摘要：2009年，18岁的Vicky第一次来到珠海。她在公交车上望着雾蒙蒙的天空，隐约看到远处的大海。与她憧憬中的繁华都市相比，这里的景象略显单调，心中不免生出些许失落。彼时，她未曾想到，这座城市会在未来成为她职业生涯的重要转折点。

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跨境电商的横琴机遇

Opportunities in Cross-Border E-Commerce in Hengqin

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文|蓝晓宇 曾俊雄 马蕊蕊

2009年，18岁的Vicky第一次来到珠海。她在公交车上望着雾蒙蒙的天空，隐约看到远处的大海。与她憧憬中的繁华都市相比，这里的景象略显单调，心中不免生出些许失落。彼时，她未曾想到，这座城市会在未来成为她职业生涯的重要转折点。

In 2009, 18-year-old Vicky visited Zhuhai for the first time. Looking out from the bus, she saw the misty sky and glimpsed the distant sea. Compared to the bustling metropolis she had envisioned, the scenery here seemed somewhat monotonous, leaving her with a slight sense of disappointment. At the time, she never imagined that this city would later become a crucial turning point in her career.

15年后的今天，Vicky已是澳资跨境电商平台的高层。此刻她坐在横琴粤澳深度合作区的现代化办公室内，眼前鳞次栉比的高楼和熙熙攘攘的街道，勾勒出一座充满活力的现代都市景象，与当年的印象形成了鲜明对比。

Fifteen years later, Vicky is now a senior executive at an Australia-funded cross-border e-commerce platform. Sitting in her modern office in the Hengqin Guangdong-Macao In-Depth Cooperation Zone, she observes the rows of high-rise buildings and the bustling streets that outline a vibrant modern city—a stark contrast to her initial impression.

“横琴的政策环境是推动这里发展的关键因素，”Vicky 表示，“从税收优惠到贸易便利化，再到对企业落地的精准扶持，这里提供了跨境电商行业非常好的成长土壤。”

“Hengqin's policy environment is the key factor driving its development,” Vicky states. “From tax incentives and trade facilitation to targeted support for business establishment, this place provides excellent growth conditions for the cross-border e-commerce industry.”

Vicky 的故事，正是横琴跨境电商发展的缩影。从政策驱动到产业集聚，从科技创新到国际化拓展，横琴已然成为跨境电商发展的热土。在这片土地上，无数像 Vicky 一样的创业者、企业家与从业者，共同见证了这片区域从默默无闻到大湾区核心的蜕变。

Vicky's story epitomizes the development of cross-border e-commerce in Hengqin. From policy-driven initiatives to industrial clustering, from technological innovation to international expansion, Hengqin has become a thriving hub for the industry. Entrepreneurs, business leaders, and industry professionals like Vicky have collectively witnessed the transformation of this once obscure region into a core area of the Greater Bay Area.

政策驱动，横琴的跨境电商崛起

Policy-Driven Growth: The Rise of Cross-Border E-Commerce in Hengqin

2024年7月发布的《促进跨境电商产业高质量发展扶持办法（试行）》是横琴推动产业升级的关键文件。文件明确提出，通过税收优惠、资金补贴、人才支持等多种方式，打造全链条、全生态的跨境电商产业体系。这一政策为横琴注入了新活力，也为企业创造了独特的发展机会。

The “Trial Measures for Supporting the High-Quality Development of the Cross-Border E-Commerce Industry,” released in July 2024, is a key document driving industry upgrades in Hengqin. The document outlines various initiatives, including tax incentives, financial subsidies, and talent support, aimed at establishing a comprehensive cross-border e-commerce ecosystem. This policy has injected new vitality into Hengqin, creating unique growth opportunities for businesses.

在政策推动下，横琴跨境电商产业迅速崛起。据横琴粤澳深度合作区多元经济发展研究院数据显示 [1]，2024年上半年，横琴跨境电商进出口货值超过5000万元，聚集了超过75家跨境电商企业。新大陆全球购、希音、唯品会等行业龙头纷纷落户，带动了贸易、物流、金融等多领域的深度融合。

With strong policy support, Hengqin's cross-border e-commerce industry has rapidly emerged. According to the Hengqin Guangdong-Macao In-Depth Cooperation Zone Institute for Diversified Economic Development, the total import and export value of cross-border e-commerce in Hengqin exceeded 50 million yuan in the first half of 2024, attracting more than 75 cross-border e-commerce enterprises. Industry giants such as Newland Global Shopping, SHEIN, and Vipshop have established operations in the region, fostering deep integration across trade, logistics, and finance.

