加强跨境电商合作，中国—东盟走好“双循环”的网路

关秋韵

“电商新机遇，赋能双循环”。2020年11月28日，第17届中国—东盟博览会框架下的2020中国—东盟丝路电子商务论坛在广西南宁成功举办。在当前疫情防控常态化的形势下，电商新业态助力企业上中下游和全产业链恢复，展示出非凡的动力和韧劲。

随着中国进一步对外开放和“一带一路”建设不断深化，跨境电商作为国际贸易新模式正为全球贸易发展注入更强大的动能，在这样一个特殊的年份邀请中国及东盟国家政要、工贸部等部门官员及电子商务领域的专家学者和行业精英汇聚一堂，共商如何构建国内国际贸易双循环新格局，具有非常特殊的意义。

中国—东盟区域跨境电商新趋势

2020年是中国—东盟数字经济合作年，也是中国—东盟自由贸易区建成10周年，中国与东盟站在东博会及云上东博会的广阔平台上，搭乘《区域全面经济伙伴关系协定》（RCEP）之风，助推中国—东盟跨境电商平台在运营、物流、金融、人才等综合服务方面强势集聚，促进形成以国内大循环为主体，国际国内双循环相互促进的新发展格局。

跨境电子商务正成为拉动中国与东盟贸易发展的新引擎。近年来，阿里巴巴、京东等中国主流电商企业通过收购、入股等方式加大对东盟电商、电子支付等企业的投资，带动东盟国家相关产业发展，推动多边跨境电子商务创新。

当前，东盟国家看好与中国发展跨境电商的商机，面对新冠肺炎疫情给经济带来的巨大影响，东盟国家认为加强与中国电子商务合作恰逢其时，对借由线上“数字贸易”加强和中国经贸合作抱有更大期待，并希望跨境电商能帮助本国更多产品进入中国市场。

据统计，2020年1～10月中国网络零售额达到了9.13万亿元人民币，同比增长了10.9%。中国商务部电子商务和信息化司二级巡视员朱炼在会议上表示，截至目前，中国已与包括越南、柬埔寨在内的五大洲22个国家建立了“丝路电商”双边合作机制，并在这个机制框架内开展了数十场政企对话会、企业对接会等多双边交流活动。众多东南亚特色商品通过跨境电商平台直面中国消费者，比如泰国椰青、马来西亚“猫山王”榴莲、缅甸芒果等东盟国家优质特色产品顺利进入中国市场，受到了中国消费者的青睐和欢迎。

Lazada平台助力国货商家走出去，东南亚品牌引进来

东南亚地区最大在线购物网站平台之一的Lazada近年来积极打造中国—东盟进出口超级引擎，响应“双循环”发展，一方面帮助国货商家“走出去”，另一方面助力东南亚品牌“引进来”，助力区域数字经济合作可持续发展。2020年6月，Lazada首个跨境电商创新服务中心在广西南宁正式启用，目前中心已孵化超过400家中小跨境卖家，为6000多个商家店铺提供了专业的直播服务。其通过跨境生态创新服务中心，构建了较为完善的中国—东盟跨境电子商务产业链。

据Lazada跨境业务总经理易骞介绍，作为东南亚本土电商，Lazada正在升级横跨中国—东盟进出口平台能力。过去一年，超4000个国货品牌走出东南亚，越来越多的东南亚品牌通过Lazada进驻中国。在马来西亚，通过研发“秒级通关”电子关务系统，仅仅半年就为中小企业节省通关时间约3000万个小时。

Lazada在推动中国国产品牌走出国门的进程中得到了丰硕成果的信心支持——其联合天猫发布了“新国货出海计划”，打造从TMall到LazMall的出海快车道。国货品牌入驻Lazada品牌商城LazMall的速度，从1个月缩短到1周。凤凰、康佳、特步、罗马仕、完美日记等国货品牌先后入驻，就在刚刚过去的“双十一”购物节，凤凰自行车销量在东南亚市场迎来爆发，成交额达平时的20倍;康佳电器较日均增长10倍;美妆品牌完美日记受到东南亚消费者热捧，成为跨境美妆品牌销售额Top1。

