电商早报：京东双11百万新商家增超60%；TikTok投9.8亿美元建物流中台

作者：亿邦动力文章来源：亿邦动力

2026-09-24 06:30

作者：亿邦动力文章来源：亿邦动力

2026-09-24 06:30

邦小白快读

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总：这篇文章最值得普通读者关注的干货是京东双11的商家扶持力度、跨境物流赔付承诺、美国年末购物周期和TikTok包装类商品热销。

1. 京东11.11将推动销售额过百万新商家数量同比增长超60%，京麦AI工具已帮助80%的新商家提升运营效率，数字人JoyAvatar服务超9万商家，618期间开播时长与成交额同比增超4倍。

2. 菜鸟联合递四方推出英国线晚必赔，若包裹3个自然日未送达，平台主动100%赔付，无需卖家申请，对海淘消费者是利好。

3. 美国假日零售预计首破1万亿美元，消费者从10月中旬就开始加购。SHEIN年末大促周期为10月19日至12月27日，覆盖双11、黑五、网络星期一和双12，是集中采购的好时机。

4. TikTok美区包装品类走热，双面包装纸两个月售出2100多单，抽绳礼品袋总销量7.5万单，2合1裁切器近28天售出近4000单，消费者可留意个性化包装和懒人包装产品。

总：品牌商可重点关注高端美妆的平替冲突、服饰品牌多品牌扩张案例，以及消费节奏提前带来的营销窗口。

1. 资生堂起诉奥乐齐，指24.9元LACURA隔离霜抄袭540元CPB外观设计，反映商超自有品牌以低价平替切入美妆赛道。这提醒品牌商要重视外观设计的差异化和知识产权保护，并准备应对价格竞争。

2. 海澜之家上半年营收124.2亿元增7.38%，但归母净利润下滑5.86%。主品牌营收增12.03%，OVV、英氏、黑鲸等品牌板块增29.34%，公司还拓展南非、哈萨克斯坦市场，并以户外品牌HLA POW澜跑切入户外赛道。多品牌矩阵、海外直营扩张和户外品类延伸是值得参考的路径。

3. 美国消费者从10月中旬就开始假日加购，假日零售预计首破1万亿美元。品牌商可借鉴SHEIN将大促拉长到10月19日至12月27日，覆盖多个节点，并提前准备礼物包装相关产品。

4. TikTok美区包装产品热销，个性化包装和懒人包装是当前消费趋势，品牌商可在9至10月提前测试，为Q4旺季做连带销售准备。

总：卖家可重点把握京东双11扶持、TikTok越南物流基建、跨境物流赔付升级、美国年末大促和包装选品机会，也要警惕欧洲平台流量下滑风险。

1. 京东双11将加码扶持新商家，推动销售额过百万新商家数量同比增长超60%。新商家可利用京麦AI工具和数字人JoyAvatar降低运营成本，提升效率。

2. TikTok在越南投资9.8亿美元打造Swift Logistics物流项目，计划11月启动，目标年处理订单10亿至20亿笔。TikTok Shop越南市场份额已达43.4%，年增速83%，物流能力补强后可能带来更大流量和履约优势，可提前布局越南市场。

3. 菜鸟联合递四方推出英国线晚必赔，3个自然日未达100%赔付，无需卖家申请。此服务可降低跨境物流风险，有利于英国订单转化。

4. SHEIN年末大促周期为10月19日至12月27日，覆盖双11、黑五、网络星期一和双12，面向具备快速上新及ODM开发能力的大码服装供应商开放合作，相关卖家可争取供应机会。

5. 美国假日零售预计首破1万亿美元，TikTok美区包装产品走热，可在9至10月提前测试个性化包装和懒人包装。但法国市场Temu访问量下降36.4%、SHEIN下降42.3%、AliExpress下降10.4%，欧洲市场存在不确定性，需谨慎投入。

总：工厂可结合品牌产品研发需求、平台AI工具、大码服装ODM供应机会、包装品类趋势和东南亚物流基建需求寻找生产与转型方向。

1. 海澜之家多品牌和户外赛道布局显示趋势类目需求增长，主品牌营收增12.03%，OVV、英氏、黑鲸等品牌板块增29.34%，并以HLA POW澜跑切入户外。户外服饰、女装、宠物用品等增长强劲，工厂可关注这些品类的设计代工需求。

