11月11日电商早报：泡泡玛特Q3营收降45%；欧盟取消IOSS 150欧元上限

作者：亿邦动力文章来源：亿邦动力

2026-11-11 06:55

作者：亿邦动力文章来源：亿邦动力

2026-11-11 06:55

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总：本期早报涵盖物流扩容、双11消费、平台新玩法、跨境税改与合规风险，重点可看时效服务和消费机会。

1. 物流：京东物流“京宠达”扩至全国超60城，新增石家庄、秦皇岛、开封、咸阳、许昌等，京津冀全覆盖，覆盖城市下单后次日达。

2. 消费：得物双11羽绒服、棉服和保暖套装订单周环比翻倍，帽子围巾手套走俏，“冬天的第一盒巧克力”环比涨超400%，00后订单占比超50%，客单价同比涨12%。

3. 平台：淘宝闪购超50万零售品牌商家参与，立冬周末935个品牌交易较天猫双11开启前翻倍；京东内测免费短剧“京东追剧福利社”，剧中同款可直接购买。

4. 风险与政策：欧盟同意取消IOSS 150欧元免税上限，2028年7月1日起非欧盟平台须代收代缴增值税；美西两港罢工延至11月20日；深圳查获借壳出口偷税案，追缴2.7亿元。

总：品牌可重点关注秋冬消费爆发、年轻用户、即时零售、内容导流和IP周期风险。

1. 消费趋势：得物双11保暖品类订单周环比翻倍，“冬天的第一盒巧克力”环比涨超400%，00后订单占比超50%，客单价同比上涨12%，年轻化与场景化需求明显。

2. 渠道与营销：淘宝闪购超50万零售品牌商家参与，立冬周末935个品牌交易较天猫双11开启前翻倍，鲜食熟食、母婴、家电、居家日用品同比增长超七成，即时零售可与大促叠加。

3. 内容带货：京东内测免费短剧“京东追剧福利社”，看剧领福利、领优惠，剧中同款可直接购买并由京东发货，适合品牌做内容种草与转化。

4. IP与定价：泡泡玛特Q3营收同比降45%至50%，LABUBU退潮提示爆款随机性与估值逻辑重构；亚马逊低价专区Amazon Haul以1美元、0.11美元特价做假日促销，低价心智竞争加剧。

总：卖家要抓双11与降温带来的需求，同时重视跨境税改、航运罢工和出口合规风险。

1. 需求机会：得物保暖品类订单周环比翻倍，00后占比超50%；淘宝闪购50万商家参与，鲜食熟食、母婴、家电、居家日用品同比增长超七成；eBay韩国三季度集换式卡牌营收同比增超3倍，宝可梦卡与T1战队卡突出。

2. 平台机会：京东内测免费短剧，剧中同款可直接购买并由京东发货，可尝试内容导流；亚马逊低价专区Amazon Haul推出1美元限时优惠及0.11美元特价，低价商品有促销窗口。

3. 政策与风险：欧盟同意取消IOSS 150欧元免税上限，2028年7月1日起非欧盟平台须对所有售入欧盟商品代收代缴增值税；美西两港罢工第三次延至11月20日，货主需把罢工风险纳入下旬船期预期。

4. 合规提示：深圳借壳出口偷税案追缴2.7亿元，空壳企业报关、未申报出口环节增值税等做法风险高。

总：工厂可从宠物、保暖、卡牌、低价商品等需求捕捉生产与设计机会，并借助电商和数字化服务缩短链路。

1. 产品需求：京东宠物专送“京宠达”扩至全国超60城，覆盖城市次日达，宠物消费升温带来相关用品配送需求；得物双11羽绒服、棉服、保暖套装订单周环比翻倍，帽子围巾手套走俏，工厂可关注秋冬保暖设计与配饰。

2. 兴趣消费：eBay韩国三季度集换式卡牌营收同比增超3倍，宝可梦卡与T1战队卡表现突出，卡牌等兴趣品类热度攀升；亚马逊低价专区商品超1000万款，覆盖服装、美妆、家居，低价快反产品有空间。

