“人工智能+”来了！跨境电商迎新风口

近年来，跨境电商成为我国外贸出口的一大亮点。据海关测算，2023年，我国跨境电商出口增长19.6%，有1.83万亿产品由我国销往世界各地。

而伴随人工智能的应用、数字化支付的快速普及，新技术的进步正不断改变跨境电商这一外贸新业态。

在3月6日举办的“2024跨境电商增长新趋势大会”上，阿里国际站总裁张阔晒出了一张“AI成绩单”。据阿里国际站透露，AI外贸产品推出仅小半年，已有1.2万家外贸企业订购使用，AI发布的商品达百万规模。

阿里国际站总裁张阔认为AI带来的全面智能化和供应链的深度整合是未来外贸行业的最大机会

人工智能+跨境电商，正深刻改变着传统外贸行业，成为这一领域最值得期待和关注的变量。

AI+外贸：出海新利器

3月5日，政府工作报告出炉，首次提及“人工智能+”一词，指出要深化大数据、人工智能等研发应用，开展“人工智能+”行动，打造具有国际竞争力的数字产业集群。

在业内看来，“人工智能+”上升为一种行动，意味着国家将加强顶层设计，加快形成以人工智能为引擎的新质生产力。更意味着我们已意识到，人工智能是一场工业革命级别的创新，它会重塑各行各业，对我国数字经济发展带来巨大推动。

外贸行业也不例外。当前，有不少主流平台已开始着力打造AI外贸应用。阿里国际站在去年发布首个AI外贸产品，包含生意助手和OKKIAI两大服务，这也是AI在外贸产业中的首次全面应用。

通过跨境电商阿里国际站成交的货物正在港口运输

在义乌做机械出口的60后“老工厂人”徐镜钱是个老外贸，此前一直专注线下，专做贴牌加工。在下决心转型线上后，不懂线上运营的他正是利用AI生意助手降低了入门门槛。在AI生意助手的帮助下选品，新品上线后一个月就拿下11万美元的订单。

“准00后”黄凯是佛山市一个家具公司的总经理，和徐镜钱一样是平台上第一批“吃AI螃蟹”的人。传统的家具外贸电商，从设计到打样、测品至少需要一个月，成本数万元。以拍摄产品图为例，约摄影师、布置场景、修图等，要花一周时间，每张图片成本200元左右。

现在，借助AI生意助手，他只需用手机拍好照片，一键抠成白底，再输入一系列关键词，1分钟之内就可以得到多元化的场景图，节省了大量人力和时间成本。

除了“制图”，AI还帮助其降低了招聘门槛。以前招聘运营人员，起码要熟练掌握外语，还要对各国市场流行趋势有洞察力，需要有3-5年相关工作经验。而现在，有了AI辅助工具之后，产品运营、外语等门槛都大为降低，新人能更快上手。

在会上，张阔的观点很明确：应用才是AI最稀缺、最有价值的部分。随着科技的发展，生成式大模型将会过剩，好的应用才是驱动产业变化的稀缺资源。

为此，阿里国际站于去年率先推出AI外贸产品。AI外贸产品推出仅小半年，已有1.2万家外贸企业订购使用，AI发布的商品达百万规模，通过AI优化这些产品在海外的搜索量提升达到了37%

B2B+半托管：出海新思路

过去几年间，中国电商瞄准机会积极融入全球市场。第三方市场分析机构data.ai最新发布的《2024移动市场报告》显示，2023年全球购物App下载量前十榜单中，中国电商占据半壁江山。有数据显示，我国跨境电商销售网络已覆盖全球220多个国家和地区。

但从全球来看，海外电商在零售端的覆盖率仍然较低。特别是在东南亚、拉美、中东以及非洲等新兴地区，电商仍是一片辽阔的蓝海。与此同时，企业还要面对国内部分赛道的存量竞争。

因而当下，探索和布局海外电商市场，成为不少企业寻找新增长点的选择。但问题的下一个关键在于，选择什么样的出海方式。

当前，B2B是出海的主力赛道。商务部研究院国际服务贸易研究所所长李俊表示，随着海外年轻一代采购商的崛起，海外企业买家行为习惯的改变，通过在线平台进行数字化采购的趋势非常明显。阿里国际站数据显示，其支持的B2B出口规模去年达到了3500亿美元，线上成交接近500亿美元。

张阔在会上提到，当下仍有一个万亿美元级别的现货批发市场。在这个市场上，大量的零售商、服务商有现货批发采购的需求，但他们对确定性的交易体验要求较高。必须通过深度整合供应链才能真正满足其需求，为中国商家带来新的万亿美元级别的增量市场。

为此，阿里国际站在今年初率先推出B2B外贸首个半托管模式。

阿里国际站深度整合供应链，推出B2B半托管

与近年来颇受跨境电商追捧的全托管模式不同，“半托管”服务下，商家可以自主经营、自主定价，但其他如物流、资金、售后等复杂繁琐的履约环节可以交给平台来做。对于有优质现货却一直为跨境物流、运营等难题发愁的商家而言更友好。

“我们的发饰品类很适合托管，有现货有库存，我们还有自己的工厂，听说国际站要做半托管，我第一时间就报名了100多个品上半托管。”义乌市银宏菁饰品有限公司总经理谢银是阿里国际站半托管业务上线后的第一批商家。

上线第一天，一位德国的新客户就在谢银的店里直接下单了一批醋酸发爪。谢银笑称，“终于知道什么叫躺着赚钱了，我们这边在睡觉，客户这边在下单。”

目前，B2B半托管首期已在美加墨英法德等欧美市场同步上线，上线后半托管商品迅速吸引了一批海外新买家。

外贸服务的夯实也为新模式打下基础。阿里国际站于去年12月底获得新加坡金融管理局原则性批准，将获得新加坡大型支付机构牌照（MajorPaymentInstitution，简称“MPI”）。

据悉，牌照正式生效后，阿里国际站可在新加坡当地提供包括开户、本地汇款、跨境汇款、货币兑换等一系列支付服务，意味着其在跨境资金交易服务方面继续走深。

在开年爆剧《繁花》中，为了做一单外贸，要在外滩27号的外贸大楼里大排长龙。而现在，外贸正变得越来越简单。从推出AI产品到现在上线半托管，在技术升级与供应链深度整合的大背景下，以阿里国际站为首的跨境电商们有望进一步降低外贸门槛，让更多企业实现极简出海。

来源：国是直通车

编辑：周薇、张凯璇

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