备战2022夏日购物季：跨境电商爆单攻略与Meta营销指南
跨境电商上半年犹如坐上过山车，面临着封号不停、汇率起伏、运力紧张等种种挑战。而在这个背景下，平台站和独立站双轨布局模式成为共识，如何实现精准引流和降本增效一直是卖家的终极命题。
Cross-border e-commerce has been like riding a roller coaster in the first half of the year, facing various challenges such as account suspensions, exchange rate fluctuations, and tight shipping capacity. In this context, the dual-track layout model of platform stores and independent stores has become a consensus, and how to achieve precise traffic acquisition and cost reduction has always been the ultimate proposition for sellers.
一、夏日购物季的市场机遇
1. Market Opportunities of Summer Shopping Season
夏日购物季美国销售额增幅排名第三的节日，仅次于黑五和Prime会员日。2020年夏促期间，服饰品类电商销售额达到$1,447亿美元，占2020年服饰类整体销售额的30%。
The summer shopping season ranks third in terms of sales growth among US holidays, second only to Black Friday and Prime Day. During the 2020 summer promotion, e-commerce sales of apparel reached $144.7 billion, accounting for 30% of total apparel sales in 2020.
二、2022夏促热卖品类预测
2. 2022 Summer Hot-selling Categories Prediction
以下四类产品是美国市场的夏促的主攻方向：
- 夏季的服饰和配饰
- 运动及健身服饰
- 户外用品和夏季用品
- 过季商品清仓甩卖
The following four categories are the main focus of the US summer promotion market:
- Summer clothing and accessories
- Athletic and fitness apparel
- Outdoor and summer supplies
- Seasonal clearance sales
三、夏促消费主力人群分析
3. Analysis of Main Consumer Groups in Summer Promotion
千禧世代是夏日购物季当仁不让的主角。其中，夏促的主力人群是26-41岁的女性，消费者更加追求低价但是性价比更高的品牌和产品。
Millennials are undoubtedly the protagonists of the summer shopping season. Among them, the main consumer group is women aged 26-41, who pursue brands and products with lower prices but higher cost performance.
四、Meta夏日大促营销策略
4. Meta Summer Promotion Marketing Strategies
把握夏促节奏，掌握流量密码：通常卖家从4月就已经开始准备夏季大促，从6月开始进入宣传的黄金时期。
Grasp the rhythm of summer promotion and master the traffic code: Sellers usually start preparing for the summer promotion as early as April, and enter the golden period of promotion from June.
阶梯式降价策略：
- 第一阶段：主推当季热卖品，利用会员折扣、首次物折扣等轻度折扣
- 第二阶段：针对基础款设置多件产品组合折扣
- 第三阶段：利用更大力度的折扣拉动过季商品销售
Step-by-step price reduction strategy:
- Phase 1: Focus on seasonal bestsellers with mild discounts like membership discounts and first-purchase discounts
- Phase 2: Offer bundle discounts for basic items
- Phase 3: Use deeper discounts to promote off-season products
五、飞书深诺×Meta夏日爆单指南直播
5. MeetWorld × Meta Summer Explosive Order Guide Live Streaming
直播内容：
- 夏促热卖品类：从户外场景切入，洞察市场与人群
- 利用Meta解决方案规划媒体布局备战夏日大促
- 精准把握营销节奏，夏日大促投放秘籍
Live content:
- Summer hot-selling categories: Insights into markets and consumer groups from outdoor scenarios
- Using Meta solutions to plan media layout for summer promotions
- Accurately grasp marketing rhythm and summer promotion advertising secrets
活动时间：2022年5月12日（周四）15:00-16:30
Event time: May 12, 2022 (Thursday) 15:00-16:30
