2025年中国消费趋势与SEO外贸运营新机遇
作者 | 蓝鲨消费 魏强 Author | LanSha Consumer Wei Qiang
在国内外政治经济形势复杂多变的背景下，消费领域机遇与挑战并存。12月7日，在蓝鲨消费主办的2024消费产业独角兽峰会上，毕马威中国风险管理合伙人高原分享了《经济新周期与消费新机遇》的见解。
Amidst complex and ever-changing domestic and international political and economic landscapes, the consumer sector presents both opportunities and challenges. On December 7th, at the 2024 Consumer Industry Unicorn Summit hosted by LanSha Consumer, Gao Yuan, Risk Management Partner at KPMG China, shared insights on "New Economic Cycles and New Consumer Opportunities."
经济新周期下的消费现状 Current State of Consumption in the New Economic Cycle
2024年前三季度中国GDP同比增长4.8%，社会消费品零售总额增长3.3%，消费对经济增长的拉动作用减弱。但9月份数据显示消费动能边际回暖，预计四季度政策效果将进一步显现。
China's GDP grew by 4.8% year-on-year in the first three quarters of 2024, with total retail sales of consumer goods increasing by 3.3%. The contribution of consumption to economic growth has weakened, but September data shows marginal recovery in consumption momentum, with policy effects expected to further manifest in the fourth quarter.
2025年消费四大关键词 Four Key Trends for 2025 Consumption
- 价值消费：情绪价值和功能价值并重 Value Consumption: Emotional value and functional value
- 出海战略：企业全球化布局势在必行 Global Expansion: Essential for corporate globalization
- 低线市场：下沉市场成为新增长点 Lower-tier Markets: Emerging as new growth areas
- 企业内功：强化核心运营管理能力 Corporate Capabilities: Strengthening core operational management
行业细分趋势与SEO机遇 Sector-specific Trends and SEO Opportunities
在奢侈品、服装、美妆、食品饮料和餐饮等行业，数字化转型和线上渠道发展为SEO运营带来新机遇：
In sectors like luxury goods, apparel, cosmetics, F&B, and catering, digital transformation and online channel development present new opportunities for SEO operations:
- 奢侈品：数字化营销与沉浸式体验 Luxury: Digital marketing and immersive experiences
- 服装：可持续理念与国潮出海 Apparel: Sustainability and Chinese style going global
- 美妆：科技创新与个性化推荐 Cosmetics: Technological innovation and personalized recommendations
- 食品饮料：健康概念与线上线下融合 F&B: Health concepts and O2O integration
外贸SEO运营建议 Foreign Trade SEO Recommendations
针对出海企业，SEO运营应关注：
For companies expanding globally, SEO operations should focus on:
- 多语言关键词优化 Multilingual keyword optimization
- 本地化内容策略 Localized content strategy
- 跨境电商平台优化 Cross-border e-commerce platform optimization
- 全球品牌故事传播 Global brand storytelling
2025年，尽管面临挑战，但中国消费市场仍将保持韧性，为SEO运营和外贸出口创造新的增长空间。
In 2025, despite challenges, China's consumer market will maintain its resilience, creating new growth opportunities for SEO operations and foreign trade exports.