AI對電商出海的改造，終於接觸到核心了

中國企業家雜誌

2025/12/17

全球化、智能化的道路上，阿里巴巴國際站如何取捨？文｜《中國企業家》記者鄧雙琳編輯｜何伊凡見習編輯｜李原圖片來源｜中企圖庫最近這一年，AI對電商的改造焦點正在從供給端提效，進一步深入到流量側和交互入口，全面覆蓋電商的核心鏈路。這裏面邁出較早一步嘗試的，反而是B2B領域的出海電商平台阿里國際站。去年11月，阿里國際就推出了AI原生單獨應用Accio，供海外B2B買家大批量、定製化採購中國商品時使用，它...

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FOCUSED INCOME \"AM\" (HKD) INC","LU0862451837.USD":"JPM EMERGING MARKETS DIVIDEND \"A\" (USD) INC (M)","LU1813983027.USD":"MANULIFE GF DRAGON GROWTH \"AA\" (USD) INC"},"translate_title":"AI's transformation of e-commerce going overseas has finally touched the core","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89988":0.6,"09988":1.91,"ALBmain":0.6,"BABA":1.91,"HBBD.SI":0.6},"content_text":"全球化、智能化的道路上，阿里巴巴國際站如何取捨？文｜《中國企業家》記者鄧雙琳編輯｜何伊凡見習編輯｜李原圖片來源｜中企圖庫最近這一年，AI對電商的改造焦點正在從供給端提效，進一步深入到流量側和交互入口，全面覆蓋電商的核心鏈路。這裏面邁出較早一步嘗試的，反而是B2B領域的出海電商平台阿里國際站。去年11月，阿里國際就推出了AI原生單獨應用Accio，供海外B2B買家大批量、定製化採購中國商品時使用，它可以自動生成採購方案，比對供應商，最終附上來自全網的商品或供應商鏈接。一年過後，Accio的B2B企業級用户突破了300萬。用AI改造電商的思路，也正在得到更多AI巨頭的共鳴。今年11月下旬，趕在「黑五」和聖誕的購物旺季前，ChatGPT推出了名為「Shopping Research（購物研究）」的新功能。它會像導購一樣了解客户的需求，比對不同產品，生成量身定製的購物方案，並附上電商鏈接。Apptopia最新數據顯示，從感恩節到「黑五」購物周期間，ChatGPT為電商應用帶來的推薦量按年增長了28%。越來越多消費者開始嘗試使用AI獲取購物靈感或尋找優惠。結合最近，豆包一面上線「一鍵購物」，一面在手機助手「試水」跨App比價。行業都在討論一個根本性問題：AI是否會顛覆現有電商體系？對此，阿里巴巴國際站總裁張闊提供了一個獨特的判斷視角。他認為未來電商可能不再有to C、to B之分，而是要從決策鏈路的長短去區分，AI對於不同決策鏈路電商的影響程度也是不一樣的。「短鏈路電商」，例如網購日用品，目前用户在決策、溝通、下單的體驗上已經不錯了，鏈路很難再產生質的縮短。在張闊看來，所有短鏈路電商最終還是要拼「多快好省」，供給多、價格低、物流快、質量好才是零售最本質的需求。AI頂多提升一些效率，很難帶來革命性的變化。但長決策鏈路電商（例如買房、買車、跨境B2B採購等）過去的體驗就略顯繁瑣了。這類電商場景下，影響決策的維度可能超過20個，在這其中AI有機會徹底改變這個過程。