跨境电商营销新挑战：平台规则收紧与流量成本上涨
跨境电商营销新挑战：平台规则收紧与流量成本上涨
New Challenges in Cross-border E-commerce Marketing: Platform Policy Tightening and Rising Traffic Costs
亚马逊"封店潮"揭露虚假评论产业链
Amazon's "Store Closure Wave" Exposes Fake Review Industry Chain
近期亚马逊对中国跨境电商卖家的"封店潮"打击，让一条游离于平台之外的虚假评论刷单产业链浮出水面。6月16日，亚马逊公开谴责社交媒体没有采取更多措施来防止虚假评论的征集。
Amazon's recent crackdown on Chinese cross-border e-commerce sellers has exposed an off-platform fake review industry chain. On June 16, Amazon publicly criticized social media platforms for not doing enough to prevent fake review solicitations.
跨境电商营销达人"牛津小马哥"向记者透露，整个跨境电商圈明显感受到脸书也在收紧广告投放政策，两个月前甚至一度停止整个中国区的开户业务。
Cross-border e-commerce marketing expert "Oxford Xiaomage" revealed that the entire industry has clearly felt Facebook tightening its advertising policies, even suspending new account openings in China two months ago.
广告巨头政策收紧
Advertising Giants Tighten Policies
从9月21日起，谷歌将推出新系统针对多次违反谷歌广告政策的广告商，执行"三振出局"政策。脸书也在收紧广告政策，不允许卖家注册多个账号。
Starting September 21, Google will implement a new "three-strike" system against advertisers who repeatedly violate policies. Facebook is also tightening ad policies, prohibiting sellers from registering multiple accounts.
流量成本持续上涨
Traffic Costs Continue to Rise
根据脸书二季度财报显示，其广告业务收入285.8亿美元，同比增长56%，广告平均价格同比上涨47%。谷歌CPC点击计费广告价格约为1美元，同比上涨40%。
Facebook's Q2 report shows ad revenue reached $28.58 billion, up 56% YoY, with average ad prices rising 47%. Google's CPC ad prices reached about $1, a 40% increase.
DTC品牌迎来新机遇
New Opportunities for DTC Brands
受访营销人士建议卖家多平台引流，并表示DTC品牌正迎来历史性机遇。以安科创新为例，其在亚马逊封店潮的打压下，上半年营收仍同比增长52.24%。
Marketing experts recommend multi-platform traffic acquisition, noting DTC brands are facing historic opportunities. Anker Innovations, for example, achieved 52.24% revenue growth despite Amazon's crackdown.
跨境电商营销新趋势
New Trends in Cross-border E-commerce Marketing
随着平台规则收紧和流量成本上涨，跨境电商卖家需要：
- 严格遵守平台广告政策
- 建立多元化营销渠道
- 打造品牌价值
- 探索新兴流量平台
With tightening platform policies and rising traffic costs, cross-border sellers need to:
- Strictly comply with platform advertising policies
- Establish diversified marketing channels
- Build brand value
- Explore emerging traffic platforms
