独立站卖家失败原因解析：谷歌竞价推广成本与运营策略
图片来源：图虫创意
在前些日子的雨果大会上，编辑遇到了一位在业内小有名气的亚马逊品牌卖家。在交谈中，这位卖家吐露心声：
"由于团队在选品上的独到心得，品牌在亚马逊平台也有一定的体量。这两年独立站的爆火，也让自己走出舒适区，去尝试新渠道。"
该卖家无奈表示，实在禁不住这样的烧钱，只能选择关闭独立站，专注于亚马逊的运营。
In recent Hugo Conference, our editor met a well-known Amazon brand seller. During the conversation, the seller revealed:
"Thanks to our team's unique product selection strategy, our brand has achieved considerable scale on Amazon. The recent popularity of independent sites also pushed me out of my comfort zone to try new channels."
The seller helplessly admitted that they couldn't sustain such high spending and had to shut down the independent site to focus on Amazon operations.
独立站流量变化与卖家困境
Independent Site Traffic Changes and Seller Challenges
Ada宁瑞静指出："全球疫情期间，独立站流量经历暴增阶段，许多中国卖家营收达到较高水平。但如今流量新渠道涌现，卖家需要从粗放式运营向精细化运营转变。"
Ada Ning Ruijing pointed out: "During the global pandemic, independent site traffic experienced explosive growth, with many Chinese sellers achieving high revenues. But now with new traffic channels emerging, sellers need to shift from extensive to refined operations."
谷歌推广与TikTok新渠道对比
Comparison Between Google Ads and New Channels Like TikTok
对于惯用谷歌引流的卖家来说，TikTok等新渠道的冲击有限。"亚马逊转型卖家在谷歌渠道有更多沉淀，运用更得心应手，增量稳定。"
For sellers accustomed to Google traffic, the impact of new channels like TikTok is limited. "Amazon-transformed sellers have more experience with Google channels, use them more skillfully, and achieve stable growth."
广告账号被封与行业规范
Ad Account Bans and Industry Standards
正规玩法通常不会遇到账号被封问题，中招的多是铺货型卖家。目前95%的铺货型卖家已经退出市场，独立站正走向更良性发展。
Legitimate practices usually don't encounter account bans, mostly affected are bulk product sellers. Currently 95% of bulk product sellers have exited the market, independent sites are moving towards healthier development.
选品与流量成本关系
Relationship Between Product Selection and Traffic Costs
独立站产品类别与亚马逊有显著区别。"没有品牌铺垫的大通货产品，流量成本一定昂贵。这类卖家面临各项成本上涨困境，广告费已上涨5倍。"
Independent site product categories differ significantly from Amazon. "Generic products without brand foundation inevitably have expensive traffic costs. Such sellers face rising costs across the board, with ad fees already increased 5-fold."
美国市场与新兴市场对比
Comparison Between US Market and Emerging Markets
美国市场对专业运营的品牌仍有很强竞争力。"新兴市场更像是美国市场早期的红利期，目前只能尽可能销售产品，尚未到沉淀品牌阶段。"
The US market remains highly competitive for professionally operated brands. "Emerging markets resemble the early红利期 of the US market, currently only able to sell products, not yet at the brand-building stage."
独立站运营团队配置建议
Independent Site Team Configuration Suggestions
中上部卖家运营独立站需要3-5人。"独立站起量较慢，需要慢慢经营。亿级亚马逊卖家试水独立站，3-5人配置比较适合。"
Mid-to-large sellers need 3-5 people to operate independent sites. "Independent sites grow slowly and require gradual operation. For Amazon sellers with 100M+ revenue testing independent sites, 3-5 person configuration is most suitable."
POP平台发展趋势分析
POP Platform Development Trend Analysis
SHEIN寻求品牌卖家入驻，"算是在一定程度上做起了开放平台。但在流量红利消失的当下，打造POP平台难度很大。"
SHEIN seeking brand sellers to join, "can be considered as establishing an open platform to some extent. But with traffic红利 disappearing, creating POP platforms is very difficult now."