2. 京东数字人JoyAvatar累计服务超9万商家，618开播时长和成交额同比增超4倍，京麦AI工具已助力80%新商家提升运营效率。工厂做电商或直播时，可借助AI工具减少运营人力投入。

3. SHEIN将年末大促周期拉长到10月19日至12月27日，并面向具备快速上新及ODM开发能力的大码服装供应商开放合作。具备柔性生产能力的服装工厂可争取进入供应链，承接大码服装快速上新订单。

4. TikTok美区包装品类热销，抽绳礼品袋总销量7.5万单，双面包装纸两个月售出2100多单。包装工厂可关注个性化包装和懒人包装设计，在Q4前备货。同时TikTok在越南建仓储和智能分拣中心，说明东南亚电商物流基建需求旺盛，也为相关设备和系统工厂带来机会。

总：服务商可深耕电商AI工具、跨境物流时效保障、平台广告投流、数字贸易和区域物流基建等机会，客户核心痛点在于降本增效和履约确定性。

1. 京东发布多款AI经营工具，京麦AI工具已助力80%新商家提升运营效率、为96%新商家提供日常运营支持，数字人直播在618成交额同比增超4倍。这说明商家对AI客服、数字人、运营自动化有明确需求，服务商可提供相关解决方案。

2. TikTok在越南投资9.8亿美元建设Swift Logistics，自建核心仓储枢纽、智能分拣中心和全域调度系统，末端配送仍依托本地资源。该模式为仓储系统、调度技术和本地配送协同服务商提供了切入空间。

3. 菜鸟联合递四方推出英国线晚必赔，3自然日未达100%赔付，无需卖家申请。这体现了跨境物流对时效敏感型客户的承诺能力，物流服务商可考虑类似保障型产品。

4. 沃尔玛广告数据显示85%跨境电商卖家使用官方广告，ROAS达5:1。跨境电商广告代运营和优化服务市场空间大，服务商可围绕投放策略提供高回报方案。

5. 第五届全球数字贸易博览会以人工智能赋能数字贸易为主题，AI相关企业约占一半，并设置Token出海专区。服务商可关注AI算力、模型服务和场景应用相关的出海需求。

总：平台商可重点关注京东平台生态升级思路、沃尔玛官方广告效果、TikTok重资产物流建设，以及欧美市场流量变化对平台运营的启示。

1. 京东推出四项升级举措，包括平台价值主张、自营与POP协同、扶持投入加码、营商环境优化，并释放多款AI工具。近一年新入驻商家同比增长超30%，销售过亿商家数量双位数增长，平台通过生态协同和工具赋能吸引商家的做法值得借鉴。

2. 沃尔玛广告中国峰会披露85%跨境电商卖家使用官方广告，ROAS达5:1。官方广告已成为卖家增长标配，平台应继续优化广告产品，帮助卖家提高投入产出比。

3. TikTok在越南投资9.8亿美元建设物流中台，计划11月启动，目标年处理订单10亿至20亿笔。平台自建仓储和智能分拣，末端依赖本地资源，这种轻重结合模式值得参考，也说明东南亚电商竞争正进入物流效率战阶段。

4. 法国上半年电商销售额增6.6%，但Temu、SHEIN、AliExpress访问量在7月分别下降36.4%、42.3%、10.4%。平台商在欧洲市场需关注流量下滑风险，加强本地化内容和促销节点运营。

5. 美国假日零售预计首破1万亿美元，消费者提前到10月中旬加购。平台可借鉴SHEIN将大促周期拉长至两个月，把双11、黑五、网络星期一和双12串联运营。

总：研究者的关注点可聚焦电商平台生态调整、AI在零售中的应用、低价平替的法律边界、跨境平台海外本地化投资，以及全球消费市场格局变化。

1. 京东商家大会提出自营与POP协同、营商环境优化，并推AI工具，背后是平台流量分配机制和厂商关系的新变化。近一年新入驻商家同比增超30%，销售过亿商家双位数增长，可研究平台价值主张对商家生态的影响。

2. 资生堂起诉奥乐齐24.9元平替抄袭540元CPB外观设计，反映商超自有品牌以低价平替切入美妆赛道，高端品牌开始用法律手段回应。这涉及反不正当竞争法下外观设计认定、价格竞争与品牌权益的冲突，是值得研究的课题。

