独立站站群时代终结：2022跨境电商合规化转型指南
独立站站群时代终结：2022跨境电商合规化转型指南
The End of Site Group Era: 2022 Cross-border E-commerce Compliance Transformation Guide
2021年亚马逊封号潮引发行业地震，铺货型卖家遭遇市场淘汰。与此同时，Facebook、Google等平台也加强了对独立站卖家的监管，站群模式面临严峻挑战。
The 2021 Amazon account suspension wave triggered an industry earthquake, with drop-shipping sellers being eliminated from the market. At the same time, platforms like Facebook and Google have also strengthened supervision of independent station sellers, and the site group model is facing severe challenges.
什么是站群模式？
What is the site group model?
站群模式是指通过建站工具批量搭建数十甚至上百个网站，通过广告投放快速测试爆品。这种模式具有门槛低、见效快的特点，但缺乏监管容易滋生违规行为。
The site group model refers to building dozens or even hundreds of websites in batches through website building tools, and quickly testing explosive products through advertising. This model has the characteristics of low threshold and quick results, but the lack of supervision can easily breed violations.
不合规的站群运营会导致：
Non-compliant site group operations will lead to:
- 海外消费者对中国品牌信任度下降
- Decreased trust in Chinese brands among overseas consumers
- 平台监管政策持续收紧
- Continuous tightening of platform supervision policies
- 合规卖家受到连带影响
- Compliant sellers being affected by association
2022年转型方向
2022 Transformation Direction
根据益普索报告显示，虽然欧美市场对中国品牌好感度仍偏低，但通过垂直精品站和DTC品牌站的出海，中国品牌形象正在逐步提升。
According to the Ipsos report, although the favorability of Chinese brands in European and American markets is still low, the image of Chinese brands is gradually improving through the overseas expansion of vertical boutique sites and DTC brand sites.
建站平台选择建议
Website Building Platform Selection Suggestions
选择建站服务商时应重点考虑：
When choosing a website building service provider, you should focus on:
- 平台生态环境是否健康
- Whether the platform's ecosystem is healthy
- 客服响应速度
- Customer service response speed
- 合规经营记录
- Compliance operation records
以Shoptop为例，其在Scamadviser上的信誉指数为满分100，这得益于其坚持不与不合规卖家合作的原则。
Take Shoptop as an example, its credibility index on Scamadviser is a perfect score of 100, which benefits from its principle of not cooperating with non-compliant sellers.
转型建议
Transformation Suggestions
对于想要转型的站群卖家，建议：
For site group sellers who want to transform, it is recommended:
- 转向垂直精品站运营
- Switch to vertical boutique site operations
- 建立DTC品牌独立站
- Establish DTC brand independent stations
- 选择合规建站平台
- Choose compliant website building platforms
跨境电商已进入品牌化、合规化的新阶段，只有顺应趋势才能获得长远发展。
Cross-border e-commerce has entered a new stage of branding and compliance, and only by following the trend can we achieve long-term development.
