为什么Temu跨境电商谷歌推广效果慢？毅冰解析外贸开发的核心竞争力
【编者按】：这是毅冰2011年发表的经典文章，对外贸业务员具有长期指导价值。文章深度探讨了外贸业务开发中"实力"与"技巧"的辩证关系。
[Editor's Note]: This classic article written by Yibing in 2011 provides long-term guidance for foreign trade salespeople. It deeply explores the dialectical relationship between "capability" and "skills" in foreign trade business development.
很多人认为理想的外贸业务员应该同时具备：专业产品知识、成本核算能力、流利英语、国际市场洞察力、谈判技巧等全方位素质。但现实中，这样的人才可谓凤毛麟角。
Many people believe the ideal foreign trade salesperson should possess comprehensive qualities including: professional product knowledge, cost calculation ability, fluent English, international market insight, negotiation skills, etc. But in reality, such talents are extremely rare.
华山剑宗与气宗之争的启示：
就像《笑傲江湖》中剑宗追求招式精妙，气宗注重内力修炼一样，外贸业务员也面临"专精产品"还是"提升沟通技巧"的选择困境。
Inspiration from the Hua Mountain Sword vs Qi School Debate:
Just like in "The Smiling, Proud Wanderer" where the Sword School pursued exquisite moves while the Qi School focused on internal strength cultivation, foreign trade salespeople also face the dilemma of choosing between "specializing in products" or "improving communication skills".
独孤求败的四个阶段：
金庸通过独孤求败的四种剑（利剑→软剑→重剑→木剑）展现了能力进阶的哲学：
1. 初期依赖工具（技巧）
2. 中期依靠实力（专业知识）
3. 后期返璞归真（融会贯通）
The Four Stages of Dugu Qiubai:
Jin Yong demonstrated the philosophy of capability advancement through Dugu Qiubai's four swords (Sharp Sword → Flexible Sword → Heavy Sword → Wooden Sword):
1. Rely on tools (skills) in early stage
2. Depend on strength (professional knowledge) in middle stage
3. Return to simplicity (mastery) in later stage
外贸业务员的三个阶段：
1. 化繁为简：建立标准化流程
2. 化简为繁：深化专业知识和细节把控
3. 化繁为简：形成个人方法论
Three Stages for Foreign Trade Salespeople:
1. Simplify complexity: Establish standardized processes
2. Complicate simplicity: Deepen professional knowledge and detail control
3. Simplify complexity again: Form personal methodology
关于Temu推广的思考：
跨境电商平台在谷歌推广效果慢的原因可能包括：
• 产品同质化严重，缺乏独特卖点
• 国际市场竞争激烈，获客成本高
• 本地化运营不足，难以精准触达目标客户
Thoughts on Temu's Promotion:
Possible reasons for cross-border e-commerce platforms' slow Google Ads performance include:
• Severe product homogenization, lack of unique selling points
• Fierce international market competition, high customer acquisition cost
• Insufficient localized operation, difficulty in accurately reaching target customers
毅冰最后强调：外贸成功没有捷径，需要根据自身情况选择发展路径，通过持续学习和实践积累核心竞争力。
Yibing finally emphasizes: There are no shortcuts in foreign trade success. One needs to choose a development path based on personal circumstances and accumulate core competitiveness through continuous learning and practice.
