REC正式版与东盟国家跨境电商-88正式版.pdf

1 RCEP and Cross-border E-commerce Opportunities for ASEAN Countries 2 About the paper Cross-border e-commerce helps the Micro,small and medium-sized enterprises(MSMEs)from developing countries to become more competitive in the international market and to diversify their exports.The Regional Comprehensive Economic Partnership(RCEP)agreement provides new opportunities for companies from the Association of Southeast Asian Nations(ASEAN).To capture that potential,small businesses in these countries need more market intelligence.This paper fills that gap,using market data from A to identify which products from ASEAN countries can generate the most demand abroad.It also features product and market diversification and export potential analysis from the International Trade Centre(ITC)for individual RCEP countries.The publication provides up-to-date market intelligence for ASEAN MSMEs in their cross-border e-commerce operations.This paper is published as a technical paper and has not been edited by ITC.Publisher:International Trade Centre Title:RCEP and Cross-border E-commerce Opportunities for ASEAN Countries Publication date and place:Geneva,November 2022 Page count:88 Language:English ITC Document Number:Citation:International Trade Centre(2022).RCEP and Cross-border E-commerce Opportunities for ASEAN Countries.ITC,Geneva.For more information,contact:Quan Zhao,zhaointracen.org and Tianyu Mao,tmaointracen.org.For more information on ITC publications on e-commerce,see:http:/www.intracen.org/itc/sectors/services/e-commerce/.ITC encourages the reprinting and translation of its publications to achieve wider dissemination.Short extracts of this paper may be freely reproduced,with due acknowledgement of the source.Permission should be requested for more extensive reproduction or translation.A copy of the reprinted or translated material should be sent to ITC.Digital image(s)on the cover:Shutterstock International Trade Centre(ITC)ITC is the joint agency of the World Trade Organization and the United Nations.3 Acknowledgements This paper was prepared by Yutong Dang,ITC consultant,under the supervision of Quan Zhao and Tianyu Mao(both ITC).Thanks for support with data and analysis are also due to Professor Ben Shenglin,dean of the International Business School of Zhejiang University(ZIBS);Zhou Wenyu,assistant professor at ZIBS;Ouyang Cheng,deputy director of AliResearch;Hu Xiangfang,senior advisor at AliResearch;Li Peng,advisor at AliResearch;Ren Jie,senior advisor at AliResearch;Yue Hongfei,advisor at AliResearch.ITC also extends its thanks to Ant Group Research Institute for providing case studies used for the publication.4 Contents About the paper 2 Acknowledgements 3 Acronyms 9 Executive summary 10 Chapter 1:Cross-border e-commerce in RCEP:trends,opportunities and challenges 11 Measuring cross-border e-commerce in RCEP 11 Cross-border e-commerce fared better in the pandemic,especially in ASEAN 12 Cross-border e-commerce helps businesses cope with uncertainty 14 Cross-border e-commerce benefits diverse industries 15 RCEP boosts e-commerce exports for ASEAN countries 17 Opportunities and challenges for ASEAN MSMEs,and how RCEP can help 20 Opportunity：Booming e-commerce market,rapidly developing digital platforms,and support from governments 20 Challenge：ASEAN countries are in different stages of development in ICT infrastructure,logistics and payment solutions 23 RCEP agreement enables advancement of regional e-commerce 28 Chapter 2:Case studies:how companies and platforms leverage e-commerce opportunities 30 Happy Hands:Popularize local characteristics to the globe and promote trade led by women 30 Hanh Silk:Accelerate digital transformation and benefit rural development 31 Lazada Platform:One-stop service to extend industrial chain and lift competitiveness 32 Airwallex:Improve customer experience through innovative digital payment service 33 Pegasus Official:Build digital channels and reduce product promotion cost 34 Dongqi Group:Analyze online customer data to improve marginal reward 35 Chapter 3:Conclusion and recommendations 37 Digital transformation is key for businesses to cope with uncertainty 37 Digital platforms can help MSMEs divsersify exports and secure growth 37 Recommendations 38 5 Create brand value through the online operations 39 Provide well-rounded services to attract online consumers 39 Improve profit margin through product innovation 39 Keep on digitizing to reduce fixed costs 40 Annex:Country profiles for RCEP countries 41 Australia 43 Brunei Darussalam 46 Cambodia 49 China 52 Indonesia 55 Japan 58 Korea,Republic of 61 Lao Peoples Democratic Republic 65 Malaysia 68 Myanmar 71 New Zealand 74 Philippines 77 Singapore 80 Thailand 83 Viet Nam 86 Tables,Figures Table 1 Indicators of the RCEP MSMEs cross-border e-commerce(B2B)index 11 Table 2 GDP growth(annual%)in RCEP countries 15 Table 3 GDP growth and general trade growth(annual%)in RCEP countries 16 Table 4 General trade concentration