3. TikTok通过新加坡注册关联公司在越南投资9.8亿美元建物流中台，以轻资产末端配送结合自建仓储分拣体系，目标年处理订单10亿至20亿笔。这种海外本地化投资体现了跨境电商平台从流量竞争转向供应链基础设施建设。

4. 法国电商销售额上半年增6.6%，但Temu、SHEIN、AliExpress流量明显下滑，分别下降36.4%、42.3%、10.4%。可研究欧洲市场对中国平台的政策环境、用户获取成本及平台阶段性调整。

5. 美国假日零售预计首破1万亿美元，消费者购物周期拉长，SHEIN大促跨越10月19日至12月27日，研究可关注全球消费周期变化和柔性供应链对促销节奏的影响。此外第五届全球数字贸易博览会设立AI未来展区和Token出海专区，首次以具身智能为主题，反映数字贸易和AI产业化的新方向。

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我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Overall: The most valuable takeaways for general readers are JD.com's Double 11 merchant support, cross-border logistics compensation promises, the U.S. holiday shopping cycle, and the popularity of packaging products on TikTok.

1. JD.com's 11.11 campaign aims to grow the number of new merchants with sales exceeding RMB 1 million by over 60% year-on-year. Its Jingmai AI tools have already helped 80% of new merchants improve operational efficiency, the digital human JoyAvatar has served over 90,000 merchants, and during the 618 shopping festival, live-streaming hours and transaction volume increased by more than 4 times year-on-year.

2. Cainiao, together with 4PX, has launched a "late compensation" service for UK-bound parcels. If a package is not delivered within 3 calendar days, the platform will proactively issue 100% compensation without requiring sellers to file a claim — good news for cross-border shoppers.

3. U.S. holiday retail sales are expected to surpass $1 trillion for the first time, with consumers starting to add items to carts from mid-October. SHEIN's year-end promotion window runs from October 19 to December 27, covering Double 11, Black Friday, Cyber Monday, and Double 12 — a prime period for bulk purchasing.

4. Packaging products are trending on TikTok's U.S. marketplace. Double-sided wrapping paper sold over 2,100 units in two months, drawstring gift bags reached a total of 75,000 units sold, and 2-in-1 cutters moved nearly 4,000 units in the past 28 days. Consumers may want to watch for personalized and convenience-oriented packaging products.

Overall: Brands should focus on the conflict between high-end beauty products and affordable alternatives, the multi-brand expansion cases in apparel, and the marketing window created by earlier consumer spending.

1. Shiseido has sued Aldi over its 24.9-yuan LACURA primer, claiming it copies the appearance design of the 540-yuan CPB product. This reflects how supermarket private labels are entering the beauty market with low-price alternatives. It reminds brands to prioritize design differentiation and IP protection, while preparing for price competition.

2. Heilan Home reported first-half revenue of RMB 12.42 billion, up 7.38%, but net profit attributable to shareholders fell 5.86%. Main brand revenue rose 12.03%, while its OVV, YeeHoO, and Black Whale brand segments grew 29.34%. The company also expanded into South Africa and Kazakhstan and entered the outdoor segment with HLA POW. The multi-brand portfolio, direct overseas expansion, and outdoor category extension offer useful playbooks.

3. U.S. consumers begin holiday shopping as early as mid-October, and holiday retail sales are expected to top $1 trillion for the first time. Brands can learn from SHEIN's approach of extending the promotion period from October 19 to December 27, covering multiple sales nodes and preparing gift-wrapping-related products in advance.

4. Packaging products are selling fast on TikTok's U.S. marketplace, with personalized and convenience-oriented packaging as current consumption trends. Brands can test these products in September–October and prepare for cross-selling during the Q4 peak season.

Overall: Sellers can focus on JD.com's Double 11 support, TikTok's logistics infrastructure in Vietnam, upgraded cross-border logistics compensation, the U.S. year-end sales season, and packaging product opportunities — while staying alert to declining traffic on European platforms.

1. JD.com's Double 11 will increase support for new merchants, aiming to grow the number of new merchants with sales above RMB 1 million by over 60% year-on-year. New sellers can use Jingmai AI tools and the digital human JoyAvatar to lower operating costs and improve efficiency.

2. TikTok is investing $980 million in Vietnam to build the Swift Logistics project, slated to launch in November, with a target of handling 1–2 billion orders annually. TikTok Shop already holds a 43.4% market share in Vietnam, growing 83% year-on-year. Improved logistics strength could bring more traffic and fulfillment advantages, so early entry into Vietnam may be worthwhile.