3. 电商启示：京东短剧“剧中同款可直接购买并由京东发货”，内容场景可反推产品设计与备货；进博会全球首发等代表性展品485项、意向成交854.5亿美元，可关注新品展示与订单机会。

4. 合规提醒：深圳借壳出口偷税案追缴2.7亿元，出口报关和税务合规需前置。

总：服务商可关注物流时效、即时零售、跨境税改、支付与合规等客户痛点及服务机会。

1. 物流服务：京东物流“京宠达”扩至全国超60城，京津冀全覆盖，覆盖城市下单后次日达，宠物专送网络加密，时效与细分品类配送是服务点。

2. 零售趋势：淘宝闪购超50万零售品牌商家参与，立冬周末935个品牌交易较天猫双11开启前翻倍，即时零售借降温与双11迎来增长小高峰；得物00后订单占比超50%，客单价同比涨12%。

3. 跨境痛点：欧盟取消IOSS 150欧元免税上限，2028年起非欧盟平台须代收代缴增值税；美西两港罢工延至11月20日，约250人处理长滩港约85%、洛杉矶港约33%货量，船期与合规服务需求上升。

4. 支付与内容：PayPal报告显示超2540万消费者跨境购港商，月跨境交易额超4.09亿美元；京东免费短剧支持看剧领福利、剧中同款购买，内容导流可成为代运营服务方向。

总：平台商可参考京东、淘宝、得物、亚马逊的最新做法，并关注跨境税改与航运风险。

1. 物流与品类运营：京东物流“京宠达”扩至全国超60城，新增多城并实现京津冀全覆盖，覆盖城市次日达，细分品类专送可提升履约体验。

2. 大促与招商：淘宝闪购超50万零售品牌商家参与，立冬周末935个品牌交易较天猫双11开启前翻倍；得物双11保暖品类订单周环比翻倍，00后订单占比超50%，年轻用户与秋冬品类是运营重点。

3. 内容与低价玩法：京东内测免费短剧“京东追剧福利社”，以免费内容导流并支持剧中同款购买；亚马逊低价专区Amazon Haul推1美元限时优惠和0.11美元特价，商品超1000万款，低价专区可持续做假日促销。

4. 风向规避：欧盟2028年7月1日起取消IOSS 150欧元免税上限，非欧盟平台须代收代缴增值税；美西两港罢工延至11月20日，平台需提示卖家船期与履约风险。

总：本期信息呈现即时零售、内容电商、IP周期、跨境税制与贸易摩擦等研究切口。

1. 产业新动向：淘宝闪购超50万商家参与，即时零售借降温与双11增长；京东内测免费短剧并以剧中同款购买导流，内容电商从广告付费转向免费内容沉淀购物用户。

2. 商业模式：泡泡玛特Q3营收同比降45%至50%，亚太降65%至70%、美洲降70%至75%，LABUBU退潮引出爆款随机性与估值逻辑重构，乐园、电影、游戏能否成第二曲线值得研究；Amazon Haul商品超1000万款，低价专区成跨境平台竞争样本。

3. 政策法规：欧盟同意取消IOSS 150欧元免税上限，并把非欧盟线上平台纳入更广征税义务，2028年7月1日实施；深圳借壳出口偷税案追缴2.7亿元，反映出口税务合规问题。

4. 贸易与消费：美西两港罢工第三次延至11月20日，约250人处理长滩港约85%、洛杉矶港约33%货量；PayPal报告超2540万消费者跨境购港商，月跨境交易额超4.09亿美元；eBay韩国卡牌销售增长超三倍，兴趣消费升温。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

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

Summary: This morning briefing covers logistics expansion, Double 11 consumption, new platform tactics, cross-border tax reform, and compliance risks. Key areas to watch are delivery-time services and consumer opportunities.

