跨境电商2024：寒冬还是热辣滚烫？Flipkart与谷歌商店广告推广策略分析
跨境电商2024：寒冬还是热辣滚烫？Flipkart与谷歌商店广告推广策略分析
Cross-border E-commerce 2024: Winter or Sizzling Hot? Flipkart and Google Store Advertising Strategy Analysis
图片来源：图虫创意
跨境电商行业正面临两极分化的局面。2023年，澳洲跨境家居平台Brosa倒闭、巴西最大电商Americanas停止跨境业务、京东关闭印尼和泰国站点...这些新闻似乎预示着行业寒冬。
Yet cross-border e-commerce is showing a polarized situation. In 2023, Australian cross-border home furnishing platform Brosa went bankrupt, Brazil's largest e-commerce Americanas suspended cross-border business, and JD.com closed its sites in Indonesia and Thailand... These news seem to herald an industry winter.
但韩国市场却呈现完全不同的景象。大韩商工会议所将"中国产品空降"列为2023韩国经济十大关键词之一。数据显示，2023年韩国人网购中国产品的交易额已超过美国，其中中国豆浆机的交易额同比激增1000多倍！
However, the South Korean market presents a completely different picture. The Korea Chamber of Commerce and Industry listed "Chinese product airdrop" as one of the top 10 economic keywords of 2023. Data shows that in 2023, South Koreans' online purchases of Chinese products exceeded those from the US, with Chinese soy milk makers seeing a 1000+ times year-on-year surge in transaction volume!
01 快时尚独立站：牛仔裤年入上亿美金的秘密 | Fast Fashion Independent Sites: The Secret to $100M Annual Revenue from Jeans
在电商增速放缓的存量时代，平台流量成本已占到销售额的30-40%，而企业毛利率往往不超过30%。这迫使更多卖家转向独立站。
In an era of slowing e-commerce growth, platform traffic costs now account for 30-40% of sales, while corporate gross margins generally do not exceed 30%. This is forcing more sellers to turn to independent sites.
以Flamingo为例，它选择"牛仔"这一细分赛道，通过亚马逊云科技优化独立站性能，使网站响应时间提升50%，订单转化率提高20%。
Take Flamingo as an example. It chose the "denim" niche and optimized the performance of its independent site through AWS, improving website response time by 50% and order conversion rate by 20%.
02 中国版"ZARA"的出海奇迹 | The Overseas Miracle of China's "ZARA"
禾观科技成立仅4年就实现300%的年均增速，年销售额突破3亿美金。其成功秘诀在于：
Heguan Technology achieved an average annual growth rate of 300% and annual sales exceeding $300 million in just 4 years. The secret to its success lies in:
- 基于Amazon SageMaker的智能选款系统
- Intelligent product selection system based on Amazon SageMaker
- C2M数据驱动的潮流预测
- C2M data-driven trend prediction
- 全球供应链的实时溯源
- Real-time traceability of global supply chain
03 AI赋能：99%好评率与300%转化率的秘密 | AI Empowerment: The Secret to 99% Positive Rating and 300% Conversion Rate
西班牙AI网红Aitana Lopez月入1万欧元广告费，展示了生成式AI在电商中的巨大潜力。店匠科技的BetaCreator平台借助AWS的Stable Diffusion模型，实现：
Spanish AI influencer Aitana Lopez earns €10,000 monthly in advertising fees, demonstrating the huge potential of generative AI in e-commerce. Dianjiang Technology's BetaCreator platform, powered by AWS's Stable Diffusion model, achieves:
- 模特快速生成与换脸
- Rapid model generation and face swapping
- 商品变款与背景更换
- Product variation and background replacement
- 创意爆款内容生产
- Creative hit content production
04 亚马逊云科技：全链条赋能跨境电商 | AWS: End-to-End Empowerment for Cross-border E-commerce
数据显示，80%的中国出海企业选择亚马逊云科技，原因包括：
Data shows that 80% of Chinese companies going global choose AWS, for reasons including:
- 全球基础设施覆盖
- Global infrastructure coverage
- 电商专属解决方案
- E-commerce specific solutions
- 安全合规保障
- Security and compliance guarantees
- 成本优化能力
- Cost optimization capabilities
IDC报告显示，亚马逊云科技在中国企业出海IaaS市场占比接近80%，稳居领导者地位。
IDC reports show that AWS accounts for nearly 80% of the IaaS market for Chinese companies going global, firmly maintaining its leadership position.
3月29日深圳大中华喜来登酒店，亚马逊云科技将举办出海全球化论坛，分享最新跨境电商成功案例。
On March 29 at the Sheraton Shenzhen Futian Hotel, AWS will host the Globalization Forum to share the latest cross-border e-commerce success stories.