而一大批东南亚本土品牌在通过Lazada的“Sell to China”计划，登陆天猫国际进入中国市场后，也迎来了销售额的强势增长。数据显示，菲律宾的美容品牌Sunnies Face在天猫国际登场首3个月便崛起成为唇彩品类三大新品牌之一，2020年“双十一”购物节期间，其销售额同比增长近5倍;印尼护发品牌Ellips，以及首次参加天猫国际“双十一”活动的新加坡网红咸蛋黄薯片品牌Irvins，在11月11日当天的销售额甚至超过平时的50余倍。

随着Lazada进出口超级引擎的打造，相信中国—东盟将再增添数字经济基础设施，助力中国与东盟数字经济合作的可持續发展，为双方经济社会发展培育更多新动能。

中国—东盟电商新“丝路”将越走越好

中国与东盟之间经过了10多年的合作与发展，双方的贸易往来已是家常便饭，但是双方在电子商务上的联系，仍然处在亟待腾飞的阶段。面对中国与东盟之间贸易市场的巨大潜力，跨境电子商务的发展水平不可估量，必将成为影响东盟经济发展的关键因素。

未来，中国将与东盟国家一道携手努力，继续开展“丝路电商”合作，不断出台新举措提升双边经贸合作的质量和水平。

朱炼在谈及未来中国—东盟电商合作发展时提出了四点有效建议：一是建立双边电子商务合作机制，为推动“丝路电商”合作走深走实打好坚实基础;二是与更多东盟国家开展电子商务发展规划、政策法规和规则标准的交流对接，为电子商务共同繁荣发展创造良好环境;三是与东盟国家电子商务企业开展更多务实合作，为双边经贸合作进一步发展开辟广阔空间;四是推动双边电子商务专家学者、中介机构、大专院校开展交流合作，为中国与东盟电子商务合作发展提供智力支撑。

电子商务的兴起和发展必然引起中国—东盟经济结构的调整和优化，推动双方整体经济水平的发展，创造出更多的经济效益，为各国改变传统的对外贸易模式和新增大量就业机会都提供良好契机。

Themed with “New Opportunities of E-commerce Energize New Development Pattern of Dual Circulation”， the 2020 China-ASEAN Silk Road E-commerce Forum under the framework of the 17th CAEXPO was successfully held in Nanning， Guangxi on November 28， 2020. Under the COVID-19 pandemic， new forms of E-commerce have helped enterprises as well as the whole industrial chain recover， which signifies the extraordinary strength and resilience of new forms of E-commerce.

As China opens wider to the outside world and unceasingly deepens the Belt and Road construction， cross-border E-commerce as a new international trade pattern is injecting more powerful momentum for global trade development. It is of significance in such a special year to invite state leaders， seniors officials， experts， scholars and elites from China and ASEAN countries in the field of E-commerce to discuss the new development pattern of dual circulation in domestic and international trade.

The new trend of cross-border E-commerce in China-ASEAN region

Since 2020 marks the China-ASEAN Year of Digital Economy Cooperation， as well as the 10th anniversary of the completion of the CAFTA， China and ASEAN will make full use of the physical+on-line CAEXPO， and RCEP， to help pool resources in terms of operation， logistics， finance and talents for cross-border E-commerce platforms， form a new development pattern of dual circulation in domestic and international trade and with the domestic circulation as the core.

Cross-border E-commerce is becoming a new engine for driving China-ASEAN trade. In recent years， Alibaba， JD.com and other Chinese mainstream E-commerce companies have increased their investment in ASEAN E-commerce， payment and other enterprises through acquisition and shareholding， so as to drive the development of relevant industries in ASEAN countries and promote innovation on multilateral cross-border E-commerce.

Facing the challenges brought by the COVID-19， it is the right time for ASEAN countries to strengthen E-commerce cooperation with China via online trade， and to help more products enter the Chinese market.

Statistics showed that the global online retail sales from January to October 2020 reached RMB 9.13 trillion yuan， with a year-on-year growth of 10.9%. Zhu Lian， Director of Department of Electronic Commerce and Information Technology of Chinas Ministry of Commerce said China has established the bilateral cooperation mechanism of “Silk Road E-commerce” with 22 countries in five continents， including Vietnam and Cambodia， and carried out multilateral dialogue between government and enterprises， and enterprise exchange activities under the framework. Many specialty products such as Thailands coconut， Malaysias Musang King durian， and Myanmars mango are directly accessible to Chinese consumers through cross-border E-commerce platforms.

