關(guān)秋韻

“電商新機(jī)遇，賦能雙循環(huán)”。2020年11月28日，第17屆中國—東盟博覽會框架下的2020中國—東盟絲路電子商務(wù)論壇在廣西南寧成功舉辦。在當(dāng)前疫情防控常態(tài)化的形勢下，電商新業(yè)態(tài)助力企業(yè)上中下游和全產(chǎn)業(yè)鏈恢復(fù)，展示出非凡的動力和韌勁。

隨著中國進(jìn)一步對外開放和“一帶一路”建設(shè)不斷深化，跨境電商作為國際貿(mào)易新模式正為全球貿(mào)易發(fā)展注入更強(qiáng)大的動能，在這樣一個特殊的年份邀請中國及東盟國家政要、工貿(mào)部等部門官員及電子商務(wù)領(lǐng)域的專家學(xué)者和行業(yè)精英匯聚一堂，共商如何構(gòu)建國內(nèi)國際貿(mào)易雙循環(huán)新格局，具有非常特殊的意義。

中國—東盟區(qū)域跨境電商新趨勢

2020年是中國—東盟數(shù)字經(jīng)濟(jì)合作年，也是中國—東盟自由貿(mào)易區(qū)建成10周年，中國與東盟站在東博會及云上東博會的廣闊平臺上，搭乘《區(qū)域全面經(jīng)濟(jì)伙伴關(guān)系協(xié)定》（RCEP）之風(fēng)，助推中國—東盟跨境電商平臺在運(yùn)營、物流、金融、人才等綜合服務(wù)方面強(qiáng)勢集聚，促進(jìn)形成以國內(nèi)大循環(huán)為主體，國際國內(nèi)雙循環(huán)相互促進(jìn)的新發(fā)展格局。

跨境電子商務(wù)正成為拉動中國與東盟貿(mào)易發(fā)展的新引擎。近年來，阿里巴巴、京東等中國主流電商企業(yè)通過收購、入股等方式加大對東盟電商、電子支付等企業(yè)的投資，帶動?xùn)|盟國家相關(guān)產(chǎn)業(yè)發(fā)展，推動多邊跨境電子商務(wù)創(chuàng)新。

當(dāng)前，東盟國家看好與中國發(fā)展跨境電商的商機(jī)，面對新冠肺炎疫情給經(jīng)濟(jì)帶來的巨大影響，東盟國家認(rèn)為加強(qiáng)與中國電子商務(wù)合作恰逢其時，對借由線上“數(shù)字貿(mào)易”加強(qiáng)和中國經(jīng)貿(mào)合作抱有更大期待，并希望跨境電商能幫助本國更多產(chǎn)品進(jìn)入中國市場。

據(jù)統(tǒng)計，2020年1～10月中國網(wǎng)絡(luò)零售額達(dá)到了9.13萬億元人民幣，同比增長了10.9%。中國商務(wù)部電子商務(wù)和信息化司二級巡視員朱煉在會議上表示，截至目前，中國已與包括越南、柬埔寨在內(nèi)的五大洲22個國家建立了“絲路電商”雙邊合作機(jī)制，并在這個機(jī)制框架內(nèi)開展了數(shù)十場政企對話會、企業(yè)對接會等多雙邊交流活動。眾多東南亞特色商品通過跨境電商平臺直面中國消費(fèi)者，比如泰國椰青、馬來西亞“貓山王”榴蓮、緬甸芒果等東盟國家優(yōu)質(zhì)特色產(chǎn)品順利進(jìn)入中國市場，受到了中國消費(fèi)者的青睞和歡迎。

