新手跨境电商为何偏爱谷歌推广？广交会揭示"一带一路"家电出口新趋势

新手跨境电商为何偏爱谷歌推广？广交会揭示"一带一路"家电出口新趋势

Why Do Cross-Border E-commerce Newcomers Prefer Google Ads? Canton Fair Reveals New Trends in Home Appliance Exports to Belt and Road Countries

每经记者 陈鹏丽 编辑 陈俊杰

By Chen Pengli, Edited by Chen Junjie, National Business Daily

第134届广交会于10月15日正式开展，参展企业和展览面积均创历史新高。尽管巴以冲突导致部分采购商取消行程，但首日仍吸引超5万名境外采购商，较上届大幅增长。

The 134th Canton Fair officially opened on October 15th, setting new records in both exhibitor numbers and exhibition area. Despite some cancellations due to the Israel-Palestine conflict, the first day still attracted over 50,000 overseas buyers, showing significant growth compared to the previous session.

一、"一带一路"市场表现亮眼

1. Outstanding Performance in Belt and Road Markets

据商务部数据，2022年中国与"一带一路"国家贸易额达2.9万亿美元，占外贸总额45%。本届广交会预计将吸引8万名共建国家采购商。

According to Ministry of Commerce data, China's trade with Belt and Road countries reached $2.9 trillion in 2022, accounting for 45% of total foreign trade. This session is expected to attract 80,000 buyers from these countries.

家电企业出口数据尤为突出：

• 格兰仕对俄出口增长70%
• 创维在中亚、南亚等市场增长明显

Home appliance exports show remarkable growth:

• Galanz's exports to Russia increased by 70%
• Skyworth saw significant growth in Central Asia, South Asia and other markets

二、货币贬值成最大挑战

2. Currency Depreciation Emerges as Major Challenge

多位企业负责人指出，加纳、尼日利亚等国家货币大幅贬值导致：

Business executives highlighted significant currency depreciation in Ghana, Nigeria and other countries causing:

• 当地购买力下降 - 消费者转向性价比更高的简约产品

• Reduced purchasing power - Consumers shifting to more cost-effective, simplified products

• 付款周期延长 - 部分客户要求"先货后款"

• Extended payment terms - Some clients requesting "goods before payment"

三、跨境电商推广策略解析

3. Analysis of Cross-Border E-commerce Promotion Strategies

新手卖家偏爱谷歌推广的原因：

Reasons why newcomers prefer Google Ads:

1. 精准定位 - 可针对特定国家、语言和消费群体投放

1. Precise targeting - Can focus on specific countries, languages and consumer groups

2. 流量质量高 - 用户主动搜索反映真实需求

2. High-quality traffic - User searches reflect genuine demand

3. 数据透明 - 实时监控投放效果

3. Transparent data - Real-time performance monitoring

四、2024年出口展望

4. 2024 Export Outlook

尽管面临挑战，企业对明年形势保持乐观，主要基于：

Despite challenges, companies remain optimistic about next year due to:

• 海运成本稳定 - 运费无上涨趋势

• Stable shipping costs - No signs of freight rate increases

• 原材料价格下降 - 生产成本压力缓解

• Falling raw material prices - Reduced production cost pressure

• 人民币贬值 - 提升出口竞争力

• RMB depreciation - Enhanced export competitiveness

值得注意的是，新能源光伏和户用储能产品出口增长迅猛，成为新亮点。

Notably, new energy photovoltaic and residential energy storage products show rapid export growth, emerging as new highlights.