黑五不再疯狂，亚马逊内卷却已深入骨髓

雨果网2021-11-29

黑五已经落下帷幕，但是从数据上看，今年的黑五已经失去了往昔的疯狂状态。据消费数据统计机构Adobe前两天发布的数据显示，今年感恩节期间，美国消费者的在线支出为51亿美元，与去年相同，这是感恩节和黑色星期五的在线支出首次没有出现同比增长。而黑色星期五（11月26日）在线销售额为89亿美金，比2020年的90亿美金降低了1%。而Criteo的调查数据显示，与2020年相比，英国黑五整个零售电商部门...

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精彩评论

Tome
2021-11-30
Tome
赞👍
62e0748c
2021-11-30
62e0748c
[贱笑]
钱包君你要振作起来
2021-11-30
钱包君你要振作起来
太好了
方寸天地
2021-11-30
方寸天地
黑五抄底美股
方寸天地
2021-11-30
方寸天地
黑五应该抄底美股[鬼脸]

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13%，而电子产品、玩具和游戏以及视频游戏等关键类别的价格更低。\n\n再看另一组数据，今年有六成亚马逊卖家处于亏损状态，特别是中小卖家亏损更为普遍。仅有10%的企业利润率超过20%。\n此间种种不难看出，跨境电商风口最大的“躺赚”时代已经过去，虽然如今的红利窗口还在，机遇依然大于挑战，但价格内卷也已经到了非常严峻的地步了。\n02广告成本飙升，ACoS平均数已超30%\n价格上的“大乱斗”，引发的另一个副作用就是广告效应的减弱。\n有卖家坦言，在供应链阻断、运费飙升，卖家暴增的情况下，彼此之间的“厮杀”更为惨烈。大量同质化产品充斥在平台商，新卖家为分一杯羹，不断刷新广告成本的上线，广告转化率缩了一大半，这直接导致门槛低的跨境商品，其内卷程度用光怪陆离来形容都不算夸张。\n\n而这种情况在“黑五”期间更是如此。想要流量，就必须提高广告成本，于是产品利润一摊再摊，看着一路飙升的广告费，血压也是忍不住的往上飙。\n\n据MarketplacePulse的数据统计，今年美国站卖家的平均CPC已达到1.2美金。同比去年提高了50%！而且这还只是个平均数，一些热门产品的CPC的数据更堪比烧钱。\nACoS数据同样也非常恐怖，据雨果菌了解，去年美国站卖家ACoS平均数是22%，而在今年下半年，平均数就已经高达30%。\n\n众所周知，亚马逊黑五流量基本都集中在头部卖家Top 10，如果没有大卖雄厚的资本，把大量的预算都投到站内来抢坑位，销量可能不会发生多大变化，有些甚至还不如平日的出单量。\n以至于有卖家直言，今年的黑五大促，更像是大卖和老品的狂欢。去年的亚马逊新人有多热情，今年提桶走人的运营人员就有多落寞。\n\n03 海运费再度飙升，变异病毒成新隐患\n如果说，黑五爆单能让卖家们“喜大普奔”，那海运费即将大涨和变异病毒扩散的消息，不仅再次令行业震动，也让众多卖家们的心瓦凉瓦凉的。\n本就所剩无几的利润，又要被海运费强制摊平了……\n近日又有货代爆料，美国航线大面积停航，继11月份短暂下跌后，可能在12月份又将迎来涨价潮。\n\n根据货代发出的消息，美国航线出现大面积停航的情况，涉及奥克兰、洛杉矶以及长滩3个港口，共有23个航次。\n\n东南亚航线也不容乐观。东南亚几个港口同样出现了塞港情况：马来西亚巴生港(PortKlang)的拥堵率比正常高14.5%；丹绒柏乐巴斯港(TanjungPelepas)的拥堵率比平常高29.9%；雅加达的集装箱枢纽丹戎不碌港(TanjungPriok)比正常高6.7%；马尼拉的拥堵率也增长6.5%。\n据雨果菌了解，一些货代宣布紧急涨价，平均涨幅为100元/立方，不少地区的货运仓位仍非常紧缺，从种种信息来看，海运费将迎来新一波涨价潮。有卖家则因为库容和物流限制，已经断货到崩溃，直接喊出“人求爆单我不爆”的口号……\n\n此外，最新变异病毒的扩散也将影响成为跨境电商的一个新的影响因素。仅26日、27日两天内，已有不少国家针对最早报告新毒株的南非及其周边数国实施跨国航班和旅行禁令，以色列、日本甚至决定禁止所有外国人入境。各国港口的效率在抗击病毒的过程中，效率将进一步降低，这给已经拥堵不堪的海运带去新的不稳定因素，运价上涨的风险再次加大。\n随着越来越多人踏上跨境出海的大船，竞争和内卷永远不会消失，且会不断加剧，而最后能留下来的，才是真正的踏浪者。中小卖家们如不能在困境中寻求新的突破，最后大概率会在陪跑结束后，人散离场。","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":609058330,"gmtCreate":1638226936996,"gmtModify":1638226937197,"author":{"id":"3570833668911971","authorId":"3570833668911971","name":"Tome","avatar":"https://static.tigerbbs.com/d47f140f55f4badb19ca06d16064de5b","vip":1,"crmLevel":2,"crmLevelSwitch":0,"authorIdStr":"3570833668911971","idStr":"3570833668911971"},"htmlText":"赞👍","listText":"赞👍","text":"赞👍","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/609058330","repostId":1151757007,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":609064655,"gmtCreate":