中国在全球推动零售业的发展：高管需要了解的内容.pdfVIP

China’sGlobalPushinRetail:

WhatExecutivesNeedtoKnow

Chinesee-commerceplayersareoutgrowingtheir

domesticmarket—asSinlesDa2025issettoshow.

China’sGlobalPushinRetail:WhatExecutivesNeedtoKnowChina’sGlobalPushinRetail:WhatExecutivesNeedtoKnow

AtaGlance

`InBain’sthirdRetailHolidayNewsletterof2025,wepreviewtheworld’sbiggestshopping

festival,SinglesDay,whichisbecomingmoreinternationalamidChina’seconomicslowdown.

`Itscross-borderexpansionispartofaglobalpushthathasseenChineseretailersbuildstrong

positionsinSoutheastAsiaandafootholdintheUS,aidedbydisruptivecapabilities.

`However,China’se-commercegiantsmustnowcontendwithtighteningglobalregulation,

formidableincumbents,anddeep-lyingdifferencesinhowsomenationsshop.

SinglesDayhasadecidedlyinternationalflavorthisyearatTaobao.TheAlibaba-ownede-commerce

platformisrunningsimultaneousSinglesDaypromotionsin20countries—anoteworthyexpansion

ofitspreviouscross-bordersellingeffortsduringtheChineseshoppingfestival.

Taobao’smoveisjustonesignoftheincreasingglobalizationofChinesee-commerce—atrendthat

reacheswellbeyondpromotionalsetpiecessuchasSinglesDay,whichreachesapeakonNovember11,

andtherival618event,heldeachJune.

ConsiderSoutheastAsia.InIndonesia,Thailand,andthePhilippines,Chinese-ownedplayers—ledby

Alibaba’sLazadaandByteDance’sTikTokShop—accountforasmuchashalfofbusiness-to-consumer

e-commerce(seeFigure1).Thisstrongpositionhasbeenbuiltupthroughacombinationoforganic

expansionandacquisition,underpinnedbylowpricesthatmeettheneedsofmanydeveloping

marketconsumers.

ProgresshasbeenmadebyChineseretailersinotherregions,too.InLatinAmerica,theMiddleEast,

andsomepartsofEurope,thelikesofAliExpress(Alibaba’s