跨境电商加速发展：国际SEO与谷歌推广为外贸注入新动能
人民网记者 乔雪峰 | People's Daily reporter Qiao Xuefeng
2024年，我国跨境电商市场依然呈现出强劲的增长态势，加快成为中国外贸的新动能和高质量发展的新引擎。数据显示，2024年前三季度，中国跨境电商进出口达1.88万亿元，同比增长11.5%，均创历史新高。
In 2024, China's cross-border e-commerce market continues to show strong growth momentum, accelerating its role as a new driver for China's foreign trade and a new engine for high-quality development. Data shows that in the first three quarters of 2024, China's cross-border e-commerce imports and exports reached 1.88 trillion yuan, a year-on-year increase of 11.5%, both hitting record highs.
近年来，我国跨境电商整体规模从小到大、从大到优，已成为我国对外贸易和全球经贸领域的新亮点。目前，我国跨境电商企业数量已超12万家，跨境电商企业累计在海外注册商标超3万个。过去5年，我国跨境电商贸易规模增长超过10倍。
In recent years, China's cross-border e-commerce has grown from small to large, and from large to excellent, becoming a new highlight in China's foreign trade and the global economy. Currently, there are over 120,000 cross-border e-commerce enterprises in China, with more than 30,000 overseas trademarks registered. Over the past five years, China's cross-border e-commerce trade volume has grown more than tenfold.
随着年末购物季的到来，全球消费市场的热情被点燃，"中国制造"迎来了新的出海浪潮，许多中国特色产品通过跨境电商走出中国，走向世界。
With the arrival of the year-end shopping season, global consumer enthusiasm has been ignited, and "Made in China" is experiencing a new wave of overseas expansion. Many distinctive Chinese products are going global through cross-border e-commerce.
SEO优化与谷歌推广助力企业出海 | SEO Optimization and Google Ads Help Businesses Go Global
自改革开放之初，河南省鹿邑县便开始进行动物尾毛加工，经过40余年的发展，该县化妆刷产业链年销售额如今已经突破130亿元，被誉为"中国化妆刷之城"。
Since the beginning of reform and opening up, Luyi County in Henan Province has been engaged in animal tail hair processing. After more than 40 years of development, the county's cosmetic brush industry chain now has annual sales exceeding 13 billion yuan, earning it the title of "China's Cosmetic Brush City."
传承家族生意的"厂三代"杜高翔，是土生土长的鹿邑人，在过去的十几年里，他带领工厂历经三次转型，从原料加工到成品出售，从建立品牌到深度出海，成功将河南小镇的美妆工具产业带出国门。
Du Gaoxiang, a third-generation inheritor of the family business and native of Luyi, has led the factory through three transformations over the past decade—from raw material processing to finished product sales, from brand building to deep overseas expansion—successfully taking the beauty tools industry from this small Henan town to the world.
80年代出生的这批人，见证了国内电商平台的一路壮大，杜高翔也先后尝试了多家国内电商平台，积累了大量电商运营的经验。在剧烈的市场变化之下，身边的同行一些赶上淘系电商红利期大赚一笔，一些远赴欧美市场做起了亚马逊卖家。
Born in the 1980s, this generation witnessed the growth of domestic e-commerce platforms. Du Gaoxiang also tried several domestic e-commerce platforms, accumulating extensive e-commerce operation experience. Amid drastic market changes, some of his peers made fortunes during the Taobao e-commerce boom, while others ventured into the European and American markets as Amazon sellers.
国际SEO策略与市场选择 | International SEO Strategies and Market Selection
通过一系列深入调研，杜高翔发现，尽管欧美市场消费能力强、利润高，但在物流运输上前期投入大且风险高。而东南亚地区距离中国近，运输成本低，人口密集、经济增长迅速，拥有庞大的消费市场。2016年，他将目光放在了别人眼中"小而不起眼"的东南亚市场。
After in-depth research, Du Gaoxiang found that although the European and American markets have strong consumption power and high profits, they require significant upfront investment in logistics and transportation with high risks. In contrast, Southeast Asia is close to China with low transportation costs, dense population, rapid economic growth, and a huge consumer market. In 2016, he set his sights on the Southeast Asian market, which others considered "small and insignificant."
