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早年的沙特没有公交系统，当地消费者出行一般靠走路、打车（uber）或是自行驾车三种方式，也因此，在沙之星利雅得办公室所在的主干道上，时常可以看到动辄延绵百米的车龙。2021年，街上偶有公交经过，但乘坐的人十分稀少。现在，利雅得地铁项目已经启动，当地政府官员制定了解决交通困境的方案，将耗资225亿美元修建地铁，包括85个车站和6条线路。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      不仅仅是出行，房地产行业也异军突起，过去，沙特是限制性买房，即在一定条件下购买单一房产，但现在沙特允许外国人购买各种房地产，最近6个月，沙特利雅得的房价疯涨60%。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      社会开放程度也不一样了。作为一个宗教性质浓郁的国家，沙特女性多蒙面纱，无论男性女性，都尽量避免过短或暴露的衣服。还记得第一次来沙特，我还十分担忧，是不是要穿袍子，是不是不能穿裙子，为了保险，那一次，我带的满满全是长裤。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      现在跟第一次去有着完全不一样的体验。如今的利雅得显示出更多的多样性和包容性，严格佩戴长袍和头巾的措施以及明显的性别隔离已经不那么明显，落地机场，地勤人员甚至用中文说欢迎您，中国人的面孔在沙特越来越受欢迎。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">       从社会习俗到整体营商环境，沙特焕发出全新的生机。今年以来，越来越多的人找到我，咨询进入中东市场，做餐饮的、建筑材料的、网上教学的、还有做跨境电商的。来中东的中国考察团也明显变多了，我的团队每天都会接到一些中国考察团、客户，去各处参观。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      可以说，现在的中东市场，遍地是商机。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 14pt;\">\u003Cstrong>      一大波卖家要赶赴中东，\u003C\u002Fstrong>\u003Cstrong>但机会在哪？\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">\u003Cstrong>      \u003C\u002Fstrong>\u003C\u002Fspan>\u003Cspan style=\"font-size: 10pt;\">电子商务、金融科技、人工智能、新能源、云计算这些都是中东目前最有前景的行业。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      从电商领域来看，根据沙特商务部的商业公告，2023年第一季度，沙特电商增长显著，增幅超过32%。第二季度，沙特的电商企业注册总量达35314家，与去年同期29007家电商企业相比，增长21%。受益于电商，物流行业也同步提升，仅二季度，在沙特注册的物流公司数量就达到4288家，较去年同期的数量增长83%。Research And Markets的最新报告显示，沙特阿拉伯的电子商务市场预计到2027年将达到200.1亿美元。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      沙特显然早意识到电商对促进国民经济的重要性，电子商务业务系统的增长也是沙特转型计划的目标之一。有媒体曾梳理出沙特2030年愿景计划中有关电商行业的相关条款——包括了推动发展电子商务、强化数字基础设施、建立独特的区域物流枢纽、地区和国际一体化。消息称，沙特商务部正在推动包括《消费者保护法》《商业交易法》在内的10部法律和规章，大力扶持电商企业。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      从近些年来看，中东电商市场持续发展，已成为世界增长最快的电商市场之一。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      从2016年进驻的SHEIN，再到2017年收购Souq的亚马逊，本土电商平台Noon以及2018年落地中东的Fordeal，中东地区电商平台已经经过一轮厮杀。现在，TikTok及TEMU两个庞然大物也已经赶赴中东，TikTok Shop全托管模式的第一站选址沙特，TEMU也将于8月初上线沙特站。这个市场变得更加热闹起来。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      根据亚马逊加速器Pattern的预测，今年其服务的进入亚马逊中东站点的卖家客户将增长50%。许多电商卖家正考虑将业务扩展至中东。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      雨果跨境在近期针对577位跨境卖家的调研显示，对于2023下半年计划拓展的市场方向，有7%受访卖家表示将拓展中东地区，除欧美外，中东热度与东南亚和拉美相当。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">（图源：雨果跨境）\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">       中东当地稀缺的轻工资源、90%以上的互联网渗透率、庞大的人口红利以及高消费能力为电商提供了良好的生长土壤。