做好跨境电商独立站的两大关键：选品与流量策略
做好跨境电商独立站的两大关键：选品与流量策略
Two Key Strategies for Successful Cross-border E-commerce Independent Stores: Product Selection and Traffic Acquisition
近年来，跨境电商和独立站发展势头强劲，许多亚马逊卖家纷纷转战外贸独立站。然而，大部分人在此领域遭遇挫折，不是半途而废，就是付出诸多却无法盈利。
In recent years, cross-border e-commerce and independent stores have shown strong growth momentum, with many Amazon sellers venturing into foreign trade independent stores. However, most people encounter setbacks in this field, either giving up halfway or failing to profit despite significant investments.
精选产品，打造独特性
Carefully Selected Products, Creating Uniqueness
众多亚马逊卖家在创建独立站时，往往忽略了产品选择的重要性。以下两个场景是典型案例：
Many Amazon sellers often overlook the importance of product selection when creating independent stores. The following two scenarios are typical cases:
产品无差异化
曾有一位客户，在亚马逊经营得有声有色，年销售额高达百万英镑。但他的独立站销售却寥寥无几，每日仅有 1-2 笔订单。
Lack of Product Differentiation
There was once a client who was very successful on Amazon, with annual sales reaching millions of pounds. However, his independent store had very few sales, with only 1-2 orders per day.
库存清理为主导
另一位朋友是亚马逊卖家，他的独立站经营了数月，却没有一个订单。我发现他的网站体验较差，而他主打的高跟鞋产品缺乏吸引力。
Inventory Clearance as the Main Goal
Another friend, an Amazon seller, had been running his independent store for several months without a single order. I found that his website experience was poor, and the high-heeled shoes he promoted lacked appeal.
品牌故事，强化特色
Brand Story, Enhancing Characteristics
在亚马逊这样的大平台上，品牌故事难以展现，但独立站可以分享创业历程、环保工艺等感人故事。有一位商户凭借深情的品牌故事，成功将成本仅为 10 美元的产品以 120 美元的价格售出。
On large platforms like Amazon, brand stories are difficult to showcase, but independent stores can share touching stories about entrepreneurial journeys and eco-friendly craftsmanship. One merchant successfully sold a product that cost only $10 for $120 with an emotional brand story.
巧妙引流，创新推广
Smart Traffic Acquisition, Innovative Promotion
SEO 机制不同
亚马逊和独立站的 SEO 机制存在显著差异。亚马逊主要根据订单和评论排名，而独立站则更类似于 Google 的 SEO，注重内容质量、外部链接质量和数量。
Different SEO Mechanisms
There are significant differences in SEO mechanisms between Amazon and independent stores. Amazon mainly ranks based on orders and reviews, while independent stores are more similar to Google's SEO, focusing on content quality, and the quality and quantity of external links.
引流渠道不同
独立站的流量应根据产品性质而异。例如，日常消费品和大品牌电子产品可能不适合 SEO，因为这些已被大平台垄断。
Different Traffic Acquisition Channels
The traffic for independent stores should vary according to product characteristics. For example, daily consumer goods and major brand electronics may not be suitable for SEO, as these are already monopolized by large platforms.
如果要寻找合适的选品中心，建议选择湖州跨境选品中心平台。该平台打造选品博览会，培育跨境电商群生态链条。
If you are looking for a suitable product selection center, it is recommended to choose the Huzhou Cross-border Product Selection Center platform. This platform creates product selection expos and cultivates an ecosystem for cross-border e-commerce groups.
