外贸新手必看：谷歌竞价推广开户指南及亚马逊旺季备战经验
随着亚马逊旺季临近，各大卖家的财报陆续公布。中小卖家可以从这些数据中获取宝贵经验，为即将到来的销售高峰做好准备。
As Amazon's peak season approaches, major sellers have released their financial reports. Small and medium sellers can gain valuable insights from this data to prepare for the upcoming sales peak.
成功案例：盈利大卖分析
Success Stories: Analysis of Profitable Sellers
恒林股份：总营收17亿元，同比增长51%。出口业务占总营收80%。
Henglin Co.: Total revenue of 1.7 billion yuan, up 51% year-on-year. Export business accounts for 80% of total revenue.
成功因素：
- 疫情期间办公用品需求增长
- 海外仓布局降低物流成本
Key Success Factors:
- Increased demand for office supplies during pandemic
- Overseas warehouse layout reduces logistics costs
失败教训：亏损卖家分析
Lessons Learned: Analysis of Losing Sellers
通拓科技：净利润下降31.89%。主要原因：
- 国际航线减少导致运费上涨
- 防疫用品广告投入过大
- 平台服务费增加
Tongtuo Technology: Net profit decreased by 31.89%. Main reasons:
- Reduced international routes led to higher shipping costs
- Excessive advertising investment in epidemic prevention products
- Increased platform service fees
中小卖家旺季策略
Peak Season Strategies for Small/Medium Sellers
物流成本控制：尽早发货，争取更多销售时间平衡成本。
Logistics Cost Control: Ship early to gain more sales time to balance costs.
广告策略调整：考虑站外推广如网红营销和测评。
Advertising Strategy Adjustment: Consider off-site promotions like influencer marketing and product testing.
网红营销案例：奥利奥TikTok挑战赛获得3000万播放量。
Influencer Marketing Case: Oreo's TikTok challenge gained 30 million views.
测评建议：中小卖家应控制测评速度（每天约5单），选择真人测评更安全。
Product Testing Advice: Small/medium sellers should control testing speed (about 5 orders/day) and choose real-person testing for safety.
总结：中小卖家应学习大卖成功经验，避免其失败教训，通过合理策略备战旺季。
Conclusion: Small/medium sellers should learn from big sellers' successes, avoid their mistakes, and prepare for peak season with proper strategies.
