RECP与东盟国家跨境电商

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RCEPandCross-border

E-commerceOpportunitiesfor

ASEANCountries

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Aboutthepaper

Cross-bordere-commercehelpstheMicro,smallandmedium-sizedenterprises(MSMEs)fromdevelopingcountriestobecomemorecompetitiveintheinternationalmarketandtodiversifytheirexports.TheRegionalComprehensiveEconomicPartnership(RCEP)agreementprovidesnewopportunitiesforcompaniesfromtheAssociationofSoutheastAsianNations(ASEAN).Tocapturethatpotential,smallbusinessesinthesecountriesneedmoremarketintelligence.

Thispaperfillsthatgap,usingmarketdatafromAtoidentifywhichproductsfromASEANcountriescangeneratethemostdemandabroad.ItalsofeaturesproductandmarketdiversificationandexportpotentialanalysisfromtheInternationalTradeCentre(ITC)forindividualRCEPcountries.Thepublicationprovidesup-

to-datemarketintelligenceforASEANMSMEsintheircross-bordere-commerceoperations.ThispaperispublishedasatechnicalpaperandhasnotbeeneditedbyITC.

Publisher:InternationalTradeCentre

Title:RCEPandCross-borderE-commerceOpportunitiesforASEANCountries

Publicationdateandplace:Geneva,November2022

Pagecount:88

Language:English

ITCDocumentNumber:

Citation:InternationalTradeCentre(2022).RCEPandCross-borderE-commerceOpportunitiesforASEANCountries.ITC,Geneva.Formoreinformation,contact:QuanZhao,

zhao@

andTianyuMao,

tmao@.

FormoreinformationonITCpublicationsone-commerce,see:

/itc/sectors/services/e-commerce/.

ITCencouragesthereprintingandtranslationofitspublicationstoachievewiderdissemination.Shortextractsofthispapermaybefreelyreproduced,withdueacknowledgementofthesource.Permissionshouldberequestedformoreextensivereproductionortranslation.AcopyofthereprintedortranslatedmaterialshouldbesenttoITC.

Digitalimage(s)onthecover:©Shutterstock

©InternationalTradeCentre(ITC)

ITCisthejointagencyoftheWorldTradeOrganizationandtheUnitedNations.

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Acknowledgements

ThispaperwaspreparedbyYutongDang,ITCconsultant,underthesupervisionofQuanZhaoandTianyuMao(bothITC).

ThanksforsupportwithdataandanalysisarealsoduetoProfessorBenShenglin,deanoftheInternationalBusinessSchoolofZhejiangUniversity(ZIBS);ZhouWenyu,assistantprofessoratZIBS;OuyangCheng,deputydirectorofAliResearch;HuXiangfang,senioradvisoratAliResearch;LiPeng,advisoratAliResearch;RenJie,senioradvisoratAliResearch;YueHongfei,advisoratAliResearch.ITCalsoextendsitsthankstoAntGroupResearchInstituteforprovidingcasestudiesusedforthepublication.

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Contents

Aboutthepaper2

Acknowledgements3

Acronyms9

Executivesummary10

Chapter1:Cross-bordere-commerceinRCEP:trends,opportunitiesandchallenges11

Measuringcross-bordere-commerceinRCEP11

Cross-bordere-commercefaredbetterinthepandemic,especiallyinASEAN12

Cross-bordere-commercehelpsbusinessescopewithuncertainty14

Cross-bordere-commercebenefitsdiverseindustries15

RCEPboostse-commerceexportsforASEANcountries17

OpportunitiesandchallengesforASEANMSMEs,andhowRCEPcanhelp20

Opportunity：Boominge-commercemarket,rapidlydevelopingdigitalplatforms,andsupportfromgovernments20

Challenge：ASEANcountriesareindifferentstagesofdevelopmentinICTinfrastructure,logisticsand

paymentsolutions23

RCEPagreementenablesadvancementofregionale-commerce28

Chapter2:Casestudies:howcompaniesandplatformsleveragee-commerceopportunities30

HappyHands:Popularizelocalcharacteristicstotheglobeandpromotetradeledbywomen30

HanhSilk:Acceleratedigitaltransformationandbenefitruraldevelopment31

LazadaPlatform:One-stopservicetoextendindustrialchainandliftcompetitiveness32

Airwallex:Improvecustomerexperiencethroughinnovativedigitalpaymentservice33

PegasusOfficial:Builddigitalchannelsandreduceproductpromotioncost34

DongqiGroup:Analyzeonlinecustomerdatatoimprovemarginalreward35

Chapter3:Conclusionandrecommendations37

Digitaltransformationiskeyforbusinessestocopewithuncertainty37

DigitalplatformscanhelpMSMEsdivsersifyexportsandsecuregrowth37

Recommendations38

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Createbrandvaluethroughtheonlineoperations39

Providewell-roundedservicestoattractonlineconsumers39

Improveprofitmarginthroughproductinnovation39

Keepondigitizingtoreducefixedcosts40

Annex:CountryprofilesforRCEPcountries41

Australia43

BruneiDarussalam46

Cambodia49

China52

Indonesia55

Japan58

Korea,Republicof61

LaoPeople'sDemocraticRepublic65

Malaysia68

Myanmar71

NewZealand74

Philippines77

Singapore80

Thailand83

VietNam86

Tables,Figures

Table1IndicatorsoftheRCEPMSMEscross-bordere-commerce(B2B)index11

Table2GDPgrowth(annual%)inRCEPcountries15

Table3GDPgrowthandgeneraltradegrowth(annual%)inRCEPcountries16

Table4Generaltradeconcentrationrate(%)inRCEPcountries17

Table5Top10importcountriesorregionsincross-bordere-commercein202119

Table6Top10categoriesofimportedgoodsincross-bordere-commercein202120

Table7Majore-commerceplatformsinASEAN22

Table8Nationalstrategyfore-commercedevelopmentofASEANcountries23

Table9ICTdevelopmentandaffordability(%)inASEANcountries24

Table10Populationcoveredby3Gand4Gnetwork(%)25

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Table11LogisticsperformanceindexofASEANcountries(1=lowto5=high)25

