Chinese Platforms Help South Korean Brands Expand Globally
中国电商平台助力韩国品牌拓展全球市场
越来越多韩国电商企业正与中国跨境电商平台合作，以更低成本、更高效率进入海外市场。韩国卖家无需建立当地运营团队或物流网络，只需将商品上架，平台便可负责物流、营销及客户服务，大幅降低国际扩张门槛。韩国大型电商平台11street近日在京东旗下跨境电商平台京东国际（JD Worldwide）开设官方旗舰店。过去一年，该平台约有7亿名消费者至少完成过一次购物。新店汇集约350个韩国品牌，主要销售美妆、加工食品、时尚服饰及健康补充品。卖家只需完成商品注册，其余物流、推广及运营工作均由平台负责。韩国最大的时尚电商平台Musinsa也加入这一趋势。6月8日，公司宣布与阿里巴巴旗下跨境平台天猫国际（Tmall Global）合作，帮助更多韩国时尚品牌进入中国市场，接触更广泛的中国消费者。韩国政府数据显示，2026年第一季度韩国跨境网络直销额达到1.06万亿韩元（约7亿美元），时隔四年半首次突破1万亿韩元大关。其中，中国仍是韩国最大的海外市场，销售额达3763亿韩元，充分显示中国市场对韩国出口的重要性。
South Korean e-commerce companies are increasingly partnering with Chinese cross-border e-commerce platforms to reach overseas customers more efficiently and at lower cost. Instead of establishing local offices or distribution networks, Korean sellers can rely on Chinese platforms to manage logistics, marketing, and customer services, making international expansion much easier.
One of South Korea’s leading online marketplaces, 11street, has launched an official storefront on JD Worldwide, the cross-border platform operated by JD.com. The platform serves a customer base where around 700 million consumers made at least one purchase over the past year. The new store features products from approximately 350 South Korean brands, mainly in beauty, processed food, fashion, and health supplements. Sellers only need to register their products, while JD Worldwide handles most operational tasks.
South Korea’s largest fashion platform, Musinsa, has also joined the trend. On June 8, the company announced a partnership with Tmall Global, Alibaba’s cross-border marketplace, to help Korean fashion brands reach more Chinese consumers.
Official data also highlights the rapid growth of South Korea’s cross-border online trade. According to South Korea’s Ministry of Data and Statistics, the country’s direct overseas online sales reached 1.06 trillion won (about US$700 million) in the first quarter of 2026, surpassing the 1 trillion wonmark for the first time in more than four years. China remained South Korea’s largest overseas market, accounting for 376.3 billion won, underscoring its importance to Korean exporters.
