Google推广专家揭秘：东南亚跨境电商成功策略
随着电商市场的持续繁荣，国内电商市场已无法满足众多电商运营者的雄心壮志。于是，一些人将目光投向了“东南亚电商市场”。然而，对于那些仅在国内开展过电商业务的商家来说，确定市场后，还需面对一些“棘手”问题，如如何开店、如何出单等。
As the e-commerce market continues to prosper, the domestic e-commerce market can no longer satisfy the ambitions of many e-commerce operators. Therefore, some have turned their attention to the "Southeast Asian e-commerce market." However, for merchants who have only operated domestically, after identifying the market, they still face some "thorny" issues, such as how to open a store and how to generate orders.
在接触头条前，小编一直在某公司担任运营工作，部门主要负责东南亚跨境电商业务。今天，我们将针对新人商家不会开店、店铺无单的问题进行深入分析。
Before joining Toutiao, the editor worked in operations at a company, where the department was primarily responsible for Southeast Asian cross-border e-commerce business. Today, we will conduct an in-depth analysis of the issues faced by new merchants who don't know how to open a store or generate orders.
一、如何开店 | How to Open a Store
（一）平台入驻 | Platform Registration
对于电商行业来说，无论是跨境还是传统，开店都是不可或缺的环节，也是至关重要的环节。很多人要么有钱有资源，要么想法很好，但就是不会开店。对于开店来说，在注册前，我们需要提前规划好入驻平台和销售产品的相关类目，以及针对的人群，然后再进行下一步。
For the e-commerce industry, whether cross-border or traditional, opening a store is an indispensable and crucial step. Many people either have money and resources or great ideas but don't know how to open a store. Before registering, we need to plan the platform for entry, the relevant categories of products to sell, and the target audience, then proceed to the next step.
（二）入驻资料与资金规划 | Registration Materials and Fund Planning
无论入驻哪个平台，入驻资料都是必不可少的。对于东南亚跨境电商来说，营业执照、双币卡、收款账户更是缺一不可。此外，我们还需要心中有数，除了最基本的店铺启动资金外，还需要准备销售佣金、货物资金和运输广告成本资金。
Regardless of the platform, registration materials are essential. For Southeast Asian cross-border e-commerce, a business license, dual-currency card, and payment account are indispensable. Additionally, we need to be aware that besides the most basic store startup funds, we also need to prepare for sales commissions, product funds, and transportation and advertising costs.
（三）选品与运营 | Product Selection and Operation
选品和运营是开店前需要提前规划的。无论是出单还是爆单，选品和运营都至关重要。在开店前，我们需要想好店铺主流产品的类目，然后将重心放在选品上。一款好的产品加上一个好的运营机制，不出单都难。除了了解正常的平台规则和红线外，运营还需要学会如何分析数据，对比自己和同行的差异，以及打造营销热点。
Product selection and operation need to be planned in advance before opening a store. Whether it's generating orders or achieving explosive sales, product selection and operation are crucial. Before opening a store, we need to decide on the categories of the store's main products and then focus on product selection. With a good product and a good operation mechanism, it's hard not to generate orders. In addition to understanding normal platform rules and red lines, operation also requires learning how to analyze data, compare differences with peers, and create marketing hotspots.
二、如何出单 | How to Generate Orders
（一）多账号或多平台运营 | Multi-Account or Multi-Platform Operation
如果前期准备充分，可以尝试多平台或多账号同时运营。铺货+产品+多平台+多账号是一种很好的出单方式，每增加一个平台或账号，就相当于增加了一个出单渠道。
If preparations are sufficient in the early stages, you can try operating on multiple platforms or with multiple accounts simultaneously. Product distribution + products + multiple platforms + multiple accounts is an excellent way to generate orders. Each additional platform or account is equivalent to adding an order channel.
（二）细节化选品与产品参照优化 | Detailed Product Selection and Product Reference Optimization
细节化选品决定了你能获得多少流量，而产品参照则是产品主图与文案搭配所产生的订单数量，这代表了你能承接多少流量。细节化选品是指根据当前运营的平台数据，尝试一些有潜力或值得做的产品。如果没有流量，就更换产品；如果有流量，就有成交的机会。再加上产品细节的优化，比盲目赌概率要稳妥得多。
Detailed product selection determines how much traffic you can obtain, while product reference refers to the number of orders generated by the combination of product main images and copywriting, which represents how much traffic you can convert. Detailed product selection means trying some potentially profitable or worthwhile products based on the current platform's operational data. If there's no traffic, change the product; if there is traffic, there's a chance for transactions. Combined with product detail optimization, this is much more reliable than blindly gambling on probabilities.
（三）多测试产品 | Multiple Product Testing
无论在哪个平台，流量就是价值，成交就是金钱。有流量就有价值，有成交就代表出单。与传统电商运营相比，数据好并不一定受欢迎，而是要多测试一些有价值的产品，排除一些无意义的产品。
Regardless of the platform, traffic is value, and transactions are money. If there is traffic, there is value; if there are transactions, it means orders are generated. Compared with traditional e-commerce operation, good data doesn't necessarily mean popularity; instead, it's about testing more valuable products and eliminating meaningless ones.
（四）传统电商与东南亚跨境电商要区分开来 | Distinguish Between Traditional E-commerce and Southeast Asian Cross-border E-commerce
对于传统电商来说，关键词和细节一直备受运营者重视，但对于东南亚跨境电商来说，这些只能作为参考。因为对于很多跨境平台来说，跨境电商是由地区与地区之间的产品差异促成的交易，而跨区域成交的关键在于两地之间稀缺且极度缺乏的产品。
For traditional e-commerce, keywords and details have always been highly valued by operators, but for Southeast Asian cross-border e-commerce, these can only serve as references. This is because, for many cross-border platforms, cross-border e-commerce is driven by product differences between regions, and the key to cross-regional transactions lies in products that are scarce and highly lacking between the two regions.
（五）流量的精准 | Traffic Precision
流量的精准不仅适用于国内或国外的电商市场，也适用于任何平台。产品的浏览数和成交数得出的流量精准数据，如果个人觉得比较精准，可以适当投入一些广告。通过专业的Google推广服务，可以更有效地实现流量精准投放。
Traffic precision is not only applicable to domestic or international e-commerce markets but also to any platform. The precise traffic data derived from product views and transaction numbers, if deemed relatively accurate, can be used to invest appropriately in advertising. Through professional Google promotion services, more effective precise traffic delivery can be achieved.
总结：东南亚跨境电商确实具有巨大潜力，但成功需要系统的规划和专业的运营。Google推广专家的建议是：做好充分准备，注重细节优化，合理利用多平台策略，才能在这个新兴市场中脱颖而出。
Summary: Southeast Asian cross-border e-commerce indeed has huge potential, but success requires systematic planning and professional operation. The advice from Google promotion experts is: make adequate preparations, focus on detail optimization, and rationally utilize multi-platform strategies to stand out in this emerging market.
