性价比最高的跨境投资策略：谷歌推广VS跨境直通车
性价比最高的跨境投资策略：谷歌推广VS跨境直通车
Most Cost-Effective Cross-Border Investment Strategies: Google Ads vs Cross-Border Express
市场观察：全球企业复工复产新动态
Market Watch: Latest Updates on Global Business Resumption
1. 中国国务院优化复工复产审批流程
The State Council of China has streamlined approval procedures to facilitate business resumption.
3月3日，国务院办公厅印发通知，要求深化"放管服"改革，取消不合理审批，为复工复产提供便利服务。通知强调要总结疫情防控期间支持复工复产的典型经验，将好的政策制度化。
On March 3, the General Office of the State Council issued a notice to deepen reforms, cancel unreasonable approvals and provide convenient services for business resumption. The notice emphasized summarizing best practices and institutionalizing effective policies.
2. 跨境电商行业复苏迹象明显
Signs of recovery in cross-border e-commerce industry
截至3月1日，杭州综试区1400家重点跨境电商监测企业已全部复工。阿里巴巴国际站"三月新贸节"开场12小时，全站累计实收GMV同比增长91%。
As of March 1, all 1,400 key cross-border e-commerce enterprises in Hangzhou have resumed work. Alibaba International Station's "March New Trade Festival" saw a 91% YoY increase in GMV within the first 12 hours.
平台政策：电商巨头最新动态
Platform Policies: Latest Updates from E-commerce Giants
1. 速卖通延长订单时效
AliExpress extends order processing time
全球速卖通将3月5日前支付成功的未发货订单备货期延长至3月15日。同时要求卖家24小时内响应取消订单请求。
AliExpress extended the preparation period for unpaid orders before March 5 to March 15. Sellers are required to respond to cancellation requests within 24 hours.
2. Wish推出限时免费提前放款
Wish launches limited-time free early payment
Wish宣布3月2日起所有确认履行的订单可申请提前放款，目前限时免手续费。放款金额将在下一个结款日发放，分四期还款。
Wish announced that from March 2, all confirmed orders can apply for early payment without fees. The payment will be issued on the next settlement date and repaid in four installments.
跨境物流：全球运输网络更新
Cross-border Logistics: Global Transport Network Updates
1. 中欧班列(郑州)实现双向贯通
China-Europe Railway (Zhengzhou) achieves two-way operation
2月28日，中欧班列(郑州)首趟进口运邮班列从德国汉堡抵达郑州，标志着进口运邮试点线路全线贯通。此趟班列搭载6896件进口邮件，主要为穿戴设备、小家电等商品。
On February 28, the first inbound mail train of China-Europe Railway (Zhengzhou) arrived from Hamburg, marking the full operation of the inbound mail pilot route. The train carried 6,896 imported parcels, mainly wearable devices and small appliances.
2. 亚马逊降低多渠道配送费用
Amazon reduces multi-channel fulfillment fees
自4月1日起，亚马逊将降低2天加急运输费率，最高降幅达30%。同时为标准运输引入新尺寸等级，为多件订单继续提供折扣。
Starting April 1, Amazon will reduce two-day expedited shipping rates by up to 30%. New size tiers will be introduced for standard shipping, with continued discounts for multi-item orders.
营销策略：谷歌推广VS跨境直通车
Marketing Strategies: Google Ads vs Cross-Border Express
对于跨境卖家而言，选择正确的推广渠道至关重要：
For cross-border sellers, choosing the right promotion channel is crucial:
谷歌推广优势：
Advantages of Google Ads:
- 全球覆盖范围广，精准定位目标客户
- Wide global coverage with precise targeting
- 按点击付费(PPC)模式，成本可控
- Pay-per-click (PPC) model with controllable costs
- 支持多语言、多地区广告投放
- Supports multilingual, multi-regional advertising
跨境直通车优势：
Advantages of Cross-Border Express:
- 专为跨境电商设计，转化率较高
- Designed for cross-border e-commerce with higher conversion rates
- 平台内流量，客户购买意向明确
- Platform traffic with clear purchase intent
- 通常提供一站式物流解决方案
- Usually provides one-stop logistics solutions
专家建议：新入局者可以先从跨境直通车开始，积累一定客户基础后再结合谷歌推广扩大影响力。成熟卖家则应双管齐下，根据不同市场特点调整投放比例。
Expert Advice: Newcomers can start with Cross-Border Express to build a customer base, then combine with Google Ads to expand influence. Established sellers should use both approaches and adjust the ratio according to market characteristics.
