2021年独立站发展回顾与2022年跨境电商趋势展望
2021年独立站成为跨境电商新风口，从SheIn的成功到亚马逊封店事件，中国卖家纷纷布局独立站。本文将回顾2021年独立站发展历程，并展望2022年跨境电商新趋势。
In 2021, independent websites became the new trend in cross-border e-commerce, from SheIn's success to Amazon's store closure incident, Chinese sellers have been actively building their independent websites. This article will review the development of independent websites in 2021 and look ahead to new trends in cross-border e-commerce for 2022.
01 海外DTC品牌上市潮
01 The Wave of Overseas DTC Brands Going Public
2021年是DTC品牌发展史上最辉煌的一年。据统计，仅前三季度就有19家海外DTC品牌成功上市，包括瑞典植物奶公司Oatly、眼镜巨头Warby Parker等。
2021 was the most glorious year in the development history of DTC brands. According to statistics, in the first three quarters alone, 19 overseas DTC brands successfully went public, including Swedish plant milk company Oatly and eyewear giant Warby Parker.
02 资本追逐下一个"SheIn"
02 Capital Chasing the Next "SheIn"
2021年，DTC品牌融资消息频传：
- Outer获1050万美元A轮融资
- Cupshe获超亿元人民币投资
- PatPat完成5.1亿美元C轮和D轮融资
- Cider完成1.3亿美元B轮融资
In 2021, DTC brand financing news was frequent:
- Outer received $10.5 million in Series A funding
- Cupshe received over 100 million yuan in investment
- PatPat completed $510 million in Series C and D financing
- Cider completed $130 million in Series B financing
03 "人手一个独立站"时代来临
03 The Era of "Everyone Has an Independent Website" is Coming
亚马逊封店事件后，中国卖家意识到多渠道布局的重要性。深圳跨境电商圈甚至流行"独立站将成为标配，以后将人手一个独立站"的说法。
After Amazon's store closure incident, Chinese sellers realized the importance of multi-channel layout. In Shenzhen's cross-border e-commerce circle, there is even a popular saying that "independent websites will become standard, and everyone will have one in the future."
04 独立站生态大爆发
04 The Explosion of Independent Website Ecosystem
Shopify销售额同比增长21%至29亿美元，每分钟销售额峰值达310万美元。国内独立站SaaS工具已有近500个，市场潜力巨大。
Shopify's sales increased by 21% year-on-year to $2.9 billion, with peak sales reaching $3.1 million per minute. There are nearly 500 independent website SaaS tools in China, with huge market potential.
05 TikTok与独立站结盟
05 TikTok Allies with Independent Websites
TikTok与Shopify深度合作，推出TikTok Shopping功能，为独立站带来新流量红利。
TikTok has deeply cooperated with Shopify to launch the TikTok Shopping feature, bringing new traffic dividends to independent websites.
06 快时尚出海赛道竞争激烈
06 Fierce Competition in Fast Fashion Going Global
字节跳动、阿里巴巴纷纷布局快时尚独立站，Cupshe、PatPat、Cider等品牌获得巨额融资，2022年快时尚大战一触即发。
ByteDance and Alibaba have laid out fast fashion independent websites, and brands such as Cupshe, PatPat, and Cider have received huge financing. The fast fashion war in 2022 is about to break out.
展望2022年，独立站将继续引领跨境电商发展，但同时也将面临更激烈的竞争。卖家需要关注品牌建设、流量获取和供应链优化等关键因素。
Looking ahead to 2022, independent websites will continue to lead the development of cross-border e-commerce, but will also face more intense competition. Sellers need to pay attention to key factors such as brand building, traffic acquisition and supply chain optimization.