横琴独特的地理位置使其在跨境电商领域具备天然优势。作为粤澳深度合作的核心区域，横琴距离澳门仅一水之隔，与港澳地区无缝连接，同时背靠中国内地庞大的消费市场。结合 “一国两制”的政策优势，这里不仅成为内地企业走向世界的重要门户，也为澳门经济多元化发展注入了强劲动力。

Hengqin's unique geographical location offers natural advantages in cross-border e-commerce. As a core area of Guangdong-Macao cooperation, Hengqin is only a short distance from Macao, seamlessly linked to Hong Kong and Macao while benefiting from the vast consumer market of the Chinese mainland. With the added advantage of the “One Country, Two Systems” framework, Hengqin has become both a gateway for mainland enterprises to expand globally and a driving force for Macao's economic diversification.

集聚效应初显：企业与创新生态

Emerging Clusters: Enterprises and Innovation Ecosystem

在华发跨境电商创新产业园的全球选品中心，众多知名品牌的商品陈列其中。这些来自不同地区、不同品类的商品，即将从这里出发，踏上销往全球各地的旅程。

At the Global Sourcing Center in the Huafa Cross-Border E-Commerce Innovation Industrial Park, an array of well-known brands display their products. These products, sourced from different regions and categories, are set to embark on journeys to global destinations from this hub.

华发跨境电商创新产业园（图源受访者）

Huafa Cross-Border E-Commerce Innovation Industrial Park (Photo: Courtesy of the Interviewee)

“我们仅用了半年时间即实现首发区的满园招商，目前进驻企业55家，其中，澳资企业18家，已引入跨境电商生态合作伙伴16家，包括希音、唯品会、遥望科技等多家头部企业。”横琴华发跨境电商创新产业园一位工作人员Alexis说，“我们想通过这种方式，将横琴的各种产业、品牌集聚起来。”

“It took us only six months to achieve full occupancy in the initial launch phase, with 55 enterprises settling in, including 18 Australian-funded companies. We have also introduced 16 cross-border e-commerce ecosystem partners, such as SHEIN, Vipshop, and Remote Vision Technology,” says Alexis, a staff member at the Huafa Cross-Border E-Commerce Innovation Industrial Park. “Our goal is to bring together various industries and brands in Hengqin.”

华发选品中心（图源受访者）

Huafa Sourcing Center (Photo: Courtesy of the Interviewee)

共享直播间的推出，是园区创新的一大亮点。Alexis解释：“这些直播间为企业提供了便捷的全球营销渠道，并有效降低了运营成本。”比如，新大陆全球购不仅将自有品牌放置于选品中心展示，还利用共享直播间推广葡语国家的特色商品，成功将跨境电商与文化传播相结合。

A major highlight of the park’s innovation is the introduction of shared live-streaming studios. Alexis explains, “These studios provide enterprises with convenient global marketing channels while significantly reducing operational costs.” For instance, Newland Global Shopping not only showcases its private-label products in the sourcing center but also leverages shared live-streaming studios to promote specialty goods from Portuguese-speaking countries, successfully integrating cross-border e-commerce with cultural exchange.

共享直播间（图源受访者）

Shared Livestream Studios (Photo: Courtesy of the Interviewee)

此外，交个朋友控股也宣布其海外电商业务子公司正式落户横琴，专注于海外电商生态系统的构建与优化，涵盖跨境电商平台本土化运营、智能化供应链管理及国际市场拓展等多个核心领域。为生态圈注入了新活力。这些企业通过技术与商业模式创新，正在助力横琴打造一个国际化的跨境电商枢纽。

Additionally, BeFriends Holdings has announced the official establishment of its overseas e-commerce subsidiary in Hengqin, focusing on building and optimizing the overseas e-commerce ecosystem. Their core areas include localized operations of cross-border e-commerce platforms, intelligent supply chain management, and international market expansion. These enterprises, through technological and business model innovations, are contributing to Hengqin’s transformation into an international cross-border e-commerce hub.

Vicky也谈到园区对企业发展的支持：“这里不仅是一个工作场所，更是一个让资源整合、合作共赢的舞台。尤其是针对葡语国家市场的探索，横琴无疑是最佳选择。”

Vicky also acknowledges the park’s support for business growth: “This is not just a workplace but a platform for resource integration and win-win collaboration. Hengqin is undoubtedly the best choice for exploring the Portuguese-speaking market.”

园区的成功不仅限于吸引企业入驻，还在于其对区域经济带动效应的实现。以华发为核心的创新生态正为横琴吸引更多优质资源，形成“产业集聚—服务优化—协同发展”的良性循环。

The park’s success extends beyond attracting enterprises; it plays a crucial role in driving regional economic development. Centered around Huafa, an innovation ecosystem is gradually taking shape, drawing more high-quality resources and forming a positive cycle of “industrial clustering—service optimization—collaborative development.”

