2021年独立站发展回顾：从DTC品牌崛起到跨境电商新格局
2021年独立站发展回顾：从DTC品牌崛起到跨境电商新格局
2021 Independent Website Development Review: From DTC Brand Rise to New Cross-Border E-commerce Landscape
2021年，独立站成为跨境电商领域最热门的话题之一。从DTC品牌上市潮到资本追逐"下一个SheIn"，从亚马逊卖家转型到独立站生态爆发，这一年的独立站发展可谓风起云涌。
In 2021, independent websites became one of the hottest topics in cross-border e-commerce. From the wave of DTC brand IPOs to capital chasing "the next SheIn", from Amazon sellers transitioning to independent websites to the explosion of the independent website ecosystem, the development of independent websites this year can be described as turbulent.
01 海外DTC品牌上市热潮
01 The IPO Wave of Overseas DTC Brands
2021年是DTC品牌最辉煌的一年。据统计，仅前三季度就有19家海外DTC品牌上市，包括Oatly、Warby Parker等知名品牌，总市值超过百亿美元。
2021 was the most glorious year for DTC brands. According to statistics, in the first three quarters alone, 19 overseas DTC brands went public, including well-known brands such as Oatly and Warby Parker, with a total market value exceeding tens of billions of dollars.
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获超亿元独家投资、PatPat创下5.1亿美元融资记录。资本正在全力押注独立站赛道。
In 2021, news of DTC brand financing was frequent: Outer received $10.5 million in Series A financing, Cupshe received an exclusive investment of over 100 million yuan, and PatPat set a financing record of $510 million. Capital is fully betting on the independent website track.
03 "人手一个独立站"时代来临
03 The Era of "Everyone Has an Independent Website" is Coming
亚马逊封号事件后，越来越多卖家开始布局独立站。深圳跨境电商圈甚至流行"独立站将成为标配"的说法。连Anker也在降低对亚马逊的依赖，大力发展独立站业务。
After the Amazon account suspension incident, more and more sellers began to lay out independent websites. The Shenzhen cross-border e-commerce circle even popularized the saying that "independent websites will become standard". Even Anker is reducing its dependence on Amazon and vigorously developing its independent website business.
04 独立站生态大爆发
04 The Great Explosion of the Independent Website Ecosystem
Shopify销售额同比增长21%，创下历史记录。国内独立站SaaS工具已达近500个，FunPinPin等新兴平台获得千万级融资。谷歌、亚马逊也纷纷入局，开发类似Shopify的产品。
Shopify's sales increased by 21% year-on-year, setting a historical record. There are nearly 500 domestic independent website SaaS tools, and emerging platforms such as FunPinPin have received tens of millions in financing. Google and Amazon have also entered the market, developing products similar to Shopify.
05 TikTok与独立站结盟
05 TikTok Allies with Independent Websites
TikTok与Shopify深化合作，推出TikTok Shopping功能。北美卖家可通过Shopify后台直接开通TikTok小店，实现产品同步和流量转化。
TikTok deepened its cooperation with Shopify and launched the TikTok Shopping feature. North American sellers can directly open TikTok stores through the Shopify backend to achieve product synchronization and traffic conversion.
06 快时尚出海赛道竞争激烈
06 Fierce Competition in the Fast Fashion Going Global Track
字节跳动、阿里巴巴纷纷布局快时尚独立站，Cupshe、PatPat等品牌获得巨额融资。依托中国柔性供应链优势，快时尚成为独立站最热门赛道。
ByteDance and Alibaba have laid out fast fashion independent websites, and brands such as Cupshe and PatPat have received huge financing. Relying on the advantages of China's flexible supply chain, fast fashion has become the hottest track for independent websites.
展望2022，独立站将继续重塑跨境电商格局。但同时也面临流量成本上升、竞争加剧等挑战。卖家需要打造差异化优势，才能在独立站浪潮中立于不败之地。
Looking ahead to 2022, independent websites will continue to reshape the cross-border e-commerce landscape. But at the same time, it also faces challenges such as rising traffic costs and intensified competition. Sellers need to create differentiated advantages to remain invincible in the wave of independent websites.
