這幾年，很多外貿(mào)和內(nèi)貿(mào)企業(yè)都感受到了一個(gè)現(xiàn)實(shí)：流量越來越貴，獲客越來越難。無論是阿里巴巴國際站、1688，還是各類行業(yè)展會，成本都在逐步攀升。但與此同時(shí)，買賣雙方的信息差在縮小，客戶更追求效率和真實(shí)可靠的供應(yīng)商。正是在這樣的背景下，百度愛采購逐漸被越來越多企業(yè)關(guān)注。愛采購作為百度旗下的B2B垂直采購平臺，本質(zhì)上是搜索場景下的企業(yè)獲客渠道。它和傳統(tǒng)電商平臺不同，不是依賴購物車轉(zhuǎn)化，而是通過信息展示、線索收集來幫助企業(yè)獲得潛在客戶。今天，我想結(jié)合近幾年的行業(yè)環(huán)境變化，聊聊愛采購的運(yùn)營實(shí)用技巧，以及企業(yè)在使用愛采購時(shí)需要注意的前瞻性思路。

　　In recent years, many foreign and domestic trade enterprises have felt a reality: traffic is becoming increasingly expensive and customer acquisition is becoming increasingly difficult. Whether it's Alibaba International, 1688, or various industry exhibitions, costs are gradually rising. But at the same time, the information gap between buyers and sellers is narrowing, and customers are more pursuing efficiency and reliable suppliers. It is in this context that Baidu AiGou is gradually attracting more and more attention from enterprises. As a B2B vertical procurement platform under Baidu, AiGou is essentially a customer acquisition channel for enterprises in search scenarios. It is different from traditional e-commerce platforms in that it does not rely on shopping cart conversion, but helps businesses acquire potential customers through information display and clue collection. Today, I would like to discuss the practical operational skills of Love Procurement and the forward-looking ideas that companies need to pay attention to when using it, in light of the changes in the industry environment in recent years.

　　1為什么愛采購在這個(gè)階段更重要？搜索習(xí)慣沒有變，但場景在升級很多B端采購人員，在尋找供應(yīng)商的時(shí)候，第一步依舊是打開百度搜索。這一點(diǎn)不會變。只不過，以前他們會直接通過自然搜索找到企業(yè)官網(wǎng)，但如今百度通過愛采購，將“企業(yè)信息+商品信息”集中呈現(xiàn)，大幅縮短了采購方的篩選時(shí)間。對企業(yè)來說，這就意味著：即便沒有SEO優(yōu)化能力，也能通過愛采購獲得搜索流量的優(yōu)待。線下展會成本越來越高2024年，某些行業(yè)的展會攤位費(fèi)用漲幅超過30%，而且不一定能保證精準(zhǔn)客戶。相比之下，愛采購能讓你在全年365天保持曝光，不受地域和時(shí)間限制。很多中小企業(yè)正是因?yàn)轭A(yù)算有限，才開始重視線上渠道。企業(yè)數(shù)字化轉(zhuǎn)型的必然趨勢國家層面不斷強(qiáng)調(diào)“產(chǎn)業(yè)數(shù)字化”，這不僅僅是概念，更是采購模式的轉(zhuǎn)變。采購人員越來越依賴線上比價(jià)、查證資質(zhì)、對比產(chǎn)品。沒有線上展示和沉淀的企業(yè)，很可能在未來幾年被邊緣化。愛采購正好是一個(gè)低門檻切入口。

　　Why is purchasing more important at this stage? Search habits have not changed, but the scenario is upgrading. Many B-end procurement personnel still open Baidu search as the first step when searching for suppliers. This won't change. However, in the past, they would directly find the company's official website through natural search, but now Baidu, through Love Procurement, presents "company information+product information" in a centralized manner, greatly reducing the screening time for buyers. For enterprises, this means that even without SEO optimization capabilities, they can still obtain preferential search traffic through Love Procurement. The cost of offline exhibitions is getting higher and higher. In 2024, the booth fees for certain industries will increase by more than 30%, and it may not necessarily guarantee accurate customers. In contrast, Love Procurement allows you to maintain exposure 365 days a year, without geographical or time restrictions. Many small and medium-sized enterprises have started to pay attention to online channels precisely because of their limited budget. The inevitable trend of enterprise digital transformation is the continuous emphasis on "industrial digitization" at the national level, which is not only a concept, but also a transformation of procurement models. Purchasing personnel are increasingly relying on online price comparison, qualification verification, and product comparison. Enterprises without online display and sedimentation are likely to be marginalized in the coming years. Love procurement happens to be a low threshold entry point.

