AI对电商出海的改造，终于接触到核心了

中国企业家杂志

12/17

全球化、智能化的道路上，阿里巴巴国际站如何取舍？文｜《中国企业家》记者邓双琳编辑｜何伊凡见习编辑｜李原图片来源｜中企图库最近这一年，AI对电商的改造焦点正在从供给端提效，进一步深入到流量侧和交互入口，全面覆盖电商的核心链路。这里面迈出较早一步尝试的，反而是B2B领域的出海电商平台阿里国际站。去年11月，阿里国际就推出了AI原生单独应用Accio，供海外B2B买家大批量、定制化采购中国商品时使用，它...

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href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251217151323a6acccea&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU1515016050.SGD","symbol_name":"Blackrock Emerging Markets Equity Income A6 SGD-H","start_time":0,"source_url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251217151323a6acccea&s=b","article_id":"2592958964","we_media_id":null,"thumbnails":[],"rights":{"source":"tencent","url":"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251217151323a6acccea&s=b","rn_cache_url":null,"customStyle":"body{padding-top:10px;}#news_title{font-weight:bold;#titleStyle#;}#news_description span{font-size:12px;#descriptionStyle#;}.footer-note{#statement#}","selectors":".mod-LoadTzbdNews, body","filters":".relate-stock, .hot-list, .recom-box, 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(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,"HBBD.SI":0.6,"09988":1.91,"BABA":1.91,"ALBmain":0.6},"content_text":"全球化、智能化的道路上，阿里巴巴国际站如何取舍？文｜《中国企业家》记者邓双琳编辑｜何伊凡见习编辑｜李原图片来源｜中企图库最近这一年，AI对电商的改造焦点正在从供给端提效，进一步深入到流量侧和交互入口，全面覆盖电商的核心链路。这里面迈出较早一步尝试的，反而是B2B领域的出海电商平台阿里国际站。去年11月，阿里国际就推出了AI原生单独应用Accio，供海外B2B买家大批量、定制化采购中国商品时使用，它可以自动生成采购方案，比对供应商，最终附上来自全网的商品或供应商链接。一年过后，Accio的B2B企业级用户突破了300万。用AI改造电商的思路，也正在得到更多AI巨头的共鸣。今年11月下旬，赶在“黑五”和圣诞的购物旺季前，ChatGPT推出了名为“Shopping Research（购物研究）”的新功能。它会像导购一样了解客户的需求，比对不同产品，生成量身定制的购物方案，并附上电商链接。