中国制造业出海指南：如何通过SEM和谷歌竞价实现高效海外推广
在全球经济格局复杂多变的今天，中国制造业正面临"不出海就出局"的现实挑战。36氪《CEO锦囊》出海季特邀行业专家，分享中国制造业如何通过SEM营销和谷歌竞价推广实现高效出海。
In today's complex global economic landscape, Chinese manufacturing faces the reality of "go global or be out". 36Kr's "CEO Toolkit" Going Global Season invited industry experts to share how Chinese manufacturers can achieve efficient overseas expansion through SEM marketing and Google Ads.
一、中国制造业出海三大阶段 | Three Stages of Chinese Manufacturing Going Global
中企集团CTO胡广斌指出："中国制造业出海经历了外贸代工→产品输出→品牌建设三个阶段。当前阶段的核心是建立品牌力，而SEM和谷歌竞价是品牌建设的有效工具。"
Hu Guangbin, CTO of Zhongqi Group, pointed out: "Chinese manufacturing going global has gone through three stages: OEM→product export→brand building. The core of the current stage is to establish brand power, and SEM and Google Ads are effective tools for brand building."
二、淮安谷歌竞价推广怎么做？ | How to Do Google Ads in Huai'an?
针对淮安地区企业的谷歌竞价推广，专家建议：
- 建立专业的海外品牌官网（独立站）
- 使用谷歌关键词规划工具进行精准定位
- 结合本地制造业特点设置广告系列
- 持续优化广告投放ROI
For Huai'an companies doing Google Ads, experts recommend:
- Build a professional overseas brand website (independent station)
- Use Google Keyword Planner for precise positioning
- Set up ad campaigns based on local manufacturing characteristics
- Continuously optimize ad ROI
三、海外推广SEM的关键策略 | Key Strategies for Overseas SEM Promotion
优顺激光CEO李兆军分享："我们通过双轨制策略成功打开欧美和中东市场：
- 高端市场：注重品牌建设和谷歌搜索广告
- 中低端市场：侧重Facebook和TikTok等社交媒体广告
Li Zhaojun, CEO of Youshun Laser, shared: "We successfully entered European and Middle Eastern markets through a dual-track strategy:"
- High-end markets: Focus on brand building and Google search ads
- Mid-to-low-end markets: Focus on social media ads like Facebook and TikTok
四、制造业出海三大关键点 | Three Key Points for Manufacturing Going Global
1. 市场洞察：使用谷歌分析等工具进行精准定位
2. 本地化准备：建立专业团队处理广告咨询和售后服务
3. 长期战略：坚持品牌建设，不追求短期订单
1. Market insight: Use tools like Google Analytics for precise positioning
2. Localization preparation: Establish professional teams to handle ad inquiries and after-sales service
3. Long-term strategy: Adhere to brand building, not pursue short-term orders
结语：中国制造业出海需要品质高价格公道的产品，配合专业的海外推广SEM策略，才能在竞争激烈的全球市场中脱颖而出。
Conclusion: Chinese manufacturing going global requires high-quality and reasonably priced products, combined with professional overseas SEM strategies, to stand out in the highly competitive global market.