rate(%)in RCEP countries 17 Table 5 Top 10 import countries or regions in cross-border e-commerce in 2021 19 Table 6 Top 10 categories of imported goods in cross-border e-commerce in 2021 20 Table 7 Major e-commerce platforms in ASEAN 22 Table 8 National strategy for e-commerce development of ASEAN countries 23 Table 9 ICT development and affordability（%）in ASEAN countries 24 Table 10 Population covered by 3G and 4G network（%)25 6 Table 11 Logistics performance index of ASEAN countries(1=low to 5=high)25 Table 12 Policy and development of digital payments 27 Table 13 RCEP cross-border e-commerce provisions 29 Table 14 How MSMEs can improve products and operations 39 Table 15 Colour coding example of export product classification 42 Table 16 Colour coding example of exporting country classification 42 Table 17 Top 10 categories of exported goods in overall trade and cross-border e-commerce of Australia 43 Table 18 Australian products with unfulfilled potential 44 Table 19 Top 10 export markets in overall trade and cross-border e-commerce of Australia 45 Table 20 Top 10 categories of exported goods in general trade and cross-border e-commerce of Brunei Darussalam 46 Table 21 Brunei Darussalams products with potential 47 Table 22 Top 10 export markets in general trade and cross-border e-commerce of Brunei Darussalam 48 Table 23 Top 10 categories of exported goods in general trade and cross-border e-commerce of Cambodia 49 Table 24 Cambodias products with potential 50 Table 25 Top 10 export markets in general trade and cross-border e-commerce of Cambodia 51 Table 26 Top 10 categories of exported goods in general trade and cross-border e-commerce of China 52 Table 27 Chinas products with potential 53 Table 28 Top 10 export markets in general trade and cross-border e-commerce of China 54 Table 29 Top 10 categories of exported goods in general trade and cross-border e-commerce of Indonesia 55 Table 30 Indonesias products with potential 56 Table 31 Top 10 export markets in general trade and cross-border e-commerce of Indonesia 57 Table 32 Top 10 categories of exported goods in general trade and cross-border e-commerce of Japan 58 Table 33 Japans products with potential 59 Table 34 Top 10 export markets in general trade and cross-border e-commerce of Japan 60 Table 35 Top 10 categories of exported goods in general trade and cross-border e-commerce of the Republic of Korea 61 Table 36 Republic of Koreas products with potential 63 Table 37 Top 10 export markets in general trade and cross-border e-commerce of Republic of Korea 63 Table 38 Top 10 categories of exported goods in general trade and cross-border e-commerce of Lao Peoples Democratic Republic 65 Table 39 Lao Peoples Democratic Republics products with potential 66 Table 40 Top 10 export markets in general trade and cross-border e-commerce of Lao Peoples Democratic Republic 67 Table 41 Top 10 categories of exported goods in general trade and cross-border e-commerce of Malaysia 68 Table 21 Malaysia products with potential 69 7 Table 43 Top 10 export markets in general trade and cross-border e-commerce of Malaysia 70 Table 44 Top 10 categories of exported goods in general trade and cross-border e-commerce of Myanmar 71 Table 45 Myanmars products with potential 72 Table 46 Top 10 export markets in general trade and cross-border e-commerce of Myanmar 73 Table 47 Top 10 categories of exported goods in general trade and cross-border e-commerce of New Zealand 74 Table 487 New Zealands products with potential 75 Table 49 Top 10 export markets in general trade and cross-border e-commerce of New Zealand 76 Table 50 Top 10 categories of exported goods in general trade and cross-border e-commerce of Philippines 77 Table 51 Philippines products with potential 78 Table 52 Top 10 export markets in general trade and cross-border e-commerce of Philippines 79 Table 53 Top 10 categories of exported goods in general trade and cross-border e-commerce of Singapore 80 Table 54 Singapore products with potential 81 Table 55 Top 10 export markets in general trade and cross-border e-commerce of Singapore 82 Table 56 Top 10 categories of exported goods in general trade and cross-border e-commerce of Thailand 83 Table 57 Thailand products with potential 84 Table 58 Top 10 export markets in general trade and cross-border e-commerce of Thailand 85 Table 59 Top 10 categories of exported goods in general trade and cross-border e-commerce of Viet Nam 86 Table 60 Viet Nam products with potential 87 Table 61 Top 10 export markets in general trade and cross-border e-commerce of Viet Nam 88 Figure 1 B2B index from 2019 to 2021 12 Figure 2 RCEP B2B sub-index from 2019 to 2021 13 Figure 3 ASEAN B2B sub-index from 2019 to 2021 13 Figure 4 GDP growth(annual%)in RCEP countries 14 Figure 5 E-commerce revenue of 2022 and 2025 in ASEAN countries(USD bn)21 Figure 6 Internet users as%of population in ASEAN countries 24 Figure 7 Australias diversification product 44 Figure 8 Market potential for Australia exports 