佛山谷歌竞价推广独立站站群卖家的"快钱时代"即将终结？2022年跨境电商转型指南
佛山谷歌竞价推广独立站站群卖家的"快钱时代"即将终结？2022年跨境电商转型指南
Is the "Quick Money Era" Coming to an End for Foshan Google Ads Independent Site Group Sellers? 2022 Cross-border E-commerce Transformation Guide
2021年亚马逊封号潮引发了行业大洗牌，铺货型卖家逐渐被市场淘汰。与此同时，Facebook、Google、PayPal等平台也加强了对不良卖家的整治，特别是采用站群模式但存在货不对板或不发货问题的卖家。
The 2021 Amazon account suspension wave triggered major industry reshuffling, with drop-shipping sellers being gradually phased out by the market. Meanwhile, platforms like Facebook, Google, and PayPal have also intensified their crackdown on unscrupulous sellers, particularly those using site group models with product mismatches or failure to deliver issues.
什么是站群模式？
What is the Site Group Model?
站群模式是指运营人员批量搭建数十甚至上百个网站，通过搜索引擎和社交媒体广告测试爆款产品。多数站群卖家没有自有供应链，主要依赖供应商一件代发。
The site group model refers to operators building dozens or even hundreds of websites in bulk, testing best-selling products through search engine and social media ads. Most site group sellers don't have their own supply chains, mainly relying on suppliers for drop shipping.
这种模式虽然门槛低、见效快，但缺乏监管会导致灰色操作，最终损害中国品牌的国际形象和消费者信任度。
Although this model has low barriers to entry and quick results, lack of supervision can lead to gray operations, ultimately damaging the international image of Chinese brands and consumer trust.
不合规操作的恶性循环
The Vicious Cycle of Non-compliant Operations
海外消费者常用Scamadviser网站评估网站可信度。以Shoptop为例，因其坚持不与不合规卖家合作，在Scamadviser上获得满分100的信誉评分。
Overseas consumers often use Scamadviser to evaluate website credibility. Taking Shoptop as an example, it scored a perfect 100 on Scamadviser due to its insistence on not cooperating with non-compliant sellers.
2022年站群卖家转型势在必行
2022 Transformation is Imperative for Site Group Sellers
根据益普索报告，虽然欧美市场对中国品牌好感度有所提升，但整体仍偏低。而新兴市场如印尼、墨西哥等对中国品牌印象更为正面。
According to Ipsos reports, although developed markets' favorability towards Chinese brands has improved, it remains relatively low overall. Emerging markets like Indonesia and Mexico hold more positive impressions of Chinese brands.
专家预测2022年将是站群模式终结之年，建议卖家转型做垂直精品站或DTC品牌站。DTC模式通过自有独立站积累用户数据，提高复购率，成为当前出海主流选择。
Experts predict 2022 will mark the end of the site group model, recommending sellers transition to vertical niche sites or DTC brand sites. The DTC model, accumulating user data through proprietary independent sites to improve repurchase rates, has become the mainstream choice for global expansion.
在选择建站服务商时，应重点考虑：
When choosing website building service providers, key considerations should include:
- 平台生态环境合规性
- Platform ecological environment compliance
- 客服响应速度
- Customer service response speed
- 过往客户质量
- Historical client quality
Shoptop等合规建站平台能为转型卖家提供安全可靠的出海解决方案，避免不合规操作带来的风险。
Compliant platforms like Shoptop can provide transforming sellers with safe and reliable global expansion solutions, avoiding risks brought by non-compliant operations.
