New starting point, new opportunities.What did Black Friday look like in your first memory?It was 2010, a person nested in a small office with half of the workstation and half of the warehouse, staring at the orders on the screen, while busy self-shipping, labeling, and packingIt's 2018, and in an e-commerce company full of slogans and balloons, I stayed up all night, and occasional tiredness and excitement coexistedIt's 2020, masks, disinfectants, UVs, etc. are all sold out, and you walk with the wind and full of hopeIt's 2022, with high freight rates, ** involution, and people around you coming in and out, do you start to wonder if cross-border is still easy to do?In 2023,The excitement of "Black Friday" seems to come mainly from the platform. The major platforms have come up with housekeeping skills, and discounts, subsidies, and war reports have come one after another. From a macro point of view, this is no longer a first-class scuffle, but each has its own direction. At the same time, it also indicates the development trend of cross-border e-commerce in 2024.
Low prices are not the only strategy
During the "Black Friday" period, TEMU can be described as a beautiful scenery, and the low-price strategy of directly displaying a "90% price reduction" banner on the homepage has caused its unique visitors (UV) to surge on Black Friday(compared to last year), almost completed$14 billion annual GMVTarget.
However, under Temu's aggressive ** offensive, Amazon's Black Friday Network still set another record, with global consumers placing orders for more than 1 billion items. Not only Amazon, but other Chinese cross-border e-commerce platforms that were once known for their "low prices".is not staring at **, but is using its own advantages to build a moat unique to the platform. 
It can be seen behind the smoke of low prices,How to retain users, overcome logistics and chain obstacles, and build brand influence are more important.
Full Custody: Sugar-coated poison
The reason why temu was able to achieve such great success in the second half of the year has a lot to do with the fact that it has been implementing the full custody model. The full custody + weekly bidding model brings temu the ultimate low price and full control of service quality, making it quickly move in volume and occupy the sinking market.
I believe that the platform that has tasted the sweetness will continue to increase its investment in "full custody" in 2024.
For sellers, it is beneficial for sellers to focus on avoiding compliance risks when entering overseas markets and reducing Xi costs. However, when merchants turn to a single "supplier" role and do not involve operational links at all, they may be farther and farther away from the real market, and their sensitivity to products and perception of consumers will also decline. At the same time,Full custody not only affected the profits of many small and medium-sized sellers, but also compressed the profits of some factories.
In the long run, full custody is a product of special competitionIt is only an "expedient measure" for both platforms and sellers, and only by opening up and operating can the industry be more dynamic.
The next stop of cross-border e-commerce: niche local
In the global cross-border market,North America is still one of the largest e-commerce markets in the world, and the major platforms are in a tight war. In 2023, Temu and SHEIN will face off in court in North America, and it is foreseeable that the 2024 battle will continue. TikTok Shop poachs people everywhere in North America, and its ambitions are obvious. And the high-speed growthThe Southeast Asian circuit has also been beaten into the Red Sea.
In the midst of the bustle, the niche Middle East, local European platforms seem to have become cross-border antidotes. 
Europe, the "old" e-commerce resort,High average customer value, consumer-friendly, and well-developed infrastructure. But unlike North America, itThere is no such thing as a "one-size-fits-all" giant e-commerceIn a "fierce battle", Europe is still lonely and proud in the wilderness.
One person and one sentence to cheer for the postgraduate entrance examination European countries have their own local comprehensive and vertical e-commerce platforms with high brand awareness, amazing market share, and a long history, and their status is unshakable. For example, Cdiscount, the largest e-commerce company in France, Worten, the leading e-commerce company in Portugal, Fyndiq, the largest e-commerce company in Sweden, Allegro the largest e-commerce company in Poland, Manomano, the leader in gardening and home furnishing in Europe, Darty, the largest home appliance platform in France, and Rue du Commerce, the leader, etc. The Middle East, with a population of nearly 500 million and a per capita GDP of more than $20,000 in the six Gulf countries, has a high-quality population structure, a majority of young people, and an Internet penetration rate of 80%. Countries such as the United Arab Emirates, Saudi Arabia, Israel and Turkey are still incremental markets. The mainstream platform has begun to lay out, and the initial path has been run throughBroad market prospects are waiting for sellers to show their skills.
2024 is coming, and what can be seen is,Consumers are more sensitive to ** and more cautious in shopping spendingAnd the enthusiasm for peak season consumption is still high. However, cross-border is destined to be a long-distance race, and low prices are not the ultimate competitiveness of e-commerceTraffic, products, and chainsIs.