前面説到的「Accio」還只是阿里用AI改造長決策鏈路電商的第一步，現在阿里國際站這個擁有5000萬海外企業用户的B2B平台本身，也在經歷深度的AI改造。在電商最核心的搜索框上，阿里國際站加入了AI mode、Deep Search等AI功能，讓自己成為了一個專為跨境B2B設計的對話式AI搜索引擎。買家先基於多模態表達自己的想法，把需求講透，平台基於這些信息挖掘需求，再結合商家的資格、生產能力、過往案例做匹配，直接進入核心決策環節。現在在阿里國際站上採購，就像與一個專業採購助理溝通。「原來to B買家的決策可能要一個月，現在一周甚至更短時間就能搞定，這其中縮短的是實打實的工作流程。」張闊表示。12月6~7日，由《中國企業家》雜誌社主辦的2025（第二十三屆）影響力企業家年會（原中國企業領袖年會）上，張闊分享了跨境電商的兩大核心趨勢，其一是前面詳解的「智能化」，另一個重要趨勢是本土化。「海外對中國製造的認知已經從單純的低價，轉變為性價比基礎上的先進製造。」張闊在演講中説道。今年走訪海外的過程中，張闊發現，即便是在貿易壁壘最高的階段，全球中小企業思考的問題都不是跟中國「斷聯」，而是更加迫切地加深與中國供應鏈的聯繫，對中國企業寄予了更強的期待。走向本土化，實際上也是跨境平台和外貿企業更好理解當地生態、服務當地需求，形成共贏的過程。在會後，張闊接受了《中國企業家》的採訪，深度分享了在全球化、智能化的道路上，阿里巴巴國際站面臨的挑戰以及做出的取捨。以下為採訪內容整理（有刪減）：海外對中國供應鏈的認知變了《中國企業家》：你今年接近一半的時間都在海外，這其中是否有一些感受和信息可以分享？張闊：可以舉兩個實際例子，第一個是貿易壁壘高峯時的感受。2025年3、4月份，關税變化剛宣佈漲到三位數，我正好落地美國。和當地買家交流時，他們給的統一反饋反而給我很多信心：中國供應鏈不僅僅是性價比高，製造能力更是核心優勢——能支持全球千行百業中小企業的需求，比如做PDA（手持智能終端）、檢測設備、零售產品、智能產品的企業，這種能力在全球範圍內都不多見。即便環境變化，大部分買家也只是想提前囤貨或雙方協商共渡難關，沒有想過離開中國供應鏈。第二個是中國產品質量的提升。最近我們在歐洲舉辦了一場線下峯會「CoCreate（共創）」，和德國、英國企業交流時發現，他們對中國製造的認知已經從單純的「低價」轉變為全球範圍內「最好性價比」基礎上的「先進製造」。英國一個15歲的少年創業者，用我們平台買到的高纖維製造材料做降温毛巾，一年時間賣到20萬~50萬英鎊；大到BBA級別的企業，都在用中國的智能製造，甚至一些F1車隊用的碳纖維也來自我們平台的供應商。從高端材料到日常消費品，再到智能製造，全球對中國產品的信任度已經完全不同了。《中國企業家》：如你所説，過去海外對中國供應鏈的認知還是低質低價，需求更多的是科技含量較低的產品。如今國際市場的需求結構是不是也在轉變，對中國供應鏈的智能化需求越來越多了？張闊：需求結構確實更多樣了。我們和to C平台不太一樣，國際站的業務裏「消費品」和「工業品」各佔一半——消費品以義烏小商品、深圳電子、廣州家居為代表。工業品則包括機械（激光切割機、挖掘機）、高端材料等。全球企業要發展製造業，離不開機器、建廠設備、工業互聯網，這些都是中國這些年積累的核心能力。智能化的需求主要分兩類：一類是「產品本身變智能」。比如家用電器、割草機，甚至鬧鐘等，現在都能加上智能模塊。另一類是「生產製造環節智能」，比如我們平台有家做工業智能門的企業，叫蘇州西朗門業，他們做的門能跟工業機器人組成物聯網，搬運機器人到門口，就能自動開門和關門；還能跟工廠的自動手臂組成一套設備，手臂想伸出來取物時，門就能自動開，想回去封閉加工時，門就自動關。