外贸工厂为何纷纷降价接单？新型内卷背后的真相与解决方案

外贸工厂为何纷纷降价接单？新型内卷背后的真相与解决方案

Why Are Foreign Trade Factories Lowering Prices? The Truth Behind the New "Involution" and Solutions

2022年外贸行业面临前所未有的挑战，尽管中国海关数据显示2021年进出口总额增长21.4%，但外贸人实际利润却在持续缩水。国际局势动荡、物流成本飙升、疫情反复等因素交织，让这个"金三银四"的旺季显得格外艰难。

The foreign trade industry faces unprecedented challenges in 2022. Although Chinese customs data shows a 21.4% increase in total import and export volume in 2021, actual profits continue to shrink. The turbulent international situation, soaring logistics costs, and repeated epidemics have made this "golden season" particularly difficult.

三大压力困扰外贸企业

Three Major Pressures Plaguing Foreign Trade Enterprises

1. 物流成本暴涨：海运费用上涨20%，部分货值甚至低于运费
2. 生产受阻：疫情管控导致零部件供应中断，产能下降
3. 利润压缩：外贸公司仅给工厂5%-10%利润空间

1. Soaring logistics costs: Ocean freight rates increased by 20%, some cargo values are even lower than freight
2. Production obstacles: Epidemic control leads to parts supply interruption and reduced capacity
3. Profit compression: Trading companies only give factories 5%-10% profit margin

新型内卷：降价抢单成行业常态

New "Involution": Price Reduction to Grab Orders Becomes Industry Norm

一位外贸工厂负责人透露："同行都在降价抢单，利润直接砍大半，今年外贸行业开始步入内卷"。为维持运营，许多工厂不得不接受微利订单，部分小型工厂甚至直接宣布解散。

A factory manager revealed: "Peers are cutting prices to grab orders, profits are directly halved, the foreign trade industry has begun to 'involute' this year". To maintain operations, many factories have to accept low-profit orders, and some small factories even announced dissolution directly.

破局之道：多渠道布局与海外建厂

Solutions: Multi-channel Layout and Overseas Factory Construction

跨境电商成为外贸新风口，DTC品牌出海带来新机遇。同时，有实力的企业采取"海内外双布局"策略：
- 复杂工艺留在国内
- 大批量订单转移至劳动力密集的海外工厂

Cross-border e-commerce has become a new outlet for foreign trade, and DTC brand globalization brings new opportunities. Meanwhile, capable enterprises adopt a "dual layout at home and abroad" strategy:
- Keep complex processes domestically
- Transfer large-volume orders to labor-intensive overseas factories

谷歌竞价推广：精准获客新渠道

Google Ads: New Channel for Precise Customer Acquisition

对于希望拓展海外市场的企业，谷歌竞价推广提供了精准触达目标客户的解决方案。通过关键词优化和精准定位，外贸企业可以：
1. 直接对接终端买家，减少中间环节
2. 建立品牌知名度
3. 获取高质量询盘

For companies looking to expand overseas markets, Google Ads provides solutions to accurately reach target customers. Through keyword optimization and precise positioning, foreign trade enterprises can:
1. Directly connect with end buyers, reducing intermediate links
2. Build brand awareness
3. Obtain high-quality inquiries