1638224618525,"gmtModify":1638224913397,"author":{"id":"4087773852872420","authorId":"4087773852872420","name":"62e0748c","avatar":"https://community-static.tradeup.com/news/default-avatar.jpg","vip":1,"crmLevel":1,"crmLevelSwitch":0,"authorIdStr":"4087773852872420","idStr":"4087773852872420"},"htmlText":"[贱笑]&nbsp;","listText":"[贱笑]&nbsp;","text":"[贱笑]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":3,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/609064655","repostId":1151757007,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":609084191,"gmtCreate":1638222643679,"gmtModify":1638222644065,"author":{"id":"4093128510785090","authorId":"4093128510785090","name":"钱包君你要振作起来","avatar":"https://static.tigerbbs.com/955f79aaa5980ffddeabfcb6101dac09","vip":1,"crmLevel":2,"crmLevelSwitch":0,"authorIdStr":"4093128510785090","idStr":"4093128510785090"},"htmlText":"太好了","listText":"太好了","text":"太好了","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":5,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/609084191","repostId":1151757007,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":609034943,"gmtCreate":1638211496893,"gmtModify":1638211496984,"author":{"id":"4096573400882510","authorId":"4096573400882510","name":"方寸天地","avatar":"https://static.tigerbbs.com/0d5857fd17be78dca7e107ed76e01598","vip":1,"crmLevel":1,"crmLevelSwitch":0,"authorIdStr":"4096573400882510","idStr":"4096573400882510"},"htmlText":"黑五抄底美股","listText":"黑五抄底美股","text":"黑五抄底美股","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":1,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/609034943","repostId":1151757007,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"},{"id":609034062,"gmtCreate":1638211461075,"gmtModify":1638211954099,"author":{"id":"4096573400882510","authorId":"4096573400882510","name":"方寸天地","avatar":"https://static.tigerbbs.com/0d5857fd17be78dca7e107ed76e01598","vip":1,"crmLevel":1,"crmLevelSwitch":0,"authorIdStr":"4096573400882510","idStr":"4096573400882510"},"htmlText":"黑五应该抄底美股[鬼脸]&nbsp;","listText":"黑五应该抄底美股[鬼脸]&nbsp;","text":"黑五应该抄底美股[鬼脸]","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://laohu8.com/post/609034062","repostId":1151757007,"repostType":4,"isVote":1,"likeStatus":false,"favoriteStatus":false,"reportStatus":false,"tweetType":1,"langContent":"CN"}],"isCommentEnd":false,"newsSizeData":{"likeSize":78,"commentSize":5,"repostSize":0,"favoriteSize":1,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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