36氪研究院 | 2022年中国跨境电商行业研究报告
我国跨境电商增势迅猛，近5年交易规模CAGR达16.2%，已成为稳外贸的重要力量。一方面，我国跨境电商监管政策不断完善，跨境电商综合试验区加速扩容，行业进入规范健康发展阶段。另一方面，以大数据、云计算、人工智能、区块链等为代表的数字技术全面渗透跨境电商各个环节，成为模式创新、效率变革的重要动力，跨境电商迎来发展新机遇。中国跨境电商B2C模式迅速崛起，2013-2021年交易规模CAGR高达45.4%
根据货物流向，跨境电商可分为出口跨境电商和进口跨境电商，我国跨境电商行业以出口为主导，占比近八成，而进口增速较快，占比逐步提升。按照交易主体属性分类，跨境电商市场以B2B和B2C为主要模式，我国跨境电商B2B模式占比较高，而B2C模式发展较快。根据网经社数据，2013-2021年我国跨境电商B2C交易规模CAGR达45.4%，远高于B2B模式CAGR（17.6%）。
资本加持、需求增加，跨境电商支持服务商市场潜力巨大
2021年以来，跨境电商领域投资不断升温，全年投资案例数和投资金额分别较2020年提升133.3和192.0个百分点。其中，支持服务商是跨境电商领域最热门投资方向。另外，随着跨境电商第三方平台规则限制增多、流量红利减弱，独立站逐步兴起，跨境支付、SaaS建站、海外营销等支持服务需求随之增加，跨境电商支持服务商迎来跨越式发展。
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市场竞争加剧，跨境电商向品牌化、多元化、精细化方向发展
我国跨境电商市场参与者众多，但以中腰部企业为主。未来，在全球贸易政策不确定性增加、亚马逊封号影响延续等冲击下，竞争将进一步加剧，行业格局有望向具备核心竞争壁垒的头部集中，品牌力、渠道力和运营力将成为衡量跨境电商厂商竞争力的核心指标。精准营销实现品牌形象塑造、多元化经营分散平台风险、精细化运营助力降本增效，将成为同质化竞争加剧背景下跨境电商企业突围的关键。
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本报告的重点研究问题如下：
我国跨境电商行业经历了怎样的发展过程？我国跨境电商蓬勃发展的驱动因素有哪些？我国跨境电商市场规模如何？行业投资热度如何？我国跨境电商生态构成是怎样的？分别拥有哪些参与者？我国跨境电商未来发展势头如何，存在怎样的发展趋势？跨境电商厂商的未来竞争重心是什么？
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