全天在线山西SEO推广：为什么要做谷歌推广服务？细刻砍站群能否抓住独立站转型窗口？
图片来源：图虫创意
细刻科技在跨境圈内为人熟知的身份是典型的站群大卖。和其同一模式还有布谷鸟、Global、澳鹏、嘉鸿、斯达领科、恒泰德等等。所谓的站群玩法，就是通过Shopify等建站工具批量建造电商网站，在Facebook这样的海外主流媒体上投放广告，吸引消费者购买。
Xike Technology is well-known in the cross-border e-commerce circle as a typical site cluster seller. Similar models include Cuckoo, Global, Aopeng, Jiahong, Starland, Hengtaide, etc. The site cluster strategy involves using platforms like Shopify to build multiple e-commerce sites in bulk, then running ads on mainstream overseas platforms like Facebook to attract consumers.
站群大卖的站点数量少则上百，多则上千，其模式的优势是极致利用海外的平台流量，把所有潜在的流量“榨干”，但劣势也很明显，交易监管缺失，品牌在业绩上升压力下，很容易出现非法经营的现象。
Site cluster sellers typically operate hundreds or even thousands of websites. The advantage of this model is maximizing overseas platform traffic, but the downside is equally obvious—lack of transaction oversight, making it prone to illegal operations under performance pressure.
2017年兴起后，站群在很长一段时间里，就如同“房间里的大象”存在于跨境电商行业中，跟风者众，失败者同样不少。近期一个明显的信号是，随着海外流量成本上升，资本的进入，独立站的站群玩法已经没落，曾经依托站群迅速做大业绩的卖家走到了抉择的十字路口。
Since its rise in 2017, the site cluster model has been an "elephant in the room" in cross-border e-commerce—many followed, but many also failed. Recently, with rising overseas traffic costs and capital influx, the site cluster strategy has declined, forcing sellers who relied on it to make a critical choice.
据业内人士透露，细刻正在密集地关闭站点，放弃站群玩法。细刻砍站群之后将如何发展？转型精品的路径将会如何？作为服装品类的老玩家，细刻还能在拥挤的快时尚赛道找到出口吗？
Industry insiders reveal that Xike is rapidly shutting down sites and abandoning the site cluster model. What’s next for Xike? How will its transition to a premium model unfold? As a veteran in the apparel category, can Xike find a way out in the crowded fast-fashion market?
一、从中高端品牌到站群大卖，细刻的模式经历了什么？
1. From Mid-to-High-End Brand to Site Cluster Seller: What Happened to Xike’s Model?
“细刻的品牌基调一直都是做中端，定位原创设计品牌，价位相比SHEIN会更高一层，但实际上细刻的货源就是在深圳南油服装批发市场。”一位独立站业内人士告诉雨果跨境。
"Xike has always positioned itself as a mid-range, original design brand, priced higher than SHEIN. But in reality, its supply chain relies on Shenzhen Nanyou’s wholesale market," an independent site insider told Hugo Cross-Border.
与SHEIN所在的大本营广州番禺产业带不同，深圳南油的服贸生意历史更加久远，由于地理位置接近蛇口工业区和香港，改革开放初期，国际大牌服装的生产面料都是从国外进口到深圳，然后在南油进行贴牌代加工，最后再从深圳出口到国外。
Unlike SHEIN’s base in Guangzhou’s Panyu industrial belt, Shenzhen Nanyou has a longer history in apparel trade. Due to its proximity to Shekou Industrial Zone and Hong Kong, international fashion brands imported fabrics to Shenzhen for OEM processing before exporting them globally.
历经30多年发展，南油成为全国近七成高端女装的产业基地，孕育出了音儿、歌力思、玛丝菲尔等众多国内高端女装品牌，更涌现出了上百家深圳独立原创设计师品牌、国内外独立设计师工作室，有来自国内高等院校、或者海外归来的设计师。
After 30+ years of development, Nanyou now produces nearly 70% of China’s high-end women’s apparel, fostering brands like Yin’er, Ellassay, and Marisfrolg, as well as hundreds of independent designer studios.
南油积累下的成熟原创设计品牌是细刻商业模式的成立基础。根据细刻的官网介绍，其平台StyleWe的核心优势就是拥有大批全球的设计师资源，StyleWe为设计师搭建了一个直接面对消费者的平台，同时帮助设计师解决在生产、营销、物流、售后等供应链的所有环节中遇到的问题。
Nanyou’s mature original design ecosystem laid the foundation for Xike’s business model. According to its website, StyleWe’s core advantage is its global designer network, offering a direct-to-consumer platform while assisting with production, marketing, logistics, and after-sales.
二、海外流量格局生变，细刻能否再度转型？
2. Overseas Traffic Dynamics Shift: Can Xike Pivot Again?
相比于其他出海品牌，细刻的“核心科技”是它的创始人杨兴建，其在2010年就创立了踏浪者，主营婚纱礼服出口，而那段时间婚纱外销热潮渐起，这波风口直接成就了后来的大卖兰亭集势、苏州贝宝和平台敦煌网等等。
Compared to other cross-border brands, Xike’s "core tech" is its founder Yang Xingjian, who established Talanger in 2010, specializing in wedding dress exports. That wave also propelled giants like LightInTheBox, Suzhou Baopay, and DHgate.
但是随着Facebook和Google监管的严格，监管算法对中国卖家的“黑科技”行为已经限制重重，同时站群或者是铺货玩法也必将不是一个长期的生意。
But with stricter Facebook and Google regulations, Chinese sellers’ "black-hat" tactics face increasing restrictions, and the site cluster model is no longer sustainable.
三、互联网巨头入场，快时尚战事白热化
3. Internet Giants Enter the Fray: Fast-Fashion Competition Heats Up
今年以来，许多跨界创业者，比如Cider、全量全速、两氢一氧都选择了服装时尚品类，而互联网巨头同样在这条赛道上燃起硝烟。
This year, cross-industry players like Cider, Quanliang Quansu, and Liangqing Yiyang have entered the fashion space, while internet giants like Tencent and ByteDance are also making moves.
从品牌建设的角度来分析，虽然独立站不一定是品牌销售的最大渠道，但却是目前出海品牌的最好载体。
From a branding perspective, while independent sites may not be the largest sales channel, they remain the best vehicle for cross-border brands.
因此，能否抓住这一轮新的风口将是细刻跑赢赛道的关键。
Thus, seizing this new opportunity will be critical for Xike to stay ahead.