谷歌跨境电商加速中心能否助力卖家抢占独立站风口？
近年来，跨境电商发展势头强劲。与此同时，亚马逊的“封店潮”也促使众多国内跨境卖家开始布局独立站。得益于社交媒体庞大的用户基础和社交互动特性，独立站背后的卖家选择 Facebook 作为商品销售和推广的重要基地。
In recent years, cross-border e-commerce has shown strong growth momentum. At the same time, Amazon's "store closure wave" has prompted many domestic cross-border sellers to start building independent websites. Leveraging the vast user base and social interaction features of social media, sellers behind independent websites have chosen Facebook as a key platform for product sales and promotion.
日前，作为谷歌跨境电商加速计划的重要一环，其首个跨境电商加速中心在厦门自贸片区海上世界正式启用。谷歌方面表示，该加速中心将聚焦解决独立站卖家起步难、人才招聘难、出海运营难等痛点。
Recently, as an important part of Google's cross-border e-commerce acceleration program, its first cross-border e-commerce acceleration center was officially launched in Xiamen Free Trade Zone. Google stated that the center will focus on addressing pain points such as difficulties in starting up, talent recruitment, and overseas operations for independent website sellers.
独立站风口已过？
Has the Golden Age of Independent Websites Passed?
跨境电商独立站的风口已经过去，现在入场已经太晚了，整个跨境电商赛道的玩法也已经发生了变化。事实上，跨境电商独立建站已经存在了很长时间，但真正的风口是在 2021年夏季 出现，并在 2022 年达到鼎盛。
The golden age of cross-border e-commerce independent websites has passed, and it's now too late to enter the market. The entire cross-border e-commerce landscape has changed. In fact, independent cross-border e-commerce websites have existed for a long time, but the real boom appeared in the summer of 2021 and peaked in 2022.
流量成本飙升的挑战
The Challenge of Soaring Traffic Costs
导致独立站衰落的首要原因是流量成本上升。由于两年前的这一轮跨境电商热潮吸引了太多参与者入局，导致社媒流量和搜索流量价格纷纷上涨。
The primary reason for the decline of independent websites is the rising cost of traffic. The cross-border e-commerce boom two years ago attracted too many participants, leading to increased prices for social media and search traffic.
再加上苹果在 iOS 14.5 推出的应用跟踪透明度功能，使用户有权利远离精准广告，这对 Facebook 的广告业务造成了巨大打击。此外，谷歌今年也强行上线了淘汰追踪用户的第三方 cookie，使精准流量与低价脱钩。
Additionally, Apple's App Tracking Transparency feature in iOS 14.5 gave users the right to opt out of targeted ads, dealing a heavy blow to Facebook's advertising business. Moreover, Google has also enforced the phasing out of third-party cookies for user tracking this year, decoupling precise traffic from low costs.
全托管模式的冲击
The Impact of Fully Hosted Models
国内跨境电商"四小龙"（Temu、SHEIN、AliExpress 和 TikTok Shop）带来了全托管模式，平台负责核价、运营、物流、售后等环节，卖家只需负责供货。
China's "Four Little Dragons" of cross-border e-commerce (Temu, SHEIN, AliExpress, and TikTok Shop) have introduced fully hosted models where the platform handles pricing, operations, logistics, after-sales, etc., while sellers only need to supply products.
因此，谷歌的跨境电商加速中心面临的最大挑战不仅是提供更廉价的流量，还需要找出与 Temu 的差异化优势。否则，这个跨境电商加速中心可能会面临巧妇难为无米之炊的困境。
Therefore, the biggest challenge for Google's cross-border e-commerce acceleration center is not only to provide cheaper traffic but also to identify differentiated advantages compared to Temu. Otherwise, this acceleration center may face the dilemma of "no meal for a skilled cook."
