2022跨境电商海外推广必选策略：AppAds与谷歌SEO双引擎驱动
图片来源：图虫创意
一面是关于裁员、劝退的消息屡见不鲜，另一面则是跨境电商大卖不断冲刺上市，这些行业现象的背后，隐藏着什么？雨果跨境结合实际调研数据整理的两份行业重量级报告或许可以给卖家朋友提供一些参考。
On one hand, news about layoffs and dismissals is common, on the other hand, cross-border e-commerce giants are rushing to go public. What's behind these industry phenomena? Hugo Cross-Border's two heavyweight industry reports based on actual research data may provide some references for sellers.
1. 平台卖家进入低利润周期，品牌意识被激发
1. Platform Sellers Enter Low-Profit Cycle, Brand Awareness Awakened
从跨境电商上市大卖的财报数据显示，八成以上的跨境大卖净利润都出现了不同程度的下滑。《中国品牌出海模式洞察及趋势情况报告》的调研数据显示，2021年虽然有32%的卖家实现利润增长，7%的卖家利润与上一年持平，但高达61%的卖家利润出现了下滑。
According to financial reports of listed cross-border e-commerce giants, over 80% have seen varying degrees of net profit decline. The "China Brand Globalization Model Insight and Trend Report" shows that in 2021, while 32% of sellers achieved profit growth and 7% maintained stable profits, a staggering 61% experienced profit declines.
这意味着跨境电商行业进入了低利润周期，如果局限于原有的模式和打法，跨境卖家将难以跳出低谷。《中国品牌出海模式洞察及趋势情况报告》指出，在此背景下，寻找新的增长点成为卖家的必然选择，一方面是拓展业务渠道，减少对既有平台的依赖，另一方面是尝试试水新业务模式，延伸经营边界。
This indicates the cross-border e-commerce industry has entered a low-profit cycle. Sticking to old models will make it difficult for sellers to recover. The report suggests sellers must find new growth points by expanding sales channels to reduce platform dependency, and exploring new business models to extend operational boundaries.
2. 独立站成本上涨、竞争加剧，倒逼品牌与客户建立长期关系
2. Rising Costs and Intensified Competition Force Brands to Build Long-Term Customer Relationships
在对全球350位业内决策人士调研后发现，竞争加剧，是品牌在2022年实现增长的最大障碍之一。各类隐私法的出台限制了一线营销人员投放广告的玩法，消费者也更偏向于屏蔽广告干扰。至此，品牌想要从广告支出中获得可观的回报变得更加艰难。
A survey of 350 global industry decision-makers found that intensified competition is one of the biggest growth obstacles in 2022. New privacy laws have restricted advertising methods, and consumers increasingly block ads, making it harder for brands to get decent returns from ad spending.
数据显示，仅在2021年第二及第三季度，付费搜索广告的CPC就增加了15%。《2022电商行业趋势报告》指出，短期绩效营销与长期品牌建设应该双管齐下。品牌建设投资并不意味着放弃绩效营销。相反，同时使用绩效营销和品牌营销，方能创造品牌终生客户和忠实的品牌"传道者"。
Data shows CPC for paid search ads increased by 15% just in Q2-Q3 2021. The 2022 E-commerce Trends Report suggests combining short-term performance marketing with long-term brand building (recommended 60:40 ratio) to create lifelong customers and brand advocates.
获取完整报告：
关注公众号"雨果网"，回复"2022趋势"下载品牌出海报告
回复"2022独立站"下载电商趋势报告
Get Full Reports:
Follow Hugo Cross-Border official account, reply "2022trend" for Brand Globalization Report
Reply "2022indie" for E-commerce Trends Report
