Temu和谷歌竞价推广效果分析 | 亚马逊11月热卖品类深度复盘
随着通货膨胀影响消费行为，2022年假日购物季呈现新趋势
As inflation impacts consumer behavior, the 2022 holiday shopping season shows new trends
根据Jungle Scout第三季度报告显示，55%的消费者计划因通货膨胀调整假日购物计划。2021年美国消费者假日季平均支出为826.12美元，而今年67%的消费者预计支出将低于500美元。
According to Jungle Scout's Q3 report, 55% of consumers plan to adjust their holiday shopping plans due to inflation. In 2021, the average spending of U.S. consumers during the holiday season was $826.12, while this year 67% of consumers expect to spend less than $500.
节日装饰品类销售下滑明显
Significant decline in holiday decoration sales
在计划缩减开支的消费者中，20%表示将减少节日装饰用品的购买。与2021年同期相比，2022年11月部分节日装饰品类收入和销量均出现下降：
Among consumers planning to cut spending, 20% said they would reduce purchases of holiday decorations. Compared with the same period in 2021, some holiday decoration categories saw declines in both revenue and sales in November 2022:
- 饰品(Ornaments)：收入下降49%，销量下降57%
- 节日贺卡(Holiday Cards)：收入下降21%，销量下降17%
- 花环(Wreaths)：收入下降20%，销量下降14%
- 礼物包装(Gift Wrap)：收入下降13%，销量下降17%
亚马逊11月爆款产品TOP10
Amazon's Top 10 Best-Selling Products in November
- 丑萌节日毛衣(Ugly Holiday Sweater)：收入增长9264%，相关搜索量增长2081%
- 法兰绒睡衣套装(Flannel PJ Set)：收入增长8945%，相关搜索量增长768%
- 带灯装饰花环(Decorative Garland with Lights)：收入增长7268%，相关搜索量增长946%
- 假日浴室套装(Holiday Bathroom Set)：收入增长5765%，相关搜索量增长1026%
- 星形树顶饰(Star Tree Topper)：收入增长5394%，相关搜索量增长134%
营销策略建议
Marketing Strategy Recommendations
面对消费紧缩，消费者更倾向于选择打折商品或二手物品。对于季节性商品卖家而言，把握节日促销时机和优化关键词投放至关重要。Temu和谷歌竞价推广可帮助商家精准触达目标客户。
Faced with spending cuts, consumers are more inclined to choose discounted or second-hand goods. For seasonal product sellers, seizing holiday promotion opportunities and optimizing keyword targeting are crucial. Temu and Google Ads can help merchants accurately reach target customers.
封面图源/图虫创意 | Cover image source/Tuchong Creative