3. Cainiao and 4PX have launched a "late compensation" service for UK routes. If a parcel is not delivered within 3 calendar days, the platform will provide 100% compensation automatically, without sellers having to apply. This reduces cross-border logistics risk and can help boost UK order conversion.

4. SHEIN's year-end promotion runs from October 19 to December 27, covering Double 11, Black Friday, Cyber Monday, and Double 12. The company is opening cooperation opportunities to plus-size apparel suppliers with fast restocking and ODM development capabilities. Relevant sellers should pursue these supply opportunities.

5. U.S. holiday retail sales are expected to exceed $1 trillion for the first time, and packaging products are trending on TikTok's U.S. marketplace. Sellers can test personalized and convenience-oriented packaging in September–October. However, in France, Temu's traffic fell 36.4%, SHEIN's 42.3%, and AliExpress's 10.4%, signaling uncertainty in Europe — invest cautiously there.

Overall: Factories can identify production and transformation directions by following brand product development needs, platform AI tools, plus-size apparel ODM supply opportunities, packaging category trends, and Southeast Asian logistics infrastructure demand.

1. Heilan Home's multi-brand and outdoor strategy signals growing demand in trend categories. Main brand revenue grew 12.03%, while OVV, YeeHoO, and Black Whale expanded 29.34%, and the company entered outdoor with HLA POW. Outdoor apparel, women's wear, and pet products are growing strongly — factories can watch for design-and-manufacturing outsourcing opportunities in these categories.

2. JD.com's digital human JoyAvatar has served over 90,000 merchants in total, with live-streaming duration and transaction value during 618 up more than 4 times year-on-year. Jingmai AI tools have helped 80% of new merchants improve efficiency. When factories engage in e-commerce or live-streaming, AI tools can reduce manual labor inputs.

3. SHEIN has extended its year-end promotion window to October 19–December 27 and is opening cooperation to plus-size apparel suppliers with fast restocking and ODM capabilities. Apparel factories with flexible production can aim to join the supply chain and take on fast-restock orders for plus-size clothing.

4. Packaging products are trending on TikTok's U.S. marketplace: drawstring gift bags reached 75,000 total orders and double-sided wrapping paper sold over 2,100 units in two months. Packaging factories should pay attention to personalized and convenience-oriented designs and stock up before Q4. Meanwhile, TikTok's construction of warehouses and smart sorting centers in Vietnam shows strong demand for e-commerce logistics infrastructure in Southeast Asia, creating opportunities for related equipment and system suppliers.

Overall: Service providers can deepen opportunities in e-commerce AI tools, cross-border logistics timeliness guarantees, platform ad buying, digital trade, and regional logistics infrastructure. Clients' core pain points are cost reduction, efficiency gains, and fulfillment certainty.

1. JD.com has released multiple AI-powered business tools. Jingmai AI has helped 80% of new merchants improve operations and provided daily operational support for 96% of new merchants, while digital human live-streaming transaction value during 618 increased over 4 times year-on-year. This shows clear demand for AI customer service, digital humans, and operational automation — service providers can offer relevant solutions.

2. TikTok is investing $980 million in Vietnam to build Swift Logistics, with its own core warehousing hubs, smart sorting centers, and a full-domain dispatch system, while last-mile delivery will rely on local resources. This model creates room for service providers specializing in warehousing systems, dispatch technology, and local delivery coordination.

3. Cainiao and 4PX launched a "late compensation" service for UK-bound parcels: 100% compensation if delivery exceeds 3 calendar days, no seller application needed. This reflects the promise-keeping capability of cross-border logistics for time-sensitive clients. Logistics service providers can consider similar guarantee-type products.

4. Walmart's advertising data shows that 85% of cross-border e-commerce sellers use official ads, with ROAS reaching 5:1. The market for cross-border e-commerce ad agency and optimization services is large, and service providers can offer high-return strategies around ad placement.

5. The 5th Global Digital Trade Expo focuses on AI-empowering digital trade, with AI-related companies accounting for about half of exhibitors and a dedicated Token Going Global zone. Service providers should watch overseas demand for AI computing power, model services, and application scenarios.

Overall: Platform operators should focus on JD.com's ecosystem upgrade approach, Walmart's official ad performance, TikTok's asset-heavy logistics buildout, and the implications of traffic shifts in the U.S. and European markets.

