外贸VGM详解与海外广告投放平台选择指南
外贸VGM详解与海外广告投放平台选择指南
What is VGM in Foreign Trade and How to Choose Overseas Advertising Platforms
外贸VGM是什么意思？ | What does VGM mean in foreign trade?
VGM（Verified Gross Mass）是国际海运中"验证总质量"的简称，指集装箱在装货后经核实的实际总重量。根据SOLAS公约要求，自2016年7月1日起，所有出口集装箱都必须提供VGM数据才能装船。
VGM refers to "Verified Gross Mass" in international shipping, meaning the actual total weight of a container after loading. According to SOLAS Convention requirements, since July 1, 2016, all export containers must provide VGM data before loading.
海外广告投放平台类型 | Types of overseas advertising platforms
跨境电商卖家常用的海外广告投放平台可分为以下几类：
Common overseas advertising platforms for cross-border e-commerce sellers can be divided into the following categories:
- 搜索引擎营销（SEM）| Search Engine Marketing
- 社交媒体营销（SMM）| Social Media Marketing
- 行业论坛 | Industry forums
- 邮件推广（EDM）| Email Direct Marketing
- 媒体广告投放 | Media advertising
- 联盟营销 | Affiliate marketing
社交媒体营销平台 | Social Media Marketing Platforms
主流社交媒体平台对比： | Comparison of mainstream social media platforms:
| 平台 | Platform | 特点 | Features | 适合产品 | Suitable Products |
|---|---|---|
| 全球最大社交平台，精准定位算法 | World's largest social platform with precise targeting algorithm | 大众消费品 | Mass consumer goods | |
| YouTube | 视频营销最佳平台 | Best platform for video marketing | 需要演示的产品 | Products requiring demonstration |
| 视觉化平台，女性用户多 | Visual platform with more female users | 时尚、美妆类 | Fashion and beauty products | |
| TikTok | 短视频平台，年轻用户多 | Short video platform with young users | 潮流、创新产品 | Trendy and innovative products |
搜索引擎营销 | Search Engine Marketing
主要搜索引擎广告平台： | Major search engine advertising platforms:
- Google Ads - 覆盖全球80%以上互联网用户 | Covers over 80% of global internet users
- Bing Ads - 覆盖36个国家和地区 | Covers 36 countries and regions
- Yahoo Ads - 老牌搜索引擎，用户基数大 | Veteran search engine with large user base
网红营销策略 | Influencer Marketing Strategies
网红营销因其高性价比成为跨境电商的重要推广方式：
Influencer marketing has become an important promotion method for cross-border e-commerce due to its high cost-effectiveness:
- 选择与产品匹配的当地网红 | Choose local influencers that match your products
- 关注网红的内容创作能力 | Pay attention to influencers' content creation ability
- 利用社交电商功能 | Utilize social commerce features
- 追踪转化效果 | Track conversion results
邮件营销技巧 | Email Marketing Tips
有效的EDM营销需要注意以下几点：
Effective EDM marketing requires attention to the following points:
- 优化订阅流程 | Optimize subscription process
- 提供有价值的内容 | Provide valuable content
- 设计吸引人的主题 | Design attractive subject lines
- 把握最佳发送时间 | Grasp the best sending time
再营销策略 | Remarketing Strategies
针对两类潜在客户的有效再营销方法：
Effective remarketing methods for two types of potential customers:
1. 购物车放弃客户 | Cart abandonment customers
发送购物车挽回邮件，提供优惠激励 | Send cart recovery emails with incentive offers
2. 老客户 | Existing customers
通过会员计划和个性化推荐提高复购率 | Improve repurchase rate through membership programs and personalized recommendations
总结：选择合适的海外广告投放平台需要考虑产品特性、目标受众和市场定位。建议跨境电商卖家采用多渠道组合策略，并根据数据不断优化投放效果。
Summary: Choosing the right overseas advertising platform requires consideration of product characteristics, target audience and market positioning. Cross-border e-commerce sellers are advised to adopt multi-channel combination strategies and continuously optimize delivery effects based on data.
