为什么非洲客户在谷歌推广中占比高？跨境通旗下优壹电商的进口业务解析
为什么非洲客户在谷歌推广中占比高？跨境通旗下优壹电商的进口业务解析
Why Do African Clients Dominate in Google Ads? An Analysis of Cross-Border E-Commerce's Import Business
图片来源：图虫创意
2022年4月30日，跨境通公布了2021年财报。数据显示，2021年跨境通营业总收入达88.18亿元，其中进口电商业务营收61.22亿元，占总收入的69.43%。
On April 30, 2022, Cross-Border E-Commerce released its 2021 financial report. The data shows that the company's total operating revenue reached 8.818 billion yuan, with import e-commerce business contributing 6.122 billion yuan, accounting for 69.43% of total revenue.
跨境通目前主要运营两大业务线：一是以ZAFUL为代表的自营出口业务；二是以上海优壹电商为主体的进口电商业务，为国际品牌提供"一站式"整合服务。
Cross-Border E-Commerce currently operates two main business lines: the self-operated export business represented by ZAFUL, and the import e-commerce business centered on Shanghai Youyi E-Commerce, providing "one-stop" integrated services for international brands.
优壹电商的成长历程
The Growth Journey of Youyi E-Commerce
成立于2011年的优壹电商已深耕跨境进口业务11年，形成了"产品-销售-推广-物流-客服"全链路运营体系，主要经营母婴、保健品、个护美妆等品类。
Founded in 2011, Youyi E-Commerce has been deeply involved in cross-border import business for 11 years, forming a complete operation system covering "product-sales-promotion-logistics-customer service", mainly dealing in maternal and child products, health products, personal care and cosmetics.
优壹电商的商业模式包括：
Youyi E-Commerce's business model includes:
- B2C自营：在天猫等平台开设品牌旗舰店
- B2B分销：供货给京东、唯品会等平台
- B2C Self-operation: Operating brand flagship stores on platforms like Tmall
- B2B Distribution: Supplying products to platforms like JD.com and Vipshop
强大的供应链体系
Strong Supply Chain System
优壹电商与众多国际知名品牌建立了合作关系：
Youyi E-Commerce has established cooperative relationships with many internationally renowned brands:
- 母婴类：达能集团旗下诺优能、爱他美
- 保健品：辉瑞、雀巢
- 个护美妆：丝塔芙等
- Maternal and Child: Nutricia and Aptamil under Danone Group
- Health Products: Pfizer, Nestlé
- Personal Care and Cosmetics: Cetaphil, etc.
社交电商的成功实践
Successful Practice in Social E-Commerce
优壹电商早在2018年就开始布局社交电商，通过与李佳琦等头部主播合作取得显著成效。例如：
Youyi E-Commerce started laying out social e-commerce as early as 2018 and achieved remarkable results through cooperation with top anchors like Li Jiaqi. For example:
- 丝塔芙白泡芙双瓶装：2分钟卖出3.8万支
- 美蒂菲缩氨酸拉丝颈霜：5分钟卖出1.2万件
- Cetaphil White Foam Cleanser Twin Pack: Sold 38,000 units in 2 minutes
- Medipeel Peptide Neck Cream: Sold 12,000 units in 5 minutes
成功的三大关键因素
Three Key Success Factors
- 精准定位：以母婴产品为切入点，逐步扩展至保健品和个护美妆
- 资源整合：全渠道销售+全链路解决方案
- 创新营销：充分利用社交电商和直播带货
- Precise Positioning: Starting with maternal and child products, gradually expanding to health products and personal care & cosmetics
- Resource Integration: Omni-channel sales + full-chain solutions
- Innovative Marketing: Making full use of social e-commerce and live streaming
2022年，优壹电商将继续深耕母婴市场，拓展社交平台合作，优化产品结构，实现业务持续增长。
In 2022, Youyi E-Commerce will continue to deepen its presence in the maternal and child market, expand cooperation with social platforms, optimize product structure, and achieve sustainable business growth.