而且原來工廠裏的工業門要是出了問題，工業門供應商就要派人飛過去維護，現在西朗門業的工業門，靠AI就能檢測哪個螺絲壞了，通過智能大屏生成錯誤報告、指導維修。很多世界500強的工廠裏都用這個供應商的門。還有個案例是線下零售智能設備，叫蘇州匯維軟件，這家公司的創業者原來是做SaaS軟件的工程師，後來轉型做線下零售的智能設備。他們把超市生鮮區的收銀台改成帶攝像頭的智能秤，比如給蘋果一稱重，就能自動根據蘋果的單價算出總價、打出標籤，顧客一刷卡就能取走。他們在歐美賣得很好，核心就是靠智能技術實現了產品迭代。這兩個案例，都是我們2025年「真牛獎」商家，我們每年年終都會把全年最優秀的外貿商家聚在一起，分享自己的經驗，探討年度話題，進行一場辯論。我們能從這些商家的討論中看到很多很有意思的趨勢變化。《中國企業家》：快到年底了，你在海外走訪時有沒有觀察到國際電商2026年及以後的行業趨勢？張闊：未來若干年，有兩個趨勢肯定是核心，一個是「本地化」，一個是「智能化」。先講本地化。我們現在從組織設計、目標設定，到給商家的解決方案，都按不同區域單獨設計。今年已經看到紅利了，比如歐洲線上支付訂單增長超過50%。歐洲市場很多需求原來都沒釋放出來。比如歐洲是多語言地區，當地的支付通道、物流方式、客户喜好、資格要求、供需匹配都有特殊性，不能把中國的產品打個標籤就出海，得針對當地企業重新創造價值、滿足本地化的需求。所以，我們給商家的服務遠不止線上撮合，而是根據當地的區域特徵，提供一攬子的解決方案和多元化的履約選擇。比如有的貨適合放到海外倉裏，有的貨可以放到我們在國內的中心倉做跨境直髮，都能選。我們還會在每個國家發展本地供應商，不只是讓中國企業賣全球，也幫本地企業賣全球。這樣在這些企業眼中，我們不只是「銷貨的」，更是幫當地中小企業找全球化機會的，平台才能走得更遠。再講智能化。今年只是剛起步，我們內部把AI分了三個方向：第一是「AI Powered」，就是用AI提升現有產品的體驗和效率。比如買家側，我們把搜索改成了多模態的Deep Search——能拍照上傳圖片、傳視頻、傳Excel文件，讓AI根據多模態的信息去做搜索匹配，今年這種多模態搜索的量增長超過100%，在整個搜索量中的佔比也超過了50%，已經超越了傳統搜索。而且買家輸入的搜索詞越來越長，比如「要在零下多少度用的機器」，AI能理解這個需求背後的電池、電機要求，基於這些內容再去匹配合適的供應商。在商家側，「發品、營銷、多語言溝通、供應鏈履約」這四個核心鏈路，都能用AI大幅提效。我們希望幫助商家擺脱原來的慣性，比如認為做外貿就一定要熬夜值班接詢盤，需要盯着產品標題加各種關鍵詞做所謂的「優化」。其實這些AI都能搞定，而商家可以把能力更多聚焦在下一代的產品是什麼、未來的趨勢是什麼，也就是真正的藍海和供需匹配的機會在哪裏。讓創造性的工作可以做得越來越多。第二是「AI Native（AI原生）」應用，比如我們去年做的Accio，到今年11月MAU（月活躍用户）大概300萬，按月上漲50%——作為B類採購應用，這個增速很説明問題，用户真的需要它，因為它核心解決了「長鏈路決策」的痛點，也就是能回答海外買家「誰能做這個產品（who can make this）」的問題。未來的電商區分，主要基於決策鏈路的長短。大部分人用的to C電商是搜索電商，通過關鍵詞做匹配，可能基於三四個維度（主圖、價格、銷量等）就能找到想要的商品，偶爾「衝動消費」，考慮的維度可能就更少。但絕大多數的B2B電商消費的決策鏈路很長，你要思考的維度很多。