低价螺旋策略在2024年出海市场还适用吗？佛山谷歌竞价推广企业需警惕风险
每经记者 叶晓丹 编辑 董兴生 | Daily Economic News Reporter Ye Xiaodan, Editor Dong Xingsheng
2024年末，"别让电商低价'卷死'中小企业"的呼声越来越高。无论是国内制造业还是跨境电商出海企业，都在反思低价竞争对商业生态的长期影响。
At the end of 2024, the call to "prevent e-commerce low prices from squeezing out SMEs" is growing louder. Both domestic manufacturers and cross-border e-commerce companies are rethinking the long-term impact of price wars on business ecosystems.
从方便面、瓶装水到新能源汽车、云计算，2024年各行业都深陷价格战。虽然低价策略能帮助企业在初期快速占领市场，但长期来看，"低价螺旋"正在伤害行业健康发展。
From instant noodles and bottled water to new energy vehicles and cloud computing, all industries were caught in price wars in 2024. While low-price strategies can help companies quickly capture market share initially, the "low-price spiral" is harming healthy industry development in the long run.
佛山谷歌竞价推广专家指出，随着各国关税政策调整，单纯依靠低价策略的出海模式面临严峻挑战。某造车新势力的爆雷案例证明，没有稳固基本盘的企业采用"杀敌一千自损八百"的低价策略难以为继。
Foshan Google Ads experts note that with tariff policy adjustments worldwide, overseas expansion relying solely on low-price strategies faces severe challenges. The collapse of a new EV maker proves that companies without solid foundations cannot sustain the "mutual destruction" approach of deep price cuts.
代工企业的转型困境 | Challenges in OEM Transformation
许多出海企业从代工起步，逐步发展为大型供应商。目前这些企业面临两条路径：
Many overseas companies started as OEMs before growing into major suppliers. These firms now face two paths:
- 继续代工但提升科技含量 | Continue OEM business with higher technology content
- 转型自主品牌建设 | Transition to building proprietary brands
上市公司财报显示，代工业务虽然毛利率低但规模稳定；而品牌业务虽然利润空间大，但需要巨额营销投入，佛山SEM推广成本居高不下。
Public company reports show OEM businesses offer low margins but stable scale, while branding promises higher profits but requires massive marketing investments, with Foshan SEM costs remaining high.
跨境电商的新挑战 | New Challenges in Cross-Border E-commerce
随着各国开始征收小额包裹税甚至叫停部分跨境电商平台，低价策略面临新考验。特别是特朗普2.0时代可能带来的关税政策变化，将进一步压缩中国制造的价格优势。
With countries imposing small parcel taxes or even banning some cross-border platforms, low-price strategies face new tests. Potential tariff changes in the Trump 2.0 era may further erode Chinese manufacturing's price advantages.
在非洲等价格敏感市场，中国产品已面临越南、马来西亚等国的低价竞争。明智的企业正在采取三种破局策略：
In price-sensitive markets like Africa, Chinese products already face low-price competition from Vietnam and Malaysia. Savvy companies are adopting three breakthrough strategies:
- 聚焦高利润产品，提升效率 | Focus on high-margin products and improve efficiency
- 产品升级基础上适度提价 | Moderate price increases based on product upgrades
- 多元化布局分散风险 | Diversify operations to mitigate risks
佛山谷歌竞价推广专家建议，出海企业应该建立品牌溢价能力，而非陷入无止境的价格战。通过精准广告投放和本地化运营，在目标市场打造差异化竞争优势。
Foshan Google Ads experts recommend that overseas companies build brand premium capabilities rather than engage in endless price wars. Through precision advertising and localized operations, they can create differentiated competitive advantages in target markets.
