2025 Year‑end Store Review: Offline Retail and Cross‑border Ads in Parallel 2025 年底门店业务回顾：线下零售与出海广告的双线尝试
2025 was a year of significant change for us: on one hand, we continued to be rooted locally, doing daily goods retail well; on the other, we officially began offering Google Ads cross-border advertising consultation and management services. This article is a summary of the year and shares some directions we believe are worth persisting with. 2025 年对我们来说是变化较大的一年：一方面继续扎根本地，做好日用百货零售； 另一方面正式对外提供 Google Ads 出海广告咨询与托管服务。 这篇文章算是对这一年的一个小结，也分享一些我们认为值得坚持的方向。
I. Offline Product Selection: From "Serving Neighbors" to "Serving Cross-border Clients" 一、线下选品：从"方便邻里"到"服务跨境客户"
Traditional daily goods stores' product selection logic focuses more on frequent necessities of surrounding residents. After expanding into cross-border ad services, we began trying to add products related to cross-border e-commerce sellers' daily needs, such as simple photography props, packaging supplies, small storage items, etc. 传统日用百货门店的选品逻辑，更多是围绕周边居民的高频刚需。 在扩展出海广告业务后，我们开始尝试增加与跨境电商卖家日常需求相关的商品， 比如简单拍摄道具、包装耗材、小件收纳等。
The benefit is that when some online clients come to the store to discuss campaign plans, they can also purchase these physical items. Offline experience combined with online services makes overall communication more efficient. 这样做的好处是，一部分线上客户在来门店沟通投放方案时，也能顺便采购这些实物用品， 线下体验配合线上服务，整体沟通效率更高。
II. Data Linkage: Bringing Online Feedback Back to the Store 二、数据联动：把线上反馈带回门店
In online services, we can see click and conversion performance of different categories in overseas markets. When certain themes or styles perform well in ad data, we also consider adding related displays in the store to see if local consumers are similarly interested. 在线上服务中，我们能看到不同品类在海外市场的点击和转化表现。 某些主题或风格在广告数据中表现不错时，我们也会考虑在门店增加相关陈列， 看看本地消费者是否同样感兴趣。
This "reverse linkage" adds another reference dimension to our product selection and helps us more intuitively understand what products are more easily accepted by different groups. 这种"反向联动"让我们在选品时多了一层参考维度，也帮助我们更直观地理解 什么样的产品更容易被不同人群接受。
III. Service Upgrade: Unified Contact Information and Clearer Introduction 三、服务升级：统一的联系方式与更清晰的介绍
To make it easier for clients to contact us, we unified contact information on both the website and in-store, and posted simple service descriptions in the store so local customers can quickly understand our online advertising services, not just see us as an ordinary department store. 为了方便客户联系，我们在网站和门店同时统一了联系方式，并且在店内张贴了简单的服务说明， 让本地顾客也能快速了解我们提供的线上广告服务内容，而不仅仅把我们当成一家普通的百货店。
Over the year, we found that many partnerships started from simple offline interactions. The presence of a physical store helps build trust faster and makes subsequent long-term cooperation smoother. 这一年下来，我们发现很多合作都是从一次简单的线下交流开始的， 实体门店的存在让彼此的信任建立得更快，也让后续的长期合作更顺畅。
IV. Small Expectations for the Coming Year 四、对未来一年的小期待
Looking ahead to 2026, we hope to maintain a "steady operation" pace offline while helping more small and medium-sized sellers complete their initial cross-border attempts online. Whether customers come to buy daily goods or consult about Google Ads campaigns, we hope to provide stable, reliable service experiences. 展望 2026 年，我们希望在线下继续保持"踏实经营"的节奏，同时在线上帮助更多中小卖家完成出海初步尝试。 无论是来店里买日用百货，还是咨询 Google Ads 投放，我们都希望能提供稳定、可靠的服务体验。
Thanks to all friends who chose to work with us or gave suggestions this year. If you're also considering how to combine offline physical presence with online advertising, feel free to chat with us about your ideas anytime. 感谢这一年所有选择与我们合作、或者给过建议的朋友。 如果你也在考虑如何结合线下实体与线上广告，欢迎随时和我们聊聊想法。