全球推广VS SEO：独立站新手如何选择？谷歌竞价还值得做吗？
近年来，随着跨境电商行业的蓬勃发展，跨境卖家的数量持续攀升。然而由于亚马逊等跨境电商平台对第三方卖家的规则约束越加严厉，目前有很多卖家都在考虑平台转型独立站。
In recent years, with the rapid development of the cross-border e-commerce industry, the number of cross-border sellers has continued to rise. However, due to increasingly strict rules imposed by platforms like Amazon on third-party sellers, many sellers are now considering transitioning from platforms to independent stores.
跨境电商的两种主要模式
Two Main Models of Cross-Border E-commerce
目前，跨境电商主要有两种方式：
- 在亚马逊等第三方平台进行销售
- 自身构建独立站点运营
Currently, there are two main models for cross-border e-commerce:
- Selling on third-party platforms like Amazon
- Building and operating independent stores
独立站模式是一个大趋势，尤其是在移动支付、直播带货、国际物流等不断发展成熟的情况下，中国卖家和品牌商建立独立站的意愿更强烈。
The independent store model is a major trend, especially with the continuous development and maturity of mobile payments, live streaming commerce, and international logistics. Chinese sellers and brands are showing stronger willingness to establish independent stores.
为什么现在是最佳时机？
Why Now is the Best Time?
疫情把海外的线上购物习惯培养了起来，而且这个市场远远没有饱和，对跨境电商来说是一个非常好的时机。
The pandemic has cultivated overseas online shopping habits, and this market is far from saturated, making it an excellent opportunity for cross-border e-commerce.
跨境电商独立站的四大优势
Four Major Advantages of Cross-Border E-commerce Independent Stores
1. 去中心化，打破规则约束
独立站相比第三方平台，商家能自主管控销售环节，没有产品下架的风险和各种政策压制。
1. Decentralization, Breaking Rule Constraints
Compared to third-party platforms, independent stores allow merchants to control the sales process independently, without the risk of product removal or various policy restrictions.
2. 塑造品牌，增强品牌体验
商家可以通过品牌宣传，包括文案、视频以及品牌介绍等，让自己的产品和竞争对手的产品形成差异化。
2. Brand Building, Enhancing Brand Experience
Merchants can differentiate their products from competitors through brand promotion, including copywriting, videos, and brand introductions.
3. 提高回购率
通过独立站中的营销工具，例如建站系统里的联盟营销功能带动品牌的营销，产生持续的复购。
3. Increasing Repurchase Rate
Through marketing tools in independent stores, such as affiliate marketing functions in website building systems, brands can drive continuous repurchases.
4. 沉淀数据，促进转化
独立站可以帮助商家获取到客户的所有数据，通过用户数据，商家可以更精准地锚定客户消费需求。
4. Data Accumulation, Promoting Conversion
Independent stores help merchants obtain all customer data, allowing them to more accurately target consumer needs.
SEO还是全球推广？
SEO or Global Promotion?
对于独立站新手来说，SEO是长期稳定的流量来源，而全球推广（包括谷歌竞价）可以快速获取流量但成本较高。建议新手先从SEO入手，建立稳定的流量基础后再考虑全球推广。
For independent store beginners, SEO is a long-term stable traffic source, while global promotion (including Google Ads) can quickly acquire traffic but at a higher cost. It is recommended that beginners start with SEO to establish a stable traffic foundation before considering global promotion.