Apptopia最新数据显示，从感恩节到“黑五”购物周期间，ChatGPT为电商应用带来的推荐量同比增长了28%。越来越多消费者开始尝试使用AI获取购物灵感或寻找优惠。结合最近，豆包一面上线“一键购物”，一面在手机助手“试水”跨App比价。行业都在讨论一个根本性问题：AI是否会颠覆现有电商体系？对此，阿里巴巴国际站总裁张阔提供了一个独特的判断视角。他认为未来电商可能不再有to C、to B之分，而是要从决策链路的长短去区分，AI对于不同决策链路电商的影响程度也是不一样的。“短链路电商”，例如网购日用品，目前用户在决策、沟通、下单的体验上已经不错了，链路很难再产生质的缩短。在张阔看来，所有短链路电商最终还是要拼“多快好省”，供给多、价格低、物流快、质量好才是零售最本质的需求。AI顶多提升一些效率，很难带来革命性的变化。但长决策链路电商（例如买房、买车、跨境B2B采购等）过去的体验就略显繁琐了。这类电商场景下，影响决策的维度可能超过20个，在这其中AI有机会彻底改变这个过程。前面说到的“Accio”还只是阿里用AI改造长决策链路电商的第一步，现在阿里国际站这个拥有5000万海外企业用户的B2B平台本身，也在经历深度的AI改造。在电商最核心的搜索框上，阿里国际站加入了AI mode、Deep Search等AI功能，让自己成为了一个专为跨境B2B设计的对话式AI搜索引擎。买家先基于多模态表达自己的想法，把需求讲透，平台基于这些信息挖掘需求，再结合商家的资质、生产能力、过往案例做匹配，直接进入核心决策环节。现在在阿里国际站上采购，就像与一个专业采购助理沟通。“原来to B买家的决策可能要一个月，现在一周甚至更短时间就能搞定，这其中缩短的是实打实的工作流程。”张阔表示。12月6~7日，由《中国企业家》杂志社主办的2025（第二十三届）影响力企业家年会（原中国企业领袖年会）上，张阔分享了跨境电商的两大核心趋势，其一是前面详解的“智能化”，另一个重要趋势是本土化。“海外对中国制造的认知已经从单纯的低价，转变为性价比基础上的先进制造。”张阔在演讲中说道。今年走访海外的过程中，张阔发现，即便是在贸易壁垒最高的阶段，全球中小企业思考的问题都不是跟中国“断联”，而是更加迫切地加深与中国供应链的联系，对中国企业寄予了更强的期待。走向本土化，实际上也是跨境平台和外贸企业更好理解当地生态、服务当地需求，形成共赢的过程。在会后，张阔接受了《中国企业家》的采访，深度分享了在全球化、智能化的道路上，阿里巴巴国际站面临的挑战以及做出的取舍。以下为采访内容整理（有删减）：海外对中国供应链的认知变了《中国企业家》：你今年接近一半的时间都在海外，这其中是否有一些感受和信息可以分享？张阔：可以举两个实际例子，第一个是贸易壁垒高峰时的感受。2025年3、4月份，关税变化刚宣布涨到三位数，我正好落地美国。和当地买家交流时，他们给的统一反馈反而给我很多信心：中国供应链不仅仅是性价比高，制造能力更是核心优势——能支持全球千行百业中小企业的需求，比如做PDA（手持智能终端）、检测设备、零售产品、智能产品的企业，这种能力在全球范围内都不多见。即便环境变化，大部分买家也只是想提前囤货或双方协商共渡难关，没有想过离开中国供应链。第二个是中国产品质量的提升。最近我们在欧洲举办了一场线下峰会“CoCreate（共创）”，和德国、英国企业交流时发现，他们对中国制造的认知已经从单纯的“低价”转变为全球范围内“最好性价比”基础上的“先进制造”。英国一个15岁的少年创业者，用我们平台买到的高纤维制造材料做降温毛巾，一年时间卖到20万~50万英镑；大到BBA级别的企业，都在用中国的智能制造，甚至一些F1车队用的碳纤维也来自我们平台的供应商。从高端材料到日常消费品，再到智能制造，全球对中国产品的信任度已经完全不同了。《中国企业家》：如你所说，过去海外对中国供应链的认知还是低质低价，需求更多的是科技含量较低的产品。