Lazada helps the dual circulation of E-commerce trade

Lazada， one of the largest online shopping websites in Southeast Asia， has been actively building a super engine of China-ASEAN import and export in recent years. On the one hand， it helps domestic merchants “go out”， on the other hand， it helps Southeast Asian brands “bring in”， and contributes to the sustainable development of regional digital economic cooperation. In June 2020， Lazadas first Cross-Border E-commerce Innovation Service Center was officially launched in Nanning. So far， the center has incubated more than 400 small and medium-sized cross-border sellers and provided professional live streaming services for more than 6，000 merchant stores. Through the center， Lazada has built a relatively complete cross-border E-commerce industry chain between China and ASEAN.

Lazada， a local E-commerce company in Southeast Asia， is upgrading its capabilities for import and export， according to Yi Qian， general manager of cross-border business. Over the past few years， more than 4，000 domestic brands have entered the ASEAN market， while more and more Southeast Asian brands have entered China through Lazada. In Malaysia， the electronic customs system of “second-level clearance” has saved about 30 million hours of customs clearance time for small enterprises in just half a year.

Lazada has gained sufficient support in the process of promoting Chinese domestic brands to go abroad： It jointly launched the “New Plan for Chinese Goods to Go Abroad” with Tmall to create a fast track from TMall to LazMall. The entry speed of domestic brands into Lazada brand mall has been shortened from one month to one week. Domestic brands such as Phoenix， Konka， Xtep， Romas and Perfect Diary have settled successively. Just in the past “Double 11” festival， Phoenix bicycle enjoyed booming trade in the Southeast Asian market， and the turnover reached 20 times the usual level. The average daily trade growth rate of Konka is ten times; Perfect Diary， a beauty brand， is popular among consumers in Southeast Asia and has become the Top 1 cross-border beauty brand in sales.

A large number of domestic brands in Southeast Asia also enjoyed a strong sales growth through Lazadas “Sell to China” program. According to the data， the Philippine beauty brand Sunnies Face rose to become one of the three new lip gloss brands in the first three months after its debut on Tmall. In 2020， the sales volume of “Double 11” increased nearly five times compared with the same period of last year. Ellips， an Indonesian haircare brand， and Irvins， a Singaporean salted egg and sweet potato chip brand， which participated in the “Double 11” activity on Tmall for the first time， saw sales volume more than 50 times on November 11.

With the construction of Lazada import and export super engine， it is believed that China-ASEAN will add infrastructure to the digital economy， help the sustainable development of bilateral digital economy cooperation， and foster more new driving forces for the economic and social development of both sides.

China-ASEAN E-commerce Silk Road will be promising

After more than 10 years of cooperation and development， bilateral trade between China and ASEAN has become a common occurrence. However， the bilateral ties in E-commerce are still in the stage of an urgent need to take off. Facing the huge potential of the trade market between China and ASEAN， the development of cross-border E-commerce is immeasurable and will become a key factor affecting the economic development of ASEAN.

In the future， China will join hands with ASEAN countries to continue the Silk Road E-commerce cooperation and make continuous efforts to improve the quality and level of bilateral economic and trade cooperation.

When talking about the future development of China-ASEAN E-commerce cooperation， Zhu Lian put forward four effective suggestions： First， to establish a bilateral E-commerce cooperation mechanism to lay a solid foundation for the further development of Silk Road E-commerce cooperation; Second， more ASEAN countries should carry out exchanges of E-commerce development plans， policies， regulations， rules and standards， so as to create a favorable environment for the common prosperity and development of E-commerce. Third， efforts should be made to carry out more practical cooperation with E-commerce enterprises in ASEAN countries to open broader space for further development of bilateral economic and trade cooperation. Fourth， we will promote exchanges and cooperation between E-commerce experts and scholars， intermediary agencies and universities to provide intellectual support for China-ASEAN E-commerce cooperation.

The rise and development of E-commerce will inevitably lead to the adjustment and optimization of China-ASEAN economic structure， promote the overall economic development of both sides， create more economic benefits， and provide good opportunities for countries to change the traditional foreign trade model and create a large number of new jobs.