如何利用Google AdWords做好推广？Miravia如何在西班牙电商市场杀出血路？
如何利用Google AdWords做好推广？Miravia如何在西班牙电商市场杀出血路？
How to Use Google AdWords for Effective Promotion? How Did Miravia Break Through in the Spanish E-commerce Market?
近年来，国内互联网巨头对全球电商市场份额的争夺可谓逐渐白热化。拼多多在美推出出海项目Temu，字节跳动借助抖音孪生兄弟TikTok在一众社交电商中另辟蹊径。而作为国内较早出海的互联网巨头，阿里海外业务也动作频频，2022年底在西班牙推出综合型电商平台Miravia，成为西班牙倍受欢迎的电商平台之一。
In recent years, the competition among Chinese internet giants for global e-commerce market share has intensified. Pinduoduo launched its overseas project Temu in the US, while ByteDance carved out a unique path in social e-commerce with TikTok. As one of the early Chinese internet giants to expand overseas, Alibaba has also been active in its international business. In late 2022, Alibaba launched the comprehensive e-commerce platform Miravia in Spain, which has quickly become one of the most popular e-commerce platforms in the country.
Miravia出海势头正猛
Miravia's Rapid Expansion Overseas
根据信息网站data.ai在3月数据，在西班牙电商应用下载量排行榜中，来自阿里巴巴的两家海外电商平台Miravia和AliExpress分别排名第一和第三。App下载量榜单显示，Miravia App的下载量已经超过SHEIN，成为西班牙倍受欢迎的购物App。那么Miravia是如何在近半年时间内，抢滩西班牙呢？
According to data from data.ai in March, among the rankings of e-commerce app downloads in Spain, Alibaba's two overseas e-commerce platforms, Miravia and AliExpress, ranked first and third, respectively. The app download chart shows that Miravia's downloads have surpassed SHEIN, making it one of the most popular shopping apps in Spain. So, how did Miravia successfully penetrate the Spanish market in just half a year?
何为Miravia？
What is Miravia?
Miravia是阿里巴巴集团在2022年推出的专注欧洲市场的追求品质、时尚的综合型电商平台。小编了解到，为给消费者提供良好的购物体验，Miravia向消费者提供正品保障，进驻Miravia的商家皆是经过平台严格的筛选，确保消费者收到的商品为原厂正品；覆盖不同消费群体和不同品牌的各类产品；消费者能与商家进行实时互动并及时了解促销活动。更为关键的是，Miravia为消费者提供的免费送货以及退换货保障给到消费者极大的信心支持。
Miravia is a comprehensive e-commerce platform launched by Alibaba Group in 2022, focusing on the European market with an emphasis on quality and fashion. To provide consumers with an excellent shopping experience, Miravia guarantees authentic products, as all merchants on the platform undergo strict screening to ensure customers receive genuine items. The platform offers a wide range of products catering to different consumer groups and brands, and allows real-time interaction between consumers and merchants, along with timely updates on promotions. Most importantly, Miravia provides free shipping and a hassle-free return policy, giving consumers greater confidence in their purchases.
为何选择西班牙市场？
Why Choose the Spanish Market?
Salesforce数据显示，疫情后全球电商业务均有明显缩水现象，但西班牙却是欧洲国家中少有的正增长国家，其蕴含的电商潜力可见一斑。作为欧盟里重要的市场，西班牙电商市场发展速度更是高于欧洲其他国家，线上交易额为240亿美元，同比增长38%。其中用户网购较多的为时尚服饰（69%）、娱乐休闲（68%）以及鞋包配件、消费电子、家具等。
Salesforce data shows that global e-commerce businesses have seen significant declines post-pandemic, but Spain is one of the few European countries with positive growth, highlighting its e-commerce potential. As an important market in the EU, Spain's e-commerce market is growing faster than other European countries, with online transactions reaching $24 billion, a 38% year-on-year increase. Popular online shopping categories include fashion (69%), entertainment and leisure (68%), as well as accessories, consumer electronics, and furniture.
Miravia：侧重高价值用户、本土商家及高品质的商品
Miravia: Focusing on High-Value Users, Local Merchants, and Premium Products
和其他跨境电商平台不同的是，Miravia主要为消费者提供一流品牌和高品质产品，其目标受众是寻求优质产品的高购买力消费者。据小编了解，Miravia平台上店铺类型主要为两大类，分别是Mall店铺和普通店铺。普通店铺指的是跨境及本地各品类优质商家，而Mall店铺则是大牌运营主阵地，面向行业知名品牌开放，其中品牌直营旗舰店为主，专卖店&专营店为辅。
Unlike other cross-border e-commerce platforms, Miravia primarily offers top-tier brands and high-quality products, targeting high-purchasing-power consumers seeking premium items. The platform features two main types of stores: Mall stores and regular stores. Regular stores include high-quality cross-border and local merchants across various categories, while Mall stores serve as the main hub for well-known brands, primarily featuring flagship stores and specialty shops.
