领先的市场采购贸易：谷歌竞价推广有几种？跨境小众品类怎么做？
领先的市场采购贸易：谷歌竞价推广有几种？跨境小众品类怎么做？
Leading Market Procurement: How Many Types of Google Bidding Promotions Are There? How to Approach Niche Cross-Border Categories?
眼镜会是独立站最佳选品之一吗？
Is Eyewear One of the Best Product Choices for Independent Stores?
相较于服装、3C配件等大热品类，眼镜的存在感其实并不高，但同时眼镜的需求量也不低，个别品类甚至是大爆品类，比如说夏天的太阳眼镜。那么眼镜是适合独立站的选品吗？做眼镜品类的话，有哪些需要注意的地方吗？
Compared to popular categories like clothing and 3C accessories, eyewear may not seem as prominent. However, the demand for eyewear is not low, and certain subcategories, such as sunglasses in summer, can even become bestsellers. So, is eyewear a suitable product choice for independent stores? What should sellers pay attention to when entering the eyewear market?
眼镜作为跨境品类的优势
Advantages of Eyewear as a Cross-Border Category
从选品角度考虑，眼镜实际上是非常适合作为跨境品类的，首先眼镜的市场需求较大且较为稳定，其次眼镜的客单价较高，利润率也较高。最后在运输方面，眼镜有小而轻的优势，但同时也有易碎的风险。
From a product selection perspective, eyewear is actually a great fit for cross-border e-commerce. First, the market demand for eyewear is substantial and relatively stable. Second, eyewear typically has a higher average order value (AOV) and profit margin. Lastly, in terms of shipping, eyewear is small and lightweight, but it also carries the risk of being fragile.
眼镜品类出海注意事项
Key Considerations for Eyewear in Cross-Border Sales
供货商稳定的货源是开启跨境销售的第一步，货源卖家可以考虑从线上供货平台去寻找，也可以到工厂去实地考察。相对来说，后者所拿到的货源，优势会更加明显，价格更低且更加稳定，不过也更加麻烦。
A stable supplier is the first step in launching cross-border sales. Sellers can source products from online wholesale platforms or visit factories for on-site inspections. The latter option usually offers more advantages—lower prices and greater stability—though it requires more effort.
我国最大的眼镜制造商群位于江苏省丹阳市，丹阳市眼镜镜片年产量3亿多片，占全球40%的市场，丹阳市也是全球最大的镜片生产基地。如果卖家距离较近，其实可以考虑到丹阳市去看一看，多家对比，找到最优选。
China's largest eyewear manufacturing hub is located in Danyang, Jiangsu Province. Danyang produces over 300 million lenses annually, accounting for 40% of the global market, making it the world's largest lens production base. If sellers are nearby, visiting Danyang to compare multiple suppliers and find the best option is highly recommended.
温馨小贴士：为了增强对货源的掌控力，卖家可以考虑遵循就近原则。
Pro Tip: To strengthen supply chain control, sellers should consider the principle of proximity.
眼镜品类选择
Eyewear Category Selection
常规眼镜：常规眼镜的市场需求是最稳定的，因为近视人群的需求就摆在那里。不过常规眼镜会涉及到一个度数问题，因为卖家无法给消费者进行实际检测，所以只能依靠消费者自行选择，那退货率方面就比较难以把控了。
Prescription Glasses: The demand for prescription glasses is the most stable due to the needs of people with myopia. However, prescription glasses involve vision correction, and since sellers cannot conduct actual eye tests, they must rely on customers to choose their own prescription. This makes returns harder to control.
功能眼镜：功能眼镜包括太阳眼镜、潜水镜、防风沙镜等等，其中太阳眼镜在海外市场中的需求量是非常高的，尤其是夏季，往往会迎来一个销量高峰期。不过太阳眼镜的市场竞争也非常激烈，国外成熟大品牌是非常多的，卖家可能要足够特别才能脱颖而出。
Functional Eyewear: This category includes sunglasses, diving goggles, and windproof goggles. Among these, sunglasses have extremely high demand in overseas markets, especially during summer, when sales peak. However, the competition in the sunglasses market is fierce, with many established international brands. Sellers need unique offerings to stand out.
装饰性眼镜：随着消费水平的提高，人们对于装饰性物品的需求也变得越来越高。装饰性眼镜制作门槛低、复购率高，是比较适合独立站卖家的选品。不过装饰性眼镜往往具有较高的时效性、潮流性，同时也更加注重差异化，对卖家品类选择要求较高。
Fashion Eyewear: As consumer spending power increases, demand for decorative items like fashion eyewear is growing. These glasses have low production barriers and high repurchase rates, making them a great choice for independent stores. However, fashion eyewear is highly trend-driven and requires differentiation, demanding strong product selection skills from sellers.
温馨小贴士：不同国家的消费者，在装饰性眼镜的风格偏好上是有所不同的，卖家要根据目标市场消费者的实际喜好，来做出差异化选择。
Pro Tip: Consumers in different countries have varying style preferences for fashion eyewear. Sellers should tailor their product selections based on the actual preferences of their target markets.
眼镜市场的需求还是相当可观的，当然难度也不低，一方面眼镜出口清关较为复杂，另一方面海外市场竞争也较为激烈。至于如何选择，还是要看卖家自己的实际情况。
The eyewear market offers substantial demand, but it also presents challenges—complex customs clearance for exports and intense competition overseas. The final decision on product selection should be based on the seller's specific circumstances.