Table12Policyanddevelopmentofdigitalpayments27

Table13RCEPcross-bordere-commerceprovisions29

Table14HowMSMEscanimproveproductsandoperations39

Table15Colourcodingexampleofexportproductclassification42

Table16Colourcodingexampleofexportingcountryclassification42

Table17Top10categoriesofexportedgoodsinoveralltradeandcross-bordere-commerceof

Australia43

Table18Australianproductswithunfulfilledpotential44

Table19Top10exportmarketsinoveralltradeandcross-bordere-commerceofAustralia45

Table20Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

BruneiDarussalam46

Table21BruneiDarussalam’sproductswithpotential47

Table22Top10exportmarketsingeneraltradeandcross-bordere-commerceofBrunei

Darussalam48

Table23Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

Cambodia49

Table24Cambodia’sproductswithpotential50

Table25Top10exportmarketsingeneraltradeandcross-bordere-commerceofCambodia51

Table26Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

China52

Table27China’sproductswithpotential53

Table28Top10exportmarketsingeneraltradeandcross-bordere-commerceofChina54

Table29Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

Indonesia55

Table30Indonesia’sproductswithpotential56

Table31Top10exportmarketsingeneraltradeandcross-bordere-commerceofIndonesia57

Table32Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

Japan58

Table33Japan’sproductswithpotential59

Table34Top10exportmarketsingeneraltradeandcross-bordere-commerceofJapan60

Table35Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

theRepublicofKorea61

Table36RepublicofKorea’sproductswithpotential63

Table37Top10exportmarketsingeneraltradeandcross-bordere-commerceofRepublicof

Korea63

Table38Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

LaoPeople'sDemocraticRepublic65

Table39LaoPeople'sDemocraticRepublic’sproductswithpotential66

Table40Top10exportmarketsingeneraltradeandcross-bordere-commerceofLaoPeople's

DemocraticRepublic67

Table41Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

Malaysia68

Table21Malaysiaproductswithpotential69

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Table43Top10exportmarketsingeneraltradeandcross-bordere-commerceofMalaysia70

Table44Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

Myanmar71

Table45Myanmar’sproductswithpotential72

Table46Top10exportmarketsingeneraltradeandcross-bordere-commerceofMyanmar73

Table47Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

NewZealand74

Table487NewZealand’sproductswithpotential75

Table49Top10exportmarketsingeneraltradeandcross-bordere-commerceofNewZealand76

Table50Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

Philippines77

Table51Philippinesproductswithpotential78

Table52Top10exportmarketsingeneraltradeandcross-bordere-commerceofPhilippines79

Table53Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

Singapore80

Table54Singaporeproductswithpotential81

Table55Top10exportmarketsingeneraltradeandcross-bordere-commerceofSingapore82

Table56Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

Thailand83

Table57Thailandproductswithpotential84

Table58Top10exportmarketsingeneraltradeandcross-bordere-commerceofThailand85

Table59Top10categoriesofexportedgoodsingeneraltradeandcross-bordere-commerceof

VietNam86

Table60VietNamproductswithpotential87

Table61Top10exportmarketsingeneraltradeandcross-bordere-commerceofVietNam88

Figure1B2Bindexfrom2019to202112

Figure2RCEPB2Bsub-indexfrom2019to202113

Figure3ASEANB2Bsub-indexfrom2019to202113

Figure4GDPgrowth(annual%)inRCEPcountries14

Figure5E-commercerevenueof2022and2025inASEANcountries(USDbn)21

Figure6Internetusersas%ofpopulationinASEANcountries24

Figure7Australia’sdiversificationproduct44

Figure8MarketpotentialforAustraliaexports45

Figure9BruneiDarussalam’sdiversificationproduct47

Figure10MarketswithpotentialforBruneiDarussalam’sexports48

Figure11Cambodia’sdiversificationproducts50

Figure12MarketwithpotentialforCambodia’sexports51

Figure13China’sdiversificationproducts53

Figure14MarketswithpotentialforChina’sexport54

Figure15Indonesia’sdiversificationproduct56

Figure16MarketswithpotentialforIndonesia’sexports57

Figure17Japan’sdiversificationproduct59

Figure18MarketwithpotentialforJapan’sexports60

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Figure19RepublicofKorea’sdiversificationproducts62

Figure20MarketswithpotentialfortheRepublicofKorea’sexport64

Figure21LaoPeople'sDemocraticRepublic’sdiversificationproduct66

Figure22MarketswithpotentialforLaoPeople'sDemocraticRepublic’sexport67

Figure23Malaysiadiversificationproducts69

Figure24MarketswithpotentialforMalaysia’sexport70

Figure25Myanmar’sdiversificationproduct72

Figure26MarketswithpotentialforMyanmar’sexports73

Figure27NewZealand’sdiversificationproducts75

Figure28MarketswithpotentialforNewZealand’sexport76

Figure29Philippines’sdiversificationproduct78

Figure30MarketwithpotentialforPhilippines’sexports79

Figure31Singapore’sdiversificationproducts81

Figure32MarketswithpotentialforSingapore’sexport