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">       中东人口基数接近5亿，且整体呈现年轻化的趋势，可以看到它整个30岁以下的人口占据了6成，年轻意味着更能接受新鲜事物。中东人手头也很宽裕，比如在阿联酋，公立医院费用全免，大病出国治疗也能报销，所有教育费用全免，诸多的国民福利，也让他们手头的可支配收入变得很高。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      一组数据，去年中国人均GDP为1.27万美元，而在中东主要市场沙特，人均GDP超过2万美金，阿联酋是4万美元，卡塔尔更是达到7万美元。据 IMF 2022年的统计，海湾六国的人均 GDP 在2.3万美元-8.4万美元之间，属于高收入人群。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      中东虽然富裕，但轻工业发展相对不足，长期依赖进口解决问题。长期存在的供需问题，也让备靠雄厚制造业的的中国企业有了生意机会，走出去成为一件理所当然的事情。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      从宏观层面来看，中国与中东国家地缘政治环境趋好，在终端可以明显感觉从政界到商界，再到民众基础交流都呈现正向反馈。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      “围绕日常衣食住行的这些需求类产品出海肯定是有机会的，这是一个不会被忽略的领域。”一位中东创业者Bill曾表示。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      在中东，黑袍\u002F白袍就是一个十分有趣的细分赛道，据业内人士透露，这个市场有着接近千亿的规模，阿玛尼、迪奥这样的国际大牌也有相关的产品线。还有头巾，阿拉伯国家每年都会消耗超过800万条头巾，绝大多数产自中国。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      中东人口的高出生率也带来母婴用品的机会。海湾地区平均每户家庭人口超过3人，加上年轻化的人口结构，因此母婴用品在该地区需求非常大。Hibobi就是一家国内成功出海中东的母婴品牌，有消息透露，目前其年收入已经达到了5000万美元。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      另根据Meta《跨境购物者鲜为人知的行为习惯》调研报告，沙特消费者的在线购物频率很高，80%的消费者每天至少网购一次，平均单笔跨境交易额为152美元。购买频率最高的跨境购物类别，依据购买频次排名顺序为婴儿用品、宠物用品、体育用品、玩具和游戏、家庭园艺。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      “中东现在流量也很便宜，是欧美的1\u002F20，年轻人多，手机覆盖率很广，类似TikTok、instagram这样的社媒平台使用也非常多。”Amy说道。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      根据我的观察，中东的消费者实际上分为两级，一种是本土的消费者，素质普遍较高，拥有高消费水平，对商品质量也提出高要求，品牌商品拥有广阔的市场空间。另一种则是印度、巴基斯坦、菲律宾、埃及等周边国家的外来人群，他们多从事低端产业，收入较低，也因此性价比商品也有大有市场。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      除了品类、流量的红利外，现在更是中国品牌深耕中东的好时机。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      可以说，现阶段的中东市场，品牌还没有那么深入，他们不缺国际性的大品牌，但是对于中国的品牌，也不排斥。所以现在是中国卖家在中东建立属于自己品牌的最好时机。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 14pt;\">\u003Cstrong>      中东市场“一马平川”？ \u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      天时地利，中东虽然商机无限，但征途并非一马平川。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">\u003Cstrong>      🇸🇦本地化\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      进入中东，本地化问题难以逃避。相较于国内极致高效的物流服务，海外却有截然不同的表现。尤其在中东，地址库的精确度非常差，你能想象客户下单，没有门牌号，而是可能告诉你在xxx餐厅对面的一个房子，物流交付是一个非常大的难题。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      本地化团队管理也是个老大难问题。中东主流国家，既传统，又现代。在精英阶层，有一部分人接受了良好的西方教育，思维也非常国际化，他们在执行和交付上不比中国人差。