外贸企业如何通过SEO和数字营销在"寒冬"中抢订单
外贸企业如何通过SEO和数字营销在"寒冬"中抢订单
How Foreign Trade Enterprises Can Grab Orders in the "Winter" Through SEO and Digital Marketing
2023年外贸行业面临严峻挑战 | Foreign trade industry faces severe challenges in 2023
数据显示，2023年以来上海出口集装箱综合运价指数频频跌破1000点，较一年前下跌80%，运价跌至三年来低点。与此同时，2022年11月我国进出口总值同比仅微增0.1%，增速大幅放缓。
Data shows that since 2023, the Shanghai Export Containerized Freight Index has repeatedly fallen below 1,000 points, an 80% drop from a year ago, with freight rates hitting a three-year low. Meanwhile, China's total import and export value in November 2022 increased by only 0.1% year-on-year, with growth slowing significantly.
外贸企业数字化转型势在必行 | Digital transformation is imperative for foreign trade enterprises
面对订单下降的挑战，长三角地区的外贸企业正在积极寻求数字化转型。江苏吴江的一家纺织企业通过参加海外展会，在短短一周内就收获了全年四分之一的外贸订单量。
Faced with the challenge of declining orders, foreign trade enterprises in the Yangtze River Delta region are actively seeking digital transformation. A textile company in Wujiang, Jiangsu, obtained a quarter of its annual foreign trade orders in just one week by participating in overseas exhibitions.
SEO和数字营销的关键策略 | Key strategies for SEO and digital marketing
1. Google SEO优化：针对目标市场优化网站关键词，提高在Google搜索结果中的排名。研究表明，排名第一的网页平均点击率为31.7%。
1. Google SEO optimization: Optimize website keywords for target markets to improve rankings in Google search results. Research shows that the average click-through rate for the first-ranked webpage is 31.7%.
2. 社交媒体营销：利用LinkedIn、Facebook等平台建立客户关系。数据显示，92%的B2B买家通过社交媒体与供应商互动。
2. Social media marketing: Use platforms like LinkedIn and Facebook to build customer relationships. Data shows that 92% of B2B buyers interact with suppliers through social media.
3. 内容营销：创建高质量的多语言内容，展示专业能力。包含视频的内容转化率比纯文本高86%。
3. Content marketing: Create high-quality multilingual content to demonstrate professional capabilities. Content containing videos has an 86% higher conversion rate than text-only content.
东南亚市场竞争加剧 | Intensified competition in Southeast Asian markets
值得注意的是，2022年东南亚国家出口增速大幅提升：印尼超40%，越南超30%，马来西亚、泰国、菲律宾在20%左右。这给中国外贸企业带来了新的竞争压力。
It is worth noting that in 2022, the export growth rate of Southeast Asian countries increased significantly: Indonesia over 40%, Vietnam over 30%, and Malaysia, Thailand, and the Philippines around 20%. This has brought new competitive pressure to Chinese foreign trade enterprises.
专家建议 | Expert advice
上海外国语大学国际金融贸易学院院长章玉贵认为，外贸企业的阵痛期是3到5年，转型期可能是5到7年。企业需要在这段时间内完成数字化转型，提升国际竞争力。
Zhang Yugui, Dean of the School of International Finance and Trade at Shanghai International Studies University, believes that the painful period for foreign trade enterprises is 3 to 5 years, and the transition period may be 5 to 7 years. Enterprises need to complete digital transformation during this period to enhance international competitiveness.