Lazada平臺助力國貨商家走出去，東南亞品牌引進(jìn)來

東南亞地區(qū)最大在線購物網(wǎng)站平臺之一的Lazada近年來積極打造中國—東盟進(jìn)出口超級引擎，響應(yīng)“雙循環(huán)”發(fā)展，一方面幫助國貨商家“走出去”，另一方面助力東南亞品牌“引進(jìn)來”，助力區(qū)域數(shù)字經(jīng)濟(jì)合作可持續(xù)發(fā)展。2020年6月，Lazada首個跨境電商創(chuàng)新服務(wù)中心在廣西南寧正式啟用，目前中心已孵化超過400家中小跨境賣家，為6000多個商家店鋪提供了專業(yè)的直播服務(wù)。其通過跨境生態(tài)創(chuàng)新服務(wù)中心，構(gòu)建了較為完善的中國—東盟跨境電子商務(wù)產(chǎn)業(yè)鏈。

據(jù)Lazada跨境業(yè)務(wù)總經(jīng)理易騫介紹，作為東南亞本土電商，Lazada正在升級橫跨中國—東盟進(jìn)出口平臺能力。過去一年，超4000個國貨品牌走出東南亞，越來越多的東南亞品牌通過Lazada進(jìn)駐中國。在馬來西亞，通過研發(fā)“秒級通關(guān)”電子關(guān)務(wù)系統(tǒng)，僅僅半年就為中小企業(yè)節(jié)省通關(guān)時間約3000萬個小時。

Lazada在推動中國國產(chǎn)品牌走出國門的進(jìn)程中得到了豐碩成果的信心支持——其聯(lián)合天貓發(fā)布了“新國貨出海計劃”，打造從TMall到LazMall的出?？燔嚨?。國貨品牌入駐Lazada品牌商城LazMall的速度，從1個月縮短到1周。鳳凰、康佳、特步、羅馬仕、完美日記等國貨品牌先后入駐，就在剛剛過去的“雙十一”購物節(jié)，鳳凰自行車銷量在東南亞市場迎來爆發(fā)，成交額達(dá)平時的20倍;康佳電器較日均增長10倍;美妝品牌完美日記受到東南亞消費(fèi)者熱捧，成為跨境美妝品牌銷售額Top1。

而一大批東南亞本土品牌在通過Lazada的“Sell to China”計劃，登陸天貓國際進(jìn)入中國市場后，也迎來了銷售額的強(qiáng)勢增長。數(shù)據(jù)顯示，菲律賓的美容品牌Sunnies Face在天貓國際登場首3個月便崛起成為唇彩品類三大新品牌之一，2020年“雙十一”購物節(jié)期間，其銷售額同比增長近5倍;印尼護(hù)發(fā)品牌Ellips，以及首次參加天貓國際“雙十一”活動的新加坡網(wǎng)紅咸蛋黃薯片品牌Irvins，在11月11日當(dāng)天的銷售額甚至超過平時的50余倍。

隨著Lazada進(jìn)出口超級引擎的打造，相信中國—東盟將再增添數(shù)字經(jīng)濟(jì)基礎(chǔ)設(shè)施，助力中國與東盟數(shù)字經(jīng)濟(jì)合作的可持續(xù)發(fā)展，為雙方經(jīng)濟(jì)社會發(fā)展培育更多新動能。

中國—東盟電商新“絲路”將越走越好

中國與東盟之間經(jīng)過了10多年的合作與發(fā)展，雙方的貿(mào)易往來已是家常便飯，但是雙方在電子商務(wù)上的聯(lián)系，仍然處在亟待騰飛的階段。面對中國與東盟之間貿(mào)易市場的巨大潛力，跨境電子商務(wù)的發(fā)展水平不可估量，必將成為影響東盟經(jīng)濟(jì)發(fā)展的關(guān)鍵因素。

