Shopee和谷歌竞价推广开通指南："黑五"大考下出海电商的流量争夺战
2023年黑五促销季比往年更受全球市场关注。据德勤预测，2023年年末全球假日季电商渠道销售额将实现10.3%-12.8%的年增长，达到2780亿-2840亿美元。
The 2023 Black Friday sales season has attracted more global attention than ever before. According to Deloitte's forecast, global e-commerce sales during the 2023 holiday season are expected to grow by 10.3%-12.8% year-on-year, reaching $278-284 billion.
平台端：周期拉长，百家争鸣
Platform Side: Extended Periods and Fierce Competition
随着电商市场竞争逐渐激烈，过去传统的"一日促销"玩法逐渐被各大零售商放弃。例如，今年亚马逊美区以及欧区的黑五活动时间在11月17日到11月27日开展，较往年有明显增长。
As e-commerce competition intensifies, the traditional "one-day sale" model is being abandoned by major retailers. For example, Amazon's Black Friday campaign in the US and Europe this year runs from November 17 to 27, significantly longer than previous years.
中国跨境电商"出海四小龙"（速卖通、Shein、TikTok shop、Temu）全力以赴：
- SHEIN：11月20日开启年终大促，持续到12月初
- 速卖通：11月23-29日黑五大促
- TikTok Shop：10月27日-11月2日期间GMV增长155%
- Temu：促销活动跨越三个月份，最高70%折扣
China's "Four Dragons" of cross-border e-commerce (AliExpress, Shein, TikTok Shop, Temu) are going all out:
- SHEIN: Year-end promotion starting November 20 until early December
- AliExpress: Black Friday sale from November 23-29
- TikTok Shop: 155% GMV growth from October 27-November 2
- Temu: Promotions spanning three months with up to 70% discounts
商家侧：有人欢喜有人愁
Seller Side: Mixed Results
虽然平台通过拉长战线的方式尝试刺激消费，仍有诸多卖家对今年的黑五持消极态度："今年黑五只通知了卖家，没有通知买家"。
Despite platforms extending their campaigns to stimulate consumption, many sellers remain pessimistic: "This year's Black Friday only notified sellers, not buyers."
销量分化明显：
- 部分卖家销量仅为往年1/3
- Temu平台某商家备货量达去年5倍
- 广告费翻倍但单量无显著增长
Significant sales divergence:
- Some sellers report only 1/3 of previous year's sales
- A Temu seller prepared 5 times last year's inventory
- Doubled ad spending without significant order growth
未来重点：差异化与数字化转型
Future Focus: Differentiation and Digital Transformation
差异化策略：深圳跨境电商协会副秘书长邢康男表示："全球同质化的产品竞争越来越激烈，差异化是决定企业能走多远的重要因素。"
Differentiation strategy: Xing Kangnan, Deputy Secretary-General of Shenzhen Cross-border E-commerce Association, stated: "Global homogenized product competition is intensifying. Differentiation is a crucial factor determining how far a company can go."
数字化转型：普华永道中国数字化与科技咨询合伙人姚恺表示："数智化运营可以降低成本，提高生产和运营效率，从而更好地满足全球市场的需求。"
Digital transformation: Yao Kai, Partner of Digital and Technology Consulting at PwC China, said: "Digital-intelligent operations can reduce costs, improve production and operational efficiency, thereby better meeting global market demands."
成功案例：SHEIN平台上某宠物服饰商家表示，一件小型狗狗的重工绣花款衣服卖到三四十美金也能出单，关键在于精准把握海外消费者需求。
Success case: A pet clothing seller on SHEIN reported that even $30-40 elaborate embroidered outfits for small dogs can sell well, highlighting the importance of accurately understanding overseas consumer needs.
