权威外贸APP平台：中小卖家如何突破独立站流量瓶颈？
权威外贸APP平台：中小卖家如何突破独立站流量瓶颈？
Top Foreign Trade APP Platforms: How Can Small & Medium Sellers Break Through the Traffic Bottleneck of Independent Stores?
2022年跨境电商行业趋势分析
Analysis of Cross-border E-commerce Industry Trends in 2022
随着疫情带来的线上消费红利逐渐消失，跨境电商行业正进入后疫情时代。平台、卖家和物流商都面临增长乏力的问题。如何破局？独立站成为越来越多卖家的选择。
With the gradual disappearance of the online consumption dividend brought by the pandemic, the cross-border e-commerce industry is entering the post-pandemic era. Platforms, sellers, and logistics providers are all facing growth challenges. How to break through? Independent stores have become the choice for more and more sellers.
独立站：跨境电商的第二增长点
Independent Stores: The Second Growth Point for Cross-border E-commerce
据亿邦智库预测，2022年跨境电商零售额超1000万美元的中国出海品牌数量或将超过2277个。服饰鞋包、数码3C、家居厨房用品是主要品类。
According to EBang Think Tank, the number of Chinese brands going overseas with cross-border e-commerce retail sales exceeding $10 million in 2022 may exceed 2,277. Apparel, footwear, digital 3C, and home kitchen products are the main categories.
平台卖家转型独立站的挑战
Challenges for Platform Sellers Transitioning to Independent Stores
调查显示，60%的卖家认为引流是最大难点，25%担忧人才问题。独立站运营与平台卖货模式截然不同，需要全新的知识和技能。
Surveys show that 60% of sellers consider traffic acquisition the biggest challenge, while 25% worry about talent issues. Operating an independent store is completely different from platform sales, requiring new knowledge and skills.
独立站推广锦囊
Independent Store Promotion Tips
- 长期来看需要自建投放团队积累经验
- 不同品类选择不同推广平台：标品适合谷歌搜索，有调性的产品适合红人营销
- 投放前做好市场调研，利用谷歌趋势等工具了解用户偏好
- 控制推广成本，可设置预算上限
- 谷歌购物广告转化率更高
- 广告素材是关键，优质内容带来更高转化
- In the long run, you need to build your own advertising team to accumulate experience
- Different categories choose different promotion platforms: standard products are suitable for Google search, while stylish products are suitable for influencer marketing
- Conduct market research before advertising, use tools like Google Trends to understand user preferences
- Control promotion costs by setting budget limits
- Google Shopping ads have higher conversion rates
- Ad creatives are key, high-quality content brings higher conversions
谷歌广告：突破流量瓶颈的秘密武器
Google Ads: The Secret Weapon to Break Through Traffic Bottlenecks
谷歌广告包含11种产品系列，对于B2C跨境卖家，建议重点关注搜索广告、购物广告、视频广告和效果最大化广告。
Google Ads includes 11 product series. For B2C cross-border sellers, it is recommended to focus on search ads, shopping ads, video ads, and Performance Max campaigns.
成功案例：Bagotte邦果
Success Story: Bagotte
Bagotte通过效果最大化广告使品牌搜索量提升51%，转化率提升235%，ROAS提升117%，销售额提升567%。
Bagotte increased brand search volume by 51%, conversion rate by 235%, ROAS by 117%, and sales by 567% through Performance Max campaigns.
未来趋势：多渠道布局
Future Trend: Multi-channel Layout
跨境电商的未来一定是多渠道布局。独立站结合平台运营，才能实现长期稳定发展。
The future of cross-border e-commerce must be a multi-channel layout. Only by combining independent stores with platform operations can long-term stable development be achieved.