1. Logistics: JD Logistics' Jingchongda pet delivery service has expanded to more than 60 cities nationwide, adding Shijiazhuang, Qinhuangdao, Kaifeng, Xianyang, Xuchang, and others, achieving full coverage in the Beijing-Tianjin-Hebei region; orders in covered cities arrive next day.

2. Consumption: On Dewu, orders for down jackets, cotton jackets, and thermal sets doubled week over week during Double 11; hats, scarves, and gloves are selling well; the first box of chocolate for winter rose more than 400% week over week; Gen Z accounted for over 50% of orders, and average order value rose 12% year over year.

3. Platforms: More than 500,000 retail brand merchants are participating in Taobao Flash Sale; during the Lidong weekend, 935 brands doubled transactions compared with before Tmall Double 11 began; JD is testing a free short-drama service, JD Drama Benefits Club, where products featured in episodes can be purchased directly.

4. Risks and policy: The EU has agreed to abolish the €150 de minimis threshold under IOSS; from July 1, 2028, non-EU platforms must collect and remit VAT. The strike at two US West Coast ports has been extended to November 20. Shenzhen uncovered a tax-evasion case involving shell-company exports, recovering RMB 270 million.

Summary: Brands should focus on the surge in autumn-winter demand, younger users, instant retail, content-driven traffic, and IP-cycle risks.

1. Consumption trends: On Dewu, orders for thermal categories doubled week over week during Double 11; the first box of chocolate for winter rose more than 400% week over week; Gen Z accounted for over 50% of orders, and average order value rose 12% year over year, indicating clear demand for younger, scenario-based products.

2. Channels and marketing: More than 500,000 retail brand merchants are participating in Taobao Flash Sale; during the Lidong weekend, 935 brands doubled transactions compared with before Tmall Double 11 began, with fresh and prepared foods, maternal and infant products, home appliances, and household daily goods growing more than 70% year over year. Instant retail can be layered onto major promotions.

3. Content commerce: JD is testing a free short-drama service, JD Drama Benefits Club, where viewers can claim benefits and discounts, and purchase products featured in episodes directly, with JD handling delivery. This is suitable for brands seeking content seeding and conversion.

4. IP and pricing: Pop Mart's Q3 revenue fell 45% to 50% year over year; the waning of LABUBU highlights the randomness of hit products and a rethinking of valuation logic. Amazon's low-price section, Amazon Haul, is running holiday promotions with $1 and $0.11 special offers, intensifying competition around low-price perception.

Summary: Sellers should capture demand from Double 11 and colder weather while paying close attention to cross-border tax reform, shipping strikes, and export compliance risks.

1. Demand opportunities: On Dewu, orders for thermal categories doubled week over week, with Gen Z accounting for over 50%; 500,000 merchants are participating in Taobao Flash Sale, and fresh and prepared foods, maternal and infant products, home appliances, and household daily goods grew more than 70% year over year; eBay Korea's Q3 trading-card revenue more than tripled year over year, led by Pokémon cards and T1 team cards.

2. Platform opportunities: JD is testing free short dramas, with products featured in episodes directly purchasable and delivered by JD, creating a content-driven traffic opportunity; Amazon Haul has launched limited-time $1 offers and $0.11 specials, opening a promotional window for low-price goods.

3. Policy and risks: The EU has agreed to abolish the €150 de minimis threshold under IOSS; from July 1, 2028, non-EU platforms must collect and remit VAT on all goods sold into the EU. The strike at two US West Coast ports has been delayed for a third time to November 20; cargo owners should factor strike risk into late-month sailing expectations.

4. Compliance note: Shenzhen's shell-company export tax-evasion case recovered RMB 270 million; practices such as customs declaration through shell companies and failure to declare export-stage VAT carry high risk.

Summary: Factories can capture production and design opportunities from demand in pets, thermal products, trading cards, and low-price goods, while using e-commerce and digital services to shorten the chain.