1. JD.com has announced four upgrade initiatives, including platform value proposition, synergy between first-party and POP (third-party) models, increased support investment, and improved business environment, along with several AI tools. New merchant onboarding grew over 30% year-on-year in the past 12 months, and the number of merchants with annual sales over RMB 100 million grew by double digits. The strategy of attracting merchants through ecosystem synergy and tool empowerment is worth emulating.

2. Walmart's China Advertising Summit revealed that 85% of cross-border e-commerce sellers use official ads, with ROAS of 5:1. Official advertising has become a standard growth tool for sellers. Platforms should continue optimizing ad products to help sellers improve ROI.

3. TikTok is investing $980 million in Vietnam to build a logistics hub, scheduled to launch in November, aiming to process 1–2 billion orders annually. The platform is building its own warehousing and smart sorting, while relying on local resources for last-mile delivery. This asset-light-plus-heavy model is worth referencing, and it shows Southeast Asian e-commerce competition is entering a logistics-efficiency phase.

4. In France, e-commerce sales grew 6.6% in the first half of the year, but Temu, SHEIN, and AliExpress traffic fell 36.4%, 42.3%, and 10.4% respectively in July. Platform operators in Europe need to watch traffic decline risks and strengthen localized content and promotional node operations.

5. U.S. holiday retail sales are expected to exceed $1 trillion for the first time, as consumers start adding to carts by mid-October. Platforms can learn from SHEIN's approach of stretching the promotion period to two months, connecting Double 11, Black Friday, Cyber Monday, and Double 12.

Overall: Researchers can focus on e-commerce platform ecosystem adjustments, AI applications in retail, the legal boundaries of low-price alternatives, cross-border platforms' localized overseas investments, and shifts in global consumer market patterns.

1. JD.com's merchant conference proposed cooperation between first-party and POP models, business environment optimization, and AI tools — behind this lie new changes in platform traffic-allocation mechanisms and platform-merchant relationships. New merchant onboarding grew over 30% year-on-year, and merchants with over RMB 100 million in sales grew by double digits. The impact of platform value propositions on the merchant ecosystem warrants study.

2. Shiseido's lawsuit against Aldi over a 24.9-yuan alternative product allegedly copying the appearance design of CPB's 540-yuan product reflects how supermarket private labels are entering beauty with low-price substitutes, prompting premium brands to respond through legal channels. This touches on appearance-design determination under unfair competition law, price competition, and brand rights — a worthwhile research topic.

3. TikTok, through a Singapore-registered affiliate, is investing $980 million in Vietnam to build a logistics hub, combining asset-light last-mile delivery with self-built warehousing and sorting systems, targeting 1–2 billion orders annually. This localized overseas investment shows cross-border e-commerce platforms shifting from traffic competition to supply-chain infrastructure building.

4. French e-commerce sales rose 6.6% in the first half, but Temu, SHEIN, and AliExpress traffic fell sharply — 36.4%, 42.3%, and 10.4% respectively. Research can examine the policy environment, user acquisition costs, and phase-specific adjustments of Chinese platforms in Europe.

5. U.S. holiday retail sales are expected to surpass $1 trillion for the first time, with the shopping cycle lengthening. SHEIN's promotion spans October 19 to December 27. Studies can explore changes in global consumption cycles and the role of flexible supply chains in shaping promotion rhythms. In addition, the 5th Global Digital Trade Expo features an AI Future Zone and a Token Going Global Zone, and takes embodied intelligence as its theme for the first time, reflecting new directions in digital trade and AI industrialization.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

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第1条消息：2026京东商家大会发布四大升级举措，双11将推动销售额过百万新商家数量增长超60%

在9月22日于北京举行的2026京东商家大会上，京东围绕平台价值主张、自营与POP协同、扶持投入加码、营商环境优化发布四项升级举措，并集中释放多款助力商家经营的AI工具。数据显示，近一年来京东新入驻商家数量同比增长超30%，今年上半年销售过亿商家数量同比双位数增长，女装、户外服饰、宠物用品等趋势类目增长强劲。京东集团CEO许冉表示，即将到来的京东11.11将加大投入力度，推动销售额过百万新商家数量同比增长超60%。目前京麦AI工具已助力80%的新商家提升运营效率、为96%的新商家提供日常运营支持；数字人JoyAvatar累计服务超9万商家，618期间开播时长与成交额同比增超4倍。

