2023年海外营销：信息差能力为何成为Shopify推广与谷歌竞价的关键
【编者按】如果要给2022年的跨境电商行业选出一个年度关键词，"洗牌"一词大概会高票入选。单从平台维度来看，一方面是大量的披着明星资本、背景、光环的"新平台"入局跨境；另一方面，则是一些曾经混得风生水起的"实力"平台，在市场的绞杀中销声匿迹。
Editor's Note: If we were to choose an annual keyword for the cross-border e-commerce industry in 2022, "reshuffle" would likely be the top choice. From the platform perspective alone, on one hand, numerous "new platforms" with star capital, backgrounds, and光环 have entered the cross-border arena; on the other hand, some once-thriving "powerhouse" platforms have disappeared in the market's fierce competition.
时至年末，又到了例行的年终盘点及来年趋势预测之际。雨果跨境特联合各跨境电商平台CEO、高管，就当前卖家所关心的平台问题，及平台2023年发展新规划、新政策，进行一次深度的解读。
As the year draws to a close, it's time for the routine year-end review and next-year trend predictions. Hugo Cross-Border has collaborated with CEOs and executives from various cross-border e-commerce platforms to provide an in-depth interpretation of the platform issues currently concerning sellers, as well as new development plans and policies for 2023.
深圳小满科技有限公司CEO 杨渊
Yang Yuan, CEO of Shenzhen Xiaoman Technology Co., Ltd.
随着海外疫情恢复正常，线上流量红利消退，叠加欧美经济下行，购买力下降，欧美采购需求有较大下跌风险。TEMU的入局和良好发展势头会引发更多电商企业加入海外电商市场，广告营销成本将进一步提高。这几个因素叠加，明年海外营销获客的难度和成本会加大。
With the normalization of the overseas pandemic situation, the红利 of online traffic is fading, coupled with the economic downturn in Europe and America, purchasing power is declining, and there is a significant risk of decreased procurement demand in欧美. TEMU's entry and strong development momentum will attract more e-commerce companies to join the overseas e-commerce market, further increasing advertising and marketing costs. The叠加 of these factors will make customer acquisition in overseas marketing more difficult and costly next year.
跨境卖家要想获得持续增长，粗放经营不行了，要练好内功，通过数字化做好精细化运营和管理，利用好存量客户资产，提高每个客户的转化价值，并通过更好的服务来留住这些客户。
For cross-border sellers to achieve sustainable growth, extensive operation is no longer viable. They must strengthen their internal capabilities, implement精细 operation and management through digitalization, make good use of existing customer assets, improve the conversion value of each customer, and retain these customers through better services.
Shulex VOC负责人 何湃
He Pai, Head of Shulex VOC
商业的本质是用最低的代价促进成交，降低成本最有效的方式就是获得敌无我有的"信息差"，能够精准匹配不同国家区域消费者的独特需求进行选品，或者在品类精进中能基于power users的专业建议优化产品，这些"信息差能力"都会让我们的品牌在市场流量争夺战中具备绝对的营销主动权。
The essence of business is to promote transactions at the lowest cost. The most effective way to reduce costs is to obtain the "information gap" that others don't have, accurately matching the unique needs of consumers in different countries and regions for product selection, or optimizing products based on the professional advice of power users in category refinement. These "information gap capabilities" will give our brand absolute marketing initiative in the battle for market traffic.
所以在2023乃至可见的未来，仍然需要我们紧紧围绕以客户为中心，从用户中来，到用户中去，不断深度聆听VOC，塑造打动人心的好品牌。
Therefore, in 2023 and the foreseeable future, we still need to紧紧围绕 customer-centricity, coming from users and going back to users, continuously deeply listening to VOC, and shaping brands that打动人心.
（封面图源：图虫创意）
(Cover image source: Tuchong Creativity)
