直播带货出海：如何通过谷歌推广竞价寻找外贸客户？
直播带货出海：如何通过谷歌推广竞价寻找外贸客户？
Live Streaming E-commerce Going Global: How to Find Foreign Trade Customers Through Google Ads Bidding?
过去一年，直播带货出海成为平台和MCN机构找到的最新增长点。根据最新数据，TikTok的全球用户数达到16.7亿，随着平台加大对于直播带货出海的流量和工具投入，越来越多的MCN机构躬身入局。
In the past year, live streaming e-commerce going global has become the latest growth point for platforms and MCN agencies. According to the latest data, TikTok has reached 1.67 billion global users. As the platform increases its investment in traffic and tools for cross-border live streaming commerce, more and more MCN agencies are joining the trend.
头部机构的出海布局
Global Expansion Strategies of Leading Agencies
2024年年初，抖音达人"疯狂小杨哥"所属公司三只羊网络开启海外直播带货，首站为新加坡。另一位主播李佳琦所在的美ONE在去年9月启动出海业务布局新成立了国际发展部。
At the beginning of 2024, the company behind Douyin influencer "Crazy Little Yang Brother" launched overseas live streaming commerce, with Singapore as its first stop. Another top influencer Li Jiaqi's company Meione established an international development department in September last year to expand globally.
不同市场的适应策略
Adaptation Strategies for Different Markets
大部分机构聚焦在文化更接近的东南亚，类似于遥望科技和交个朋友这样的头部直播公司，也开始在欧美布局。不同机构的选择当然和自身的运营策略有关，而他们的实践，也代表了直播带货在不同海外市场的适应情况。
Most agencies focus on Southeast Asia where cultures are more similar, while leading companies like Yaowang Technology and Jiaoyou Pengyou have also started expanding into Europe and America. The choices of different agencies are naturally related to their operational strategies, and their practices also reflect how live streaming commerce adapts to different overseas markets.
海外直播面临的三大挑战
Three Major Challenges of Overseas Live Streaming
1. 人才招聘难题：直播带货非常讲究本土化建设，这对员工的语言和直播上的从业经历都有要求，但这部分人才十分稀缺。
1. Talent Recruitment Challenges: Live streaming commerce requires strong localization, which demands employees with language skills and relevant experience, but such talents are scarce.
2. 供应链问题：在亚马逊上卖得好的商家，大部分不会花精力去电商平台之外的渠道做经营，头部品牌也还未下场。
2. Supply Chain Issues: Most successful sellers on Amazon won't spend energy operating outside e-commerce platforms, and leading brands haven't entered this field yet.
3. 平台生态差异：在海外，平台的直播生态处于不同的阶段。相比于国内的抖音，TikTok目前的消费者购物心智还有待培养。
3. Platform Ecosystem Differences: Overseas, the live streaming ecosystem of platforms is at different stages. Compared with Douyin in China, TikTok consumers' shopping mindset still needs cultivation.
成功案例分析
Successful Case Study
今年黑五期间，遥望科技合作的达人@Mandyspena在11月27日的直播中实现单场GMV超百万美金的销量，成为TikTok黑五期间美区带货达人榜TOP2。这得益于"达店一体"的创新模式。
During this year's Black Friday, influencer @Mandyspena cooperating with Yaowang Technology achieved over $1 million GMV in a single live stream on November 27, ranking TOP2 on TikTok's US influencer list. This success benefited from the innovative "influencer-store integration" model.
未来发展趋势
Future Development Trends
多位直播行业人士都表示，北美市场足够大、也足够有潜力。2025年，遥望科技海外业务的重点仍然是北美市场，投入自营品牌和短视频营销，推动直播带货的增长。
Many industry professionals agree that the North American market is large enough and full of potential. In 2025, Yaowang Technology will continue focusing on the North American market, investing in self-operated brands and short video marketing to boost live streaming commerce growth.
SEO优化建议：对于外贸企业寻找客户，可以通过谷歌推广竞价精准定位海外目标市场，结合当地文化特点制定营销策略，同时关注TikTok等新兴平台的流量红利。
SEO Optimization Suggestion: For foreign trade companies seeking customers, they can use Google Ads bidding to precisely target overseas markets, develop marketing strategies based on local cultural characteristics, while paying attention to traffic dividends on emerging platforms like TikTok.