如今国际市场的需求结构是不是也在转变，对中国供应链的智能化需求越来越多了？张阔：需求结构确实更多样了。我们和to C平台不太一样，国际站的业务里“消费品”和“工业品”各占一半——消费品以义乌小商品、深圳电子、广州家居为代表。工业品则包括机械（激光切割机、挖掘机）、高端材料等。全球企业要发展制造业，离不开机器、建厂设备、工业互联网，这些都是中国这些年积累的核心能力。智能化的需求主要分两类：一类是“产品本身变智能”。比如家用电器、割草机，甚至闹钟等，现在都能加上智能模块。另一类是“生产制造环节智能”，比如我们平台有家做工业智能门的企业，叫苏州西朗门业，他们做的门能跟工业机器人组成物联网，搬运机器人到门口，就能自动开门和关门；还能跟工厂的自动手臂组成一套设备，手臂想伸出来取物时，门就能自动开，想回去封闭加工时，门就自动关。而且原来工厂里的工业门要是出了问题，工业门供应商就要派人飞过去维护，现在西朗门业的工业门，靠AI就能检测哪个螺丝坏了，通过智能大屏生成错误报告、指导维修。很多世界500强的工厂里都用这个供应商的门。还有个案例是线下零售智能设备，叫苏州汇维软件，这家公司的创业者原来是做SaaS软件的工程师，后来转型做线下零售的智能设备。他们把超市生鲜区的收银台改成带摄像头的智能秤，比如给苹果一称重，就能自动根据苹果的单价算出总价、打出标签，顾客一刷卡就能取走。他们在欧美卖得很好，核心就是靠智能技术实现了产品迭代。这两个案例，都是我们2025年“真牛奖”商家，我们每年年终都会把全年最优秀的外贸商家聚在一起，分享自己的经验，探讨年度话题，进行一场辩论。我们能从这些商家的讨论中看到很多很有意思的趋势变化。《中国企业家》：快到年底了，你在海外走访时有没有观察到国际电商2026年及以后的行业趋势？张阔：未来若干年，有两个趋势肯定是核心，一个是“本地化”，一个是“智能化”。先讲本地化。我们现在从组织设计、目标设定，到给商家的解决方案，都按不同区域单独设计。今年已经看到红利了，比如欧洲线上支付订单增长超过50%。欧洲市场很多需求原来都没释放出来。比如欧洲是多语言地区，当地的支付通道、物流方式、客户喜好、资质要求、供需匹配都有特殊性，不能把中国的产品打个标签就出海，得针对当地企业重新创造价值、满足本地化的需求。所以，我们给商家的服务远不止线上撮合，而是根据当地的区域特征，提供一揽子的解决方案和多元化的履约选择。比如有的货适合放到海外仓里，有的货可以放到我们在国内的中心仓做跨境直发，都能选。我们还会在每个国家发展本地供应商，不只是让中国企业卖全球，也帮本地企业卖全球。这样在这些企业眼中，我们不只是“销货的”，更是帮当地中小企业找全球化机会的，平台才能走得更远。再讲智能化。今年只是刚起步，我们内部把AI分了三个方向：第一是“AI Powered”，就是用AI提升现有产品的体验和效率。比如买家侧，我们把搜索改成了多模态的Deep Search——能拍照上传图片、传视频、传Excel文件，让AI根据多模态的信息去做搜索匹配，今年这种多模态搜索的量增长超过100%，在整个搜索量中的占比也超过了50%，已经超越了传统搜索。而且买家输入的搜索词越来越长，比如“要在零下多少度用的机器”，AI能理解这个需求背后的电池、电机要求，基于这些内容再去匹配合适的供应商。在商家侧，“发品、营销、多语言沟通、供应链履约”这四个核心链路，都能用AI大幅提效。我们希望帮助商家摆脱原来的惯性，比如认为做外贸就一定要熬夜值班接询盘，需要盯着产品标题加各种关键词做所谓的“优化”。其实这些AI都能搞定，而商家可以把能力更多聚焦在下一代的产品是什么、未来的趋势是什么，也就是真正的蓝海和供需匹配的机会在哪里。让创造性的工作可以做得越来越多。第二是“AI Native（AI原生）”应用，比如我们去年做的Accio，到今年11月MAU（月活跃用户）大概300万，环比上涨50%——作为B类采购应用，这个增速很说明问题，用户真的需要它，因为它核心解决了“长链路决策”的痛点，也就是能回答海外买家“谁能做这个产品（who can make this）”的问题。