巧用谷歌搜索留痕：黑五过后，跨境卖家实现恒旺增长的支付与平台新解

巧用谷歌搜索留痕：黑五过后，跨境卖家实现恒旺增长的支付与平台新解

Mastering Google Search Footprint: Post-Black Friday Solutions for Cross-border Sellers to Achieve Sustained Growth via Payment and Platform Strategies

图片来源：图虫创意

89亿美元——2021年黑色星期五的销售额最终定格于此。根据Adobe Analytics的数据，这一数字略低于2020年的90亿美元，标志着黑五销售额连年增长的神话首次被打破。许多卖家回过神来，开始意识到线下客流量下降、线上流量增加与实际销售额之间的偏差。消费者的购物狂欢不再如往年般集中爆发于黑五当日。

While consumer shopping habits have rapidly shifted online and China's supply chain advantages are globally recognized, the reversal of Black Friday's year-on-year sales growth warrants closer attention. Several key factors are at play:

• 线下客流复苏缓慢，但未及疫前水平：数据显示，感恩节和黑五的线下客流量同比2020年增长47.5%，但相较于2019年仍下降了28.3%。

• 促销战线提前，消费力被稀释：受全球供应链挑战影响，许多零售商和平台卖家早在10月就启动了黑五促销。德勤报告指出，在黑五到来前，消费者已花掉了80%-85%的节日礼物预算，导致黑五当日的购买力大打折扣。

这一系列变化导致部分卖家的备货与运营计划出现偏差。年终旺季虽过，跨境战场却未平静，反而上演着各种“众生相”：有的卖家爆单忙得不亦乐乎，有的则面临库存积压，思考转型。

This shift has led to discrepancies in inventory and operational plans for some sellers. The post-peak-season cross-border arena is far from quiet, showcasing a variety of scenarios: some sellers are overwhelmed with orders, while others grapple with excess stock and contemplate pivoting.

无论是追求持续爆单，还是清理库存、开拓新市场，卖家们的核心诉求都指向两点：一是快速回笼资金，提升现金流效率；二是高效开拓新销售渠道，布局新市场。尤其是在亚马逊即将于2022年1月上涨仓储等相关费用的节点前，这些需求更为迫切。

然而，理想丰满，现实骨感。许多中小卖家在实践过程中，常被“降本提效”这四个字难住，具体体现在：

However, bridging the gap between theory and practice is challenging. Many small and medium-sized sellers often find themselves constrained by the goal of "reducing costs and improving efficiency", primarily due to:

1. 高成本 (High Costs): 旺季服务费用水涨船高，其中跨境收款费率居高不下，严重侵蚀利润。正如一位深圳卖家所言：“高费率偷走‘奶酪’，且跨境收款流程复杂、收付不便。”
2. 低效率 (Low Efficiency): 面对看似机会众多的新平台，卖家却常因入驻流程繁琐、缺乏资源支持而却步。一位杭州卖家反馈：“入驻周期长、优惠少，缺乏快速通道。”

难道没有两全其美的解决方案吗？答案是肯定的。与其卖家独自奔波，不如选择一条整合捷径——Payoneer派安盈。如果您对Payoneer的印象还停留在过去，那么可能正错过其为卖家量身打造的强大赋能体系。

Is there an optimal solution that addresses both? Absolutely. Instead of navigating these challenges alone, sellers can opt for an integrated shortcut – Payoneer. If your perception of Payoneer is outdated, you might be missing out on its powerful, tailor-made empowerment ecosystem for sellers.

01 支付革新：随心付助力“谷歌搜索留痕”与广告投放降本

01 Payment Innovation: “随心付” Helps Reduce Costs for "Google Search Footprint" and Ad Campaigns

Payoneer深刻理解卖家需求，推出的“随心付”功能直击痛点。它不仅支持使用账户余额进行“0手续费”支付，满足条件还可享月费返还，更可叠加新客奖励与额外返利，综合奖励力度最高可达4.25%。

This tool is designed to meet sellers' needs to directly use their revenue to pay for overseas expenses such as CPC advertising (like Google Ads), logistics, platform fees, and procurement. It simplifies settlement and makes cross-border payments more efficient, directly helping to lower the cost of creating effective "Google search footprint" through advertising. (For latest details, enter “随心付” in Payoneer's official WeChat account.)

02 平台赋能：“品牌方舟-卖家腾飞计划”拓宽增长航道

02 Platform Empowerment: “Brand Ark - Seller Ascend Program” Broadens Growth Channels

除了支付优化，在平台拓展方面留下深刻的“谷歌搜索留痕”也至关重要。Payoneer的“品牌方舟-卖家腾飞计划”正是为此而生。该计划整合了六大蓝海平台、四大独立站资源，并提供谷歌广告金优惠，总行业补贴超1800万。

Beyond payment optimization, establishing a strong "Google search footprint" through platform expansion is crucial. Payoneer's “Brand Ark - Seller Ascend Program” is designed for this purpose. It aggregates resources from six blue-ocean platforms, four major independent sites, and offers Google Ad credits, with total industry subsidies exceeding $2.8 million.

该计划提供五大补贴利多，旨在以高效、低成本的方式帮助品牌卖家，特别是中小卖家，快速入驻新平台，布局独立站，并利用谷歌广告等渠道精准获客，从而在目标市场中建立起强大的在线可见性和可持续的增长路径，实现真正的“恒旺”。

The program offers five major subsidies, aiming to help brand sellers, especially SMEs, quickly access new platforms, set up independent sites, and leverage channels like Google Ads for precise customer acquisition. This helps build powerful online visibility and sustainable growth trajectories in target markets, achieving true "sustained prosperity."

总结：在后黑五时代，跨境卖家的竞争已从单纯的促销战，升级为包含资金效率、成本控制、渠道拓展与精准营销（如优化谷歌搜索留痕）在内的综合实力比拼。通过借助Payoneer在支付与平台入驻方面的整合解决方案，卖家能够有效应对“降本提效”的核心挑战，在清理库存、回笼资金的同时，稳健开拓新市场，为年终乃至来年的持续增长打下坚实基础。

Conclusion: In the post-Black Friday era, competition for cross-border sellers has evolved from mere promotional battles to contests of comprehensive strength encompassing capital efficiency, cost control, channel expansion, and precision marketing (such as optimizing Google search footprint). By leveraging Payoneer's integrated solutions for payments and platform access, sellers can effectively address the core challenge of "reducing costs and improving efficiency." This enables them to clear inventory, recoup funds, and steadily explore new markets, laying a solid foundation for sustained growth through year-end and beyond.

[1], [2] “免费付款”指使用Payoneer账户余额支付时免付支付手续费，具体活动条款以Payoneer官方公布为准。