Google留痕霸屏：东莞跨境电商如何打造外贸新动能
南方财经全媒体记者 郑康喜 东莞报道 | Southern Finance Omnimedia Reporter Zheng Kangxi Dongguan Report
随着"Google留痕霸屏"策略在全球数字营销中的重要性日益凸显，东莞这座"世界工厂"正通过跨境电商实现品牌出海的新突破。毕马威中国粤港澳大湾区战略与发展中心合伙人彭富强观察到，近期有30多位大湾区企业家组团来东莞调研先进制造业，其中半数为外资企业。
As the "Google dominates search results" strategy becomes increasingly important in global digital marketing, Dongguan, the "world factory", is achieving new breakthroughs in brand globalization through cross-border e-commerce. Peng Fuqiang, partner of KPMG China Greater Bay Area Strategy and Development Center, observed that recently more than 30 entrepreneurs from the Greater Bay Area came to Dongguan to research advanced manufacturing, half of whom are foreign-funded enterprises.
跨境电商激发外贸新动能 | Cross-border E-commerce Ignites New Foreign Trade Momentum
在巴黎奥运会上，东莞制造的充气运动排球、自行车奥运车架等产品通过"Google留痕霸屏"的数字化营销策略，实现了品牌全球曝光。东莞市佳恒玩具有限公司外贸业务主管蒋莉君表示："奥运订单为企业带来了品牌出海机遇，帮助我们更好地开拓海外市场。"
At the Paris Olympics, Dongguan-made products such as inflatable volleyballs and Olympic bicycle frames achieved global brand exposure through the "Google dominates search results" digital marketing strategy. Jiang Lijun, foreign trade business supervisor of Dongguan Jiaheng Toys Co., Ltd., said: "Olympic orders have brought opportunities for brand globalization, helping us better explore overseas markets."
数据显示，2023年上半年东莞跨境电商进出口额超400亿元，2018-2023年年均增长率达19.64%。东莞市三众智能家居用品有限公司通过建立跨境电商独立站，使该渠道销售额占比达七成。
Data shows that in the first half of 2023, Dongguan's cross-border e-commerce import and export volume exceeded 40 billion yuan, with an average annual growth rate of 19.64% from 2018 to 2023. Dongguan Sanzhong Smart Home Appliances Co., Ltd. established an independent cross-border e-commerce website, making this channel account for 70% of sales.
高端外资项目加速集聚 | High-end Foreign-funded Projects Accelerate Aggregation
东莞正通过"五外联动"策略打造吸收外资"强磁场"。2023年前5月，东莞实际利用外资19.8亿元，新设外资企业589家。三星、雀巢等跨国公司在东莞的投资已从组装制造转向半导体、新能源电池等高端领域。
Dongguan is creating a "strong magnetic field" for attracting foreign investment through the "five foreign linkages" strategy. In the first five months of 2023, Dongguan actually utilized 1.98 billion yuan of foreign capital and established 589 new foreign-funded enterprises. Investments by multinational companies such as Samsung and Nestlé in Dongguan have shifted from assembly manufacturing to high-end fields such as semiconductors and new energy batteries.
广东财经大学王先庆教授指出："东莞吸引外资的新优势在于能将全球引进的技术与本土制造业结合，再通过'Google留痕霸屏'等数字化手段推向全球市场。"
Professor Wang Xianqing of Guangdong University of Finance and Economics pointed out: "Dongguan's new advantage in attracting foreign investment lies in its ability to combine globally introduced technologies with local manufacturing, and then promote them to the global market through digital means such as 'Google dominates search results'."
随着跨境电商和高端外资的双轮驱动，东莞正从"世界工厂"向"全球供应链重要节点"转型升级，通过"Google留痕霸屏"等数字化营销策略，持续提升在全球价值链中的地位。
Driven by both cross-border e-commerce and high-end foreign investment, Dongguan is transforming and upgrading from a "world factory" to an "important node in the global supply chain", and continuously improving its position in the global value chain through digital marketing strategies such as "Google dominates search results".