Lazada的东南亚破局记丨东盟“独角兽”

21财经
Dec 17, 2025

在竞争激烈的东南亚电商市场,长期存在“烧钱”换增长的发展模式。2024年7月,东南亚电商平台Lazada首次实现单月盈利,标志着其完成关键蜕变,这不仅是企业自身的里程碑,更折射出东南亚电商竞争逻辑的整体演进。2012年,Lazada在新加坡诞生。彼时东南亚电商市场仍是一片蓝海,线上购物仅占零售总额1%。初期Lazada采用自营模式销售库存商品,逐步拓展至东南亚六国,上线仅三年商品交易总额(GMV)...

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