玩转流量 营销升级

Investment Rating - The report does not explicitly state an investment rating for the industry or company Core Insights - Marketing and content are powerful drivers for cross-border sellers' business growth, with a focus on enhancing marketing effectiveness and buyer experience [7][30] - Consumer shopping habits are changing significantly, presenting new opportunities and challenges for sellers [8] - Cross-border sellers need to leverage a variety of marketing tools and content formats to maximize opportunities [10][30] Summary by Sections Marketing and Content - Marketing will continue to provide strong momentum for cross-border sellers in the coming year, focusing on three core areas: optimizing effectiveness, building a content ecosystem, and enhancing buyer experience [7] - There is a notable increase in live streaming and short video orders, indicating a shift in consumer engagement [3] Consumer Behavior - Consumers are now more informed and have a wider range of shopping choices, leading to smarter purchasing decisions [8] - The report highlights the importance of content in stimulating shopping demand and influencing purchasing decisions [21] Advertising Strategies - The report discusses the expansion of off-site advertising, including the launch of new ad formats and increased exposure opportunities for sellers [17][19] - The introduction of new sites, such as in Brazil and Vietnam, aims to reach high-conversion users in Latin America and Southeast Asia [22] Seller Support and Incentives - The report outlines various incentive policies designed to support sellers throughout their marketing journey, including new user promotions and live streaming incentives [25][26] - The collaboration with influencers and the upgrade of content ecosystems are emphasized to enhance promotional effectiveness [23]