比如我們平台的平均單價是每一筆訂單3000美元以上，決策維度可能超過20個，如工廠資格、交期、產品適配性等等。就像一個to B的買家要批量採購一批山地車，去歐洲當地創業做山地車生意。那他在採購的時候，就要考慮到：供應商怎麼才能把山地車的重量做到規定範圍內，讓人騎起來輕便；同時要問問這個供應商的貨有沒有CE認證，不然就沒法在歐洲銷售；以及哪個供應商的起訂量會盡量更低一點，好讓他可以先試賣一批，看看市場水温；同時還要想到：能不能定製包裝、印自己的品牌Logo，供應商有沒有這方面的能力？諸如此類。這些複雜的需求，其實並不能被壓縮在幾個關鍵詞裏表達。原來買家在谷歌搜關鍵詞，可能出來1萬個結果，還得挨個聊。但阿里國際站基於全新的搜索引擎Accio，可以給買家帶來完全不一樣的採購體驗。買家先基於多模態表達自己的想法，把需求講透，引擎再縮小供應商範圍，最後才進入人與人溝通的環節。第三是解決「賣什麼」的問題。海外買家不只是採購，還想創造新產品，這需要大量市場調研，比如現有產品的問題、社交媒體評價等。AI能索引互聯網評測、阿里系電商洞察，生成詳細報告，幫買家定產品方向，再對接供應鏈，讓整個鏈路效率都上一個台階。AI重塑B2B電商《中國企業家》：你提到未來「決策鏈路長短」是區分to B、to C電商的關鍵，這是否意味着AI對長鏈路電商的改變會更徹底、效用更明顯？張闊：對。短鏈路電商，核心還是「多快好省」，現在體驗已經不錯了，AI頂多提升點效率，畢竟還有情緒價值的需求在，決策鏈路已經很短了，沒必要再縮短享受的時間。所有的短鏈路電商最終還是要拼「多快好省」，誰的供給多、價格低、物流快、質量好，誰就有優勢，AI只是輔助。ChatGPT的功能，其實目前還是針對短鏈路電商的場景。所以我認為ChatGPT目前提供的功能，解決不了零售最本質的需求和痛點，影響非常有限。但長鏈路電商（B2B）原來的體驗太差了：買家有清晰需求，卻只能壓縮成短關鍵詞。平台靠關鍵詞匹配，其實未必能完整理解買家需求，這樣匹配出來的供應商，還要再挨個溝通，光時差、多語言就是大問題。AI能徹底改變這個過程，買家可以把需求講透，比如發一個需求文檔、一個CAD圖、一個「圖片+文檔」等，平台基於這些信息挖掘需求，再結合商家的資格、生產能力、過往案例做匹配，不用來回溝通，直接進入核心決策環節。打個比方，原來to B買家的決策要一個月，現在可能只需要一周甚至更短時間就能搞定。縮短的其實是買家工作的時間，更剛需。我們的目標是成為「B2B電商的第一智能入口」。比如我們的Accio應用，不只是可以匹配阿里國際站的供給，還整合了1688等阿里系資源，甚至外部的專業B2B商品庫。和ChatGPT、谷歌相比，我們的優勢是全鏈條和垂直專業性。谷歌只能做搜索，GPT是通用型AI，而我們能從「需求匹配」到「信任交易」再到「履約售後」，把外貿的全流程搞定。而且更懂外貿的行業規則，比如怎麼看工廠資格、怎麼定國際貿易術語，這些垂直「know-how」和數據積累，是通用型AI比不了的。《中國企業家》：你曾提到AI生意助手能力已超越80%的真人業務員，未來外貿行業的組織形態、人力需求會有什麼變化？目前阿里國際站上已經有一些案例，極小的團隊在AI輔助下創造了極高的人效，這是否預示着未來外貿行業會出現大量「輕量化、智能化」的組織，甚至一人公司？張闊：現在很多企業，尤其是中西部和北方的企業，還很缺外貿人才。AI的作用其實是讓初學者更快上手。比如原來新人要學半年才能寫好英文文案，現在用AI，一周就能達到行業中位線的水平。這樣企業招到新人後，能更快創造價值，反而能擴大業務規模，需要招更多人。而且頂尖業務員的市場洞察力、客户關係維護能力，AI暫時還沒辦法超過。