增长186%，阿里国际站又出大招，海外“直播风暴”即将来袭！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><span style="color: black;">海外直播成跨境新趋势</span></span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">全世界</span>互联网<span style="color: black;">快速</span>发展，电商购物模式兴起，越来越多中国卖家在海外做起跨境电商生意。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">国内抖音、淘宝等直播带货形式的<span style="color: black;">显现</span>，影响着购物方式<span style="color: black;">出现</span>变化，<span style="color: black;">乃至</span>影响着<span style="color: black;">全世界</span>电商购物模式的发展方向。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/7403145197af4c608da981e16bcacd8a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723115634&x-signature=QH3zhoO6aGcncPgPUNV%2FdnJlTc8%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">图源：Google</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">近期</span>，跨境圈又出一大热闻，<span style="color: black;">按照</span>阿里国际站最新数据<span style="color: black;">表示</span>，今年5月<span style="color: black;">每日</span>的<strong style="color: blue;"><span style="color: black;">开播场次年同比增长66%，海外观看人数年同比增长186%</span></strong>，该<span style="color: black;">信息</span>一出，对<span style="color: black;">全部</span>跨境圈而言都是一大突破。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">01</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">阿里国际站跨境直播</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">据Shoptop观察，早在2019年中国进出口商品交易会时，阿里国际站就推出配套直播服务，而后受疫情影响，许多展会<span style="color: black;">没法</span>线下如期举办，阿里国际站跨境直播是从2020年5月<span style="color: black;">起始</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">到如今历经三年打磨，阿里国际站跨境直播<span style="color: black;">最终</span>迎来重大<span style="color: black;">发展</span>，阿里国际站跨境直播吸引许多跨境头部品牌加入，<span style="color: black;">亦</span>带动了企业新的经济增长。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">阿里国际站<span style="color: black;">经过</span>革新一系列新技术，<strong style="color: blue;"><span style="color: black;">升级跨境直播服务</span></strong>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">如，<span style="color: black;">增多</span>恰当开播时段的““时间罗盘”、“语音转字幕及翻译”、”多种语种实时翻译“等功能，降低外贸跨境直播门槛，<span style="color: black;">帮忙</span>商家降低外贸成本，<span style="color: black;">加强</span>订单转化率，为企业增效。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2da4a068c52640e1b4454121af50bc26~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723115634&x-signature=zaBbtMLmVWVT%2F6jtREh1G7FN0JA%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">图源：德兰明海直播截图</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">近期</span>，新能源行业头部品牌德兰明海、亿纬锂能，在德国intersolar新能源展会现场，分别做2场创意跨境直播，收获了来自<span style="color: black;">全世界</span>许多感兴趣用户的订单。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">阿里跨境直播确实成功为跨境电商<span style="color: black;">行业</span>带来新增益，<span style="color: black;">亦</span><span style="color: black;">帮忙</span><span style="color: black;">更加多</span>中国<span style="color: black;">制品</span>走向<span style="color: black;">全世界</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">02</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">跨境直播是品牌新增长力</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不仅是阿里跨境直播动作<span style="color: black;">持续</span>，就连国内带货主播小杨哥、辛巴等纷纷都在布局海外直播带货。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">跨境直播带货正<span style="color: black;">处在</span>时代风口，<span style="color: black;">亦</span>将在不久之后在海外流行。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">按照</span>pymnts<span style="color: black;">报告</span>，美国直播带货还<span style="color: black;">处在</span>初期<span style="color: black;">周期</span>，2020年美国直播收入达1360亿美元，<strong style="color: blue;"><span style="color: black;">高出预期750亿美元</span></strong>，直播带货在海外市场<span style="color: black;">一样</span>是新的增长点。