谷歌加码中国企业出海：独立站成为跨境电商新增长点
厦门，2023年 - 经过超过半年的筹备，在厦门自贸片区管委会支持推动下，谷歌跨境电商加速中心终于在厦门海上世界正式启用。这预示着谷歌对中国跨境出海业务再加码。
Xiamen, 2023 - After more than six months of preparation, with the support of the Xiamen Free Trade Zone Management Committee, the Google Cross-border E-commerce Acceleration Center was officially launched in Xiamen Sea World. This signals Google's renewed commitment to China's cross-border export business.
与中国消费者偏好于在第三方电商平台购物不同，品牌独立站是海外消费者了解品牌、下单交易的重要窗口。在传统外贸时代，中国卖家较多以白牌产品为主，而随着中国产业转型升级，卖家品牌意识逐渐增强，建设独立站需求迫切。
Unlike Chinese consumers who prefer shopping on third-party e-commerce platforms, brand independent websites are an important window for overseas consumers to understand brands and place orders. In the traditional foreign trade era, Chinese sellers mainly focused on white-label products. With China's industrial transformation and upgrading, sellers' brand awareness has gradually increased, creating urgent demand for building independent websites.
为什么独立站如此重要？
Why Are Independent Websites So Important?
独立站可以帮助卖家做全球市场推广和拓展，核心价值有4个方面：
Independent websites can help sellers with global market promotion and expansion, with four core values:
- 盈利提升：直接接触海外消费者，灵活管理产品定价
- Profit improvement: Direct contact with overseas consumers and flexible product pricing management
- 品牌打造：完全掌控品牌形象，打造差异化
- Brand building: Complete control over brand image and differentiation
- 数据洞察：挖掘交易及用户数据，实现精准营销
- Data insights: Mining transaction and user data for precise marketing
- 用户反馈：收集真实反馈，提升用户体验
- User feedback: Collecting genuine feedback to improve user experience
数据显示，2024年我国跨境独立站规模将达到3.45万亿元，占跨境电商B2C市场的35%。据测算，预计到2025年市场份额将从2020年的25%上升至41%。
Data shows that in 2024, China's cross-border independent website market will reach 3.45 trillion yuan, accounting for 35% of the cross-border B2C e-commerce market. It is estimated that by 2025, the market share will increase from 25% in 2020 to 41%.
谷歌如何助力中国卖家？
How Does Google Help Chinese Sellers?
"谷歌希望通过两方面帮助卖家解决这些挑战。一方面是市场培训，另一方面是通过整合市场上许多独立站服务商的资源，为卖家打造一站式解决方案。"谷歌数字营销解决方案中国区副总裁梁翠萍表示。
"Google hopes to help sellers address these challenges in two ways. One is market training, and the other is to create one-stop solutions for sellers by integrating resources from many independent website service providers in the market," said Liang Cuiping, Vice President of Google Digital Marketing Solutions China.
在不久前结束的谷歌跨境电商加速中心启动仪式上，物流解决方案服务商菜鸟集团、全球资金解决方案服务商Pingpong、kua.ai以及跨境退货解决方案初创企业Return Helper等均出席了启动会。
At the recent launch ceremony of the Google Cross-border E-commerce Acceleration Center, logistics solution provider Cainiao Group, global capital solution provider Pingpong, kua.ai, and cross-border return solution startup Return Helper all attended the launch meeting.
