短视频营销助力外贸企业转型：从被动等单到主动创单的实战案例

短视频营销助力外贸企业转型：从被动等单到主动创单的实战案例

How Short Video Marketing Helps Foreign Trade Enterprises Transform: From Passive Order-Taking to Active Order-Creation

央视网消息：在全球化数字营销时代，传统外贸企业如何突破困境？广州一家灯牌生产企业的成功转型案例或许能给我们启示。

CCTV News: In the era of global digital marketing, how can traditional foreign trade enterprises break through difficulties? The successful transformation case of a Guangzhou-based sign manufacturer may give us some inspiration.

视频中自称"Tony"的24岁小伙竹宇，正通过短视频为所在企业开拓海外市场。这位在东莞长大的年轻人，凭借地道的英语口音和创意内容，在海外社交平台积累了80多万粉丝。

The 24-year-old young man named Zhuyu, who calls himself "Tony" in the videos, is helping his company explore overseas markets through short videos. This Dongguan-native has accumulated over 800,000 fans on overseas social platforms with his authentic English accent and creative content.

"我们的英国账号使用英式口音介绍产品，"竹宇介绍道，"外国网友的反应就像我们看到外国人说流利方言一样新奇。"

"Our UK account uses British accent to introduce products," Zhuyu explained, "Foreign netizens' reactions are just like our surprise when seeing foreigners speak fluent dialects."

传统电商遇瓶颈 短视频带来新机遇

Traditional E-commerce Faces Bottlenecks While Short Videos Bring New Opportunities

该企业自2010年通过电商平台开展外贸业务，但近年来传统电商获客成本攀升，订单量下滑。企业负责人冯渡表示："客户精准度下降，我们需要新的营销渠道。"

The company has been engaged in foreign trade through e-commerce platforms since 2010, but in recent years, the customer acquisition cost of traditional e-commerce has risen and order volume has declined. The person in charge Feng Du said: "The accuracy of customers has declined, we need new marketing channels."

今年初，公司决定试水海外短视频营销。商务英语专业毕业的竹宇被选中负责这一项目。"我对短视频一直很感兴趣，"竹宇回忆道，"接到这个任务时特别激动。"

At the beginning of this year, the company decided to try overseas short video marketing. Zhuyu, who graduated with a major in Business English, was selected to lead the project. "I've always been interested in short videos," Zhuyu recalled, "I was particularly excited when I got this assignment."

从零开始的探索之路

The Exploration Journey Starting From Scratch

初期团队面临诸多挑战：文化差异、内容定位、转化路径等。竹宇坦言："前半年几乎看不到效果，非常煎熬。"团队每天拍摄30-50条视频，通过A/B测试寻找最佳内容方向。

In the early stage, the team faced many challenges: cultural differences, content positioning, conversion paths, etc. Zhuyu admitted: "We saw almost no results in the first six months, it was really tough." The team shot 30-50 videos every day, using A/B testing to find the best content direction.

转折点出现在一条展示"美国字样中国造"灯牌的视频，获得4000多点赞。竹宇说："网友评论'这句话太经典了'，因为现在很多美国产品其实是中国制造。"

The turning point came with a video showing a "Made in China" American-style sign, which received over 4,000 likes. Zhuyu said: "Netizens commented 'this sentence is so classic', because many American products are actually made in China now."

短视频+产品创新 双轮驱动业务增长

Short Video + Product Innovation: Dual Engines Driving Business Growth

随着内容优化，账号影响力持续提升。现在除了对口音的赞赏，更多评论聚焦产品本身。企业通过短视频引流至独立站，不仅提升订单量，更增强了品牌国际影响力。

With content optimization, the account's influence continues to grow. Now in addition to praise for the accent, more comments focus on the products themselves. The company directs traffic from short videos to its independent website, not only increasing orders but also enhancing international brand influence.

广州市推出的跨境电商培育政策为企业转型提供了有力支持。目前广州有超2万家外贸企业开展跨境电商业务，短视频营销正成为其中重要的获客渠道。

The cross-border e-commerce cultivation policies introduced by Guangzhou provide strong support for enterprise transformation. Currently, there are more than 20,000 foreign trade enterprises in Guangzhou engaged in cross-border e-commerce business, and short video marketing is becoming an important customer acquisition channel.

行业数据：今年前三季度，我国跨境电商进出口额达1.7万亿元，同比增长14.4%，成为外贸发展新动能。

Industry Data: In the first three quarters of this year, China's cross-border e-commerce import and export volume reached 1.7 trillion yuan, a year-on-year increase of 14.4%, becoming a new driving force for foreign trade development.

这个案例证明，在数字化浪潮中，传统外贸企业通过营销创新和产品升级，完全能够实现从"等订单"到"创订单"的华丽转身。

This case proves that in the wave of digitalization, traditional foreign trade enterprises can achieve a gorgeous transformation from "waiting for orders" to "creating orders" through marketing innovation and product upgrading.