从0到31亿：揭秘独立站在东南亚市场的爆发式增长秘诀

从0到31亿：揭秘独立站在东南亚市场的爆发式增长秘诀

From 0 to 3.1 Billion: The Secret Behind Independent Sites' Explosive Growth in Southeast Asia

近年来，独立站已成为跨境电商的新战场。自2021年亚马逊封号潮后，越来越多的中国卖家开始认识到独立站的重要性。数据显示，未来三年中国独立站卖家数量将超过50万。在这个过程中，一些企业通过独特的技术优势，在短时间内实现了惊人的增长。

In recent years, independent sites have become a new battleground for cross-border e-commerce. Since the Amazon account suspension wave in 2021, more and more Chinese sellers have recognized the importance of independent sites. Data shows that the number of Chinese independent site sellers will exceed 500,000 in the next three years. During this process, some companies have achieved astonishing growth in a short time through unique technological advantages.

乐享集团：1年31亿的东南亚奇迹

Leshi Group: The 3.1 Billion Miracle in Southeast Asia

乐享集团(Leshi Group)就是一个典型案例。这家2021年第四季度才布局跨境电商的企业，仅用1年时间就实现了从0到31亿港元的营收增长，其中海外电商业务占总营收的83.34%。更令人惊讶的是，他们选择的市场并非卖家扎堆的欧美，而是被普遍认为"难做"的东南亚市场。

Leshi Group is a typical case. This company, which only entered the cross-border e-commerce market in the fourth quarter of 2021, achieved revenue growth from 0 to 3.1 billion Hong Kong dollars in just one year, with overseas e-commerce business accounting for 83.34% of total revenue. What's even more surprising is that they chose the Southeast Asian market, which is generally considered "difficult", rather than the crowded European and American markets.

成功秘诀：算法营销+精准流量

Secret to Success: Algorithm Marketing + Precise Traffic

乐享集团的成功离不开其强大的算法营销能力。作为"算法营销第一股"，该公司将多年积累的大数据算法技术应用于TikTok平台，实现了惊人的转化率。数据显示，其独立站MARTOP从TikTok转化到独立站实现购买的比例最高可达10%，远高于行业平均0.3%-0.8%的水平。

Leshi Group's success is inseparable from its powerful algorithm marketing capabilities. As the "first stock of algorithm marketing", the company applied its years of accumulated big data algorithm technology to the TikTok platform, achieving amazing conversion rates. Data shows that the conversion rate from TikTok to purchases on its independent site MARTOP can reach up to 10%, far higher than the industry average of 0.3%-0.8%.

东南亚市场潜力分析

Southeast Asian Market Potential Analysis

尽管东南亚市场常被认为客单价低、物流难度大，但数据显示这是一个快速增长的市场。根据谷歌、淡马锡和贝恩联合发布的报告，到2025年，东南亚电商经济规模有望突破2300亿美元。2022年，在全球增长乏力的情况下，东南亚电商GMV仍保持了16%的高增长率。

Although the Southeast Asian market is often considered to have low customer unit prices and difficult logistics, data shows it is a rapidly growing market. According to a report jointly released by Google, Temasek and Bain, by 2025, the e-commerce economy in Southeast Asia is expected to exceed $230 billion. In 2022, when global growth was weak, Southeast Asian e-commerce GMV still maintained a high growth rate of 16%.

独立站运营人才需求激增

Surge in Demand for Independent Site Operations Talent

随着独立站重要性提升，相关人才需求也呈现爆发式增长。数据显示，2022年独立站运营的市场需求较2021年暴涨了13100%。深圳作为跨境电商卖家聚集地，独立站运营岗位需求占比达15.1%，薪资水平较2021年同期增长51%。

With the increasing importance of independent sites, the demand for related talents has also exploded. Data shows that the market demand for independent site operations in 2022 increased by 13,100% compared to 2021. Shenzhen, as a gathering place for cross-border e-commerce sellers, accounts for 15.1% of the demand for independent site operations positions, with salary levels increasing by 51% compared to the same period in 2021.

未来展望

Future Outlook

随着跨境电商进入深水区，独立站已成为卖家多元化布局的重要选择。政策层面也在鼓励独立站发展，如湖南省对跨境电商年交易额首次达到1亿元、10亿元的企业，分别给予最高20万元、100万元奖励。预计到2025年，中国跨境电商独立站市场规模有望达5.5万亿元。

As cross-border e-commerce enters deep waters, independent sites have become an important choice for sellers' diversified layouts. Policies are also encouraging the development of independent sites. For example, Hunan Province provides maximum rewards of 200,000 yuan and 1 million yuan respectively for companies whose annual cross-border e-commerce transaction volume reaches 100 million yuan and 1 billion yuan for the first time. It is estimated that by 2025, the market size of China's cross-border e-commerce independent sites is expected to reach 5.5 trillion yuan.