大額交易還是要靠人建立信任，比如買家買一批設備，要考慮交期、售後，這些都需要人和人對接。AI只能幫用户把前期的需求匹配、合同初稿做好，最後拍板還是要靠人。組織形態的變化已經有苗頭了。我們這次在倫敦的「CoCreate」峯會里有個名叫「Pitch」的全球創業大賽環節，類似《贏在中國》這樣的創業大賽。最後拿第一的是個15歲的高中生。他自己有個想法，靠我們平台找供應商生產，忙不過來就找同學幫忙。這説明只要有好的idea，依託AI和全球供應鏈，一個人也能起步做外貿生意。但要注意，AI只是降低了門檻，並不是有了AI就能萬事無虞。比如我們平台上有一位用AI設計「醜拖鞋」的外貿商家劉世奇，他起步時團隊就三四個人，核心是他抓住了歐美市場的「情緒價值」需求，產品設計迭代快速，很快就做到3000萬元人民幣的營收規模，他也是我們去年真牛獎的得主。AI能幫他生圖、寫廣告、半夜接詢盤，但對市場的敏感度是AI替代不了的。簡單説，AI能省掉「調查性、重複性、流程性」的工作，但市場判斷、審美、垂直領域的深耕程度，這些需要長期積累的能力，最終還是得靠人。《中國企業家》：你此前提過，AI對外貿全鏈條的改造才10%。在你看來，未來5年AI對外貿最大的改變會在哪個環節？張闊：阿里國際站12月上線的AI mode，會先改變「sourcing（溯源）環節」。這個環節大概佔外貿團隊三分之一的精力，原來要全網找資料、和供應商來回聊基本問題，現在AI能自動化，能省很多時間。接下來是「履約環節」，也佔三分之一精力——比如貨從哪發、交期怎麼盯、付款怎麼管理，這裏面有很多提升空間。比如物流，中國的貨代最多的要有7層，從攬貨、集貨到運輸，每一層都能靠AI提效；還有支付，海外買家很需要「payment terms（付款條款）」，這就需要AI更精準地做買家畫像、風控，還要和當地金融機構合作，這些都需要時間，但提升空間又很大。2026年1月，我們可能會上線一個版本，核心是用AI生成合同。原來買賣雙方聊了很久，最後要籤合同，但經常因為「隱藏條款」來回扯皮。現在AI會基於前期的溝通記錄，自動把需求、incoterms（國際貿易術語）、付款期限、物流形態都寫進合同，再結合平台的擔保交易，保障整個履約過程，既保護買家，也保護賣家。這種模式我們叫「Agentic Pay（智能合約）」，當然這個和完全交給AI自動支付還是完全不一樣，涉及大額資金還是要有人確認，但AI能把合同談判、合同簽約這個繁瑣的環節變高效，減少來回溝通的成本。最後是「售後環節」，像維修、補貨、退換貨也需要AI和本地化結合。比如用AI遠程診斷設備問題，不用再派人飛過去，再結合當地的售後網點解決問題。這三個環節都改造好，AI對全鏈路的滲透就能遠超10%。《中國企業家》：改造這些環節的最大困難是什麼？是技術層面、認知層面，還是本地化相關？張闊：最大的困難是「跨境」本身。比如中國商品出口要有關檢匯税，海外那邊也要對接當地的監管、物流、金融機構。這不是一蹴而就的，要把每一筆訂單的數字化、合規化都做好，這需要長期建設。技術方面其實是最快實現的，比如搜索AI化，我們以非常快的速度在迭代、落地。支付稍慢，因為要對接多幣種、多銀行；物流最難，比如拼箱和整箱的運輸流程不一樣，還要過海關，每個國家的規則都不同。所以本地化是長期戰略，我們現在先聚焦我們核心的目標國家市場，這些就已經佔到全球GDP份額的80%，規模已經很大，再慢慢拓展到其他國家，一步一步來。但好處是越難越有壁壘，只要堅持做，就能建立別人趕不上的優勢。新聞熱線&投稿郵箱：tougao@iceo.com.cn","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"}}}