45 Figure 9 Brunei Darussalams diversification product 47 Figure 10 Markets with potential for Brunei Darussalams exports 48 Figure 11 Cambodias diversification products 50 Figure 12 Market with potential for Cambodias exports 51 Figure 13 Chinas diversification products 53 Figure 14 Markets with potential for Chinas export 54 Figure 15 Indonesias diversification product 56 Figure 16 Markets with potential for Indonesias exports 57 Figure 17 Japans diversification product 59 Figure 18 Market with potential for Japans exports 60 8 Figure 19 Republic of Koreas diversification products 62 Figure 20 Markets with potential for the Republic of Koreas export 64 Figure 21 Lao Peoples Democratic Republics diversification product 66 Figure 22 Markets with potential for Lao Peoples Democratic Republics export 67 Figure 23 Malaysia diversification products 69 Figure 24 Markets with potential for Malaysias export 70 Figure 25 Myanmars diversification product 72 Figure 26 Markets with potential for Myanmars exports 73 Figure 27 New Zealands diversification products 75 Figure 28 Markets with potential for New Zealands export 76 Figure 29 Philippiness diversification product 78 Figure 30 Market with potential for Philippiness exports 79 Figure 31 Singapores diversification products 81 Figure 32 Markets with potential for Singapores export 82 Figure 33 Thailands diversification products 84 Figure 34 Markets with potential for Thailands export 85 Figure 35 Viet Nams diversification products 87 Figure 36 Markets with potential for Viet Nams export 88 9 Acronyms Unless otherwise specified,all references to dollars($)are to United States dollars,and all references to tons are to metric tons.ASEAN Association of Southeast Asian Nations B2B Business-to-business B2C Business-to-consumer E-commerce Electronic commerce E-payment Electronic payment GDP Gross domestic product GNI Gross national income ICT Information and communications technology ITC International Trade Centre ITU International Telecommunication Union MSMEs Micro,small and medium-sized enterprises 10 Executive summary The Regional Comprehensive Economic Partnership(RCEP)entered into force on 1 January 2022.The current members are the 10 countries in the Association of Southeast Asian Nations(ASEAN),as well as Australia,China,the Republic of Korea,Japan,and New Zealand.The region has a large population,economic scale,and trade value.With a population of 2.27 billion,the RCEP has a combined GDP of$26 trillion and trade worth$10 trillion,accounting for about one third of the global totals.Cross-border e-commerce is booming in RCEP Cross-border e-commerce in the region is large and growing fast.More than half of the worlds cross-border e-commerce,some 53.3%of the global total,occurs within the region.The value of cross-border e-commerce added up to$285 billion in 2020,up from$86.2 billion in 2016,for an average annual growth rate of 34.8%.This report investigates cross-border e-commerce developments in the RCEP,and analyzes opportunities for micro,small and medium-sized enterprises(MSMEs)in ASEAN.The first chapter uses an innovative new B2B e-commerce index to measure cross-border e-commerce in the RCEP from 2019 to 2021.Enterprises have expanded their online businesses,a process that accelerated during the pandemic.Appealing market potential and an improving policy environment have allowed MSMEs in ASEAN to grow their business online.RCEP members have provided strong policies to help domestic enterprises participate in cross-border e-commerce,especially in the context of the pandemic.Challenges remain,notably in infrastructure in some ASEAN countries.The governments have emphasized building business-friendly ecosystems.MSMEs should also actively seek business solutions to cope with the challenges.Local expertise and innovation drive growth The second chapter features case studies of MSMEs.Each case study illustrates the key elements for success in online business.These include:one-stop service to extend the industrial chain and enhance competitiveness;innovative digital payments that improve the customer experience;local expertise adapted to the global market;promotion of trade led by woman;digital transformation and rural development;new digital channels that reduce product and promotion costs;and data analysis to improve marginal returns.The third chapter proposes recommendations for enhancing e-commerce cooperation within RCEP.Evidence indicates that digital transformation helps businesses cope with uncertainty,and digital platforms can help MSMEs to grow and to diversify exports.In the context of accelerated digitalization,MSMEs should seize opportunities through innovation in both products and operations.That means creating brand value through online platforms;providing all-round services to attract online consumers;improving the production process through product innovation;and promoting online transactions to reduce fixed costs.The annex provides a case-by-case analysis o