2023年海外营销：信息差能力如何助力跨境电商弯道超车

2023年海外营销：信息差能力如何助力跨境电商弯道超车

Overseas Marketing in 2023: How Information Gap Capabilities Help Cross-border E-commerce Overtake Competitors

【核心观点】 随着海外市场竞争加剧，掌握"信息差能力"将成为2023年跨境电商成功的关键因素。

【Key Insight】 As overseas market competition intensifies, mastering "information gap capabilities" will become a key success factor for cross-border e-commerce in 2023.

2022年跨境电商行业经历重大洗牌，新平台不断涌现，而部分老牌平台则逐渐退出市场。随着2023年的到来，海外营销环境将面临三大挑战：

In 2022, the cross-border e-commerce industry underwent significant reshuffling, with new platforms emerging while some established ones gradually exited the market. As 2023 approaches, overseas marketing will face three major challenges:

1. 流量红利消退与获客成本上升

1. Declining Traffic Dividends and Rising Customer Acquisition Costs

随着海外疫情常态化，线上流量红利逐渐消退。TEMU等新兴平台的崛起将加剧市场竞争，预计广告营销成本将上涨30-50%。

With the normalization of the overseas pandemic, online traffic dividends are gradually fading. The rise of new platforms like TEMU will intensify market competition, with advertising costs expected to increase by 30-50%.

2. 欧美市场需求萎缩

2. Shrinking Demand in European and American Markets

欧美经济下行导致消费者购买力下降，预计2023年Q1采购需求将同比下降15-20%。跨境卖家需要开拓新兴市场并优化现有客户价值。

The economic downturn in Europe and America has reduced consumer purchasing power, with Q1 2023 procurement demand expected to decrease by 15-20% year-on-year. Cross-border sellers need to explore emerging markets and optimize existing customer value.

3. 数字化转型的迫切需求

3. Urgent Need for Digital Transformation

目前80%的跨境SaaS用户面临数据孤岛问题。2023年，打通各系统数据、实现精细化运营将成为卖家提升竞争力的关键。

Currently, 80% of cross-border SaaS users face data silo issues. In 2023, integrating system data and achieving refined operations will be key to enhancing competitiveness.

信息差能力：2023年海外营销制胜法宝

Information Gap Capability: The Winning Formula for 2023 Overseas Marketing

Shulex VOC负责人何湃指出："商业的本质是用最低成本实现交易，而信息差能力是降低成本的最有效方法"。具体表现在：

He Pai, head of Shulex VOC, pointed out: "The essence of business is to achieve transactions at the lowest cost, and information gap capability is the most effective way to reduce costs". This is specifically reflected in:

• 精准把握不同地区消费者需求差异，实现选品优化

• Accurately grasp differences in consumer demand across regions to achieve product selection optimization

• 基于专业用户反馈改进产品，提升转化率

• Improve products based on professional user feedback to increase conversion rates

• 通过数据挖掘发现潜在市场机会

• Discover potential market opportunities through data mining

深圳小满科技CEO杨渊建议："2023年跨境卖家必须从粗放式经营转向精细化运营，重点提升客户终身价值(LTV)"。具体措施包括：

Yang Yuan, CEO of Shenzhen Xiaoman Technology, suggested: "In 2023, cross-border sellers must shift from extensive operations to refined operations, focusing on improving customer lifetime value (LTV)". Specific measures include:

1. 建立完善的客户数据平台(CDP)，实现360度客户画像

1. Establish a complete customer data platform (CDP) to achieve 360-degree customer profiling

2. 通过营销自动化提升客户触达效率

2. Improve customer reach efficiency through marketing automation

3. 提供个性化服务和售后支持，增强客户粘性

3. Provide personalized services and after-sales support to enhance customer stickiness

【2023行动建议】 立即开始收集和分析客户数据，建立信息差优势；优先选择提供数据打通服务的SaaS供应商；将至少30%的营销预算投入客户留存和再营销。

【2023 Action Recommendations】 Start collecting and analyzing customer data immediately to establish information gap advantages; prioritize SaaS providers that offer data integration services; allocate at least 30% of marketing budget to customer retention and remarketing.