运营端的第二个重点是内容。跨境平台越来越内容化，包括亚马逊 A+、视频展示、直播、本地化文案等。对工厂而言，做好内 容是品牌化的第一步。许多企业只做基础 Listing，结果转化率偏低；而真正做深内容的品牌，往往靠视觉和文案直接锁定用户 心理。 广告则是跨境运营的"可控流量引擎"。亚马逊广告、Meta 广告、Google 广告等需要持续优化，不只是花钱买曝光，更是通过数 据模型提升 ROI、提高排名，并利用广告反哺自然流量。 莱特美特被跨境电商行业公认为头部跨境品牌出海数字营销服务商，同时也是亚马逊官方认证的SPN运营服务商，接下来和大家 详细分享。 跨境运营的核心是"产品 + 价格 + 品牌"的组合拳。其中，产品是抓手。选品不能只盯着同行在卖什么，而要观察人群需求与生 活方式变化。例如户外露营、智能家居、小家电、高质量家具等品类持续增长，背后是消费升级和生活方式年轻化的趋势。 其次是供应链能力。工厂要真正把供应链价值转化成跨境优势，需要做到 SKU 控制、柔性生产、快速补货、小批量试销、库存 结构优化等。海外仓布局也越来越关键，特别是在欧美，FBA 配合海外本地仓可以显著提升配送体验，在广告投放时也更有优 ...

Core Insights - The article highlights the unprecedented wave of Chinese brands expanding globally, leveraging high-quality products and services to penetrate international markets [2] - The upcoming Google Marketing Live event in July 2025 is significant for Chinese companies, focusing on AI-driven marketing transformations [2] - Dan Taylor, Google's Global VP of Ads, emphasizes the importance of AI in reshaping search experiences and providing clear pathways for intelligent transformation for Chinese outbound enterprises [2][3] Search Evolution - AI is fundamentally transforming search from a linear interaction model to a multi-modal input and intelligent dialogue experience [3] - Google processes over 50 trillion search requests annually, with AI changing the nature of each interaction [5] - Users are increasingly engaging in complex, conversational searches, reflecting a deeper exploration of their needs [5][6] AI Max: Growth Engine - AI Max represents a shift from keyword-dependent advertising to intent-driven advertising, enhancing the understanding of consumer intent [7] - The tool analyzes landing page content and product data to match previously unpredicted search queries, exemplified by AliExpress's success in increasing conversion rates by 20% and ad spend ROI by 25% [7][8] - Advertisers using AI Max experience an average conversion growth of 27% while maintaining advertising costs [8] Global Brand Expression - Dan Taylor identifies three key challenges for marketers: content expansion, cultural connection, and technological equity [9] - Generative AI is crucial for Chinese brands to efficiently express themselves globally, enabling rapid adaptation of creative content for diverse audiences [9][10] - AI tools enhance customer service efficiency and user experience, fostering trust in Chinese brands among overseas consumers [10] Ecosystem and Future Outlook - The article asserts that search remains a core entry point for brands to reach users, with AI enhancing user satisfaction and engagement [10] - Google's mission is to create a win-win ecosystem for content creators, developers, advertisers, and users, with AI serving as an enabler rather than a disruptor [10][11] - The evolution of search advertising is seen as a new reality, with opportunities for those willing to embrace change and utilize AI tools effectively [11]