外贸企业如何通过Shopee开拓东南亚市场：从开店到运营的完整指南

外贸企业如何通过Shopee开拓东南亚市场：从开店到运营的完整指南

How to Expand into Southeast Asian Market through Shopee: A Complete Guide from Store Setup to Operation

随着疫情后东南亚电商市场的爆发式增长，Shopee作为该地区领先的电商平台，吸引了众多中国跨境卖家的关注。本文将详细介绍Shopee开店流程、运营技巧以及广告投放策略，帮助外贸企业顺利进入这个潜力巨大的市场。

With the explosive growth of Southeast Asia's e-commerce market post-pandemic, Shopee, as the leading e-commerce platform in the region, has attracted attention from many Chinese cross-border sellers. This article details the Shopee store setup process, operation techniques, and advertising strategies to help foreign trade companies successfully enter this promising market.

一、Shopee开店所需材料 | Shopee Store Registration Requirements

1. 营业执照 | Business license
2. 法人手持身份证正反面 | Photos of legal representative holding ID card (front and back)
3. 主营外贸店铺链接和近期流水 | Links to main foreign trade stores and recent transaction records
4. 公司办公地址 | Company office address

二、店铺选品策略 | Product Selection Strategy

关键步骤：分析Shopee前台20个月销售数据→计算平均值→在1688/拼多多寻找货源→设置产品组合（引流款/利润款/爆款）→匹配套装折扣
Key steps: Analyze 20 months of sales data on Shopee front page → Calculate average → Find suppliers on 1688/Pinduoduo → Set product portfolio (traffic products/profit products/best-sellers) → Match bundle discounts

选品技巧：选择3-5级小类目，竞争较小更容易成为类目TOP。初期建议选择与同行销售、价格和风格相似的产品。
Selection tip: Choose subcategories (level 3-5) with less competition to become category TOP more easily. Initially, select products similar to competitors in terms of sales, price and style.

三、广告测品方法 | Advertising Testing Methods

• 同时测试多个链接 | Test multiple links simultaneously
• 研究竞品主图点击率 | Study competitors' main image CTR
• 使用手动模式投放广告 | Use manual mode for ads
• 添加精准关键词到标题 | Add precise keywords to titles

四、新品开发策略 | New Product Development Strategy

当店铺拥有权重后，通过分析爆款产品评论发现买家痛点，针对性地开发满足需求的产品。
When the store gains weight, analyze reviews of best-selling products to identify buyer pain points and develop products that meet these needs.

五、供应链管理 | Supply Chain Management

初期：在1688/拼多多寻找现货 | Early stage: Find ready-made products on 1688/Pinduoduo
后期：小批量备货 | Later stage: Small batch stocking

六、广告选词技巧 | Advertising Keyword Selection

选择点击率高于类目平均水平的词，提高广告效果。
Select keywords with CTR higher than the category average to improve ad performance.

更多跨境电商干货，请关注公众号：跨境电商加油站
For more cross-border e-commerce insights, follow our WeChat official account: Cross-border E-commerce Gas Station