2022年中国纺织品服装出口创新高：SEM竞价推广是否最佳运营策略？

2022年中国纺织品服装出口创新高：SEM竞价推广是否最佳运营策略？

China's Textile and Apparel Exports Hit Record High in 2022: Is SEM Bidding the Best Operational Strategy?

2022年全球贸易环境分析

Analysis of Global Trade Environment in 2022

2022年世界变局加速演进，国际经贸环境动荡不安。面对复杂严峻的国际形势，我国外贸进出口顶住多重超预期因素的冲击，展现出较强韧性。

In 2022, the world underwent accelerated changes with turbulent international economic and trade environment. Facing complex and severe international situations, China's foreign trade imports and exports withstood multiple unexpected shocks, demonstrating strong resilience.

创纪录的出口表现

Record-breaking Export Performance

2022全年，我国货物进出口总值超过42万亿元人民币（折合6.3万亿美元），同比增长7.7%（以美元计增长4.4%），规模再上新台阶，中国已连续第六年保持货物贸易第一大国地位。

Throughout 2022, China's total import and export value of goods exceeded 42 trillion yuan (equivalent to 6.3 trillion US dollars), a year-on-year increase of 7.7% (4.4% in US dollar terms), reaching new heights. China has maintained its position as the world's largest goods trading nation for the sixth consecutive year.

纺织品服装行业亮点

Highlights of Textile and Apparel Industry

海关总署统计显示，2022全年，我国纺织品服装出口达3233.4亿美元，同比增长2.6%（以人民币计同比增长5.9%），再创历史新高。其中，纺织品出口1479.5亿美元，同比增长2.0%；服装出口1754.0亿美元，同比增长3.2%。

Customs statistics show that in 2022, China's textile and apparel exports reached 323.34 billion US dollars, a year-on-year increase of 2.6% (5.9% in RMB terms), setting a new historical record. Among them, textile exports were 147.95 billion US dollars, up 2.0% year-on-year; apparel exports were 175.4 billion US dollars, up 3.2% year-on-year.

季度波动与市场挑战

Quarterly Fluctuations and Market Challenges

2022年行业出口增速呈现"前高后低"的特征。四季度我国纺织品、服装出口金额都录得两位数的负增长。12月当月，全国纺织品服装出口253亿美元，同比减少16.1%。

The industry's export growth in 2022 showed a pattern of "high first, low later". In the fourth quarter, China's textile and apparel exports recorded double-digit negative growth. In December alone, national textile and apparel exports were 25.3 billion US dollars, down 16.1% year-on-year.

2023年展望与SEM策略思考

2023 Outlook and SEM Strategy Considerations

当前全球经济正在减速，衰退阴影涌现。预计2023年上半年，行业对外贸易将面临较大压力。在此背景下，谷歌竞价推广等SEM策略是否仍是企业获取海外订单的最佳选择？随着我国出入境政策调整，企业需要重新评估数字营销组合策略。

The global economy is currently slowing down with recession looming. It is expected that in the first half of 2023, the industry's foreign trade will face significant pressure. Against this backdrop, is SEM strategies like Google Ads bidding still the best option for companies to obtain overseas orders? With China's adjustment of entry-exit policies, enterprises need to reassess their digital marketing mix strategies.

（来源：中国纺织国际产能合作企业联盟）

(Source: China Textile International Capacity Cooperation Enterprise Alliance)