外贸企业为何纷纷转向独立站？疫情后的线上转型趋势分析
外贸企业为何纷纷转向独立站？疫情后的线上转型趋势分析
Why Are Foreign Trade Companies Turning to Independent Websites? Analysis of Post-Pandemic Online Transformation Trends
疫情加速外贸企业线上转型
Pandemic Accelerates Online Transformation of Foreign Trade Companies
自2020年起，受疫情影响，传统外贸企业线下交易受阻，许多企业开始探索线上渠道。广州跨境电商从业者王强（化名）利用TikTok流量红利，将用户导流至独立站进行销售。类似案例在义乌等地也屡见不鲜，手工用品商家刘春华（化名）通过阿里速卖通收到大量海外订单。
Since 2020, affected by the pandemic, traditional foreign trade companies have faced obstacles in offline transactions, prompting many to explore online channels. Guangzhou cross-border e-commerce practitioner Wang Qiang (pseudonym) leveraged TikTok's traffic dividends to redirect users to independent websites for sales. Similar cases have become common in places like Yiwu, where handicraft seller Liu Chunhua (pseudonym) received numerous overseas orders through AliExpress.
线下交易萎缩催生建站需求
Decline in Offline Transactions Spurs Website Construction Demand
FunPinPin市场部总监黄飞调研发现，广州服装档口外贸订单锐减，部分企业外贸业务从90%跌至10%。这种变化促使70%的外贸企业开始学习建站和SEO技术，而以往这些企业主要依赖线下展会和客户推荐。
FunPinPin Marketing Director Huang Fei's research revealed that foreign trade orders at Guangzhou clothing stalls have sharply declined, with some companies seeing their foreign trade business drop from 90% to 10%. This change has prompted 70% of foreign trade companies to start learning website construction and SEO techniques, whereas previously these companies mainly relied on offline exhibitions and customer referrals.
B2B建站市场迎来爆发
B2B Website Construction Market Experiences Boom
2022年，B2B建站服务成为新蓝海。FunPinPin和SHOPLINE等平台纷纷推出B2B建站解决方案，提供工厂展示、批发询盘等功能。数据显示，中国B2B出口跨境电商年均复合增长率达23%，预计2021-2025年将提升至28%。
In 2022, B2B website construction services became a new blue ocean. Platforms like FunPinPin and SHOPLINE have launched B2B website construction solutions, offering functions such as factory displays and wholesale inquiries. Data shows that China's B2B cross-border e-commerce export compound annual growth rate reached 23%, and is expected to increase to 28% from 2021 to 2025.
行业巨头纷纷布局B2B赛道
Industry Giants Enter B2B Market
阿里巴巴国际站推出OKKI独立站操作系统，敦煌网发布MyyShop分销平台，京东将JOYBUY升级为跨境B2B平台"京东全球贸"。Shopify和BigCommerce等国际建站平台也加强了B2B功能，TikTok近期新增"get quote"询盘功能，为外贸企业提供更多商机。
Alibaba International Station launched the OKKI independent website operating system, DHgate released the MyyShop distribution platform, and JD.com upgraded JOYBUY to the cross-border B2B platform "JD Global Trade". International website construction platforms like Shopify and BigCommerce have also enhanced their B2B features, while TikTok recently added a "get quote" inquiry function, providing more business opportunities for foreign trade companies.
未来展望：线上线下融合成趋势
Future Outlook: Integration of Online and Offline Becomes Trend
随着疫情常态化，外贸企业不再局限于单一渠道，而是采用"线上+线下"、"B2B+B2C"的多元化布局。建站服务商需要提供更全面的解决方案，帮助外贸企业实现数字化转型。
With the normalization of the pandemic, foreign trade companies are no longer limited to single channels, but adopt diversified layouts combining "online + offline" and "B2B + B2C". Website construction service providers need to offer more comprehensive solutions to help foreign trade companies achieve digital transformation.