　　2愛采購運(yùn)營的三個(gè)核心技巧1. 產(chǎn)品信息要“買家思維”，不是“廠家思維”很多企業(yè)在上傳產(chǎn)品時(shí)，習(xí)慣于用廠家視角來描述：比如“型號、參數(shù)、工藝”。但站在采購方的角度，他們真正想知道的是：這個(gè)產(chǎn)品能不能解決我的痛點(diǎn)？價(jià)格區(qū)間是多少？能不能快速供貨？質(zhì)量有沒有保證？例如，一家做防水涂料的企業(yè)，如果標(biāo)題只是寫“JS防水涂料-廠家直銷”，就顯得很單薄。如果能換成“地下室滲漏修復(fù)專用JS防水涂料｜綠色環(huán)保，工地直供”，就更容易打動(dòng)有具體需求的客戶。運(yùn)營技巧：上傳產(chǎn)品時(shí)，要模擬客戶搜索場景，把關(guān)鍵詞寫進(jìn)標(biāo)題和詳情頁。例如：行業(yè)應(yīng)用場景（地下室、陽臺、屋頂）功能痛點(diǎn)（快速止漏、耐高溫、環(huán)保無毒）差異化優(yōu)勢（質(zhì)保5年、工程直供、已合作某知名地產(chǎn)商）

　　2. The Three Core Skills of Love Procurement Operations 1 Product information should have a 'buyer's mindset', not a 'manufacturer's mindset'. Many companies tend to describe products from the manufacturer's perspective, such as' model, parameters, and process'. But from the perspective of the purchasing party, what they really want to know is: can this product solve my pain points? What is the price range? Can we supply quickly? Is the quality guaranteed? For example, if a company that produces waterproof coatings only says "JS Waterproof Coatings - Manufacturer Direct Sales" in its title, it appears very thin. If it can be replaced with "JS waterproof coating for basement leakage repair | green and environmentally friendly, directly supplied to the construction site", it will be easier to impress customers with specific needs. Operational skills: When uploading products, simulate customer search scenarios and write keywords into titles and detail pages. For example: Industry application scenarios (basements, balconies, roofs) Functional pain points (quick leak prevention, high temperature resistance, environmentally friendly and non-toxic) Differentiated advantages (5-year warranty, direct engineering supply, cooperation with a well-known real estate developer)

　　2. 數(shù)據(jù)監(jiān)控與調(diào)整要形成“閉環(huán)”愛采購的后臺會提供曝光量、點(diǎn)擊量、線索量等數(shù)據(jù)。但很多企業(yè)只看不分析，結(jié)果就是“感覺沒效果”。實(shí)際上，這些數(shù)據(jù)正是優(yōu)化的依據(jù)。例如，某機(jī)械設(shè)備廠商在上傳了100款產(chǎn)品后，發(fā)現(xiàn)曝光量很高，但咨詢量很低。經(jīng)過分析才發(fā)現(xiàn)，詳情頁全是專業(yè)參數(shù)，沒有任何應(yīng)用案例，客戶看不懂也不敢問。后來增加了“某市政工程案例+施工現(xiàn)場圖”，轉(zhuǎn)化率直接提升了30%。運(yùn)營技巧：每周至少花1小時(shí)看后臺數(shù)據(jù)，找出曝光高但點(diǎn)擊低的產(chǎn)品，優(yōu)化標(biāo)題圖。對點(diǎn)擊高但咨詢低的產(chǎn)品，優(yōu)化詳情頁的“信任感”，比如加上客戶案例、發(fā)貨視頻。不要盲目鋪量，產(chǎn)品數(shù)量多但無效信息，只會分散流量。3. 把愛采購當(dāng)“官網(wǎng)”，而不是“廣告位”很多企業(yè)誤以為愛采購只是個(gè)廣告展示平臺，所以只隨便上傳幾張圖。但實(shí)際上，愛采購的企業(yè)店鋪就像一個(gè)小型官網(wǎng)：有企業(yè)介紹、資質(zhì)證書、產(chǎn)品庫、案例展示。采購人員在選擇供應(yīng)商時(shí)，往往會點(diǎn)進(jìn)去全面了解。如果你的企業(yè)店鋪空空如也，只寫一句“廠家直銷，歡迎咨詢”，很容易讓客戶失去信任。相反，如果企業(yè)介紹中有成立時(shí)間、研發(fā)能力、服務(wù)體系，再配合真實(shí)辦公場景、工廠照片，客戶的信任度就會大幅提升。

