领先的跨境外贸出口流程：谷歌SEO新规则如何助力独立站年营收超5亿？

领先的跨境外贸出口流程：谷歌SEO新规则如何助力独立站年营收超5亿？

Advanced Cross-border E-commerce Process: How New Google SEO Rules Help Independent Websites Achieve Annual Revenue Over 500 Million?

乐歌股份董事长项乐宏曾表示："独立站必须建立，只有这样，才能真正接近用户，了解他们的需求。"

Chairman Xiang Lehong of Loctek once said: "Independent websites must be established, as this is the only way to truly get close to users and understand their needs."

发展历程 Development History

乐歌2011年开始跨境电商业务，历经4年通过亚马逊扭亏为盈；2016年建立第一个独立站，2020年迎来质变。目前运营9个独立站，海外品牌以FlexiSpot为主。

Loctek started cross-border e-commerce in 2011 and took 4 years to become profitable through Amazon; established its first independent website in 2016 and achieved qualitative change in 2020. Currently operates 9 independent websites with FlexiSpot as the main overseas brand.

业绩表现 Performance

2021年独立站营收5.27亿元，占总营收18.35%，同比增长89.19%；2022年上半年营收2.81亿元，同比增长10.2%。人均消费2518元，远高于亚马逊的1612元。

In 2021, independent website revenue reached 527 million yuan, accounting for 18.35% of total revenue, a year-on-year increase of 89.19%; in the first half of 2022, revenue was 281 million yuan, a year-on-year increase of 10.2%. Per capita consumption was 2,518 yuan, much higher than Amazon's 1,612 yuan.

经营策略 Business Strategy

2015年转型垂直品类和单一品牌模式，聚焦FlexiSpot品牌和健康办公领域。独立站作为平台电商的有效补充，实现私域流量积累。

In 2015, it transformed to a vertical category and single-brand model, focusing on the FlexiSpot brand and healthy office field. Independent websites serve as effective supplements to platform e-commerce, achieving private domain traffic accumulation.

内容营销 Content Marketing

通过SEO、视频投放进行引流，flexispot.com全球排名50781。71.7%用户来自美国，25-34岁高收入群体占比32.51%。

Traffic is driven through SEO and video placement, with flexispot.com ranking 50,781 globally. 71.7% of users are from the US, with 32.51% being high-income groups aged 25-34.

社交策略 Social Media Strategy

YouTube占社交流量82.4%，通过KOL合作提升品牌影响力。11月发布68条社媒广告，主要推广站立式升降办公桌。

YouTube accounts for 82.4% of social traffic, and brand influence is enhanced through KOL cooperation. 68 social media ads were released in November, mainly promoting standing height-adjustable desks.

成功关键：独立站建设需要强大IT团队支持、复杂运营能力和长期品牌积累。

Key to success: Building independent websites requires strong IT team support, complex operational capabilities and long-term brand accumulation.