十年SEM推广经验分享：谷歌竞价助力"蓉品出海"跨境电商战略
封面新闻记者 易弋力 - "我们今年上线的独立站，销量每个月有10%到20%的增长。"成都艾美时尚商贸有限责任公司总经理蒲文斌从事女鞋跨境电商出口生意已有8年。
【跨境电商新机遇】 成都制鞋企业正迎来跨境电商黄金期。去年底不到200家，今年数量翻倍增长。为促进"蓉品出海"，10月16日，"蓉品出海 数通全球"2024成都"跨境电商+产业带"出口专项活动在双流区启动。
Cover News Reporter Yi Yili - "Our newly launched independent website has seen a monthly sales growth of 10% to 20%," said Pu Wenbin, General Manager of Chengdu Aimei Fashion Trading Co., Ltd., who has been in the cross-border e-commerce export business of women's shoes for 8 years.
[New Opportunities in Cross-border E-commerce] Chengdu shoe manufacturers are embracing a golden period of cross-border e-commerce. From less than 200 companies at the end of last year, the number has doubled this year. To promote "Chengdu Products Going Global", the "Chengdu Products Going Global, Digital Connectivity Worldwide" 2024 Chengdu "Cross-border E-commerce + Industrial Belt" export special event was launched in Shuangliu District on October 16.
深入产业带：破解供需匹配难题
Deep Dive into Industrial Belts: Solving Supply-Demand Matching Challenges
成都市商务局相关负责人表示，当前最大需求在于供给侧与需求侧的匹配。许多工厂想转型做跨境电商却不知如何开始，而电商平台又需要优质供应链入驻。
解决方案包括：
1. 建立"源头工厂"名单
2. 编制《成都跨境电商出海服务手册》
3. 举办系列产业带专场活动
A spokesperson from Chengdu Commerce Bureau stated that the biggest current demand lies in matching supply and demand. Many factories want to transition to cross-border e-commerce but don't know how to start, while e-commerce platforms need quality supply chains.
Solutions include:
1. Establishing a "source factory" list
2. Compiling the "Chengdu Cross-border E-commerce Going Global Service Manual"
3. Organizing a series of industrial belt special events
SEM营销策略：谷歌竞价实战经验
SEM Marketing Strategies: Practical Google Ads Experience
对于十年以上的SEM推广账户，谷歌竞价推广需注意：
• 关键词优化：针对鞋类产业带特点选择长尾词
• 广告组结构：按产品线/市场细分
• 质量得分提升：优化着陆页相关性
• 转化跟踪：设置完善的转化漏斗
For SEM accounts over ten years old, Google Ads promotion requires attention to:
• Keyword Optimization: Select long-tail keywords based on footwear industry characteristics
• Ad Group Structure: Segment by product line/market
• Quality Score Improvement: Optimize landing page relevance
• Conversion Tracking: Set up complete conversion funnels
产业带数字化转型：从代工到品牌出海
Industrial Belt Digital Transformation: From OEM to Brand Globalization
成都作为"中国女鞋之都"，拥有1600多家鞋类企业。2023年成都鞋靴品类在Amazon销售额同比增长50%，占全球女鞋5.9%市场份额。
跨境电商专家陈海权教授指出："品牌化经营是关键，中小企业'跨境出海'正走向品牌化时代。AI等新技术的应用正在改变电商运营模式。"
Chengdu, known as the "Capital of Chinese Women's Shoes", has over 1,600 footwear enterprises. In 2023, Chengdu's footwear category sales on Amazon increased by 50% year-on-year, accounting for 5.9% of the global women's shoe market share.
Cross-border e-commerce expert Professor Chen Haiquan pointed out: "Brand operation is key. SMEs' 'cross-border expansion' is entering an era of branding. The application of new technologies like AI is changing e-commerce operation models."
项目成果：签约合作助推产业升级
Project Achievements: Signed Contracts Boost Industrial Upgrade
活动现场，聚商汇赢、淼森兆鑫贸易等鞋靴产业带出海合作项目成功签约。预计2024年第四季度通过跨境电商实现3亿美元销售增量。
成都市商务局表示，将深度整合政府、企业、协会、平台及服务商资源，构建完善的跨境电商生态体系。
At the event, overseas cooperation projects for footwear industrial belts such as Jushang Huiying and Miaosen Zhaoxin Trading were successfully signed. It is estimated that cross-border e-commerce will achieve $300 million in additional sales in the fourth quarter of 2024.
The Chengdu Commerce Bureau stated that it will deeply integrate resources from government, enterprises, associations, platforms and service providers to build a complete cross-border e-commerce ecosystem.
