掘金东南亚！中国消费品出海三大获客方式与谷歌推广竞价策略
东南亚市场正成为中国消费品出海的热门目的地。洽洽食品、蜜雪冰城、OPPO等品牌已在当地取得显著成功。本文将介绍外贸企业开拓东南亚市场的三种主要获客方式，并解析谷歌推广的竞价机制。
The Southeast Asian market is becoming a hot destination for Chinese consumer goods going global. Brands like Qiaqia Food, Mixue Ice Cream & Tea, and OPPO have achieved remarkable success in the region. This article will introduce three main customer acquisition methods for foreign trade enterprises to explore the Southeast Asian market and analyze the bidding mechanism of Google Ads.
一、三种高效的外贸获客方式
1. Three Effective Customer Acquisition Methods for Foreign Trade
1. 跨境电商平台入驻
Shopee、Lazada等东南亚本土电商平台为中国商家提供了便捷通道。2023年数据显示，这些平台的GMV持续增长，是快速触达消费者的有效途径。
1. Cross-border E-commerce Platform Entry
Local Southeast Asian e-commerce platforms like Shopee and Lazada provide convenient channels for Chinese merchants. 2023 data shows that the GMV of these platforms continues to grow, making them an effective way to quickly reach consumers.
2. 社交媒体营销
东南亚年轻人占比高，Facebook、Instagram、TikTok等平台是品牌营销的重要阵地。蜜雪冰城通过本地化内容营销，在越南市场取得巨大成功。
2. Social Media Marketing
With a high proportion of young people in Southeast Asia, platforms like Facebook, Instagram, and TikTok are important for brand marketing. Mixue Ice Cream & Tea achieved great success in the Vietnamese market through localized content marketing.
3. 线下渠道拓展
名创优品采用"代理商模式为主"的策略，蜜雪冰城则通过优惠加盟政策快速扩张。根据当地消费习惯调整产品和店面设计是关键。
3. Offline Channel Expansion
MINISO adopts a strategy of "mainly agent model", while Mixue rapidly expands through preferential franchise policies. Adapting products and store designs to local consumption habits is crucial.
二、谷歌推广竞价策略解析
2. Analysis of Google Ads Bidding Strategies
在东南亚市场进行谷歌推广时，需注意以下竞价要点：
When conducting Google Ads in the Southeast Asian market, pay attention to the following bidding points:
1. 关键词本地化
使用当地语言关键词，如印尼语、泰语等。研究表明，本地语言广告点击率可提高30%以上。
1. Keyword Localization
Use local language keywords, such as Indonesian, Thai, etc. Research shows that ads in local languages can increase click-through rates by more than 30%.
2. 竞价策略选择
可根据目标选择"尽可能提高转化次数"或"目标广告支出回报率"策略。东南亚市场建议初始出价比欧美市场低20-30%。
2. Bidding Strategy Selection
Choose "Maximize conversions" or "Target ROAS" strategies based on objectives. For Southeast Asian markets, the initial bid is recommended to be 20-30% lower than in European and American markets.
3. 时段与地域优化
分析目标国家用户活跃时段，印尼、泰国等市场移动端流量占比超过70%，需重点优化移动端广告。
3. Time and Location Optimization
Analyze peak user activity times in target countries. Mobile traffic accounts for over 70% in markets like Indonesia and Thailand, requiring special optimization for mobile ads.
专家建议：福建华策品牌定位咨询创始人詹军豪表示："中国品牌应充分利用供应链优势，通过多元化渠道和本地化策略抢占市场份额。"
Expert Advice: Zhan Junhao, founder of Fujian Huace Brand Positioning Consulting, said: "Chinese brands should make full use of supply chain advantages and seize market share through diversified channels and localization strategies."
