独立站营收暴增！跨境大卖如何通过独立站实现新增长

独立站营收暴增！跨境大卖如何通过独立站实现新增长

Explosive Growth in Independent Website Revenue! How Cross-border Sellers Achieve New Growth Through DTC

作为新增长点以及摆脱亚马逊"依赖症"的一个重要渠道，跨境大卖对于独立站的布局已初见成效。从安克创新、乐歌股份、泽宝科技等公布的2021年年报来看，独立站业务都得到了快速发展，营收呈上升趋势，独立站已成为他们增收的利器。

As an important channel for new growth points and breaking free from Amazon's "dependency syndrome", cross-border sellers have achieved initial success in their independent website layout. According to the 2021 annual reports of Anker Innovations, Loctek, and Zebra Technologies, their independent website businesses have developed rapidly, with revenue showing an upward trend. Independent websites have become a powerful tool for their revenue growth.

01 乐歌：独立站营收同比增长达89.19%

01 Loctek: Independent Website Revenue Increased by 89.19% YoY

自2016年起，跨境大卖乐歌股份就开始试水独立站业务。根据乐歌公布的财报数据可以看出，其独立站正处于快速发展期。2021年，乐歌独立站营收达5.27亿元，同比增长达89.19%，占总营业收入的18.35%，独立站的买家数量达24.677万位。

Since 2016, cross-border seller Loctek has begun to explore independent website business. According to the financial report data released by Loctek, its independent website is in a period of rapid development. In 2021, Loctek's independent website revenue reached 527 million yuan, a year-on-year increase of 89.19%, accounting for 18.35% of total operating revenue. The number of buyers on the independent website reached 246,770.

乐歌股份独立站近几年稳步快速发展，Google搜索排名和Alexa全球排名走势持续提升。乐歌股份表示，未来公司将进一步持续投入和发展跨境电商模式，保持公司在该业务模式下的行业领先地位，保障新增产能的有效消化。

Loctek's independent website has developed steadily and rapidly in recent years, with Google search rankings and Alexa global rankings continuing to improve. Loctek stated that in the future, the company will further continue to invest in and develop the cross-border e-commerce model, maintain its industry-leading position in this business model, and ensure the effective digestion of new production capacity.

02 安克创新：独立站营收从2亿涨至近4亿

02 Anker Innovations: Independent Website Revenue Increased from 200M to Nearly 400M

不仅仅是乐歌股份，安克创新的独立站业务也呈上升趋势。2021年安克创新的独立站业务销售额为3.9亿元，占总营收的3.13%，同比暴增83.57%。此前一年，安克创新的独立站营收仅2.1亿。

Not only Loctek, but Anker Innovations' independent website business is also on the rise. In 2021, Anker Innovations' independent website sales reached 390 million yuan, accounting for 3.13% of total revenue, a sharp increase of 83.57% year-on-year. The previous year, Anker Innovations' independent website revenue was only 210 million yuan.

值得注意的是，安克创新在亚马逊的收入占比逐年下降，2021年的年报显示，安克创新来自亚马逊平台的收入占总营收比例降至54.66%；而官网独立站的收入占比却在不断增长。

It is worth noting that Anker Innovations' revenue share from Amazon has declined year by year. The 2021 annual report shows that Anker Innovations' revenue from Amazon accounted for 54.66% of total revenue, while the revenue share of its official independent website continues to grow.

03 泽宝：独立站营收100%增长，占比升至4.6%

03 Zebra Technologies: Independent Website Revenue Increased by 100%, Share Rose to 4.6%

去年因亚马逊"封号潮"事件被封掉367个亚马逊店铺的泽宝，2021年的独立站业务营收取得了可人的成绩。而在此前，泽宝也是一个严重依赖亚马逊销售的公司。2021年上半年，其亚马逊收入占比仍超过97%。

Zebra Technologies, which had 367 Amazon stores closed due to the "account suspension wave" incident last year, achieved impressive results in its independent website business revenue in 2021. Before this, Zebra Technologies was also a company heavily dependent on Amazon sales. In the first half of 2021, its Amazon revenue share still exceeded 97%.

封号以后，转换赛道、进行线上线下多渠道的布局，成了泽宝唯一的选择。2021年7-9月，泽宝的独立站实现销售收入约3923万元，较去年同期增长152%。

After the account suspension, switching tracks and deploying multi-channel online and offline layouts became Zebra Technologies' only choice. From July to September 2021, Zebra Technologies' independent website achieved sales revenue of approximately 39.23 million yuan, an increase of 152% compared to the same period last year.

04 价之链：独立站也是重要营收渠道

04 Value Chain: Independent Website is Also an Important Revenue Channel

根据深圳老牌跨境电商卖家价之链母公司浔兴股份发布2021年报和2022一季度财报，2021年度，浔兴股份实现营业收入22.62亿元，同比增长42.25%，其中：跨境电商业务（主要贡献为价之链）实现营业收入5.5亿元，同比增长46.48%。

According to the 2021 annual report and 2022 first quarter financial report released by Value Chain's parent company Xunxing, in 2021, Xunxing achieved operating income of 2.262 billion yuan, a year-on-year increase of 42.25%, of which cross-border e-commerce business (mainly contributed by Value Chain) achieved operating income of 550 million yuan, a year-on-year increase of 46.48%.

整体而言，大卖的独立站将重心放在了产品创新和品牌建设上，提高品牌溢价和技术壁垒，以期获得长期回报。在独立站渠道上，国内跨境大卖近两年纷纷加大投入，独立站业务占比已经逐渐提高，多平台策略初见成效。

Overall, major sellers' independent websites focus on product innovation and brand building, improving brand premium and technical barriers to obtain long-term returns. In terms of independent website channels, domestic cross-border sellers have increased investment in the past two years, and the proportion of independent website business has gradually increased, with the multi-platform strategy beginning to show results.