跨境电商销售与谷歌合作推广：2024外贸企业开年布局观察

跨境电商销售与谷歌合作推广：2024外贸企业开年布局观察

Cross-border E-commerce and Google Partnership: Observations on Foreign Trade Enterprises' New Year Strategies

新年伊始，中国外贸企业正以"双线作战"的姿态开启2024年：一边加紧完成现有订单，一边积极开拓全球市场。记者走访发现，跨境电商销售和谷歌合作推广已成为企业出海标配。

At the beginning of the new year, Chinese foreign trade enterprises are starting 2024 with a "two-front war" strategy: while accelerating order fulfillment, they are actively expanding into global markets. Field research shows that cross-border e-commerce sales and Google partnership promotions have become standard practices for overseas expansion.

全球参展：外贸企业获客新常态

Global Exhibitions: The New Normal for Customer Acquisition

江苏凯序金原纸塑包装有限公司的生产线正满负荷运转，赶制来自欧美和东南亚的订单。"我们近期将赴海外拜访客户，争取开门红，"总经理赵磊表示。该公司产品已覆盖北美、欧洲、中东和澳大利亚市场。

The production lines of Jiangsu Kaixu Jinyuan Paper-Plastic Packaging Co., Ltd. are operating at full capacity to fulfill orders from Europe, America and Southeast Asia. "We will visit overseas clients soon to achieve a good start," said General Manager Zhao Lei. The company's products have reached markets in North America, Europe, the Middle East and Australia.

无锡泽华经贸有限公司董事长张俊刚从德国慕尼黑国际体育用品展归来，收获200多万元意向订单。"市场越疲软，我们越要主动出击，"张俊说，"接下来将赴美国参加拉斯维加斯国际服装展。"

Zhang Jun, chairman of Wuxi Zehua Trading Co., Ltd., recently returned from the ISPO Munich with over 2 million yuan in intended orders. "The weaker the market, the more proactive we should be," Zhang said, adding that he will attend the MAGIC Show in Las Vegas next.

跨境直播：外贸营销新风口

Cross-border Live Streaming: The New Frontier

"元旦期间我们的宠物用品直播效果很好，"宁波新东方工贸CEO朱秋城表示，"2024年将加大跨境直播投入，通过实时互动开发适销产品。"阿里巴巴数据显示，2023年跨境直播观看量同比增长127%，带来156%的商机增长。

"Our live streaming for pet products during New Year's Day performed very well," said Zhu Qiuheng, CEO of Ningbo New Oriental Industry & Trade. "We will increase investment in cross-border live streaming in 2024 to develop marketable products through real-time interaction." Alibaba data shows that cross-border live streaming views increased by 127% year-on-year in 2023, driving 156% growth in business opportunities.

欧佩克机械设备总经理徐镜钱要求销售团队每人每天必须完成两场直播。"直播让海外买家看到真实工厂，"徐镜钱分享成功经验，"需要做好预热、真诚沟通和专业展示。"其数字人直播已吸引印尼、沙特和美国客户。

Xu Jingqian, general manager of OPEC Machinery, requires the sales team to conduct two live streams per person daily. "Live streaming shows overseas buyers real factories," Xu shared the successful experience, noting that "pre-event promotion, sincere communication and professional presentation" are key. Their digital avatar live streaming has attracted clients from Indonesia, Saudi Arabia and the US.

产品创新：差异化竞争核心

Product Innovation: The Core of Differentiation

欧佩克机械开发了天然气压缩机等特种设备，2023年业绩增长33.5%。广东万家乐的新款壁挂炉具备智能温控和多重安全保护，出口额翻倍。"技术创新是应对贸易保护主义的最佳武器，"万家乐关务经理吴柳燕表示。

OPEC Machinery developed special equipment like natural gas compressors, achieving 33.5% growth in 2023. Macro's new wall-mounted boilers feature smart temperature control and multiple safety protections, with exports doubling. "Technological innovation is the best weapon against trade protectionism," said Wu Liuyan, customs manager of Macro.

商务部发言人何亚东表示："虽然全球贸易环境面临不确定性，但中国外贸的韧性和活力将持续显现。"随着RCEP等政策红利释放，跨境电商和海外仓等新业态将为外贸增长提供新动能。

Ministry of Commerce spokesperson He Yadong stated: "Despite global trade uncertainties, the resilience and vitality of China's foreign trade will continue to show." With policy dividends like RCEP taking effect, new models like cross-border e-commerce and overseas warehouses will provide new momentum for foreign trade growth.