中国品牌出海新趋势：独立站成为跨境电商增长新引擎

中国品牌出海新趋势：独立站成为跨境电商增长新引擎

New Trend in Chinese Brands Going Global: Independent Websites Become New Engine for Cross-border E-commerce Growth

近年来，中国外贸新业态新模式发展迅速。2021年，中国跨境电商进出口额达1.98万亿元，同比增长15%。

In recent years, China's foreign trade has seen rapid development of new business formats and models. In 2021, the import and export volume of cross-border e-commerce reached 1.98 trillion yuan, a year-on-year increase of 15%.

独立站：品牌出海新选择

Independent Websites: New Choice for Brand Globalization

什么是独立站？比起入驻第三方电商平台，开设独立站有哪些好处？独立站如何助力中国品牌出海？

What is an independent website? What are the advantages of setting up an independent website compared to settling in third-party e-commerce platforms? How can independent websites help Chinese brands go global?

海帝思案例：这家中国企业从2018年开始布局独立站，通过与店匠科技合作，半年时间实现销售额翻番，品牌认知度显著提升。

Hidizs case: This Chinese company started building independent websites in 2018. Through cooperation with Shoplazza, it achieved double sales in half a year and significantly improved brand awareness.

独立站的核心优势

Core Advantages of Independent Websites

1. 品牌建设：拥有完全自主的域名和网站内容，有利于建立长期品牌价值

1. Brand building: Having completely independent domain names and website content helps establish long-term brand value

2. 成本节约：运营成本比平台低30-50%，物流效率更高

2. Cost savings: Operating costs are 30-50% lower than platforms, with higher logistics efficiency

3. 数据自主：可以直接获取用户数据，实现精准营销

3. Data autonomy: Can directly obtain user data to achieve precise marketing

挑战与机遇并存

Challenges and Opportunities Coexist

虽然前景广阔，但独立站运营面临三大挑战：

Although the prospects are broad, independent website operations face three major challenges:

• 流量获取：站外引流是最大难题

• Traffic acquisition: Off-site traffic is the biggest challenge

• 人才短缺：需要大量专业人才

• Talent shortage: Requires a large number of professionals

• 认知局限：卖家营销认知体系不完善

• Cognitive limitations: Sellers' marketing cognition system is incomplete

双轨并行策略

Dual-track Strategy

专家建议采用"平台+独立站"双轨模式：

Experts recommend adopting a "platform + independent website" dual-track model:

• 短期：以平台为基础，独立站作为辅助渠道

• Short term: Based on the platform, independent websites as auxiliary channels

• 长期：以独立站为主阵地，反推供应链优化

• Long term: Independent websites as the main position, driving supply chain optimization

预计到2025年，独立站市场规模将达5.5万亿元，为中国品牌出海带来巨大机遇。

It is estimated that by 2025, the market size of independent websites will reach 5.5 trillion yuan, bringing huge opportunities for Chinese brands going global.