Q4购物季海外营销指南：如何通过Snapchat触达Z世代消费者？
Q4购物季海外营销指南：如何通过Snapchat触达Z世代消费者？
Q4 Shopping Season Overseas Marketing Guide: How to Reach Gen Z Consumers Through Snapchat?
随着Q4购物季的临近，Z世代消费者正成为品牌出海营销的关键目标群体。根据NRF调研数据，去年感恩节到网络星期一的五天假期中，超过2亿消费者进行购物活动，参与人数再创新高。
As the Q4 shopping season approaches, Gen Z consumers are becoming a key target group for brands' overseas marketing. According to NRF research data, during the five-day holiday period from Thanksgiving to Cyber Monday last year, more than 200 million consumers participated in shopping activities, setting a new record.
Z世代消费力爆发
The Rise of Gen Z Purchasing Power
尼尔森IQ发布的《Z世代消费报告》显示，Z世代消费者占全球人口的25%，预计到2030年，其全球购买能力将达到12万亿美元。作为Z世代和千禧一代的"大本营"，Snapchat在全球超过25个国家和地区触达超过90%的13-24岁用户群体。
Nielsen IQ's "Gen Z Consumption Report" shows that Gen Z consumers account for 25% of the global population, and their global purchasing power is expected to reach $12 trillion by 2030. As the "home base" for Gen Z and millennials, Snapchat reaches over 90% of 13-24 year olds in more than 25 countries and regions worldwide.
Snapchat的营销优势
Snapchat's Marketing Advantages
eMarketer研究显示，三分之二的Snapchat社交购物用户每月至少购买一件商品，消费频率高于其他平台。Snapchat的AR技术为品牌营销提供了独特优势，近三分之二的用户每天都会与AR互动。
eMarketer research shows that two-thirds of Snapchat social shopping users purchase at least one item per month, with higher shopping frequency than other platforms. Snapchat's AR technology provides unique advantages for brand marketing, with nearly two-thirds of users interacting with AR daily.
假日季营销策略
Holiday Season Marketing Strategies
Snapchat建议广告主重点关注五大潜力品类：宠物用品、母婴产品、电子产品、家居用品以及时尚单品。通过AR滤镜、故事广告等创新形式，品牌可以更自然地触达年轻消费者。
Snapchat recommends advertisers focus on five potential categories: pet supplies, maternal and infant products, electronics, home goods, and fashion items. Through innovative formats like AR filters and story ads, brands can more naturally reach young consumers.
成功案例：挪威零售品牌Nille通过Snapchat的AR滤镜，在万圣节期间实现店内销售额同比增长12%；沙特美容零售商Roxa Shop则通过Snap Ads实现63%的增长。
Success cases: Norwegian retail brand Nille achieved a 12% year-on-year increase in in-store sales during Halloween through Snapchat's AR filters; Saudi beauty retailer Roxa Shop achieved 63% growth through Snap Ads.