1. Product demand: JD Logistics' pet delivery service, Jingchongda, has expanded to more than 60 cities nationwide, with next-day delivery in covered cities; rising pet consumption is driving demand for related product delivery. On Dewu, orders for down jackets, cotton jackets, and thermal sets doubled week over week during Double 11, and hats, scarves, and gloves are selling well; factories can focus on autumn-winter thermal design and accessories.

2. Interest-driven consumption: eBay Korea's Q3 trading-card revenue more than tripled year over year, with Pokémon cards and T1 team cards performing strongly, indicating rising heat in cards and other interest categories; Amazon Haul has more than 10 million products across apparel, beauty, and home, leaving room for low-price, fast-response products.

3. E-commerce implications: JD's short dramas allow products featured in episodes to be purchased directly and delivered by JD; content scenarios can feed back into product design and inventory planning. The China International Import Expo featured 485 representative exhibits, including global debuts, and reached US$85.45 billion in intended transactions, offering opportunities for new-product showcases and orders.

4. Compliance reminder: Shenzhen's shell-company export tax-evasion case recovered RMB 270 million; export customs declaration and tax compliance need to be addressed upfront.

Summary: Service providers can focus on client pain points and service opportunities in logistics timeliness, instant retail, cross-border tax reform, payments, and compliance.

1. Logistics services: JD Logistics' Jingchongda has expanded to more than 60 cities nationwide, with full coverage in Beijing-Tianjin-Hebei and next-day delivery in covered cities. Its pet-specific delivery network is densifying; timeliness and category-specific delivery are service entry points.

2. Retail trends: More than 500,000 retail brand merchants are participating in Taobao Flash Sale; during the Lidong weekend, 935 brands doubled transactions compared with before Tmall Double 11 began, and instant retail is seeing a growth peak driven by colder weather and Double 11; on Dewu, Gen Z accounts for over 50% of orders, and average order value rose 12% year over year.

3. Cross-border pain points: The EU is abolishing the €150 de minimis threshold under IOSS; from 2028, non-EU platforms must collect and remit VAT. The strike at two US West Coast ports has been delayed to November 20; about 250 workers handle roughly 85% of cargo at the Port of Long Beach and about 33% at the Port of Los Angeles, increasing demand for sailing-schedule and compliance services.

4. Payments and content: A PayPal report shows more than 25.4 million consumers cross-border shopping with Hong Kong merchants, with monthly cross-border transaction value exceeding US$409 million; JD's free short dramas support benefit claims and purchases of featured products, making content-driven traffic a potential direction for agency operations.

Summary: Marketplace operators can reference the latest approaches from JD, Taobao, Dewu, and Amazon, while monitoring cross-border tax reform and shipping risks.

1. Logistics and category operations: JD Logistics' Jingchongda has expanded to more than 60 cities nationwide, adding multiple cities and achieving full Beijing-Tianjin-Hebei coverage, with next-day delivery in covered cities; category-specific delivery can improve fulfillment experience.

2. Major promotions and merchant recruitment: More than 500,000 retail brand merchants are participating in Taobao Flash Sale; during the Lidong weekend, 935 brands doubled transactions compared with before Tmall Double 11 began; on Dewu, orders for thermal categories doubled week over week during Double 11, with Gen Z accounting for over 50% of orders, making younger users and autumn-winter categories operational priorities.

3. Content and low-price tactics: JD is testing a free short-drama service, JD Drama Benefits Club, using free content to drive traffic and support purchases of featured products; Amazon Haul is offering limited-time $1 offers and $0.11 specials, with more than 10 million products, and low-price sections can continue to support holiday promotions.

4. Risk watch: From July 1, 2028, the EU will abolish the €150 de minimis threshold under IOSS, and non-EU platforms must collect and remit VAT; the strike at two US West Coast ports has been delayed to November 20, and platforms should alert sellers to sailing-schedule and fulfillment risks.

Summary: This briefing offers research angles on instant retail, content commerce, IP cycles, cross-border tax regimes, and trade friction.