未来的电商区分，主要基于决策链路的长短。大部分人用的to C电商是搜索电商，通过关键词做匹配，可能基于三四个维度（主图、价格、销量等）就能找到想要的商品，偶尔“冲动消费”，考虑的维度可能就更少。但绝大多数的B2B电商消费的决策链路很长，你要思考的维度很多。比如我们平台的平均单价是每一笔订单3000美元以上，决策维度可能超过20个，如工厂资质、交期、产品适配性等等。就像一个to B的买家要批量采购一批山地车，去欧洲当地创业做山地车生意。那他在采购的时候，就要考虑到：供应商怎么才能把山地车的重量做到规定范围内，让人骑起来轻便；同时要问问这个供应商的货有没有CE认证，不然就没法在欧洲销售；以及哪个供应商的起订量会尽量更低一点，好让他可以先试卖一批，看看市场水温；同时还要想到：能不能定制包装、印自己的品牌Logo，供应商有没有这方面的能力？诸如此类。这些复杂的需求，其实并不能被压缩在几个关键词里表达。原来买家在谷歌搜关键词，可能出来1万个结果，还得挨个聊。但阿里国际站基于全新的搜索引擎Accio，可以给买家带来完全不一样的采购体验。买家先基于多模态表达自己的想法，把需求讲透，引擎再缩小供应商范围，最后才进入人与人沟通的环节。第三是解决“卖什么”的问题。海外买家不只是采购，还想创造新产品，这需要大量市场调研，比如现有产品的问题、社交媒体评价等。AI能索引互联网评测、阿里系电商洞察，生成详细报告，帮买家定产品方向，再对接供应链，让整个链路效率都上一个台阶。AI重塑B2B电商《中国企业家》：你提到未来“决策链路长短”是区分to B、to C电商的关键，这是否意味着AI对长链路电商的改变会更彻底、效用更明显？张阔：对。短链路电商，核心还是“多快好省”，现在体验已经不错了，AI顶多提升点效率，毕竟还有情绪价值的需求在，决策链路已经很短了，没必要再缩短享受的时间。所有的短链路电商最终还是要拼“多快好省”，谁的供给多、价格低、物流快、质量好，谁就有优势，AI只是辅助。ChatGPT的功能，其实目前还是针对短链路电商的场景。所以我认为ChatGPT目前提供的功能，解决不了零售最本质的需求和痛点，影响非常有限。但长链路电商（B2B）原来的体验太差了：买家有清晰需求，却只能压缩成短关键词。平台靠关键词匹配，其实未必能完整理解买家需求，这样匹配出来的供应商，还要再挨个沟通，光时差、多语言就是大问题。AI能彻底改变这个过程，买家可以把需求讲透，比如发一个需求文档、一个CAD图、一个“图片+文档”等，平台基于这些信息挖掘需求，再结合商家的资质、生产能力、过往案例做匹配，不用来回沟通，直接进入核心决策环节。打个比方，原来to B买家的决策要一个月，现在可能只需要一周甚至更短时间就能搞定。缩短的其实是买家工作的时间，更刚需。我们的目标是成为“B2B电商的第一智能入口”。比如我们的Accio应用，不只是可以匹配阿里国际站的供给，还整合了1688等阿里系资源，甚至外部的专业B2B商品库。和ChatGPT、谷歌相比，我们的优势是全链条和垂直专业性。谷歌只能做搜索，GPT是通用型AI，而我们能从“需求匹配”到“信任交易”再到“履约售后”，把外贸的全流程搞定。而且更懂外贸的行业规则，比如怎么看工厂资质、怎么定国际贸易术语，这些垂直“know-how”和数据积累，是通用型AI比不了的。《中国企业家》：你曾提到AI生意助手能力已超越80%的真人业务员，未来外贸行业的组织形态、人力需求会有什么变化？目前阿里国际站上已经有一些案例，极小的团队在AI辅助下创造了极高的人效，这是否预示着未来外贸行业会出现大量“轻量化、智能化”的组织，甚至一人公司？张阔：现在很多企业，尤其是中西部和北方的企业，还很缺外贸人才。AI的作用其实是让初学者更快上手。