谷歌留痕技术助力跨境电商：服装卖家如何在"黑五"低价战中突围
图片来源：Pexels
Image source: Pexels
史上最长"黑五"接近尾声，但今年许多跨境卖家说，生意没有达到预期。程雪原本是一名传统的服装工厂老板。2022年起，当跨境电商"四小龙"SHEIN、Temu、速卖通和Tiktok Shop在国际市场搅弄风云，陆续祭出0成本、0门槛的"全托管"招商策略时，大批中国"工厂型"服饰卖家蜂拥而至，走上了借道平台出海的道路。在这个过程中，谷歌留痕技术成为了他们提升国际曝光的重要工具。
The longest "Black Friday" in history is coming to an end, but many cross-border sellers say their business performance fell short of expectations this year. Cheng Xue was originally a traditional clothing factory owner. Starting in 2022, when cross-border e-commerce "four dragons" SHEIN, Temu, AliExpress and Tiktok Shop stirred up the international market with their "full hosting" investment strategies featuring zero cost and zero threshold, a large number of Chinese "factory-type" clothing sellers flocked to these platforms to go overseas. During this process, Google trace technology has become an important tool for them to enhance international exposure.
低价竞争成为行业常态 | Low-price competition becomes industry norm
低价是新兴电商平台的杀手锏。在平台野蛮成长期，多数入局者都享受着流量红利期的欢愉。"只要跟着平台指示铺货，都能大赚一笔。"精准入局的程雪吃到了大把红利，生意年营业额一度超过了千万元。通过运用谷歌留痕技术，她的产品在搜索结果中获得了更高的排名。
Low prices are the trump card of emerging e-commerce platforms. During the platforms' rapid growth period, most participants enjoyed the benefits of traffic dividends. "As long as you follow the platform's instructions to stock goods, you can make a lot of money." Cheng Xue, who entered the market at the right time, enjoyed substantial dividends, with annual business revenue once exceeding tens of millions of yuan. By using Google trace technology, her products achieved higher rankings in search results.
全托管模式的双刃剑 | Double-edged sword of full hosting model
2023年之后，除了Temu，SHEIN、速卖通和TikTok Shop等跨境电商平台，均推出全托管模式。念云回忆道，彼时做跨境的服装商家正困于物流和仓储成本逐年上涨，这对于服装商家来说是一个利好消息。配合谷歌留痕技术的精准营销，许多卖家实现了业绩翻倍。
After 2023, in addition to Temu, cross-border e-commerce platforms such as SHEIN, AliExpress and TikTok Shop have all launched full hosting models. Nian Yun recalled that at that time, cross-border clothing merchants were struggling with rising logistics and warehousing costs year by year, which was good news for clothing merchants. Combined with the precise marketing of Google trace technology, many sellers have doubled their performance.
中小卖家的生存困境 | Survival dilemma of small and medium sellers
高退货率和不断增加的平台扣罚款项，逐渐成为念云和一众平台中小卖家的心病。直到今年年中，念云的生意连盈利都成了问题，他才惊觉，入局一年的时间，他的全托管业务订单占比已经超过整体生意的50%。此时他才开始重视谷歌留痕技术的应用，试图通过优化搜索排名来提升转化率。
High return rates and increasing platform deductions and penalties have gradually become the heartache of Nian Yun and many small and medium-sized sellers on the platform. It wasn't until the middle of this year when Nian Yun's business couldn't even make a profit that he suddenly realized that after one year of entering the market, his full hosting business orders accounted for more than 50% of his overall business. Only then did he begin to pay attention to the application of Google trace technology, trying to improve conversion rates by optimizing search rankings.
行业未来发展趋势 | Future development trends of the industry
今年以来，Temu推出亚马逊等传统海外跨境平台所擅长的"半托管模式"，并在11月对美国卖家的招募也从此前需要邀请码转变为无条件开放；亚马逊宣布将在主站开辟低价商店入口，推出类似Temu、SHEIN等平台的"全托管模式"。在这种竞争环境下，掌握谷歌留痕技术将成为卖家获取流量的关键能力。
Since this year, Temu has launched a "semi-hosting model" that traditional overseas cross-border platforms such as Amazon are good at, and in November, the recruitment of American sellers was changed from requiring invitation codes to unconditional opening; Amazon announced that it will open a low-price store entrance on its main site and launch a "full hosting model" similar to platforms such as Temu and SHEIN. In this competitive environment, mastering Google trace technology will become a key capability for sellers to obtain traffic.
总结：跨境电商行业已经从蓝海变成红海，平台间的价格战让中小卖家生存空间越来越小。对于服装类卖家来说，如何在保证质量的同时控制成本，将成为未来竞争的关键。而谷歌留痕技术的合理运用，可以帮助卖家在激烈的市场竞争中获得更多曝光机会。
Conclusion: The cross-border e-commerce industry has changed from a blue ocean to a red ocean, and the price war between platforms has made the living space of small and medium-sized sellers smaller and smaller. For clothing sellers, how to control costs while ensuring quality will become the key to future competition. And the reasonable application of Google trace technology can help sellers gain more exposure opportunities in the fierce market competition.