1. New industry dynamics: More than 500,000 merchants are participating in Taobao Flash Sale, and instant retail is growing on colder weather and Double 11; JD is testing free short dramas and using purchases of featured products to drive traffic, as content commerce shifts from paid advertising to free content that retains shopping users.

2. Business models: Pop Mart's Q3 revenue fell 45% to 50% year over year, with Asia-Pacific down 65% to 70% and the Americas down 70% to 75%. The waning of LABUBU raises questions about the randomness of hit products and the rethinking of valuation logic, and whether theme parks, films, and games can become a second growth curve is worth studying. Amazon Haul has more than 10 million products, making low-price sections a competitive benchmark for cross-border platforms.

3. Policies and regulations: The EU has agreed to abolish the €150 de minimis threshold under IOSS and bring non-EU online platforms into broader tax obligations, effective July 1, 2028; Shenzhen's shell-company export tax-evasion case recovered RMB 270 million, reflecting export tax compliance issues.

4. Trade and consumption: The strike at two US West Coast ports has been delayed for a third time to November 20; about 250 workers handle roughly 85% of cargo at the Port of Long Beach and about 33% at the Port of Los Angeles. A PayPal report shows more than 25.4 million consumers cross-border shopping with Hong Kong merchants, with monthly cross-border transaction value exceeding US$409 million; eBay Korea's card sales more than tripled, indicating rising interest-driven consumption.

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 .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

第1条消息：京东物流“京宠达”扩容至全国超60城

京东物流旗下宠物专送服务「京宠达」昨日宣布扩容至全国超60城，新增石家庄、秦皇岛、开封、咸阳、许昌等城市，京津冀地区实现全覆盖。覆盖城市均可下单后次日送达。上线5个月来，京宠达已完成多轮扩容，借双11宠物消费升温持续加密服务网络。

第2条消息：得物双11保暖品类订单环比翻倍

得物昨日披露双11数据，大降温撞上大促，秋冬换新集中爆发：羽绒服、棉服和保暖套装订单量周环比翻倍，帽子、围巾、手套等配饰全线走俏，「冬天的第一盒巧克力」环比涨超400%。这轮生意主要由年轻人驱动，00后订单占比超50%，客单价同比上涨12%。

第3条消息：淘宝闪购超50万商家参与今年双11

淘宝闪购昨日披露，今年双11有超50万零售品牌商家参与活动。立冬周末（11月7日至8日），935个零售品牌交易较天猫双11开启前翻倍，鲜食熟食、母婴、家电、居家日用品等品类同比增长超七成。即时零售借降温与双11叠加迎来增长小高峰。

第4条消息：泡泡玛特Q3营收同比降45%至50%

泡泡玛特日前披露的财报数据显示，2026年三季度营收同比下滑45%至50%，亚太区域降65%至70%，美洲区域降70%至75%。LABUBU退潮背后，爆款随机性与估值逻辑正在重构，乐园、电影、游戏能否撑起第二曲线成为市场关注焦点。

第5条消息：京东内测独立短剧产品主打电商带货

京东昨日被曝内测独立短剧产品「京东追剧福利社」，采用免费模式，支持看剧领福利、领优惠，剧中同款可直接购买并由京东发货。与抖音、快手靠广告或付费解锁变现不同，京东短剧更侧重以免费内容导流，将追剧观众沉淀为平台购物用户。

第6条消息：第九届进博会闭幕意向成交854.5亿美元

第九届进博会昨日（11月10日）在上海闭幕。为期6天的展会，参展企业达4142家，整体展览面积首破44万平方米，世界500强及行业龙头超300家，全球首发等代表性展品485项，按一年计意向成交额854.5亿美元，较上届增长2.3%，五项核心数据均创历史新高。

第7条消息：亚马逊低价专区Amazon Haul启动假日促销

亚马逊旗下低价购物专区Amazon Haul昨日启动为期6天的假日促销，推出持续至11月14日的1美元限时优惠，以及仅在11月10日、11日开放的0.11美元特价商品。上线约两年来，该专区商品数量增长超25倍，目前已超1000万款，覆盖服装、美妆、家居等品类。

