27万亚马逊卖家转型独立站：SHOPLINE如何助力跨境电商新生态？
记者｜覃毅 编辑｜夏崇 （Reporter: Qin Yi, Editor: Xia Chong）
今年4月起，亚马逊"封号风波"令数万家中国跨境大卖遭受重创。布局独立站，成为众多亚马逊卖家的选择之一。
Since April this year, Amazon's "account suspension wave" has hit tens of thousands of Chinese cross-border sellers hard. Building independent stores has become a key choice for many Amazon sellers.
去年至今，独立站SaaS服务商Shopify全面爆发。2020年，其年度收入同比增长86%，GMV同比增长96%，达到1200亿美元。据今年Q3财报，Shopify净利润达11.48亿美元，同比暴涨501%。同期，亚马逊净利润同比大幅下降了50%。
Since last year, independent store SaaS provider Shopify has experienced explosive growth. In 2020, its annual revenue increased by 86% year-on-year, with GMV growing 96% to reach $120 billion. According to Q3 financial reports this year, Shopify's net profit reached $1.148 billion, a staggering 501% increase. During the same period, Amazon's net profit dropped significantly by 50%.
行业变革：从平台依赖到独立站生态
Industry Transformation: From Platform Dependence to Independent Store Ecosystem
"如果说2020年是中国跨境出口电商独立站的元年，那么2021年，独立站已经成为所有卖家的标配。"SHOPLINE总经理、欢聚集团跨境业务负责人乔冠元表示。
"If 2020 was the first year of independent cross-border e-commerce stores in China, then 2021 has seen independent stores become standard for all sellers," said Qiao Guanyuan, General Manager of SHOPLINE and Head of Cross-border Business at Joyy Group.
SHOPLINE于2013年在中国香港创立，是一家立足亚洲地区的独立站SaaS服务商。创立之初，其目标市场主要集中在中国港台和东南亚，根据跨境电商卖家的建站需求，开发了包括支付、物流在内的全链路服务体系。
Founded in Hong Kong, China in 2013, SHOPLINE is an independent store SaaS provider focusing on the Asian market. Initially targeting Hong Kong, Taiwan and Southeast Asia, it developed a full-chain service system including payment and logistics based on cross-border e-commerce sellers' store-building needs.
内地市场突破：本土化战略是关键
Breaking into Mainland Market: Localization Strategy is Key
2020年，SHOPLINE获得欢聚集团的战略投资，正式进入中国大陆市场。据乔冠元回忆，SHOPLINE进军内地时曾遭遇"水土不服"。
In 2020, SHOPLINE received strategic investment from Joyy Group and officially entered the mainland China market. According to Qiao Guanyuan, SHOPLINE initially faced challenges adapting to the local market.
为了解决这个问题，SHOPLINE在中国内地组建了一支千人团队，其中包括800名研发成员，旨在加速产品功能和解决方案的升级改造。平台采取了贴合中国卖家需求的"本土化"设计，包括品类运营专家扶持、品牌出海托管等服务和培训。
To address this, SHOPLINE established a team of 1,000 in mainland China, including 800 R&D members, to accelerate product upgrades. The platform adopted "localized" designs catering to Chinese sellers' needs, including category operation support, brand globalization services and training.
竞争优势：全方位生态链赋能
Competitive Advantage: Comprehensive Ecosystem Empowerment
目前，SHOPLINE的产品和服务已覆盖建站、选品、供应链，以及流量、支付、物流等环节，搭建了"人货场"生态。在佣金方面，Shopify按销售额的2%收取，而SHOPLINE年付标准版的抽佣比例仅为0.3%。
Currently, SHOPLINE's products and services cover store building, product selection, supply chain, as well as traffic, payment and logistics, establishing a "people-goods-market" ecosystem. In terms of commissions, Shopify charges 2% of sales, while SHOPLINE's annual standard version only takes 0.3%.
在乔冠元看来，SHOPLINE拥有长期的理想主义——向"行业前辈"Shopify看齐。"接下来我们会进入更多国家和地区，服务当地的商家，帮助当地商家做好本地生意和跨境生意。"
In Qiao Guanyuan's view, SHOPLINE has long-term idealism - to catch up with the "industry pioneer" Shopify. "Next, we will enter more countries and regions to serve local merchants and help them do well in both local and cross-border business."
未来展望：从中国走向全球
Future Outlook: From China to Global
SHOPLINE正逐步细化平台商家的运营逻辑，根据卖家的业务模式将其划分为流量型、产品型、品牌型，针对不同卖家打造不同的深度服务体系。
SHOPLINE is gradually refining its operational logic for platform merchants, categorizing them into traffic-oriented, product-oriented and brand-oriented types based on their business models, creating tailored service systems for different sellers.
帮助卖家进行站外引流方面，SHOPLINE与Google和Facebook实现合作。基于合作关系，帮助独立站卖家更快速、更高质量地完成广告开户动作。
To help sellers with external traffic, SHOPLINE has partnered with Google and Facebook. Through these partnerships, it helps independent store sellers complete advertising account openings faster and with higher quality.
