如何通过Shopify DTC独立站打造全球化品牌？资深专家陈威谕分享实战经验
在2024全球化新锐品牌数字营销峰会上，Shopify大中华区资深合作伙伴经理陈威谕发表了题为《出海企业如何通过DTC独立站构建品牌化经营方式？》的重要演讲。他指出，中国企业的出海战略正从"价格导向"向"价值导向"转变，而Shopify正是帮助企业实现这一转型的利器。
At the 2024 Global Emerging Brands Digital Marketing Summit, Chen Weiyu, Senior Partner Manager of Shopify Greater China, delivered a keynote speech titled "How Can Overseas Enterprises Build Branded Operations Through DTC Independent Stores?". He pointed out that Chinese companies' overseas strategies are shifting from "price-oriented" to "value-oriented", and Shopify is the perfect tool to facilitate this transformation.
Shopify：技术平台而非电商平台
Shopify: A Technology Platform, Not an E-commerce Platform
陈威谕强调，Shopify本质上是一个科技平台，而非电商平台。2023年，Shopify在研发上投入了17亿美元，公司近一半员工是工程师，专注于平台优化和商家增长解决方案。
Chen emphasized that Shopify is fundamentally a technology platform, not an e-commerce platform. In 2023, Shopify invested $1.7 billion in R&D, with nearly half of its employees being engineers focused on platform optimization and merchant growth solutions.
Shopify的四大核心优势
Four Core Advantages of Shopify
1. 可扩展性与稳定性(Scalability & Stability)
每分钟可处理4.5万笔订单，相当于周杰伦演唱会级别的流量需求。
2. 创新力(Innovation)
拥有超过1万个APP的生态系统，如同智能手机的应用商店。
3. 全球化生态圈(Global Ecosystem)
与飞书深诺等全球合作伙伴网络，提供本地化支持。
4. 简单易用(Ease of Use)
拖拽式建站，无需编程知识即可管理网站。
1. Scalability & Stability
Can handle 45,000 orders per minute, equivalent to the traffic demand of a Jay Chou concert.
2. Innovation
Ecosystem with over 10,000 apps, like a smartphone's app store.
3. Global Ecosystem
Partnership network including BeyondClick for localized support.
4. Ease of Use
Drag-and-drop website building, no coding knowledge required.
Shopify的高转化率秘诀
Secrets of Shopify's High Conversion Rates
Shopify的转化率比行业平均水平高出15-20%，这得益于：
- 创新的结账流程（Shopify Payments自动填充支付信息）
- 响应式设计（在所有设备上完美显示）
- 丰富的营销工具（如Launchpad活动管理）
Shopify's conversion rates are 15-20% higher than industry average, thanks to:
- Innovative checkout process (Shopify Payments auto-fills payment info)
- Responsive design (perfect display on all devices)
- Rich marketing tools (like Launchpad campaign management)
成功案例与实战建议
Success Cases and Practical Advice
陈威谕分享了多个成功案例，包括年销售额6亿美元的头部商家。他建议出海企业：
- 专注产品和品牌价值，而非价格战
- 利用Shopify+拓展多国市场
- 结合B2B和B2C模式
- 使用POS系统整合线上线下数据
Chen shared several success cases, including top merchants with annual sales of $600 million. He advised overseas enterprises to:
- Focus on product and brand value, not price wars
- Use Shopify+ to expand into multiple countries
- Combine B2B and B2C models
- Integrate online and offline data with POS systems
关键结论：在全球化竞争中，价值已取代价格成为决定性因素。Shopify为出海企业提供了从技术底层到营销前端的完整解决方案，帮助中国品牌实现从"中国制造"到"中国品牌"的转型升级。
Key Conclusion: In global competition, value has replaced price as the decisive factor. Shopify provides complete solutions from technical infrastructure to marketing front-end, helping Chinese brands transform from "Made in China" to "Brand from China".