"出海"的选择已经确认，但东南亚基础设施建设尚不完善，"物流"成为亟须解决的首要问题。多方打听之下，杜高翔了解到百世集团于2018年在泰国设立分公司，并陆续建立覆盖东南亚地区的物流网络，欣喜之下他立刻前往泰国拜访，由此开启了双方长达数年的合作。
Although the decision to "go global" was made, Southeast Asia's infrastructure was still underdeveloped, making "logistics" the primary issue to solve. After inquiries, Du learned that Best Inc. had established a branch in Thailand in 2018 and was building a logistics network covering Southeast Asia. Delighted, he immediately visited Thailand, initiating years of cooperation between the two parties.
随着跨境电子商务的快速发展，跨境物流服务的需求和重要性逐步增加。"在合作之前，我们有跟一些小型货代公司合作，尽管价格低廉，但是无法把控物流的每个流程。例如，在海关等环节出现滞留问题，难以找到负责人来解决，这会对店铺评分和日常运营等产生重大影响。"杜高翔更倾向于选择在时效及安全性上更具有承诺保证的大型物流企业。
With the rapid development of cross-border e-commerce, the demand and importance of cross-border logistics services have gradually increased. "Before cooperation, we worked with some small freight forwarders. Although the prices were low, we couldn't control every step of the logistics process. For example, when delays occurred at customs, it was difficult to find someone responsible to resolve the issue, which significantly impacted store ratings and daily operations." Du Gaoxiang prefers large logistics companies that offer guaranteed timeliness and security.
跨境电商的SEO营销策略 | SEO Marketing Strategies for Cross-border E-commerce
跨境电商发展之所以能跑出"中国速度"，正是因为离不开广大跨境电商企业的自身努力。面对复杂严峻的外部形势，跨境电商企业以创新求变来应对市场之变，不断塑造市场竞争新优势，为我国外贸高质量发展注入新动能。
The reason cross-border e-commerce can achieve "China speed" is precisely because of the efforts of numerous cross-border e-commerce enterprises. Facing complex and severe external conditions, these companies innovate and adapt to market changes, continuously shaping new competitive advantages and injecting new momentum into China's high-quality foreign trade development.
几年来，百世以东南亚本土快递服务为基础，逐步叠加布局东南亚仓网、大件快运网络、跨境网络等，形成中国和东南亚之间一条完整的跨境业务服务链路。杜高翔通过"一单到底"，全程实时跟踪货物，从国内百世快运集货，到跨境运输，直至当地的仓储以及快递配送，让货物能够顺畅地运往东南亚市场，为他在东南亚地区的业务开展提供了坚实的保障。
Over the years, Best Inc. has built on its local express services in Southeast Asia, gradually adding Southeast Asian warehouse networks, large-item express networks, and cross-border networks, forming a complete cross-border service chain between China and Southeast Asia. Du Gaoxiang uses "end-to-end tracking" to monitor goods in real time throughout the entire process—from domestic Best Express collection to cross-border transportation, local warehousing, and express delivery—ensuring smooth transportation to the Southeast Asian market and providing solid support for his business operations in the region.
如今，越来越多传统外贸企业"乘风出海"，转型涉足跨境电商，并积极主动入驻平台、加强产品研发、开拓国际市场。我国跨境电商产业生态持续优化，通过出海企业间的强强联手，发挥各自优势，将更多优秀的中国制造产品推向全球市场。
Today, more and more traditional foreign trade enterprises are "riding the wave overseas," transitioning into cross-border e-commerce, actively joining platforms, strengthening product R&D, and exploring international markets. China's cross-border e-commerce industry ecosystem continues to optimize, with overseas enterprises forming powerful alliances to leverage their respective strengths and bring more excellent Chinese-made products to the global market.
