TikTok引流，敦煌网出圈成美国“网红”，下载量跃至美区第二-星度环球文化-教育宝

在进口关税不断攀升、物价持续上涨的当下，大批TikTok视频将他们的目光引向了一个来自中国的批发平台——敦煌网。消费者们纷纷涌入该平台抢购瑜伽裤、奢侈品仿包等商品，推动其单日GMV从1500万美元飙升至4000万美元，App排名更在4天内从352名跃居全美第二，仅次于ChatGPT。这场由关税恐慌引爆的流量狂欢，让蛰伏20年的B2B老牌平台意外“出圈”。然而，高佣金抽成、用户结构错位等隐忧也随之浮现——当政策红利退潮，靠“薅羊毛”起势的敦煌网能否真正撼动Temu、SHEIN的霸主地位？A surge of TikTok videos is pointing U.S. shoppers to a new destination for low-cost goods: DHgate, a Chinese wholesale platform that"s quietly gone viral amid rising concerns over import tariffs and price hikes.一大批 TikTok 视频将美国购物者引向了一个购买低价商品的新去处：敦煌网，一个来自中国的批发平台，在人们对进口关税和物价上涨的担忧日益加剧之际，它悄然走红。These videos — often featuring popular products like yoga pants, tech accessories, and kitchen tools — hint that shoppers can find goods at a fraction of market price.这些视频 —— 常常展示瑜伽裤、科技配件和厨房用具等热门产品 ——暗示购物者能够以市场价格的一小部分买到这些商品。Most link directly to DHgate, which has become a go-to for bargain hunters looking to stock up before new duties hit.大多数视频都可以直接跳转到敦煌网，对于那些想在新关税实施前囤货的追求低价的人来说，敦煌网已成为他们的平台。As more shoppers in the US scrambled to find cheaper alternatives ahead of looming import tariffs, by mid-April, DHgate had rocketed to the top from No. 352 to No. 2 on U.S. app charts in just four days, ranking just behind ChatGPT.随着越来越多的美国购物者在即将到来的进口关税前争相寻找更便宜的替代品，截至 4 月中旬，敦煌网在美国应用程序排行榜上的排名在短短四天内从第 352 名飙升至第 2 名，仅次于 ChatGPT。The surge turned the nearly 20-year-old Chinese wholesale platform — long known mostly to small importers and resellers — into an overnight favorite among American consumers.这一（用户数量的）激增让这个有着近 20 年历史的中国批发平台 —— 长期以来主要为小型进口商和经销商所熟知 —— 一夜之间成为了美国消费者的心头好。It began with TikTok creators promoting low-cost lookalikes of luxury goods, linking directly to DHgate in videos where subtle captions hinted that luxury products could be found for a fraction of the price.这一切始于 TikTok 创作者们推广低价的奢侈品仿制品，他们在视频中直接链接到敦煌网，视频中隐晦的字幕暗示可以以很便宜的价格买到奢侈品。Another viral post claimed a Hermès bag retailing for $38,000 costs only $600 to produce. As more creators joined in, traffic surged, propelling DHgate from a wholesale marketplace into the mainstream.另一个走红的帖子称，一款零售价为 3.8 万美元的爱马仕包包，生产成本仅为 600 美元。随着越来越多的创作者加入进来，流量激增，推动敦煌网从一个批发交易市场进入了主流视野。According to DHgate"s official channel on Douyin, China"s version of TikTok, more than 3,000 American wholesalers have been placing orders daily since mid-April.根据敦煌网在抖音（中国版 TikTok）上的官方渠道信息，自 4 月中旬以来，每天有超过 3000 名美国批发商在下单。And the platform"s average daily gross merchandise value jumped from $15 million at the end of March to around $40 million between April 12 and 15.该平台的日均商品交易总额从 3 月底的 1500 万美元跃升至 4 月 12 日至 15 日期间的约 4000 万美元。Unlike Chinese e-commerce giants Temu and SHEIN, which focus on direct-to-consumer sales, DHgate was built as a digital wholesale marketplace to connect Chinese manufacturers directly with overseas retailers and small business buyers.与专注于直接面向消费者销售的中国电商巨头 Temu 和 SHEIN 不同，敦煌网是作为一个数字化批发交易市场建立的，旨在将中国制造商与海外零售商和小企业买家直接联系起来。For years, it remained largely under the radar for everyday consumers, serving as a backend supply hub rather than a storefront.多年来，对于普通消费者来说，它在很大程度上一直鲜为人知，它充当的是后端供应枢纽，而非面向消费者的销售平台。Most sellers on the platform focus on categories like consumer electronics, fashion, and home goods, offering everything from cellphone accessories and toys to apparel, bags, and small kitchen appliances.该平台上的大多数卖家专注于消费电子产品、时尚和家居用品等品类，提供从手机配件、玩具到服装、包包和小型厨房电器等各类商品。But almost overnight, DHgate flipped from a wholesale backend to a frontline player, as thousands of everyday shoppers flooded the site in search of pre-tariff deals.但几乎在一夜之间，敦煌网从一个批发后端平台变成了一个一线平台，因为成千上万的普通购物者涌入该网站，寻找关税实施前的优惠购物。Starting May 2, the U.S. will eliminate de minimis eligibility for Chinese-origin goods under $800 — a move expected to drive up prices on thousands of small parcels shipped to American buyers.从5月2日起，美国将取消对价值低于800 美元的中国原产商品的*低免税额待遇 —— 这一举措预计将推高运往美国买家的数千个小包裹的价格。Days ahead of the change, DHgate launched what it called a "Tariff Escort Plan," offering subsidies, discounted shipping, and extra platform traffic to help sellers offset the impact.在政策调整前几天，敦煌网推出了其所谓的 “关税护航计划”，提供补贴、运费折扣和额外的平台流量，以帮助卖家抵消影响。It also introduced a "Stock & Save Sale," encouraging American consumers to bulk-buy before the new duties take effect.它还推出了一项 “囤货省钱促销活动”，鼓励美国消费者在新关税生效前大量购买商品。But not everyone is convinced the boom will last. Some sellers worry the current wave of overseas traffic is being driven by individual consumers, while DHgate remains fundamentally a B2B platform.但并非所有人都相信这种走红会持续下去。一些卖家担心，目前的海外流量潮是由个人消费者推动的，而敦煌网从根本上来说仍然是一个企业对企业（B2B）的平台。Others point to high commission fees that make low-value orders hard to sustain. "If I make a $100 sale, DHgate takes $12.50 — AliExpress only takes $8," said one seller in an interview with domestic media.还有人指出，高昂的佣金费用使得低价值订单难以持续下去。“如果我做成一笔 100 美元的生意，敦煌网要抽走 12.5 美元 —— 速卖通只抽 8 美元。” 一位卖家在接受国内媒体采访时表示。A screenshot she provided shows DHgate charges 12.5% on orders under $300, and 6% above that. The seller, who had previously left DHgate due to low traffic and high fees, reapplied on April 16 amid the sudden surge in overseas orders.她提供的一张截图显示，敦煌网对 300 美元以下的订单收取 12.5% 的费用，对 300 美元以上的订单收取 6% 的费用。这位卖家此前曾因流量低、费用高而离开了敦煌网，但在海外订单突然激增的情况下，她于 4 月 16 日重新申请入驻。But she remains cautious. "If I don"t get enough volume, the costs will be too high, and there won"t be much left to earn," she said.但她仍然持谨慎态度。“如果我的订单量不够，成本就会太高，最后也赚不了多少钱。” 她说。综合来源：每日英语听力