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/2eab39ebe33a4deca93994446b529f2b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723115634&x-signature=RNiPFk62sDMSdMmpRUOPkmHWTRc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">图源：Google</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">mckinsey数据<span style="color: black;">表示</span>，2020年年底，沃尔玛在TikTok上直播的一场时尚活动，直播间观看人数<strong style="color: blue;"><span style="color: black;">超出预期7倍，增长了1/4的粉丝</span></strong>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">德国美容零售商Douglas在进行直播带货后，其商品<strong style="color: blue;"><span style="color: black;">转化率高达40%</span></strong><span style="color: black;">上下</span>，直播带货正在影响着<span style="color: black;">全世界</span>电子商务的发展。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">其实，阿里国际站面向<span style="color: black;">更加多</span>的是B端客户，<span style="color: black;">那样</span>，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;">受众群体是C端客户的商家又该<span style="color: black;">怎样</span>借助直播发力？</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以<span style="color: black;">咱们</span>国内的直播为例，从娱乐、游戏<span style="color: black;">行业</span>到零售商品再到品牌专场，从个人直播到网红达人带货再到明星带货，线上直播市场愈发成熟稳健。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">社交<span style="color: black;">媒介</span>上<span style="color: black;">持有</span>大批量活跃用户，国内或是海外随着发展趋势，社媒直播带货<span style="color: black;">亦</span>必然<span style="color: black;">作为</span>新的增长点。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">发布图文、视频到动态live直播</span></strong>，跨境电商<span style="color: black;">亦</span>正在<strong style="color: blue;"><span style="color: black;">逐步以更直观的方式带消费者<span style="color: black;">认识</span>商品，促进商品线上<span style="color: black;">营销</span>转化率</span></strong>。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0c22325e6deb4b5e893790e19fdce5b6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723115634&x-signature=yozegrSmQ%2FUSKlD2vGw7YThY7Mg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">图源：Google</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此前，Shoptop对TikTok直播带货做过<span style="color: black;">仔细</span>分析<strong style="color: blue;">（可点击查看）</strong>，<span style="color: black;">发掘</span>TikTok官方对直播给予<span style="color: black;">海量</span>扶持流量的，会将其<span style="color: black;">举荐</span>给<span style="color: black;">更加多</span>用户。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在海外，直播间内售卖大<span style="color: black;">大都是</span>美妆护肤品、衣帽鞋服、手工艺<span style="color: black;">制品</span>等，价格不会过高，<span style="color: black;">经过</span>直播带货让商品销量翻倍，<span style="color: black;">亦</span>让<span style="color: black;">制品</span>快速得到消费者信赖；</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">对外贸人<span style="color: black;">来讲</span>，<strong style="color: blue;"><span style="color: black;">直播带货拉近了与海外消费者的距离，该模式<span style="color: black;">亦</span>将<span style="color: black;">作为</span>品牌出海新的增长力</span></strong>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">03</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">独立站<span style="color: black;">怎样</span>借助海外直播增益？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">日前</span>，海外<span style="color: black;">亦</span><span style="color: black;">已然</span><span style="color: black;">显现</span>直播带货的模式，但并<span style="color: black;">无</span>国内<span style="color: black;">那样</span>成熟，在许多方面还<span style="color: black;">必须</span>做<span style="color: black;">调节</span>改进。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">直播带货已然能带来正面企业效益，</span><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">做为</span>独立站卖家该<span style="color: black;">怎样</span>把握跨境直播新机遇，拥抱跨境电商行业新变化？</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">1、直播预热：与KOL合作</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">独立站卖家在发布某款新品都会有新品预告宣传，<span style="color: black;">一样</span>，在开启一场有准备的直播前，<span style="color: black;">亦</span><span style="color: black;">必须</span>做好宣传工作。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/81e1af0d495b4a7c874364fad5997e81~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723115634&x-signature=y9tibgImIekNGUA1QQPweM9h%2F80%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">品牌可在社交<span style="color: black;">媒介</span>上发布直播活动预告，<span style="color: black;">经过</span><span style="color: black;">运用</span><strong style="color: blue;"><span style="color: black;">ShoptopWotoHub海外红人智能营销云</span></strong>，获取海外红人数据，联合垂直<span style="color: black;">行业</span>KOL做直播预告宣发。