念正在转变，消费不再局限于基础生活需求，愈发重视自我取悦，追求商品带来的情感与情绪价值，这为珠宝品牌带来可观的增长机遇。　　伴随东南亚消费趋势的变化，跨境电商玩家的打法也开始生变。市场风向切换之下，Lazada、Shopee、TikTok Shop在赛道选择上走出截然不同的路径。　　东南亚市场消费分层，直面品牌出海的现实考题 　　据国泰海通证券的相关报告，中国对东盟出口由2018年的3190亿美元增至2025年的6652亿美元，年均增长11.1%，2026年上半年继续增长22.8%，已成为增长最快的区域市场之一。同期人口增长4.9%，人均消费支出增长25.6%，消费总量增长31.7%，产业链转移、区域一体化和居民消费升级共同支撑增长。　　报告统计口径为东盟十国，这也是跨境电商行业通常所说的东南亚市场。　　在此大背景下，跨境电商纷纷嗅到了相关商机，但也需直面品牌出海的现实考题。　　“商家刚进入东南亚的时候，最大的难题就是不清楚会遇到哪些问题，也不知道该怎么落地。”刘威表示。　　Lazada集团总裁千城在接受包括《每日经济新闻》记者在内的媒体采访时也认为，东南亚市场内部差异巨大，传统“货通”或简单跨境开店模式已难以满足品牌长期发展的需求，常面临品牌个性弱化、本地洞察不足、运营成本高等痛点。　　为了降低品牌试水东南亚的门槛，去年9月，Lazada推出“一键轻出海”项目，通过天猫与Lazada的系统级打通，商家只需将货物发至国内指定仓库，后续的国际物流、海外售后、广告投放等环节均由平台托管。　　8月20日，Lazada进一步对外展示了其面向中国品牌的“全域出海生态”，包括“一键轻出海”、“跨境店铺”、“本地店铺”三大模式。　　在刘威看来，Lazada提供的轻量化方案，就是让品牌可以先试水市场。当商家看到越南等市场某类商品卖得不错之后，后续有两条路径可选：既可以自己注册跨境店铺自主经营；也可以把品牌店铺托管给Lazada，由平台官方代为运营，以此降低商家的试错成本。　　与此同时，不只是帮商家完成销售，Lazada还会帮商家做品牌推广，帮品牌找到目标用户。在这一阶段跑通之后，品牌再进入第二步，把货物备到东南亚本地仓，逐层推进。　　事实上，除了Lazada外，TikTok Shop也注意到了东南亚市场的消费升级与分级趋势。　　在今年5月的2026 TikTok Shop东南亚跨境电商年度峰会上，TikTok Shop宣布平台将持续加大优质国货、新锐品牌扶持力度，优化入驻激励体系，降低新品牌冷启动难度。　　此外，TikTok Shop同步开放二奢、珠宝等高客单潜力类目，拓宽商家增长赛道。同时迭代品牌准入、物流履约、品控售后全链条体系，为中国品牌打造完整的东南亚经营生态。　　东南亚电商三足鼎立，博弈加剧 　　根据墨腾创投的相关报告，2025年，东南亚电商平台GMV同比增长22.8%，总规模达1576亿美元，接近2020年的三倍。Shopee、Lazada和TikTok Shop（含其收购的Tokopedia）合计占据了东南亚电商市场超过98.8%的份额。　　报告指出，叠加其目前已控股的Tokopedia，TikTok在东南亚的全年GMV已达到Shopee的65.7%。　　面对强大的竞争对手，押注品牌化的Lazada能否走出一条差异化突围之路？　　千城强调，Lazada要打造的是品牌化、品质化的电商阵地，面向追求品质的消费群体。她认为，以包裹量驱动的方式，可以通过规模摊薄平均履约成本，再通过压缩成本获得更大的交易体量；品牌经营则要关注消费者是谁、产品品质、履约体验、忠诚度、口碑和复购。在千城看来，东南亚消费需求进一步分层后，平台需要经营的也不只是一次成交。消费者认识品牌、理解产品，再到下一次购买，本身都是品牌生意的一部分。　　百联咨询创始人庄帅对《每日经济新闻》记者表示，对Lazada而言，和天猫打通后走品牌化路线的机会在于东南亚7亿人口中有1.5亿中产人群具备品质消费需求但电商渗透率仍处于较低水平，品牌商品GMV渗透率远低于中国。　　庄帅表示，Lazada与天猫系统打通后推出的“一键轻出海”已吸引近万家天猫品牌入驻、半年销售额破亿美元，但由于竞争激烈，这条品牌化的路线能否取得更大的发展仍有待时间检验。　　值得一提的是，虽说TikTok Shop也跟随了Lazada的动作开始扶持国货进入东南亚，但其发展路线和Lazada有着本质区别。　　Lazada当前更多承接天猫成熟品牌资源，强调品牌长期建设；TikTok Shop则依托短视频流量优势，通过内容激发消费需求，既接纳成熟品牌，也给新锐国货、潜力爆款提供快速起量的土壤。　　在庄帅看来，在东南亚，Shopee、Lazada和TikTok Shop的路线已经显著分化。　　“Shopee处于守擂位置，重点发展广告业务并持续投入物流；TikTok Shop依靠社交电商和内容带货快速扩张；而Lazada则依托阿里生态和天猫的品牌资源，坚定走品牌化品质电商路线，三者已形成三足鼎立格局。”庄帅说。　　目前阶段，基于品牌化定位，Lazada表示将继续加大在东南亚市场的技术与基础设施投入，呈现出明显的攻势。不过，Shopee2025年在市场份额上仍保持领先地位，TikTok Shop也还在持续抢占市场，三方战略分化加剧，东南亚电商正式进入“规模、效率、品牌”三重维度的竞争新阶段。（文章来源：每日经济新闻）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":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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