27万亚马逊卖家转型独立站：SHOPLINE如何成为跨境电商新宠？

27万亚马逊卖家转型独立站：SHOPLINE如何成为跨境电商新宠？

Why 270,000 Amazon Sellers Are Switching to Independent Stores: How SHOPLINE Became the New Favorite in Cross-Border E-commerce

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. Setting up independent stores has become a 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, and GMV grew by 96% to reach $120 billion. According to Q3 financial reports this year, Shopify's net profit reached $1.148 billion, a staggering 501% increase year-on-year. During the same period, Amazon's net profit dropped significantly by 50%.

01 内地市场新玩家 (01 New Player in Mainland Market)

对SHOPLINE而言，2020年是一个重要的转折点。这一年，由于新冠疫情在全球范围内迅速蔓延，而中国国内疫情很快得到控制，中国跨境卖家进入供不应求的阶段。

For SHOPLINE, 2020 was an important turning point. This year, as COVID-19 spread rapidly worldwide while being quickly controlled in China, Chinese cross-border sellers entered a stage of supply shortage.

SHOPLINE总经理、欢聚集团跨境业务负责人乔冠元表示："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。"

Joe Guan Yuan, General Manager of SHOPLINE and Head of Cross-border Business at Joyy Group, said: "If 2020 was the first year of China's cross-border e-commerce independent stores, then in 2021, independent stores have become standard for all sellers."

02 全面覆盖"人货场" (02 Comprehensive Coverage of "People-Goods-Scene")

目前，SHOPLINE的客户群体中，占比最大的是亚马逊等平台转型类卖家。"这类卖家具有跨境电商从业经验，拥有比较可靠的产品供应链和跨境支付、物流等共性知识，比较欠缺的是独立站的运营能力和站外引流能力。"乔冠元介绍。

Currently, the largest proportion of SHOPLINE's customer base consists of sellers transitioning from platforms like Amazon. "These sellers have cross-border e-commerce experience, relatively reliable product supply chains, and common knowledge about cross-border payments and logistics. What they lack most is the operational capability of independent stores and off-site traffic acquisition," explained Joe Guan Yuan.

03 看齐龙头Shopify (03 Catching Up with Industry Leader Shopify)

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 Joe Guan Yuan's view, SHOPLINE has long-term idealism - to catch up with the "industry predecessor" Shopify. "Next, we will enter more countries and regions to serve local merchants and help them do well in both local and cross-border businesses."

题图来源：受访者供图 (Cover image source: Provided by interviewee)