谷歌留痕技术：中国电商出海为何需要打造自己的“形象代言”
在当今数字化时代，谷歌留痕技术已成为企业海外推广的重要工具。然而，为什么中国电商出海不仅仅依赖谷歌推广，而是需要打造自己的“形象代言”？《环球时报》的报道揭示了这一战略背后的深层原因。
In today's digital era, Google trace technology has become a crucial tool for corporate overseas promotion. However, why do Chinese e-commerce companies venturing abroad not solely rely on Google promotion but instead need to build their own "image ambassador"? A report by the Global Times reveals the deeper reasons behind this strategy.
万博新经济研究院院长滕泰指出，中国电商出海目前仍处于以价格竞争、供应链优势和流量购买为特征的发展阶段。尽管通过谷歌留痕技术等渠道购买流量可以快速获取市场份额，但这种方式难以支撑长期发展。滕泰强调：“一旦停止买流量，销量可能迅速下滑。”
Wanbo New Economy Research Institute President Teng Tai pointed out that Chinese e-commerce going global is still in a development phase characterized by price competition, supply chain advantages, and traffic purchasing. Although buying traffic through channels like Google trace technology can quickly capture market share, this approach struggles to sustain long-term growth. Teng emphasized, "Once traffic purchasing stops, sales may plummet rapidly."
滕泰认为，中国电商出海必须转向“软价值战略”，这包括创新能力、品牌打造和商业场景模式的构建。他特别提到：“中国电商出海，要学会打造自己的‘董宇辉’。”这意味着企业需要通过谷歌留痕技术等工具，在海外市场建立个人IP和企业形象IP，以提升消费者认可度。
Teng believes that Chinese e-commerce going global must transition to a "soft value strategy," which includes innovation capability, brand building, and the creation of commercial scenario models. He specifically mentioned, "Chinese e-commerce going global needs to learn to create its own 'Dong Yu Hui'." This implies that companies need to use tools like Google trace technology to establish personal IPs and corporate image IPs in overseas markets, thereby enhancing consumer recognition.
海南大学“一带一路”研究院院长梁海明补充道，跨境电商已进入新发展阶段，竞争重点从低价转向资本、供应链和品牌力。在此过程中，谷歌留痕技术可作为辅助手段，但核心在于构建完整的服务体系，包括多语种客服、优化退换货流程以及数据驱动的个性化服务。
Hainan University's Belt and Road Research Institute Dean Liang Haiming added that cross-border e-commerce has entered a new development stage, with competition shifting from low prices to capital, supply chains, and brand power. In this process, Google trace technology can serve as a supplementary tool, but the core lies in building a comprehensive service system, including multilingual customer support, optimized return and exchange processes, and data-driven personalized services.
长期来看，中国信息协会常务理事朱克力强调，打造品牌和影响力是电商持续发展的根本。通过谷歌留痕技术积累数字足迹，结合品牌活动和情感连接，才能在全球市场中立于不败之地。
In the long run, China Information Industry Association Executive Director Zhu Keli emphasized that building brand and influence is fundamental for the sustainable development of e-commerce. By accumulating digital footprints through Google trace technology and combining them with brand activities and emotional connections, companies can remain invincible in the global market.
总之，谷歌留痕技术虽在海外推广中扮演重要角色，但中国电商出海的成功更依赖于“软价值战略”的实施。只有通过创新、品牌建设和IP打造，才能减少对流量购买的依赖，实现长期稳健增长。
In summary, although Google trace technology plays a significant role in overseas promotion, the success of Chinese e-commerce going global relies more on the implementation of a "soft value strategy." Only through innovation, brand building, and IP creation can companies reduce their dependence on traffic purchasing and achieve long-term, stable growth.