随着越来越多知名头部企业的加入，横琴正逐步形成一个集物流、产业园区、直播基地为一体的跨境电商生态圈，不仅为区内企业提供了广阔的发展空间，也为全球商家创造了更多商机。展望未来，横琴将继续深化改革创新，加强与澳门的合作，打造更加开放包容的投资环境，努力成为引领中国跨境电商产业高质量发展的新高地。

With more leading enterprises joining, Hengqin is gradually establishing a cross-border e-commerce ecosystem integrating logistics, industrial parks, and live-streaming bases. This ecosystem not only provides vast development opportunities for enterprises within the zone but also creates new business prospects for global merchants. Looking ahead, Hengqin will continue to deepen reforms and innovations, strengthen cooperation with Macao, foster a more open and inclusive investment environment, and strive to become a high-quality development hub for China’s cross-border e-commerce industry.

科技创新与生态完善的路径探索

Exploring Technological Innovation and Ecosystem Enhancement

尽管发展迅速，横琴跨境电商产业在科技创新和生态体系建设方面仍存在一些不足。珠海横琴跨境说网络科技有限公司CEO周运贤 [2] 指出：“当前区域内的技术研发投入有限，许多企业更倾向于采用现有解决方案而非自主创新，这在一定程度上制约了行业的进一步发展。”

Despite its rapid development, Hengqin’s cross-border e-commerce industry still faces challenges in technological innovation and ecosystem construction. Zhou Yunxian, CEO of Zhuhai Hengqin Cross-Border Network Technology Co., Ltd., points out, “Currently, the region's investment in technological research and development is limited. Many enterprises prefer adopting existing solutions rather than pursuing independent innovation, which, to some extent, restricts further industry growth.”

在技术方面，横琴距离国家提出的“两平台六体系”标准还有一定差距。例如，贸易渠道、品牌营销、海外仓储等关键服务环节，尚未完全形成一站式解决方案。尤其是在大数据分析、人工智能应用等领域，横琴需要加快技术研发与落地步伐。

In terms of technology, Hengqin still has room for improvement to meet the national standard of “Two Platforms and Six Systems.” Key service aspects such as trade channels, brand marketing, and overseas warehousing have yet to establish fully integrated solutions. Specifically, Hengqin needs to accelerate the development and application of technologies in big data analytics and artificial intelligence.

针对这些可能存在的问题，Vicky表示“问题是肯定会有的，但是政府和园区也在积极为我们解决问题，而我们也同样期待着与全球选品中心开深入合作，共同探索大数据分析、智能推荐算法等技术的应用，提升跨境电商品牌营销效果和服务质量。”

Regarding these challenges, Vicky comments, “Issues are inevitable, but the government and industrial parks are actively helping us resolve them. We also look forward to deeper collaboration with the Global Sourcing Center to explore applications of big data analytics and intelligent recommendation algorithms to enhance brand marketing effectiveness and service quality.”

广东省数字经济与产业融合发展研究中心执行主任漆贤军 [3] 建议：“横琴需要建立粤澳联动的创新机制，比如通过技术研发奖励、知识产权保护等措施激发企业活力。同时，推动产学研合作，将科研成果快速转化为市场化应用。”

Qi Xianjun, Executive Director of the Guangdong Digital Economy and Industrial Integration Development Research Center, suggests, “Hengqin should establish a Guangdong-Macao joint innovation mechanism, using incentives such as R&D rewards and intellectual property protection to stimulate business vitality. Additionally, promoting industry-academia-research collaboration can accelerate the transformation of scientific research into market applications.”

针对物流和金融服务的不足，漆贤军还提出了具体策略。他建议横琴与澳门国际机场深化合作，通过优化货运流程、完善物流设施，降低企业在供应链上的运营成本。在金融层面，创新更多符合跨境电商需求的支付产品，提升跨境交易的便利性和安全性。

To address shortcomings in logistics and financial services, Qi also proposes specific strategies. He recommends that Hengqin deepen its cooperation with Macao International Airport by optimizing cargo transportation processes and improving logistics infrastructure to reduce supply chain costs. On the financial front, he calls for the development of innovative payment solutions tailored to cross-border e-commerce needs to enhance transaction efficiency and security.

横琴未来的发展关键在于构建国际化的数字贸易枢纽。这不仅要求技术和服务体系的完善，还需要从政策、技术、人才等多个维度协同推进，最终形成对内与粤港澳大湾区联动，对外连接葡语国家及“一带一路”沿线市场的双向开放格局。

Hengqin’s future development hinges on establishing an international digital trade hub. This requires not only improving its technological and service systems but also coordinating policies, technology, and talent development. Ultimately, the goal is to create a dual-open strategy—connecting with the Guangdong-Hong Kong-Macao Greater Bay Area domestically while reaching Portuguese-speaking countries and Belt and Road markets globally.

注：文中的Vicky和Alexis均为受访者提供的英文名。

参考信息：

[1] 横琴粤澳深度合作区多元经济发展研究院https://mp.weixin.qq.com/s/2f1NHrUh5xFYwMdGTFuS7w

[3]中国日报《新蛋完善生态圈 助力跨境电商可持续发展》https://cn.chinadaily.com.cn/a/202411/04/WS67288f10a310b59111da196f.html#

来源：辟谣特工队一点号1