第2条消息：消息称豆包收缩对话团队，通用Session团队规模预计缩减约一半

据消息，豆包近期进行人员调整，通用Session团队规模预计将缩减约一半。该团队此前约有50人，一度是豆包内规模最大的团队，主要负责豆包的对话产品能力，包括策略、评测等工作。此次调整后，部分人员将转岗至豆包商业化、飞书等团队，其余人员将被裁撤。

第3条消息：拼多多雄安公司员工规模突破5000人，提前完成年度招聘计划

成立仅3个多月的拼多多雄安公司，员工数量已正式突破5000人，大幅提前完成专项招聘的年度计划，持续刷新雄安新区民营企业人才集聚速度的纪录。拼多多集团于今年5月决定在雄安新区注册设立子公司，仅用4个月时间即已完成本年度5000人招录计划。

第4条消息：海澜之家上半年营收124.2亿元增7.38%，归母净利润同比下滑5.86%

海澜之家最新披露的半年报显示，公司2026年上半年实现营收124.2亿元，同比增长7.38%，归母净利润同比下滑5.86%。分板块看，主品牌上半年营收94.05亿元、同比增长12.03%；OVV、英氏、黑鲸等品牌板块营收19.40亿元、同比增长29.34%；面向政企的团购定制板块营收7.56亿元，占比仍不高。渠道与海外布局方面，公司持续推进直营扩张，并拓展南非、哈萨克斯坦等海外市场，同时以户外品牌HLA POW澜跑切入户外赛道。

第5条消息：第五届全球数字贸易博览会在杭州开幕，超2000家企业参展、AI相关约占一半

在昨日于杭州开幕的第五届全球数字贸易博览会上，AI成为主线。本届数贸会以“人工智能赋能数字贸易”为主题，吸引全球超2000家企业参展，其中人工智能相关企业约占一半；主题展馆首次设置AI未来展区，一站式展示算力底座、模型服务、场景应用等AI全产业链环节。展会同期设立Token出海专区，举办“丝路电商日”“金砖对话”等活动，并将举办数贸创投日等重点活动50场，发布一系列全球数字贸易发展成果。本届全球数字贸易创新大赛首次以具身智能为主题，百余支队伍将在展会现场同台竞技。

第6条消息：资生堂起诉奥乐齐，24.9元平替被指抄袭540元CPB设计

日前，资生堂起诉奥乐齐，指其售价24.9元的LACURA隔离霜抄袭售价540元的CPB隔离霜外观设计，涉嫌不正当竞争。此举被业内视为高端美妆品牌对商超自有品牌“低价平替”的一次正面回应。当前国内美妆市场竞争持续加剧，商超自有品牌正以低价平替切入美妆赛道，与高端品牌形成直接对撞。

第7条消息：沃尔玛广告中国峰会披露：平台内85%跨境电商卖家使用官方广告，ROAS达5:1

沃尔玛广告中国峰会披露的数据显示，平台内已有85%的跨境电商卖家使用官方广告撬动增长，广告投入回报率（ROAS）达5:1。首届沃尔玛广告中国年度峰会在深圳举办，以“领跑新增长”为主题，吸引逾2000位跨境电商卖家及行业伙伴到场。

第8条消息：TikTok投9.8亿美元在越南建物流中台，计划11月启动运营

据当地消息，越南胡志明市财政局已向TikTok旗下新加坡注册关联公司Tokgistic Pte.Ltd.发放投资许可证，批准其斥资9.8亿美元（约合65.7亿元人民币）打造Swift Logistics物流项目，首期出资1.96亿美元，计划今年11月启动运营。叠加今年4月已完成注资的1.25亿美元项目，TikTok系2026年在胡志明市的注册投资总额达11.05亿美元。该项目自主搭建核心仓储枢纽、智能分拣中心与全域调度系统，末端配送仍依托本地物流资源，目标年处理订单10亿至20亿笔。据Metric数据，2025年TikTok Shop在越南的市场份额已达43.4%，年增速83%。

第9条消息：法国上半年电商销售额超1020亿欧元增6.6%，Temu、SHEIN流量明显下滑

Fevad最新数据显示，2026年上半年法国线上销售额超1020亿欧元，同比增长6.6%，二季度增长8.5%；6月受促销、世界杯和高温推动，商品销售增长12.2%，7月增速回落至4.8%。交易笔数增长13.5%，客单价下降4.3%至59.7欧元。同期中国平台流量明显下滑：7月Temu访问量下降36.4%，SHEIN下降42.3%，AliExpress下降10.4%。

