In today’s world, where the global economic landscape is undergoing profound reconstruction, Chinese companies have accelerated their journey into the “Great Maritime Era.” Many Chinese businesses are flocking to overseas markets, seeking new growth curves and extended lifecycles.

Among these, Southeast Asia, often referred to as the “backyard” of China’s economy, with a population of 673.02 million (according to 2022 Statista data) and considerable development potential, has attracted e-commerce platforms, consumer brands, and other overseas businesses, eager to tap into its vast opportunities.

Statistics from the General Administration of Customs show that in the first eight months of this year, China’s imports and exports with ASEAN reached 4.5 trillion yuan, a 10% increase, accounting for 15.7% of China’s total foreign trade value, with ASEAN continuing to be China’s largest trading partner. Cross-border e-commerce has become a new growth engine for China’s foreign trade.

Southeast Asia, a region brimming with limitless e-commerce opportunities, has undoubtedly drawn many players, resulting in fierce competition. According to the 2023 Southeast Asia Digital Economy Report published by Google, Temasek, and Bain & Company, Southeast Asia ranks first in global retail e-commerce market growth with an 18.6% increase in 2023.

Looking at the current competitive landscape of Southeast Asian e-commerce, it is clear that the battle is far from over. Shopee maintains a dominant position across various Southeast Asian countries, leading the market with a 48% share. Lazada remains second in Thailand, the Philippines, Malaysia, and Singapore, steadily strengthening its foothold. TikTok Shop, after merging with Tokopedia in Indonesia, is experiencing rapid growth, while Temu has expanded into the Philippines, Malaysia, and Thailand since 2023.

In addition to the booming e-commerce market, offline retail consumption in Southeast Asia is also a promising and untapped sector. Today, many Chinese consumer brands focusing on offline retail are setting sail overseas, exploring new territories. Given its geographic proximity, business connections, and cultural affinity with China, Southeast Asia has also become a launchpad for Chinese brands’ global expansion.