第8条消息：欧盟同意取消IOSS 150欧元免税上限

欧盟理事会昨日就电商进口增值税新措施达成一致，将进口一站式服务（IOSS）扩展至所有价值商品，取消150欧元免税上限，并把非欧盟线上平台纳入更广泛征税义务，自2028年7月1日起实施。届时非欧盟平台须对所有售入欧盟商品代收代缴增值税。

第9条消息：美西两港罢工再延至11月20日

太平洋海事协会昨日宣布第三次延期，与ILWU Local 26的合同延长至11月20日继续谈判。该工会代表洛杉矶港与长滩港的海事安保及货物看守岗位，约250人却处理长滩港约85%、洛杉矶港约33%货量。双方仍未达成协议，美西线货主需将罢工风险纳入下旬船期预期。

第10条消息：PayPal报告：超2540万消费者跨境购港商

PayPal香港昨日发布Global Beat 2026报告：2025年7月至2026年6月，来自全球100个市场超2540万消费者经PayPal跨境选购香港商户商品，月跨境交易额超4.09亿美元（约32.1亿港元）。美、德、英为三大市场，香港商户中约75%至80%为内地在港设立公司。

第11条消息：深圳查获借壳出口偷税案追缴2.7亿元

国家税务总局深圳市税务局稽查局昨日联合深圳海关等查处一起借壳出口偷税案。真实货主取得铬铁等两高一资货物订单后，经不法货代串联，以10户空壳企业名义报关出口，未申报缴纳出口环节增值税等税款。稽查局追缴税款合计2.7亿元。

第12条消息：eBay韩国三季度卡牌销售增长超三倍

eBay日前对2026年三季度韩国卖家销售数据分析发现，集换式卡牌营收同比增长超3倍，增幅居所有调查类目之首，其中宝可梦卡与T1战队卡表现突出；工具设备跻身第三大增长品类。卡牌等兴趣消费在韩国电商市场的热度持续攀升。

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

泡泡玛特2026年第三季度营收表现如何？

2026年三季度营收同比下滑45%至50%，其中亚太区域降65%至70%，美洲区域降70%至75%。LABUBU退潮后，爆款随机性与估值逻辑正在重构，乐园、电影、游戏能否撑起第二曲线成为市场关注焦点。

欧盟取消IOSS 150欧元免税上限后，非欧盟电商平台需要承担什么义务？

欧盟理事会已就电商进口增值税新措施达成一致，将进口一站式服务（IOSS）扩展至所有价值商品，取消150欧元免税上限，并把非欧盟线上平台纳入更广泛征税义务，自2028年7月1日起实施。届时非欧盟平台须对所有售入欧盟商品代收代缴增值税。

京东物流京宠达是什么服务，覆盖哪些城市？

京宠达是京东物流旗下的宠物专送服务，已扩容至全国超60城，新增石家庄、秦皇岛、开封、咸阳、许昌等城市，京津冀地区实现全覆盖。覆盖城市均可下单后次日送达，上线5个月来已完成多轮扩容，并借双11宠物消费升温持续加密服务网络。

第九届进博会的参展规模和意向成交额如何？

第九届进博会于2026年11月10日在上海闭幕，为期6天，参展企业达4142家，展览面积首破44万平方米，世界500强及行业龙头超300家，全球首发等代表性展品485项。按一年计意向成交额854.5亿美元，较上届增长2.3%，五项核心数据均创历史新高。

Amazon Haul假日促销提供哪些优惠，商品规模如何？

Amazon Haul已启动为期6天的假日促销，推出持续至11月14日的1美元限时优惠，以及仅在11月10日、11日开放的0.11美元特价商品。上线约两年来，该专区商品数量增长超25倍，目前已超1000万款，覆盖服装、美妆、家居等品类。

标签:: 电商早报

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