未來，中國將與東盟國家一道攜手努力，繼續(xù)開展“絲路電商”合作，不斷出臺新舉措提升雙邊經(jīng)貿(mào)合作的質(zhì)量和水平。

朱煉在談及未來中國—東盟電商合作發(fā)展時提出了四點(diǎn)有效建議：一是建立雙邊電子商務(wù)合作機(jī)制，為推動“絲路電商”合作走深走實(shí)打好堅實(shí)基礎(chǔ);二是與更多東盟國家開展電子商務(wù)發(fā)展規(guī)劃、政策法規(guī)和規(guī)則標(biāo)準(zhǔn)的交流對接，為電子商務(wù)共同繁榮發(fā)展創(chuàng)造良好環(huán)境;三是與東盟國家電子商務(wù)企業(yè)開展更多務(wù)實(shí)合作，為雙邊經(jīng)貿(mào)合作進(jìn)一步發(fā)展開辟廣闊空間;四是推動雙邊電子商務(wù)專家學(xué)者、中介機(jī)構(gòu)、大專院校開展交流合作，為中國與東盟電子商務(wù)合作發(fā)展提供智力支撐。

電子商務(wù)的興起和發(fā)展必然引起中國—東盟經(jīng)濟(jì)結(jié)構(gòu)的調(diào)整和優(yōu)化，推動雙方整體經(jīng)濟(jì)水平的發(fā)展，創(chuàng)造出更多的經(jīng)濟(jì)效益，為各國改變傳統(tǒng)的對外貿(mào)易模式和新增大量就業(yè)機(jī)會都提供良好契機(jī)。

Themed with “New Opportunities of E-commerce Energize New Development Pattern of Dual Circulation”， the 2020 China-ASEAN Silk Road E-commerce Forum under the framework of the 17th CAEXPO was successfully held in Nanning， Guangxi on November 28， 2020. Under the COVID-19 pandemic， new forms of E-commerce have helped enterprises as well as the whole industrial chain recover， which signifies the extraordinary strength and resilience of new forms of E-commerce.

As China opens wider to the outside world and unceasingly deepens the Belt and Road construction， cross-border E-commerce as a new international trade pattern is injecting more powerful momentum for global trade development. It is of significance in such a special year to invite state leaders， seniors officials， experts， scholars and elites from China and ASEAN countries in the field of E-commerce to discuss the new development pattern of dual circulation in domestic and international trade.

The new trend of cross-border E-commerce in China-ASEAN region

Since 2020 marks the China-ASEAN Year of Digital Economy Cooperation， as well as the 10th anniversary of the completion of the CAFTA， China and ASEAN will make full use of the physical+on-line CAEXPO， and RCEP， to help pool resources in terms of operation， logistics， finance and talents for cross-border E-commerce platforms， form a new development pattern of dual circulation in domestic and international trade and with the domestic circulation as the core.

Cross-border E-commerce is becoming a new engine for driving China-ASEAN trade. In recent years， Alibaba， JD.com and other Chinese mainstream E-commerce companies have increased their investment in ASEAN E-commerce， payment and other enterprises through acquisition and shareholding， so as to drive the development of relevant industries in ASEAN countries and promote innovation on multilateral cross-border E-commerce.

Facing the challenges brought by the COVID-19， it is the right time for ASEAN countries to strengthen E-commerce cooperation with China via online trade， and to help more products enter the Chinese market.

Statistics showed that the global online retail sales from January to October 2020 reached RMB 9.13 trillion yuan， with a year-on-year growth of 10.9%. Zhu Lian， Director of Department of Electronic Commerce and Information Technology of Chinas Ministry of Commerce said China has established the bilateral cooperation mechanism of “Silk Road E-commerce” with 22 countries in five continents， including Vietnam and Cambodia， and carried out multilateral dialogue between government and enterprises， and enterprise exchange activities under the framework. Many specialty products such as Thailands coconut， Malaysias Musang King durian， and Myanmars mango are directly accessible to Chinese consumers through cross-border E-commerce platforms.