比如原来新人要学半年才能写好英文文案，现在用AI，一周就能达到行业中位线的水平。这样企业招到新人后，能更快创造价值，反而能扩大业务规模，需要招更多人。而且顶尖业务员的市场洞察力、客户关系维护能力，AI暂时还没办法超过。大额交易还是要靠人建立信任，比如买家买一批设备，要考虑交期、售后，这些都需要人和人对接。AI只能帮用户把前期的需求匹配、合同初稿做好，最后拍板还是要靠人。组织形态的变化已经有苗头了。我们这次在伦敦的“CoCreate”峰会里有个名叫“Pitch”的全球创业大赛环节，类似《赢在中国》这样的创业大赛。最后拿第一的是个15岁的高中生。他自己有个想法，靠我们平台找供应商生产，忙不过来就找同学帮忙。这说明只要有好的idea，依托AI和全球供应链，一个人也能起步做外贸生意。但要注意，AI只是降低了门槛，并不是有了AI就能万事无虞。比如我们平台上有一位用AI设计“丑拖鞋”的外贸商家刘世奇，他起步时团队就三四个人，核心是他抓住了欧美市场的“情绪价值”需求，产品设计迭代快速，很快就做到3000万元人民币的营收规模，他也是我们去年真牛奖的得主。AI能帮他生图、写广告、半夜接询盘，但对市场的敏感度是AI替代不了的。简单说，AI能省掉“调查性、重复性、流程性”的工作，但市场判断、审美、垂直领域的深耕程度，这些需要长期积累的能力，最终还是得靠人。《中国企业家》：你此前提过，AI对外贸全链条的改造才10%。在你看来，未来5年AI对外贸最大的改变会在哪个环节？张阔：阿里国际站12月上线的AI mode，会先改变“sourcing（溯源）环节”。这个环节大概占外贸团队三分之一的精力，原来要全网找资料、和供应商来回聊基本问题，现在AI能自动化，能省很多时间。接下来是“履约环节”，也占三分之一精力——比如货从哪发、交期怎么盯、付款怎么管理，这里面有很多提升空间。比如物流，中国的货代最多的要有7层，从揽货、集货到运输，每一层都能靠AI提效；还有支付，海外买家很需要“payment terms（付款条款）”，这就需要AI更精准地做买家画像、风控，还要和当地金融机构合作，这些都需要时间，但提升空间又很大。2026年1月，我们可能会上线一个版本，核心是用AI生成合同。原来买卖双方聊了很久，最后要签合同，但经常因为“隐藏条款”来回扯皮。现在AI会基于前期的沟通记录，自动把需求、incoterms（国际贸易术语）、付款期限、物流形态都写进合同，再结合平台的担保交易，保障整个履约过程，既保护买家，也保护卖家。这种模式我们叫“Agentic Pay（智能合约）”，当然这个和完全交给AI自动支付还是完全不一样，涉及大额资金还是要有人确认，但AI能把合同谈判、合同签约这个繁琐的环节变高效，减少来回沟通的成本。最后是“售后环节”，像维修、补货、退换货也需要AI和本地化结合。比如用AI远程诊断设备问题，不用再派人飞过去，再结合当地的售后网点解决问题。这三个环节都改造好，AI对全链路的渗透就能远超10%。《中国企业家》：改造这些环节的最大困难是什么？是技术层面、认知层面，还是本地化相关？张阔：最大的困难是“跨境”本身。比如中国商品出口要有关检汇税，海外那边也要对接当地的监管、物流、金融机构。这不是一蹴而就的，要把每一笔订单的数字化、合规化都做好，这需要长期建设。技术方面其实是最快实现的，比如搜索AI化，我们以非常快的速度在迭代、落地。支付稍慢，因为要对接多币种、多银行；物流最难，比如拼箱和整箱的运输流程不一样，还要过海关，每个国家的规则都不同。所以本地化是长期战略，我们现在先聚焦我们核心的目标国家市场，这些就已经占到全球GDP份额的80%，规模已经很大，再慢慢拓展到其他国家，一步一步来。但好处是越难越有壁垒，只要坚持做，就能建立别人赶不上的优势。新闻热线&投稿邮箱：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"}}}