品牌出海美国市场：从0到1的SEO优化策略与全渠道布局指南
图片来源：图虫创意
作为全球最大的零售市场，美国一直是中国企业出海的主力战场之一。近两年，在疫情影响下，美国电商市场蓬勃发展，不少中国企业通过跨境电商进入美国市场，并取得不俗成绩。
As the world's largest retail market, the US has always been a main battlefield for Chinese companies going global. In recent years, with the impact of the pandemic, the US e-commerce market has flourished, with many Chinese companies entering through cross-border e-commerce and achieving remarkable success.
然而，在硬币的反面，跨境电商的行业洗牌正在加剧。随着流量红利退潮，企业面临获客成本增加、用户增长瓶颈、产品同质化严重等挑战。
However, on the flip side, the cross-border e-commerce industry is undergoing intensified reshuffling. As traffic dividends recede, companies face challenges like rising customer acquisition costs, user growth bottlenecks, and severe product homogenization.
一、品牌出海第一步，建立品牌DNA
Step 1: Establishing Brand DNA
根据Criteo一项针对美国消费者的调研，超半数的购买者表示，他们的购买决策受到品牌价值的影响。35%的消费者会因品牌理念与自身价值观相符而产生复购意向。
According to a Criteo survey of US consumers, over half of buyers stated that their purchasing decisions are influenced by brand values. 35% of consumers develop repurchase intentions when brand philosophies align with their personal values.
品牌DNA包含5大因素：
Brand DNA consists of 5 key elements:
- 品牌的宗旨、愿景和使命 - 例如SHEIN以"人人都能享受时尚之美"为使命
- Brand Purpose, Vision and Mission - e.g. SHEIN's mission to "make fashion beauty accessible to all"
- 品牌价值观 - 如NEIWAI内衣品牌传递的多元包容价值观
- Brand Values - e.g. NEIWAI's inclusive "NO BODY IS NOBODY" philosophy
- 品牌的差异和定位 - 如Casper床垫创新的压缩包装
- Brand Differentiation and Positioning - e.g. Casper's innovative compressed mattress packaging
二、全渠道布局策略
Omnichannel Strategy
纵观整个美国零售市场，线下销售占比达到87%。2021年是美国线下零售增速超过电商，达到过去30年平均速度的两倍多。
In the US retail market, offline sales account for 87% of total sales. In 2021, offline retail growth surpassed e-commerce, reaching more than twice the average speed of the past 30 years.
LEEZ百货一站式赋能方案：
LEEZ Department Store's One-Stop Solution:
- 品牌孵化与曝光：独立站SEO优化、社交媒体运营、线下展会
- Brand Incubation and Exposure: Independent site SEO optimization, social media operations, offline exhibitions
- 全渠道销售：纽约曼哈顿黄金地段实体店入驻
- Omnichannel Sales: Physical store placement in prime Manhattan locations
- 主流批发渠道接入：帮助进入美国线下批发体系
- Mainstream Wholesale Channel Access: Assistance entering US offline wholesale systems
对于广大出海品牌而言，布局线下渠道进行全方位发展才能实现真正意义上的品牌出海。目前，仅有少数企业布局线下渠道。借助专业服务商，或将有机会弯道超车。
For most global brands, only by developing offline channels can true brand globalization be achieved. Currently, only a few companies have established offline presence. Partnering with professional service providers may present opportunities to overtake competitors.
