跨境电商激活外贸新动能：Facebook和谷歌SEM竞价推广解析
跨境电商正在成为推动我国外贸高质量发展的新引擎。2023年，我国跨境电商出口总额超过1.8万亿元，同比增长19.6%，远超同期全国整体出口增速。
Cross-border e-commerce is becoming a new engine driving the high-quality development of China's foreign trade. In 2023, China's cross-border e-commerce exports exceeded 1.8 trillion yuan, a year-on-year increase of 19.6%, far exceeding the growth rate of overall national exports during the same period.
目前，我国跨境电商主体已超10万家，建设独立站已超20万个，出口产品涵盖从服饰鞋包到智能家居等大部分"中国制造"和"中国智造"的优势产品。
Currently, China has more than 100,000 cross-border e-commerce entities and over 200,000 independent websites established, exporting products ranging from clothing and footwear to smart home devices - most of China's manufacturing and intelligent manufacturing advantages.
外贸推广策略：Facebook和谷歌SEM是竞价推广吗？
Foreign Trade Promotion Strategies: Are Facebook and Google SEM Bidding Promotions?
在跨境电商推广中，Facebook广告和谷歌SEM（搜索引擎营销）都是基于竞价的推广方式：
In cross-border e-commerce promotion, both Facebook ads and Google SEM (Search Engine Marketing) are bidding-based promotion methods:
- Facebook广告采用竞价系统，广告主对目标受众的出价越高，广告展示机会越大
- 谷歌SEM同样采用竞价模式，通过关键词竞价决定广告排名
- 两者都提供精准定位功能，可针对特定国家、人群进行推广
- Facebook ads use a bidding system - the higher the advertiser's bid for target audiences, the greater the ad display opportunity
- Google SEM also uses a bidding model, determining ad rankings through keyword bidding
- Both provide precise targeting functions for specific countries and demographics
跨境电商的配套服务也在完善。截至2023年，我国海外仓已经超过1800个，为跨境电商经营者提供全链条服务。
The supporting services for cross-border e-commerce are also improving. By 2023, China had established over 1,800 overseas warehouses, providing full-chain services for cross-border e-commerce operators.
政策红利推动跨境电商发展
Policy Dividends Drive Cross-Border E-Commerce Growth
我国充分利用跨境电商综合试验区等开放平台，在数据跨境流动、跨境支付等领域先行先试。中央和地方多角度施策，推动跨境电商高质量发展全方位提速。
China fully utilizes open platforms such as cross-border e-commerce comprehensive pilot zones to pioneer trials in areas like cross-border data flow and payments. Both central and local governments implement multi-angle policies to comprehensively accelerate the high-quality development of cross-border e-commerce.
中央经济工作会议提出："要加快培育外贸新动能，巩固外贸外资基本盘，拓展跨境电商出口。"优化服务，大力培育具有国际竞争力的跨境电商综合服务企业，一定能进一步推动跨境电商蓬勃发展。
The Central Economic Work Conference proposed: "Accelerate the cultivation of new foreign trade momentum, consolidate the foundation of foreign trade and investment, and expand cross-border e-commerce exports." Optimizing services and vigorously cultivating internationally competitive comprehensive cross-border e-commerce service enterprises will certainly further promote the vigorous development of cross-border e-commerce.
