为什么外贸企业纷纷转向独立站？阿里国际站不香了吗？
中国企业在海外建立的独立站数量早在2021年就已突破20万大关，市场份额从2016年的9.8%增长至2020年的20.3%。为什么外贸企业纷纷将重心转向独立站？是阿里国际站不香了吗？
In 2021, the number of independent websites established by Chinese companies overseas exceeded 200,000, with market share growing from 9.8% in 2016 to 20.3% in 2020. Why are foreign trade companies shifting their focus to independent websites? Has Alibaba International lost its appeal?
品牌展示与个性化定制
Brand Display and Customization
在阿里巴巴国际站上，企业很难突出个性和品牌特色。而独立站可以完全定制化，根据企业形象和目标受众设计独特体验，增强品牌辨识度。
On Alibaba International, it's difficult for companies to stand out. Independent websites allow complete customization to create unique experiences that enhance brand recognition.
避免平台限制与恶意竞争
Avoiding Platform Restrictions and Malicious Competition
国际站需要遵守平台规则，可能受到竞争对手干扰。独立站是自己的平台，避开价格战和恶意差评，自主决定产品定价和运营策略。
International platforms have restrictive rules and face competitor interference. Independent websites avoid price wars and malicious reviews, allowing full control over pricing and strategies.
数据掌控与客户管理
Data Control and Customer Management
独立站能100%掌握用户数据，通过完整分析实现精准营销，建立私域流量池，支持多渠道拓展和品牌多元化发展。
Independent websites fully control user data for precise marketing, private traffic pools, and multi-channel brand development.
为什么独立站突然火了？
Why the Sudden Popularity of Independent Websites?
技术发展使独立站功能更完善，平台封站事件频发，B2B平台佣金高、竞争激烈，迫使企业寻找利润更高的新渠道。
Technological advances improved website functions, while platform bans and high B2B commissions forced companies to seek more profitable channels.
结论：虽然阿里国际站提供全球曝光，但从长远看，独立站在品牌建设、数据掌控和灵活性方面更具优势。外贸企业需要建立自己的"网上名片"！
Conclusion: While Alibaba offers global exposure, independent websites provide better long-term advantages in branding and data control. Companies need their own "online business cards"!
