跨境电商新选择：独立站如何助力卖家突破亚马逊限制实现增长
国际顶尖的推广和SEO留痕策略 | Top-tier international promotion and SEO strategies
谷歌竞价怎样推广赚钱？ 除了亚马逊，跨境卖家还能怎么卖货？坐在家中买全球好物早已不是新鲜事——以亚马逊为代表的跨境电商平台上来自全球的商品等待着被全球买家选购。
How to make money with Google Ads? Beyond Amazon, what other options do cross-border sellers have? Buying global products from home is no longer new - products from around the world await global buyers on platforms like Amazon.
由于平台局限性，不少卖家近年来开始寻找新的业务增长渠道。去年7月，国务院办公厅印发《关于加快发展外贸新业态新模式的意见》提出，支持外贸细分服务平台发展壮大。其中包括"鼓励外贸企业自建独立站，支持专业建站平台优化提升服务能力"。独立站成了跨境卖家的新选择。
Due to platform limitations, many sellers have begun seeking new growth channels in recent years. In July last year, the General Office of the State Council issued the "Opinions on Accelerating the Development of New Forms and Models of Foreign Trade," proposing to support the development of specialized foreign trade service platforms, including "encouraging foreign trade enterprises to build independent websites and supporting professional website-building platforms to optimize and enhance service capabilities." Independent websites have become a new choice for cross-border sellers.
卖家说：半年实现销量翻番 | Seller's story: Doubling sales in six months
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。过去，亚马逊平台和线下经销商是海帝思的主要销售渠道。但企业负责人认为，入驻第三方电商平台得到的流量永远都是池子里的，而不是完全属于品牌的。
Hidizs is a Chinese company that independently develops portable music products like lossless music players. In the past, Amazon and offline distributors were Hidizs' main sales channels. However, the company believes that traffic from third-party e-commerce platforms always belongs to the platform rather than the brand itself.
什么是独立站？ | What is an independent website?
店匠科技有关负责人告诉海妹，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。
According to a representative from Shoplazza, an independent website in the cross-border e-commerce industry refers to a website with an independent domain name. Simply put, it means sellers build their own websites to upload and sell products while conducting independent marketing and promotion.
专家分析：化解"卡脖子"风险 | Expert analysis: Mitigating "chokepoint" risks
商务部国际贸易经济合作研究院电子商务研究所副研究员洪勇分析，中国企业正在经历"去亚马逊"趋势主要有三方面原因：
Hong Yong, associate researcher at the E-commerce Research Institute of the Chinese Academy of International Trade and Economic Cooperation, analyzed three main reasons for Chinese companies' "de-Amazon" trend:
- 亚马逊平台入驻费用保持高位
- 去年亚马逊关停了大量中国卖家账号
- 亚马逊不提供消费者核心数据
- High platform entry fees on Amazon
- Amazon suspended many Chinese seller accounts last year
- Amazon doesn't provide core consumer data
双轨并行策略 | Dual-track strategy
专家认为，对跨境卖家来说，亚马逊与独立站"双轨并行"，可以发挥"1+1 > 2"的最佳效用。这种"双轨并行"模式有2种细分情况：
Experts believe that for cross-border sellers, the "dual-track" approach of using both Amazon and independent websites can achieve a "1+1 > 2" effect. There are two specific scenarios for this dual-track model:
市场前景 | Market prospects
2020年跨境电商独立站市场规模为0.8万亿元，去年以来进入快速发展期，预计到2025年独立站的市场规模将上升至5.5万亿元，这对跨境卖家来说意味着巨大机遇。
In 2020, the market size of cross-border e-commerce independent websites was 0.8 trillion yuan. Since last year, it has entered a period of rapid development, and it is expected that by 2025, the market size of independent websites will rise to 5.5 trillion yuan, which means huge opportunities for cross-border sellers.
成功关键：精细化运营 | Key to success: Refined operations
业内人士建议，独立站发展到一定阶段后，除了需要更加精细地测算每次获取流量的成本，还要考虑如何提升自己的客单价，不能只关注当期的回报和价值，还要重视对品牌价值的打磨。
Industry insiders suggest that after an independent website reaches a certain stage of development, in addition to more precisely calculating the cost of each traffic acquisition, it's also necessary to consider how to increase the average order value. Sellers shouldn't just focus on immediate returns and value but also pay attention to polishing brand value.
