精准的AdWords推广：跨境电商如何抓住国家政策红利
跨境电商迎来政策东风 | Cross-border E-commerce Enjoys Policy Support
在国务院新闻办公室最新发布会上，商务部部长高虎城明确表示要通过大力发展跨境电子商务，实现"不出门购全球"的消费升级目标。这为跨境电商行业注入了强心剂。
At the latest press conference of the State Council Information Office, Minister of Commerce Gao Hucheng clearly stated that vigorous development of cross-border e-commerce will achieve the goal of "shopping globally without leaving home". This has injected a shot in the arm for the cross-border e-commerce industry.
品类拓展：挖掘海外SKU蓝海 | Category Expansion: Exploring the Blue Ocean of Overseas SKUs
海外帮首席知识官刘习忠指出："目前跨境爆款不超过100个SKU，主要集中在婴幼儿食品领域。中国商品种类仅20-30万种，而发达国家单家超市商品种类就超70万种。"中高收入人群的个性化需求远未被满足，厨房用品、小家电等品类潜力巨大。
Liu Xizhong, Chief Knowledge Officer of Overseas Help, pointed out: "Currently there are no more than 100 cross-border hit SKUs, mainly concentrated in the field of infant food. China has only 200,000-300,000 types of goods, while a single supermarket in developed countries has more than 700,000 types." The personalized needs of middle- and high-income groups are far from being met, with great potential in categories such as kitchenware and small appliances.
价格优化：供应链是关键 | Price Optimization: Supply Chain is the Key
跨境电商价格涉及税费、物流等多方面因素。虽然4月8日税改会提高整体成本，但通过优化供应链仍可降低成本：
- 保税备货模式：批量进货降低物流成本
- 集货直邮模式：比普通直邮更经济
- 规模效应：摊薄仓储和操作成本
Cross-border e-commerce prices involve multiple factors such as taxes and logistics. Although the tax reform on April 8 will increase overall costs, costs can still be reduced by optimizing the supply chain:
- Bonded warehouse model: Bulk purchases reduce logistics costs
- Consolidated direct mail model: More economical than ordinary direct mail
- Economies of scale: Dilute warehousing and operating costs
监管趋严：打击假货成重点 | Stricter Regulation: Crackdown on Counterfeits Becomes Priority
跨境电商假货问题备受关注。刘习忠表示："比质量安全更紧要的是日期、假货问题。国家将严厉打击灰关渠道，保税区也会加强食品日期监控。"这预示着行业将向规范化方向发展。
The counterfeit goods issue in cross-border e-commerce has attracted much attention. Liu Xizhong said: "More urgent than quality and safety are the issues of expiration dates and counterfeit goods. The state will severely crack down on gray customs channels, and bonded zones will also strengthen monitoring of food dates." This indicates that the industry will develop in a more standardized direction.
2016年三大趋势 | Three Major Trends in 2016
- 整合上游供应商，直接对接品牌商
- 供应链智慧化，数据驱动型企业将胜出
- 政策规范化，阳光化企业将获更大发展
- Integrate upstream suppliers and directly connect with brand owners
- Intelligent supply chain, data-driven enterprises will win
- Policy standardization, transparent enterprises will achieve greater development
跨境电商正处于黄金发展期，企业应抓住政策红利，通过精准的AdWords推广和谷歌竞价策略，在规范中寻求突破，在竞争中赢得先机。
Cross-border e-commerce is in a golden period of development. Enterprises should seize policy dividends, seek breakthroughs in standardization through precise AdWords promotion and Google bidding strategies, and gain first-mover advantage in competition.