　　2. Data monitoring and adjustment should form a "closed loop". The backend of Love Procurement will provide data such as exposure, clicks, and leads. But many companies only look without analyzing, and the result is' feeling ineffective '. In fact, these data are the basis for optimization. For example, a certain mechanical equipment manufacturer found high exposure but low consultation after uploading 100 products. After analysis, it was found that the details page is full of professional parameters without any application cases, and customers cannot understand or dare not ask. Later, the addition of "a municipal engineering case+construction site map" directly increased the conversion rate by 30%. Operational tip: Spend at least 1 hour per week reviewing backend data to identify products with high exposure but low click through rates, and optimize title images. For products with high click through rates but low consultation rates, optimize the "trust" on the details page, such as adding customer cases and shipping videos. Don't blindly increase the quantity, as a large number of products with invalid information will only scatter traffic. 3. Treat Love Procurement as an "official website" instead of an "advertising space". Many companies mistakenly believe that Love Procurement is just an advertising display platform, so they only upload a few pictures casually. But in reality, a company store that loves to purchase is like a small official website: it has company introductions, qualification certificates, product libraries, and case displays. Purchasing personnel often click on comprehensive information when selecting suppliers. If your business store is empty and you only write "manufacturer direct sales, welcome to inquire", it is easy for customers to lose trust. On the contrary, if a company's introduction includes its establishment time, research and development capabilities, service system, and is accompanied by real office scenes and factory photos, customer trust will be greatly enhanced.

　　3未來趨勢：愛采購的機(jī)會與挑戰(zhàn)人工智能與精準(zhǔn)匹配百度正在不斷優(yōu)化AI匹配機(jī)制，未來愛采購可能會更強(qiáng)調(diào)買賣雙方的精準(zhǔn)匹配，而不僅僅是關(guān)鍵詞堆砌。這要求企業(yè)在發(fā)布產(chǎn)品時(shí)更注重標(biāo)簽化和結(jié)構(gòu)化。

　　3 Future Trends: Opportunities and Challenges for Love Purchasing: Artificial Intelligence and Precise Matching Baidu is continuously optimizing its AI matching mechanism. In the future, Love Purchasing may emphasize more on precise matching between buyers and sellers, rather than just keyword stuffing. This requires companies to pay more attention to tagging and structuring when releasing products.

　　買家體驗(yàn)的升級隨著“即時(shí)溝通”功能的增強(qiáng)，采購人員會更傾向于在愛采購上直接與供應(yīng)商對話。企業(yè)需要準(zhǔn)備好快速響應(yīng)機(jī)制，最好設(shè)置7*24小時(shí)智能體負(fù)責(zé)第一時(shí)間回復(fù)。行業(yè)垂直化趨勢一些細(xì)分行業(yè)的搜索量正在快速增長，例如新能源、儲能、防水修繕等。提前布局這些行業(yè)關(guān)鍵詞，就有機(jī)會搶占紅利期流量。做愛采購，不是“開個(gè)店鋪，等客戶上門”，而是一個(gè)持續(xù)運(yùn)營的過程。企業(yè)要有三個(gè)意識：買家視角：換位思考，回答客戶的真實(shí)疑問。數(shù)據(jù)驅(qū)動(dòng)：用后臺數(shù)據(jù)優(yōu)化，不要憑感覺。內(nèi)容沉淀：把愛采購當(dāng)企業(yè)的線上展示窗口，逐步完善。在經(jīng)濟(jì)環(huán)境充滿不確定的今天，任何低成本、可持續(xù)獲客的渠道都值得企業(yè)投入。愛采購不是萬能鑰匙，但它能幫助企業(yè)在搜索時(shí)代建立穩(wěn)定的線上入口。誰能把握住趨勢，誰就能在未來競爭中多一份主動(dòng)。

　　With the enhancement of the "instant communication" function, procurement personnel will be more inclined to directly communicate with suppliers on Love Procurement. Enterprises need to prepare a rapid response mechanism, preferably by setting up a 7 * 24-hour intelligent agent responsible for the first response. The trend of industry verticalization is rapidly increasing in search volume for some segmented industries, such as new energy, energy storage, waterproof repair, etc. By laying out these industry keywords in advance, there is an opportunity to seize the traffic during the dividend period. Making love purchases is not about "opening a store and waiting for customers to come", but a continuous process of operation. Enterprises should have three consciousnesses: buyer perspective: putting oneself in others' shoes and answering customers' real questions. Data driven: Optimize with backend data, don't rely on intuition. Content accumulation: Use Love Procurement as an online display window for enterprises and gradually improve it. In today's uncertain economic environment, any low-cost and sustainable customer acquisition channel is worth investing in by businesses. Love procurement is not a universal key, but it can help businesses establish a stable online gateway in the search era. Whoever can grasp the trend will have more initiative in future competition.

　　本文由  濟(jì)南愛采購運(yùn)營 友情奉獻(xiàn).更多有關(guān)的知識請點(diǎn)擊  http://www.jyslpg.com/   真誠的態(tài)度.為您提供為全面的服務(wù).更多有關(guān)的知識我們將會陸續(xù)向大家奉獻(xiàn).敬請期待.

　　This article is contributed by Jinan Love Procurement Operation Friendship For more related knowledge, please click http://www.jyslpg.com/ Sincere attitude To provide you with comprehensive services We will gradually contribute more relevant knowledge to everyone Coming soon.