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crossborder-platform-playbook

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当被问到 Temu 全托管还是半托管、TikTok Shop 怎么入驻、亚马逊和 Temu 选哪个、跨境电商平台怎么选、产品出海要哪些认证，或选择并入驻跨境电商平台（Temu、TikTok Shop、亚马逊、SHEIN、速卖通）时使用。产出针对卖家产品和能力的平台匹配矩阵、入围平台的经营模式（全托管、半托管或自运营）、按目标市场的合规清单、90 天上线计划，以及要问平台招商经理的问题。商品 listing 文案本身请用 cross-border-listing。

skills-i18n/zh/crossborder-platform-playbook/SKILL.md

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> [crossborder-platform-playbook](../../../skills/crossborder-platform-playbook/SKILL.md) 的简体中文翻译，英文版本为规范版本。

# 跨境平台选择与入驻

出海的中国卖家现在面对差别很大的几种模式：Temu 和 SHEIN 的全托管（平台定价并负责履约）、卖家自己发货到目的国的半托管、以内容带货为核心的 TikTok Shop，以及亚马逊的自运营加 FBA。选错模式，会让卖家陷入无法持续的利润或工作量。这个技能把卖家和平台匹配起来，说明每个平台的要求，并规划前 90 天。

除非另有要求，用简体中文写。佣金、模式和入驻规则变化频繁；每个数字和要求都请向平台最新的卖家文档或招商经理核实。

## 所需输入

如未提供，请询问：
- **产品**：类目、单位成本、重量和尺寸、是否需要认证（电器、儿童用品、化妆品、食品接触）
- **目标市场**：美国、欧盟、英国、东南亚、中东、拉美
- **能力**：团队规模、内容能力（视频、直播）、海外仓或境外主体、备货资金
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