谷歌搜索留痕：外贸回头客多，是否仍需谷歌推广？
近期，跨境电商行业风波不断，尤其是亚马逊平台的“封号潮”持续发酵，引发广泛关注。当大家以为相关部门的表态以及亚马逊财报不及预期能让封号潮暂缓时，又有年销售额高达60亿的3C大卖被曝出其亚马逊店铺全部被封杀，其36亿营收来自该平台。同时，另一年售额26亿的大卖也接连被封9个店铺，涉及销售额达10亿。中小卖家的封号消息更是不计其数，显示平台整顿并未停歇。
Recently, the cross-border e-commerce industry has been turbulent, especially with the ongoing "account suspension wave" on the Amazon platform, which has attracted widespread attention. Just when people thought that the statements from relevant departments and Amazon's disappointing financial report might slow down the suspension wave, a major 3C seller with annual sales of 6 billion was exposed, with all its Amazon stores suspended, and 3.6 billion in revenue coming from the platform. At the same time, another major seller with annual sales of 2.6 billion had 9 stores suspended in a row, involving sales of 1 billion. Countless small and medium-sized sellers have also faced account suspensions, indicating that the platform's crackdown shows no signs of stopping.
大规模封号潮带来了严峻的库存清理问题，包括海外库存和国内仓库积压。账号虽失，库存却需处理，卖家们绞尽脑汁寻找清货渠道，甚至专门组建团队负责此事。近期，不少微信群里涌现出请求“收库存”的卖家，同时也出现了各种清货群，虽各取所需，但其可靠性仍需谨慎评估。
The large-scale account suspension wave has led to severe inventory clearance issues, including overseas stock and domestic warehouse backlogs. Although accounts are lost, inventory must be dealt with. Sellers are racking their brains to find clearance channels, even forming dedicated teams for this purpose. Recently, many WeChat groups have seen sellers requesting help to "take over inventory," while various clearance groups have also emerged. Although they serve mutual needs, their reliability still requires careful evaluation.
除了封号，物流问题也日益凸显。例如，亚马逊美西仓库爆仓严重，KRB4预约已排至约50天，LAX9约需20天，预计ONT8和LGB8也很快面临同样压力。
In addition to account suspensions, logistics issues are becoming increasingly prominent. For example, Amazon's West Coast warehouses in the US are severely congested, with KRB4 appointments scheduled for about 50 days, LAX9 for about 20 days, and it is expected that ONT8 and LGB8 will soon face similar pressures.
然而，在此封号潮下，也有卖家表现稳健，甚至冲刺上市，例如鼎阳科技。作为测试测量仪器生产商，它近期获评国家级专精特新“小巨人”企业，并于2021年1月25日科创板过会。值得注意的是，亚马逊是其海外市场的重要经销商，一直位列公司前五大销售客户。其品牌SIGLENT常居小类目榜首，境外销售主要集中在北美、欧洲等地。2017年至2019年，境外销售收入分别为8478.02万元、11506.67万元和14966.88万元，占比从70.23%升至79.56%。尽管其中低端产品占比过高曾引争议，但公司表示正逐步优化产品结构，向高端发展，未来增长潜力巨大。
However, amidst this account suspension wave, some sellers remain stable and are even冲刺ing for IPO, such as Dingyang Technology. As a manufacturer of testing and measurement instruments, it was recently recognized as a national-level specialized and innovative "little giant" enterprise and passed the review for the科创板 on January 25, 2021. It is worth noting that Amazon is an important distributor in its overseas market, consistently ranking among the company's top five sales customers. Its brand SIGLENT often tops sub-category rankings, with overseas sales mainly concentrated in North America, Europe, and other regions. From 2017 to 2019, overseas sales revenue was 84.7802 million yuan, 115.0667 million yuan, and 149.6688 million yuan respectively, with the proportion increasing from 70.23% to 79.56%. Although the high proportion of mid-to-low-end products has sparked controversy, the company stated that it is gradually optimizing its product structure towards higher-end development, with significant growth potential in the future.
在此背景下，谷歌搜索留痕的重要性愈发凸显。对于拥有众多回头客的外贸商家而言，依赖单一平台如亚马逊存在风险。通过谷歌推广，企业可以建立独立的品牌形象和流量入口，在谷歌搜索中留下持久的品牌痕迹，减少对第三方平台的过度依赖。即使面临封号或平台政策变动，通过谷歌积累的搜索可见性和直接流量也能提供缓冲，保障业务连续性。因此，无论回头客多少，谷歌搜索留痕与推广都是多元化海外营销策略中不可或缺的一环，有助于提升品牌抗风险能力和长期竞争力。
In this context, the importance of Google search traces becomes increasingly evident. For foreign trade businesses with many repeat customers, relying solely on a single platform like Amazon carries risks. Through Google promotion, companies can establish an independent brand image and traffic entry points, leaving lasting brand traces in Google searches, thereby reducing over-reliance on third-party platforms. Even in the face of account suspensions or platform policy changes, the search visibility and direct traffic accumulated through Google can provide a buffer, ensuring business continuity. Therefore, regardless of the number of repeat customers, Google search traces and promotion are indispensable parts of a diversified overseas marketing strategy, helping to enhance brand resilience and long-term competitiveness.
