中国品牌出海：独立站是跨境电商的新机遇还是新挑战？
中国品牌出海：独立站是跨境电商的新机遇还是新挑战？
Chinese Brands Going Global: Are Independent Websites New Opportunities or Challenges for Cross-border E-commerce?
近年来，中国外贸新业态新模式发展迅速。2021年，中国跨境电商进出口额达1.98万亿元，同比增长15%。然而，跨境电商平台也存在一些局限性，不少卖家开始寻找新的业务增长渠道——独立站。
In recent years, China's foreign trade has developed rapidly with new business formats and models. In 2021, China's cross-border e-commerce import and export volume reached 1.98 trillion yuan, a year-on-year increase of 15%. However, cross-border e-commerce platforms also have some limitations, and many sellers are beginning to look for new business growth channels—independent websites.
什么是独立站？比起入驻第三方电商平台，开设独立站有哪些好处？独立站如何助力中国品牌出海？
What is an independent website? What are the benefits of setting up an independent website compared to joining third-party e-commerce platforms? How can independent websites help Chinese brands go global?
跨境卖家发展新方向
New Direction for Cross-border Sellers
海帝思是一家自主研发无损音乐播放器等便携式音乐产品的中国企业。2018年以前，亚马逊平台和线下经销商是海帝思的主要销售渠道。
Hidizs is a Chinese company that independently develops portable music products such as lossless music players. Before 2018, Amazon and offline distributors were Hidizs's main sales channels.
独立站有哪些特点？“独立站在跨境电商行业中指具备独立域名的网站。通俗来讲是指卖家自己建立一个网站，上传商品去出售，并且进行自主营销和推广。”店匠科技有关负责人表示。
What are the characteristics of independent websites? "In the cross-border e-commerce industry, an independent website refers to a website with an independent domain name. Simply put, it means that sellers build their own websites, upload products for sale, and carry out independent marketing and promotion," said a representative from Shoplazza.
打造品牌，节约成本
Building Brands and Saving Costs
中小企业为何青睐开设独立站？
Why do SMEs prefer to set up independent websites?
1. 直面消费者：独立站直面消费者，可获得一手数据，更有利于培养用户的品牌忠诚度。
1. Direct connection with consumers: Independent websites directly connect with consumers, allowing access to first-hand data, which is more conducive to cultivating user brand loyalty.
2. 运营成本低：店匠科技提供的独立站套餐价格从28美元/月到218美元/月不等，平台佣金从2%到0.2%不等，对中小企业负担较轻。
2. Low operating costs: Shoplazza offers independent website packages ranging from $28/month to $218/month, with platform commissions ranging from 2% to 0.2%, placing a lighter burden on SMEs.
3. 物流效率更高：菜鸟全球物流网络让独立站商家享受"一杯咖啡钱送全球"的高效服务。
3. Higher logistics efficiency: Cainiao's global logistics network allows independent website merchants to enjoy efficient "global delivery for the price of a cup of coffee" services.
双轨并行，让1+1＞2
Dual-track Strategy for Synergistic Effects
独立站运营面临三大挑战：
Three major challenges in operating independent websites:
1. 流量获取难题：站外引流是最大难题，需要社交媒体、搜索引擎等多渠道营销
1. Traffic acquisition challenges: Off-site traffic acquisition is the biggest challenge, requiring multi-channel marketing through social media, search engines, etc.
2. 专业人才短缺：仓储配送、广告投放等体系都需要专业团队搭建
2. Shortage of professional talent: Systems such as warehousing, distribution, and advertising all require professional teams to build
3. 营销认知不足：中小卖家更注重短期回报，缺乏品牌营销意识
3. Lack of marketing awareness: SMEs focus more on short-term returns and lack brand marketing awareness
业内专家建议，独立站与平台电商可协同运作，发挥"1+1＞2"的效果。预计到2025年，独立站市场规模将达5.5万亿元，为跨境卖家带来巨大机遇。
Industry experts suggest that independent websites and platform e-commerce can work synergistically to achieve "1+1>2" effects. It is estimated that by 2025, the independent website market size will reach 5.5 trillion yuan, bringing huge opportunities to cross-border sellers.