Lazada helps the dual circulation of E-commerce trade

Lazada， one of the largest online shopping websites in Southeast Asia， has been actively building a super engine of China-ASEAN import and export in recent years. On the one hand， it helps domestic merchants “go out”， on the other hand， it helps Southeast Asian brands “bring in”， and contributes to the sustainable development of regional digital economic cooperation. In June 2020， Lazadas first Cross-Border E-commerce Innovation Service Center was officially launched in Nanning. So far， the center has incubated more than 400 small and medium-sized cross-border sellers and provided professional live streaming services for more than 6，000 merchant stores. Through the center， Lazada has built a relatively complete cross-border E-commerce industry chain between China and ASEAN.

Lazada， a local E-commerce company in Southeast Asia， is upgrading its capabilities for import and export， according to Yi Qian， general manager of cross-border business. Over the past few years， more than 4，000 domestic brands have entered the ASEAN market， while more and more Southeast Asian brands have entered China through Lazada. In Malaysia， the electronic customs system of “second-level clearance” has saved about 30 million hours of customs clearance time for small enterprises in just half a year.

Lazada has gained sufficient support in the process of promoting Chinese domestic brands to go abroad： It jointly launched the “New Plan for Chinese Goods to Go Abroad” with Tmall to create a fast track from TMall to LazMall. The entry speed of domestic brands into Lazada brand mall has been shortened from one month to one week. Domestic brands such as Phoenix， Konka， Xtep， Romas and Perfect Diary have settled successively. Just in the past “Double 11” festival， Phoenix bicycle enjoyed booming trade in the Southeast Asian market， and the turnover reached 20 times the usual level. The average daily trade growth rate of Konka is ten times; Perfect Diary， a beauty brand， is popular among consumers in Southeast Asia and has become the Top 1 cross-border beauty brand in sales.

A large number of domestic brands in Southeast Asia also enjoyed a strong sales growth through Lazadas “Sell to China” program. According to the data， the Philippine beauty brand Sunnies Face rose to become one of the three new lip gloss brands in the first three months after its debut on Tmall. In 2020， the sales volume of “Double 11” increased nearly five times compared with the same period of last year. Ellips， an Indonesian haircare brand， and Irvins， a Singaporean salted egg and sweet potato chip brand， which participated in the “Double 11” activity on Tmall for the first time， saw sales volume more than 50 times on November 11.

With the construction of Lazada import and export super engine， it is believed that China-ASEAN will add infrastructure to the digital economy， help the sustainable development of bilateral digital economy cooperation， and foster more new driving forces for the economic and social development of both sides.

China-ASEAN E-commerce Silk Road will be promising

After more than 10 years of cooperation and development， bilateral trade between China and ASEAN has become a common occurrence. However， the bilateral ties in E-commerce are still in the stage of an urgent need to take off. Facing the huge potential of the trade market between China and ASEAN， the development of cross-border E-commerce is immeasurable and will become a key factor affecting the economic development of ASEAN.

In the future， China will join hands with ASEAN countries to continue the Silk Road E-commerce cooperation and make continuous efforts to improve the quality and level of bilateral economic and trade cooperation.

When talking about the future development of China-ASEAN E-commerce cooperation， Zhu Lian put forward four effective suggestions： First， to establish a bilateral E-commerce cooperation mechanism to lay a solid foundation for the further development of Silk Road E-commerce cooperation; Second， more ASEAN countries should carry out exchanges of E-commerce development plans， policies， regulations， rules and standards， so as to create a favorable environment for the common prosperity and development of E-commerce. Third， efforts should be made to carry out more practical cooperation with E-commerce enterprises in ASEAN countries to open broader space for further development of bilateral economic and trade cooperation. Fourth， we will promote exchanges and cooperation between E-commerce experts and scholars， intermediary agencies and universities to provide intellectual support for China-ASEAN E-commerce cooperation.

The rise and development of E-commerce will inevitably lead to the adjustment and optimization of China-ASEAN economic structure， promote the overall economic development of both sides， create more economic benefits， and provide good opportunities for countries to change the traditional foreign trade model and create a large number of new jobs.