但绝大部分的人做事和生活方式与国人有巨大的差异，尤其你得接受他们低效的交付结果。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      “对于企业来说，跨国协同本身就是一个难题，我自己的经验是老板先行，一定要自己到本地，当然这中间会遇到很多难题。比如上层决策非常高效，但落地到执行层面，非常慢，你需要频繁盯紧交付过程及结果。”Bill说道。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      另外，本地化团队还得顾及当地严格的劳工保护政策，在海外辞退员工的成本是非常高的。不过，本地化又是政府重点鼓励的，比如在沙特，当地政府对“沙化率”有一定的要求。因此企业经营者一定要了解当地劳工政策，妥善筛选优秀员工。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">\u003Cstrong>      🇸🇦在中东做生意，需要“圈子”\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      在沙特做事比在中国更讲人脉，更讲圈子。在阿联酋、沙特经营生意近5年之后，我更深地体会到在中东做生意的精髓，在沙特注册一个税号，如果出现问题注册不下来，我们跑一趟或是打个电话，一天就搞定了，这些都是需要人脉圈子，这样的事情，在中东表现非常明显，在欧洲就免谈，你认识谁都不行，必须得按照规则步骤来，这就是区别，因为文化背景不同。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      现在，沙之星在中东已经深耕5年，拥有2000多名中东市场客户。据说有一个跨境卖家用总公司的银行一次性为自己20多个亚马逊的店铺账户支付税金。由于支付税金的总公司在沙特没有注册VAT税号，而且在银行转账时没有备注说明支付用途，导致这笔近50万美金的税金下落不明，因为税局无法识这笔汇款，客户名下的20几家公司的税金没有办法按时缴纳。在沙之星中东团队的全力协助下，不但帮助客户找回了税金，而且规避了税局原本要给客户的高额处罚。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      “圈子”带来的便利性在生意场上展露无遗。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">\u003Cstrong>      🇸🇦中东文化禁忌勿踩\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      中东地区多宗教国家，常规法律和宗教习俗都息息相关，网络内容安全层面也需要按照宗教的教义规定执行。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      也因此，中东特有的文化也是跨境电商从业者需要着重理解把握的，比如避免任何伊斯兰教元素，不使用动物元素，尤其是猪、猛兽等，一些与LGBT（彩虹旗）、药物等敏感元素都要避免。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      由于中东地区的文化和宗教传统，卖家广告制作也要特别注意。在巴林、埃及、沙特和科威特，无论是否与推广商品有关，始终禁止部分裸露。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      根据我在中东的生活经验，中东的广告，不仅不能露出敏感部位，是广告，基本上需要将手和脚都挡住。如果去Noon、亚马逊平台调研评分会发现，比较暴露的衣服，评分会低一些。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">\u003Cstrong>      🇸🇦经营模式勿照搬照抄\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      现在的中东市场，旅游业、建筑业、电商行业都有机会，发展步伐很快。但企业理所当然将在迪拜发展的经营模式照搬到沙特，一定会出问题。迪拜已经非常接近国际化，且发展没有受到太多宗教的限制，而沙特有完全不一样的背景，它是宗教的发源地，绝大部分社会中的保守人群还需要时间来接受新鲜的外来事物。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">\u003Cstrong>      🇸🇦线上线下并行\u003C\u002Fstrong>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      中东的渠道还是非常垄断性的，仍以线下零售为主。在中东，线下购物永远是他们的消遣之一。从宗教信仰的角度来看，他们不喝酒，不像欧洲有很多酒吧这种消遣的地方，娱乐设施也是2018年才开放，因此线下购物的基数是非常庞大的。对于进入中东市场的卖家而言，建议线上线下并行。\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"font-size: 10pt;\">      对于所有的出海企业而言，更重要的还是要走出去，人、资金、产品都走出去，才算是真正的出海，在中东市场也是如此。\u003C\u002Fspan>\u003C\u002Fp>","2023-08-17 02:14:20","2026-07-06 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