领先的中国制造网外贸平台入驻,谷歌竞价推广目标是什么?独立站和跨境电商，哪个更适合新手小白？
长久以来，跨境电商领域中"做第三方平台还是做独立站更有市场"的讨论就像咸甜豆花之争一样，每次都能引发激烈的讨论。
For a long time, the debate in the cross-border e-commerce field about "whether third-party platforms or independent websites have more market potential" has been as contentious as the sweet vs. salty tofu pudding debate, sparking heated discussions every time.
从欧美市场的购物习惯来看，个人认为独立站还是很有必要的！因为调查显示，国外52%的人习惯在独立站购买商品。
From the perspective of shopping habits in European and American markets, I personally believe independent websites are still very necessary! Surveys show that 52% of foreign consumers are accustomed to purchasing goods on independent websites.
欧美消费者在重视产品质量的同时，也很关注企业的资质，所以他们在购物前，会先看产品评价，然后通过搜索引擎查找品牌名，查看品牌独立站的产品展示情况和相关报道，以此来判断品牌的资质。
While European and American consumers value product quality, they also pay attention to corporate qualifications. Before making a purchase, they typically check product reviews, search for the brand name via search engines, and examine the product displays and related reports on the brand's independent website to assess the brand's credibility.
独立站的核心优势：
Core Advantages of Independent Websites:
- 品牌形象塑造和用户数据收集
- Brand image building and user data collection
- 客户数据沉淀和品牌积累
- Customer data retention and brand accumulation
- 消除比价机会，提高转化率
- Eliminating price comparison opportunities to improve conversion rates
- 品牌溢价能力和营销自由度
- Brand premium pricing capability and marketing freedom
如果一定要区分两者，那么只做平台的卖家更注重"卖货"，而做独立站的卖家则更注重"卖品牌"。
If we must distinguish between the two, sellers who only use platforms focus more on "selling products," while those who operate independent websites focus more on "selling brands."
大部分客户购买轻消品时会直接上独立站，既方便又便宜，但凡是涉及品牌类的产品，基本上都会在谷歌上搜索独立站。
Most customers go directly to independent websites for daily consumables because it's convenient and affordable, but for brand-related products, they typically search for the brand's independent website on Google.
独立站流量获取渠道：
Independent Website Traffic Acquisition Channels:
- Facebook广告
- Facebook Ads
- Tik Tok营销
- Tik Tok Marketing
- SEO优化
- SEO Optimization
- 网红合作
- Influencer Collaborations
- 博客内容营销
- Blog Content Marketing
尽管独立站运营存在挑战，但有难度有门槛，说明我们还有机会。对于新手而言，建议可以同时布局独立站和第三方平台，根据发展阶段灵活调整策略。
Although operating an independent website presents challenges, the difficulties and barriers mean there are still opportunities. For beginners, it's recommended to develop both independent websites and third-party platforms simultaneously, flexibly adjusting strategies based on development stages.
