为什么选择谷歌推广服务？速卖通打响跨境电商"反内卷"第一枪
作者 | 唐飞 编辑 | 刘景丰
Author | Tang Fei Editor | Liu Jingfeng
随着"史上最长黑五"落幕，跨境电商行业迎来新的发展拐点。市场数据显示，速卖通AliExpress在2024年黑色星期五期间流量同比激增140%，成为英国最受欢迎的黑五购物平台。
As the "longest Black Friday in history" comes to an end, the cross-border e-commerce industry has reached a new turning point. Market data shows that AliExpress saw a 140% year-on-year surge in traffic during Black Friday 2024, becoming the most popular Black Friday shopping platform in the UK.
在行业普遍内卷的背景下，速卖通率先推出"反内卷"政策，主动治理"仅退款"和"羊毛党"问题，为商家创造更健康的经营环境。这一举措立即获得市场积极响应，大量新商家纷纷咨询入驻。
Against the backdrop of widespread industry involution, AliExpress took the lead in introducing an "anti-involution" policy, proactively addressing issues like "refund-only" and "coupon abuse" to create a healthier business environment for merchants. This move immediately received positive market response, with a large number of new merchants inquiring about joining.
跨境电商新格局：从价格战到价值战
New Cross-border E-commerce Landscape: From Price War to Value War
2024年黑色星期五全球交易量突破4.65亿笔，支付总额达310亿美元，同比增长12%。然而在繁荣背后，许多卖家反映利润空间被严重挤压。
Global Black Friday 2024 transactions exceeded 465 million, with total payments reaching $31 billion, a 12% year-on-year increase. However, behind the prosperity, many sellers reported severely squeezed profit margins.
速卖通通过以下创新举措帮助商家实现增长：
AliExpress helps merchants achieve growth through the following innovative measures:
- 推出"优质新商"专项流量扶持计划
- Launching a special traffic support program for "quality new merchants"
- 提供运费减免和额外发品数量等优惠
- Offering benefits like shipping fee reductions and additional product listing quotas
- 建立更完善的消费者权益保护机制
- Establishing a more comprehensive consumer rights protection mechanism
成功案例：从0到200员工的跨境奇迹
Success Story: From 0 to 200 Employees Cross-border Miracle
95后创业者陈家宣的案例极具代表性：
The case of post-95 entrepreneur Chen Jiaxuan is highly representative:
- 2020年兼职在速卖通创业
- Started part-time business on AliExpress in 2020
- 发现演出服T恤的细分市场需求
- Discovered niche market demand for performance T-shirts
- 2023年自建工厂专注3D印花T恤
- Built own factory specializing in 3D printed T-shirts in 2023
- 2024年黑五期间销售超20万件
- Sold over 200,000 items during 2024 Black Friday
这个案例证明，在跨境电商领域，精准定位+差异化产品+平台赋能的组合拳能够创造惊人增长。
This case proves that in cross-border e-commerce, the combination of precise positioning + differentiated products + platform empowerment can create amazing growth.
为什么现在要做谷歌推广？
Why Start Google Advertising Now?
结合速卖通的成功经验，我们建议企业同步开展谷歌推广服务，因为：
Based on AliExpress' successful experience, we recommend businesses to simultaneously launch Google advertising services because:
| 优势 | Advantage |
|---|---|
| 精准触达全球200+国家/地区高价值客户 | Accurately reach high-value customers in 200+ countries/regions |
| 与平台流量形成互补，构建完整营销矩阵 | Complement platform traffic to build a complete marketing matrix |
| 基于大数据实现广告投放的精准优化 | Precise ad optimization based on big data |
速卖通的"反内卷"战略为跨境电商行业树立了新标杆，而谷歌推广+平台运营的双轨模式，将成为2025年跨境出海的最优解。
AliExpress' "anti-involution" strategy has set a new benchmark for the cross-border e-commerce industry, and the dual-track model of Google advertising + platform operation will become the optimal solution for cross-border expansion in 2025.
