跨境电商资金周转与谷歌竞价推广指南：8大爆款选品策略

跨境电商资金周转与谷歌竞价推广指南：8大爆款选品策略

Cross-border E-commerce Capital Management & Google Ads Guide: 8 Winning Product Selection Strategies

前言：
老话说得好，选择比努力更重要。这话放在做生意上似乎更合适，方向选择错了，怎么努力都是徒劳。那放在外贸上，就是选品。选品选得不对，怎么努力打广告都是在烧钱。

Introduction:
As the old saying goes, choice is more important than effort. This seems particularly true in business - if you choose the wrong direction, all your efforts will be in vain. In foreign trade, this means product selection. Choosing the wrong products means all your advertising efforts are just burning money.

1. 从自己有把握的领域下手 | Start with Your Area of Expertise

做产品的老板们应该都知道，不管是哪一行，里面的水其实都非常深。尤其是在创业初期，你的业务、客户都还不成熟，这个时候选择自己完全陌生的领域，学习的时间成本太大，公司很难支撑下去。

Product owners should understand that every industry has its complexities. Especially in the early stages of entrepreneurship when your business and customer base aren't mature, venturing into completely unfamiliar territory requires significant learning time that many startups can't afford.

2. 小众是个好赛道，但不一定适合新公司 | Niche Markets Are Good But Not Always for Startups

也认识很多老板是做小众领域的，做的也都风生水起。但是这不意味着新公司就适合做，顾名思义，小众就是需求小，培养客户需要很长的时间。

While many successful entrepreneurs operate in niche markets, this doesn't mean they're suitable for new companies. By definition, niche markets have smaller demand and require longer time to cultivate customers.

3. 避免产品水土不服 | Avoid Products That Don't Translate Well

我们做外贸最终是要把东西卖到国外的，用户是外国人。那就是说，不是我们觉得好的东西他们也觉得好。

In foreign trade, we're ultimately selling to international customers. What we consider good products might not appeal to foreign buyers in the same way.

4. 爆单产品要不要跟进的问题 | Should You Follow Viral Products?

爆单是所有电商公司都梦寐以求的事情，但是别人做一款产品爆单了，我们要不要跟进，这个要慎重。

While viral products are every e-commerce company's dream, carefully consider whether to follow trending products - success often depends on hidden advantages you may not have.

5. 不要被工贸一体锁死思路 | Don't Let Manufacturing Limit Your Thinking

自己有优势的产品当然要坚持做，还要做好。但是是不是可以根据需求定期更新产品线？

While you should maintain your core manufacturing strengths, consider regularly updating product lines based on market demand - sometimes small packaging changes can create bestsellers.

6. 建议轻起步 | Start Light When Possible

除非本身就是做专业产品的，否则新公司不太建议直接做特别专业的产品。

Unless specializing in technical products, new companies should avoid highly specialized items requiring extensive technical expertise that takes time to develop.

7. 如果可以的话尽量做复购 | Prioritize Repeat Purchases When Possible

都知道现在的流量越来越贵，获得一个新客户的话流量投放、人工这些都是成本。

With rising customer acquisition costs, products enabling repeat purchases can significantly reduce marketing expenses over time.

8. 利润的控制 | Profit Margin Control

外贸的附加成本太多了，比如物流等等，这个时候选择利润率过低的产品，很可能出现的一个情况就是看着很热闹，每天出单量很大，但是一个月算下来纯利润少的可怜。

Given high additional costs in foreign trade (like logistics), products with too low profit margins may generate impressive sales volume but disappointing net profits - aim for 10-30% margins.

总结：
外贸的成败主要就是流量的获取和选品两个方面，如果这两个做一个对比的话，选品或许更重要一些。

Conclusion:
Success in foreign trade depends on both traffic acquisition and product selection - with product selection being arguably more crucial. Remember that traffic serves and enhances products, not the other way around.