Google推广新趋势：东南亚后欧洲成出海热土，阿里、拼多多、SHEIN加速布局
随着跨境电商平台在北美和东南亚市场取得成功，Google推广策略正将目光转向欧洲市场。阿里巴巴集团总裁迈克尔·埃文斯近日在巴黎技术会议上明确表示，欧洲将成为阿里在中国以外建立本地业务和在线平台的首选目的地。
Following the success of cross-border e-commerce platforms in North America and Southeast Asia, Google promotion strategies are now shifting focus to the European market. Alibaba Group President Michael Evans recently stated at a technology conference in Paris that Europe will be the primary destination for Alibaba to establish local operations and online platforms outside of China.
除了阿里巴巴，拼多多旗下TEMU、Shopee和SHEIN等平台都将欧洲市场作为近年发展重点。值得注意的是，通过专业的Google推广服务，这些平台正在加速欧洲市场的布局，但亚马逊在该地区的稳固地位仍是不可忽视的挑战。
In addition to Alibaba, platforms such as Pinduoduo's TEMU, Shopee, and SHEIN have all identified the European market as a key development focus in recent years. Notably, through professional Google promotion services, these platforms are accelerating their deployment in the European market, although Amazon's solid position in the region remains a challenge that cannot be ignored.
东南亚市场的成功经验为欧洲扩张提供了重要参考。Lazada集团首席运营官秦潇强调，Google推广必须结合本地化运营策略，在东南亚，平台需要从基础链路开始建设，包括与商家逐一沟通培训，这与直接复制国内经验完全不同。
The successful experience in the Southeast Asian market provides an important reference for European expansion. Lazada Group COO Qin Xiao emphasized that Google promotion must be combined with localized operation strategies. In Southeast Asia, platforms need to build from the basic links, including one-on-one communication and training with merchants, which is completely different from directly copying domestic experience.
阿里巴巴已初步形成"跨境+本地"的Google推广模式布局。速卖通作为覆盖欧美、日韩市场的主力平台，与Lazada、Trendyol、Daraz等本地化子平台形成协同效应。最新财报显示，阿里国际商业整体营收同比增长39%，证明这一策略的有效性。
Alibaba has initially formed a "cross-border + local" Google promotion model layout. As the main platform covering European, American, Japanese, and Korean markets, AliExpress has formed synergistic effects with localized sub-platforms such as Lazada, Trendyol, and Daraz. The latest financial report shows that Alibaba's international commerce overall revenue increased by 39% year-on-year, proving the effectiveness of this strategy.
欧洲电商市场的巨大潜力吸引了众多玩家。数据显示，2022年欧洲电商市场总收入达到6340亿美元，预计到2026年将超过1.1万亿美元。TEMU、SHEIN等平台通过创新的Google推广方式和本土化运营，正在挑战亚马逊的市场地位。
The huge potential of the European e-commerce market has attracted numerous players. Data shows that the total revenue of the European e-commerce market reached $634 billion in 2022 and is expected to exceed $1.1 trillion by 2026. Platforms such as TEMU and SHEIN are challenging Amazon's market position through innovative Google promotion methods and localized operations.
然而，欧洲市场的Google推广并非易事。跨境电商平台不仅要解决税务、仓储等基本问题，还要面对亚马逊占据主导地位的竞争格局。Shopee退出欧洲市场的案例表明，单纯依靠价格优势难以在欧洲市场立足。
However, Google promotion in the European market is not easy. Cross-border e-commerce platforms not only need to solve basic problems such as taxation and warehousing, but also face a competitive landscape where Amazon dominates. The case of Shopee's withdrawal from the European market shows that relying solely on price advantages is insufficient to establish a foothold in the European market.
专家认为，成功的Google推广策略需要深度本土化。从建立海外仓到理解当地消费习惯，从税务合规到品牌建设，每个环节都需要专业化的运营。随着更多中国电商平台加入欧洲市场竞争，专业的Google推广服务将成为制胜关键。
Experts believe that successful Google promotion strategies require deep localization. From establishing overseas warehouses to understanding local consumption habits, from tax compliance to brand building, every link requires professional operation. As more Chinese e-commerce platforms join the competition in the European market, professional Google promotion services will become the key to success.