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">能快速与Instagram、YouTube、TikTok等社媒平台上的垂直<span style="color: black;">行业</span>红人建联，<span style="color: black;">有效</span><span style="color: black;">精细</span>低成本链接<span style="color: black;">全世界</span>带货网红，<span style="color: black;">得到</span><span style="color: black;">精细</span>流量和转化。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">2、海外直播<span style="color: black;">重视</span>事项：背景+福利</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在跨境电商直播时，构建直播背景<span style="color: black;">非常</span>重要，如食品或美妆<span style="color: black;">行业</span>，<span style="color: black;">能够</span>在搭建美食或美妆背景，主播试吃或试用；</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">亦</span><span style="color: black;">能够</span>带领<span style="color: black;">大众</span>进入工厂直播，看见制作的程序，<span style="color: black;">亦</span>是给观众最直观的介绍，胜过无数天花乱坠的宣传口播。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">直观的直播背景，<span style="color: black;">亦</span>能进一步增进观众信赖度，<strong style="color: blue;"><span style="color: black;">缩短购买决策时间，<span style="color: black;">加强</span>转化订单转化和收益</span></strong>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">另一</span>，<span style="color: black;">必须</span>采用<strong style="color: blue;"><span style="color: black;">间歇性发放福袋、折扣券、特价、赠品等策略</span></strong>来吸引用户观看。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">直播<span style="color: black;">时期</span>只是<span style="color: black;">制品</span>讲解是枯燥无味的，品牌间歇性发送福利，<span style="color: black;">能够</span><span style="color: black;">增多</span>用户等待的耐心，<span style="color: black;">增多</span>销量。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/713854a897f9423598fa39a8b03fa964~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723115634&x-signature=ZTegBomAdJ8IFHozTh1kZNx%2FL%2Fk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">图源：Google</span></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">3、统一品牌调性</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">独立站卖家在做直播时，不仅是为了<span style="color: black;">加强</span>销量，<span style="color: black;">况且</span><span style="color: black;">亦</span>要借助直播<span style="color: black;">提高</span>品牌市场影响力和知名度。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">品牌直播<span style="color: black;">经过</span>一系列的福利、趣味活动，开展有<span style="color: black;">道理</span>的观赏性直播，<span style="color: black;">从而</span>打造品牌差异化和<span style="color: black;">提高</span>品牌吸引力。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">当然，独立站卖家<strong style="color: blue;"><span style="color: black;">要在多<span style="color: black;">途径</span>保持品牌统一调性，<span style="color: black;">加强</span>消费者对品牌的认知和深刻印象</span></strong>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如，<span style="color: black;">经过</span>海外直播为独立站引流，<span style="color: black;">能够</span>将福利折扣展<span style="color: black;">此刻</span>各大社媒平台官方账号和独立站上，保持统一宣传。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e98a33b6b9f94868bd2a5437c9572ef3~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723115634&x-signature=bV4yG5giNeUJgfmBwI0FRKU1Ydc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">借助<strong style="color: blue;"><span style="color: black;">Shoptop限时促销插件</span></strong>，将活动时间设置可精确至“时—分—秒”，在独立站页面做优惠倒计时，促销时间的流逝，为独立站购物营造紧迫感，刺激顾客消费，能够<span style="color: black;">帮忙</span><span style="color: black;">提高</span>独立站转化率与销量。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">写在最后：</span></strong></span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">直播带货带动行业发展新趋势，跨境电商卖家在海外直播还面临着物流、售后、支付等问题，但随着技术的发展，这些问题都将迎刃而解。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近年来，AR和VR等技术逐步应用于购物和生活中，卖家<span style="color: black;">持续</span>学习新兴技术，拥抱市场新变化，<span style="color: black;">才可</span>在行业站稳脚跟。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">本文部分数据及<span style="color: black;">照片</span><span style="color: black;">源自</span>于网络，如有侵权请联系删除</span></span></p>
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