2024跨境电商黑五营销新趋势：TikTok崛起与流量渠道多元化
【亿邦动力独家报道】2024年跨境电商行业的"黑五网一"大促已全面展开。与往年相比，今年黑五促销周期显著延长：Temu最早于10月20日启动大促，持续47天创下平台纪录；速卖通将Choice Day、双11和黑五三场大促无缝衔接；TikTok Shop美国站从11月14日开始为期超半个月的促销；亚马逊各站点黑五活动则从11月21日起陆续开展。
【Exclusive Report by EBrun】The 2024 "Black Friday Cyber Monday" promotion in cross-border e-commerce has fully commenced. Compared to previous years, this year's Black Friday sees significantly extended promotion periods: Temu kicked off as early as October 20th with a record-breaking 47-day campaign; AliExpress seamlessly connected Choice Day, Double 11 and Black Friday promotions; TikTok Shop US launched over two weeks of promotions starting November 14th; while Amazon marketplace activities began rolling out from November 21st.
01 TikTok营销投入显著增加 红人营销成核心策略
01 TikTok Marketing Investment Surges with Influencer Strategy at Core
今年众多出海品牌将营销重心转向TikTok平台，借助其庞大的红人生态系统迎战黑五。"我们7月就开始大规模与网红合作，为黑五蓄力。"户外装备品牌OuTask负责人表示，目前通过"寄样"方式与红人合作，履约率达90%。
Many cross-border brands have shifted marketing focus to TikTok, leveraging its massive influencer ecosystem. "We started large-scale influencer collaborations in July to build momentum," said the head of outdoor gear brand OuTask, noting a 90% fulfillment rate through product seeding.
音视频设备品牌EMEET联合创始人Leo指出："今年TikTok对我们变得尤为重要。我们主要通过红人营销切入，短期内集中利用第三方红人资源。"数据显示，TikTok美国站目前内容以短视频驱动，增量可观，但存在流量不稳定问题。
EMEET co-founder Leo noted: "TikTok has become particularly important this year. We're mainly entering through influencer marketing, focusing on third-party influencers in the short term." Data shows TikTok US currently thrives on short videos with impressive growth, though traffic remains volatile.
02 联盟营销异军突起 隐藏流量渠道受关注
02 Affiliate Marketing Emerges as Hidden Traffic Channels Gain Attention
FOSHO创始人Charley透露："今年咨询联盟营销的商家明显增多，优质渠道资源8月就被预订一空。"联盟营销（Affiliate Marketing）按销售付费（CPS）的模式，能为站内销售贡献高达30%的可追踪收入。
FOSHO founder Charley revealed: "Significantly more merchants inquired about affiliate marketing this year, with premium channel resources booked up by August." The cost-per-sale (CPS) model of affiliate marketing can contribute up to 30% trackable revenue to onsite sales.
雅文传播副总裁乔元强调YouTube的潜力："旺季是YouTube营销最佳时机。平台完整的指标体系能有效评估内容效果，尤其适合高客单价产品。"研究表明，3D打印机行业60%消费者受YouTube内容影响。
Yawen VP Qiao Yuan highlighted YouTube's potential: "Peak season is ideal for YouTube marketing. Its complete metric system effectively evaluates content performance, especially for high-ticket items." Research shows 60% of 3D printer consumers are influenced by YouTube content.
03 ROI成核心指标 品牌需平衡短期与长期策略
03 ROI Becomes Key Metric as Brands Balance Short/Long-term Strategies
"今年我们更关注实际效果和现金流。"EMEET的Leo坦言。钛动科技Leon分析："出海品牌面临'先证明销量再建设品牌'的困境，需在短期增长与长期品牌资产间找到平衡。"
"We're more focused on actual results and cash flow this year," admitted EMEET's Leo. Titan Tech's Leon analyzed: "Cross-border brands face the dilemma of 'proving sales before building brands,' needing to balance short-term growth with long-term brand equity."
渔具品牌BKK通过情感营销取得突破，其YouTube视频将加蓬打造成"钓鱼圣地"，10天内获7万播放量。CMO Scott表示："情感连接的效果远超传统广告，我们正通过整合营销深化品牌影响。"
Fishing gear brand BKK achieved breakthrough through emotional marketing, with a YouTube video transforming Gabon into a "fishing holy land" gaining 70K views in 10 days. CMO Scott stated: "Emotional connections outperform traditional ads. We're deepening brand impact through integrated marketing."
专家建议：Scrumball创始人Alex指出，亚马逊卖家应将TikTok视为Listing优化工具而非直接转化渠道，通过标签策略和CPM优化可有效降低成本。同时需理性看待各平台价值，实施多元化投放策略。
Expert Advice: Scrumball founder Alex noted Amazon sellers should treat TikTok as a listing optimization tool rather than direct conversion channel, effectively reducing costs through hashtag strategies and CPM optimization. A rational, diversified approach across platforms is essential.