第10条消息：菜鸟联合递四方推出英国线，3日未达将100%赔付

菜鸟联合递四方宣布，对中国发往英国的跨境包裹服务进行升级，在原有全球三日达时效承诺的基础上正式推出“晚必赔”机制——若包裹未能在3个自然日内送达，平台将主动启动100%赔付，无需卖家主动申请。

第11条消息：贝恩预计美国假日零售首破1万亿美元，SHEIN年末大促跨逾两月

贝恩公司预计，2026年11至12月美国假日零售销售额将首次突破1万亿美元；Adobe数据显示，消费者早在10月中旬便开始加购备货。在此背景下，SHEIN将年末大促周期设定为10月19日至12月27日，历时逾两个月，覆盖双11、黑五、网络星期一及双12等多个重要促销节点，并面向具备快速上新及ODM开发能力的大码服装供应商开放合作。黑五、网络星期一之后，圣诞、新年派对装及冬日出行装需求将持续接力。

第12条消息：美国“礼物包装”搜索提前升温，TikTok Shop美区包装品类热销

Google Trends显示，近30天美国“礼物包装”搜索热度维持高位，TikTok Shop美区包装产品提前走热：一款双面包装纸两个月售出2100多单，抽绳礼品袋总销量达7.5万单，2合1裁切器近28天售出近4000单。卖家可关注个性化包装与“懒人包装”方向，在9至10月提前测试，备战Q4旺季。

今天的早报就是这些，更多电商知识内容，敬请关注亿邦音频资讯。

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FAQ回顾

京东双11对商家有哪些扶持举措？

2026京东商家大会发布平台价值主张、自营与POP协同、扶持投入加码、营商环境优化四项升级举措，并推出京麦AI工具和数字人JoyAvatar。京东集团CEO许冉表示，京东11.11将推动销售额过百万新商家数量同比增长超60%。京麦AI已助力80%新商家提升运营效率，为96%新商家提供日常运营支持；数字人JoyAvatar累计服务超9万商家，618期间开播时长与成交额同比增超4倍。

TikTok在越南的物流项目是什么？

TikTok旗下新加坡注册关联公司Tokgistic Pte.Ltd.获越南胡志明市财政局批准，投资9.8亿美元打造Swift Logistics物流项目，首期出资1.96亿美元，计划2026年11月启动运营。项目自主搭建核心仓储枢纽、智能分拣中心与全域调度系统，末端配送依托本地物流资源，目标年处理订单10亿至20亿笔。

商超自有品牌“低价平替”为什么会被高端美妆品牌起诉？

资生堂起诉奥乐齐，指其售价24.9元的LACURA隔离霜抄袭售价540元的CPB隔离霜外观设计，涉嫌不正当竞争。此举被视为高端美妆品牌对商超自有品牌“低价平替”的正面回应。当前国内美妆市场竞争加剧，商超自有品牌正以低价平替切入美妆赛道，与高端品牌形成直接对撞。

跨境电商卖家在沃尔玛平台用官方广告的效果如何？

沃尔玛广告中国峰会披露，平台内已有85%的跨境电商卖家使用官方广告撬动增长，广告投入回报率（ROAS）达5:1。首届沃尔玛广告中国年度峰会以“领跑新增长”为主题在深圳举办，吸引逾2000位跨境电商卖家及行业伙伴到场。

美国假日零售市场今年有哪些值得关注的趋势？

贝恩公司预计，2026年11至12月美国假日零售销售额将首次突破1万亿美元；Adobe数据显示消费者早在10月中旬便开始加购备货。SHEIN将年末大促周期设为10月19日至12月27日，覆盖双11、黑五、网络星期一及双12，并面向具备快速上新及ODM开发能力的大码服装供应商开放合作。

标签:: 具身智能豆包京东仓储宠物用品海澜之家跨境电商资生堂国际电商 Walmart沃尔玛 Temu 拼多多电商早报服装广告 AI 化妆品跨境物流商超/超市互联网大模型智能物流运动户外包装女装物流奥乐齐男装 SHEIN 数字人

Pattern栢藤Dave Wright：产品过硬信息得当品牌才能真正从技术中受益

Pattern栢藤联合创始人兼首席执行官Dave Wright发表了题为《技术赋能生意，解锁跨境电商核心抓手》的演讲。

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2026-09-23 22:06:22